Insights Hunter: How Ethnography helps in finding strong & authentic insights
Friday, November 22nd, 9-11:30 AM – 5 Rue Jules Vallès, 75011 PARIS
In our age of full digitalization, the need for marketing teams to (re)engage with their consumers and their living environment is more relevant than ever.
In order to innovate accurately and effectively, it is crucial to understand the tensions that the consumer encounters in real life.
We propose an immersive and interactive workshop to experiment together the relevance of marketing ethnography and learn how to raise strong and authentic insights.
Concrete case studies as well as guidelines for successful marketing ethnographies will complete this workshop.
Workshop animated by Dominique Suire
2019 Finalist for the Best Groundbreaking Research Project!
LEVERAGE VIRTUAL REALITY IN SNIFF TEST TO IMPROVE FRAGRANCE DEVELOPMENT
Firmenich & Strategir teams are proud to be a finalist for the Quirk’s 2019 Marketing Research and Insight Excellence Awards
AWARD CEREMONY GALA: Monday, November 18, 2019 – 6:00 pm – 10:30 pm Est
The Edison Ballroom 240 West 47th Street New York, NY 10036 – United States
JEROME JALLAT Vice President, Vice president global perfumery consumer insights
& MARIE-CLARTE VIGON Director, Global Perfumery Consumer Insight
“Many people at Firmenich were involved in this long-term project. We conducted about 20 tests across different categories with Strategir, who upgraded both the technology and the method.
The impact on the respondents was a huge success, as the large majority showed strong enthusiasm towards the technology, making the interview a real consumer experience! The impact on the results was also impressive, showing that the technology helped the consumers to sharpen their senses and to better discriminate the fragrances.
We learned a lot during this process and we strongly believe in the benefit of VR applied to product testing. We now have proof that consumer tests conducted with 360° VR immersion are reliable and we know which methods and environment to recommend to fulfill the research needs.”
Path to Purchase and Shopper Decision Tree : Making sense of shopping behaviour to improve your retail strategy
In the age of big data and digital analytics, many solutions are available to you to measure you retail performances, in store and online. But can you make sense of your shoppers behaviour? Do you know what drives them to behave that way, explicitly or implicitly? What will determine a positive or negative evaluation of your merchandising solutions?
This year, Strategir will be attending the Paris Retail Week with a Solutions Workshop, where we will reveal how we can help you answer all those questions
- Path to Purchase Unlocked: Understand the why behind the where. Discover our insights to optimize the purchase context according to 4 typical pathways.
- Implicit Choice Criteria: Assessing their importance through the Shopper Choice Modelling
- Retail Solutions VR Testing: Strategir Virtual Reality, an award-winning, efficient and agile method, illustrated through our Point P. case study
Join us at Paris Retail Week – Paris Expo Porte de Versailles Pavillon 7.2
September 26, 2019
Solutions Workshop Room 2 – 10.30am (Presentation in French Language)
Presented by: Cécile Vélasco –Retail & Shopper Department Director & Emilie Faget – Client Services Director
Unconscious motivations & associations: The linchpin of every purchase decision
Neuropsychology has shown that our brain not only works consciously, but more often unconsciously, i.e. implicitly. It processes signals and messages – logo colour, bottle shape or images – at lightning speed and filters, within milliseconds, whether they are attractive and relevant or not. And so influences behaviour and (purchase) decisions.
These unconscious mental processes are triggered by functional and psychological objectives: such as relaxing, feeling comfortable or being safe. It is therefore important for marketers and for strong brand positioning. To know and consider the unconscious motivations and associations that consumers have with a category or brand to be able to activate them, for example, with the right communication or packaging design.
In our webinar we will show you how you can make the unconscious motivations of your target group visible and easy to measure and so be able to successfully meet consumer needs.
From textual analysis to sentiment analysis
In product development process, there is a need nowadays to get as close as possible to consumer behaviours and activate a consumer-centric approach.
In this context, a new strategy was developed two years ago: the “Free JAR Profiling”.
Sentiment analysis strategy allows to analyse the resulting data, and to obtain an user-friendly representation, which highlights product improvement keys in order to align the R&D process: the “Sentiment Mapping”.
Join us at Pangborn / Edinburgh
Monday, July 29, 2019 – 4.10pm > Poster Session 1
Reliability of consumer tests with 360 VR immersion
Adding context in consumer tests thanks to VR immersion seems promising. However are these methods reliable?
What about reproducibility, discrimination and impact of VR environments?
The objective was to verify the reproducibility of tests performed with and without virtual immersion. Study the influence of different immersive contexts. Check the impact of a self-administered questioning in the headset. Several quantitative tests were performed on different fragrances.
The results show which context is the most reliable, allow for better discrimination of fragrances and a better understanding of the impact of different environments and self-administered questioning.
Join us at Pangborn / Edinburgh
Wednesday, July 31, 2019 – 2.30-2.50pm
Strategir & Point.P VR innovation rewarded with Gold at Adetem for both Marketing Excellence Prize & CX!
In order to pre-test the new Point.P Showroom, Strategir has proposed to develop the Showroom in Virtual Reality 360°. The innovative approach allowed Point.P to evaluate deeply and very concretely their new showroom concept, thanks to a complete Virtual Immersion solution and interviews of customers and professionals in workshops. Strategir recreated the 360° environment of the showroom and allowed the participants to navigate from room to room but also to discover services like testing the materials directly on a photo they took from their house. All feedback and suggestion allowed Point.P to optimize the showroom before construction. 4 similar showrooms now exist in physical and are a success, 4 other ones are also under construction.
This great golden prize and this golden trophee in customer experience with Adetem complete recently won awards for Marketing Trophees (Gold) and CX Awards (Bronze). For Strategir, these rewards confirm the added value of VR in market Research and Strategir’s ability to upscale VR for marketing decisions.
