{"id":20297,"date":"2021-12-20T12:13:38","date_gmt":"2021-12-20T11:13:38","guid":{"rendered":"https:\/\/imago-mc.com\/pruebas\/kids\/?p=20297"},"modified":"2022-03-09T10:30:41","modified_gmt":"2022-03-09T09:30:41","slug":"taller-design-thinking-cenfim-tmkf","status":"publish","type":"post","link":"https:\/\/www.kids-cluster.com\/en\/taller-design-thinking-cenfim-tmkf\/","title":{"rendered":"El cl\u00faster CENFIM y KID\u2019S CLUSTER organizan un taller de design thinking con The Modern Kids and Family para redefinir espacios hoteleros dedicados al p\u00fablico infantil y familiar"},"content":{"rendered":"<ul>\n<li><strong>CENFIM, el cl\u00faster del sector <em>contract-hospitality<\/em>, y KID\u2019S CLUSTER, el cl\u00faster de productos y servicios para la infancia, han organizado un taller de ideaci\u00f3n para repensar algunos de los espacios hoteleros en base a las preferencias y necesidades de las nuevas generaciones.<\/strong><\/li>\n<li><strong>La sesi\u00f3n ha tenido como punto de partida un informe de tendencias estrat\u00e9gicas en turismo familiar elaborado por The Modern Kids and Family, la agencia de comunicaci\u00f3n y marketing especializada en el target infantil, adolescente y familiar.<\/strong><\/li>\n<\/ul>\n<p>CENFIM y KID\u2019S CLUSTER han organizado un taller de design thinking que ha contado con la participaci\u00f3n de un grupo multidisciplinar formado por\u00a0los expertos en tendencias, marketing y comunicaci\u00f3n de The Modern Kids and Family (TMKF) y los equipos de CENFIM y de KID\u2019S CLUSTER. La sesi\u00f3n se ha desarrollado con el objetivo de co-crear para redefinir los espacios hoteleros dedicados especialmente a las familias y la infancia, pensando en las tendencias, necesidades y preferencias de las nuevas generaciones de madres, padres y kids. A tal fin, la sesi\u00f3n ha contado tambi\u00e9n con el acompa\u00f1amiento de profesionales de un importante resort familiar que cuenta con espacios hoteleros, quienes han aportado conocimiento sobre el target.<\/p>\n<p>La sesi\u00f3n se enmarca en la fase de dise\u00f1o e implementaci\u00f3n del proyecto CoontractVR, liderado por CENFIM y cofinanciado por el Ministerio de Industria, Comercio y Turismo a trav\u00e9s del programa AEI de apoyo a la PYME. El proyecto cuenta tambi\u00e9n con la participaci\u00f3n de AMIC, la Agrupaci\u00f3 Moble Innovador de Catalunya, Fusteria Gurd\u00f3 y Fundaci\u00f3 i2Cat.<\/p>\n<p><strong>El taller de design thinking<\/strong><\/p>\n<p>El taller se ha estructurado en 4 pasos. El primero de ellos ha sido la presentaci\u00f3n de un estudio en profundidad realizado por TMKF sobre mega-tendencias del p\u00fablico familiar, vinculadas a ocio y turismo. El an\u00e1lisis se centra en las preferencias y gustos de los ni\u00f1os y ni\u00f1as, ya que cerca del 60% de padres y madres declaran que sus hijos influyen en las decisiones de compra, y no \u00fanicamente en categor\u00edas dirigidas a ellos como podr\u00edan ser los juguetes. Teniendo este revelador dato en cuenta, TMKF ha dibujado 6 perfiles de \u201cconsumer persona\u201d que responden a tendencias globales. El segundo paso ha consistido en identificar aquellos perfiles que, en el medio y largo plazo, el equipo de profesionales del resort participante considera que tendr\u00e1n un mayor impacto en sus estrategias.