{"id":1099,"date":"2026-07-24T19:50:53","date_gmt":"2026-07-24T17:50:53","guid":{"rendered":"https:\/\/dlab.barcelona\/uncategorized-ca\/cas-de-descoberta-%c2%b7-zinklar\/"},"modified":"2026-09-18T19:52:03","modified_gmt":"2026-09-18T17:52:03","slug":"cas-de-descoberta-%c2%b7-zinklar","status":"publish","type":"post","link":"https:\/\/dlab.barcelona\/ca\/discovery-cases\/cas-de-descoberta-%c2%b7-zinklar\/","title":{"rendered":"Cas de descoberta \u00b7 Zinklar"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\" style=\"font-size:26px\"><strong>Des d'explicar una plataforma fins a q\u00fcestionar la intu\u00efci\u00f3 dels qui decideixen.<\/strong><\/p>\n\n<div style=\"height:41px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n<h2 id=\"h-cliente-y-sector\" class=\"wp-block-heading\">Client i sector<\/h2>\n\n<p class=\"wp-block-paragraph\">Hi ha una cosa que \u00e9s molt dif\u00edcil d'explicar b\u00e9: per qu\u00e8 alg\u00fa hauria d'escollir-te a tu.<\/p>\n\n<p class=\"wp-block-paragraph\">Zinklar \u00e9s una plataforma d'insights per al consumidor que ajuda empreses i marques a validar idees, productes i campanyes abans de prendre decisions empresarials. Quan vam treballar amb l'empresa, la tecnologia ja era robusta, r\u00e0pida i capa\u00e7 de respondre a mercats complexos. <\/p>\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n<h2 id=\"h-contexto-del-problema\" class=\"wp-block-heading\">Context del problema<\/h2>\n\n<p class=\"wp-block-paragraph\">La comunicaci\u00f3 es basava en el que \u00e9s m\u00e9s f\u00e0cil d'explicar en una empresa tecnol\u00f2gica: integracions, funcionalitats, cobertura, velocitat, condicions d'\u00fas... Tot era rellevant, per\u00f2 tamb\u00e9 comparable.<\/p>\n\n<p class=\"wp-block-paragraph\">Quan una categoria es presenta nom\u00e9s pel seu rendiment, el mercat acaba prenent decisions dins del mateix marc: m\u00e9s funcionalitats, m\u00e9s velocitat, m\u00e9s cobertura. La conversa es despla\u00e7a cap a l'eina i les condicions de negociaci\u00f3, deixant de banda qu\u00e8 preocupa realment a la persona que hauria d'utilitzar-la. <\/p>\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n<h2 id=\"h-tension-detectada\" class=\"wp-block-heading\">Tensi\u00f3 detectada<\/h2>\n\n<p class=\"wp-block-paragraph\">A l'altra banda de la pantalla hi havia alg\u00fa amb una intu\u00efci\u00f3 que ell creia valuosa: una nova l\u00ednia de productes, una campanya diferent, una aposta comercial o una oportunitat encara sense confirmar.<\/p>\n\n<p class=\"wp-block-paragraph\">Validar-la podia implicar setmanes d'espera, reunions, planificaci\u00f3, estimacions pressupost\u00e0ries, informes externs i molts girs i tombs abans de decidir. Si aquesta intu\u00efci\u00f3 no es confirmava, l'impacte no era nom\u00e9s econ\u00f2mic; tamb\u00e9 afectava el temps, la reputaci\u00f3 i la confian\u00e7a per tornar-ho a intentar. <\/p>\n\n<p class=\"wp-block-paragraph\">Mentre la marca parlava de tecnologia, el responsable de la presa de decisions intentava respondre una pregunta molt m\u00e9s humana: i si tinc ra\u00f3?<\/p>\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n<h2 id=\"h-diagnostico-dlab\" class=\"wp-block-heading\">Diagn\u00f2stic Dlab_<\/h2>\n\n<p class=\"wp-block-paragraph\">El producte de Zinklar va ser la confian\u00e7a necess\u00e0ria per actuar amb criteri.<\/p>\n\n<p class=\"wp-block-paragraph\">La Plataforma va reduir el temps, el cost i la incertesa necessaris per comprovar si aquesta intu\u00efci\u00f3 podia convertir-se en una bona decisi\u00f3.<\/p>\n\n<p class=\"wp-block-paragraph\">La tecnologia era el mitj\u00e0. El valor residia en all\u00f2 que permetia a la persona que havia de decidir sentir i fer. <\/p>\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n<h2 id=\"h-decision-estrategica\" class=\"wp-block-heading\">Decisi\u00f3 estrat\u00e8gica<\/h2>\n\n<p class=\"wp-block-paragraph\">Canviem el focus de la plataforma cap a l'usuari. Deixem d'explicar funcionalitats per explicar les conseq\u00fc\u00e8ncies. Passem de parlar de tecnologia a parlar d'intu\u00efci\u00f3, confian\u00e7a, oportunitat i reducci\u00f3 de riscos.  <\/p>\n\n<p class=\"wp-block-paragraph\">D'aquest canvi va n\u00e9ixer una pregunta capa\u00e7 de condensar tota la proposta de valor: I si tens ra\u00f3?