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)
