antropologia + marketing = couture ?
Post on 13-Jul-2015
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O poder de escolha individual nunca foi tão forte do que agora, mas ao
mesmo tempo vivemos uma contradição – cultura da proibição.
As pessoas nunca estiverem tão
preocupadas com“healthy eating”. Por outro lado, a Mcdonalds nunca
vendeu tantos hamburgers.
Mais do que nunca as pessoas procuram água pura, mas ao mesmo tempo as
bebidas energéticas carregadas de químicos e cafeína, são um sucesso.
A mudança de paradigmaDeixar de olhar para consumidores...mas olhar para pessoas. Proibimos a palavra consumidores.
A couture é um estúdio de análise de comportamento e inovação, que
privilegia a etnografia e o entendimento cultural.
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We put people at the centre of everything
we do.
cnoah stephens, flickr
We believe people unlock the knowledge
and inspiration necessary to make
business’ work.
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Besides asking people questions we also spend time with them. In this manner we get to know people better and dive deeper into knowledge that is not visible from the tip of the iceberg.
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Our work can start form one of two standpoints:
Problem solving scenarioThe client has a specific problem with his/her product or service. We start by understanding the costumers and their environment through ethnography. Then we revisit the marketing mix of the product and/or service, changing what is necessary so that it fits in well with the existing context and culture.
Problem finding scenarioThe client wants to achive innovation in a new or little known business area. We start by identifying the main stakeholders, themes and problems in this unit through ethnographic fieldwork. By unpacking the main issue at stake we can provide solutions and design appropriate products or services.
We also always share with our clients inspirational behaviors and micro-trends that that are relevant to their business.
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client:
Global ethnographic research on the future of media and
entertainment amongst youngsters.
New business models for Fox Channels Europe.
New perspectives on entertainment and media trends.
10 cities around the world: EU, US, Brazil & China.
“More than the innovative research methodologies,
I liked the way Couture achieve disruption”
Jesus Perezagua, President of Fox International Channel Europe
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client:
A national ethnographic research and business anthropology project in Portugal takings place across Lisbon, Porto and Algarve. Understanding the portuguese atitude towards and relation to, crisp consumption.New bi-annual strategy definition, new product launch. “Ao fim de 20 anos de experiência em Marketing, a Couture conseguiu surpreender-me positivamente pela sua abordagem integrada, adicionando uma perspectiva antropológica e criativa não só ao método como à interpretação do resultado final. Uma grande ajuda para entender bem o consumidor - a pessoa não apenas o objecto de marketing. Um excelente contributo para o futuro do negócio.Obrigada Couture! Contamos convosco!Isabel Salgado, Marketing Manager Pepsico
Obrigado!
Diogo@wearecouture.com00351 969847677
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