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Controlling the environment in which
your product is evaluated thanks to an
immersive multi-sensory room
Case study on alc...
2
Repères and AgroParisTech have teamed up to work on taste test environments.
Alcohol-free beers have been tested in 2 en...
3
Environment impacts heavily on how a product is evaluated.
Getting as close as possible to real-life consumption conditi...
4
Questions to answer and objective
In order to answer these questions, the study aims to:
Measure and compare the perform...
5
Methodology
A branded organoleptic test in 3 environments: neutral, discotheque and beach
3 independent test cells: each...
6
Detailed presentation of the 3 test environments
•Respondents isolated in sensory booths
• 8 respondents per session
•Se...
7
Beach
environment
Learnings and fields of application (1/3)
A test environment tailored to the specificities of the prod...
8
Learnings and fields of application (2/3)
To have a coherent product strategy, a brand that, for example,
wants to be th...
9
Learnings and fields of application (3/3)
Immersion gives rise to much more relevant and actionable
results when it come...
10
Extremely encouraging feedback from our partner,
convinced of the benefits of our immersive room!
“It’s a really convin...
11
The Repères immersive multi-sensory room:
an innovation widening the possibilities
in terms of test environment!
20 rue Bouvier • 75011 Paris
Tél. : 33 (0)1 44 29 60 00 • Fax : 33 (0)1 44 29 60 01
E-mail : reperes@reperes.net • www.rep...
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Immersive room survey agroparistech reperes (march 2017)

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Reperes and AgroParisTech joins to work on the contextualization of the tasting. Alcohol-free beers were tested in 2 atmospheres - clubby and beach - thanks to The Lab in the Bag, a poly-sensory immersive room created by Reperes.

Publié dans : Marketing
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Immersive room survey agroparistech reperes (march 2017)

