For those who do not know the Esomar Congress it is probably the most prestigious event in the field of market research where professionals from all over the world present their most recent research.
We were therefore delighted to learn that we were selected to present a paper at the next Esomar Congress; this is the third time in a row (which to my knowledge, is a first for a French research institute:- ):
. in 2006 at the London Congress, with Moët Hennessy we presented the Emotional Monitoring tool, a real disruptive innovation for the understanding and monitoring of the imaginary perception of a brand, and which has now become the object of a licence with partners in the United States (PERT) in Germany (OPINION) and in Spain (ADVIRA) who now offer Emotional Monitoring to their own clients .
. in 2007 our presentation at the Congress in Berlin concerned our presence in the virtual world of Second Life,
. and finally, in 2008 in Montreal, with Danone Research we shall present a paper on the inclusion of non verbal communication in our research methods, via VideoEtude, a concept developed by our partner Franck Saunier. It concerns a whole field of research aimed at approaching the consumer from a holistic point of view by never separating verbal from non-verbal communication at any stage of the study. Beyond the theoretical aspects, we shall present very concrete examples in two areas that seem especially promising: The detection of unconscious insights able to help anchor disruptive innovations, and the measurement of the emotional involvement aroused by a stimulus (concept, communication, product...).
Beyond implementing the Co-design process, the purpose of Repères in Second Life is of course to explore these new digital words to gain more knowledge of them and to advise our clients in their marketing strategies in these virtual worlds.
We also want to play an active role in the Second Life community and to participate in its development, namely by disseminating the results of studies we conduct on our own initiative, or by making research organisations benefit at cost price from field studies conducted by our panel of avatars.
It is within such a framework that we are publishing the results of a qualitative study we conducted last year on the perception by the residents of Second Life of the first launches of brands in SL.
The investigation, under the form of an "in world” focus group (via avatars in SL) and in Real Life, concerned the automobile sector which already presented a certain diversity in marketing terms. The aim of the study is to determine the key factors of success for a successful launch in a virtual world.
You may download all of the findings here, which you may also view in a slide presentation below (given the density of the text, I recommend the option “view on slideshare / Full”)
For further details, please contact Emilie Labidoire, project manager at Repères Communities.