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French to English: Marketing study General field: Marketing Detailed field: Cosmetics, Beauty
Source text - French Objectif :
Détecter le potentiel de XXX en analysant auprès des early adopters du produit aux USA, sa capacité d’attraction lors de sa mise en marché , de séduction lors de son utilisation puis de fidélisation.
Protocole méthodologique – une intervention en 3 phases :
Recrutement de early adopters de ce produit dès sa sortie sur le marché.
Mise en place d’un forum qualitatif de 10 acheteuses & utilisatrices du produit durant une semaine complète (18 février 2011 au 25 février 2011).
Etude quantitative en ligne auprès de 90 acheteuses & utilisatrices du produit pour valider et mesurer les données issues de la phase qualitative (19 avril au 4 mai 2011).
Les axes d’exploration :
Quels sont les facteurs ayant favorisé l’intérêt pour le XXX?
Rôles joués par la marque, la communication, le packaging…
Le produit tient-il toutes ses promesses lors de l’utilisation ?
Atouts & déficits perçus d’un point de vue technique, attachement au produit…
Le produit est-il perçu comme une véritable innovation ?
Les utilisatrices envisagent-elles de réitérer leur achat ?
Sont-elles totalement conquises ? Des aménagements sont-ils nécessaires ?
Translation - English Objective:
To detect xxx’s potential by analyzing among the product’s early adopters in the USA, the attraction power during its launch, the pleasing effect felt during the use and later on, the loyalty.
Methodological protocol – a 3-phase intervention:
Recruitment of the product’s early adopters as soon as the it was launched on the market.
Setting up a qualitative bulletin board of 10 buyers and users of the product during a whole week. (February 18, 2011 to February 25, 2011).
An online quantitative study among 90 buyers and users of the product to validate and measure the data extracted from the qualitative phase (April 19 to May, 4 2011).
Exploration axes:
Which are the factors that aroused the interest for XXX?
The roles played by the brand, the communication and packaging, etc.
Does the product keep its promises during the use?
Advantages & defects perceived from a technical point of view, attachment to the product…
Is the product truly perceived as an innovation?
Do the users consider repeating their purchase?
Are they totally won over? Is it necessary to make some improvements?
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Translation education
Master's degree - Université Lille 3 LEA Roubaix
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Years of experience: 16. Registered at ProZ.com: Nov 2011.
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