An award ceremony for marketing actors

Les Trophées Marketing (Marketing Trophies) is an annual ceremony organized by the website Emarketing.fr and “Marketing Magazine”, two leading French B2B medias for business development professionals and marketing service providers. It highlights the best initiatives and the most remarkable actors in the marketing industry while facilitating interactions between marketing professionals. The trophies were divided into sixteen categories: Research, B2B, Innovation, Brand Content, etc.

Techni’Sens, in collaboration with a renowned beauty and pharmaceutical brand received the silver trophy in the category “research” for the development of an innovative method called “Motivational Purchase Drivers”.

“Motivational Purchase Drivers”, a new method to identify what really motivates a purchase

Assuming that 80% of purchasing decisions are based on subconscious mechanisms that are difficult to verbalize and/or are not picked up by conventional questioning methods, Techni’Sens decided to identify the real product attributes that really drive a purchase.

Using neurosciences and more specifically the laddering technique, this method allows Techni’Sens to understand what really motivate a purchase by relating consumers purchase drivers, benefits, personal values, and most importantly long-term motivations.

This method enables the collaboration partner to target key insights for new product development, to maintain their attractiveness among their current buyers but also recruit buyers from competitors, in order to gain market shares. New products are currently under development.

About Techni’Sens 

Founded in 2007, Techni’Sens is a French institute specialized in sensory analysis, consumer science and market research. Techni’Sens aims to support companies marketing everyday consumer products, particularly in the food industry, cosmetics, and pet food sectors, and to assist them in creating and improving their products. Techni’Sens specific expertise is to understand and analyze sensory perceptions through behavior and product assessments. The company is based in La Rochelle and Bordeaux.