{"id":22728,"date":"2022-08-03T08:28:01","date_gmt":"2022-08-03T07:28:01","guid":{"rendered":"https:\/\/imago-mc.com\/pruebas\/kids\/purchase-4-children-estudio-piloto\/"},"modified":"2022-08-19T09:31:39","modified_gmt":"2022-08-19T08:31:39","slug":"purchase-4-children-estudio-piloto","status":"publish","type":"post","link":"https:\/\/www.kids-cluster.com\/es\/purchase-4-children-estudio-piloto\/","title":{"rendered":"PURCHASE 4 CHILDREN: estudio piloto sobre h\u00e1bitos de consumo de productos infantiles tras la pandemia a trav\u00e9s de Neuromarketing"},"content":{"rendered":"<ul>\n<li>\n<h5>El proyecto PURCHASE 4 CHILDREN, financiado por el Ministerio de Industria, Comercio y Turismo, trata de orientar a las empresas para desarrollar productos acorde a las necesidades y preferencias actuales de los consumidores<\/h5>\n<\/li>\n<li>\n<h5>El proyecto ha analizado las experiencias de compra de los clientes tanto en tiendas f\u00edsicas como en e-commerce a trav\u00e9s del uso de metodolog\u00edas tradicionales (cuestionarios), metodolog\u00edas innovadoras de la Industria 4.0 y Neuromarketing<\/h5>\n<\/li>\n<\/ul>\n<p>Valencia, 3 de agosto de 2022<\/p>\n<p>El Cl\u00faster de Empresas Innovadoras del Valle del Juguete, <strong><a href=\"https:\/\/www.clustervalle.es\/\">CEIV<\/a><\/strong>, y la Associaci\u00f3 de Productes Infantils de Catalunya, <a href=\"https:\/\/www.kids-cluster.com\/\"><strong>KID\u2019S CLUSTER<\/strong><\/a>, con la colaboraci\u00f3n del Instituto Tecnol\u00f3gico de Producto Infantil y de Ocio, <a href=\"https:\/\/www.aiju.es\/\"><strong>AIJU<\/strong><\/a>, hemos desarrollado un <strong>estudio piloto sobre los nuevos h\u00e1bitos de consumo en el sector de productos para la infancia.<\/strong> El estudio compara la etapa actual con la etapa prepandemia, y <strong>con el objetivo de orientar a las empresas en el proceso de cambio de las estrategias de distribuci\u00f3n y venta de sus productos<\/strong>. El estudio piloto se ha podido realizar en un entorno real, una tienda de <strong>Abacus<\/strong> ubicada en el centro comercial Aqua de Valencia.<\/p>\n<p>El estudio se ha realizado en el marco del proyecto <strong>PURCHASE 4 CHILDREN<\/strong>, financiado por El Ministerio de Industria Comercio y Turismo, y en el que tambi\u00e9n han participado <strong><a href=\"https:\/\/cayro.es\/\">Cayro<\/a><\/strong>, marca referente en el sector juguetero, y <strong><a href=\"https:\/\/www.jovi.es\/es\">JOVI<\/a><\/strong>, fabricantes de productos para arte y manualidades. Se han analizado las experiencias de compra de los clientes tanto en tiendas f\u00edsicas como en e-commerce a trav\u00e9s del uso tanto de metodolog\u00edas tradicionales (cuestionarios) como innovadoras, basadas en la aplicaci\u00f3n de la Industria 4.0 y el Neuromarketing.<\/p>\n<blockquote><p>\u201cParticipar en el proyecto ha supuesto una clara oportunidad para obtener informaci\u00f3n clave con el objetivo de ofrecer a nuestros clientes una mejor experiencia en tienda, tanto f\u00edsica como online, y desarrollar mejores productos.\u201d Javier Diaz, director de marketing de JOVI.<\/p>\n<p>\u201cFormar parte de este proyecto ha sido muy interesante para generar sinergias entre cl\u00fasteres y empresas del sector infantil de Espa\u00f1a\u201d. Krlos Mengual, director de expansi\u00f3n de Cayro.<\/p><\/blockquote>\n<p>El estudio piloto se ha llevado a cabo a trav\u00e9s de la <strong>combinaci\u00f3n tanto de t\u00e9cnicas de investigaci\u00f3n social convencionales como el uso de metodolog\u00edas innovadoras como la sensorizaci\u00f3n de la experiencia de compra tanto en tiendas f\u00edsicas como en e-commerces<\/strong>. Esta sensorizaci\u00f3n se ha llevado a cabo mediante la utilizaci\u00f3n de unas gafas (<a href=\"https:\/\/www.tobiipro.com\/product-listing\/tobii-pro-glasses-3\/\">Tobii Pro 3<\/a>) que permiten el registro de los movimientos oculares con el objetivo de conocer d\u00f3nde el sujeto est\u00e1 prestando mayor atenci\u00f3n. Tambi\u00e9n, se ha utilizado una pulsera (<a href=\"https:\/\/www.empatica.com\/en-eu\/\">Empatica<\/a>) que monitoriza al participante registrando la sudoraci\u00f3n y las pulsaciones con el objetivo de conocer los niveles de estr\u00e9s.