Uneak White's Personal Brand Exploration Presentation
DC New Market Research_EN
1.
2. Context
Change
The constant changes in the societies in which we live
determine the way in which people, brands and
organizations communicate and interact with one another.
4. Passion
Inspiration
We are passionate about finding new and better ways of
accompanying brands in understanding consumers. Clear and
useful information provides inspiration for decision making.
6. Instances of the product/service/brand cycle
Generation of
ideas /innovation
New insights
Development of
concepts
Optimization of the
product /service
Development of
products /services
Development /changes
for packaging /pricing/
naming /claims
Development of
sales channels
Utilization /viralization
of concepts through
Internet/social networks
Development of
brand
communication/
strategies
Development of
communication
pieces
7. Value proposition
Added value
Adding value right from the start and during every contact with
our clients. Intelligently anticipating their challenges and
efficiently adapting to their needs.
Understanding
Co-creation
Assessment
Testing
Optimization
Monitoring
8. Value proposition
Intelligent anticipation
Understanding
Co-creation
Assessment
Developing a successful strategy or deciding on a specific marketing action requires
intelligent anticipation. This is based on a profound understanding of that which moves a
consumer to choose a brand and product or keeps the consumer from doing so: insight.
Consummity is nourished by the socio-cultural theory of the consumer’s self-concept for
brand development. It also utilizes fun-visual-narrative resources from digital and offline
environments selected in an ad hoc fashion.
9. What it is?
It promotes participation
within a community of
It is a flexible solution
consumers
that targets the
motivational and the
ethnographical
It utilizes digital and natural
spaces selected especially for
the brand
It has specially
designed
entertaining
activities
Consummity allows us to know what consumers say, think and feel in response to
different questions designed to shed light on marketing managements.
10. When to use it?
Generation of
ideas /innovation
Development of
concepts
New insights
Optimization of the
product /service
Development of
products /services
Development of
sales channels
Development /changes
for packaging /pricing/
naming /claims
Development of
brand
communication/
strategies
Utilization /viralization
of concepts through
Internet/social networks
Development of
communication
pieces
11. Objectives
Insights
Wishes/ expectations/ values with respect to
a brand/ category/ market
Co-creation
Generation and screening of ideas for the
development of concepts/ products/ services
Test
Evaluation of concepts/ prototypes/
storyboards
12. What tools it uses?
We believe tools are useful when the research purpose has been accurately defined and when those using the
tool have been trained to take full advantage of them. At DC, we invest in the development of our own tools
and especially in the professionals who will use them.
Analysis of Qualitative Data
and
Social Media
Sessions of applied creativity
and development
of concepts/prototypes
Collage Online
Community Platform
based on Blogs
Virtual Focus
Image Impact
13. Value proposition
Efficient adaptation
In order to optimize the consumer’s experience and the marketing mix in a timely or
continuous matter, it is essential to have clear, reliable and relevant metrics.
Consummetric is a solution that gathers data from multiple channels and efficiently
applies theories, methodologies and technologies based on the data volumes. With this
data, decision-making scenarios can be constructed based on what consumers say,
think, feel and do to improve the value proposition of brands.
14. What it is?
Face-to face contact at
points of sale, customer
service centers and
other public locations
E-mail
Loyalty
programs
Call center
Digital
ecosystem
(Facebook, Twitter,
Google+, others)
Ad-hoc studies
(surveys/ focus groups/
consumer diaries / etc.)
Brand-public interactions are multichannel.
Consummetric takes advantage of all the channels to generate knowledge that is
constantly updated in order to improve the value proposition of brands.
15. When to use it?
Generation
of ideas/
innovation
Concept
testing
Testing
of products/
services
Testing of
packaging/
pricing/ naming/
claims
Development of
brand
communication/
strategies
Insights search
Satisfaction
studies
Studios on shopper
understanding and
online and offline
channels
Studies on UX
and digital
ecosystems
Testing
of communication
pieces
16. What tools it uses?
Online Proprietary Panel Platform
Virtual Shelf & Stores
Simulator
Opino CATI & CAWI Platform
Video Analyzer Platform
Image Impact Platform
Mobile Surveys Apps
17. Value is where they come together
+
Search
for Insights
Generation
and testing concepts
Packaging
test
Generation
of ideas/ innovation
Development and testing
products/ services
Development of brand /
communication
strategies
Studies on UX
and digital ecosystems
Studies on shopper
and on-offline channels
Customer
satisfaction
Testing of
communication pieces
19. Why choose DatosClaros?
Ten years evolving in the integration of
theoretical frameworks and the development
of hybrid research solutions (on/offline).
Expert know-how
DC has a team of 20 professionals. We have an operations team, a project team
and an IT team to coordinate jobs based on the needs of each project. In every job
we do, we pay close attention to the needs of our clients, offering them
continuous support.
21. Why choose DatosClaros?
Collaboration
We actively participate in the development of the market
research industry in Argentina and Latin America.
Many of our jobs have been selected as case studies at the most important regional and global
conferences in the field. Here is a list of some of the conferences where DC collaborators have spoken
over the past few years:
Argentina: 2009, 2011 and 2013
Colombia: 2011 and 2013
Germany: 2010
Chile: 2012
Argentina: 2010 and 2011
Brazil: 2013
22. Why choose DatosClaros?
Trust
In our work with over 100 brands, we have learned new and
better ways of communicating and delivering value to
consumers.
Most of the clients for whom we have worked are regular clients, some of whom have been our
clients for over a decade.
23. Credentials
Confidentiality
DC is a member of ESOMAR and it adheres to the regulations of the International Chamber Of Commerce
and the European Society for Opinion and Marketing Research-ESOMAR and SAIMO (Argentine Society of
Market and Opinion Researchers).
DC is a member of IAB Colombia (the Interactive Advertising Bureau) and the CCCE (Colombian Chamber
of E-Commerce).
DC is ISO 9001 certified and is currently in the process of obtaining ISO 20252 certification for market
research.
DC is an associate of
Since its founding in 1971, CEIM has brought together the most important local and international research
companies that operate in Argentina. Its main objective is to put mechanisms into place that guarantee the
responsible functioning of the research industry of market and opinion. It strives to ensure the following
values among its associates: respect for the law, a continuous search for quality, transparent methods, social
responsibility and confidentiality.
24. Argentina
Colombia
Conde 2024 1º B - CABA
Carrera 47 N° 91 - 79 - Bogotá
+ (5411) 4107- 4107
+ (571) 744 – 9896
datosclaros@datosclaros.com
colombia@datosclaros.com
www.datosclaros.com
