Digital video at the service of research – non verbal communications to access the consumers’ subconscious

The paper describes a new research methodology developed by Repères that makes the most of the technical revolution of digital video.

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...

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