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Controlling the environment in which your product is evaluated thanks to an immersive multi-sensory room Case study on alcohol-free beers
12

Immersive room survey agroparistech reperes (march 2017)

Apr 16, 2017

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Page 1: Immersive room survey agroparistech reperes (march 2017)

Controlling the environment in which

your product is evaluated thanks to an

immersive multi-sensory room

Case study on alcohol-free beers

Page 2: Immersive room survey agroparistech reperes (march 2017)

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!

Page 3: Immersive room survey agroparistech reperes (march 2017)

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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

Page 4: Immersive room survey agroparistech reperes (march 2017)

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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?

Page 5: Immersive room survey agroparistech reperes (march 2017)

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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

Page 6: Immersive room survey agroparistech reperes (march 2017)

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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

Page 7: Immersive room survey agroparistech reperes (march 2017)

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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 ++ 6.9 Overall 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

Page 8: Immersive room survey agroparistech reperes (march 2017)

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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

Page 9: Immersive room survey agroparistech reperes (march 2017)

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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%

Page 10: Immersive room survey agroparistech reperes (march 2017)

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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

Page 11: Immersive room survey agroparistech reperes (march 2017)

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The Repères immersive multi-sensory room:

an innovation widening the possibilities

in terms of test environment!

Page 12: Immersive room survey agroparistech reperes (march 2017)

20 rue Bouvier • 75011 Paris

Tél. : 33 (0)1 44 29 60 00 • Fax : 33 (0)1 44 29 60 01

E-mail : [email protected] • 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

[email protected]

Anne-Charlotte Brasset

Group manager

01 70 37 60 67

[email protected]