RESEARCH IS AN ADVENTURE
Consumer consumption behaviours are becoming more forward-looking and are evolving at an increasing rate: Plant-based foods have a more prominent role in diets; luxury as we know it is being challenged with new definitions of exclusivity; corporate social responsibility is no longer just a nice-to-have; lines have been blurred between the creators and the consumers of all things media; and more holistic approaches are expected from insurance coverage.
These changes (among others) can translate into some rather ambiguous consumer behaviours. In practice, aspirations don’t necessarily coincide and may even result in contradictory actions. One’s reality may not be the same from one day to the next, and companies, brands and institutions need to be able to decode this ever-changing environment in order to know how to position themselves.
We thrive in this uncertainty; it turns every project into a new adventure and opens up a world of opportunities for our clients. Marketing within these transitions is at the heart of what we do.
By combining qualitative research techniques and strategic planning, we offer an approach designed to help re-discover and build your brand.
Whilst we can’t tell you exactly what the future will hold, we can ensure that you are well-equipped and well-informed, come what may.
Chameleons, we merge into the environments of our research projects, with keen listening skills, and using empathic and inclusive techniques that allow straight talking and freedom of expression.
Adaptable to each different audience and environment, from intimate family settings to understand the patient-carer relationship in France, to the VIP customers of a big luxury brand in Tokyo.
Global and local, Our knowledge spans across multiple continents, our moderators speak both English and French and we select our international partners for the sociocultural perspective that they bring.
Vigilant about time management so that the study reaches its goal within an ideal but reasonable schedule.
Reactive on both national and international projects through a systematic presence of our globe-trotters in each country, for an instant integration of the findings.
Disruptive, we’re not afraid to suggest unique approaches if we feel there’s a need to open up new perspectives, look for information in new ways, or to shake up certain work habits in order to find stimulating and creative energy for the brand.
Unfiltered, when interviewing respondents, to avoid normative or middle-of-the-road discourse – we do not hesitate to unveil contradictions or to challenge them, in order to collect powerful insights.
Captains when we need to push and engage teams to transform ideas into concepts, and concepts into action plans.
Team-mates Each step of the way, to alleviate the client’s workload (creating stimuli, product sourcing, brand book, brand platform creation).
WHAT DO YOU SEE ?
WHAT DO THEY SEE ?
WHAT DO WE SEE ?
From the food industry to luxury fashion houses,
from crash-tests to innovation plans, covering both ad hoc and long term strategic fieldworks across many different categories
through a strong FMCG culture and expertise recognised by renowned groups
by exploring questions around customer experience, in order to produce strong emotional connections
by working on cutting-edge cosmetic innovations and heralding new usages
of people and goods, defining new models of nomad and home security
exploring gaming and social media behaviours across generations
From research… to development
Working hand in hand with R&D and Marketing teams, our experience in product development has grown through disruptive innovations, exciting industrial challenges, and successful collaborations.
For more than 20 years, we have been supporting innovation in various fields, with one sole ambition: to explore, dissect and build products and services of tomorrow.
From consumer knowledge… to customer experience
From consumer trends to user journeys, we unearth key insights for your global strategy and your future innovations. A job demanding both observation and definition that enriches knowledge of your customer culture.
Brand strategy and corporate identity
Companies and brands increasingly face different yet often complementary positioning and communication challenges. From business plans to crisis communication, from brand values to business pillars, we offer planning work adapted to today's challenges.
They trust us
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Establishment of Zed Marketing
a bi-cultural team of 10 researchers and marketing experts
16 countries covered by our international fieldwork partner network
50% : of our turnover comes from international research