{"id":904,"date":"2016-09-14T11:33:00","date_gmt":"2016-09-14T11:33:00","guid":{"rendered":"http:\/\/hamilton.global\/index.php\/2016\/09\/14\/la-trampa-de-la-artificialidad-la-convivencia-del-on-y-el-off\/"},"modified":"2023-06-27T11:37:38","modified_gmt":"2023-06-27T11:37:38","slug":"la-trampa-de-la-artificialidad-la-convivencia-del-on-y-el-off","status":"publish","type":"post","link":"https:\/\/hamilton.global\/ca\/la-trampa-de-la-artificialidad-la-convivencia-del-on-y-el-off\/","title":{"rendered":"El parany de l&#039;artificialitat, la conviv\u00e8ncia de l&#039;on i l&#039;off"},"content":{"rendered":"<div><span style=\"font-family: Arial, Helvetica, sans-serif;\">Em resulta intrigant aquesta \u00e8poca actual on assistim a una paradoxa altament inquietant a l&#039;an\u00e0lisi del consumidor en la intel\u00b7lig\u00e8ncia de negoci.<o:p><\/o:p><\/span><\/div>\n<div style=\"box-sizing: border-box; font-stretch: inherit; font-variant-numeric: inherit; outline: 0px;\"><span style=\"font-family: Arial, Helvetica, sans-serif;\"><br \/>\n<\/span><\/div>\n<div style=\"box-sizing: border-box; font-stretch: inherit; font-variant-numeric: inherit; outline: 0px;\"><span style=\"font-family: Arial, Helvetica, sans-serif;\">D&#039;una banda combinem elements tecnol\u00f2gics i digitals juntament amb simuladors d&#039;escenaris virtuals que intenten reflectir la realitat davant d&#039;un corrent creixent i esperem que perdurable d&#039;entendre el consumidor en el medi natural de conviv\u00e8ncia, sigui la llar, el carrer, el seu entorn laboral, la botiga f\u00edsica o la navegaci\u00f3 per la xarxa, efectivament, ara l&#039;etnografia torna a \u201cestar de moda\u201d quan mai no s&#039;hauria anat.<o:p><\/o:p><\/span><\/div>\n<div style=\"box-sizing: border-box; font-stretch: inherit; font-variant-numeric: inherit; outline: 0px;\"><span style=\"font-family: Arial, Helvetica, sans-serif;\"><br \/>\n<\/span><\/div>\n<div style=\"box-sizing: border-box; font-stretch: inherit; font-variant-numeric: inherit; outline: 0px;\"><span style=\"font-family: Arial, Helvetica, sans-serif;\">La primera part de l&#039;equaci\u00f3 \u00e9s l&#039;ess\u00e8ncia intrigant, ja que l&#039;element artificial mai no podr\u00e0 acostar-se a la realitat pr\u00f2pia de l&#039;escenari real i relacional entre el consumidor i aquest espai d&#039;an\u00e0lisi.<o:p><\/o:p><\/span><\/div>\n<div style=\"box-sizing: border-box; font-stretch: inherit; font-variant-numeric: inherit; outline: 0px;\"><span style=\"font-family: Arial, Helvetica, sans-serif;\"><br \/>\n<\/span><\/div>\n<div style=\"box-sizing: border-box; font-stretch: inherit; font-variant-numeric: inherit; outline: 0px;\"><span style=\"font-family: Arial, Helvetica, sans-serif;\">Quan he llegit, vist en documentals i en algun projecte que s&#039;han analitzat elements de comunicaci\u00f3 a trav\u00e9s d&#039;una resson\u00e0ncia magn\u00e8tica (FMRI), \u00e9s a dir, visualitzant per exemple, un anunci a trav\u00e9s d&#039;aquesta m\u00e0quina, el primer pensament que em ve al capdavant, com pot pensar alg\u00fa que aix\u00f2 pot funcionar en un entorn de conducta tan poc natural?