RyM - Our history services [EPISODE 1]

Use case of a RyM "First Exploration" study

Discover the story of Jean who starts a new adventure: developing his innovation idea!


After a career in engineering and since several months, Jean has been working on an idea for an innovative product.Today, he finally gets his patent and everything accelerates !


To develop a prototype, Jean is looking for funding: financial support, subsidies,... and soon realises that he will not have all the necessary funds.


Following this, Jean met his banker and presented his project. Unfortunately, the banker could not grant him a loan unless he was sure of the potential of his project. de son projet. Jean leaves this meeting very disappointed.


Jean does not lose and searches on the internet for study solutions. He finds the Reach your Market service which seems to meet his expectations and books a slot with a RyM expert.

The following week, Jean met Juliette, a RyM expert, who asked him about his uncertainties and presented him "First Exploration" offer that best met his needs and budget. Jean is convinced and launches into the RyM adventure.


Once the quotation is signed, the project of Jean is presented to a targeted community of usersFor several days, they share their reactions and opinions directly from their smartphone.


During the data collection and while waiting for the results, Jean can go on with his "to-do-list" (administrative tasks, prototyping appointments, ...).

A week later, Jean recevied the resultats of his study. He learned about the motivations and obstacles of his future users and was relieved to discover thathis innovation had 75.8% chance of success !


Now that Jean has proof that of the potential os his project, he returns to his banker. He is now convinced and grants hime the loan needed to pursue his project to prototype it.

Would you also like to experience the RyM adventure to boost your innovation project?

Benefit from an innovation support service, within a controlled timeframe and budget, to maximise the chances of success of your innovative product or service.


RyM - Our history services [EPISODE 2]

Use case of a RyM "Usage Check" study

Discover the story of Sophie & Thibault, managers of the marketing and innovation department of Solutech, a fast-growing SME, who want to meet the needs of their market by developing a new product!

Thanks to its R&D activities, Solutech benefits from the Innovation Tax Credit (CII), an indirect aid from the State that covers part of their expenses, which greatly helps Sophie and Thibault in managing their projects.

From some time now,they have been observing evolutions in their market of connected solutions. They are particularly concerned by the new behaviours of their users and by the new expectations they express in their satisfaction surveys.

No time to lose, Sophie and Thibault take charge and organise several creative sessions. An idea for a new product emerges: smart shoes connected to a health application.

Sophie and Thibault soon realised that they needed to carry out a study to confirm the potential of their idea. Sophie then remembers the Reach your Market study service that was presented to her at a trade event last month.

Le lendemain, Sophie contacte le service RyM to make an appointment and an expert replies. This was an opportunity for her to start explaining her innovative project, her study needs and her uncertainties.

Two days later, Thibault and Sophie met Juliette from the RyM team, who advised them on a "Usage Check" study that was particularly well adapted to their situation. Convinced by the methdology and the operational results, they decided to launch into the adventure.

The following week, the RyM team mobilised to recruit future users of the innovation. Once their eligibility has been validated, the participants express themselves and discuss about the project through the questions they are asked on the yoomaneo application.

Once the data collection is completed the RyM experts look at each of the analysis aspects (Evaluation of acceptability, emotional compatibility and the different functions of the innovation) and formulate improvement recommendations..

Four weeks after the start of the study, a complete turnkey deliverable was presented to Sophie and Thibault who were reassured by the 84% chance of success of their innovation. The bonus? They will be able to decalre the costs of their RyM study in their CII.

Would you also like to experience the RyM adventure to boost your innovation project?

Benefit from an innovation support service, within a controlled timeframe and budget, to maximise the chances of success of your innovative product or service.

J’ai un projet innovant : quelles études choisir ?

I am working on an innovative project: which study should I choose to ensure its potential?


Author: Syrine Cassagne

Webmarketing manager - Ixiade 

STUDY | Reading time: 7 min

Chaque démarche d’innovation comporte son lot d’incertitudes et de risques, et le parcours d’innovation est généralement semé d’embûches, que vous soyez une start-up ou un grand groupe. Telles des boussoles, les études permettent d’orienter les prises de décision et de guider votre stratégie pour optimiser votre proposition de valeur. De plus, la partie relative aux études dans vos montages de projets et demandes de financements est celle qui va susciter le plus d’intérêt de la part de vos potentiels investisseurs et partenaires qui misent sur le succès de votre projet. Parfois négligées au détriment des spécifications techniques, les études sont néanmoins très demandées par les organismes publics ou privés tels que la Bpi ou les fonds d’investissement et sont décisives pour l’obtention de financements mais aussi pour la poursuite de votre projet.

Malgré le caractère connu et populaire de ce terme en marketing, le monde des « études » est plus obscur qu’il n’y paraît et il n’est pas toujours évident de s’y retrouver parmi tous les sens et méthodologies qui peuvent y être associés. C’est pourquoi, dans cet article, nous allons décortiquer pour vous les grandes familles d’études qui existent et vous donner des clés de compréhension pour vous guider vers l’approche la plus adaptée à vos besoins.

