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Bayesian networks

  • 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.

  • 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.