|  Sense'n FeelTM
Consumer FacetsTM
Pref Map: Preference Mapping
 Capeco: Consumer’s Perceptions Mapping
 Trade Off
 Ethno Marketing
 SENSE'N FEELTM : This tool got the third price at the Grand Prix
des Etudes Marketing of the SEMO fair 2009, in the category
"Product/brand/communication research".
Objectives:
Non verbal tool used to measure cast emotions.
Sense'n FeelTM adapts to various objectives and issues :
To differentiate products based on original criteria such as the supposed target,
the associated universe, the global liking and sensory criteria,
To bring information on the emotional profile and personality features of the
products,
To upgrade the knowledge on the product thanks to an involving tool for the
consumer via visual stimuli,
To allow to define the relationship between consumers and emotionally
loaded products,
To help the brands select the most suitable candidate for their positioning,
To give brands keys to define the emotional frame of the communication.
ADRIANT have up 11 emotion boards and 11 personality boards. These visual
stimuli can be used alone or to complete a traditional questionnaire for a
product testing.
CONSUMER FACETSTM Objectives: The tool allows throwing light on the psychological drivers explaining the consumers'
preferences.
It relies on several psychological scales such as the visual or tactile interest measure,
the need of opinion, or the social comparison measure.
Thanks to this scales some groups of personalities come to light.
These groups are then linked to product preferences and allow to better know one's
target and to adapt one's marketing mix.
PREF MAP : Consumers’ Preferences Mapping
Objectives:
To explain the preferences of the consumers
To give a sensory definition of the « optimum – product »
To identify the segments of preferences
Trained experts describe in an objective way the nature and the intensity of a world of products (sensory analysis).
Consumers give their assessment of products (quantitative consumer test). Statistical analyses correlate the data obtained from these two types of studies.
  Positioning of the optimum product for the consumer
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 CAPECO : Consumers’ Perceptions Mapping
Objectives:
To learn the perceptions of a "product – world"
To draw a consumer vocabulary
To determine segments of consumers
Consumers test and then group the products in a spontaneous way, according to similarities (categorization test).
The same consumers then describe these groups of products.
Following the analysis of the similarities, the data is transcribed into a perceptual mapping.
 Perceptual positioning and synthetic description
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 Sensory Trade Off
Objectives:
To learn the most important attribute of the Product-Mix according to consumers
To determine the “ideal” Product-Mix according to the consumer
To establish a segmentation of the preferences
Consumers evaluate different possible combinations of the Product-Mix (colour, aroma, aspect, packaging, brand...), in order to choose the « best compromise » based on their expectations.
The attributes are prioritized according to their perceived importance.
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Objectives:
To understand the behaviour of the consumer ::
- Immediately, when making first contact with the product
- Over time, after use or consumption
To detect new needs
The consumer uses the product in the more natural way, in his usual context.
The practices and gestures are observed, in a situation of use and along with a verbal description.
Attitudes and speeches linked to the use of the product are videotaped then analysed.
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