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Presentation Punto de Fuga. Where did we start from?. HORIZONTAL: FUTURE VERTICAL: DO RESEARCH. ARCHITECTURE PICTORIAL ART. ESCAPE GETAWAY RUPTURE OF PARADIGMS PERSPECTIVE. CONFLUENCE SENSE GESTALT MEETING. PROSPECTIVE. How we see research. Being a CONSUMER USER PURCHASER…

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where did we start from
Where did we start from?
  • HORIZONTAL: FUTURE
  • VERTICAL: DO RESEARCH

ARCHITECTUREPICTORIAL ART

ESCAPE

GETAWAY

RUPTURE OF

PARADIGMSPERSPECTIVE

CONFLUENCESENSE

GESTALT

MEETING

PROSPECTIVE

how we see research
How we see research

Being a CONSUMER

USER

PURCHASER…

is just accidental

From

HOMOTECHNOLOGICUS

HOMOCARREFOUR

To someone with a name and surname

WE ARE INDIVIDUALS

What does consumption/ use/ or buying something offer me?

what is our philosophy
What is our philosophy?

“Our vision of the job”

  • Of research design
  • Of the analysis of results: an integrated and holistic vision
  • Of working philosophy: internal analysis by both teams

INTRINSIC

Recognisable by others

Good advertising

Brand 1

Excl

.

-

I’ll pay more for it

Brand 9

Brand 3

QUALITATIVE

Brand 6

Garments that make me look gorgeous

Makes me feel special

Brand 10

Fits my personality

ARTIFICIALITY

NATURALNESS

Modern, fashionable designs,

Convenient and comfortable garments

Brand 8

Excl

.

-

Not everyonewears it

Elegant

Cl

Classic, never becomes outdated

Garments that suit me

Brand 5

Brand 4

High quality garments

Brand 2

Brand 7

ROUTES INTO AWARENESS

EXTRINSIC

TV, RADIO, PRESS, ETC.

QUANTITATIVE

WORD OF MOUTH

SAMPLING

INTEGRATION

what do we do
What do we do?

Company

  • Culture, internal image

Communication

  • Commitment, messages and credibility

The Brand

  • Image, positioning and evolution

Product

  • Values and the marketing mix

Individuals

  • Motivations, perceptions and attitudes

Society

  • Tendencies and values
our qualitative research
Our Qualitative Research

We use a very broad range of qualitative methodologies

FOCUS GROUPS

(group dynamics)

IN-DEPTH INTERVIEWS

ETHNOGRAPHICINTERVIEWS

ANTHRO-

POLOGICAL OBSERVATION

FAMILY INTERVIEWS

CREATIVE GROUPS

EPSY

SENSOR GROUPS

FOCUSSING ON

INNOVATION

ANDCREATIVITY

our specialisation
Our specialisation

OPPOSING GROUPS

CREATIVE AND INNOVATIVE CORES

N.C.I

EPSY

In – depth “psy”

studies

A

B

A/B

Testing and fine-

tuning product

concepts

Qualitative “Stepping”

  • Ethnographic groups
  • Pre- and post-task groups
  • Natural groups (friends, gangs...)
  • Panels: family, specific target groups.. (laboratory)
  • Including other languages: photography, non-verbal scales
our specialisation1
Our specialisation

Testing and fine-

tuning

product concepts

  • Qualitative studies that centre on the evaluation of concepts with consumers.
  • Followed by a workshop in which the client and institute take part (with its Qualitative + Quantitative teams) to undertake conjoint work for the fine-tuning of concepts.
  • Quantitative tests of concepts
our specialisation2
Our specialisation

Qualitative

Stepping

  • Qualitative researchers who concentrate on the evaluation of consumer problems that require a varied methodological approach.

SEQUENCE / PHASE 1:

    • In some cases Ethnographic Interviews with an individual or household.
    • In other cases Personal Interviews are used

As the approach when objectives are more individual and motivational.

