An overview of what we offer including sector expertise

1. About Copernicus Consulting
Consumer and Design Research Services

2. 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

3. Our story
Copernicus
proved that the
Earth revolved
around the sun

4. We show our clients
what consumers are
really doing...
...and that their lives
don’t revolve around
brands.

5. Sector experience
‣ Financial services
‣ Pharmaceuticals and health care
‣ Consumer packaged goods
‣ Technology and telecom
‣ Government policy
‣ Not-for-profit and program evaluation

6. Segment expertise
‣ Professionals: engineers; physicians
‣ Women
‣ Families
‣ Gays and lesbians
‣ Early technology adopters

7. 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

8. 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

9. We use theories of social life...
market research
design research social theory
...to help clients understand the social
world of consumers.

10. Text
Our Technology
Ecosystem
Audits
...show our clients
what technologies
consumers are using.

11. Our office visits...
...show what
technologies
employees actually
use.

12. Our home visits...
...shows what
consumers are
actually consuming.

13. Our ethnographies...
...witness how people actually buy things.

14. ...discover
Our interviews... how
consumers
actually live

15. Our deep dives...
... uncover
consumers’
aspirations.

16. Our shop-
alongs...
...show what tools
consumers need to
get the job done.

17. We gather
technical
emotional
cultural
practical
insight into consumers.

18. Our conceptual models...
Brand Value Map
...answer the question, “so what?”

19. Our creative reporting techniques...
Tag clouds
Visual narratives
It
...bring insights to life.

20. Our findings...
...produce simple, actionable results.

21. Our facilitation
services...
...help clients apply
insights.

22. Your source for understanding the cultural world of consumers.
Sam Ladner, PhD
Principal
+1 (416) 858-1536
sladner@copernicusconsulting.net
http://copernicusconsulting.net