Methodologies
1. In-depth interviews
They are interviews with individual consumers, users, shoppers or stakeholders that are done online (using any platform, such as Zoom or Teams), or in person (in research facilities or at their home) with the objective of understanding in depth their motivational profile with respect to the subject under study.
2. Ethnographic interviews and netnography
They are long interviews (two hours minimum) in the natural environment of the interviewee with the objective of getting to know their lifestyle, values and attitudes in depth and connect them with the subject under study. The method I use is the participant observation. I include an audio-visual report that illustrates the verbal content of the interview and works as support material in the written report.
On the other hand, I apply netnography to study the social reality on the cyberspace (social networks, communities and public forums) in relation with a particular product or brand.
3. Focus groups or discussion groups
These are homogeneous groups of consumers, users, buyers or stakeholders in which I encourage spontaneous discussion around the object of study. This type of groups can be held in person (in research facilities) or online through some platform (Zoom, Teams, etc.).
4. Creative groups, co-creation groups or innovation groups
They are homogeneous groups of consumers or users. The final client (brand) often participates in them. The objective is not to evaluate, but to create new products or concepts.
To promote group creativity, techniques that stimulate lateral or divergent thinking are applied. A Sketch Artist can also join us to illustrate the ideas that come up.
5. Online communities
They are homogeneous groups of consumers or users that interact among them and with me through a platform. They can last some days or even weeks. They are especially useful to test products or services.
I launch questions and activities to the community everyday, and I am in charge of making participants keep an optimal level of participation and answers, by providing group and individual feedback constantly.
Experience
User needs, concerns and interests
Since 1999 I have managed to acquire a great deal of experience, after thousands of hours of moderation and analysis with all kind of consumers, users, shoppers and stakeholders, and a lot of time shared with our clients in workshops and presentations. I have learned, and still learn, many things from both, consumers and the brands that hire us, so I have managed to deeply understand users’ needs, concerns and interests in order to be able to transform them into marketing actions that are useful for the brands.
Interpret the meanings people attribute to products
The key element is being able to interpret properly the meanings people confer to products, brands, packaging, communication, etc. and how these meanings help them to relate with their environment and to project a particular self-image. Beyond the obvious functionality that products and services can provide, the emotional and relational value that they have in users’ lives is key for a brand to connect with its real or potential target, and to differentiate from its competitors.