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Emotional monitoring drive your brands! by reperes - english

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An exclusive tool for understanding and piloting your brands, through a qualitative research approach on a quantitative sample.

Publié dans : Marketing
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Emotional monitoring drive your brands! by reperes - english

  1. 1. # WELL-INFORMED # CONNECTED # PARTICIPATIVE # SUBJECTIVE # EMOTIONAL # VOLATILE CONSUMERS ARE MORE DIFFICULT TO ATTRACT CONSUMERS ARE MORE DIFFICULT TO ATTRACT
  2. 2. TODAY‘S CHALLENGE: TO COME EVEN CLOSER TO CONSUMERS TODAY’S CHALLENGE: TO COME EVEN CLOSER TO CONSUMERS
  3. 3. A NEW APPROACH TO GETTING CLOSER A NEW APPROACH TO GETTING CLOSER
  4. 4. BUT WHAT IS THE OUTCOME OF ALL THESE ACTIONS? BUT WHAT IS THE OUTCOME OF ALL THESE ACTIONS?
  5. 5. How are they perceived, interpreted?What do your actions and messages become? What attachment to and bond with the brand do they create? WHAT HAPPENS IN THE MIND OF THE CONSUMER-CUSTOMER? WHAT HAPPENS IN THE MIND OF THE CONSUMER-CUSTOMER?
  6. 6. EVERY PERCEPTION IS AN INTERPRETATION EVERY PERCEPTION IS AN INTERPRETATION
  7. 7. MY BACKGROUND MY VALUES MY BELIEFS MY SENSIBILITIES MY TASTES MY DESIRES MY NEEDS AND EACH TO HIS / HER OWNAND EACH TO HIS / HER OWN
  8. 8. A MULTITUDE OF EMOTIONAL REACTIONS IMAGERY Into which universe does it transport me? What values are conveyed? AFFECT What affect does it generate? Am I attached to it? How committed am I? IDENTITY What image of me is given off? Do I recognize myself? Does it enhance me?
  9. 9. HOW THEN TO HARNESS THESE MOSTLY UNCONSCIOUS EMOTIONAL REACTIONS?
  10. 10. IS IT THE SAME STORY FOR BOTH BRANDS? Is a…  Luxury: 9/10  Classic: 9/10  Modern: 8/10 …brand Is a…  Luxury: 9/10  Classic: 9/10  Modern: 9/10 …brand USING QUANTITATIVE BAROMETRIC STUDIES?
  11. 11. USING QUALITATIVE ANALYSIS? USING QUALITATIVE ANALYSIS? WHAT’S THE BEST WAY OF MEASURING THEM?
  12. 12. Harnessing all perceptions without suppressing individualities Classifying them, understanding their logic, their weight, their valence Linking indicators directly to strategic actions Clearly pinpointing the differences between brands, identifying their subtleties, their singularity ET SI ON SORTAIT DES CLIVAGES ? (POUR) HOW ABOUT BREAKING AWAY FROM TRADITIONAL METHODS?
  13. 13. Weighting of different perceptions and associated values Emotional indicators to measure the strenght of the bond QUANT SAMPLE (120 MIN.) QUALI ON A LARGE NUMBER ON LINE PROJECTIVE QUALITATIVE QUESTIONING An individual exploration of each person’s history, relationship and perceptions regarding the brand la marque Open-ended questions Spontaneous reactions
  14. 14. FOCUS MIX AN ADJUSTABLE TOOL ACCORDING TO THE ISSUES IN HAND AN ADJUSTABLE TOOL ACCORDING TO THE ISSUES IN HAND
  15. 15. Contact us to discover all Emotional Monitoring’s secrets Laure CADORET Business Developer  l.cadoret@reperes.net +33 (0) 1.70.37.60.62 Sophie MARCHESIN Business Developer  s.marchesin@reperes.net  +33 (0) 1.70.37.60.74

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