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Consumer Connect On Line
Consumer Connect is intended to introduce a close contact between marketing teams and consumers through direct and privileged interaction. We know that on line communication is developing day by day (namely in France) and is even becoming a spontaneous and sincere mode of expression. Far from introducing a distance or an artificial aspect it creates a truly new proximity. Moreover in this new increasingly more "natural" and popular form of expression a new « symmetrical» mode of exchange is emerging: Dialogue is conducted on an equal footing. This promotes a more direct, sincere and collaborative form of communication between consumers and brands. It is therefore a perfectly legitimate approach and presents an opportunity for developing Consumer Connect on line. ...




Consumer Connect
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" from consumers:
• 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. ...




Conjoint analysis
When choosing a product out of several, consumers opt for "the best compromise". They choose the one that, based on their perceptions, best meets their expectations. They therefore give preference to certain product attributes to the detriment of others which are less important for them.
The Trade-Off model, or conjoint analysis, enables us to measure not only buying behaviour, but also to explain how and why purchasing decisions are made.
Knowledge of the decision process obviously enables us to influence future purchasing decisions. ...




Preference mapping
Marketing teams cannot content themselves with just knowing whether or not consumers like their product. They also have to understand the reasons for this overall opinion, identify the strengths and weaknesses of the product to provide guidance for optimisation. But consumers are not capable of explaining their evaluations in a precise and reliable manner, and even less of describing with precision what their ideal product would be. They have neither the sensory capacities, nor the vocabulary necessary. Preference mapping enables us to resolve this problem ...




Target insight®
We know that consumers don't all have the same tastes or behavioural patterns. Some quantitative studies enable us to identify segments of the population with the same tastes (preference mapping) or buying behaviours (information from a databank for example) ...




Emotional monitoring
We now know that a brand exists and evolves well beyond its functional value. Not only does it offer consumers concrete benefits, but it constructs a whole emotional background with them which is reflected in and acts on several dimensions ...




Norm ISO 20252
This sign is proof of conformity to the ISO 20252 norm and guarantees that AFNOR CERTIFICATION (11 avenue de Pressensé - 93571 La Plaine St Denis cedex) regularly checks that the marketing research code of ethics is respected and good professional practices are employed (methodology, data collection, data checking and analysis, reporting of the results).
Repères is member of Syntec Études Marketing et Opinion ...




QUANTITATIVE DEPARTMENT
The Repères Quantitative Department provides customised answers in clear language leading to real operational recommendations. Intervening in national and international marketing studies, the Repères Quantitative Department offers its clients a high level of implication based on three qualities ...




U&A
The aim of "Usage & Attitude" studies is to enrich marketing team's knowledge of consumers' behaviours and the attitudes that underlie them, and to reveal met and unmet needs. This data and the trends in it over time are capital, for they enable us to identify the opportunities in a market and guide marketing strategy, from Research & Development through to advertising. A "Usage & Attitude" study involves establishing an exhaustive panorama of consumers' attitudes (what they want, what they think) and their usages (what they do). Our approach: Reflection prior to the project about the issues in hand and the hierarchy of the priorities to investigate. Several methodologies conducted in synergy: Ethology, qualitative exploration, quantification of attitudes and behaviours. ...




Background
Created in 1980 by Nadie de Saint-Jores, Repères initially focused its activities on product tests and the optimisation of the marketing mix. ...


     
 

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