Knowing the consumers and users

Clinic: Evaluation of different vehicles (existing and prototypes) placed in a large space by customers of the brand but also potential buyers.

Central Location Test CLT / Indoor Test: Quantitative study that takes place in a closed space and in a controlled manner. It is the opposite of HUT.

Focus Group: Group discussion (6 to 8 people) led by a moderator and lasting 2 to 4 hours.

Ethnographic interview: Individual interview conducted in the interviewee’s home.

Individual interview: Individual interview of a directive or semi-directive type. It generally lasts from 1.5 to 2 hours maximum.

Home Use Test – HUT: It takes place at the respondent’s home because it takes place over a certain period of time or with the aim of respecting the real conditions of use. It is opposed to the CLT.

Gang Survey: Quantitative study taking place in 2 phases. The first phase includes 15-20 respondents evaluating one or more products. A few respondents are then selected for a mini Focus Group that follows the first phase.

Online forum: An online discussion space where each respondent can log in whenever he/she wants and answer a certain number of questions each day. They can view some of the answers of other respondents and respond to them. A moderator manages the forum.

Online Focus Groups: Online meetings with a maximum of 8 to 10 respondents, lasting one to two hours. Respondents connect to an online video conference facilitated by a facilitator.

Accompanied tours: Visit of a sales area with the respondent in order to better understand the behavior during the buying process.

Workshop: A facilitator-led work group, also called a collaborative workshop. It allows the different participants to structure a concept/idea and to come up with a concrete draft at the end of it. It usually lasts half a day or a whole day.

Sensory study: The sensory study consists mainly in analyzing the organoleptic properties of the products by the organs of the senses, namely sight, hearing, taste, smell and touch. It is mainly used in the food and cosmetic sectors.

Developing the strategy

Business Canva: An exhaustive analysis matrix of a business that leads to the value proposition for the customer and establishes the parameters of the business in its technology chain, in its customer relationship mode, and in its financial flows. Find our Business Canvas solutions.

Price study: Study aiming at determining the optimal price of a new product or modifying that of an existing product.

Market research: Information gathering and analysis to identify the characteristics of a market.

MRL (Market Readiness Level): A measurement system used to evaluate the level of marketing development of a project, on a scale ranging from an outline idea to a detailed business plan.

Marketing Mix: A set of operational policies, at the crossroads of demand and competition analysis, concerning Product, Price, Place (distribution), Promotion and Service (4P + S).

TRL (Technology Readiness Level): A measurement system used to evaluate the level of technological maturity of a project, particularly with a view to financing the research and development phase up to its technical certification.

Technological sector study: Analysis of the upstream or downstream dependencies of the activity under consideration to take into account the strategic positions of competitors and, with regard to the expected functionalities, to determine the alliances and subcontracting, and thus to consolidate the economic model of the activity.