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Testing Disruption Innovations in
Real Time
When Innovation is Disruptive…
Human beings are attracted to innovation and change. It is
obvious when we see how easily consumers can switch from one
product or brand to another.
However, when an innovation is truly disruptive it is very
difficult to measure its chances of success:
•
Because consumers find it hard to project themselves into
the future, especially if the innovation introduces a new
usage and gestures,
• When consumers are questioned upstream, their responses
are usually arbitrary (either very rational or on the contrary
very unrealistic) and non predictive
"If we had listened to the advice of consumers,
the telephone would never have come about because it was
inconceivable in the minds of the ruling classes that they
could be summoned by the sound of a bell".
It
is a risk for the client company which makes him abandon
innovations even though he feels they are very promising..
There's Nothing Like Actual Experience…
Although consumers may not be able to anticipate they are,
however, perfectly able to react once they are "put in
situation". That's where the dilemma lies and to do things
properly one might go as far as to say:
The best means of knowing if the product is going to work
is to launch it!
Word
of Mouth
Consumers today zap between products, but that isn't so
much because what is on offer constantly changes but rather
because they have become autonomous: they are in search
of more and better things in a global climate of cynicism
and insecurity, they have become self-prescribing, self-informed,
self-referent and recently they have also become "SELF-MEDIA".
•
The development of Blogs and other forums reveals the
existence of active consumers seeking to master information
and communicate their opinions: consumers are becoming
communicators,
• Within the Blog, they are able to feel confident
as they can claim ownership of the space offered to them:
they speak more freely and are more receptive (than they
are to current marketing approaches),
• What is said in this space appears to be more reliable
and to have greater impact (and therefore to be more predictive?):
it is another consumer language that is worth listening
to.
Testing
Innovation in Real Time
By immersing the innovation in a real life situation, HUB
brings both processes of situation and communication into
action:
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In
a personal, concrete experience
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In
a Community Blog
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Putting
consumers in situation allows them:
•
To discover, try out and appropriate the product,
• To develop its usage as they want or as they
are able to,
• To test the product from day to day and to
see its usage evolve,
• To know whether the product suits them, find
out which needs it addresses, how satisfying it is
or the problems they encounter, what values they associate
with it and how interesting they find it in the end.
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•
Involving a community promotes the exchange of experiences
and perceptions and makes it possible to precisely define
the product's potential and limits,
• Communication through the Blog contributes to
exchanges via a mode of expression which is rich and
diversified (text, images, animations…)
•It tests the product on the community's territory
with all of the spontaneity, sincerity and critical
acuteness which characterises this community..
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HUB
also makes it possible for the client company to follow this
immersion in real time and interactively
• It is possible to constantly monitor the Blog
from the office
or from anywhere
in the world (access in view mode only)
• Also, it is possible to conduct permanent exchanges
via a dedicated discussion forum to which are invited the
representatives of the client company (R&D, research,
marketing) and the contributors of their choice (communication
agency, designers…). All questions and suggestions
that come out of these exchanges (developing an aspect,
suggesting a route or a concept, packaging…) may be
discussed and submitted to the Blog via a REPERES facilitator.
This
is Not an "Online Focus Group"
• The test is
conducted, according to the project, amongst 10 and 15
consumers and over a period of 10 to 15 days. Which
allows time to thoroughly explore the product and its usage,
to identify anchor and adhesion values as well as stumbling
blocks and limits,
• The HUB is not an artificial transposition of
standard methodology online: it is a new methodology based
on authentic Net surfer communication,
• The Blog is a social and a private space at the
same time: there is communication with others but each
person is at home and exchanges when he or she wishes. Expression
is open and genuine, individuals are respected. If a trend
emerges it is likely that it corresponds to a probable future
orientation,
• The moderator complies totally with the Blog spirit:
members appropriate the usage of the product being tested
as well as the Blog. Expression is spontaneously rich and
involved.
The
facilitator plays the role of a moderator who presents the
ground rules and probes while integrating possible requests
from the client company.
Contribution
of the Home Use Blog®
«
I've just got back and I've already eaten 4 X products
on the way home, they were so good! ... I'm feeling
a bit guilty about the amount of calories and I'd
like it to be written on the wrapping, to reassure
me.»
« Because you get hooked!»
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«
I must admit, my favourite time is in the morning because
it's balanced and I don't feel guilty!!! But it can't
take the place of a…» |
« I am getting used to the presence of… but
for me it confirms the fact that it's more for the weekend
when you're relaxed and it goes especially well with
something to drink »
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«
Contrary to the others, I love X. It just lacks a
little freshness. I would have liked to feel…»
« the freshness of a beautiful sunny day...
»
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«
After a week, I think there's a need to revise the proportions…»
« I agree, for the composition, it's a bit too
much…»
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| «
I am getting used to the presence of… but for me
it confirms the fact that it's more for the weekend
when you're relaxed and it goes especially well with
something to drink » |
«
I come back from a bike ride. I say to myself, it's
time to eat the X that's in the refrigerator. Let's
see the difference compared with yesterday when I ate
it at room temperature… it's a bit stickier but
it still has that slightly acid after-taste » |
HUB
Analyses Product Innovation In Vivo
- Every day a report is made of the
experience and perceptions of the consumers to accompany
the reflection and suggestions of the people working on
the project.
- And to:
•
Detect insights,
• Discover modes of usage,
• Know what encourages or hinders product appropriation,
• Define which positioning is relevant and promising,
• Identify possibilities for improving the formula
and/or the packaging,
• Outline communication routes.
- All of these elements are saved under the form of a database.
Contact
reperes@reperes.net
pole qualitatif
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