CONSUMER RESEARCH
Experts in
only one becomes a success
EACH YEAR, OUT OF 10 PRODUCTS LAUNCHED...
2 MAIN APPROACHES
CONSUMER RESEARCH
SENSORY
To measure, compile and analyze data in order to define a factual picture
OBTAIN AN INTERPRETATION BASED ON
BASED ON NUMERICAL RESULTS WITH
A STATISTICAL SCOPE
Capturing perceptions and listening to needs to bring out interests and expectations
HIGHLIGHT AND CONTEXTUALIZE THE KEY ELEMENTS THAT IMPACT PURCHASE MOTIVATION FACTORS
The complementarity of quantitative and qualitative data allows companies to guide their strategies to be more competitive.
MAIN ASSESSMENT OBJECTIVES
Positioning relative to competitors
Interest in the idea of a new product
Comparison of different product or packaging prototypes
Level of appreciation towards one or more products
Level of acceptability following certain modifications (formulation, change of packaging or format)
Selection of new flavors to launch for a range extension
Explanation of market share fluctuations and identification of areas for improvement
IMPORTANCE OF EACH STEP
SELECTION OF RESPONDENT PROFILE BEYOND THE PROFILE
SOCIO-DEMOGRAPHIC
Current consumers of the product and/or a specific brand
Potential buyers in the category
Different client groups (children, teenagers, adults, senior citizens, etc.)
Best match among a pool of thousands of people
OPTIMAL CONDITIONS FOR CONDUCTING A TASTE OR USAGE TEST
Assessment should be conducted under controlled conditions (CLT) or at home (HUT), if necessary.
Selection of a suitable methodology based on the objective
Limiting biases in relation to different aspects of preparation and service
Experienced team focused on rigor and standardization
UNDERSTANDABLE AND ACCESSIBLE QUESTIONNAIRES
This applies to everything from participant selection and online questionnaires to discussion group facilitation guides.
Selecting the right descriptors and measurement scales
Optimal management of participants' attendance time and response capacity
Prioritizing questions according to objectives and the predominance of certain characteristics
Using vocabulary adapted to the clientele and their understanding
A SIMPLIFIED, IMPARTIVAL, AND STRATEGIC INTERPRETATION
Analysis of all data for an overall weighting of the results
An objective, external perspective, unbiased towards the client.
Several years of experience in interpretation allow for a more nuanced understanding of the results obtained.
A benchmark in terms of execution and interpretation in Quebec, allowing for comparison with similar projects elsewhere in Canada or in other countries.
DISTINCTIONS
PRODUCTION PARTNERS ACROSS CANADA AND IN OTHER COUNTRIES
CAPACITY TO CONDUCT STUDIES OF MORE THAN 100 PEOPLE PER DAY
POSSIBILITY OF OBSERVING STUDIES REMOTELY IN REAL TIME
MODULAR PRODUCTION SPACES ACCORDING TO THE DESIRED ATMOSPHERE
EXPERIENCED TEAM WITH AN AGILE AND FLEXIBLE METHODOLOGICAL APPROACH
CUSTOMIZATION OF EACH STUDY ACCORDING TO THE OBJECTIVE, DEADLINES AND BUDGET
FACILITIES
QUANTITATIVE VALIDATION
QUALITATIVE EXPLORATION
