In over 20 years, Ales has developed and consolidated a broad range of research models and continues to seek and test new research models to understand the continuosly evolving consumer. Listening, observation and a passion for in-depth analysis allow us to find effective solutions and new insights.

We believe that the challenge of contemporary research consists in entering the 'real life' of the consumer, to grasp the 'fleeting moment' in which the desire, the need, the opinion on the brand/product is formed and he lives a consumer experience, even on an emotional level.

Intercepting and comprehending that ‘moment’, so unique and unrepeatable, interpreting it within its context, requires tools and approaches that are always new, able to merge and blend with his life, which is why we believe in the support of the most advanced technologies and innovation as the cornerstone of our research philosophy..

Ethnographic research: direct observations in the field integrated by non-directive interviews (carried out by specialized ethnographers, with anthropological training), but also online, exploiting contemporary technologies to enter the everyday 'real life' of consumers, through:

• mobile, always with us, therefore ideal for collecting live and unfiltered testimonies with respect to the moments of consumption that consumers are experiencing (apps, diaries, interviews, selfie-interviews);
• blogs and communities (qualitative or qualitative-quantitative) to accompany consumers in their daily adventures and take part in them, in a discreet but effective way in intercepting precious 'moments of truth' of their relationship with brands and products;
• web-listening to monitor and analyze consumer behavior on the web (net-ethnography)

Exploration of new areas and brand territories, needs and generation of consumer insights (through scenario surveys but also smart solutions such as creative workshops with ordinary consumers or creatives or trend-setters)

Through virtual reality and augmented reality, we are able to simulate any kind of environment and object (an appliance, a package...): from the classic supermarket, to specialized retail stores, to pop-up/flag-ship stores, with a very high level of realism and freedom of interaction with objects and space. In addition, thanks to the integrated use of eye-tracking, the path of consumers eyes on the objects on display can be detected with great precision. Ad hoc metrics and special analyses then allow you to monitor every single movement and compare it with the reference benchmarks.

Studies on consumers’ purchasing behavior (path-to-purchase, efficient assortment) and the path of exploration and navigation in the store.