{"id":20273,"date":"2021-12-20T11:51:07","date_gmt":"2021-12-20T10:51:07","guid":{"rendered":"https:\/\/imago-mc.com\/pruebas\/kids\/?p=20273"},"modified":"2021-12-20T13:35:52","modified_gmt":"2021-12-20T12:35:52","slug":"kc-panel-futur-noves-generacions","status":"publish","type":"post","link":"https:\/\/www.kids-cluster.com\/es\/kc-panel-futur-noves-generacions\/","title":{"rendered":"Els membres de KID\u2019S CLUSTER participen en un estudi etnogr\u00e0fic amb infants sobre el futur de les noves generacions"},"content":{"rendered":"<ul>\n<li><strong>Els resultats s\u2019han presentat en un workshop que ha servit per transformar els insights captats a l\u2019estudi, en oportunitats de negoci per a les empreses<\/strong><\/li>\n<li><strong>Les catorze organitzacions participants provenen del sector educatiu, de la rob\u00f2tica, del joc i la joguina, el material escolar, l\u2019editorial, l\u2019esport i el lleure<\/strong><\/li>\n<\/ul>\n<p>Barcelona, 20 de desembre de 2021<\/p>\n<p>El passat dijous, catorze membres del cl\u00faster de la inf\u00e0ncia van participar al taller amb el qu\u00e8 culmina el segon estudi etnogr\u00e0fic de KID\u2019S CLUSTER d\u2019aquest any. KC-Panels \u00e9s el servei que ofereix el cl\u00faster per connectar el teixit empresarial amb el target infantil, i suposa <strong>la transformaci\u00f3 de la investigaci\u00f3 de mercat en una estrat\u00e8gia \u00e0gil, col\u00b7laborativa, flexible i assequible<\/strong>. El servei, que t\u00e9 com a objectiu <strong>fer estudis etnogr\u00e0fics per con\u00e8ixer aspectes concrets de les formes de vida i de consum de les fam\u00edlies i els infants<\/strong>, s\u2019estructura de la seg\u00fcent forma: el cl\u00faster, en col\u00b7laboraci\u00f3 amb l\u2019equip d\u2019investigaci\u00f3 de The Onion Inside, especialistes en research generacional, proposa un \u00e0mbit d\u2019inter\u00e8s estrat\u00e8gic per a les empreses del sector. Les organitzacions que hi detecten l\u2019inter\u00e8s participen en una sessi\u00f3 per definir els temes concrets que s\u2019analitzaran durant l\u2019estudi. A partir d\u2019aqu\u00ed, s\u2019estructura una comunitat online temporal amb infants i fam\u00edlies. <strong>\u00c9s una manera d\u2019estar en contacte amb el target en un format que els resulta proper i natural<\/strong>, i a trav\u00e9s del qual podem realitzar un estudi etnogr\u00e0fic en temps real. Durant una setmana tant l\u2019equip del cl\u00faster com les empreses participants observen, interactuen i analitzen tend\u00e8ncies i q\u00fcestions interessants per al sector. Al finalitzar la setmana, es recopilen els principals insights en un informe de resultats.<\/p>\n<p>El passat dijous, <strong>les catorze empreses participants en aquest KC-Panel van assistir a una sessi\u00f3 de presentaci\u00f3 dels resultats en format workshop<\/strong> per integrar els aprenentatges i traduir-los en oportunitats per a les seves estrat\u00e8gies. En concret, aquest panel tenia com a objectiu determinar com els infants perceben el seu futur, \u00e9s a dir, entendre de quina manera els nens i nenes es projecten com a adults, quin ser\u00e0 el m\u00f3n que esperen trobar, quins reptes els planteja cr\u00e9ixer, i qu\u00e8 poden fer les marques per ajudar-los a assolir el futur al qu\u00e8 aspiren.<\/p>\n<p><strong>\u00a0<\/strong><\/p>\n<p><strong>El futur de les noves generacions<\/strong><\/p>\n<p>Els nens i nenes que han participat a l\u2019estudi, provinents de tot el territori nacional, comparteixen diferents aspiracions i percepcions sobre el futur. Perceben que, com a adults, tindran molt poc temps lliure i poca diversi\u00f3, i manifesten molta pressi\u00f3 i estr\u00e8s per arribar a ser qui volen ser. Els infants tamb\u00e9 han deixat pistes sobre <strong>com imaginen el futur del turisme<\/strong>, l\u2019oci i el temps lliure: m\u00e9s compartit amb la fam\u00edlia, m\u00e9s outdoor, m\u00e9s personalitzable i m\u00e9s interactiu.