Food & Drinks 2022: sustainable, meaningful… and desirable!
Join our webinar – Thursday 10 February, 2022 – 14h BST / 15h CEST – (30 min.)
In this 30 minute webinar, we will give you an overview of how sustainability is implemented on pack.
The 3 key pillars of sustainability will be discussed: human health, ecology and ethics. However, let’s not forget a key axis in the final purchase decision: desirability!
You will find inspiring examples to help you think about your mix and a tool to measure sustainable perception. Join us!
Happy new year 2022!
For 35 years, Strategir has been committed each and every day to its clients.
In 2022, we want to go a step further because advising you properly is helping you to positively impact and transform the world around us.
All the Strategir teams wish you an impactful year 2022!
Do consumers really want sustainability?
We are speaking at Quirk’s London / 13-14 October 2021. Visit us at Kiosk K
Get 20% off. Simply enter discount code SAVE20 during registration.
Join our presentation: 14 Oct. 2021 at 12.30pm
Consumers expect their groceries to be ethical and sustainable. They push brands to respond. Yet, at the same time, consumers struggle to figure out which products are sustainable and often don’t put their money where their mouth is.
- How can we help consumers make better choices?
- How can you ensure consumers notice your sustainability improvements?
- How can we understand what consumers say and what they truly think?
Packaging plays a critical role in communicating sustainability. At the same time, a pack should be noticed and bring meaning to the brand.
With three short case studies, we will demonstrate how different companies have approached this challenge.
With spring, get a boost of inspiration for packs to drive distinctiveness
Join our webinar – Thursday 27 May, 2021 – 11h CEST / 10h BST – (30 min.)
Presented in English by:
– Delphine Parois, Development Director and Head of Sustainability – Strategir
– Dorte Torpe Hansen, Chief International Development Officer – Strategir
In the world of packaging, there are many beautiful examples from which we can take inspiration. A pack should to meet the fundamental expectations of consumers who look for pleasure, but also meet expectations for a more responsible consumption.
At the same time the pack needs to do its job to get noticed and bring meaning for the brand. Never forget that a pack has 2 lives. A shopper life and a consumer life.
Join us to discover the packs which caught our attention. We hope they will spark your imagination.
Boost flexible innovation with Lab communities
Join our webinar – Thursday 6 May, 2021 – 11h CEST / 10h BST – (30 min.)
Presented in English by:
– Caroline Bastide, Head of Digital. Services, Health & Technology Development Director – Strategir
– Dorte Torpe Hansen, Chief International Development Officer – Strategir
Innovation needs flexibility because the world is uncertain.
Whatever you want to innovate, you need your customers to be at the heart of your decisions and to be able to adapt and change based on the most current context. You want the consumer insights to fit your agile way of working.
Online communities can be part of the solution. They connect you closely to the consumers, their lives and their experiences.
However, it is not always easy to find the right community format. Most of the time, the platform is not the most important, but the research strategy we are able to build!
To succeed in innovation from early-stage exploration to test before launch, you need to be confident that you can change direction in the middle of your process, or put part of your process on-hold without impact.
Join the webinar to learn how we helped a client with their innovation process in 2020 – a year with many challenges and changes of direction.
We will outline the benefits of a truly flexible way to address your marketing challenges with our innovation partnership.
Forget about conventional U&A: Here comes MENTOR!
Join our webinar – Thursday 25 March at 11am CET / 10am GMT – (40 min.)
Presented in English by:
– Emilie Faget, Development Director, Strategir
– Dorte Torpe Hansen, Chief International Development Officer, Strategir
The world is changing and brands need to adapt, fast.
It calls for an update on:
– Market understanding: How do people behave, what are their drivers and barriers?
– Target segmentation: Are there new groups with specific features and attitudes?
– Category understanding: How do they perceive the current offer?
– Growth opportunities: Where is the white space for my brand, the unmet needs to leverage?
It is very tempting to want all the answers at once, running what is traditionally called a U&A study, leading to massive questionnaires and very long reports that are hard to activate.
That’s why Strategir experts have developed a hybrid and modular solution that can effectively focus on your core objectives. It provides reliable and meaningful results quicker, with operational recommendations to drive your Innovation and Communication strategy. We call it MENTOR.
With case studies and testimonies from 3 of our clients (MoM Group, Aptar and Fleury Michon), we will demonstrate how to activate powerful market insights efficiently; to stay ahead and ensure sustainable growth.
Are you brave enough to measure sustainability perceptions of consumers?
Join our webinar – Thursday 11 March at 11am CET / 10am GMT – (30 min.)
Consumers expect honesty and transparency from brands in terms of environmental issues, human health and ethics.
- Do you convey the right messages without being accused of #greenwashing?
- How do you measure how consumers feel about your sustainability?
