About Copernicus ConsultingConsumer and Design Research Services
About Copernicus‣ Helping you understand a changing social world‣ Founded in 2009‣ Headquartered in Toronto, Ontario‣ 4 core researchers, network of 12 more‣ Highly trained sociologists and anthropologists
Our story Copernicus proved that the Earth revolved around the sun
We show our clients what consumers are really doing......and that their livesdon’t revolve aroundbrands.
Sector experience‣ Financial services‣ Pharmaceuticals and health care‣ Consumer packaged goods‣ Technology and telecom‣ Government policy‣ Not-for-proﬁt and program evaluation
Segment expertise‣ Professionals: engineers; physicians‣ Women‣ Families‣ Gays and lesbians‣ Early technology adopters
Services Qualitative Quantitative Consulting • In-depth • Online surveys • Facilitation interviewing • Key performance • Creativity and • Focus group indicators innovation moderation • Web analytics workshops • Ethnography analysis • Training and shop-alongs • Quantitative • Design research analysis of • Semiotics existing data • Online focus groups
Expertise in...‣ Medical sociology - behaviours and beliefs a ecting medication, health outcomes, and patient compliance‣ Sociology of new technologies - attitudes toward technology adoption, technology behaviours and uses‣ Economic sociology - social attitudes toward money, credit and debit cards, transactional behaviours and preferences‣ Sociology of gender and families - understanding women’s purchasing and design preferences‣ Cultural anthropology/ethnographic methods - designing the right method for the right question
We use theories of social life... market research design research social theory ...to help clients understand the social world of consumers.
TextOur TechnologyEcosystemAudits ...show our clients what technologies consumers are using.
Our office visits... ...show what technologies employees actually use.
Our home visits... ...shows what consumers are actually consuming.
Our ethnographies......witness how people actually buy things.
...discoverOur interviews... how consumers actually live
Our deep dives... ... uncover consumers’ aspirations.
Our shop- alongs... ...show what toolsconsumers need to get the job done.
We gathertechnicalemotionalculturalpracticalinsight into consumers.
Our conceptual models...Brand Value Map ...answer the question, “so what?”
Our creative reporting techniques...Tag clouds Visual narratives It...bring insights to life.