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Doing Business in an Expanding Reality - Page 5

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

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    plante croissance.jpgThe 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.

  • Face–to-face interviews in real time: Repères is equipping its network of interviewers with Eee PCs

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    The development of new technologies has deeply modified the way information is gathered, namely via online access panels.

    Nevertheless, for a certain number of surveys, face-to-face exchanges with an interviewer remain the optimal solution:

    - when the target interviewed is not well represented by an online access panel,

    - when it is necessary to show real survey materials (mock-ups or products to be tested that cannot be sent by mail),

    - or when the questionnaire is too long for an online survey.

    That is why at Repères face-to-face interviewing in the field still represents a high proportion of our activity and is a strategic area for us. The quality and reliability of our field work (ISO certified) is an indispensable pre-requisite which enables us to guarantee a high quality service for our clients.

    Within the framework of our constant search to optimise our processes we have just taken a major step by equipping with Eee PCs and 3G connections our field researchers conducting face-to-face interviews. We are now able to conduct CAWI (Computer Assisted Web Interviews) all over France face-to-face at home or in facilities with the direct transfer of data onto our web server.

    Such equipment presents many advantages:

    . we follow field work in real-time and ensure quotas are complied with since they can more easily be redistributed between interviewers as they work,

    . we are able to give our clients precise and reliable field research data,

    . compared with classic laptops used in CAPI, the small size of the Eee PC is an undeniable advantage in practical terms for interviewers,

    . lastly, compared with the studies we have conducted until now with paper questionnaires our deadlines and costs for field research have been considerably optimised.

     

     

     

     

    The development of new technologies has deeply modified the way information is gathered, namely via online access panels.

    Nevertheless, for a certain number of surveys, face-to-face exchanges with an interviewer remain the optimal solution:

    - when the target interviewed is not well represented by an online access panel,

    - when it is necessary to show real survey materials (mock-ups or products to be tested that cannot be sent by mail),

    - or when the questionnaire is too long for an online survey.

    That is why at Repères face-to-face interviewing in the field still represents a high proportion of our activity and is a strategic area for us. The quality and reliability of our field work (ISO certified) is an indispensable pre-requisite which enables us to guarantee a high quality service for our clients.

    Within the framework of our constant search to optimise our processes we have just taken a major step by equipping with Eee PCs and 3G connections our field researchers conducting face-to-face interviews. We are now able to conduct CAWI (Computer Assisted Web Interviews) all over France face-to-face at home or in facilities with the direct transfer of data onto our web server.

    Such equipment presents many advantages:

    . we follow field work in real-time and ensure quotas are complied with since they can more easily be redistributed between interviewers as they work,

    . we are able to give our clients precise and reliable field research data,

    . compared with classic laptops used in CAPI, the small size of the Eee PC is an undeniable advantage in practical terms for interviewers,

    . lastly, compared with the studies we have conducted until now with paper questionnaires our deadlines and costs for field research have been considerably optimised.<-->

  • 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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