L’actualité D'cap

DCAP is using nudges to improve public transport experience

nudger l'environnementDCAP Research has a partnership  for more than a year now with the research lab «  GRePS » from the University Lyon 2, which is a group of social psychologs, among which Prof. Fieulaine.  Both institutes have been working together on a project for TRANSILIEN, the parisian suburbian public transport, in order to improve the experience while using it. TRANSILIENcarries out more than 2 millions people a day, and an improvement in the daily transportation mean would have an impact on quite a lot of people!

We use the Nudge methodology

The idea is to modify the environement to imply a change of behaviour. We are currently working on several projects on TRANSILIEN lines and stations. The addition of expertises, e.g applied sociology and social psychology enables us to gain a complete understanding af the environement, and of the levers that impact the behaviours, and how to actionate them.

Nudges, how does it look like?

A nudge is a little boost placed in the environment encouraging a specific conduct. the most important is that the individual is facing a choice : we are enouraging him, not forcing him. There has been for instance an experiment in India to encourage people to reduce their electricity consumption. The energy provider tried a very simple trick by indicated on the monthly bill the average amount of electricity consumed  in the neaberhood, in order for each individual to be able to place his consumption compared to the one of others. This simple indication encouraged people to compete and the general amount of electricity has drastically decreased in this area.

Nudges materialization knows no rule, and depends on the environment

It requires a fine analysis of the context: physical context (material specificities), social context (the others) and individual contxte (psychological impact of the environment on the individual). These allows to understand what faors or hinge a bahaviour. only after this investigation is it possible to brainstorm to create an adequate nudge (deending of course on the goal)

 

Picture: Materializing the outside when you are in a confined space is one of the possibility to make the environment less « closed » hence provide a feeling of well-being.

Black Beauty: understanding the cultural dimension to fuel innovation

BET channel, the TV channel dedicated to black culture in the US has announced the arrival of its little brother in France: BET France. Good news? Could have been, but the launch has raised series of passionate reactions, debates and signs of indignation, even some calls for a boycott.

 

Such indignation has been caused by the communication surrounding the event: it was focused on 2 main hosts brought to light, among which no one was black! From a TV channel supposedly dedicated to the promotion of French black culture and talents, it was a bit much! BET channel tried to make up and announced an African-American centered program on his Facebook page. Was it of any good? Not a bit and negative reactions continued to blossom on the social web:

 

« There is something I don’t understand. Do you just promote cultural Afro US here because you were told there was no black culture in France? So you want to export your stupid talk-shows and silly series US, and black people in France will enrich white Americans while nothing is created to develop the black culture in France? you are crazy. #BoycottBETFrance « (Facebook comment)

 

This is a typical example of how black targets are addressed by marketing and communication in France: no adaptation, no consideration of cultural peculiarities, they are supposed to have the same expectations as African Americans. This lack of target knowledge also appears in our research about beauty rituals of French black women. The cosmetic field offers products to black women that are not answering French black women’s needs and expectations. Mimicking the US offer is simply weird because culture, lifestyle and latent representation are obviously different in France and in the US.

The cultural references of African- French are at the confluence of three cultures:
- African-American culture, seen as a successful model with powerful media, world famous egeries and a very active black lobbying.
- African and Caribbean culture, their parents ‘country, they are very proud of their origin and show a strong attachment to their country’s values.
- French culture, the country where they live and with which they have a strong cultural attachment.

You have to understand the tectonics of these cultural references to provide an offer adapted to French-African populations. By omitting this step, brands may provide inadequate offer and products which won’t match women’s practices.

 

With the support of France Television, DCAP Research conducted a research on subscription about Black beauty. A multi- stage approach on beauty practices and mental representations of black women in France, focusing on skin and hair care (gestures, products, problems and solutions…).

It enables you to understand the black cosmetics market: an expanding market but with many unmatched needs, partly because offers don’t echo the African-European mental representations. It highlights the social dynamic among black people and its implications in their expectations in beauty products and practices. We help you discovering this market, and assist you in addressing its opportunities in your innovation strategies.

DCAP unveils insights for user-centric innovation in Healthcare sector

DCAP Research has developed its own web listening tool Net-Conversations®. It is a unique method gathering the know-how of a wide range of experts (qualitative researchers, data scientist, statisticians, IT) :

  • It takes the content itself as a starting point without any bias of questioning
  • It analyses texts in their natural language and works in every language of the world, including Chinese and Arabic.
  • The specifics of Net-Conversations® are based upon principles of representativeness of the content.

It has been recently deployed simultaneously in 4 cultural areas: India, China, USA, Italy, on a diabetes related subject, in the frame of a Blue Ocean Strategy mission for a leading healthcare player.

This method allows for inspiring and actionable insights to anchor innovations to patients real needs and expectations with regards to cultural specificities. The results are now available in the multilingual Insight Dashboard, to visualize, question and use the results of our web-ethnography research in an intuitive and efficient way.

 

What is Net-conversation?

The methodology combines

  • Software extraction of web content
  • Human processing: each message extracted and each author of a message is qualified.
  • And software semantic analysis: the semantic analysis pulls out patterns from the projected world of diabetes in the market predicting latent desires.

 

The spontaneous web is a place rich in conversations on all sorts of subjects. People give their point of view or ask questions by describing often precisely their individual experiences thanks to anonymity; in places (forums, blogs, media, comments, social networking sites) where they know they will find individuals who share the same concerns.

