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
Executing Shopper Insights 2020
London | February 5-6, 2020
We are returning once again to this annual thought leadership platform. The conference discusses the vital connections between process, tools and techniques to manage the changing shopper insights market.
It’s a great opportunity for networking with colleagues from leading FMCG brands and, of course, us. We look forward to seeing you there!
Contact us now to arrange a meeting on-site:
Strategir and Hansa Research Group announce new joint venture partnership in India
Strategir, an international market research group, and Hansa Research group, a consumer insights and market research agency in India and South East Asia, has joined forces to create a partnership in India.
Emmanuel Delsuc, CEO of Strategir, says: as part of our internationalisation we are delighted to welcome Hansa Research Group to our JV network. It will strengthen our ability to deliver insights all over the world to all our clients.
Praveen Nijhara, CEO at Hansa Research Group, adds: it is a genuine opportunity to add Strategir expertise, solutions and technology to the benefit of our clients in India particularly in product/fragrance, pack, shelf test and shopper research. Strategir is very strong in these areas and there is growing interest for these in our markets.
How to win hearts and minds among newly socially conscious consumers
Join our presentation at Quirks Event in London – February 11-12, 2020
- Global knowledge around sustainability new mix development best practices
- How implicit data allows brands to go beyond the rational and even beyond gut emotion and get to the real motivations and drivers of human purchase behavior
- Which operational toolbox to manage all the elements of a winning mix (brand, price, packaging, product experience consistency and attractiveness)
>> Information and registration for The Quirks Event
20% off on your tickets to Quirks Event London by using the promo code SAVE20
Come and see us at booth F!
Join our other presentation at The Quirks Event : The Kano model for greater customer-centricity in fragrance development
The Kano model for greater customer-centricity in fragrance development
Join our presentation at The Quirks Event in London – February 11-12, 2020 & IieX Europe in Amsterdam – February 25-26, 2020
- How to drive a consumer centric model to manage research and development and a new product development plan
- Deep understanding of the role of the fragrance in different categories
- How to drive product development and communication on different categories for winning mix
at The Quirks Event in London: Come and see us at booth F!
>> Information and registration for The Quirks Event
20% off on your tickets to Quirks Event London by using the promo code SAVE20
at IieX Europe in Amsterdam: On Wednesday Feb. 26 at 9:40 am
>> Information and registration for IieX Europe
50% off on your tickets to IIeX Europe by using the promo code SPEAKER50
Win at the POS with the right packaging
Even if e-commerce for consumer products (FMCG) continues to develop strongly, brick and mortar remains an important battleground for brands to make an impression in the consumer’s customer journey. Packaging continues to be a success factor: It helps orientation at the shelf, it communicates the positioning and it influences the purchase decision.
In a rapidly changing environment, your packaging must face many new challenges, but at the same time fulfil its traditional role.
- How can you ensure that your packaging is seen, attracts interest and communicates – also implicitly – the right message?
- How should it interact with your merchandising strategy?
At the same time e-commerce is revolutionising the way consumers receive, experience and respond to products. Brands must not only design and deliver a great product, but also a great shopping experience both at the POS and on (mobile) screen and ultimately in the buyer’s hands. It is necessary to consider what a product should look like at all touchpoints for the consumer.
Our webinar will give you top tips for successful packaging and how you can score points in the development of your in-store and online packaging.
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.”
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”.