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
Implicit to unlock Unconscious Purchase Motivations
Neuroscience teaches us that in less than a second our brain “filters” any stimulus, impacting our behaviour.
Our partner Beyond Reason has developed a scientific approach that hacks the purchase decision by unlocking the unconscious purchase motivations.
This is the result of 2,5 years of research & development by a group of scientists from leading universities (the Project Implicit) and 20 year experience marketers on client side.
This scientific implicit measure is based on an instant association that consumers make between the mix and psychological & functional motivations. It reveals the WHY of consumer behaviour & preferences, and thus whether the right motivations are activated.
Discover how the association of this innovative approach and our 30 years of experience in Research allow us to better fit your consumer needs.
Innovative use of VR for new showroom test wins 1st prize at the French Marketing Awards 2019!
For the 3rd time, Strategir was awarded the Gold 1st prize in the Research category of the renowned French Marketing Awards (Trophées Marketing 2019) for a joint study with Point.P.
The innovative approach allowed Point.P to evaluate deeply and very concretely their new showroom concept, thanks to a complete Virtual Immersion solution to interview customers and professional in workshops. Strategir recreated the 360° environment of the showroom and allowed the participants to navigate from room to room but also to discover the services envisaged via app in apps videos, in order to optimize the showroom before final construction. This solution makes it possible to interview respondents who are immersed in a realism of quality, more concentrated and therefore more able to make a “reliable” feedback on which to support strategic business decisions.
In 2016 Strategir already won the 1st price for a joint project with Samsung redesigning their Samsung Experience Store in Paris. And in 2017 the 1st price for a joint project with Firmenich around product testing. This 3rd price confirms the added value of VR in market Research and Strategir’s ability to upscale VR
Please contact Caroline Bastide for more information
Hacking the purchase decision – Influencing consumer behaviour with neuroscience insights
- Collecting information directly from deep brain regions (without being tainted with conscious reasoning)
- Conveying commercial messages directly towards these deep brain regions
- Implicit non-declarative data collection with digital technology
- Automating campaign and packaging pre and post testing modules with data processing, statistical modelling and data visualization
Join our conference with Beyond Reason at MRMW Europe / June 18, 2:10pm / Amsterdam
> Register here
Olivier Tjon, Beyond Reason
Nathan Axford, Beyond Reason
Isabelle Goisbault, Strategir
Se connecter au consommateur 2019 : bienvenue dans notre Context Lab !
Strategir vous convie à une journée d’ateliers et de conférences le jeudi 6 juin / 9h-15h / Galerie MR14 Le Marais, 14 rue Portefoin, 75003 – Paris
Entrée libre et gratuite
> Consulter le programme complet et s’inscrire ici !
Les nouvelles technologies (Réalité Virtuelle, Intelligence Artificielle, eye-tracking, …) permettent aujourd’hui de mieux immerger les interviewés en situation d’achat ou d’usage, de recueillir une donnée implicite pour mieux cerner leurs motivations, d’analyser de manière plus pertinente, prédictive et visuelle le déclaratif consommateur.
Co-création, design thinking, communautés, ethno… autant de protocoles et de méthodologies pour mieux écouter le consommateur et ainsi pouvoir activer de meilleurs insights.
Quali, Quanti, verbatims, explicite, implicite… quelle qu’en soit la source et le contexte de recueil, comment utiliser la donnée efficacement pour donner du sens aux attentes de vos consommateurs et être plus prédictif ?
L’objectif de cette journée est de partager avec vous les « pépites » que nous retenons des solutions possibles, de vous rencontrer, dans un moment convivial d’échanges, de conférences et d’ateliers pour mieux tous nous connecter au consommateur.
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.