Gathering information in groups is rich, but the companies behind the surveys are often frustrated not to know the history of each consumer: their preferences, specific needs, practices, expectations… However, Repères has a solution: the Pre-Task!
At Repères, we integrate a Pre-Task in our process as far as possible ahead of the groups, in order to offer our customers ever more operational results by placing consumer insight at the heart of our approaches.
This enables us to know our consumers better, in greater detail, while preparing them for the group phase, thus putting them in a true collaborative position.
This preliminary stage makes it possible for us to better understand the individual logic of consumers, to develop personas and to define the themes to be explored during the focus groups, resulting in richer, more nuanced insights.
Prior to the focus groups, we engage consumers on a dedicated blog platform or via a live chat on platforms such as WhatsApp, over a period of 2 to 3 days. During this period, participants are invited to share their thoughts, experiences and opinions on specific topics related to the theme of the research. This interactive approach allows participants to take time to reflect and collaborate even more constructively.
Thanks to the Pre-Task, we can dive deeper into the consumer’s psyche. We better understand their relationship with the brand, their key needs and practices, their aspirations and expectations, their reference models, and their sources of influence. This in-depth knowledge is an essential asset for developing personas and a consumer-centric strategy.
The Pre-Task makes it possible for us to target the specific subjects and key questions we want to explore during the focus groups. This ensures a more appropriate and relevant group questioning.
By involving consumers in the process prior to the focus groups, we value them as research partners. This encourages them to share their feelings and reflect more deeply on their experiences, enabling us to gather valuable and authentic insights.
The Pre-Task has become an essential part of our approaches. It enables us to maximise the success of our focus groups by providing deeper, more nuanced and more relevant insights for our clients.
If you would like to find out more about Pre-Task and the Repères approach, get in touch with our Quanti and Quali experts by filling in our contact form below.
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