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Are your marketing actions consistent with the
REFLEX ASSETS of your brand?
Catherine Schutz, Associate Director Repères
April 2017
April 2017
2
PERCEPTION OF MY BRAND?
A COMPLEX COMBINATION OF
IMAGERY, EMOTION AND
AFFECT
BUT WHAT REMAINS OF IT AT THE
TIME OF DECISION MAKING?
April 2017
3
THE DECISION-MAKING MOMENT:
AN ESSENTIAL MOMENT WITH ITS OWN
EMOTIONAL RATHER THAN RATIONAL DYNAMICS
PSYCHOLOGY
OF SHOPPING
RATIONAL (Neo-mammalian)
EMOTIONAL (Mammalian)
SURVIVAL (Reptilian)
April 2017
4
According to Byron Sharp,
INSTINCTUAL
ATTRACTION
TRIGGERED BY SIMPLE,
COHERENT, EASY-TO-
REMEMBER BRAND ASSETS
EMOTIONAL (Mammalian)
THE DECISION-MAKING MOMENT:
AN ESSENTIAL MOMENT WITH ITS OWN
EMOTIONAL RATHER THAN RATIONAL DYNAMICS
April 2017
5
IT’S FAST THINKING THAT DECIDES!
SIMPLE
COHERENT
EASY-TO-REMEMBER
POSITIVE
EMOTIONS
ENCODINGAUTOMATISMS X=
April 2017
6
AT THE MOMENT OF PURCHASE, ACTIVATION OF
THE ENCODED INFORMATION IMMEDIATELY
AVAILABLE IN CONSUMERS’ MINDS:
REFLEX ASSETS®
IT’S FAST THINKING THAT DECIDES!
April 2017
7
HOW CAN I IDENTIFY
MY REFLEX ASSETS®?
TAP INTO FAST
THINKING
SAME SPONTANEITY
SAME IMMEDIACY
SAME RAPIDITY
April 2017
8
BY ASKING
A SINGLE QUESTION
SPONTANEOUSLY,
WITHOUT MAKING A SENTENCE, WHAT ARE THE
3 WORDS
THAT SPRING TO MIND when you think of this
brand...?
NO INDUCTION
NO RATIONAL THOUGHT
NO DEEP CONSIDERATION
April 2017
9
WHY 3 WORDS?
EASY
FOR THE
RESPONDENT
A SERIES OF
FREE
ASSOCIATIONS
ACCESSTO PRIMARY,
SUBCONSCIOUS
EMOTIONS
SIMPLE, QUICK, EFFECTIVE
April 2017
GOES BEYOND
EXISTING TECHNIQUES
MORE DISCRIMINATING
RESULTS
DETECTION OF WEAK
SIGNALS AND GAPS
CHILD
TOUCHPOINT
NO “RATING SCALE”
EDGE EFFECTS,
UNINHIBITED
EXPRESSION
NON INDUCTIVE
NON INTRUSIVE
RICH
SIMPLE
SPONTANEOUS
RAPID
10
20 rue Bouvier • 75011 Paris • France
Tel.: +33 (0) 144 296 000 • Fax: +33 (0) 144 296 001
E.mail reperes@reperes.net • www.reperes.net
Simplified joint stock company with a capital of 50 000 Euros - RCS Paris B 319 308 409
Member of Syntec Études Marketing et Opinion (French marketing & opinion research syndicate)
contacts
Market, social and opinion research & Access panel for market, social and opinion research
This sign is proof of conformity to the ISO 20252 and ISO 26362 norms. It guarantees that AFNOR
CERTIFICATION (11 avenue de Pressensé - 93571 St Denis La Plaine cedex - France -
www.afnor.org) regularly checks that the professional code of ethics is respected and good
professional practices are employed (methodology, data collection, data checking and analysis,
reporting of the results).