At Strategir we want to help brands embrace positive marketing. The starting point is to measure the sustainability perceptions of your offer. We take both conscious and subconscious perceptions into account. The goal is to get ‘under the skin’ to the consumer truth and measure the impact on purchase.
With case studies, we will demonstrate how we can help you define the right strategy for your brands.
New organisation for Strategir!
Strategir has deeply reviewed its organisation to answer to the constantly evolving demands in the research market in both France and aboard.
After merging with its Parisian subsidiary Strategir WSA (late July 2020), Strategir is now made up of three main poles:
- the Business Development Pole – in charge of commercial development, offering strategy and external communication.
Carine Tami, previously the Director General of Strategir WSA, has become the Vice-President in charge of this Pole.
- the Client Pole, that covers all the production funnel from research briefs up to the delivery of marketing results, taking in “data management”.
Hélène Deflandre, who has spent most of her career with Nielsen in data management, customer relations and organisational transformation jobs, joined Strategir in early January to take over the Client Pole.
Where next for consumers’ sustainability motivations?
With confusion among consumers about what it means to be green, and extra priorities occupying their minds amid the COVID crisis, how can brands leverage sustainability with consumers and meet their CSR targets?
Join these sessions to dig beneath the surface and see how brands go beyond the rational, and even beyond gut emotion, to get to the real motivations and drivers of human purchase behaviour and take control of the make or break factor – how to close the gap between words and actions.
The post-COVID consumer might not be green
Five million data points can’t be wrong. Learn how world class brands have adapted their post-corona sustainability strategy to consumers’ plunging eco-motivations.
22 October at 11am London / 12:00 Paris | Register here
How to build a socially responsible offer to win the hearts and minds of consumers
Case study: How Johnson & Johnson overcame perceived functional and emotional barriers to build a winning sustainable mix by using behavioural insights with underlying consumer motivations for deep understanding.
22 October at 1.30pm London / 14:30 Paris | Register here
Applying Text Mining Methods for Sensory Evaluation Research
NOTE: In 2020 the conference was to be hosted in Stavanger, Norway, but it will be an online conference due to the COVID-19 pandemic.
This talk presents the analysis of consumer free comment with a constraint of expression, which appears in the systematic use of a JAR structure to describe the tested products. This type of data is also known as Free JAR data. Different strategies, which considers all the specificities of Free JAR consumer data, are presented, in order to understand the opinion generated by the tested products among the subjects.
Workshop: 9 October 2020 at 16:05 (CEST)
Presented by Alexiane Luc, PhD Student – Data Scientist at Strategir
Best Wishes 2018
We wish you a very happy Christmas and successful New Year
How to engage each generation with brands through an adapted digital approach
A case study with Mouton Cadet, an international brand born in 1930 and now the leading brand for Bordeaux wines.
The Bordeaux-based brand turned to Strategir for insight that helped it identify the needs of its core buyers while securing its future by attracting younger generations. We will share how a full digital approach enables all generations to share their perceptions and how to adapt to them. We will present:
- The benefit of a participative platform like Multivote built on social media to better connect with consumers and encourage interaction
- The intimately grounded reality of a bespoke mobile app like ConnectLife, revealing genuine consumer vision and usage of the brand
Caroline Bastide joins Strategir
Caroline Bastide joined Strategir at the beginning of September 2017 as Digital & Services Director, following nearly 20 years’ experience in research at IPSOS, GFK, Harris Interactive and more recently MetrixLab.
“I’ve joined the Strategir team with a double objective: to strengthen existing digital approaches and also to consolidate Strategir’s offer in the Services sector,” explains Caroline. Emmanuel Delsuc, Managing Director, adds, “Strategir started its digital movement a few years ago, building on its fundamental expertise and DNA in market research. Customers expect us to develop hybrid approaches that are adapted to new strategic challenges, deadlines and budgets based on technological developments. Caroline, through her experience and expertise and great motivation will accelerate this dynamic. In addition, Caroline will be based at Strategir WSA in Paris, Strategir’s Qualitative and Creative Consumer Research Institute, in order to facilitate combining the Group’s qualitative and quantitative talents. This will be a real asset for the Services sector.”
“Strategir supports marketing innovation and brings high value-added expertise to its customers, with hands-on, personalized support and proven solutions. I am delighted to contribute to Strategir’s ambitions to better respond to future challenges through digital technologies and services,” concludes Caroline.
How artificial intelligence multiplies confidence in sales volume forecasts
Based on a case study where expected volumes were within 5% of post launch sales, this webinar will show how AI based forecasting can increase your confidence in sales volume forecasts built on research samples of a couple of hundred consumers.
To achieve this, the Market Shaker® AI volumetric model:
- Simulates the diversity of consumer behaviours by multiplying the power to predict each one’s behaviour up to 10,000 times
- Captures the true richness of real world behaviours to predict the role of your innovation in each individual consumers’ purchase repertoire
Thanks to AI’s enhanced understanding of consumers’ behaviour, you get the confidence of thousands upon thousands of virtual consumers’ response to your innovation.
