Using a series of tools for research and analysis of the consumer, of markets and industries and of the economic landscape, C aims to question, explore, analyse and reach conclusions. As a laboratory we are constantly testing new approaches and ways of doing things.
C LABORATORY PROCESS
FERRAMENTAS DE CONSUMER RESEARCH
In addition to the more common consumer research techniques, such as Focus Groups, in-depth personal interviews and quantitative studies with different survey methods, C-Lab has been developing and innovating several tools according to the needs of each study.
These are consumer groups who agree to participate in ongoing research.
This approach is used continuously in the Barometer in order to ensure the consistency and coherent construction of a long series, but it has already been used in other research aimed at achieving a more intense and in-depth analysis of the individual.
Within the scope of researching the 18 to 28-year-old segment, C-Lab created C-Spotters, a panel consisting of 50 individuals from this segment who were monitored daily for 6 months. For this purpose, in addition to the face-to-face interviews, a private social platform was developed where themes were launched for private discussion.
These are studies aimed at in-depth observation, analysis and interpretation of the system of values, motivational determinants, reasons for choice and consumer patterns of the different consumer classes, conducted onsite and in real time, thereby avoiding rationalisation on the part of the interviewee.
Ethnography has been used when little is known about the reality (market or segment), when rapid changes requiring new insights, which are often not verbalised by the consumer, are recognised.
In the study on Private Life – New Players and New Dynamics in Consumption, ethnography was very present. We monitored 15 families (very) closely, audio recordings were made of all visits to their homes, and more than 300 photographs were taken of their living space, the fridge, the pantry, the bathroom cupboard and bedside locker.
Suitable for studies of a highly exploratory nature, creating ideas or concepts, the workshops have been used at C-Lab essentially within the framework of the study of Trends of Change.
We developed our own co-creation methodology, covering various discussion exercises on behaviour, latent needs and desires in the future, favouring the consideration of new possibilities.
This approach has been quite successful in promoting discussion that takes on a more forward-looking nature.
We work with groups of 12-20 individuals, depending on the objective.
We also use other consumer research techniques with the Focus Groups, personal interviews and face-to-face quantitative studies, using the telephone or the Internet.
UNICRE DATA: A SOURCE OF PROPRIETARY INFORMATION
Exclusive access to transactional information from Redunicre, which represents the majority of the automatic payment terminals in Portugal and which allows monthly monitoring of the consumption of the Portuguese.
By virtue of the partnership with UNICRE, C has aggregate monthly data from January 2007. With this data, we can conduct real-time monitoring of an enormously representative, stable sample which can be segmented.