François Abiven
f.abiven@reperes.net
+33 (0) 144 296 000
Catherine Schutz
c.schutz@reperes.net
+33 (0) 144 296 004

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Repères R3M - BRANDS REFLEX ASSETS - avril 2017 - extract

  • 1. Are your marketing actions consistent with the REFLEX ASSETS of your brand? Catherine Schutz, Associate Director Repères April 2017
  • 2. April 2017 2 PERCEPTION OF MY BRAND? A COMPLEX COMBINATION OF IMAGERY, EMOTION AND AFFECT BUT WHAT REMAINS OF IT AT THE TIME OF DECISION MAKING?
  • 3. April 2017 3 THE DECISION-MAKING MOMENT: AN ESSENTIAL MOMENT WITH ITS OWN EMOTIONAL RATHER THAN RATIONAL DYNAMICS PSYCHOLOGY OF SHOPPING RATIONAL (Neo-mammalian) EMOTIONAL (Mammalian) SURVIVAL (Reptilian)
  • 4. April 2017 4 According to Byron Sharp, INSTINCTUAL ATTRACTION TRIGGERED BY SIMPLE, COHERENT, EASY-TO- REMEMBER BRAND ASSETS EMOTIONAL (Mammalian) THE DECISION-MAKING MOMENT: AN ESSENTIAL MOMENT WITH ITS OWN EMOTIONAL RATHER THAN RATIONAL DYNAMICS
  • 5. April 2017 5 IT’S FAST THINKING THAT DECIDES! SIMPLE COHERENT EASY-TO-REMEMBER POSITIVE EMOTIONS ENCODINGAUTOMATISMS X=
  • 6. April 2017 6 AT THE MOMENT OF PURCHASE, ACTIVATION OF THE ENCODED INFORMATION IMMEDIATELY AVAILABLE IN CONSUMERS’ MINDS: REFLEX ASSETS® IT’S FAST THINKING THAT DECIDES!
  • 7. April 2017 7 HOW CAN I IDENTIFY MY REFLEX ASSETS®? TAP INTO FAST THINKING SAME SPONTANEITY SAME IMMEDIACY SAME RAPIDITY
  • 8. April 2017 8 BY ASKING A SINGLE QUESTION SPONTANEOUSLY, WITHOUT MAKING A SENTENCE, WHAT ARE THE 3 WORDS THAT SPRING TO MIND when you think of this brand...? NO INDUCTION NO RATIONAL THOUGHT NO DEEP CONSIDERATION
  • 9. April 2017 9 WHY 3 WORDS? EASY FOR THE RESPONDENT A SERIES OF FREE ASSOCIATIONS ACCESSTO PRIMARY, SUBCONSCIOUS EMOTIONS SIMPLE, QUICK, EFFECTIVE
  • 10. April 2017 GOES BEYOND EXISTING TECHNIQUES MORE DISCRIMINATING RESULTS DETECTION OF WEAK SIGNALS AND GAPS CHILD TOUCHPOINT NO “RATING SCALE” EDGE EFFECTS, UNINHIBITED EXPRESSION NON INDUCTIVE NON INTRUSIVE RICH SIMPLE SPONTANEOUS RAPID 10
  • 11. 20 rue Bouvier • 75011 Paris • France Tel.: +33 (0) 144 296 000 • Fax: +33 (0) 144 296 001 E.mail reperes@reperes.net • www.reperes.net Simplified joint stock company with a capital of 50 000 Euros - RCS Paris B 319 308 409 Member of Syntec Études Marketing et Opinion (French marketing & opinion research syndicate) contacts Market, social and opinion research & Access panel for market, social and opinion research This sign is proof of conformity to the ISO 20252 and ISO 26362 norms. It guarantees that AFNOR CERTIFICATION (11 avenue de Pressensé - 93571 St Denis La Plaine cedex - France - www.afnor.org) regularly checks that the professional code of ethics is respected and good professional practices are employed (methodology, data collection, data checking and analysis, reporting of the results). François Abiven f.abiven@reperes.net +33 (0) 144 296 000 Catherine Schutz c.schutz@reperes.net +33 (0) 144 296 004