<\/p>\n<p>En el tercer paso, el equipo de TMKF present\u00f3 todas las tendencias detectadas, como por ejemplo la tendencia de las familias a buscar herramientas y espacios que fomenten la calma y el descanso, el auge del interiorismo gamer y las experiencias h\u00edbridas, el veganismo, la biofilia, la sostenibilidad y el compromiso con el medioambiente o la hibridaci\u00f3n entre experiencias educativas y de ocio (edutainment). En este punto, el equipo del resort ha se\u00f1alado aquellas tendencias que pueden tener un mayor encaje con los valores de su negocio y con la est\u00e9tica y la filosof\u00eda de su oferta hotelera. Por \u00faltimo, se ha realizado un ejercicio conjunto de priorizaci\u00f3n de todos los aspectos vistos durante la din\u00e1mica. Los resultados obtenidos servir\u00e1n para elaborar un informe final de tendencias y perfiles m\u00e1s destacados para el proyecto.<\/p>\n<p><strong>Los nuevos usuarios de hoteles y espacios de ocio familiar<\/strong><\/p>\n<p>El consumer persona es una segmentaci\u00f3n o representaci\u00f3n ficticia utilizada para ayudar a entender el comportamiento y el estilo de vida del p\u00fablico objetivo. En el caso del proyecto CoontractVR, TMKF ha podido detectar 6 perfiles de ni\u00f1os y ni\u00f1as: wellness kids, screen &amp; tech lovers, healthy &amp; sustainable gourmets, outdoor seekers, comprometidos y millennial\u2019s children. Cada uno de estos perfiles responden a las m\u00e1s de 70 tendencias que el estudio recoge y analiza en profundidad. Cabe destacar la dificultad de encasillar a los ni\u00f1os y ni\u00f1as en un \u00fanico perfil, puesto que en la etapa infantil las personas est\u00e1n definiendo su car\u00e1cter, gustos y preocupaciones y es frecuente el cambio de criterio, as\u00ed como tener diferentes referentes seg\u00fan la etapa: primero el n\u00facleo familiar, luego los amigos, y m\u00e1s adelante otros referentes m\u00e1s alejados.<\/p>\n<p><strong>Un taller con herramientas digitales<\/strong><\/p>\n<p>Para la realizaci\u00f3n de la din\u00e1mica con se ha utilizado una plataforma online de co-creaci\u00f3n que permite virtualizar la interacci\u00f3n y el trabajo en equipo en tiempo real, as\u00ed como visualizar de una manera intuitiva los recursos y contenidos utilizados en el taller. La metodolog\u00eda dise\u00f1ada por CENFIM, junto con la utilizaci\u00f3n de herramientas digitales, ha permitido la participaci\u00f3n de equipos multidisciplinares desde diferentes ubicaciones, lo cual facilita unos mejores resultados para el proyecto.<\/p>\n<p><strong>El proyecto CoontractVR<\/strong><\/p>\n<p>El objetivo global del proyecto CoontractVR es el desarrollo experimental en el uso de tecnolog\u00edas interactivas cloud de realidad virtual multi-usuario para extender la participaci\u00f3n conjunta de proveedores de equipamiento, prescriptores, promotores de espacio y usuarios finales en los procesos de co-dise\u00f1o de espacios contract en ocio. Con el impulso de este proyecto, los participantes pretenden contribuir a mejorar la calidad de las experiencias de los visitantes finales de estos espacios a trav\u00e9s de experiencias m\u00e1s inmersivas e interactivas, as\u00ed como impulsar la digitalizaci\u00f3n, la mejora de procesos y el aumento de la competitividad en la cadena de valor del dise\u00f1o y el equipamiento de espacios contract de la industria del ocio, y de la cadena de valor de la industria infantil y familiar.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>CENFIM, el cl\u00faster del sector contract-hospitality, y KID\u2019S CLUSTER, el cl\u00faster de productos y servicios para la infancia, han organizado un taller de ideaci\u00f3n para  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