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Doing Business in an Expanding Reality - Page 8

  • The Home Use Blog at Pangborn

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    fc170562b8d3d7bc2a28b5dd667c749d.gifWith the Danone Research team we had the pleasure of being invited to speak at the prestigious Sensory Science Symposium Pangborn, which was held in Minneapolis in August.
    On this occasion, Michel Rogeaux and I had the opportunity of presenting the Home Use Blog to the scientific community involved in the field of sensory studies and consumer tests.
    As a reminder, the Home Use Blog is a protocol by which consumers test an innovation and exchange impressions in a community blog during the entire experience. This dual immersion of the product experienced by each respondent and within a community proves to be an extremely rich source of information and insight. At the same time, the possibility for the project team of monitoring the test day by day allows for a great deal of adaptability and is very motivating.

    This approach is also highly flexible: Since November 2006, when we presented the methodology for the first time at SEMO with Danone Research, we have had the opportunity of using Home Use Blog (for Danone and for other manufacturers) in a great variety of configurations:
    . in different countries, over varying periods of time (with a project in the very short term for a HUB during 3 months).
    . by combining the Home Use Blog with other approaches, for example by organising at the end of the blog a Focus Group with the participants face-to-face to work in a more creative manner on the elements of the product mix.

    In a nutshell, we are convinced that this method will become firmly established as part of marketing research practises in product development processes. The enthusiastic response on the part of the participants at the Pangborn conference backed us up in our conviction.

    You will find here the slides of the Home Use Blog presentation at Pangborn.

  • Results of the Jardin des Halles Competition

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    Joshua Culdesac and Piper Pitney are the winners of the competition "Call for collective design for the Jardin des Halles" initiated by the association Accomplir, the agency Pourquoitucours and Repères. The jury found the creative approach in the design of the Garden of Islands proposed by Joshua Piper especially appealing.

    The garden proposed by Yaox Bruner awarded the “public prize” following the votes of the Repères Second Life panel:

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    Lastly we would like acknowledge the quality of the proposals of all the participants, which may be seen during the whole summer on the Repères Second Life Islandor on video youtube.

    This competition was principally aimed at accompanying the Accomplir Association in its fight against the project selected by the Paris City Hall. The objective was not to create the future Jardin des Halles but to prove that other designs were possible which associated creativity and compliance with certain spécifications. The final objective of the members – volunteers – of the association Accomplir being to convince the Paris City Hall to abandon the project and to launch an official competition for the garden.

    We do not yet know what will be the outcome of this process but it is clear that Accomplir has made a clear statement in favour of its case thanks to Second Life; the association has benefited from wide media coverage enabling it to express its views (articles in Le Parisien, Paris Obs, Matin Plus, Lemonde.fr, lexpress.fr , BBCnews) ...And has effectively countered any criticism as to its alleged support of the status quo or rejection of innovation.

    As for Repères, our action as a sponsor of this competition has enabled us to validate once again the relevance of Second Life as a platform for co-design, even for Real Life uses.

  • Repères wins the Marketing Magazine Innovation Trophy

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    On May 22 last, we had the pleasure of receiving the Marketing Magazine Innovation Trophy 2007 in the Studies category.

    The profession rewarded our installation in Second Life, Repères having accomplished a world premier by developing a market research activity in a virtual world.

    Obviously we are very happy and proud of this award, and I take this opportunity to once again thank the whole Repères Second Life team: Emilie Labidoire, Christophe Desgouttes, Hailong Xia and Moragh McVicar.

    This award is timely in that it comes as a crowning achievement following a very fruitful first six months of Repères in SL:
    . We are now well established within the SL community, following the exploratory studies we have conducted and published (cf. the Repères Second Life site) and following the organisation of design competitions (Repères showroom, Fabrique du Future Building, The Halles Gardens in Paris)
    . our panel includes 8000 original residents from all countries ready to take part in qualitative and quantitative research as well as in co-creation projects,
    . within the next few days we will be launching our first research project commissioned by a customer (in our initial plan, we expected our first order only after a year in activity...)
    . And more generally speaking our presence in SL has given us the opportunity to take part in many events in France and abroad and to present the different tools used by Repères.

    In conclusion I would like to stress that our presence in Second Life is perfectly consistent with the strategic vision for the next 5 years that we have defined for Repères – Passion for Research:

    To be in 2011 the research institute:
    connected worldwide and constantly renewing and updating the tools of the profession by being a reference in terms of methodology and innovation


    An entrepreneurial vision that is indeed ambitious, but also clearly has the power to mobilize… and is rather fun.

  • A survey from CB News / Repères Second Life : Residents are in favour of brands

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    medium_couverture_CBNews_16_avril_2007.JPG CB News in partnership with Repères presents an opinion poll conducted among 1085 Second Life residents on their perception of Real Life brands in this universe.

    The main thing learnt from the poll was that the presence of RL brands is perceived as positive by a great majority of Second Life residents: 66% believe that the presence of RL brands has a positive impact on SL, whereas 22% believe that RL brands have no impact on SL, and only 11% believe that RL brands have a negative impact on SL. Therefore there is no evidence of any overexposure effect or rejection. On the contrary, the avatars are looking forward to the presence of brands (45% of respondents even want more brands) because they enhance and give more credibility to Second Life:
    - they give realism and substance to SL by establishing a link with Real Life,
    - they make SL more interesting by increasing the number of residents and thus contribute to a greater permanence of this universe.
    On the contrary, the main obstacles have more to do with the fear of spoiling the universe, by being too close to real life or too commercial.

    In this context, being present in SL may represent a real opportunity for a brand since beyond the impact of communicating around events linked to the current buzz around SL, the brands can promote RL products and also benefit from the creativity of the avatars by associating them in their innovation processes. The potential of Second Life in the co-creation process is confirmed in this study. The majority of the residents are ready to take part in this type of operation… in exchange for remuneration and visibility. It should be noted that the motivation to take part will be even stronger if the aim is to innovate for a much-liked brand.

    Upon analysing the results of the study, it is clear to date, that the brands are still far from having succeeded in exploiting all of their SL potential. For instance no RL brand introduced in SL has succeeded in establishing a strong presence in the minds of residents. According to residents, the RL brands that wish to penetrate SL should offer a sim which:
    . associates the philosophy of the universe (namely conviviality, originality and innovation) and the image of the brand
    . maintains a link with RL
    . is visible, easily spotted
    . energises the universe by introducing real added value by offering goods or special offers, by organising events, in a fun manner.

    You will find a report on the study here.

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

  • Call for collective creativity for the Jardin des Halles in Second Life

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    Repères Second Life and Pourquoi tu cours are partners of the association Accomplir which has decided to organise a design competition in Second Life for the re-development of the Jardin des Halles in Paris.

    This is an extremely interesting example of the application of the principle of socially aware co-creation. This is how Accomplir qualifies its motivation in initiating this approach.

    Why are we launching this virtual contest?
    Because we love the Halles district, and want to live there pleasantly, in harmony with those who frequent it.
    Because the project we are presented with does not satisfy our expectations, which have been clearly expressed, nor does it take into account the surveys previously carried out.
    Because we refuse to disavow the official consultation, or challenge the power of the Paris Town Hall, which holds the final decision.
    Because it is essential to break the deadlock we have been in for months, and re-establish the urge to demonstrate creativity in les Halles.


    We are impatiently looking forward to receiving the projects! (the deadline is 1st June 2007)

    The detailed specifications of the competition, the plan of the site and the rules may be consulted on the Repères Second Life site.

    Following is the entire press communiqué.