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Quadrato semiotico dei wine lovers - Squadrati

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La nostra ricerca qualitativa sugli atteggiamenti di consumo del vino, commissionata da Bosco Viticultori, individua quattro tipi di wine lovers, rappresentati sul quadrato semiotico.

Publié dans : Alimentation
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Quadrato semiotico dei wine lovers - Squadrati

  1. 1. engaging market research 1 QUADRATO SEMIOTICO DEI WINE LOVERS Squadrati per Bosco Viticultori
  2. 2. 2 CHI SIAMO Siamo ricercatori di mercato. Lavoriamo per comprendere e spiegare come stanno cambiando il mercato e i consumatori. Ci occupiamo di social media research, ricerche quali-quantitative ed etnografiche, classiche o tramite smartphone. In ambito beverage abbiamo lavorato con Pernod Ricard e Nespresso.
  3. 3. 3 Una ricerca sul vino. O meglio, su chi il vino lo beve. Per sondare opinioni, argomenti e toni di voce con cui le persone parlano del vino. Ma in che senso “vino”? Foto da Flickr, autore: Ugo Virilli, non pubblicabile su altri media.
  4. 4. 4 Lo scopo della ricerca non è valutare la reputazione delle diverse cantine o dei diversi tipi di vino. Lo scopo è capire come le persone scelgono il vino (con quali motivazioni di base) e come lo consumano (attraverso quali rituali).
  5. 5. 5 Non ci siamo interessati solo agli opinion leader, ma a tutti quelli che hanno un’opinione sul vino e l’hanno espressa sul web. Abbiamo estrapolato le loro conversazioni web con l’aiuto di un tool di crawling, e le abbiamo analizzate con un approccio semiotico.
  6. 6. 6 SOCIAL MEDIA RESEARCH Conversazioni degli ultimi 6 mesi su Twitter, blog e pagine Facebook pubbliche. mappa contestuale
  7. 7. 7 ‣blog http://www.lucianopignataro.it http://www.intravino.com http://divini.corriere.it http://www.enofaber.com/ http://www.enoicheillusioni.com/ http://primobicchiere.wordpress.com/ http://terrauomocielo.net/ http://vitisblog.wordpress.com/ http://gustodivino.it/ http://www.acquabuona.it/ ‣forum http://www.diwinetaste.com/italiano/EnoForum.php http://www.rexbibendi.com/forum/ http://www.vinoveritas.it/forum/ http://forum.gamberorosso.it/viewforum.php?f=28 Analisi in profondità su una lista di fonti selezionate:
  8. 8. 8 OBIETTIVI DELL’ANALISI Individuare i diversi tipi di consumatore di vino. ‣ Con quali toni di voce si parla del vino? ‣ Quali temi e situazioni vengono chiamati in causa? ‣ Ci sono antagonisti? Chi o cosa sono? ‣ Quali sono gli argomenti a sostegno delle varie posizioni? ‣ Quali valori sono alla base delle preferenze delle persone?
  9. 9. 9 COSTRUZIONE DELLO SCENARIO A partire dall’analisi dei materiali raccolti nella fase di crawling, abbiamo costruito uno scenario degli atteggiamenti di consumo, organizzandolo in base alla struttura logica del quadrato semiotico ibridato con gli assi di posizionamento del marketing. X Y non Xnon Y
  10. 10. 10 Vediamone la costruzione passo per passo... Foto da Flickr, autore: Florian Raviot, non pubblicabile su altri media.
  11. 11. 11
  12. 12. 12 Si parla del vino e della sua produzione come di un’arte, qualcosa di prezioso e da tutelare. Tono di voce: dall’esperto al militante. Retorica del dovere.
  13. 13. 13 Si parla del vino come strumento per accompagnare il cibo o una bella serata. Tono di voce: scanzonato e concreto. Retorica del volere. Si parla del vino e della sua produzione come di un’arte, qualcosa di prezioso e da tutelare. Tono di voce: dall’esperto al militante. Retorica del dovere.
  14. 14. 14 FANDOM sacro profano
  15. 15. 15 FANDOM Del vino si evidenzia la dimensione naturale, come la terra o il vitigno.
  16. 16. 16 FANDOM Il vino è letto come un artefatto culturale, costruito in cantina dall’abilità dell’enologo. Del vino si evidenzia la dimensione naturale, come la terra o il vitigno.
  17. 17. 17 FANDOMnatura cultura
  18. 18. 18 FANDOMnatura sacro profano cultura
  19. 19. 19 Dall’incrocio dei due assi emergono quattro quadranti, che descrivono quattro tipi di consumatore.
  20. 20. 20 sacro natura Consumatori informati sul processo di produzione e polemici nei confronti degli additivi. Promuovono un ritorno a prassi di produzione genuine e preferiscono i vini naturali. RADICAL illust by hyoin min
  21. 21. 21 sacro cultura Esperti assaggiatori, sommelier o aspiranti tali.  Conservatori, attenti alle etichette e alle norme di gusto. Polemici verso “la moda” del naturale. ENOSNOB illust by hyoin min
  22. 22. 22 cultura profano Per loro il vino è un’occasione di socialità. Preferiscono vini facili (di gusto) e accessibili (di prezzo) e quando l’occasione lo richiede si fanno anche guidare da etichette o vitigni rinomati. SOCIALITE illust by hyoin min
  23. 23. 23 profano natura PANE AL PANE Per loro il vino è un alimento di base e non un gioiello. Sono disinteressati alle classifiche e scelgono vini semplici, “da osteria”. Diffidenti verso le pose “enofighette”. illust by hyoin min
  24. 24. IL QUADRATO SEMIOTICO DEI WINE LOVERS Foto da Flickr, autore: tresora, non pubblicabile su altri media.
  25. 25. 25
  26. 26. 26 Grazie. Nota: le illustrazioni di pagg. 20-23 sono tratte da “Wine Lover’s soul” (2010) di Hyoin Min (aka nyoin), www.nyo-in.com. Le altre immagini contenute nella presentazione, quando non prodotte da Squadrati, sono da considerarsi di proprietà intellettuale dei rispettivi autori. Qualora l'autore di un'immagine voglia chiederne la rimozione, può scriverci a squadrati@squadrati.com. La sostituiremo nel minor tempo possibile.
  27. 27. 27 Squadrati Via Ripamonti 44 - 20141 - Milano squadrati@squadrati.com www.squadrati.com

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