International Market Research
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Since 2010, Magnifico International Market Research prides itself on the art of observing, listening, interpreting and scrutinizing consumer behaviours and mindsets. This close, analytical observation is tailored to each project.
Magnifico International Market Research specialises in international consumer insights and market research, which represents over 95% of its business.
We operate in 20+ countries (Europe, the US, Asia and Africa) through a network of 12 senior market research directors and 300+ local partners (recruiters, facilities, experts, opinion leaders).
Gasparo Magnifico PhD
International Qualitative Research & Consumer Insights Expert
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Gasparo Magnifico has a PhD in Theory of Language and Science of Signs (at New York University and Università degli Studi di Bari). He has extensive international experience of more than 25 years in consumer insights and market research, working for the leading companies in both FMCG and luxury.
Magnifico is consumer-driven, having acquired in-depth analytical, strategic and operational skills. Flexible and rigorous, he speaks fluent English, French and Italian, moderating in all three languages, and has elementary proficiency in German and Spanish.
Magnifico is also the author of many articles, essays and books, which have been published internationally.
Methods & Tools
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Meticulous methodological approaches incorporating creative touches are carefully crafted. They are devised according to the very nature of each brand and the particular issues, needs and objectives involved.
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Where is the human pulse in the digital era? How strongly do consumers’ digital statements correspond to real life? D (Digital) T (True) L (Life) is a new methodological tool which helps assess how consumers think, comment and post reviews online (on a given brand, product or category…) cross-analysing these findings with real-life interactions (interactive encounters with consumers). This perspective enables us to make the most of digital content while providing a granular understanding of the real-life mechanisms that shape how consumers think and act.
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A highly insightful and dynamic way to explore and understand behaviors as well as perceptions. Its interactive approach encourages the exchange of opinions and challenges respondents to go beyond surface-level responses. The use of projective exercises and stimuli helps support deeper exploration of the category. Interactive and creative focus groups are conducted in a proactive and hands-on manner to explore in depth concepts, packaging, design and broader category and brand exploration.
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One-to-one interviews, duos or triads... Ethnographic, projective, descriptive and/or creative techniques are all regularly employed, in-home, in-store or in viewing facilities. Interviews are video- and/or audio-recorded and brought to life through insightful and tailor-made films and presentations.
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An approach that allows for a multitude of concepts to be screened while selecting, fine-tuning and merging them in a very active and dynamic fashion. A forward-looking approach to capturing key insights and identifying the best innovation opportunities.
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Designed as a support to encourage free-form verbal and visual expression on a given subject, consumers produce this creative feedback independently. Only the main sequences and questions are predefined. Consumers are invited to use words, photos, drawings and collages.
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Interpreting semiotic and stylistic signs from a particular perspective to give meaning to a given area (positioning, packaging, communication, social media…).
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Multi-purpose techniques help clients generate their own concepts, support innovation through creativity, and broaden their offer and/or positioning within new frameworks.
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This consists of interviews, ethnographic exploration or workshops conducted using specific techniques leading to an in-depth exploration of the universe of professionals and their needs and expectations.
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Carried out prior to or at the same time as qualitative research, they shed light on trends, sociological changes, macro phenomena and enrich clients’ innovation strategies.
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We use them to embark on a genuine online creative journey, where consumers are invited to generate visual and verbal insights. Only the main sequences and questions are predefined. Consumers are invited to use words, photos, drawings, videos… A complete book is created and ultimately used as a rich source for exploration, insights and mood boards.
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A live forum for community discussions or one-to-one conversations. This is a new and lively technique for interacting with consumers, investigating given subjects and exploring their attitudes and perceptions. It is also a stimulating way for clients to directly interact with consumers, ask them straightforward questions and get spontaneous and immediate feedback.
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Individual interviews or collaborative workshops with influencers and content creators, conducted either before consumer research to identify emerging behaviours, cultural codes, category trends and evolving narratives, or as dedicated co-creation sessions to develop, challenge and refine products, concepts, experiences and communication territories. Combining category expertise with a deep understanding of their communities, these profiles provide a particularly insightful perspective on what is emerging, what feels credible and what is likely to resonate with consumers. Their contribution helps distinguish fleeting trends from lasting shifts and identify the stories, uses and experiences with the strongest potential to resonate with consumers.
Clients
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We are honoured to partner with some of the most successful and inspiring brands.
Press
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