Artificial Intelligence and Market Research
Please join us at the NewMR virtual conference about Artificial Intelligence and Market Research.
Strategir will explain how to apply AI to strengthen sales volume forecasts.
We are presenting in Session 1:
Friday 22 September
10am London time / 11am Paris time
Inside our Market Shaker® model, AI truly covers the diversity of individual behaviour and the influences on it. It mushrooms a typical research sample of people into a vast virtual panel, each one reacting to the innovation and its marketing in their own way, so you can have greater confidence in the sales forecast.
And the winner is… Strategir’s VR development wins top prize
Innovative use of VR for product tests wins 1st prize at the French Marketing Awards 2017!
Strategir was recently awarded the 1st prize in the Research category of the renowned French Marketing Awards (Trophées Marketing 2017) for a joint study with Firmenich. The pioneering research approach gave Firmenich higher predictability for sniff tests by using VR. Virtual Reality was used to set the context for product tests which simulated the real consumption experience of a product. As context strongly influences our feelings and behaviour, the use of VR leads to more discriminating results. [Info] This year, there were ten nominees for the Research Award. Isabelle Goisbault, Head of R&D, Strategir said ‘We are very proud to have won the 1st prize despite the strong competition’. The 2nd prize went to Sociovision with NRJ and the 3rd prize to Ipsos with France Television.
With this award, something unique happened which has never happened before: Strategir won the 1st prize two years in a row! In 2016, Strategir won the same prize for a joint project with Samsung redesigning their Samsung Experience Store in Paris: [Info]
The added value of VR for your market research is significant. The immersion truly transports participants into a realistic context. We would be happy to show you more about our case studies for VR in shopper experience, laundry detergent fragrance and beer tasting. Get in touch to use our award-winning expertise as an input generator for new ideas for your market research.
Virtual immersion Golden winner at Marketing Trophy for product testing
A great product delivers a great experience but context strongly influences our feelings and behaviour. Product testing works best in settings that are closest to shopper or consumer life.
You may have seen our 2016 last year Golden award winning work with Samsung which showed the insights to be gained through realistic, active and immersive shopper experiences [if not, check it out here]. Sharing the same aim in product testing, Strategir and Firmenich have moved onto investigating whether VR settings positively impact consumer behaviour and improve data in sensory evaluation.
Wake up and smell the… laundry
Why virtual immersion positively impacts consumer engagement and product evaluation.
Through our latest golden French Marketing Trophy 2017 award winning virtual reality case study, you will find out:
- How virtual immersion can:
– Transport consumers to the moment of removing fresh washed laundry from the machine
– Engage them in their task and sharpen their senses
– Involve them in the fragrances and increase the quality of the data
- The golden rules to ensure success in your product evaluation
> Click here to see the webinar.
Unlock consumer decisions with individual machine learning volume forecasts
Forecasting is a vital tool to guide product development and launch, yet over three quarters of innovations are discontinued by the following year.
We believe that a key condition for success lies in making solid volume forecasts that not only identify whether the innovation adds value but also focus on understanding how consumers evaluate products and make purchase decisions.
Innovation research needs to go further than a macro-view of potential sales volumes and take into account the individual characteristics of each buyer.
Our individual by individual forecasting approach creates a virtual consumer panel from survey participants and matches this to the current market landscape. The Market Shaker® model then uses machine learning to simulate a whole host of purchase outcomes for each consumer moment by moment over time and so creates tens of thousands of virtual consumers.
Strategir WisdomAsia is changing to Strategir BlueGate
Strategir and WisdomAsia will stop their partnership from the 31st of March. William Lu, former Co-Managing Director of WisdomAsia, has decided to start a new venture. The new company is named BlueGate Research & Consulting. William Lu, CEO of BlueGate, will setup a new joint venture with Strategir: Strategir BlueGate, effective 1st of April.
William says “I’m very excited to keep on working with Strategir after 10 years of cooperation. This new joint venture will give us a greater opportunity to go further in understanding the consumer truth thanks to high quality data collection, deep understanding of local dynamics, along with the expertise provided by Strategir. Here at Strategir BlueGate, we truly believe in combining science and arts, in achieving truly relevant and dynamic understanding of the demand of Chinese consumers and the fast changing market environment. We also aim to add further dimensions to our total offer, integrating big data and online technology into survey data, in order to address the dynamics of the new retail era in this online age”.
Emmanuel Delsuc, Strategir CEO, adds “We are very happy to continue working with William’s team as it has been a real success over the past decade. BlueGate offers new opportunities and will continue to provide the best services to our clients. William and his team have the local knowledge and expertise to add value and understanding of the Chinese culture and consumer to the benefit of our clients”.