<o:p><\/o:p><\/span><\/div>\n<div style=\"box-sizing: border-box; font-stretch: inherit; font-variant-numeric: inherit; outline: 0px;\"><span style=\"font-family: Arial, Helvetica, sans-serif;\"><br \/>\n<\/span><\/div>\n<div style=\"box-sizing: border-box; font-stretch: inherit; font-variant-numeric: inherit; outline: 0px;\"><span style=\"font-family: Arial, Helvetica, sans-serif;\">Quan assisteixo a publicacions que parlen de l&#039;an\u00e0lisi del consumidor en un \u201cshopper lab\u201d artificial i generat a aquest efecte, em sorgeix el mateix pensament, creiem que construir un espai de compra artificial com a \u201csupermercat\u201d pot evidenciar el proc\u00e9s de compra dun individu? No hi influeix la pr\u00f2pia marca de l&#039;ensenya, el PLV, la comunicaci\u00f3, la distribuci\u00f3 de l&#039;espai, les olors pr\u00f2pies, la llum, la distribuci\u00f3 de lineals, etc.? Vol dir aix\u00f2 que els podem dir als nostres clients que no importa cap d&#039;aquests elements i que \u00e9s igual si \u00e9s un Carrefour o un Alcampo, un Mercadona, un Lidl o un Caprabo i tota la seva composici\u00f3 de marca i establiment?<o:p><\/o:p><\/span><\/div>\n<div style=\"box-sizing: border-box; font-stretch: inherit; font-variant-numeric: inherit; outline: 0px;\"><span style=\"font-family: Arial, Helvetica, sans-serif;\"><br \/>\n<\/span><\/div>\n<div style=\"box-sizing: border-box; font-stretch: inherit; font-variant-numeric: inherit; outline: 0px;\"><span style=\"font-family: Arial, Helvetica, sans-serif;\">La realitat virtual formar\u00e0 part del nostre futur per\u00f2 m&#039;atreveixo a aventurar que de manera m\u00e9s racional i menys decisor que la que se&#039;ns vol oferir ara. Realment creiem que alg\u00fa comprar\u00e0 un autom\u00f2bil nom\u00e9s veient-lo en unes ulleres de realitat virtual? Com a element addicional \u00e9s extraordinari i vivencial, poder traslladar-te a una altra realitat sense moure&#039;t f\u00edsicament \u00e9s un \u00e8xit excel\u00b7lent, per\u00f2, com a \u00e9ssers humans, no \u00fanicament la vista \u00e9s el sentit fonamental de compra. La sensorialitat del tacte, sentir l&#039;efecte del producte a la pell no \u00e9s comparable a res, ja sigui un vestit, asseure&#039;s en un cotxe o experimentar amb un env\u00e0s.<o:p><\/o:p><\/span><\/div>\n<div style=\"box-sizing: border-box; font-stretch: inherit; font-variant-numeric: inherit; outline: 0px;\"><span style=\"font-family: Arial, Helvetica, sans-serif;\"><br \/>\n<\/span><\/div>\n<div style=\"box-sizing: border-box; font-stretch: inherit; font-variant-numeric: inherit; outline: 0px;\"><span style=\"font-family: Arial, Helvetica, sans-serif;\">La vista \u00e9s un element important per\u00f2 ens seguim abra\u00e7ant, seguim tocant el volant i el seient i seguim provant-nos com cau aquest vestit i la tela que el compon.<o:p><\/o:p><\/span><\/div>\n<div style=\"box-sizing: border-box; font-stretch: inherit; font-variant-numeric: inherit; outline: 0px;\"><span style=\"font-family: Arial, Helvetica, sans-serif;\"><br \/>\n<\/span><\/div>\n<div style=\"box-sizing: border-box; font-stretch: inherit; font-variant-numeric: inherit; outline: 0px;\"><span style=\"font-family: Arial, Helvetica, sans-serif;\">L&#039;artificialitat d&#039;escenaris pot tenir la seva funci\u00f3 en l&#039;an\u00e0lisi, per\u00f2 mai no podr\u00e0 substituir la sensaci\u00f3 real de l&#039;espai i l&#039;entorn on es mou el consumidor. I permeteu-me la frivolitat, les relacions de parella seran molt dif\u00edcils en aquest nou context.