IIeX Amsterdam 2019 Podcast Series

IIeX Europe 2019 Conference Series – Dorte Torpe Hansen – Strategir

Welcome to the #IIEX Europe Conference Series 2019. Recorded live in Amsterdam, this series is bringing interviews straight to you from exhibitors and speakers at this year’s event. In this interview, host Jamin Brazil interviews Dorte Torpe Hansen, International Business Development Director at Strategir.

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My guest today is Dorte from Strategir. I’m sure I botched that name. How are you doing, Dorte?


I’m good. Thank you, and you?


I’m doing very well. We are live at IIeX. How is the show going for you?


Yes, it’s going okay. I’ve only been here today, I got here this morning but my team is quite happy with the show in general so, it’s good.


Tell me a little bit about your company.


Strategir is a full-service market research agency. What we are showcasing at the moment is how we use VR to set the context for any research we do really. Context is critical for people when they make decisions and we might make a different decision in a different context, so we use VR to immerse people in a situation.


Two things that are really interesting, the first is I’ve only heard one other company here talk about context of insight, and that is probably the single biggest missing piece of research because we think of it as a clinical trial. The reality is if I’m trying to catch a taxi in the rain, my answers to a survey might be different, right?




Then if I’m sitting at home in front of the fire or—




The context of the insight is paramount.




The other piece that’s interesting is to solve that you’re using VR. Tell me a little bit about the solution.


VR is just technology, so we just use the technology to set the context for whatever we are trying to achieve. We use VR in a number of different situations. The case study that we presented this morning was about using VR for sniff testing essentially to understand fragrance, so simulating when you take your washing out of your washing machine. If you have people immersed in a situation that looks like where they take the washing out of the washing machine, that differs by country, of course, we get much richer answers, we get more committed respondents, better quality research, essentially. We can also use it for things to do with shelves for a shopper. We don’t know how we shop, but if we put people in a context where that is a realistic situation, ask them to make a purchase, that’s more reliable than if we just ask them what they would like to buy out of context. Many different situations, many different ways of replying it.


Do you have a standout study, some project that you’ve worked on where you’re like, “Wow, that was really fun”?


There are many that are fun. The one we did where we presented the case study, it was really very interesting to learn how something as simple as washing powder can be really engaging for consumers to talk about. You think it’s quite boring but people were quite engaged. We gave them the chance to take the VR off, they didn’t want to. They wanted to just be in the situation, so it’s quite interesting to learn that people just quite like it as a technology—


You don’t hear that very much as a researcher do you?


Not exactly.


How long does it take to do a project? Did you have to build the virtual environment, right?


Yes. We’ve got an internal team that builds the environment. It depends on what the environment is, and it depends on whether you need to interact with products on the shelves or something like that. Generally, we’ve chosen to build an environment.


So fast.


Yes, quite fast.


I would imagine a pain point would be the co-creation of the environment with your customer?


Yes. You need to set a realistic context, something that’s realistic for whatever it is we are testing. That could be a challenge depending on the country, the environment, the type of shop. If it’s a shop, what else needs to be in there to make it realistic. Yes, but we will get there. We will get there in the end.


What markets are you operating in?


In terms of geography?


Geography, yes.


We operate worldwide, so we have our own offices in France, UK and Germany and then we work through our joint venture partners in the rest of the world in different countries.


If someone wants to get in contact with you, how would they do that?


They can either come and see us here at the stand or they can visit us on our website. There’s a contact function on the website as well.


That is Strategir, S-T… Sorry, my glasses S-T-R-A-T-E-G-I-R.com, right?




Of course, that will be available in the show note. Before I let you go, you’ve only been here for a little bit, what’s the highlight of the show so far?


It’s the chocolate mousse that tastes like banana.


Dorte, thank you very much for being on there Happy Market Research Podcast.


You’re welcome. Thank you.