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Doing Business in an Expanding Reality - Page 3

  • The Lab in the Bag: A Revolutionary Sensory Booth Design by Repères

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    logo.jpgA grand premiere for Repères: our first patent!

    This is the fruit of the work conducted in the field of test environments by our Director of Research & Innovation, Franck Saunier.

    The aim was to guarantee high quality conditions for gathering evaluation data on products by offering a standardised controlled environment easy to duplicate at all test facilities.

    This led to the invention of "The Lab in the Bag" concept, a foldable and easily transportable isolation booth. 

    The Lab in the Bag value proposition is "my sensory lab where and when I want it in less than 2 hours".

    Below is a demonstration of the assembly of 4 booths by one person (the inventor Franck Saunier).

    Repères is now commercialising booths for manufacturers and research laboratories, as well as for sensory research institutes operating outside France.

    This product, which is a real disruptive innovation in the sensory field, was enthusiastically welcomed at the Pangborn World Congress in Rio this summer.

    Since then initial requests have come in from all around the world, with two principle uses envisaged:

    . sensory tests when renovating a laboratory or when setting up a laboratory in unequipped sites,

    . quality control in plants, with the possibility of creating a very affordable laboratory as close as possible to the production site.

    For details:

    Website The lab in the Bag

    Sales information for The Lab in the Bag: Nadège Drouillet

  • System 1 / System 2 and Market Research

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    The need to look beyond what the consumer says has now been identified as one of the fundamental issues in marketing studies: a consensus has been established concerning the key role of emotions and unconscious reactions in decision-making.

    The seminal work conducted by Antonio R. Damasio on this subject ("Descartes' error” – 1995) has been confirmed and complemented by recent developments in behavioural economics. Authors such as Dan Arriely (“Predictably Irrational” – 2010) and Daniel Kahneman (“Thinking, Fast and Slow” – 2010) have proved the lack of realism in the paradigm of the "homo economicus" in which it is assumed that as rational human beings we make choices with the sole aim of ensuring maximum individual utility while being fully aware of the offers available and remaining uninfluenced by the behaviour of our peers.  

    The “system 1 / system 2” metaphor used by Daniel Kahneman provides a very effective description of the way our brain functions when faced with making a decision:

    .System 1 is a function that is systematically and unconsciously deployed without requiring any particular effort (automatic pilot), and which enables us to answer a question such as "2+2= ?". This concerns the emotional register, that of the somatic markers which Damasio describes as being fashioned by instinct and experience.

    .However, if we are asked to answer the question “235 + 4 195 = ?”, we need to activate system 2; this involves conscious thought which is slower and more costly in cognitive energy, hence our reluctance to deploy it. Daniel Kahneman evokes “our lazy system 2” (how many of you have made the effort of calculating 235+4195 ?) which nevertheless plays an essential role in validating or invalidating the choices made within system 1.

    To better understand the consumer we need to understand these two systems. System 2, which is of the realm of rationalisation, may be approached via questioning, however, more generally the subject is unaware of the reactions involved in system 1 and will therefore not be able to accurately explain this process.

    Qualitative studies, through their prospective nature, have always made it possible to look at what lies behind rational discourse. However, this represents a real challenge for quantitative studies, more limited to a traditional line of inquiry.   

    At Repères we have positioned ourselves for several years within this field of investigation which attempts to gain access to the unconscious emotional side of the consumer and to quantify it, which has led us:

    . to develop the method of Emotional Monitoring which, by using prospective tests administered to a large number of respondents, aims to determine the rich diversity of ties between a brand and a consumer.

    . to conduct research on non-verbal communication (VideoEtude) applied to testing ideas or products, which enables us to explore another dimension of consumer reaction such as: what happens before the consumer expresses an opinion? Access to this new dimension provides an original source of information for discovering and testing the potential of products and services.

    . and more recently, to complete our tool box by collaborating with Gaël Allain from the company Mémoire&Marketing, to include implicit tests within our service offering. The aim in this case is to measure the impact of a stimulus. What are the representations that are activated, consciously or unconsciously, following the perception of a stimulus? The principle of the implicit test is not to question the consumer but to measure the response time for performing a task such as recognising the word “desire” when seeing the logo of the BMW brand as compared with the response time for recognising the same word when seeing the logo of the Audi brand.   

