Proofmakers in synergy with Repères for Décathlon

Numerous studies in management, psychology and neuroscience have shown that natural environments foster creativity.
At Repères, we have launched an ambitious research programme: to study the effect of physical and sensory work environments on creativity. In this article, we take you behind the scenes of our first series of experiments, focusing on the effect of immersive natural environments on idea generation.

A disruptive and agile method for capturing the emotional impact of sounds: understanding evocative and functional territories and identifying the key drivers that make a packaging sound effective and consistent with the rest of the marketing mix
Case study on makeup packaging existing on the market, based on their closing sound (‘click, clack’)

To prepare its innovation plan, our client wanted to evaluate around fifteen new concepts. Using a hybrid methodology combining rational indicators and emotional measurement via the R3M Score®, the study made it possible to prioritise ideas, identify those that were essential to launch quickly and detect areas that needed further work.
The result: a clear, secure and predictive innovation plan for investing in the concepts that create the most value.