(Re)Becoming the obvious choice on the shelf : Step #1 DIAGNOSIS

The Repères approach for a clear, distinctive, and actionable diagnosis

In today's highly competitive retail environment, even well‑established brands can lose shelf appeal.
When facing declining sales or ambitious leadership goals, one crucial question arises:
How can your brand (re)become the obvious choice for consumers?

Before taking any repositioning action, it is essential to conduct a thorough and precise analysis of your current situation.

At Repères Insights, we have developed a comprehensive methodology designed to deliver a diagnosis that is clear, differentiating, and actionable.
Our approach combines shopping behavior, emotional responses, and perceptions to provide a 360° view of your brand's positioning.

1/ A realistic shopping context

We immerse consumers in real choice situations, rather than relying on memory or recall, by presenting them with the actual market packs.
This first step provides direct and declarative insights to understand what truly drives their choices.

2/ A dual emotional and rational evaluation of your offer and main competitors

To go beyond declared reasons for choice or rejection, and to uncover the perceptions truly driving decisions, we combine several complementary levels of evaluation - inspired by Kahneman's dual‑system theory:
System 1: fast, intuitive, emotional / System 2: slow, analytical, rational

• Emotional activation (System 1) 

We analyze the spontaneous words consumers express when faced with your pack - without any prompting - to reveal felt emotions, projected values, and perceived strengths or weaknesses.
This emotional impact is measured using our exclusive R3M Score© indicator.

• Intuitive perception (between System 1 and System 2) 

Using CATA (Check All That Apply) modules, consumers freely select terms from a wall of attributes (sensory, emotional, image‑related, etc.).
This step captures immediate associations, without the need for justification or prioritization.

• Rational evaluation (System 2)

Finally, we explore structured judgments through evaluation scales: attractiveness, purchase intent, perceived benefits, overall image…
These are concrete, decision‑oriented indicators for assessing your pack's effectiveness.

Actionable insights to guide strategic decisions

This combination of direct behavioral insight and emotional/rational perception analysis allows you to:

• Understand true points of uniqueness or similarity

• Identify what is valued or penalizing

• Pinpoint the most promising optimization opportunities

Our diagnostic method enables you to clearly identify:

• What makes your offer strong or weak

• What makes it unique… or replaceable

• What truly matters to your target consumers

It forms the essential starting point for any effective repositioning strategy.

👉 Would you like to assess your offer? Contact us to learn more.

Discover the next steps in the approach “(Re)becoming the Obvious Choice on Shelf”: #2 OPTIMIZATION and #3 PACK VALIDATION