Digital video at the service of research – non verbal communications to access the consumers' subconscious
Sandrine McClureRepères, France
Marie-Claire RenardQualitative Surveys Lead, Danone, France
INTRODUCTION
Danone, the largest French food group, knows that to maintain its competitive advantage it needs to constantly attempt to better understand consumers. The Consumer Science department therefore has the task of seeing how it might be possible to detect the emotions underlying consumers' relationship with the group's products.
With a view to help Danone in that task, the Repèresresearch institute has been commissioned to think through methodologies on how to...