What we do
C-Lab in Portugal works in annual research cycles, focusing on work hypotheses that are relevant to the set of companies that fund the research. The knowledge produced by C-Lab is divided into two major groups: recurring research and major annual themes.
TRENDS OF CHANGE IN PORTUGUESE CONSUMERS
Paper produced annually, to identify and analyse the trends that C believes can constrain the behaviour of individuals as consumers, either explicitly, in changes of the ways of acting towards brands and their value propositions, either regarding concerns with the assertion of new needs and lifestyles that can be explored by companies.
In 2014, though keeping the monitoring of trends identified on previous editions, C-Lab developed eight new perspectives on the evolution of needs and values of the Portuguese people: Visual Talking; The ‘WOW’ factor; Search for anti-stress solutions; Sum of relationship networks; New Jobs; Jut Nots; Less, but better: Redefined value; The value of making economy.
In 2015, we will maintain the new approach pursued in the last edition, more supported in thinking around innovative offerings and what we called the “Great Gestures”- phenomena that mark the world and are relevant summaries of the changing trends.
Aiming to settle the analysis that began in 2014, we will keep monitoring trends in the Spanish market, based on public data and information.
From 2015 this research will also have an expression of its continuity in an Extranet – MEETING POINT – accessible to companies in the community. On this platform, we will continue to monitor, illustrate and scale all trends followed by C. Offers / innovations that are interesting manifestations of changing consumers will be increasingly present in C radar and will have now a new home on this platform.
This research follows a systematic methodology that uses both qualitative and quantitative tools. In the qualitative component, we conduct workshops with consumers that have to perform various exercises encouraging critical self-analysis and the consideration of new possibilities. Also as a qualitative tool, we perform a few in-depth individual interviews to study certain profiles we consider relevant to the research. In the quantitative component, we interviewed 600 individuals annually with a questionnaire that measures adherence to ideas and behaviours.
Through a Permanent Panel of 500 consumers, the Barometer, published annually, ensures continued monitoring of indicators related to the Mood of the Consumer (a variable that weighs satisfaction with the present and with the future outlook of the individual), the Share-of-Wallet and the Share-of-Time of the consumers.
Supported by the wealth of information that the Redunicre data has to offer, the Share-of-Wallet monitors a comprehensive set of variables, from the absolute and relative growth dynamics of consumption in different categories to buying frequency, seasonality, credit use, etc.
The Barometer also tracks variables such as Happiness, Concerns and Confidence, where the aim is to find correlation relationships between mood, in these different components, and changes in consumption. The long series being constructed will enable the nexus(es) of causality to be gauged with ever increasing relevance.
This is the macroeconomic feature that is aimed at identifying the main variables that define consumption, short- and long-term indebtedness of families, the unemployment rate, inflation, etc.
The consumption function is aimed at forecasting consumption behaviour in the Portuguese for the following year and is therefore presented in January. This research is intended to establish concrete correlations between the context, the mood and consumption behaviour.
Over the last decade, the consumption function has been able to satisfactorily explain the evolution of Private Consumption vis-à-vis income-based models. It was, however, found that the increase in recent turbulence was a sign of an opportunity to improve this Function’s forecasting power, by accommodating a possible structural change with the inclusion of new variables.
Thus, the initial model was expanded in 2012 with the inclusion of the unemployment rate and its variation, as explanatory variables, and was subject to slight changes in the specification of other variables.
The objective was to better explain the gap between the size of the drop in income and in private consumption, on the one hand, and the combination of the objective factors and the expectations, on the other hand.
ANNUAL THEMATIC RESEARCH
These are the major research themes selected every year according to the interests of the entire community. They are seen as working hypotheses and are therefore posed, in general, by way of questioning.
They are developed on the basis of methodologies, samples and market studies that are highly customized.
- The House: what is its centrality and which consumption’s define it?
- Sustainability and Social Responsibility: how to positively reach consumers?
- Children and youth: accompanying the formation of a new world
- Leisure, entertainment and tourism: key factors in structuring new lifestyles
- Portuguese Seniors: a generation with multiple facets and in profound reconfiguration
- Digital, recreator of consumers’ reality
- (Re)discovering Families: New Economic entities
- Money: new concepts dictated by a more serious relationship with this money
- A New Share-of-Channels
- The Consumer in the Crisis: an aid to navigation
- Communicating with Today’s Consumers: clues to understanding the new patterns