As 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.

Every 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:

• The Blog’in blogosphere watch method in partnership with Ami Software
• The 2.0 approaches: Co-design and Communities

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 4^th 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 5^th 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.

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