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Reperes - passion for research

  • The Repères access panel is certified ISO 26362

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    As a part of our quality strategy we were proud to obtain ISO 26362 certification at the beginning of the year for our access panel of French internet surfers.

    Repères is the first market research company in France to obtain this certification which guarantees compliance with the best practises for the management of an access panel as defined by the profession.

    This is a part of our Web strategy:

    Since 2006, we have greatly invested in the Web with the aim of renewing research protocols by using new technologies.

    This has led us to develop our own platforms such as the one used for the Home Use Blog or to explore new territories such as Second Life, in which we have set up an access panel of more than 10 000 avatars from all over the world.

    All this research and experimentation has enabled us to acquire in-depth expertise in the field of online research and the creation and management of Internet panels.

    Last year, we created a Web Development department, with three people under the management of Christophe Desgouttes, and dedicated to:

    We have thus been able to recruit French Internet surfers for our own access panel and have gradually started to insource our online studies (our international online studies are still conducted with partners, namely SSI).

    This strategic choice of insourcing enables us to offer our clients more competitive prices, while guaranteeing the quality of the information gathered.

    The Repères panel is composed of 27 000 people today, with an objective of 50 000 people within the next year.

  • Presentation of the results of the co-design initiative for CTIFL and UNFD

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    In these times of economic uncertainty, disruptive innovation is increasingly essential for creating a competitive edge. At Repères we are convinced that innovation must be conducted in collaboration with the consumers to design in a meaningful and differentiating manner. Our prospective and interactive co-design protocol calls on the imagination of hyper creative consumers (recruited in the virtual world of Second Life) to help brands find new sources of inspiration.

    So far we haven’t yet had the opportunity to present actual results from co-design initiatives since these are highly confidential. Today, thanks to CTIFL (Centre Technique Interprofessionnel des Fruits et Légumes – Inter-professional Technical Centre for Fruit and Vegetables) and UNFD (Union nationale des syndicats de détaillants en fruits, légumes et primeurs – National Union of Fruit and Vegetable Retailers) we have a unique opportunity to present the details of the process and its results.

    I will let Emilie Labidoire, the head of the Repères Communities Department continue:

    Our last project conducted for CTIFL and UNFD made it possible for us to work on the design and the offering at the same time, with a 3D model of 2 proposals from among 10.

    Point of departure of the project

    To adapt to new modes of consumption UNFD intends to make points of sale of fresh fruit and vegetables denser in areas of intense urban traffic through the creation of mobile outdoor kiosks and/or the setting up of dedicated gondolas with traditional retailers.
    This is because, in a climate of a decline in the consumption of fresh fruit and vegetables, UNFD must take up a number of challenges:
    - How to promote the purchase of fresh fruit and vegetables?
    - How to reduce preparation constraints?
    - How to enhance the image of fruit and vegetables (healthy, simple, quick, etc.)?
    - How to prevent consumption among the young from declining further?


    The Protocol

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    The strong points

    .Greatly increases the potential of “imaginative” communities from the virtual world of Second Life® by injecting prospective visions in partnership with the agency Proâme
    . Engages consumers in brainstorming on a collaborative, exploratory blog for two weeks. Presents the benefits of asynchronous communication and of a widened time frame allowing ideas to mature.


    The Designs

    As a result of the brainstorming session and the joint analyses of Proâme-Repères, 10 detailed proposals for kiosks and innovative fruit and vegetable corners were presented to UNFD and CTIFL, a working tool for a highly fragmented sector (different sizes and means according to geographic situation).

    The two proposals selected were then modelled on Second Life® to bring to life these concepts and propose a 3-D illustration. Instead of static boards, the client and vegetable retailer teams are able to discover a space and to fully experience it to test the ergonomics, the positioning and interactions between the retailer and the client.




    We presented this work at the Esomar Consumer Insights 2009 conference in Dubai and we are looking forward to seeing the kiosk open, probably in the autumn 2009!

    You may also read the interview with Catherine Roty from CTFIL, whom we warmly thank, on the site dedicated to the activity of Second Life.

  • The Birth of Repères Beauty

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    In January 2009, based on its cosmetic expertise acquired over a period of 20 years Repères created a subsidiary entirely dedicated to the cosmetics / luxury / perfume sectors: Repères Beauty

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    Under the aegis of its CEO, Christian Hardy, this subsidiary has merged the current cosmetic teams of Repères and Déduction inspiring them with the same drive while preserving two distinct commercial departments:
    . the “luxury / selective / health” department headed by Amélie Debaye,
    . the “mass-market” department headed by Bénédicte Lunel.

    The creation of this entity is a strong statement enhancing Repères image with clients in a strategic area for the company.

    It is also the accomplishment of the integration of Déduction within Repères bearing in mind that Danielle Hirsch, the founder of Déduction, continues to manage relations with the company's heritage clients.