<\/p>\n<blockquote><p>\u201cEste tipo de estudios permiten ampliar los datos recogidos y obtener una informaci\u00f3n m\u00e1s completa sobre el conjunto de decisi\u00f3n de compra, ya que se complementan con los obtenidos a trav\u00e9s de la investigaci\u00f3n convencional. Con metodolog\u00edas como el eye tracking, conseguimos datos cualitativos que nutren el resultado del estudio.\u201d Carmen Torrecilla, investigadora en AIJU.<\/p><\/blockquote>\n<p>El principal valor innovador de este proyecto es el uso del Neuromarketing como herramienta de informaci\u00f3n con el objetivo de servir de inspiraci\u00f3n en la creaci\u00f3n de nuevos productos y de modos de comercializaci\u00f3n de alto valor a\u00f1adido y que conecten con los valores del consumidor.<\/p>\n<p><img decoding=\"async\" class=\"lazyload alignleft wp-image-22718 size-full\" src=\"https:\/\/www.kids-cluster.com\/wp-content\/uploads\/2022\/08\/3.png\" data-orig-src=\"https:\/\/www.kids-cluster.com\/wp-content\/uploads\/2022\/08\/3.png\" alt=\"Clienta realizando prueba piloto en entorno real mediante sensorizaci\u00f3n\" width=\"520\" height=\"320\" srcset=\"data:image\/svg+xml,%3Csvg%20xmlns%3D%27http%3A%2F%2Fwww.w3.org%2F2000%2Fsvg%27%20width%3D%27520%27%20height%3D%27320%27%20viewBox%3D%270%200%20520%20320%27%3E%3Crect%20width%3D%27520%27%20height%3D%27320%27%20fill-opacity%3D%220%22%2F%3E%3C%2Fsvg%3E\" data-srcset=\"https:\/\/www.kids-cluster.com\/wp-content\/uploads\/2022\/08\/3-300x185.png 300w, https:\/\/www.kids-cluster.com\/wp-content\/uploads\/2022\/08\/3-450x277.png 450w, https:\/\/www.kids-cluster.com\/wp-content\/uploads\/2022\/08\/3.png 520w\" data-sizes=\"auto\" data-orig-sizes=\"(max-width: 520px) 100vw, 520px\" \/><\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p><img decoding=\"async\" class=\"lazyload alignleft size-full wp-image-22721\" src=\"https:\/\/www.kids-cluster.com\/wp-content\/uploads\/2022\/08\/4.png\" data-orig-src=\"https:\/\/www.kids-cluster.com\/wp-content\/uploads\/2022\/08\/4.png\" alt=\"explicaci\u00f3n a cliente previa a la prueba piloto en entorno real mediante sensorizaci\u00f3n\" width=\"520\" height=\"320\" srcset=\"data:image\/svg+xml,%3Csvg%20xmlns%3D%27http%3A%2F%2Fwww.w3.org%2F2000%2Fsvg%27%20width%3D%27520%27%20height%3D%27320%27%20viewBox%3D%270%200%20520%20320%27%3E%3Crect%20width%3D%27520%27%20height%3D%27320%27%20fill-opacity%3D%220%22%2F%3E%3C%2Fsvg%3E\" data-srcset=\"https:\/\/www.kids-cluster.com\/wp-content\/uploads\/2022\/08\/4-300x185.png 300w, https:\/\/www.kids-cluster.com\/wp-content\/uploads\/2022\/08\/4-450x277.png 450w, https:\/\/www.kids-cluster.com\/wp-content\/uploads\/2022\/08\/4.png 520w\" data-sizes=\"auto\" data-orig-sizes=\"(max-width: 520px) 100vw, 520px\" \/><\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p><img decoding=\"async\" class=\"lazyload alignleft wp-image-22722 \" src=\"https:\/\/www.kids-cluster.com\/wp-content\/uploads\/2022\/08\/Imagen-3-visualizacion-en-tiempo-real-prueba-sensorizacion-300x160.png\" data-orig-src=\"https:\/\/www.kids-cluster.com\/wp-content\/uploads\/2022\/08\/Imagen-3-visualizacion-en-tiempo-real-prueba-sensorizacion-300x160.png\" alt=\"visualizaci\u00f3n en tiempo real de la prueba de sensorizaci\u00f3n\" width=\"523\" height=\"279\" srcset=\"data:image\/svg+xml,%3Csvg%20xmlns%3D%27http%3A%2F%2Fwww.w3.org%2F2000%2Fsvg%27%20width%3D%27523%27%20height%3D%27279%27%20viewBox%3D%270%200%20523%20279%27%3E%3Crect%20width%3D%27523%27%20height%3D%27279%27%20fill-opacity%3D%220%22%2F%3E%3C%2Fsvg%3E\" data-srcset=\"https:\/\/www.kids-cluster.com\/wp-content\/uploads\/2022\/08\/Imagen-3-visualizacion-en-tiempo-real-prueba-sensorizacion-200x107.png 