In a market where «nothing will be as it was before any more», it is not so simple to get the best appropriate consumption insight, even more now that people ask their brands for greater concreteness and genuineness. PureVision is an observatory monitoring the relation between goods and consumer, recovering for each category its original motivational core. The brands will therefore be able to get rid of their own «value shield» and finally express themselves in their utmost purity.

It is quite obvious that if you ask your customers how good you are, they will return you the (average) perception of your cleverness. But what’s the good of it? Don’t you think it would be more useful to learn from your mistakes and under stand what actually disappoints them? CustomerDissatisfaction will help you find out in which ring of the value chain your brand gives no satisfaction, thus turning a negative experience into a fulfilling and memorable event.

How can I build my brand? What promises shall I rely upon? Should they be emotional or rational? Genesis is an operative model that assists marketing in building up the brand identity and positioning. Genesis identifies the value potential of a product or service in the field, later assesses its distinctiveness in the market and finally translates them into a brand account, prompting a deep agreement with the current or future consumer.

Moody addresses those who are bored with the same old segmentations, no longer able to explain today consumers’ behaviour, more and more complex and sometimes contradictory. The methodology, which actually represents a real leap forward in the sector, shifts from a static vision (styles) to a dynamic interpretation (mood) of consumption, thus permitting a company to identify their own privileged target in the best effective way.