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Context counts, use it to unlock consumer truth.

Global full service research agency using curiosity, expertise and leading edge approaches such as VR and other digital techniques. We help you understand the whole consumer decision making process from insight to action for innovation, product, pack and shopper objectives.

Drinks (Alcoholic), Drinks (Non-alcoholic), FMCG – General, Food, Home/Garden/DIY, Nutrition, Pets/Petcare, Retail, Tobacco, Toiletries/Beauty Products
Advanced Statistical Techniques, Consultancy, Custom, Eye Tracking, Face-to-Face, In-Store Interviews, Online Surveys, Qualitative, Quantitative, Volumetrics
Concept Testing, Consumer, Customer Communities, Forecasting, International, New Product Development, Packaging/Design, Pricing, Product Testing, Usage & Attitude
Affluent, Kids, Mothers/Parents
UK, Worldwide
Senior Contacts

Dorte Torpe Hansen (Chief Commercial Officer)
Jackie Tarran (Managing Director)

Breakdown of Personnel

Executive/Research staff: 4
Total Number of Employees: 1 to 5


308 Cocoa Studios
The Biscuit Factory
100 Clements Road
SE16 4DG
Tel: +44 (0)203 735 9050
Establishment date: 2007

International Address

Strategir SAS
5 Rue Foy
Tel: +33 (0) 556 00 89 89
Fax: +33 (0) 556 00 89 88

Strategir GmbH
Tullastr. 11
Tel: +49 621 76 2123 70
Fax: +49 621 76 2123 72

Strategir BlueGate
Room F2, Floor 24, Jiushi Renaissance Plaza
No.918 Middle Huaihai Road
Huangpu District
Tel: +8621 64328010
Fax: na

How a VR 360° immersion sniff test connected the consumer to the category and unlocked selection of a better fragrance

Strategir and Firmenich presented a poster at the Eurosense, 8th European Conference on Sensory and Consumer Research in Verona, Italy: “Evoking/simulating context with 360° immersion is a good alternative to laboratory testing for personal and home care products”.

Contextual factors are key when experiencing personal and home care products, as they interact with the fragranced product and person-related factors in determining use, enjoyment, and emotional responses. This objective of study is to investigate whether evoking/simulating context with 360° immersion in central location tests could best help in the selection of preferred fragrances than central location tests performed without immersion.

A higher level of engagement with the 360° immersion resulted in a more precise description of the fragrances, more discrimination, and more consistency of the results. Respondents were more connected to the product category and choose more descriptive terms (fruity, light, etc.) and fewer generic terms (clean, fresh), which helped in more actionable results for improving fragrances. Finally, the 360° immersion also showed less of a halo effect regarding product benefits.

For further information, contact Isabelle Goisbault – R&D directorSource: Strategir

The recommendations always go a step further to ensure they are insightful, relevant and useful
Marketing Director, European Personal Care Manufacturer

Strategir teams are engaged and flexible, proposing tailored solutions to respond best to our objectives
Market research Manager, International dairy company

I value that I work with the same team of researchers who know my business issues, the way we work as well as my category
Consumer Insight Manager, Biscuit manufacturer

The Strategir Market Shaker® model stands out for me because it has been able to factor in the complexities of our category perfectly through the rigour and emphasis placed on the “at shelf” element of the research. The end result is high level of concept feedback plus a volume forecast built in a robust and realistic way. Very impressive!
Group Marketing Director, Thai Union (John West, Petit Navire, MareBlu)

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