<o:p><\/o:p><\/span><\/div>\n<div style=\"box-sizing: border-box; font-stretch: inherit; font-variant-numeric: inherit; outline: 0px;\"><span style=\"font-family: Arial, Helvetica, sans-serif;\"><br \/>\n<\/span><\/div>\n<div style=\"box-sizing: border-box; font-stretch: inherit; font-variant-numeric: inherit; outline: 0px;\"><span style=\"font-family: Arial, Helvetica, sans-serif;\">Escrivia el meu amic Andy Stalman (@AndyStalman) a La Vanguardia a l&#039;entrevista de diumenge com a titular, \u201cla marca que nom\u00e9s est\u00e0 en l\u00ednia ara corre per ser presencial\u201d. Aquesta \u00e9s la base de futur, la conviv\u00e8ncia de l&#039;on i l&#039;off com a base estrat\u00e8gica. El contacte hum\u00e0 \u00e9s i ser\u00e0 imprescindible i aquest \u00e9s un dels grans reptes de la transformaci\u00f3 digital, el dif\u00edcil equilibri entre l&#039;online i l&#039;offline.<o:p><\/o:p><\/span><\/div>\n<div style=\"box-sizing: border-box; font-stretch: inherit; font-variant-numeric: inherit; outline: 0px;\"><span style=\"font-family: Arial, Helvetica, sans-serif;\"><br \/>\n<\/span><\/div>\n<div style=\"box-sizing: border-box; font-stretch: inherit; font-variant-numeric: inherit; outline: 0px;\"><span style=\"font-family: Arial, Helvetica, sans-serif;\">Cal sortir al carrer, viure la llar del consumidor, experimentar les seves il\u00b7lusions, pors i frustracions, generar interacci\u00f3 al punt de venda, veure com navega per la xarxa, des d&#039;una observaci\u00f3 passiva de conducta, sense barreres, sense artificis. En estat pur, amb naturalitat, amb autenticitat.<o:p><\/o:p><\/span><\/div>\n<div style=\"box-sizing: border-box; font-stretch: inherit; font-variant-numeric: inherit; outline: 0px;\"><span style=\"font-family: Arial, Helvetica, sans-serif;\"><br \/>\n<\/span><\/div>\n<div style=\"box-sizing: border-box; font-stretch: inherit; font-variant-numeric: inherit; outline: 0px;\"><span style=\"font-family: Arial, Helvetica, sans-serif;\">Obrim els nostres clients, escoltem les seves preocupacions i treballem per convertir-les en oportunitats. Aquest \u00e9s el futur.<o:p><\/o:p><\/span><\/div>\n<div style=\"box-sizing: border-box; font-stretch: inherit; font-variant-numeric: inherit; outline: 0px;\"><span style=\"font-family: Arial, Helvetica, sans-serif;\"><br \/>\n<\/span><\/div>\n<div style=\"line-height: 24.0pt; margin-bottom: 24.0pt; margin-left: 0cm; margin-right: 0cm; margin-top: 0cm; vertical-align: baseline;\"><\/div>\n<div><o:p><span style=\"font-family: Arial, Helvetica, sans-serif;\">&nbsp;Jordi Crespo<\/span><\/o:p><\/div>\n<span class=\"et_bloom_bottom_trigger\"><\/span>","protected":false},"excerpt":{"rendered":"<p>Em resulta intrigant aquesta \u00e8poca actual on assistim a una paradoxa altament inquietant a l&#039;an\u00e0lisi del consumidor en la intel\u00b7lig\u00e8ncia de negoci. D&#039;una banda, combinem elements tecnol\u00f2gics i digitals juntament amb simuladors d&#039;escenaris virtuals que intenten reflectir la realitat davant d&#039;un corrent creixent i esperem que perdurable d&#039;entendre el consumidor [\u2026]<\/p>","protected":false},"author":2,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":""},"categories":[1],"tags":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v21.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>La trampa de la artificialidad, la convivencia del &quot;on&quot; y el &quot;off&quot; -<\/title>\n<meta name=\"robots\" content=\"noindex, follow\" \/>\n<meta property=\"og:locale\" content=\"ca_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"La trampa de la artificialidad, la convivencia del &quot;on&quot; y el &quot;off&quot; -\" \/>\n<meta property=\"og:description\" content=\"Me resulta intrigante esta \u00e9poca actual donde asistimos a una paradoja altamente inquietante en el an\u00e1lisis del consumidor en la inteligencia de negocio. 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