Solutions focused on market research and consumer behavior.

In-depth interviews

Areas to understand the individual opinion of persons in particular circumstances (e.g.: hard to access, customers / users, former customers, experts).

An expert in social sciences will design and implement an in-depth research process, oriented towards debating and understanding the opinions, beliefs, myths and rites of the consumer.

Natural setting, in people’s own ecosystem.

Dyads and triads

On some occasions, it is important to generate a controlled debate and arguments based on interviews between two persons at the same time.

These interviews can be with two persons with a similar or a different profile. All these details will be defined in the planning of the study.

The dyad allows analyzing reconciliation and tension processes between visions on a single topic, from the individual and group perspectives.

Focus group

Groups with between six and eight participants recruited and selected according to profiles designed for the study. They gather in a controlled environment (Gesell dome, one-way mirror) to carry out with an experienced moderator activities aimed at undressing words to see the hidden tension behind the arguments.

Group scenario in a controlled environment.

Social experiments

Recreating social situations in a controlled and also semi-controlled setting, in order to analyze the change in the consumer behavior or of market agents, is particularly interesting for consumer psychology.

Every experiment is designed according to the objectives of the brands and the companies, but in fact, they try to get to the causes and describe in detail the results.

Etnografía

Observación del usuario / consumidor en ambiente orgánico.

Nuestros observadores entrenados, pueden hacer este ejercicio participando de la cultura o solo registrando. Todo dependiendo de los objetivos.

Estamos interesados en descubrir la cultura que envuelve el consumo, separando los códigos culturales que conectan las marcas con las personas, mediante construcción de mitos y ritos.

Ethnography

Observation of the user / consumer in an organic environment.

Our trained observers can carry out this exercise by either taking part in the culture/ cultural act(s) or just by registering it/ them. It all depends on the objectives.

We are interested in discovering the culture that wraps the consumption, separating the cultural codes that connect the brands with the persons, by building myths and rites.

Trend Scouting

Photo and video are intertwined to capture, on tape and live, culturally relevant behaviors and practices.

These inputs are then shown to the participants of the community, in order to understand the way people justify themselves to each other.

We secretly record and confront in private to reveal cultural tensions.

Delphi

Specialists in certain topics can be rich sources of ideas and resources for the brands. This way, interviewing expert panelists to generate an average opinion turns out to be of great value.

Even more interesting is coming back for a second visit with the expert, to present the average opinion, and analyze with each one of them the existing distances between personal opinion and generalized opinion.

Social mapping

Consumption phenomena, adoption / rejection of brands, distribution, preference and positioning evolve over time; but they also have a place in space.

Few research methodologies allow themselves to study the consumption phenomenon from a spatial perspective. We feel more comfortable viewing the time dimension (trends, benchmarks and historical data).

Social mapping enables us to build geographical maps where we place players, cultural practices, myths, rites, institutions and their relationships in order to understand specifically how a brand can find a place in the culture of individuals.

Social maps allow us to culturally understand the processes of rejection and acceptance of a value proposition and how the appetite or aversion for innovation is generated.

Semiography

To find the signs, symbols and codes that revolve around a category, to take advantage of them in such a way that every execution from a competitor contributes to the core message of our own brand, is an interesting research challenge. Semiography is a qualitative vision of how messages, products, services and categories build significances in the minds of consumers.

Phenomenographies

To study the processes that change significances in light of phenomena that alter the course and the trends of consumers and their behaviors is particularly interesting for those brands trying to adapt to change in markets.

We monitor social and consumption phenomena that alter the course of people’s behaviors.

Sensory Panel

Tastes, scents and textures, they all require an orderly quantification by experts.

Our sensory panels are made up of experts that continuously evaluate products in search of sensory saturations in scents, flavors, textures, etc.

From changing a raw material to changing a productive process: any of these adjustments can affect consumers’ sensory experience and the construction of significances in them.

Neurosciences Lab

We use support technologies to understand how the body in general and the brain in particular react to sensory stimuli (visual, auditive, touch).

