Our Consultancy Approach  

✦ Our approach 

We’re already in love with the future.

Tomorrow’s world is in gestation today, and there are opportunities for you to seize right now.

Ten years ago the sharing economy didn’t exist…

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Ten years ago, Google, Apple, Facebook and Amazon were not what they are now…

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Ten years ago the conversation was dominated by the BRIC economies…

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Ten years ago the application of neuroscience was unheard of…

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Our consultancy approach  Based on Design Thinking principles, provides the means to:

 

advantage build & share

Exploratory : diving into the context to capture insights

Today’s consumers are well-informed, courted from all sides and constantly changing: we help you identify and characterize the key rules of your category, and the expectations and desires of your clients and prospects
  • Ethnographies and pen portraits
  • Precision understanding of all aspects of an issue
  • Market mapping and segmentation
  • Trends analysis
  • Persona communities
 

Example

C & U : what deodorant tomorrow ?

Exploratory study based on individual interviews of 20 women: product test at home, digital diary, call back

Lead time : 4 weeks

 

Innovation & concept lab: co-creation with multiple sources of inspiration

Our Design Thinking approaches enable us to guide you in your innovation processes. We open the doors to the creative process to everyone (employees, clients or creatives) who want to build tomorrow with you.
  • Expert contributions
  • Trend books
  • Ideation workshop facilitation
  • Crowdsourcing leadership
  • Integrated analysis of various sources of new ideas
  • Concept design, concept writing – Concept labs
 

Example

What innovation in baby foods ?

3 exploratory groups with mums, internal creative kick-off workshop, stimulus development (concept boards and key visuals), construction of the offer and concept, illustration, test with 3 creative groups of mums.

Lead time : 2 phases – 2 weeks for each phase

 

Marketing Mix test: combining complementary points of view

Whether it’s for innovation, renovation or revolution, we help you to assess, optimise and select the best mix for your brand or product. Our analytical approach is to examine customer discourse in relation to the actual experience, in order to establish typologies leading to the development of precise operational responses.
  • Diaries and pre-tasks, at home and/or in store
  • Mix diagnostic
  • Product placement and feedback
  • Tests of new products / concepts
  • Packaging tests
 

Example

How to boost the dynamics in White Paints ?

14 filmed ethnographic interviews at home, cultural analysis of White, filmed interviews with decorators/experts on new trends, quantitative research in specialist stores, positioning recommendations for the brand and its mix

Lead time: 5 weeks of fieldwork

 

Customer experience: getting as close as possible to customer journeys

We reveal the customer experience -- physical as well as digital – based on a thorough understanding of what happens at various touchpoints, through observation and questioning
  • Shopper research
  • Website and app test
  • Touchpoint satisfaction barometer
  • Immersive exploratory research on customer experience
  • Ergonomic analysis
  • Store concept test
 

Example

What phygital strategy for the future ?

For both sales and information counters, in train stations of various sizes across France: observations, interviews with employees, flash interviews with customers, in-facility face-to-face interviews. Presentation of results followed by a workshop to generate ideas on the future of different touchpoints.

Lead time: 5 weeks

 

Image Audit: a holistic view

A brand is a modern totem – federating, recognised and unifying for employees, for customers and for partners. The challenge is knowing how to sculpt the brand’s contours, its messages, the experience it offers and the vision behind it, in order to ensure total engagement. Our creative approach is usually based on employee participation, with the use of our digital tools, to facilitate decision-making and internal ownership.
  • Definition of the brand platform
  • Re-positioning of the messages and rallying cry
  • Brand and range architecture diagnostic
  • Analysis of brand extension scope
  • Reputation diagnostic
 

Example

The challenge was to re-launch the brand in Europe, with the same success as Soignon in France (#1).

International semiology of the brand’s codes on packs, website, logo; cultural analysis of the symbolism of the goat; digital pre-task on consumption habits; exploratory focus group research on the image of goat cheese; diagnostic of the images of different brands; pre-test of Soignon.

Lead time: 4 weeks – Countries: Spain, Italy, Belgium, Sweden.

 

Name Creation

Our ambition is to help you define the keys of success of a new brand on a market and to identify and test relevant creative routes. Our Name Creation know-how is built on tested complementary competences.
  • Semiological analysis & benchmarking of the brands of the universe
  • Creative workshop
  • Creation of lists of names
  • Copyright searches
  • Test of names and logos
 

Example

Creation of a Vivendi subsidiary, dedicated to environmental services, listed on the stock exchange.

Strategic analysis and writing of a name creation brief; creation of several dozen names; legal validations; presentation to Comex; consulting in selection and launch of the name.

Lead time : 7 weeks

 

Communication test: new media, new approaches

Communication today is multi-channel and increasingly digital. This means brands have to make their messages shorter and more impactful -- and, for some categories, more emotional.
  • Identification of advertising insights
  • Test of multimedia campaign
  • Semiological study
 

Example

Development of an advertising campaign and marketing operation on Snapchat, aimed at upper primary and middle school children

2 groups, each 2 hours long: test of the main campaign (stories), titles/names, activation operation, games, filters, a mini-website; validation of the operation’s consistency with the current TV advertising

Lead time : 4 weeks

 

Consumer days: assisting you in your consumer-centric process

Today, brands and companies are increasingly consumer-centric. We make it possible for you to meet your consumers through innovative immersion techniques.
  • Ethnographic go-alongs
  • Training days for consumer listening & observation
  • Co-creation days: brand / consumers
 

Example

2-phase Consumer Day for developing an innovation platform for 2020

Phase 1: Ethnographic discovery days with 8 mums, filmed at home, and international crowdsourcing to generate fresh ideas; Phase 2: 1 day creativity workshop in Brussels with 20 co-workers from different departments and countries, with talks by 2 hygiene and Gen Z experts, concept development with illustrations, assessment in France and in the UK (4 groups in each country)

Lead time : 12 weeks