Presentation Punto de Fuga

1. PresentationPunto de Fuga

2. Where did we start from? • HORIZONTAL: FUTURE • VERTICAL: DO RESEARCH ARCHITECTUREPICTORIAL ART ESCAPE GETAWAY RUPTURE OF PARADIGMSPERSPECTIVE CONFLUENCESENSE GESTALT MEETING PROSPECTIVE

3. 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?

4. 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 - Not everyonewears it Elegant Cl Classic, never becomes outdated Garments that suit me Brand 5 Brand 4 High quality garments Brand 2 Brand 7 ROUTES INTO AWARENESS EXTRINSIC TV, RADIO, PRESS, ETC.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

5. 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

6. 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

7. 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

8. 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

9. 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…)

10. 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.

11. 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

12. Our Quantitative Research With a broad range of quantitative methodologies HALL TEST TELEPHONE(CATI) IN THESTREET INTERNET MYSTERYSHOPPING SHOPENTRYAND EXIT

13. 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

14. 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…)

15. 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

16. 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