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Liking scales, attribute profiles, often thin open-ended questions: product tests still rely heavily on what consumers declare. Yet what they do, what they say in the moment and what they declare afterwards do not always match. By combining video observation, emotional measurement and projective verbalisation on the same respondents, it becomes possible to go well beyond declarative data, without significantly extending timelines or budgets, thanks to AI.
Doing more with less: that is the equation many R&D and marketing teams face today. Less product available, less time, less budget, yet the same need for sound decisions. The Smart Product Test, developed by Repères, was designed precisely for these situations: an agile protocol for comparing several formulas on a small sample (e.g. 60 units per product), with first results 2 days after fieldwork, without sacrificing diagnostic depth.