What we do > Consumer research

Consumer Research

Qualitative and quantitative consumer attitude research throughout Europe and North America.

• Demand trends
• Demand segmentation
• Valorisation of brands & quality signs
• In-store layouts, planogrammes, POP
• Gap analyses
• Market positioning of new products, packaging, communication …

In the last 15 years, GIRA has "followed" the European consumer through a period of major change, leading to the development of major new methods of analysis that have shown their value from Sweden to Italy.

We have recently witnessed REAL consumer change...

The fundamental Mythologies behind consumer choice

Period	Keyword	Revolution	Food industry	Key location	Distri-bution	Pleasure	Sell	Judging quality	The Brand	Communi- cation
pre-70	ENGINEERING	"Green" creation of agri-business	Produce quantity	The plant	The local store	Hoped for	The product (materiality)	After the event (after pleasure)	Generic / a code	Hearsay / radio
'70-2000	MARKETING	Self Service creation of the supermarket	Production chain logic	The store	Super-hyper-market	Immedi-ate	Signs (of social valorisation	Social immitation	A distinctive sign / logo	Publicity / TV
2000+	USING	Interactive personal, direct contact / human / internet...	Consumer logic	The place of use / consumption	Specia-lised convi-nience e-tail	Varied	Utilisation USPs	Adaptation to needs	Interactive How to use	Point of purchase / packing

As part of our studies throughout Europe, we use all three main consumer interview techniques :

• Qualitative : individual non-directive, in-depth consumer interviews of 1 to 1.5 hours, fully transcribed
• Quantitative : high volume surveys with questionnaires of up to 20 minutes
• Focus groups : 2 to 4 hour groups of 8 to 10 consumers.

GIRA has developed two major new approaches to measuring and forecasting new consumer response :

• The Situation Function analysis: segmenting and measuring demand in terms of meal situations and the functions of those meals in the consumer's life
• The Mythological analysis: measuring the trends underlying consumer behaviour and change. Why do they behave like this? How will this behaviour develop?

Some recent individual consumer studies : Developing a totally new structure for the food & drink section of a hypermarket Creation of a supermarket deli department Creation of restaurant and store concepts Developing a complete marketing mix for a multi-functional product Developing a retailer loyalty programme Defining a quality charter Product range creation as a function of the competing retail offer A full marketing programme for an importer (brand, trade marketing...) Complete repositioning of a product range Exploiting in-store interactive kiosques The price/quality image of a hypermarket fascia Consumer acceptance of a product quality certification... As well as large number of consumer-based multiclient studies: Dairy packaging; snacks, sandwiches; salmon products; prepacked fresh meat; processed organic; retail brands; quality...

© Copyright 2004 Gira Web site credits	Home | Top   Site map   Print page