    This new entity corresponds perfectly with the values of Repères: Rigour, Honesty, Partnership, and the constant Search for progress.

    The major challenge for Repères Beauty will be to provide its clients with operational answers (while taking into account their budgetary constraints) by offering them methodologies that go beyond the scope of standard studies.

    The development of this subsidiary will therefore be conducted in partnership with all of the other teams within Repères and will call on their expertise (Qualitative, Data Mining and Communities) so as to provide the most relevant research.

    In addition to brands that have been partners for many years, Repères Beauty is also aiming to develop business with new clients seeking to employ new evaluation approaches.

    We wish Repères Beauty much success!

  • Best Wishes for 2009 and Repères Prospects

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    On behalf of the entire Repères team, I wish you all the best for 2009 and much success personally and professionally.

    The beginning of the new year is always a time for reflection, even more so this year which has started in an atmosphere highly conducive to anxiety.

    I would therefore like to take this opportunity to step back from this very short-term and hackneyed vision of the crisis to share with you some of the medium-term strategic issues for Repères.

    From my standpoint as the CEO, I believe that in such periods of uncertainty there is all the more need for us to focus on respecting the core identity of the company (the values and mission) AND at the same time to renew and optimise everything that is not a part of this core identity (organisation, process, methods…).

    This belief is largely exposed in the writings of the American academic Jim Collins:
    "The most enduring and successful corporations distinguish their timeless core values and enduring core purpose (which should never change) from their operating practices and business strategies (which should be changing constantly in response to a changing world)" Jim Collins - Built to last

    In the case of Repères our core values are the following:

    Our mission is “to help companies design, develop, optimise and market their offers of products and services”.

    In accomplishing this mission we respect four core values:

    . Rigour, with high-quality services,
    . Honesty and ethics
    . A spirit of partnership with our clients and internally with our different teams,
    . A permanent quest for progress, in individual terms and regarding processes.

    These core values are not destined to change. However, with the aim of making all the rest evolve, we constantly seek to optimise our methods and processes to ensure we are always in synch with the needs and constraints of our clients. This has led us to successfully innovate in certain areas of research (testing products and brand images, qualitative studies...) in which the application of innovative approaches generates enhanced relevance and more value for money.

    This strategy is a response to our objectives for the next 5 years which translate into a vision. Hence the Repères vision for the period 2006-2011 is as follows:

    « In 2011, Repères is the research institute which is:
    . Connected globally,
    . Has renewed and continued to renew the tools of the profession,
    . By being a reference in terms of methodology and innovation »

    This vision is clearly associated with the Repères positioning: the aim is to renew research tools, not as an end in themselves, but in order to provide the most valuable contributions for our partner-clients.

    I propose we meet in 2001 to assess the realization of this vision :-)

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  • Datamining at Repères

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    During the last fifteen years at Repères we have developed a high level of expertise in the analysis of market research data for the modelling of consumer preferences. Our work has been based on Trade-Off analysis models and on Preference Mapping tools. From services that were only initially proposed within the framework of market studies conducted exclusively by Repères, we progressively evolved towards services involving customised modelling, by working on data from a variety of sources that our clients provided us with: sensorial evaluations, physico-chemical measurements, panel data, client data-base extractions...

    In order to further develop this expertise and to promote it more widely we decided to create within Repères a department dedicated to Datamining, which intervenes either independently, based on client data, or in synergy with Repères research projects. The management of this department has been entrusted to Fabien Craignou, previously in charge of quantitative Senior studies at Repères and a specialist in research involving preference modelling.

    As a complement to the Trade-Off and Preference Mapping models referred to above, the team now has extensive expertise in the use of Bayesian networks, an especially effective learning and modelling technique, that we have applied successfully for the development of typologies and scoring based on client data.

    In compliance with the vision of Repères, the objective of this department is to take part in the development of new tools for the profession and the dissemination of new practises. Hence Fabien's presentation, in partnership with Lionel Jouffe from Bayesia, of our work on the identification and modelling of the appreciation of a product at the latest Sensometrics seminar in St Catharines in Canada:



    Also attached is another presentation from our Datamining department, again in partnership with Bayesia, conducted during the SKIM conference in Barcelona last May. The objective was to present the advantages of Bayesian networks for defining consumer typologies, namely within the context of the ‘Uses and Attitudes’ studies. Among the advantages of the method a key point is that we analyse links of all variables 2 by 2 without establishing any principle ex ante – contrary to the usual approach of canonical typology, which requires dividing variables into two groups, for example, on one side uses and on the other attitudes, a method which is at times highly arbitrary (“I use this product every day”, is that a behaviour or an attitude, or both?).



    For more details concerning these services, or more generally on Datamining services, please contact Fabien Craignou.