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IPSOS, a company specializing in market research, takes as a starting point of the study that digitization is a reality, which needs to be improved according to the level and type of companies. We know that the digital approach and business models focused on the customer will continue to be the main trends in different markets and product and service categories. However, the results of the I Study on the state of digitalization of Spanish companies and Public Administrations, carried out under the umbrella of the Vodafone Observatory of the Company, reveals that the degree of digitalization of large Spanish companies is good, but it does not occur so in smaller companies.
The brands that grow start to connect with people. In a context where the supply is increasing, it is essential to understand how people make their choices; therefore, it is essential to understand what is the role and importance of each factor that appears along the way to purchase.
It is recommended an approach in stages that integrates the different clusters at the same time, and allows us to learn and add information along the way: The first phase, represents a quantitative study with buyers focused on the online purchase, in the second phase, it is The scope of the trends through interviews with experts and finally the third and final phase would be shared with other clusters to understand the real scope of learning.
The proposal that IPSOS offers is to create Instant Community, an online space for a group of consumers with different profiles that allow them to share their motivations, concerns, and barriers in relation to the activities that are being launched. Different types of activities are used to extract relevant insights through text, photo and video. Platform owned by IPSOS, developed by and to develop research, managed by IPSOS through its experts in each country.
Raising the bases and the structure of the dynamics, phase 1 will allow us to specify the specific objectives and the trends to be explored. First, we can deepen the different motivations, phase 2 will allow us to explore the impact of digitalization and e-commerce in its way of buying and phase 3will allow us to know the impact of the most relevant trends in the final consumer and its relationship with the different clusters.
In conclusion, the joint work sessions allow:
1- Download the results of the project to reality:
– Activate the findings of the research project as soon as possible
– Design fully actionable strategies from the beginning
– Shorten the time needed to convert recommendations into action
2- Achieving more involvement by all stakeholders:
– Gather the whole team for discussion and decision-making
– Follow a more agile and efficient decision process
– Ensure the commitment of all the actors in implementing the actions