    Our first use of implicit tests was conducted by Pierrick Rivière at Danone Research on packaging tests, and was presented at the Printemps des Etudes in April 2012. You will find a version minus the Danone Research results and completed with results from a pilot study conducted by Repères on the relation between different competing brands and basic emotions (desire, joy, sadness, shame, mistrust…). In the two protocols the contribution provided by implicit information proved very rich and complementary to that obtained by explicit questioning.

    Please contact us if you require a more detailed presentation of these different tools and results.

  • Reperes obtains funding for research in non-verbal communication

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    logo ANR.gifThe French National Agency for Research (Agence Nationale de la Recherche - ANR) has selected and financed 7 projects within the framework of the 2011 ALID programme (Systèmes Alimentaires Durables – Sustainable Food Systems).

    Among these, the DIACODD programme (Distribution Alimentaire, Consommateurs et Développement Durable – Food Distribution, Consumers and Sustainable Development) is aimed at analysing the distributors/consumers interrelation and at conceptualising and measuring its influence on the growth of demand in sustainable food (Cf. the programme on the ANR site).

    DIACODD is a collaborative four-year project involving the following schools and universities:The University of Paris-Est Créteil (UPEC), Rennes University (Université Rennes 1), the Lyon School of Management (ESDES - Ecole de Management de Lyon) and AgroParisTech (Institut des sciences et industries du vivant et de l’environnement – Institute of Technology for Life, Food and Environmental Studies).

    One of the questions this project seeks to answer concerns the capacity of current measurement tools to capture consumer responses to propositions relating to sustainable development.The fear is that in this area social desirability may generate a considerable bias in responses.

    A partnership between AgroParisTech and Repères has therefore been added to this programme:the aim will be to develop and if possible patent a non-verbal tool for measuring perceptions of conceptual stimuli.

    The ANR funding will enable us to conduct different experiments and to employ a PhD student for this programme.

    This research perfectly complements the research already conducted by Repères in the field of sniff-tests and taste tests. 

    To be continued…

     

    Contacts: 

    For AgroParisTech : Patricia Gurviez

    For Repères:François Abiven and Franck Saunier

  • Repères registered as a certified sub-contractor eligible for research tax credit

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    CIR_205085.34.jpgWe have the honour of having been recognised by the French Ministry of Higher Education and Research as a sub-contractor eligible for tax credit for research. This certification validates the fact that Repères has sufficient R&D potential to be a registered service provider for third parties.

    In practise this implies that any company which calls on the services of Repères within the framework of a Research and Development project eligible for research tax credit may benefit from a tax cut for this service (up to 30%).

    Do not hesitate to contact us for more information.

  • Reperes has the pleasure of inviting you to the Printemps des Etudes, 5th and 6th April, 2012, at the Palais Brongniart in Paris

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    The Printemps des Etudes is the new annual event organised by Etudes Marketing et Opinion, created on the initiative of players of the marketing sector grouped within the Collective Recréation, and supported by leading associations of the profession (Adetem, Esomar, Irep, Syntex Etudes Marketing & Opinion, UDA).

    The idea behind the event is to place content and added value for the visitors at the heart of the approach with a conference programme, feedback, and meetings with exhibitors, validated by a programme committee composed of advertisers, research institutes, inter-professional associations, and researchers.

    Repères has been very much involved in the designing of this event and we shall be delighted to meet you at our stand or during one of our presentations:

    . Thursday 5th April at 11:30, client case study with Danone Research and Mémoire & Marketing: Implicit Tests: Measuring the impact beyond what is stated

    . Thursday 5th April at 4:30 p.m., presentation with Synafap of the results of a qualitative/quantitative study: Arguments for Retail to develop fresh catering products

    . Friday 6 April at 4:30 p.m., we will be participating with TNS Sofres and Actfuture.com in the Flash Benchmark workshop (plenary session): Brand and Emotion: How to gain access to a brand's emotional value

    Proposals for presentations upon registration on the site www.printemps-etudes.com, where you will be able to apply for your badge.

    We wish you a beautiful Spring!