Market understanding
By identifying consumer expectations and types, and focusing on brand reputation and image indicators, market understanding provides a full analysis of the brand and its products. Using other methods, it can also serve to predict user expectations and usage and therefore improve targeting for future product developments.
Principle
There are three main types of research approach:
- brand and product positioning in an overall market environment (test on shop shelves, concept boards, etc.),
- consumer behaviour during actual or planned use conditions, in a laboratory, in the home or in context,
- consumer expectations through online quantitative questions, to identify potential areas of work for developing new products.
Depending on the approach chosen, and particularly the size of the panels questioned, segmentation analyses are then conducted to understand behaviour, according to variable sort criteria (gender, age, shops visited, brands purchased, etc.).
Our services
Multicultural marketing
Multicultural marketing
To improve observations of consumer practices by getting as close as possible to consumer micro-behaviours (testing in context at home).
Practical information:
- Location: home
- Field: quali
Logbook
Logbook
This is a method for gathering data in which consumers can note their actions, their consumption experiences and how they use the product each day over a given period.
Practical information:
- Location: online / home
- Field: quanti
Usage & Attitudes
Usage & Attitudes
To assess consumers' attitudes and opinions, buying patterns and consumption patterns for a given product or category, etc. Can be performed on its own or in conjunction with another test.
Practical information:
- Location: online / test room
- Field: quanti / quali
Reputation & image indicator
Reputation & image indicator
To measure various indicators, such as the reputation or image of a given brand or product, at regular intervals so that comparisons can be made over time to detect whether the data has improved, stayed the same or deteriorated.
Practical information:
- Location: online
- Field: quanti
Segmentation & consumer types
Segmentation & consumer types
To identify and define groups of consumers or users and propose targeted marketing campaigns or a specific product offering for these different segments.
Practical information:
- Location: online
- Field: quanti
Consumer expectations
Consumer expectations
To identify determinants of consumer behaviour (requirements, motivations, expectations, selection criteria, etc.). This test can be performed as part of a U&A test.
Practical information:
- Location: online / test room
- Field: quanti / quali