<\/p>\n<p>D\u2019altra banda, <strong>imaginen l\u2019escola com un entorn molt m\u00e9s tecnol\u00f2gic<\/strong>, especialment pel qu\u00e8 fa a dom\u00f2tica i edificis intel\u00b7ligents. Imaginen un entorn educatiu molt verd, obert, amb llum i amb les tecnologies totalment integrades i al servei dels mestres, com un recolzament a la seva tasca per tal que ells i elles puguin centrar-se en ensenyar. <strong>S\u2019imaginen menys deures, menys paper i menys pes a les motxilles, i demanen m\u00e8todes d\u2019avaluaci\u00f3 que els suposin reptes creatius. <\/strong>Destaca tamb\u00e9 la seva demanda per obtenir dels docents m\u00e9s suport emocional, m\u00e9s empatia i acompanyament. Pel qu\u00e8 fa als llibres i la lectura, proposen una experi\u00e8ncia m\u00e9s personalitzada i que combini el m\u00f3n f\u00edsic i digital.<\/p>\n<p>Per \u00faltim, <strong>imaginen ciutats m\u00e9s amables amb els seus habitants, totalment verdes i passejables<\/strong>. Visualitzen les botigues com una experi\u00e8ncia m\u00e9s enll\u00e0 de la compra, i tenen clara la desaparici\u00f3 dels diners en efectiu. Tamb\u00e9 imaginen una societat m\u00e9s preocupada per les emocions, on uns vetllem pel benestar dels altres.<\/p>\n<p>&nbsp;<\/p>\n<p><strong>De l\u2019estudi etnogr\u00e0fic a les oportunitats de negoci<\/strong><\/p>\n<p>De cadascun d\u2019aquests \u00e0mbits, <strong>les empreses han anat desgranant inputs importants per a elles<\/strong> en una primera din\u00e0mica d\u2019integraci\u00f3 dels aprenentatges. Posteriorment han realitzat <strong>un exercici de prioritzaci\u00f3 per determinar quins d\u2019aquests aspectes els impacta m\u00e9s en el curt i mig termini<\/strong>, i per definir de quina manera es concreta aquest impacte. Finalment, els participants han dissenyat les <strong>properes passes per seguir incorporant tot aquest coneixement a les seves organitzacions<\/strong>, tant a nivell individual com a nivell de cl\u00faster. En aquest sentit, els participants van determinar com a essencial treballar en el disseny de nous productes i serveis a partir de la <strong>co-creaci\u00f3<\/strong> amb infants i fam\u00edlies, idear <strong>propostes d\u2019hibridaci\u00f3 de les experi\u00e8ncies f\u00edsiques i digitals<\/strong>, i seguir realitzat <strong>estudis de mercat col\u00b7laboratius <\/strong>per impulsar la intel\u00b7lig\u00e8ncia col\u00b7lectiva com a sector.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Els resultats s\u2019han presentat en un workshop que ha servit per transformar els insights captats a l\u2019estudi, en oportunitats de negoci per a les empreses  [&#8230;]<\/p>\n","protected":false},"author":4,"featured_media":20271,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_price":"","_stock":"","_tribe_ticket_header":"","_tribe_default_ticket_provider":"","_tribe_ticket_capacity":"0","_ticket_start_date":"","_ticket_end_date":"","_tribe_ticket_show_description":"","_tribe_ticket_show_not_going":false,"_tribe_ticket_use_global_stock":"","_tribe_ticket_global_stock_level":"","_global_stock_mode":"","_global_stock_cap":"","_tribe_rsvp_for_event":"","_tribe_ticket_going_count":"","_tribe_ticket_not_going_count":"","_tribe_tickets_list":"[]","_tribe_ticket_has_attendee_info_fields":false,"footnotes":""},"categories":[],"tags":[],"class_list":["post-20273","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>KC 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