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Means
Semiotic studies to take advantage of the meaning behind the symbols and maximize communication opportunities in messages, packaging, experiences, etc.
Studies based on consumer psychology and behavioral economics to analyze how brands can modify market behavior and develop habits, beliefs, imaginaries, consumer rituals
Studies based on consumer anthropology and ethnography to analyze opportunities for cultural design. Empowering brands to organically participate in people's lifestyles and the dynamics of the environment
Consumer Psychology
We study the way processes such as sensation, perception, attention, intelligence, rationale, language, motivation, emotion, attitudes and, in general, the psychological apparatus of every individual interact with brands, products and services, creating consumption habits and visions.
In-depth interviews
Areas to understand the unique opinion of individuals 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 discovering and understanding the opinions, beliefs, myths and rites of the consumer.
Conducted in a natural setting, in an individual’s own ecosystem.
Dyads and triads
On some occasions, it is important to generate controlled debate and arguments based on interviews between two people at the same time.
These interviews can be with two people 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 dissecting words to find hidden tension behind arguments.
Group scenario in a controlled environment.
Social experiments
Recreating social situations in a controlled or semi-controlled setting in order to analyze the change in the consumer’s 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 they endeavor to get to the causes and describe in detail the results.
“Jobs to Be Done” JTBD
Analysis as to why the consumer purchases and repurchases regardless of/ beyond the product. It’s all about a “framework” that facilitates seeing behind the act of buying to analyze the ultimate purposes that trigger it.
Anthropology of Consumption
We analyze the way cultures are organized and how collective visions and community practices are generated.
We study the way these community practices are passed on and how they mutate between the different fractions that adopt them, isolating the creation of myths and rites in ad hoc tribes and the role the brand plays in a culture.
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 observing them. It all depends on the objectives.
We are interested in discovering the culture that effects the consumption, separating the cultural codes that connect the brands with the persons, by building myths and rites.
Digital Ethnography
We install cookies on the mobile devices of people participating in the study that allow us to visualize their digital behavior, the web pages they go to, the content they consume and the time they spend on each one of these activities.
The observation is complemented with live interaction scenarios with moderators that organically capture on the spot all useful interactions.
Trend Scouting
Photo and video are intertwined to capture, recorded 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 confidentially record activities and then question in private to reveal cultural tensions.
Delphi
Specialists in certain topics can be rich sources of ideas and resources for the brands. Interviewing expert panelists to generate their 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 are able 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 and individual’s culture.
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.
Semiotics
We study the way in which significance is built. We analyze the way in which every object, situation, space or stimulus acquires significance in people’s brains, thus becoming something iconic. The way in which an icon quickly changes a person’s reaction thanks to its significance and to the deep connections present in people’s minds.
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 significance in the minds of consumers.
Phenomenographies
Studying the processes that change significance 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 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 their creation of significance 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, audio, touch).
We do this by reading facial micro expressions, electroencephalography, the galvanic skin response, eye tracking, etc.
From selecting characters in casting processes, evaluating advertising pieces, restructuring communication on shelves, designing applications, web redesign and more everything generates significance.
Workshops
We utilize methodology to make ideas evolve into business models that take advantage of five extensively researched exponential growth levers. We use different strategies pertaining to group dynamics, social psychology, doing business and behavioral economics to generate patterns that take full advantage of the digital dynamism in which we live today. Methodology pertaining to Ideas for Change.
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 moderate 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 and 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 allows us to have all the visual resources within reach to gain insights in offsite/ remote settings.
“Jobs to Be Done” JTBD CANVAS
Workshops to gather information about the reasons behind every purchase process to generate Go-to-market strategies. The main assumption is that the consumer does not purchase but rather “hires” a product or service to do a job, thus boosting their performance. This workshop seeks to understand the following: What job does our product do for our customer?
Consumer Psychology
We study the way processes such as sensation, perception, attention, intelligence, rationale, language, motivation, emotion, attitudes and in general, the psychological apparatus of every individual interact with brands, products and services, creating consumption habits and visions.
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.
Anthropology of Consumption
We analyze the way cultures are organized and how collective visions and group practices are generated.
We study the way these community practices are passed on and how they mutate between the different fractions that adopt them, isolating the creation of myths and rites in ad hoc tribes and the role the brand plays in a culture.
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.
Semiotics
We study the way in which significances are built. We analyze the way in which every object, situation, space or stimulus acquires significance in people’s brains, thus becoming something iconic. The way in which an icon quickly changes people’s biological answer thanks to its significance and to the deep connections present in people’s minds.
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.
Talleres
Methodology to make ideas evolve into business models that take advantage of five extensively researched exponential growth levers. Takes different strategies pertaining to group dynamics, social psychology, doing business and behavioral economics; with the purpose of generating patterns that take full advantage of the digital dynamism in which we live today. Methodology pertaining to Ideas for Change.
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.
Uses, habits, attitudes and segments
Uses, habits, attitudes and segments
Product testing, preference mapping, and sensory analytics
Pre and post launch analysis (concept - product and advertising)
Behavior of the digital shopper and point of sale (display, assortment, gondola, packaging, promotion)
Price optimization, price scenario simulation, conjoint analysis, discrete choice analysis
Monitoring customer satisfaction and experience. Simulation of stimuli that promote loyalty and memorability
Brand health, symbolic and financial brand valuation. Estimation of the effort required to grow 1% more in the market imaginary
Market research
We pay attention to gathering information in a versatile manner, according to the objectives of each one of our customers, and always considering the benefit-cost ratio.
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.
Consumption Experiments
The survey is the information collection technique most used in market research, but there are cases in which you need to establish cause – effect relationships. In these scenarios, conditions suitable for experimenting are designed. Some examples are:
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.
Consumption Diaries
Having only one moment of interaction with the consumer in a survey (cross-sectional methods) is efficient, but there are moments when we want to have continuity and compile answers over time (longitudinal methods).
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.
Integration of Information
Companies possess many sources of information (tracking studies, market efficiency studies, market share, internal measurements, satisfaction studies, etc.), but the question is: How do we integrate all these data sources to generate better business decisions?
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.
Market research
We pay attention to gathering information in a versatile manner, according to the objectives of each one of our customers, and always considering the benefit-cost ratio.
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.
Consumption Experiments
The survey is the information collection technique most used in market research, but there are cases in which you need to establish cause – effect relationships. In these scenarios, conditions suitable for experimenting are designed. Some examples are:
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.
Consumption Diaries
Having only one moment of interaction with the consumer in a survey (cross-sectional methods) is efficient, but there are moments when we want to have continuity and compile answers over time (longitudinal methods).
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.
Integration of Information
Companies possess many sources of information (tracking studies, market efficiency studies, market share, internal measurements, satisfaction studies, etc.), but the question is: How do we integrate all these data sources to generate better business decisions?
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.
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Regional coverage in Latin America, exporting services to the United States and Europe from our offices in Colombia and Mexico.
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Tel: +57 601 638 6904
gabriel.contreras@sinnetic.com
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