We explore and understand the world through methodological methodological imagination, using qualitative and qualitative and quantitative techniques
Our Method
We explore and understand the world through
methodological imagination, using techniques
qualitative and quantitative
Method
At Lexia, we use methodological imagination—a blend of qualitative
techniques to understand and quantitative studies to measure.
This is our method:
Context: We frame strategic challenges in the context of relevant business environments, social and cultural trends, economic conditions, political landscapes, and competitor’s positioning.
Framework for analysis and interpretation
Our approach to analysis and interpretation is grounded in the understanding that people base their decisions
and actions on intuition, emotions, and cultural influences.
Proprietary Research Tools
We go beyond traditional surveys and focus groups by utilizing proven tools and proprietary methodologies specifically designed to deliver both qualitative insights and quantitative measurements.
ETNOTRIADES
We follow one person -accompanied by two others belonging to their close circle (friends, family, colleagues)- in real situations of consumption and experimentation of a product or service to learn how they relate to a category and brand, and how this is affected by the opinions of their peers. The accompaniment can be in homes, stores, streets, consumer centers or any other place. It is valuable for improvement, development and innovation of experiences, products and services.
ETNORAMA
We observe and enter into people’s daily lives to experience the world with them, whether at home, at a concert, in a store or anywhere else. It is valuable for improvement, development and innovation of experiences, products and services.
BRAND HEALTH
We evaluate how people perceive a brand in terms of awareness, reputation, values, quality, trustworthiness and other relevant attributes. The perception of a brand’s health relative to its competitors and the associations it triggers among people are key to its growth.
PRODUCT TESTING
We minimize risks and maximize the success of new market launches by understanding and measuring the viability, acceptance and positioning of new products. By evaluating flavors, presentations, packaging, designs and functionalities, we can help our customers choose the version that best connects with people’s tastes and needs.
ONLINE EXPERIENCE®.
We recreate the way people navigate and experience online sites and apps. Through interactive interviews we observe and learn how they use websites, apps, interfaces, etc. and how they could improve the user experience. Valuable to improve websites, portals, applications or digital interfaces from the point of view of experts and user feedback.
FLASH® PROBE
We trigger automatic reactions and immediate opinions on brief communication stimuli (TV and radio spots, slogans, posters, packaging, concepts, names). We understand the reasons for their reaction and we have quantitative indicators of acceptance or rejection. It is valuable and useful to enrich and refine communication pieces.
EMOCIORAMA®.
We play with children (drawings, dramatizations, competitions) in order to enter their world and understand their emotional relationships with a brand, program, character or product. Performed in digital environments, it is valuable and useful for the design of communication and products that speak in their own terms and connect with them.
METAFORAMA
We delve into the unconscious of people. We expose them to different projective and metaphorical techniques, which facilitates the communication of ideas or emotions that may be difficult to verbalize in conventional communication. It is valuable to identify positioning territories and creative platforms.
RED TABLE
We bring together leading experts, belonging to the red circle (influential people for their opinions and/or actions) to have a strategic vision on trends and challenges to be solved. Through this round table we will find the keys to understand in depth and prospect solutions to different challenges. It is valuable and useful to build scenarios and identify strategic opportunities.
INSIGHTS REPORT
Strategic documents tailored to our clients’ challenges that provide analysis and understanding of people’s characteristics (life cycles, generations, socio-economic levels, etc.), specific issues (habits, values, social and cultural phenomena, etc.), markets (industries, categories, competitive analysis) and trends (political, ecological, social, cultural, technological, legal, etc.).
HINTERLAND
We detect the area of influence of a commercial establishment, store, restaurant, shopping mall, etc. We tour and observe a physical area to understand how it functions, how it is inhabited and how humans and urban space coexist. We detect risks, trends, competition, advertising, habitability, among other anthropological elements. Valuable to attract more traffic to establishments, branches, real estate developments, etc.
SEMIOTIC MIRROR
We analyze the signs and systems of meaning and sense that must be used to reflect the essence of a brand and its symbolic universe. Communication pieces and actions will be more persuasive if they make a strategic and consistent use of their codes, narratives, semantic, visual and sound resources. To ensure this, it is essential to interpret how people perceive them according to specific cultural contexts.
KLIK POST® KLIK POST
We create an online community for participants to express and exchange their opinions, share their emotions and show their reactions to the issue, category or brand of interest. It is valuable and useful for the design of effective marketing, branding and communication strategies and actions.