The reading of facial microexpressions, electroencephalography, the galvanic skin response, eyetracking, etc.

From selecting characters in casting processes, evaluating advertising pieces, restructuring communication on shelves, designing applications, web redesign, etc. Everything generates significance.

Design Thinking

DT is more than a workshop; it’s a method to develop products, services and improvements, according to the needs of each user. This guide demands research processes and meetings that focus on the user as well as on the solution. Our team of social scientists moderates workshops that take advantage of social neuroscience processes to inspire the connection between the creative side and the logical side of participants’ brains, thus achieving an ingenious solution to the problems we are trying to solve.

Gamification

We build games so that, based on this activity, we are able to find answers to business processes in which human motivation is the focus of attention. This strategy creates incentive systems to develop behaviors with multiple applications; not only in terms of human resources and consolidation of work groups, but also in terms of launching disruptive products, communication campaigns and/or service dynamics.

Lego® Serious Play

Many business challenges, in terms of marketing as well as in terms of innovation, require creating social prototypes represented in sculptures that enable visualizing the problem, perceiving the relationship/ connection between different problems and finding the strategic bridge. All these elements put together manage to invigorate the entire organization when solutions are found. This is achieved by moderating workshops focused on games and mediated with Lego® pieces.

Mural®

All our workshops are moderated by MURAL, a worldwide leading platform, to visually integrate online workshops. This facilitates having all the visual resources and having them within reach to gain insights in offsite/ remote settings.

In-person interview (MOBI)

We use tablets and mobile devices to collect information in different modalities.

◆ Central location: The interviewer remains at a certain point and the survey is applied to potential respondents passing by.
◆ House-to-house: With a solid sampling design, blocks are selected to collect information at the door of every household.
◆ Sweeping of blocks: We send out teams of interviewers in different geographical points, looking for the answer that builds strategy.

Computer-assisted telephone interview (CATI)

We administer databases provided by our customers or built in-house.

Teams of trained interviewers collect information by sweeping these databases with predictive dialing.

This technique is suitable for surveys lasting less than 8 minutes.

Computer-assisted web interview (CAWI)

We create appealing survey formats that spread out in banners on webpages, social media, customer databases, etc.

This technique is suitable when you have a loyal audience; supported by telephone follow-up.

Audited Panel

Consumers in their day-to-day activities, with their cell phones, can express opinions, take pictures and make comments on the reality they are living.

This is an efficient method to obtain quick and specific surveys, even if the respondent is a non-naïve expert, given that they answer different surveys throughout the entire day.

Sensory Experiments

To study how changes in the recipe or the launch of new products to the market generate preference and adoption reactions in consumers.

◆ Product Test: Validating the preference for new organoleptic proposals.

◆ Preference Mapping: Design of new sensory territories during an in-depth evaluation of the organoleptic reaction before different offers.

◆ Sensory Panel: Evaluation of experts through time, a census of sensory concentrations in products from different categories.

Conjoint Analysis

Experiments that seek to pinpoint the importance and hierarchy that different attributes of the product or service have on the consumer’s selection processes.

◆ CBC (Choice Based Conjoint): An experimental scenario for all participants.

◆ ABA (Adaptative Based Conjoint): Experimental scenario adapted to variables unique to every participant.

◆ ACBC (Adaptative Choice Based Conjoint): Every answer given by the participant in the experiment gradually alters the latter until a highly customized test based on the consumer’s history of learning, consumption habits and preferences is built.

Packaging and Communication on Gondolas

When packs are modified, it is necessary to experiment and track which variables are not affected (how much time it took to look for the product on the shelves, for instance).

The experiments can test different organization diagrams for aisles, gondolas and shelves, in order to determine the display structure that best contributes to rotation goals and inventory days.

Campaign experiments

Comparing brand performance and sales between groups exposed vs not exposed to the communication.

Volumetric Studies

One of the most notorious applications of consumption diaries are volumetric studies, through which we seek to obtain forecasts on amounts of product consumed according to consumption occasions.

In the diary, different consumption occasions are programed, and the products and amounts purchased and consumed for every occasion are analyzed.

