1. Jóvenes-Creatividad

Los jóvenes de hoy en día están ligados a la tecnología  y el arte según los perfiles expuestos por el grupo es una forma de expresión y libertad.

Insight 1: los jóvenes de hoy en día buscan en los nuevos medios y herramientas tecnológicas como forma de aprendizaje.

Insight 2: los adolescentes buscan lugares que no los limiten y que no tengan reglas que los restrinjan.

Insight 3: suelen utilizar los mismos mecanismos para expresar la creatividad dentro de un mismo grupo social.

2. Adultos Jóvenes-Recreación-Participación: grupo de teatro universitario de losAndes.

Metodología: observación, recopilación de la historia, factores de investigación, investigación directa (encuestas, fly on the wall).

Insight 1: La diversidad como pensamiento de liberación y de búsqueda de identidad. Es una oportunidad para generar lazos y crear centros de reunión.

Insight 2: grupo de apoyo. Genera vínculos entre los integrantes sin importar su status en la vida cotidiana, dando espacio a lazos emocionales.

Insight 3: resignificación. Cuestionamiento de la función y significado del teatro. En el teatro se da un nuevo significado en las palabras, se aprende de otra manera (ej. perder, pena).

3.Cuidado Personal

Metodología: dividir el target, buscar escenarios reales, realizar encuestas (físicas, virtuales), fly on the wall.

Insight 1: de 20 a 30 años al aire libre con mis amigos.

Insight 2: de 31 a 40 años,es mi escape. Dedican mucho tiempo al shopping y los productos de belleza son pioneros en ésta. Se deben tener en cuenta que el cuidado personal y la salud van de la mano.

Insight 3: de 41 a 50 años, encuentro con la naturaleza.

Conclusiones: las mujeres mayores de 40 invierten más en el cuidado personal, los jóvenes tienden a realizar su cuidado personal en casa, el cuidado personal es tomado como un hábito.

4. Niños-Ocio-Creatividad

Metodología: observación, encuestas (físicas, virtuales)

Insight 1: la tecnología es una herramienta de ocio pero no de creatividad.

Insight 2: buscar actividades extracurriculares, tienden a ser especializados y recrean la creatividad.

Conclusiones: las actividades llevan al ocio y no a la creatividad. Proponen establecer medios digitales y físicos para incentivar la creatividad.


“Educar Jugando”

Metodología : definición del target, entrevistas (fisícas, virtual), observación en el espacio de los niños.

Insight 1: cuando grande quiero ser como…imitar figuras o perdonajes  para lograr acciones.

Insight 2: los niños y la tecnología. Explorar juegos con fondo educativo.

Insight 3: tiempo compartido entre padres e hijos. Aprovechar la calidad de tiempo con los hijos.

Conclusiones: innovar en la educación complementaria, utilización de figuras heroícas como incentivos para potenciar la educación en general, es importante que los padres se involucren en el proceso educativo, la tecnología es una potente plataforma para desarrollar actividades enfocadas en la educación.





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