<\/p>\n\n<p class=\"wp-block-paragraph\">L'afirmaci\u00f3 era una invitaci\u00f3 a imaginar qu\u00e8 podria passar si aquella intu\u00efci\u00f3 que havia estat rondant pel cap de la persona que havia hagut d'assumir el risc durant tant de temps resultava ser certa. Zinklar va deixar de descriure's i va comen\u00e7ar a q\u00fcestionar-se. <\/p>\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n<h2 id=\"h-resultado-verbal-visual-y-de-percepcion\" class=\"wp-block-heading\">Resultats verbals, visuals i perceptius<\/h2>\n\n<p class=\"wp-block-paragraph\">La marca va passar de presentar-se com una eina tecnol\u00f2gica a ocupar el territori d'un soci estrat\u00e8gic per a la presa de decisions.<\/p>\n\n<p class=\"wp-block-paragraph\">El canvi d'enfocament va permetre que la comunicaci\u00f3 guany\u00e9s profunditat perqu\u00e8 va deixar de centrar-se nom\u00e9s en el que feia la plataforma i va comen\u00e7ar a explicar qu\u00e8 havia canviat per a aquells que la van triar.<\/p>\n\n<p class=\"wp-block-paragraph\">La pregunta va aconseguir connectar la proposta de valor de Zinklar amb una tensi\u00f3 humana que persisteix: la necessitat de saber si una intu\u00efci\u00f3 mereix convertir-se en una decisi\u00f3.<\/p>\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n<h2 id=\"h-materializacion-de-la-estrategia\" class=\"wp-block-heading\">Materialitzaci\u00f3 de l'estrat\u00e8gia<\/h2>\n\n<p class=\"wp-block-paragraph\">Una idea estrat\u00e8gica demostra el seu valor quan pot sostenir tota una campanya sense perdre for\u00e7a.<\/p>\n\n<p class=\"wp-block-paragraph\">La nova posici\u00f3 es va convertir en un llenguatge com\u00fa per a la narrativa verbal de la marca, campanyes publicit\u00e0ries, peces digitals, v\u00eddeos i diferents aplicacions de comunicaci\u00f3.  <\/p>\n\n<p class=\"wp-block-paragraph\">Cada element responia aquesta pregunta i refor\u00e7ava la idea central: ajudar les persones a prendre decisions amb m\u00e9s confian\u00e7a.<\/p>\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n<iframe loading=\"lazy\" width=\"100%\" height=\"500\" src=\"https:\/\/www.youtube.com\/embed\/LD5RmjbcD_s?si=pJakHM4M_CvL7axQ\" title=\"Reproductor de v\u00eddeo de YouTube\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen=\"\"><\/iframe>\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n<h2 id=\"h-aprendizaje-del-caso\" class=\"wp-block-heading\">Aprenentatge de casos<\/h2>\n\n<p class=\"wp-block-paragraph\">La gent compra la confian\u00e7a necess\u00e0ria per prendre millors decisions.<\/p>\n\n<p class=\"wp-block-paragraph\">Quan una empresa nom\u00e9s comunica el que fa, obliga el mercat a comparar-la per caracter\u00edstiques i preus. Quan fa visible el canvi que provoca en la vida dels qui la trien, comen\u00e7a a competir pel significat. <\/p>\n\n<p class=\"wp-block-paragraph\">De vegades, la millor estrat\u00e8gia \u00e9s fer la pregunta correcta.<\/p>\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n<h2 id=\"h-servicios-dlab-relacionados\" class=\"wp-block-heading\">Serveis relacionats de dlab<\/h2>\n\n<p class=\"wp-block-paragraph\">Diagn\u00f2stic estrat\u00e8gic \u00b7 Posicionament de marca \u00b7 Plataforma de marca \u00b7 Narrativa de marca \u00b7 Campanya de comunicaci\u00f3 \u00b7 Comunicaci\u00f3 corporativa \u00b7 Direcci\u00f3 creativa<\/p>\n\n<p class=\"wp-block-paragraph\"><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Des d&#8217;explicar una plataforma fins a q\u00fcestionar la intu\u00efci\u00f3 dels qui decideixen. Client i sector Hi ha una cosa que \u00e9s molt dif\u00edcil d&#8217;explicar b\u00e9: per qu\u00e8 alg\u00fa hauria d&#8217;escollir-te a tu. Zinklar \u00e9s una plataforma d&#8217;insights per al consumidor que ajuda empreses i marques a validar idees, productes i campanyes abans de prendre decisions [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":1101,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[26],"tags":[],"class_list":["post-1099","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-discovery-cases"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.8 (Yoast SEO v28.0) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Cas de descoberta \u00b7 Zinklar<\/title>\n<meta name=\"description\" content=\"Des d&#039;explicar una plataforma fins a q\u00fcestionar la intu\u00efci\u00f3 dels qui decideixen. Client i sector Hi ha una cosa que \u00e9s molt dif\u00edcil d&#039;explicar b\u00e9: per qu\u00e8 . 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