  1. 1. Controlling the environment in which your product is evaluated thanks to an immersive multi-sensory room Case study on alcohol-free beers
  2. 2. 2 Repères and AgroParisTech have teamed up to work on taste test environments. Alcohol-free beers have been tested in 2 environments: discotheque and beach thanks to an innovative immersive multi-sensory room designed by Repères!
  3. 3. 3 Environment impacts heavily on how a product is evaluated. Getting as close as possible to real-life consumption conditions means improving the quality of the product experience. But it’s difficult to test some products in conditions close to reality! Repères’ innovation: the immersive multi-sensory room*! You choose the environment: what is seen, smelt, heard, felt… And then we study the product / environment interactions. Our partner, AgroParisTech, has also been involved in this type of research for a long time. Background * creator: Jérôme Gachet
  4. 4. 4 Questions to answer and objective In order to answer these questions, the study aims to: Measure and compare the performances of 4 flavoured alcohol-free beers in terms of overall opinion, emotional activation (R3M) and image, in 3 separate test situations: Classic neutral environment Discotheque environment Beach environment What are the effects of creating an environment via an immersive multi- sensory room on the product performances of alcohol-free beer? Does immersion produce clearer-cut results?
  5. 5. 5 Methodology A branded organoleptic test in 3 environments: neutral, discotheque and beach 3 independent test cells: each respondent to evaluate the products in just one environment 4 alcohol-free beers tested in sequential monadic order (different order based on a rotation plan) Self-completion questionnaire on a tablet (2 min per product) - 3 questions: overall opinion / emotional activation (3 words Repères - R3M) / image Cell 1 Neutral environment Cell 2 Discotheque environment Cell 3 Beach environment Per environment: 80 beer consumers aged 18-65, non hostile to alcohol-free beer
  6. 6. 6 Detailed presentation of the 3 test environments •Respondents isolated in sensory booths • 8 respondents per session •Sessions from 10am to 6pm •2 min piece of music per product •Smell: pina colada •Light projectors and smoke for nightclub effect •4 respondents per session •Sessions from 9.30am to 7pm •2 min piece of music per product •Sound of waves and seagulls •Smells: sun tan cream and sea air •Sensations of heat, wind and spray •4 respondents per session •Sessions from 9.30am to 7pm Classic room Immersive room Discotheque Beach
  7. 7. 7 Beach environment Learnings and fields of application (1/3) A test environment tailored to the specificities of the product in terms of the time or place it is most likely to be consumed reveals true product performance enabling us to draw conclusions based as close as possible on consumer reality. While the results for most of the alcohol-free beers proved fairly similar from one environment to another, immersion revealed some real differences in evaluation of one of the products, which was clearly more positively evaluated in the beach environment. Neutral environment Discotheque environment 7.3 7.6 ++6.9Overall opinion /10 Emotional activation score R3M 25 19 33 ++ “fruity” “indulgent” “pleasant” “thirst-quenching” Greater sensoriality in terms of emotional content “Pleasure” item 49% 56% ++41% Product C
  8. 8. 8 Learnings and fields of application (2/3) To have a coherent product strategy, a brand that, for example, wants to be the n°1 reference for ‘partying’ needs to test its products in a tailored environment. 27% 41% “For partying” item For the 4 alcohol-free beers, the link between the product and partying is stronger in the discotheque environment than in the neutral environment. But the best product for partying in nightclubs is not the one that comes out top in the neutral environment. Product A Product B Product C Product D 19% 39% 36% 42% 33% 54% Neutral environment Discotheque environment
  9. 9. 9 Learnings and fields of application (3/3) Immersion gives rise to much more relevant and actionable results when it comes to products not consumed at just any time of the day (e.g.: cheese, alcoholic drinks…). As expected for alcohol-free beers, in the neutral environment overall opinion is lower in the morning than in the afternoon. One very interesting observation: immersion erases the morning vs. afternoon effect, thus eliminating this bias. A similar trend is observed on the “indulgent” item. Cumul des 4 produits Jugement global /10 6,6 -- 7,6 ++ Item "Gourmand" 33% -- 55% ++ 7,37,27,26,8 39%38% 46% 40% Matin Après-midi Matin Après-midiMatin Après-midi Beach environment Neutral environment Discotheque environment Morning Afternoon Morning Afternoon Morning Afternoon Total of the 4 products Overall opinion / 10 6.6 -- 7.6 ++ 6.8 7.2 7.2 7.3 “Indulgent” item 33% -- 55% ++ 38% 39% 46% 40%
  10. 10. 10 Extremely encouraging feedback from our partner, convinced of the benefits of our immersive room! “It’s a really convincing technique, which opens up some extremely interesting possibilities for product tests in food but also non food. In my opinion, it has the potential to really blow new life into consumer research!” Julien Delarue, lecturer & researcher, AgroParisTech
  11. 11. 11 The Repères immersive multi-sensory room: an innovation widening the possibilities in terms of test environment!
  12. 12. 20 rue Bouvier • 75011 Paris Tél. : 33 (0)1 44 29 60 00 • Fax : 33 (0)1 44 29 60 01 E-mail : reperes@reperes.net • www.reperes.net SAS au capital de 50 000 euros - RCS Paris B 319 308 409 Membre de Syntec Études Marketing et Opinion contacts Etudes de marché, sociales et d’opinion & Access panel pour les études de marché, études sociales et d’opinion. Cette marque prouve la conformité à la norme ISO 20252. Elle garantit que le respect de la déontologie et des bonnes pratiques professionnelles (méthodologie, recueil, contrôle et analyse de l’information, restitution des résultats) sont contrôlés régulièrement par AFNOR Certification - 11 rue Francis de Pressensé - 93571 La Plaine Saint Denis cedex - www.afnor.org Catherine Schutz Partner 01 44 29 60 04 c.schutz@reperes.net Anne-Charlotte Brasset Group manager 01 70 37 60 67 a.brasset@reperes.net

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