https://www.futureconceptlab.com Tue, 03 Nov 2026 10:21:15 +0000 en-US hourly 1 http://wordpress.org/?v=3.9.13 https://www.futureconceptlab.com/the-moleskine-lab/ https://www.futureconceptlab.com/the-moleskine-lab/#comments Sat, 02 Mar 2013 20:28:37 +0000 http://fclwp.simply-webspace.it/?p=955 The research and consultancy performed by Future Concept Lab since 2012 for Moleskine was carried out using the tools provided by our Lab approach. The project was structured in various stages, methodologically diverse, yet closely related to each other.
The project led to the identification of strategic indications for planning the future steps of the company, at a time of great evolution with regards to its products, communication and retail expansion.
The Lab was carried out in four distinct phases, which enabled Future Concept Lab to analyze in-depth the main phenomena related to consumer usage of Moleskine products, and to decipher the current brand values, by incorporating them with the Paradigms of the Future and New Generational Targets, in different geographical contexts through use of the Genius Loci Program. Use of Future Concept Lab ‘s permanent in-house research programs (the Paradigms of the Future, the Mindstyles Program and the international Observatory of Consum-Authors) was essential to the project, both for the comprehension of materials and internal data from Moleskine and for the integration of the research methodologies in the field (ethnographic observation and focus groups).

]]> https://www.futureconceptlab.com/the-moleskine-lab/feed/ 0 https://www.futureconceptlab.com/petrobras-lab/ https://www.futureconceptlab.com/petrobras-lab/#comments Wed, 02 Nov 2011 20:12:48 +0000 http://fclwp.simply-webspace.it/?p=948 The Petrobras Lab project was the first big test for the new office of FCL do Brasil. A research project and strategic consultancy was made for the corporate communications department of Petrobras – Petróleo Brasileiro S.A, one of the world’s leading energy companies.
The project foresaw an initial brand check-up phase, during which the characteristics of the Brazilian giant were analyzed through use of the MindStyles Program. Petrobras is a major player not only in the field of energy, but also within the cultural, social responsibility, sports, and sustainability arenas. Therefore, all the company’s projects (profit and non-profit) were interpreted and conceptualized, placing them in context with the international socio-cultural realm.
The Lab also included a phase of field research in four cities: Rio de Janeiro and Sao Paulo (Brazil), Bogotà (Colombia) and Santiago (Chile), in which the relationship between different generations of motorists and gas stations was addressed.
Life occasions and urban routines, mobility, and user experience in sales points: the Petrobras Lab was a complete urban retail observatory, which enabled the company to connect directly with its younger customers and to design services in line with their desires and their needs.

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