SEQUENCE / PHASE 2

    • With the same interviewees a Focus Group is held as the approach for more social future objectives.
  • Followed by a workshop in which the client and institute take part (with its Qualitative + Quantitative teams) to undertake conjoint work for the fine-tuning of concepts.
  • The Quantitative testing of concepts (advertising, products…)
our specialisation3
Our specialisation

OPPOSING GROUPS

A

B

A/B

  • Consumers who are “loyal champions” of each brand (leading brands that are very polarising), in opposition to each other.
  • For the in-depth examination of values, intangibles, the equity of each brand… based on the words and arguments of consumers themselves.
our specialisation4
Our specialisation

EPSY

“Psy” studies in

depth

  • Individuals in themselves
  • Individuals in society
  • The category, for individuals and society
  • Values, tendencies, the category dynamic
  • Truths and desires
  • Brands in this context
  • Products and their benefits
  • Areas not covered
  • Future routes
our quantitative research
Our Quantitative Research

With a broad range of quantitative methodologies

HALL TEST

TELEPHONE(CATI)

IN THESTREET

INTERNET

MYSTERYSHOPPING

SHOPENTRYAND EXIT

our quantitative specialisation working philosophy
Our Quantitative specialisation – Working Philosophy

Studies which require an AD-HOC vision  approaches that are not prearranged

Which direction does our work take in Punto de Fuga?

  • Different approaches for a single objective

DEEPER EXAMINATION OF DATA

APPROACHES THAT ARE NOT STANDARDISED

INCLUDING NEW SUPPORTS FOR DATA GATHERING (INTERNET)

APPROACHING THE INDIVIDUAL WHO IS BEHIND THE CONSUMER

  • Correlation analysis
  • User segmentation…
  • The use of non-verbal languages
  • The use of experimental techniques
  • Segmentation based on qualitative typologies
  • Tactical studies that are fast and precise
  • Broad data bases
our quantitative specialisation methodologies
Our Quantitative specialisation - Methodologies

AT A METHODOLOGICAL LEVEL

  • THE USE OF NON-VERBAL TECHNIQUES, in which interviewees do not need to express their response verbally.
  • SMALL CONTROLLED SAMPLES.
  • THE INTEGRATION OF QUALITATIVE AND QUANTITATIVE METHODOLOGIES (Consumers take part in both methodologies)

C.O.B.:Choice Optimization Board

PROFES:Problem Finding Evaluation System

BENEFITS&BARRIERS

STUDIES OF THE PURCHASE PROCESS

USES AND ATTITUDESSegmentation studies

STUDIES OF THE MIX (product, concept, FFMM…)

el equipo de punto de fuga
El equipo de Punto de Fuga

Equipo Cualitativo

Equipo Cuantitativo

  • Mauro González
  • Mariano Maqueda
  • Jaume Vilanova
  • Esther Mijangos
  • Alexis Serna
  • Gisela Álvarez
  • María Regueiro
  • Ana Alonso
  • Mónica Roca
  • Aitor Vargas
  • Cristina Gonzalez
  • Sandra Antunez
  • Sebastián Waliño
  • Mónica Rebordinos
  • Laura Torrebadell
  • Alberto Plazas
  • Paula Delgado
  • Marc Lenhart
  • Montserrat Cías
  • Ramón Jordana
  • Laura Isierte
  • Rocío Pérez
  • Maria Jose Martin
  • Pepita Póveda
who are we
Who are we?

Where are we?

MADRID

BARCELONA

C/ Gran Vía, 26; 5º Izda.

28013 Madrid

Tel.: 91.360.5393

mauro.gonzalez@puntodefuga.es

mariano.maqueda@puntodefuga.es

monica.rebordinos@puntodefuga.es

C/ Roger de Llúria, 82; 3º1ª

08009 Barcelona

Tel.: 93.476.1494

sebas.walino@puntodefuga.es

laura.torrebadell@puntodefuga.es

jaume.vilanova@puntodefuga.es