Methods

Before undertaking any repositioning actions, it is essential to carefully analyse the current situation. Repères Insights offers a comprehensive methodology for diagnosing the performance of your offering, both in itself and against the competition. By combining emotional, perceptual and rational measures, our approach identifies strengths, weaknesses and areas for optimisation so that you can (re)become the obvious choice in the eyes of shoppers.

Repères Insights offers a structured and agile approach to optimising your positioning (territory, messaging, benefits) and your claims (logos, labels, etc.). By combining rational (MaxDiff) and emotional (R3M Score©) analyses, we identify the most effective messaging and elements to highlight on your packaging to trigger purchases and enhance the desirability of your offering.

In a market saturated with references, packaging is often the first point of contact between the brand and the consumer. Repères Insights has developed two complementary approaches depending on your level of development — agile screening to choose the best design or validation of your packaging in real conditions — to measure the effectiveness of packaging on both an emotional and rational level. This enables us to identify the most impactful designs, capable of standing out, convincing and triggering a purchase in a matter of seconds.

Testing a product with young people - whether children or teenagers - always represents a methodological challenge: difficulty maintaining attention, biases introduced by overly standardized questionnaires… Yet capturing their genuine feedback is essential to help brands develop products that are both suitable and appealing.
At Repères, we have developed a specific approach based on emotional spontaneity, allowing us to get as close as possible to the real experience of these young consumers.

Reco #4 — Measuring what consumers feel… Not just what they say

How can you test a large number of ideas/trends with consumers to gauge their potential ? How to identify those that will make a difference tomorrow from those that will remain marginal?
An exclusive Repères approach that has proven its worth. A look back at a use case for a food client.

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.

In an evolving environment, detecting the most promising and engaging trends is key to successful innovation. But how do you identify which trends to invest in? How can you objectively assess their potential, based on consumer feedback ?

With R3m Score©, get to the heart of Customer Experience by integrating an emotional measurement for a global understanding of all points of contact with your brand.

Are you sure that your perceived brand positioning corresponds to desired brand positioning?