To understand a segment or to allow a new idea to emerge,
spontaneity and reflection are required.
Research studies stimulate and support marketing
via a better understanding of the consumer and
an in-depth exploration of target areas.
However, the spontaneous dimension is not always
called upon, marketing actors remaining at a certain "distance"
they remain in the position of an observer.
research is conducted rigorously (objectives defined,
pre-defined questions, neutrality of the moderator) and
doesn't allow for reactive marketing.
Consumer Connect offers special direct interaction:
person in charge of marketing conducts the interviews directly
with the consumers at home or where they consume the product
Since this isn't a study but an informal meeting,
there is an open discussion between the consumer and the
Through this close contact and informal exchange marketing
teams are able to gain an understanding of the consumer's
experience, gaining access to the emotional dimension which
is conducive to inspiring new input.
managers are accompanied by a Repères qualitative
The elaboration of a simple, open guide and training
in the main interviewing techniques
Support in probing during interviews, exchange/debriefing
at each interview to detail perceptions
Audio recording of interviews, debriefings and written record.
Consumer Connect is particularly appropriate when:
marketing team is new in the market and needs to
establish contact with its consumers
The market is already very mature or when the offer
is at the end of the cycle and there is a need to find
new ideas to build up new momentum
Ideas are still very vague and intuitions are uncertain
(for a target, a need or a trend) and there is a need to
get a "feel" for the consumer.