Do not hesitate to contact us if you want to test a new showroom, shop, store, agency, private or public place! email@example.com
Bruno Colin joins Strategir as Chief Technology Officer from September 1st
Bruno is an expert in Market Research and in particular Data, Modelling and Transformation. His career has taken him to GFK, Kantar Sofres, Nielsen, as well as Médiamétrie, Socio Logiciels and June Marketing. He will develop and optimize the operational and technical functions of Strategir to meet the data challenges of our profession.
Bruno says “I am delighted to join STRATEGIR whose teams demonstrate a lot of commitment and motivation. I am sure we will do great things together to better support our clients in their decision-making.”
Emmanuel Delsuc, CEO of Strategir adds: “Bruno’s strong expertise and Strategir’s know-how will be a very rich cocktail to qualify data and technologies. This will go even further in the support we can provide to our clients. Following the consolidation of the qual teams at Strategir, this reinforcement of skills in data integration is a new stage of development of the Group.”
And one more prize for Strategir and Point.P!
We have won the bronze prize for Innovation category of the famous CX Awards Paris.
The innovative approach allowed Point.P to evaluate deeply and very concretely their new showroom concept, thanks to a complete 360° Virtual Immersion solution to interview customers and professional during workshops.
It is our second CX award and we are very happy (we had the Gold Trophee in 2018 for another Virtual Reality project with Samsung).
Our client Thomas de Miscault from Point.P talks about the project (in French) in this video
Which Online Community to boost your insights?
Everyone talks about more frequent and agile insights. You need are more engaged consumers to provide you with reliable feedback so you can make the right decisions
Online communities have many qualities:
• ideal to promote consumer engagement when well-managed
• generate a continuous flow of insight between consumers and your brands
• work long or short term
In this webinar we provide you with some tips to get started or get more from online communities
• How to find the best one for you?
• How do you ensure that respondents are so engaged they provide reliable feedback to our marketing issues?
Depending on your context and your goals, there are several types of community approaches
In this webinar we will share our experiences. A case study and a live demonstration will help you to see the benefits of this type of approach.
Delphine Parois / Strategir, Activity Director
& Caroline Bastide / Strategir, Digital & Services Director
Register for free our 30-min webinar
July 11, 2019 / 10:30am (Paris) – 11am (London)
> Registration for our webinar presented in French
> Registration for our webinar presented in English
11-22 juin, participez à notre shopper week !
Un principe simple : une heure dans vos locaux pour partager notre expertise et les dernières innovations dans les études shopper, pour aller plus loin dans la compréhension de la vérité shopper.
Digital, réalité virtuelle, intelligence artificielle, statistiques avancées… les nouvelles technologies nous permettent de vous proposer des solutions d’études qui mettent le shopper au centre des méthodologies pour être plus agiles et plus proches de la réalité du shopper.
Une stratégie merchandising gagnante passe par des étapes clés :
- En amont : comprendre le process d’achat du shopper, alors même que ses critères de choix sont souvent peu rationnels et conscientisés.
- En aval : mesurer les performances d’un nouveau concept magasin, d’une nouvelle implantation ou d’outils merchandising pour choisir et convaincre les distributeurs.
Nous aborderons entre autres quelques solutions testées et approuvées pour vous accompagner à chacune de ces étapes :
- Le Shopper Choice Modelling permet d’identifier le véritable arbre de décision du shopper sur la base des produits librement choisis en rayon et sans induire de critères de choix. Une analyse des substitutions met à jour les clés d’entrée et leur importance respective, pour vous éclairer dans la connaissance de vos shoppers et vous guider dans les clés d’organisation du rayon.
- Le test VR 360 immersion : Strategir reconstitue un environnement marchand VR 360° totalement immersif et proche du réel, où le shopper peut naviguer à sa guise et reproduire un comportement naturel. Cette solution permet de tester votre stratégie merchandising de manière souple et confidentielle. Elle offre également un contrôle des paramètres qu’un test en magasin physique ne permet pas.
> Information et inscription : n’hésitez pas à contacter Cécile VELASCO
Best Wishes 2018
We wish you a very happy Christmas and successful New Year
Comment assurer le succès d’une démarche Clean Label auprès de vos consommateurs ?
Participation gratuite à notre webinar de 30 minutes, présenté en français
Mardi 30 janvier 2018 à 11h CET (Paris)
Intervenantes: Ariane van BEEK & Eve ALLIER
> S’inscrire ici
La démarche Clean Label, hier l’apanage des petits industriels, est aujourd’hui investie par les grandes marques de l’agroalimentaire et de l’hygiène beauté.
Strategir a compilé pour vous les dernières tendances en termes de Clean Label et partage avec vous les enseignements consommateurs :
- Quel impact d’une mise en avant d’une démarche Clean Label en front pack ?
- Quelle formulation pour convaincre le consommateur ?
- Quels pièges éviter ?
- Une augmentation du prix de vente est-elle possible ?
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.
Comment décrypter grâce au digital les perceptions trans-générationnelles à l’égard d’une marque premium ?
Cas concret avec Mouton Cadet, une marque internationale née en 1930 devenue la première marque des vins de Bordeaux.
Participez gratuitement à notre atelier :
Mardi 26 septembre 2017
de 9h à 11h à Paris
Nos experts études & digitaux expliqueront comment une approche digitale et globale permet de recueillir des insights consommateurs pour qu’une marque premium captive les générations d’aujourd’hui et de demain !
- L’apport du vécu et des petits moments de vérité au quotidien via une application mobile pour éclairer les insights consommateurs
- L’enrichissement de ces insights au travers d’une plateforme participative et les réseaux sociaux
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.