Market studies vs. usage studies

Market Study"  is probably the most commonly used but often misunderstood term. The purpose of a market study is to gain a better understanding of the market and the environment into which your new product or service will be integrated. In a macro-economic way, market studies investigate the environment from different angles, using different methodologies such as:
  • PORTER's five forces which makes it possible to assess the competitive intensity of the market by distributing the power of negotiation between the various stakeholders such as customers, substitute products, new entrants and suppliers (some add a sixth force relating to the influence of the state).
  • The competitive benchmark, which is relatively well known and unavoidable, makes it possible to identify the competitors, which is particularly interesting for determining one's marketing position, for example.
  • PESTEL analysis (Political, Economic, Sociological, Technological, Ecological and Legal) to identify opportunities and threats in the company's macroeconomic and sectoral environment.
  • SWOT analysis (FFOM in french) which classifies the opportunities and threats of the market as well as its own strengths and weaknesses in order to build virtuous combinations and identify key success factors.
These approaches are interesting in the launch phase, to identify the market, supply and demand, and are perfectly suited to products or services for which the markets are existing (which is less the case in an innovation process). With mainly information research work, the weakness of these "market studies" is that they do not directly involve future users.
This is the main difference between "market studies" and usage studies" which objective is to evaluate the way your targets perceive your innovative product or service and could adopt it. Usage studies are part of UX (User Experience) approaches and are the key to evaluating the true market potential of your solution. The interest in usage studies is all the more growing as the wrong apprehension of users is one of the main causes of failure in innovation. Usage studies can involve two main scientifically validated methodologies:
  • The assessment of acceptability, which allows to understand the ability of users to imagine themselves using the innovative solution by looking at four levels of analysis (adequacy of the innovation to the know-how, practices, identity and environment of the user)
  • The assessment of desirability, which allows to evaluate the emotional compatibility between innovation and users by comparing the expected emotions to those actually felt.
These methodologies, in addition to providing you with a key indicator of your chances of success in the marketplace, are fundamental to helping you close the gap between the attitudes and behaviors of your targets. By analyzing the envisaged uses, these methodologies also allow you to identify the motivations of your users, the obstacles to be overcome and the conditions for success to guide your development and commercialization strategies. In practice, it is therefore necessary to directly involve the potential users of your solution and to collect data directly from them. To do this, there are two possible approaches, qualitative and quantitative, to be favored according to the objectives pursued.

Qualitative studies vs. quantitative studies

Qualitative studies allow to obtain rich data on the opinions and perceptions of users, thanks to open-ended questioning and discourse analysis. In practice, the most traditional methods of collecting data for this type of study are individual interviews or focus groups. With Reach your Market, we also use an innovative data collection method: online user communities, through our yoomaneo platform. In addition to offering the flexibility of digital data collection, the interest of this solution is to mix individual and collective data collection techniques by offering the possibility for users to express themselves individually and then interact with the other participants.It is this double approach that allows us to collect particularly rich and unbiased data.

When conducting quantitative studies, the objective is to measure and quantify the opinions of users auprès d’un large panel de participants, représentatif de la cible visée. Grâce aux analyses statistiques, les études quantitatives permettent de mesurer plus finement certains points, de modéliser des données, de confirmer les résultats d’une étude qualitative préalable ou de déterminer quelles sont et comment se forment les préférences des utilisateurs. En pratique, les questionnaires en ligne sont le mode de collecte le plus adapté puisqu’ils permettent de poser rapidement un certain nombre de questions fermées ou à choix multiples et qu’ils peuvent être complétés par les utilisateurs à tout moment.

Le tableau comparatif ci-dessous reprend les grandes différences (en termes de méthodologie et de résultats) entre les études qualitatives et les études quantitatives proposées dans notre service Reach your Market.

Our models for rapid and robust usage studies

Reach your Market offers three study models for different use cases. Whether you are a project leader or a large group, we accompany your innovation towards success whatever its stage of development with the most appropriate solution among:
  • "First Exploration", a qualitative study model that allows to explore the spontaneous interest for your innovative product or service among our user communities and understand the motivations and obstacles of your targets as well as the conditions for the success of your innovation. Thanks to this study model, you will obtain in a few days a deliverable of results with operational recommendations for the continuation of your project.
  • "Usage Check", another qualitative study model that allows to evaluate the acceptability and desirability of your innovation among its targets (BtoB as well as BtoC) and also the different functions / characteristics of your innovation.. Within 4 to 6 weeks, you will receive a complete, interactive and turnkey deliverable as well as personalised recommendations on strategic and operational aspects to maximise your project's chances of success.
  • "Quanti Validation", a quantitative study model that allows you to measure the opinions of your users and ensure that your innovation makes sense to a large panel of respondents. Within a few weeks, you will also obtain an interactive deliverable of results to guide you in the next steps of your project and in your decision making.
Without claiming to be exhaustive, this article aims to give you the keys to understanding the different types of study that exist. Your choice of one type of study or another may be guided by the stage of progress of your project, its technical complexity, the profile of your targets and, of course, your objectives: convincing partners, exploring a new market, which innovative project is the most successful among a portfolio of projects, preparing the market launch of your innovation, preparing your commercialisation and marketing strategies, validating the potential of a prototype...etc. Quel que soit l’objectif poursuivi, notre équipe reste bien entendu à votre disposition pour échanger sur vos projets d’innovation en cours ou à venir !

Conduct a study now with Reach your Market

Benefit from a high-performance innovation support service within a controlled timeframe and budget, to maximise your project's chances of success.