Ales News from the World

non-verbal communication

Proxemics is a semiological discipline and is one of the five theories of non-verbal communication and is concerned with studying how people use gestures, space, relationships and distances with objects and other people around them. The human being is a symbolic animal and continuously generates symbols, intentionally and unintentionally.

Any communication activity cannot therefore fail to take this important dimension into account when designing its own communication space, and market research, especially ethnographic research, but not only, cannot fail to include an analysis of the gestures a consumer makes or how he or she moves while interacting with the product (be it physical or a touch device) or even just talking about it. And it is even more interesting, especially after the advent of Covid which has redesigned the space of relationships!

We at Ales Market Research believe in it and we apply it with satisfaction, if you want to know more contact your account at Ales!


Offering memorable consumer experiences is crucial today.

Yves Saint Laurent (YSL) has transformed a lipstick into an endless personalised experience.

The "yves saint laurent rouge sur mesure powered by perso" device powered by Artificial Intelligence allows the consumer to design her own lipstick by inserting into the device, each time, the set of colour cartridges she has chosen to bring her ideal shade to life.

A bold marketing exercise that gives new meaning to the concept of kits!


Retailers have a major challenge ahead of them and behavioural science can provide us with important stimuli to support them!

People are very sensitive to the value of other people's experiences: retailers will need to encourage sharing the shopping experience, reviews, publishing the number of visitors as they increase, to re-qualify the physical shopping experience through direct example.

Human beings have an evolutionary fear of the unknown that has shaped our brain to be cautious, which is why it is important to reassure customers by all means what to expect when they arrive at the store, giving them tools to filter the offer and know where to find the product in the point of sale.

The Choice Factory

Richard Shotton, author of The Choice Factory, in this interesting video-presentation illustrates some learning from behavioral science to improve the effectiveness of communication.

We found particularly interesting the learning related to the art of influencing a change of behavior that, in addition to motivation, would have a lot to do with the ability to make the change easy, simplifying it as much as possible; this is because any difficulties that a person encounters in implementing a change do not complicate and hinder the adoption of impulse, imply reflection and therefore its possible questioning.


An interesting campaign in the UK by the KFC chain specializing in fried chicken that to announce the reopening focuses on a new message and gives prominence to its consumers invited with a social initiative #RateMyKFC to make their own versions of its plate of chicken wings.

They have collected hundreds of tweets and a very high involvement rate.

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