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Doing Business in an Expanding Reality - Page 7

  • 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.

  • Repères Winner of the 2008 Silver Trophy for Innovation in Marketing Research

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    The Repères Community Hub was created in the autumn of 2006 with the aim of devising and implementing new marketing study approaches, and to do so by activating new web platforms (collaborative sites, virtual worlds, online communities…).

    To this day the contributions of the Repères Community Hub consist of the implementing of co-design protocols or more generally speaking collective intelligence collaboration procedures.

    To our great satisfaction these initiatives have provoked a positive response from the profession which has acknowledged them. After last year’s Gold Trophy for our introduction into Second Life, we are proud to have been awarded another prize by the jury of professionals assembled by Marketing Magazine.

    The prize-winning project this year concerns a Jean-Paul Gaultier Parfums “Research Community”: we have worked for the brand to set up and moderate the community of sellers in permanent contact with the marketing team.

    This community:
    . provides access to knowledge, with a constant relay of information from the field,
    . provides opportunities for exchanges, with the sellers who are able to react in a qualitative manner to the new product launches, and point-of-sale projects,
    . provides an opportunity for collaboration and co-design for new offers and marketing operations.

    This prize is all the more gratifying since it relates to a new field high in potential, namely in BtoB: the deployment of procedures aimed at activating the collective intelligence of networks.

    I would like to thank the Repères Communities team, Emilie Labidoire, Christophe Desgouttes and Stéphanie Hahn, as well as Jean Paul Gaultier Parfums, and more particularly Fany Péchiodat who entrusted us with this project.

  • Repères at the Esomar Congress: 2006, 2007 ... and 2008!

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    For those who do not know the Esomar Congress it is probably the most prestigious event in the field of market research where professionals from all over the world present their most recent research.

    We were therefore delighted to learn that we were selected to present a paper at the next Esomar Congress; this is the third time in a row (which to my knowledge, is a first for a French research institute:- ):

    . in 2006 at the London Congress, with Moët Hennessy we presented the Emotional Monitoring tool, a real disruptive innovation for the understanding and monitoring of the imaginary perception of a brand, and which has now become the object of a licence with partners in the United States (PERT) in Germany (OPINION) and in Spain (ADVIRA) who now offer Emotional Monitoring to their own clients .

    . in 2007 our presentation at the Congress in Berlin concerned our presence in the virtual world of Second Life,

    . and finally, in 2008 in Montreal, with Danone Research we shall present a paper on the inclusion of non verbal communication in our research methods, via VideoEtude, a concept developed by our partner Franck Saunier. It concerns a whole field of research aimed at approaching the consumer from a holistic point of view by never separating verbal from non-verbal communication at any stage of the study. Beyond the theoretical aspects, we shall present very concrete examples in two areas that seem especially promising: The detection of unconscious insights able to help anchor disruptive innovations, and the measurement of the emotional involvement aroused by a stimulus (concept, communication, product...).

  • Brand and Virtual World Experiences: The results of a Repères Second Life study

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    Beyond implementing the Co-design process, the purpose of Repères in Second Life is of course to explore these new digital words to gain more knowledge of them and to advise our clients in their marketing strategies in these virtual worlds.

    We also want to play an active role in the Second Life community and to participate in its development, namely by disseminating the results of studies we conduct on our own initiative, or by making research organisations benefit at cost price from field studies conducted by our panel of avatars.

    It is within such a framework that we are publishing the results of a qualitative study we conducted last year on the perception by the residents of Second Life of the first launches of brands in SL.

    The investigation, under the form of an "in world” focus group (via avatars in SL) and in Real Life, concerned the automobile sector which already presented a certain diversity in marketing terms. The aim of the study is to determine the key factors of success for a successful launch in a virtual world.

    You may download all of the findings here, which you may also view in a slide presentation below (given the density of the text, I recommend the option “view on slideshare / Full”)

    For further details, please contact Emilie Labidoire, project manager at Repères Communities.

  • The Metaverse : Towards the Integration of the Digital world in Our reality

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    The development of virtual worlds about which we regularly communicate is a part of the more global process of the massive integration of digital technology in our reality.

    This new reality we are moving towards, where the border between the virtual and reality will become less and less discernable, is sometimes referred to as the metaverse.

    In the spring of 2007, a group of experts, researchers and players in the field of virtual worlds published a remarkable study on this subject : the metaverse roadmap overview. The authors identify four leading trends which, through their convergence, lead us to the metaverse:
    . Virtual Worlds
    . the mirror worlds, the digital reproduction of reality (Cf. Google Earth)
    . enhanced reality : the integration of the digital in the real world, for example via enhanced reality glasses (you walk in an Antique site and thanks to these glasses you have a completed view of the buildings instead of the ruins)
    . lifelogging, which consists of recording all the events of one’s life on a digital medium.

    You will find here the support materials from a talk I gave on this subject at the summer university of a consulting company. In addition to the 4 trends of the Metaverse Roadmap, you will find some elements concerning another change I believe is fundamental: the notion of the enhanced body (exoskeletons, cyborgs and brain-computer links) where, here again, the visions of science-fiction writers are confirmed.

    To finish with this theme of the metaverse and immersion, here is a video in which a system for measuring brain waves makes it possible for a person to move his avatar in Second Life mentally:



    There are many surprises in store for us.