Investigación

La comprensión del cliente y la identificación de sus insights es clave para la gestión rentable de la marca y del negocio.

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Por ello, obtener insights adecuados de nuestro cliente tiene un valor estratégico:

• para comprender la percepción del cliente y sus motivaciones emocionales más profundas sobre una propuesta concreta de una marca o un negocio
• como factor esencial para garantizar el éxito de las marcas y su vinculación emocional con el usuario
• como palanca para generar transformación e innovación
• para lograr la conexión total de la propuesta de marca con el cliente o consumidor

Descifrar, entender y seguir al consumidor es clave. Hoy, nuestros clientes se encuentran en evolución y en continuo cambio, son multifaceta, rodeados por un entorno incierto y están sobresaturado de estímulos. Con todo ello, siguen teniendo necesidades, deseos, carencias y expectativas que si se entienden e interpretan bien
son ideales para crear lazos fuertes con las marcas.

Por ello, desde Connociam, disponemos de una dilatada experiencia para entender a los clientes, compradores, usuarios y consumidores, tanto en entornos B2C como B2B, que adaptamos en función del reto a cubrir. Ayudamos a resolver retos de estrategia, marketing, shopper o branding a través de las siguientes metodologías:

• Focus Group estándar y Focus Group de confrontación. Posibilidad de seguimiento tradicional o transparent vision
• Entrevistas en profundidad ; interwiew on couch
• Etnografía: diferentes técnicas como observación, entrevista o diarios de vida con output audiovisual profesional
• Shopper Journey & Exploration: visión completa del proceso de compra del cliente y descodificación semiótica y cualitativa en la interacción en el punto de venta
• Brand dialogues: sesiones grupales cuyos participantes son los consumidores y la marca; permite aflorar las palancas de activación, así como trabajar y eliminar las barreras de vinculación entre marca y consumidor
• Brand True stories: creación de historias para el entorno digital

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