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Presentation Punto de Fuga
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PresentationPunto de Fuga
Where did we start from?
ARCHITECTUREPICTORIAL ART
CONFLUENCESENSE
GESTALTMEETING
ESCAPEGETAWAY
RUPTURE OFPARADIGMS
PERSPECTIVE
PROSPECTIVE HORIZONTAL:
FUTURE VERTICAL:
DO RESEARCH
How we see research
Being a
CONSUMER
USER
PURCHASER… is just accidental
WE ARE INDIVIDUALSWE ARE INDIVIDUALS
What does consumption/
use/ or buying something
offer me?
From
HOMOTECHNOLOGICUS
HOMOCARREFOUR
To someone with a
name and surname
What is our philosophy?
Of research design Of the analysis of results: an integrated and holistic vision Of working philosophy: internal analysis by both teams
“Our vision of the job”“Our vision of the job”
QUALITATIVE
QUANTITATIVE
INTEGRATION
INTRINSIC
EXTRINSIC
NA
TU
RA
LN
ES
S
AR
TIF
ICIA
LIT
Y
Brand 3 Brand 6
Brand 4
Brand 1
Brand 7
Brand 9
Brand 2
Brand 5
Brand 8
Brand 10
Elegant Excl.- Not everyonewears it
Garments that make me look gorgeous
ClClassic, never becomes outdated
Makes me feel special
Garments that suit me
Good advertising
Recognisable by others
High quality garments
Modern, fashionable designs, Fits my personality
Excl. - I’ll pay more for it
Convenient and comfortable garments
ROUTES INTO AWARENESS
WORD OF
MOUTH
TV, RADIO, PRESS,
ETC.
SAMPLING
What do we do?
CompanyCulture,
internal image
CommunicationCommitment,
messages and credibilityThe Brand
Image, positioning and evolution
ProductValues and the
marketing mix
IndividualsMotivations,
perceptions and attitudes
SocietyTendencies and
values
Our Qualitative Research
FOCUS GROUPS(group
dynamics)
IN-DEPTH INTERVIEW
S
ETHNOGRAPHICINTERVIEWS
FAMILY INTERVIEWS
ANTHRO-POLOGICAL
OBSERVATION
CREATIVE GROUPS
EPSYSENSOR GROUPS
FOCUSSING ON INNOVATION
ANDCREATIVITY
We use a very broad range of qualitative methodologiesWe use a very broad range of qualitative methodologies
Our specialisation
EPSYIn – depth “psy”
studies
Ethnographic groups Pre- and post-task groups Natural groups (friends, gangs...) Panels: family, specific target groups.. (laboratory) Including other languages: photography, non-verbal
scales
OPPOSING GROUPS
AA BB
A/BA/B
CREATIVE AND
INNOVATIVE CORES N.C.I
Testing and fine- tuning product
concepts
Qualitative “Stepping”
Our specialisation
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
Testing and fine- tuning
product concepts
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 usedAs 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 specialisation
Qualitative Stepping
Our specialisation
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.
OPPOSING GROUPS
AA BB
A/BA/B
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
With a broad range of quantitative methodologiesWith a broad range of quantitative methodologies
HALL TEST
IN THESTREET
TELEPHONE(CATI)
INTERNET
SHOPENTRY
AND EXIT
MYSTERYSHOPPING
Our Quantitative specialisation – Working Philosophy
Studies which require an AD-HOC vision approaches that are not prearrangedStudies which require an AD-HOC vision approaches that are not prearranged
Which direction does our work take in Punto de Fuga?Which direction does our work take in Punto de Fuga?
APPROACHES THAT ARE NOT STANDARDISED
Different approaches for a single objective
APPROACHING THE INDIVIDUAL WHO IS BEHIND THE CONSUMER
The use of non-verbal languages
The use of experimental techniques
Segmentation based on qualitative typologies
DEEPER EXAMINATION OF
DATA
Correlation analysis
User segmentation…
INCLUDING NEW SUPPORTS FOR
DATA GATHERING (INTERNET)
Tactical studies that are fast and precise
Broad data bases
Our Quantitative specialisation - Methodologies
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)
AT A METHODOLOGICAL LEVELAT A METHODOLOGICAL LEVEL
C.O.B.: Choice
Optimization Board
PROFES: Problem Finding
Evaluation System
BENEFITS&
BARRIERS
USES AND ATTITUDES Segmentation
studies
STUDIES OF THE
PURCHASE PROCESS
STUDIES OF THE MIX (product, concept, FFMM…)
El equipo de Punto de Fuga
Equipo Cualitativo Mauro González
Mariano Maqueda
Jaume Vilanova
Esther Mijangos
Alexis Serna
Gisela Álvarez
María Regueiro
Ana Alonso
Mónica Roca
Aitor Vargas
Cristina Gonzalez
Sandra Antunez
Equipo Cuantitativo 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?
MADRID BARCELONA
Where are we?Where are we?
C/ Gran Vía, 26; 5º Izda.28013 MadridTel.: [email protected]@[email protected]
C/ Roger de Llúria, 82; 3º1ª08009 BarcelonaTel.: [email protected]@puntodefuga.es [email protected]
