WHAT REALLY MATTERS! - co-creation

SEMO 2009: Repères wins two “Grands Prix des Etudes” awards

noreply@blogspirit.com (François) — Wed, 09 Dec 2009 11:33:00 +0100

As in 2008, Repères received two "Grands Prix des Etudes" Marketing awards at SEMO.

This is the second year running that the Emotional Monitoring method has won awards: After the Silver Trophy in the category of International Surveys for a Thalys Emotional Monitoring conducted in 4 countries, we were proud to receive the Golden Trophy this year in the Brand/Product/Communication category for an Emotional Monitoring study of Fleury Michon.

The aim was to determine the impact of a TV sponsoring operation on the emotional relation linking the customer to the Fleury Michon brand. The Emotional Monitoring approach has proved particularly effective in analysing the impact of a campaign and in providing operational recommendations.

At the same time we received the Silver Trophy Field award for the Prospective Interactive Co-design of “Fresh fruit and vegetable kiosk” undertaken jointly by Repères and the prospective agency Proâme (Maryline Passini) for UNFD and CTIFL. The objective was to use consumers' imagination to promote the consumption of fresh fruit and vegetables in an urban environment.

A warm thank you to our clients who put their trust in us regarding these new approaches, especially Catherine Roty from CTIFL, Sandrine Choux from UNFD, and Eric Coly and Hervé Dufoix from Fleury Michon.

Repères at SEMO

noreply@blogspirit.com (François) — Wed, 09 Dec 2009 11:24:00 +0100

Every year the SEMO exhibition is the most important event in the survey and opinion poll industry in France, and it is an occasion for Repères to meet its clients, prospects and partners.

It is also a fine opportunity to present our latest research in methodological workshops. Whenever possible we try to organise these workshops in partnership with a client who is a user or co-designer of a method.

In recent years we have had the opportunity to present the following innovations at SEMO:

In 2005:

The creation of the Emotional Monitoring method with Moet Hennessy (renovation of imaginary approaches to the brand)
The Product Insight method (a qualitative approach that makes it possible to identify by means of a blind test all the “stories” a product conveys)

In 2006:

The creation of the Home Use Blog with Danone Research, a protocol for real-time testing of prototypes, even disruptive innovation prototypes.
The PackExpert packaging test that combines quantitative research and the memory expertise of Impact Mémoire (Memory Impact)

In 2007:

The Blog’in blogosphere watch method in partnership with Ami Software
The 2.0 approaches: Co-design and Communities

In 2008:

The Heineken case study on the use of Emotional Monitoring
Our research with Franck Saunier in the field of Video Studies (integration of non-verbal communication in the research process)

In the same vein, we will have the pleasure of presenting two workshops at SEMO 2009, with clients participating in presenting case studies:

On Wednesday 4^th November at 3:30 p.m.: The case study of an interactive and prospective co-design experiment, presented by Catherine Roty from CTIFL. This protocol, which we have now used several times in different sectors, makes it possible to generate operational disruptive innovation routes for new products and services. It is based on a collaborative consumer approach, boosted by prospective stimuli designed by the Proâme agency.

Thursday 5^th November at 3:30 p.m.: A case study on the identification and modelling of product appreciation drivers, presented with Valérie Sarkis from PEPSICO. These studies based on Bayesian networks make it possible to greatly increase the added value of product tests, especially by providing highly operational optimisation recommendations.

Serious lab for innovation: R&D at Repères receives support from the government within the framework of the plan for restarting the economy

noreply@blogspirit.com (François) — Wed, 14 Oct 2009 14:58:00 +0200

The Repères vision is founded on designing new market research tools. It is in such a context and as an extension of our work on virtual worlds that we became interested in the Serious Game phenomenon: This type of protocol, generating excellent results in the field of teaching and training could be a solution for making our studies more participative, more involving and producing more creative results. The question is, could we invent the “Market Research Game”?

We evoked the idea of such research with Guy Parmentier from the ESC Chambéry laboratory, with whom we are collaborating in the field of the Co-designing of Virtual Worlds. Guy suggested we join a working group that happened to be forming on the subject.

With this group, composed of three companies (Sphinx Développement, Symétrix, Repères) and two research laboratories (Syscom and ESC Chambéry), we had the pleasure of being selected within the framework of a call for research-development projects by the government, within the context of the “Digital” part of the plan to restart the economy launched on 27 May last by Nathalie Kosciusko-Morizet.

Our shared project “Serious Lab for innovation” is aimed at developing a web platform making it possible to implement Serious Game principles in a market research approach.

The Serious Lab project should result in an operational prototype by the end of 2011 and will receive a global subsidy of 700 000 euros.

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

noreply@blogspirit.com (François) — Wed, 25 Mar 2009 10:36:00 +0100

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
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.

Kiosk colorama final
par reperes2008

Kiosque
par reperes2008

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.

Understanding and mobilizing the consumer 2.0 via communities

noreply@blogspirit.com (François) — Sun, 25 Nov 2007 17:50:00 +0100

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For approximately two years at Repères we have been engaged in the process of updating the tools used in market research. Our objective is to look for better ways of accompanying our clients, in a context in which society is undergoing major changes: traditional tools are less and less able to provide an accurate picture of reality today, whereas new approaches, previously inconceivable for technical and budgetary reasons, now provide access to a wealth of new and highly relevant information. Among these new approaches, we are investing especially in all the “collaborative” techniques which represent a change of position within our profession. The citizen consumer is moving from the status of respondent to that of participant.Hence, on the occasion of the last SEMO trade show, Emilie Labidoire, in charge of Repères Communautés, and I presented a series of collaborative approaches aimed at the following:. mobilising consumers and involving them in designing the offer: - co-designing, namely by using the Second Life platform,- a concept test under the form of a collaborative blog, with 60 to 80 respondents alternating during a fortnight between collective exchanges and individual questionnaires- a prototype test via the Home Use Blog, previously mentioned in this blog . but also at gaining a better understanding of consumers via the creation of Virtual Communities of Interests, making it possible for a company to get a better understanding of its target and to continuously exchange with this target in a real spirit of partnership. In addition to this new position as a “participant”, clearly in line with that of the consumer-citizen today (Cf. the book, “Génération participation” by Thierry Maillet), the strong point of these approaches is that they are based on new time frames: We are no longer working with 15-minute quantitative questionnaires or 3-hour focus groups, but with a collaborative experience over one or two weeks (collaborative concept test, Home Use Blog) or even several months (Communities), thus providing a definite opportunity for ideas to ripen and for the experience to be integrated. Another important aspect is the advantage of asynchronous communication limiting leading effects (each participant integrates the opinions of the others, but with a "distance" which enables him or her to evaluate these opinions and to preserve his or her individuality) and also makes it possible for the respondent to express himself/herself in a very personal way. At Repères, we are continuing to develop and experiment with these collaborative methods which hold great promise, naturally for general consumer issues but also in the field of BtoB (for example: the development of a co-design protocol with certain key customers, or the creation and moderation of communities of retailers…)In short, we are fortunate to be working in a fascinating profession offering a host of new prospects!