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Our research expertise

Segmentation and typology studies

We deliver meaningful, robust, and actionable audience segmentations and typologies tailored to your objectives

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Your questions

What are the barriers and drivers for purchasing your products or services?

How do customers perceive your offerings?

How do they use your products or services?

What are their points of frustration? What unmet needs do they have?

What changes are emerging in their behaviors?

What are the new trends? What are your opportunities for innovation?

Methodological reflection

Segmentation or typology?

 

Both methods provide a better understanding of audiences and help in decision-making, with segmentation geared towards direct and immediate action and typology geared towards a broader and more strategic understanding.

 

Depending on your objectives, we advise you on the choice of the most suitable approach

 

 

Advanced statistical analysis

We work in partnership with senior statisticians specializing in segmentation and typology.

 

They master several advanced statistical analysis techniques allowing them to identify homogeneous groups within the populations that interest you.

 

Their expertise and know-how allows them to obtain robust and powerful segmentations.

Relevant and actionable segmentations

A key factor in successful segmentation is ensuring it is understood and actionable by its end-users internally. To drive segmentation success, we recommend:

  • Engaging end users from the study’s design phase to encourage their buy-in and identify the criteria that truly matter to them.

  • Using a mixed qualitative/quantitative approach, beginning with qualitative research to uncover key segmentation dimensions, followed by a quantitative phase with at least 300 respondents to validate and quantify the identified groups.

  • Bringing segments to life through Personas, developed from in-depth interviews, to make segments tangible, concrete, and easily understood.

Methodological reflection

Segmentation or Typology?

Both methods provide a deeper understanding of target audiences and support decision-making. Segmentation is geared towards direct, immediate action, while typology offers a broader, more strategic understanding.

Depending on your goals, we guide you in selecting the most suitable approach

 

 

Advanced statistical analysis

We partner with senior statisticians who specialize in segmentation and typology.

They have deep expertise in advanced statistical techniques to identify homogeneous groups within your target populations.

Their skills and expertise ensure the creation of robust, high-impact segmentations

Relevant and actionable segmentations

Un enjeu clé d'une segmentation réussie est qu'elle soit comprise et exploitable en interne par ses utilisateurs finaux. Pour garantir le succès d'une segmentation, nous préconisons :

  • L'implication des utilisateurs finaux dès la conception de l'étude, pour favoriser leur engagement et identifier les critères qui leur importent réellement.

  • Une approche mixte quali/quanti, avec une étude qualitative en amont pour identifier les dimensions segmentantes clés, suivie d'une phase quantitative sur un minimum de 300 répondants pour valider et quantifier les groupes identifiés.

  • L'incarnation des segments par des Persona, grâce à des entretiens approfondis, pour rendre les segments tangibles, concrets et  compréhensibles.

Usage, Attitude, and Motivation Studies

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Your questions

What are the barriers and drivers for purchasing your products or services?

How do customers perceive your offerings?

How do they use your products or services?

What are their points of frustration? What unmet needs do they have?

What changes are emerging in their behaviors?

What are the new trends? What are your opportunities for innovation?

We provide bespoke, expert research solutions crafted to deepen insights into the customer journey and experience

Results grounded in real-world practices

We employ a range of research methods to transcend declarative biases and gain insights into real behaviors: ethnographic interviews, online diaries, participatory observations (such as sharing in life moments like a family meal).

These approaches enable us to capture deeper insights by moving beyond social norms and individuals' conscious statements

A 'journey-based' approach to gather precise and actionable insights

We take a structured approach to the customer experience by conducting in-depth explorations of each stage in the purchase journey and product/service usage.

This approach allows us to pinpoint pain points, barriers and drivers, unmet needs, influences, and decision-making processes at every step of the purchase and usage journey

Expert analysis of decision-making processes

We have developed deep expertise in designing techniques to capture the cognitive, emotional, social, and contextual factors driving your customers' decision-making processes.

These methods enable us to uncover a spectrum of perceptions and attitudes that subtly yet powerfully shape purchasing behavior

Perception, Image, and Satisfaction Studies

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Your questions

How is your brand perceived by both customers and non-customers?

What do they perceive about its personality, values, strengths, and weaknesses?

How do they compare it to competing brands?

Is your brand positioning aligned with your audience's actual perception?

Which brand attributes resonate most with your customers?

What drives dissatisfaction among your customers?

What are the priority corrective actions to implement? What are your levers to strengthen or drive loyalty?

What are the new trends? What are your opportunities for innovation?

We offer expert, tailored research solutions designed to deepen understanding of the customer journey and experience.

Access to True Perceptions

Gaining access to consumers' true perceptions is a core objective of image and positioning studies. This approach helps us understand what consumers genuinely feel about a brand, beyond conscious, rational, and socially conditioned responses.

We employ a variety of projective and implicit techniques to tap into the thoughts, feelings, and associations that individuals may not be able to articulate consciously or rationally.

Designing precise and effective assessment tools

The foundation of effective brand satisfaction or image measurement lies in crafting a well-designed questionnaire, with a strong focus on question relevance and appropriate measurement scales.

Through our hybrid study approaches, which combine an initial qualitative phase with the quantitative phase, we are able to design a tailored and meaningful questionnaire that captures the right variables and gathers actionable data.

Advanced statistical methods to pinpoint key action priorities

Through correlation analyses, we can identify the elements that directly influence customer satisfaction or the main components of a brand's image.

In satisfaction studies, these analyses help prioritize actions to improve customer satisfaction and prevent risks of dissatisfaction.

In brand image assessments, these analyses help in refining the brand's positioning by highlighting the attributes most valued by customers.

This type of analysis also helps detect specific trends across customer segments and provides insights on how to better personalize the customer experience

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