\nTot el spune c\u0103 dup\u0103 2010 s-a produs \u00eens\u0103 un <dezghe\u0163> \u015fi au reap\u0103rut cererile pentru studiile strategice, de mare anvergur\u0103. \u201dMarketerii ce stau \u00een spatele marilor branduri \u015fi-au dat seama c\u0103 r\u0103spunsul corect la presiunea schimb\u0103rilor de pe pia\u0163\u0103 este adaptabilitatea \u015fi inova\u0163ia\u201d, declar\u0103 Panicos Christopoulos.<\/p>\n
\nAstfel, printre studiile \u015fi metodologiile \u201dvedeta\u201d apar cele care reu\u015fesc s\u0103 ias\u0103 din abord\u0103rile clasice, iar \u015feful 360insights enumer\u0103:<\/p>\n
\n\u2022 Studiile de \u201dco-creation\u201d, \u00een care consumatorii devin parte din procesul de inova\u0163ie pe care \u00eel ini\u0163iaz\u0103 m\u0103rcile<\/p>\n
\n\u2022 Studiile etnografice, c\u00e2nd cercert\u0103torul intr\u0103 \u00een universul consumatorului, pentru a \u00een\u0163elege experien\u0163a subiectiv\u0103, personal\u0103 a indivizilor cu categoriile de produse \u015fi m\u0103rcile \u00een via\u0163a de zi cu zi<\/p>\n
\n\u2022 Studiile cu o abordare holistic\u0103 a categoriei, privind consumatorul \u00eentr-un context amplu (abordare multi-categorie, atingerea tuturor elementelor de marketing mix, \u00een\u0163elegerea omului din spatele consumatorului, etc)<\/p>\n
\n\u2022 Studiile de \u201dshopper\u201d, dubl\u00e2nd aten\u0163ia acordat\u0103 p\u00e2n\u0103 acum doar consumatorului, \u015fi c\u0103tre cump\u0103r\u0103tori.<\/p>\n
\nFirma de cercetare \u00eempline\u015fte anul acesta cinci ani, iar Panicos Christopoulos spune c\u0103 \u201dprima cifr\u0103 ce ne caracterizeaz\u0103 este 3\u201d. \u00cen 2008, \u00eempreun\u0103 cu Mihaela Alexandru \u015fi Ciprian Zamfirescu au \u201dschimbat macazul \u015fi am \u00eenceput povestea 360insights, pe atunci o companie de propor\u0163ii mici, \u00eens\u0103 cu viziune la scar\u0103 larg\u0103\u201d. Acum, 360insights are 36 de angaja\u0163i specializa\u0163i, o re\u0163ea de peste 300 de colaboratori \u00een \u00eentreaga \u0163ar\u0103 \u015fi coordonarea a mai mult de 900 proiecte realizate din 2008 \u015fi p\u00e2n\u0103 acum.<\/p>\n
\n\u201d\u00cen evolu\u0163ia sa, 360insights s-a definit pe pia\u0163\u0103 ca fiind o companie orientat\u0103 c\u0103tre client, colabor\u00e2nd de-a lungul timpului cu companii din domenii \u015fi industrii precum FMCG, telecom, auto, financiar, industria farmaceutic\u0103, media, resurse umane, marketing social, s.a\u201d, spune Panicos Christopoulos.<\/p>\n
\nClien\u0163ii 360insights sunt companii multina\u0163ionale \u015fi locale, \u201diar proiectele pe care le derul\u0103m \u00eempreun\u0103 cu ace\u015ftia acoper\u0103 pia\u0163a din Rom\u00e2nia dar \u015fi alte \u0163\u0103ri din Europa Central\u0103 \u015fi de Est \u015fi Orientul Apropiat\u201d. Fondatorul 360insights spune \u00eens\u0103 c\u0103 nu diversitatea \u015fi extinderea regional\u0103 a clien\u0163ilor \u00eel bucur\u0103 cel mai mult, ci loialitatea lor. \u201dSunt clien\u0163i cu care am pornit la drum \u00een 2008 \u015fi pentru care sim\u0163im c\u0103 suntem mai mult dec\u00e2t o agen\u0163ie de cercetare de pia\u0163\u0103; am devenit un partener care le cunoa\u015fte foarte bine consumatorii \u015fi business-ul\u201d.<\/p>\n
\nPanicos Christopoulos spune c\u0103 oferta 360insights cuprinde setul complet de metodologii \u015fi solu\u0163ii de cercetare, \u201dprivind in urma la proiectele realizate credem c\u0103 nu e niciun tip de studiu sau de target pe care sa nu le fi abordat, de la studii tactice de testare a mixului de marketing, studii strategice de pozi\u0163ionare \u015fi aranjare de portofoliu, p\u00e2n\u0103 la cele de loialitate a consumatorilor\u201d.<\/p>\n
\nPe agenda de lucru a 360insights, completeaz\u0103 Panicos Christopoulosse afl\u0103 o serie de proiecte \u00eentre care realizarea unei comunit\u0103\u0163i online cu tinerii \u201dmillennials\u201d, numit\u0103 Trend.Set.Go; o serie de proiecte de identificare a oportunit\u0103\u0163ilor pe care le au m\u0103rcile \u00een aria sustenabilit\u0103\u0163ii sociale; aplica\u0163ii ale teoriei \u2018behavioral economics\u2019 \u00een research \u015fi marketing.<\/p>\n","protected":false},"excerpt":{"rendered":"
\u201dSchimb\u0103rile de pe plan economic \u015fi social din ultimii ani s-au reflectat \u015fi \u00een pia\u0163a de cercetare, f\u0103c\u00e2nd-o foarte dinamic\u0103. |n anii 2008 \u015fi 2009 criza financiar\u0103 a determinat clien\u0163ii s\u0103-\u015fi eficientizeze cheltuielile \u015fi s\u0103 se orienteze mai degrab\u0103 c\u0103tre studii tactice, evalu\u00e2nd aspecte punctuale legate de m\u0103rcile \u015fi categoriile lor\u201d, spune Panicos Christopoulos, managing director & founder 360insights.<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[510,511],"tags":[7386,8866,7387,7178,199,4895,7853],"class_list":["post-102357","post","type-post","status-publish","format-standard","hentry","category-actualitate","category-afaceri","tag-branduri","tag-cercetare","tag-marci","tag-marketing","tag-presiune","tag-schimbari","tag-studiu"],"_links":{"self":[{"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=\/wp\/v2\/posts\/102357","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=102357"}],"version-history":[{"count":0,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=\/wp\/v2\/posts\/102357\/revisions"}],"wp:attachment":[{"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=102357"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=102357"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=102357"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}