Strategic’s vision and procedures represent a major advance on those of traditional market research, which present the consumer as a static being, modelled from socio-demographic data, whose behaviour is rigidly standarized.

Strategic is well aware that individuals do not exist in isolation, but are characterized by the relationships they establish between their inner world (needs, preferences, etc.) and their environment (groups of people, services, etc.); and also with the objects (products, advertising messages, etc.) that are a means of satisfying their needs and aspirations.

Strategic operates on the basis of this complex vision of the consumer, essential for identifying the often unconscious processes which determine his or her behaviour.

On this basis, and with a view the design of future markets, Strategic works in the realm of the prospective in order to contribute to the generation, development and planning of strategies in relation to trends, the conceptualization of new products, communications, etc.