200w, https:\/\/www.kids-cluster.com\/wp-content\/uploads\/2022\/08\/Imagen-3-visualizacion-en-tiempo-real-prueba-sensorizacion-300x160.png 300w, https:\/\/www.kids-cluster.com\/wp-content\/uploads\/2022\/08\/Imagen-3-visualizacion-en-tiempo-real-prueba-sensorizacion-400x213.png 400w, https:\/\/www.kids-cluster.com\/wp-content\/uploads\/2022\/08\/Imagen-3-visualizacion-en-tiempo-real-prueba-sensorizacion-600x320.png 600w, https:\/\/www.kids-cluster.com\/wp-content\/uploads\/2022\/08\/Imagen-3-visualizacion-en-tiempo-real-prueba-sensorizacion-768x409.png 768w, https:\/\/www.kids-cluster.com\/wp-content\/uploads\/2022\/08\/Imagen-3-visualizacion-en-tiempo-real-prueba-sensorizacion-800x426.png 800w, https:\/\/www.kids-cluster.com\/wp-content\/uploads\/2022\/08\/Imagen-3-visualizacion-en-tiempo-real-prueba-sensorizacion.png 906w\" data-sizes=\"auto\" data-orig-sizes=\"(max-width: 523px) 100vw, 523px\" \/><\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p>Paralelamente a la prueba piloto de sensorizaci\u00f3n en el entorno real de compra, se han realizado dos <strong>estudios cuantitativos (a consumidores y a empresas)<\/strong> sobre los procesos de compra online y offline. Los datos m\u00e1s significativos obtenidos son el <strong>r\u00e1pido crecimiento de la compra online a ra\u00edz de la pandemia<\/strong> y, en consecuencia, la mayor alfabetizaci\u00f3n digital del consumidor. El <strong>auge de las falsificaciones de los juguetes, juegos de mesa y manualidades<\/strong>, con el riesgo de seguridad que esto conlleva. Y <strong>el apoyo al comercio local<\/strong> como uno de los <strong>principales motivos de la compra offline<\/strong>.<\/p>\n<p>PURCHASE 4 CHILDREN es un proyecto de cooperaci\u00f3n entre cinco organizaciones financiado por la l\u00ednea de Apoyo a Agrupaciones Empresariales Innovadoras (AEIs), en el marco del Plan de Recuperaci\u00f3n, Transformaci\u00f3n y Resiliencia, del Ministerio de Industria, Comercio y Turismo: dos cl\u00fasteres del sector infantil de la Comunidad Valenciana y Catalu\u00f1a; dos pymes espa\u00f1olas y un centro de investigaci\u00f3n para el desarrollo de la parte I+D+i del proyecto. El resultado busca contribuir a expandir la digitalizaci\u00f3n de la industria del juguete nacional, sector caracterizado por su fabricaci\u00f3n tradicional, para mejorar su competitividad internacional.<\/p>\n<p><img decoding=\"async\" class=\"lazyload alignleft size-full wp-image-22712\" src=\"https:\/\/www.kids-cluster.com\/wp-content\/uploads\/2022\/08\/1.png\" data-orig-src=\"https:\/\/www.kids-cluster.com\/wp-content\/uploads\/2022\/08\/1.png\" alt=\"Equipo proyecto PURCHASE 4 CHILDREN\" width=\"520\" height=\"320\" srcset=\"data:image\/svg+xml,%3Csvg%20xmlns%3D%27http%3A%2F%2Fwww.w3.org%2F2000%2Fsvg%27%20width%3D%27520%27%20height%3D%27320%27%20viewBox%3D%270%200%20520%20320%27%3E%3Crect%20width%3D%27520%27%20height%3D%27320%27%20fill-opacity%3D%220%22%2F%3E%3C%2Fsvg%3E\" data-srcset=\"https:\/\/www.kids-cluster.com\/wp-content\/uploads\/2022\/08\/1-300x185.png 300w, https:\/\/www.kids-cluster.com\/wp-content\/uploads\/2022\/08\/1-450x277.png 450w, https:\/\/www.kids-cluster.com\/wp-content\/uploads\/2022\/08\/1.png 520w\" data-sizes=\"auto\" data-orig-sizes=\"(max-width: 520px) 100vw, 520px\" \/><\/p>\n","protected":false},"excerpt":{"rendered":"<p>El proyecto PURCHASE 4 CHILDREN, financiado por el Ministerio de Industria, Comercio y Turismo, trata de orientar a las empresas para desarrollar productos acorde a  [&#8230;]<\/p>\n","protected":false},"author":4,"featured_media":22799,"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":[66],"tags":[],"class_list":["post-22728","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-actualidad"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - 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