 

It allows approaching the subject by the spontaneous vision of the concerned public, the patient’s mind, questions and issues, to:

  • Gather a large spectrum of uses, perceptions of what is “hot” (problematic or motivating). What practices, beliefs, concrete experiences individuals share?
  • Create a typology with the main ways to address the subject: unveils patterns of imaginary and practices thanks to a statistic semantic treatment.
  •  Understand the paths of conviction thanks to the dynamic of conversations: which arguments individuals develop to answer each other’s questions?
  • The Writers Position His/her point of view regarding the subject. The author is talking about diabetes as diabetic patient, caregiver, professional, etc. It reveals what is going on in people’s minds, their under-lying perceptions and puts them into context with regard to the profile of individuals expressing themselves.

 

Net-conversations® is updated continuously and has been used for a variety of subjects in various contexts. Notable clients: PSA Peugeot Citroën, SFR, S.I.G, SNCF, La Poste, Saint-Gobain, Ubisoft…

 

DCAP Research to take an active role in Marketing Week Live in London

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DCAP will be part of the French delegation during Marketing Week Live in the Grand Hall at the Olympia and will hold a conference on Net-Conversations®, a suite of tools to explore consumer voices and insights expressed on social network platforms. Net-Conversations® brings insight to the surface by detecting and quantifying unexplored segments of needs and expectations for a given theme or market and then identifying the most representative messages.  In a presentation that draws on the results of the “System D Observatory” perspectives study, we will show how Net-Conversations® identified 9 “primary” messages from millions of web conversations related to individual ingenuity in response to economic constraints, 9 messages that are most representative of the resourcefulness strategies people use to enhance their margins of maneuver.

The System D Observatory: understanding the network economy in order to adapt your offers and practices

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The System D Observatory is a qualitative study carried out on a massive scale covering the trade-offs and strategies the French use to resourcefully cope with economic constraints. Within that framework, Net-Conversations® was used to analyze 5000 messages posted in social network conversations. That analysis uncovered several paradigms of the “new economy”, in which the web is no longer a parallel space that duplicates the real world but is well-rooted in it, augmenting and transforming it by shrinking distances and enabling consumers and citizens to bypass commercial and public institutions. This new form of competition, massive and diffused, redistributes the cards: the new channels for accessing goods and services and novel ways of relating to the collective community present unprecedented challenges for manufacturers,

distributors and public entities. Understanding the Network economy that is emerging from this context is one of the cornerstones to innovating in all sectors dealing with the general public.
To deploy innovation projects that are in phase with these new realities, do what a growing number of large companies have already done and subscribe to the Observatory. Contact us to access the entire study or organize a seminar or creative workshop based on the results. Find out more by listening to Diouldé Chartier-Beffa’s interviews on Radio Suisse Romande and Europe 1 ‘Des cliques et des claques’. You can read the interview in Rue89 or watch a presentation she made on BFM TV

To change your perspective of consumers, meet them on their own ground!

Back Camera

There is nothing like meeting end-users yourself, experiencing and seeing through their eyes how they use your products and services in their own daily lives, to inspire your innovation and communication projects. But you still have to know how to get end-users to express their deeply-held ideas and detect, in what they say and through observation, the nuggets of insight that point to new, unique ideas. In 2012, DCAP initiated 30 R&D engineers from an industrial company (B2B2C) and 80 employees of a transport company in the detection and collection of insights so that they could make the most of their customers encounters. We trained them in interviewing and capturing insight, organized interviews for them with “ordinary consumers” and led creative sharing workshops to put their experiences into perspective and solidify the new ideas that emerged. This approach can be integrated into a Blue Ocean Strategy. (DCAP works in partnership with Blue Ocean Strategy consultants: Strategic Research and Marc Beauvois Coladon).
Contact us to have your collaborators go face-to-face with the reality of your consumers and draw creative inspiration from their encounters.

Net-Conversations®, to explore social networks and understand consumer expectations

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Net-Conversations® is a totally new way to shed light on what consumers say among themselves spontaneously.
When a new service or offer disrupts habits, or when people are looking for solutions, they turn to social networks. You might even do this yourself. Social networks are a concentrate of insights and opinions based on personal experiences, needs and searching for solutions anchored in consumers’ functional needs as well as their imaginaries and emotions. But this “data mass” of spontaneous conversations is useless without the means to objectify it. Net-conversations® draws on a software suite that makes it possible to identify who says what, which expressions used by web posters are representative of real life situations and what is hidden behind explicit commentary.
As a tool for investigating the Voice of the Customer, a brand’s reputation and imaginary, its insights, strategic intelligence and potential, Net-Conversations® provides a structured analysis of what people say among themselves about your brand’s offers and those of your competitors. It is the only tool that makes it possible to explore web content qualitatively on a statistically quantifiable scale in a repeatable, benchmarkable way.

What our pioneer client has to say:

« We’ve been using Net-Conversations® since 2009. After testing its capacity to unveil message content that is difficult to access otherwise, we experimented with its repeatable, benchmarkable aspects. Net-Conversations® gives us access to exchanges that are totally spontaneous, without any question bias, and it benefits from the robust quantitative analysis and fine-tuned qualitative analysis of DCAP Research.”

Laetitia Ricci, Prospective Manager, PSA Peugeot Citroën

Net-Conversations®

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Developed by the Cristal Research Collective, the source methodology for Net-Conversations® was presented at the ESOMAR Online Conference in 2010 in cooperation with the Prospective Department of PSA Peugeot Citroën, the pioneer user of this application. Cf. Diouldé Chartier, Laetitia Ricci, Frédéric Lefebvre-Naré, « Web 2.0 Capturing real life insights, The Narval method and its application to the automotive industry », ESOMAR Publications, Online Research 2010, published 19/10/2010, 24p., ISBN: 92-831-0245-2.

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