Useful to carry out studies on uses, habits and to estimate consumption.

PITA

(Population – Incidence – Transaction – Amount).

Studies to establish market size of a specific product category.

Consumer Journey

Model the flow of activities and exposures the consumer has before, during and after the interactions with the brand or with the touch points.

Here, we integrate Big Data, digital crawling, survey and observation techniques.

MR Data Warehousing

We have built a data warehouse (a Data integration and storage model) for information coming from Nielsen, Kantar, Media agencies, Advertising, investment, and others.

In this warehouse we integrate data from spaceman, sales, active inventories, passive inventories, etc. to be able to establish future correlations, forecasts and estimates containing the whole picture.

In-person interview (MOBI)

We use tablets and mobile devices to collect information in different modalities.

◆ Central location: The interviewer remains at a certain point and the survey is applied to potential respondents passing by.
◆ House-to-house: With a solid sampling design, blocks are selected to collect information at the door of every household.
◆ Sweeping of blocks: We send out teams of interviewers in different geographical points, looking for the answer that builds strategy.

Computer-assisted telephone interview (CATI)

We administer databases provided by our customers or built in-house.

Teams of trained interviewers collect information by sweeping these databases with predictive dialing.

Technique suitable for surveys lasting less than 8 minutes.

Computer-assisted web interview (CAWI)

We create appealing survey formats that spread out in banners on webpages, social media, customer databases, etc.

Technique suitable when you have a loyal audience; supported by telephone follow-up.

Audited Panel

Consumers in their day-to-day activities, with their cell phones, can express opinions, take pictures and make comments on the reality they are living.

It’s an efficient method to obtain quick and specific surveys, even if the respondent is a non-naïve expert, given that he/ she answers different surveys throughout the entire day.

Sensory Experiments

To study how changes in the recipe or the launch of new products to the market generate preference and adoption reactions in consumers.

◆ Product Test: Validating the preference for new organoleptic proposals.

◆ Preference Mapping: Design of new sensory territories during an in-depth evaluation of the organoleptic reaction before different offers.

◆ Sensory Panel: Evaluation of experts through time, a census of sensory concentrations in products from different categories.

Conjoint Analysis

Experiments that seek to pinpoint the importance and hierarchy that different attributes of the product or service have on the consumer’s selection processes.

◆ CBC (Choice Based Conjoint): An experimental scenario for all participants.

◆ ABA (Adaptative Based Conjoint): Experimental scenario adapted to variables unique to every participant.

◆ ACBC (Adaptative Choice Based Conjoint): Every answer given by the participant in the experiment gradually alters the latter until building a highly customized test based on the consumer’s history of learning, consumption habits and preferences.

Packaging and Communication on Gondolas

When packs are modified, it is necessary to experiment and track which variables are not affected (how much time it took to look for the product on the shelves, for instance).

The experiments can test different organization diagrams for aisles, gondolas and shelves, in order to determine the display structure that best contributes to rotation goals and inventory days.

Campaign experiments

Comparing brand performance and sales between groups exposed vs not exposed to the communication.

Volumetric Studies

One of the most notorious applications of consumption diaries are volumetric studies, through which we seek to obtain forecasts on amounts of product consumed according to consumption occasions.

In the diary, different consumption occasions are programed, and the products and amounts purchased and consumed for every occasion are analyzed.

Useful to carry out studies on uses, habits and to estimate consumption.

PITA

(Population – Incidence – Transaction – Amount).

Studies to establish market size of a specific product category.

Consumer Journey

Model the flow of activities and exposures the consumer has before, during and after the interactions with the brand or with the touch points.

Here, we integrate Big Data, digital crawling, survey and observation techniques.

MR Data Warehousing

We have built a data warehouse (a Data integration and storage model) for information coming from Nielsen, Kantar, Media agencies, Advertising investment, among others.

In this warehouse we integrate data from spaceman, sales, active inventories, passive inventories, etc., to be able to establish future correlations, forecasts and estimates containing the whole picture.