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Doing Business in an Expanding Reality - Page 5

  • Repères receives support from OSEO(1) for its work on non-verbal communication

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    logo videoetude fond blanc.pngFor a number of years now Repères has been conducting research on non-verbal communication. The idea behind this research is to acknowledge the importance of the body in our research processes. It is often said that non-verbal communication accounts for more than 80% of human communication and yet practically all market research relies solely on the analysis of verbal communication via respondents’ statements. Conversely the observation techniques used most often tend to focus on behaviour to the point of disregarding respondents’ statements.

    Our approach is to bring to research a holistic vision of the respondent integrating verbal and non-verbal communication.

    Our first experiments, conducted in collaboration with Franck Saunier, were presented at the Esomar conference in 2008 (Cf. article, under ESOMAR copyright) and at the UDA ADETEM conference in January 2009 (Cf. interview – in French - with Franck Saunier on François Laurent's blog).

    The aim at this stage was to demonstrate how a qualitative approach could be enhanced by a detailed video analysis using the techniques of slow motion and of the identification of asynchrony between gestures and words: This provides us with access to communication that occurs without the subject being aware, and which when revealed offers the possibility of detecting in a statement what relates to an accepted notion and what on the contrary relates to a strong emotional implication on the part of the subject; in other words non-verbal communication is used as a tool to identify the relevant verbal message .

    Since then we have pursued our research by applying these findings to a quantitative approach for the screening of concepts: Would the integration of a non-verbal reaction to a concept enable us to better identify those concepts that are more appealing?

    The initial findings we obtained based on a pilot experiment were extremely promising: We built a first benchmark for non-verbal reactions to a concept (based on a combination of several objective behavioural criteria which were relatively easily codified). This non-verbal benchmark makes it possible to identify a level of emotional implication regarding a concept and when it is combined with the classic statement of interest it provides very significant added value to the analysis of the results.

    Thus, from our pilot test, 8 ideas of new products were tested:

    An analysis based purely on statements would have led us to conclude as follows:
    1 effective concept, 5 undifferentiated “average” concepts, and 2 concepts rejected

    When we combine verbal and non-verbal communication, 3 routes are identified as interesting:

    . The concept stated as being the most effective also generates strong emotional implication

    . 1 of the undifferentiated 5 routes also stands out because of the strong emotional implication it inspires, whereas the 4 other concepts generate little interest expressed solely by statements

    . 1 of the 2 concepts generally rejected deserves selection: It proves to have a strong segmenting impact and generates strong emotional implication among all people who claim to be interested, even if they are a minority.

    At the same time one of the other deliverables of the protocol is the possibility of updating the non-verbal grammar used by the respondents when they describe the inferred benefits of these new products.

    We are therefore able to identify the routes that are the most promising and to recommend to the advertiser the appropriate non-verbal grammar to use to effectively communicate about the benefits of the products.

    These results prefigure a strong potential for this type of approach and have led us to apply for OSEO support, which has been given to us, and which will enable us to pursue our research in two directions:

    . To test the relevance of the approach within the framework of sniff-tests and taste-tests, with the creation of benchmarks for emotional implication based on non-verbal communication,

    . To look for technological partners to validate the possibility of automating the codification of non-verbal reactions in order to improve productivity during analysis.

    To be continued…

    Do not hesitate to contact us for a detailed presentation of this research

    1) OSEO is a public organisation for the support of innovation.

  • The Repères access panel is certified ISO 26362

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    Logo combiné 20252-26362.JPGecran_reperes_panel_smal.JPG

    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.

  • Towards the métaverse: the computer of tomorrow is (almost) already there!

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    The integration of the real and the virtual world is a major trend that has still many surprises in store for us.

    This amazing video produced by the Proâme prospective agency that Maryline Passini informed me about is not to be missed.

    The part that is recommended above all starts from the 5th minute, where the computer is freed of its traditional supports (screens, keyboard and mouse) and starts to interact with the real world:


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

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    logo Emotional Monitoring.jpgcocreation Reperes tete.jpgAs 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

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    logo_semo200x103.gifEvery 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:

    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 4th 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 5th 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.