SAM Insight_to_go: the Research Intelligence to better understand consumers' needs in today context .

1. The Research Intelligence
2014

2. WHO WE ARE
We are a team of Research Intelligence with a professional history
deeply rooted in marketing, communication and market research.
We are moved by
Sensitivity to the brand, Passion for the consumer,
Commitment to grasp the most hidden aspects of reality,
Desire to support Companies with our knowledge and expertise.

3. WHAT WE DO
We enhance the encounter of
Consumer market’s desire
and
Business objectives
We catch Trends
We disclose Insights
We set the insight
within the context of the Market and within the Company’s ambition
Insight: an intuitive and sharp vision able to unlock a problem, opening up to new opportunities.

4. WHY TO CHOOSE US …
… we inspire disruptive questions...
to
identify – encourage – exchange new consumption experiences,
both locally and internationally
… we facilitate the dialogue between the consumer and yourselves...
to
design - experiment – loyalise – include and also reject …
...we do what you do not have the time for …
to
know – plan – take a deeper dive – develop - monitor

5. THE APPROACH AND THE TOOLS
I.
We break up and reorganise reality.
II.
We overcome obvious facts to identify those latent signs that will let us unveil an
actionable insight.
III. We develop the insight in practical terms and attribute it to practical strategic
guidelines.

6. I.
WE BREAK UP AND REORGANISE REALITY
We penetrate reality, we search it, observe it, listen to it,
not just to have a picture.
We break out reality to read trends in embryo.
The approach





We investigate geography because territory does characterize and condition the culture
We turn to psychology to track down the relationship between personality and need
We use sociology because events must be assessed
We analyse economy because purchasing power is the real driver, the only one able to explain
consumption and its expressions
We listen to the street because it represents the daily social sphere, where thinking originates
and behaviours are performed
The tools

social economical data - Company’s data - desk analysis - ad hoc market research - trend scouting
- competitive arena analysis - trade analysis - media ethnology analysis

7. II. WE IDENTIFY AN ACTIONABLE INSIGHT
We reorganise reality in behavioural styles.
We identify the fil rouge or the catalyst aspiration.
We combine reality again in unexpected and sense-generating paradigms.
.
The approach and the tools

Selection: we weigh exceptions to keep them or reject them – brand, consumer, trade

Contamination: we funnel multiple desires

Elaboration: we stay in touch with consumers to safeguard the company’s ambition

Co-creation: we invite the consumers and the company to the game. And we create together.

8. III. WE ATTRIBUTE THE INSIGHT TO THE STRATEGY
We connect the insight to the Company’s context and ambition.
The approach
 We guide you in the preparation of your business plans by identifying the strategic context
 We help you in your dialogue with the ad agency, from the definition of the communication brief
to the critical evaluation of agency’s proposals.
 We support you in the identification of the opportunities useful for your marketing plans;
we accompany you in the result monitoring stage.
The tools
Brand
 Qual/quant competitive Analysis - Brand Review - Portfolio Strategy - Target Profiling –
Brand Footprint - Brand Positioning - Brand Strategy
Communication
 Media & comms competitive Analysis - ATL/BTL Comms Strategy - Creative Strategy Creative brief - Trade Activation

9. WE WORKED FOR…
In the triangulation of our professional histories,
we consolidated a meaningful experience in FMCG, Retail, Luxury Goods,
Fashion, Banking, Insurance, Pharmaceutical, TLC&IT and Automotive.
MAIN CLIENTS
Companies/Brands
Barilla
Banca Popolare Milano
BritishAmerican
Tobacco
Conad
DBA
Gewiss
Henry Wintermans
Illy
Isaia
Ikea
L’Oréal
Mastercard
Merlin Gerin
Microsoft
Natexis
Equity
Funds
Opel Gm
Orafti
Chemical
Co
Sara Lee
Sector
Scarpe & Scarpe
Sony
Ssl Healthcare
Sunstar
Televita
Unipol
Advertising Agencies
Research institutes
Euro Rscg
Fallon Currie Consulting UK
Lowe International
McCann-Erickson Italy/
Frankfurt/ Paris/London/New
York
Publicis
Rgb Torre Lazur
Selection
TBWA
Universal McCann Media
Y&R
Dolci Associati
TNS Abacus
Delta Espana
Gatard & Associés
Paris
Mc
Donnel-Spence
UK
King Brown USA
Tell Us France

10. OUR STUDIES

The consumer after the crisis: from the Consumer to the Prosumer

The Green economy trend as the answer to the crisis and consumers’ request to
more value and sustainability

The female universe and its evolution as founding element in most experiences of
consumption and lifestyle

The new concept of value for money and low price: from Low Cost to New
Affordable

The new ways of enjoyment during the crisis:


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the Going Slim trend: the encouragement of a self-regulating consumption which favours brands,
product formats and brand stories in tune with an “easy lightness” concept
the Popular concept and revised the timeless hit light consumption, with taste
The New Luxury: how the luxury has changed in the new socio-economic context
All our studies include a workshop at the Client
to connect the specific topic to the Company context and strategies.

11. THE TUTORING ACTIVITIES
We set our experience and knowledge available also for:
 Coordination of Local and International research projects
 Training and Tutoring of individuals and teams as far as Research,
Insight generation and its business implementation

12. SAM FOUNDERS’ MINI BIO’S
Simona Orlandi
Marita Mariani
 The
experience in the dialogue with the
consumer: 10 year at Int’l Research Institute,
followed by 22 years as a member of McCannErickson Int’l Strategic Planner team, where she
contributed to the success of Boots, Camel, Coca
Cola, GM, Illy, Levi’s, Mac Donald’s, Microsoft,
Nescafé, Sony.

20 years experience in the Marketing
Intelligence of multinational companies:
Barilla, the start and the tools in marketing
research in Italy and abroad; Sara Lee Branded
Apparel, the challenge to start–up the market
research unit; British American Tobacco, the
consolidation, the business management and
the professional growth as team leader.

She is an Executive & Life Coach and a trainer
in Leadership.

studying, writing, loving.
She recharges her batteries gardening,
cuddling her beloved cats, reading and hiking
mountains.
Marita Mariani
Mobile +39 335 1309500
Email marita.mariani@fastwebnet.it
Skype marita.mariani
Simona Orlandi
Mobile +39 334 6641081
Email orlandisimo13@gmail.com
Skype orlandisimo13
 The passion for discovery: in 2001 founder of
“CREATIVE
.DIAMOND.
RESEARCH",
specializing in qualitative research with a specific
focus on advertising and trends.
 When not working… she likes cooking, running,

13. THANK YOU
And do not forget that …
… reality is never just as it appears, it is much more promising than first
impression!!!
That’s the secret of the Insight
Web-site coming soon