You are on page 1of 36

90, rue Anatole France - 92300 Levallois-Perret - France - Tél: +33 (0)1 47 48 11 01 - Fax: +33 (0)1 47 48 04 44

e-mail : info@allegoria-consultants.com / Web site: www. allegoria-consultants.com
Allegoria SARL au capital de 22000 Euros – RCS Nanterre B 381141050

1
English
Our philosophy
Allegoria Consultants: the dual competence of a market
research and trendspotting company

VERSATILE INTERDISCIPLINARY INTERNATIONAL

Conducting BOTH trend- Consultants in sociology, Multicultural team and a
tracking and qualitative anthropology, semiotics, network of local partners
studies philosophy, psychology, (USA, UK, Italy, Spain, Germany,
advertising, marketing, etc. Japan, India, etc.)

Our mission: FORECAST AND VALIDATE

2
Our added value
! Making use of the researcher's subjectivity during observation, research and analysis (even
when information is barely perceptible)
! Simultaneous use of several complementary methodological tools, for example:
concurrently analyzing consumer perceptions, in situ observations, semiological interpretations, and
creativity sessions
! Linking the before and after of Innovation: an exploratory approach to sociocultural and
style trends. Relating these findings to the public's beliefs (target studies, insight validation, etc.)
! Connecting outlooks that are rarely associated with one another: scientific researchers,
sociologists, designers, artists, etc.
! Positioning ourselves as idea generators and operational client partners

A coherent point of view and a methodology adapted to each situation

3
Our Clients

Wide range of clients

BUSINESSES AGENCIES POLITICAL/FINANCIAL
ORGANISATIONS
Trend spotting / Communication
Marketing Services / Advertising (strategic Lobbying
Communication / planning) Economic intelligence
Research Services/ R&D Design

We adapt our methodologies to each client's specific needs and provide them
with operational findings gleaned from our studies

4
Our methodology
We have developed a set of tools for our clients, which can be used throughout the development process

QUALITATIVE PROSPECTIVE
Approach Approach

Complementarity &
mutual enrichment
of the 2 approaches

5
Our methodology

Evaluation of concepts and
communications; adaptation for brand
strategy

Qualitative approach

> Traditional qualitative studies: ! Tests of concepts, advertising,
individual depth interviews, focus communication, products, brand
groups ! Positioning and potentiality studies (brands
> Ethnographies and products)
> Semiological analysis ! Product and brand development ( France
and international)
! Evaluation of advertising and communication
! Brand essence evaluations
! Product launches; optimisation of
product/packaging/advertising

6
Our methodology
Our Skills

Definition and recruitment of respondents according
to affinities (VS. By sociodemographic criteria)
Qualitative approach Example:
« Perception of gourmandise » - Nestlé 2006

> Traditional qualitative methods
Interviews with “challenging” respondents!experts,
B to B, CSP+
FOCUS GROUPS, PROJECTIVE Example:
TECHNIQUES Overview of professional communication - Orange - 2006
Definition d’une offre premium a destination d’une cible CSP+ -
Orange 2008
SEMI INDIVIDUAL INTERVIEWS /
NON DIRECTIVE

Interview of complex subjects and sectors:
associations, public sector, luxury clients…
Example:
« Perception of nuclear risks according to residents of regions
located near nuclear plants » - ASN- 2004

7
Our methodology

Qualitative approach
> International Studies

! International coordination
! Recruiting on complex targets (high
income, fashionistas, etc.)

GUCCI GROUP
Luxury and the
Countries investigated: globalization stakes
USA Focus Groups + Desk
EUROPE Research
ASIA (Japan + China + India) + Context analysis
South America (Brazil) France, USA, UK, CHINA,
ITALY

8
Our methodology
UNILEVER
Test of a multi-functional
beauty concept
USA, JAPON, BRAZIL,
INDIA

Qualitative approach
> International Studies

9
Our methodology

Qualitative approach
Traditional qualitative tools // Examples YOUNGSTERS
> Expertise on specific target :

ORANGE FRANCE

Assessment on ‘ Youngsters” advertising campaign
Methodology : Media context analysis + Projective mini groups

10
Our methodology

Qualitative approach
Traditional qualitative tools// Examples INFORMATION TECHNOLOGY
> Expertise on specific target :

Menstyle - Condé Nast
Passion, pleasure & men’s feelings on the Internet

Methodology : Face to
face interviews of trend
setters

Orange

WAP website benchmarking
Methodology: face to face interviews + projective
focus group

11
Our methodology

Qualitative approach
Traditional qualitative tools // Examples PACKAGING & AD TEST
New advertising/communication
Packaging optimisation New advertising/communication (launches)
campaigns

L’ORÉAL - Pure Zone 2005

Black XS _ PACO
RABANNE - 2006

Nina de NINA RICCI - 2006 Test of print/poster advertising
Test Pack Dunhill - B.A.T. 2006 Xsara Picasso - CITROËN LA POSTE - 2005

12
Our methodology

Qualitative approach
Traditional qualitative tools // Examples
PRESS
> Expertise in editorial and advertising studies
Editorial and layout tests

13
Our methodology

Extracts from “From
Qualitative approach alterconsumption to eco-
citizenship”-Subscription
studies

> Ethnographic observations

! In-situ observations in homes or stores

! Observation of consumer
behaviors, uses, and habits,
by a team of sociologists, FRANCE TELECOM
psychologists and Evaluation of telephone
anthropologists booth use potentiality
! Shadow tracking (Photos
=> Filmed synthesis
and video documentaries)

14
Our methodology

SYMRISE
- March 2007
« Erotic textures in
cosmetics »

Qualitative approach
> In situ observations
! Filmed interviews
! Ethnographic analyse

15
Our methodology
Coca Cola- Sodexo
Coca Cola - Sodexo - 2008 - London
« Consumers spending elasticity of
food & beverage in workplace »

Qualitative approach
> In situ observations
! Filmed/photographed interviews
! Projective focus group
! Ethnographic analyse

Sodexo - 2008 - Paris
« Updating the catering users’ typologies »

16
Our methodology
! Brand positioning maps: their values / advertising codes /
communication territory
! Redefinition of a specific brand territory/ how the offer fits
into the competitive market

Qualitative approach
> Semiotic Analysis
! Benchmarking
! Analysis of written and visual elements that make
up a brand image (graphic charts, packaging, logos,
etc.) in its competitive context.
!Thematic studies
! Panorama of various ways of expressing a
concept or a theme (all markets, all media)
NESTLÉ - « The pleasure of
taste»
HERMÈS watches- formal
analysis of cases
VALRHONA - Brand
essence (analysis of
pakcagings compared to the
competitor”)

17
Our methodology

Meetings among marketing, R&D, and
communication departments. Geared
Innovation Process towards selecting and optimizing the most
promising developmental ideas.
> Creativity workshops
> Evolutive focus group ! Product/brand concepts
> Problem Solving
! Advertising/communication territory
! Packaging design.

18
Our methodology

Innovation Process

> Creativity sessions J of JENLAIN

1. Projective focus
! Post-sudy, operational phase, combining
groups on the
specific ideas and expertise from a range of
professionals (marketing, R&D, advertising, design, youngsters and the
etc.) alcohol
! Exploration of several develomental axes,
relating to a specific question 2. Creativity seminar

! Creation of a brand name 3. Elaboration of creative
! Development of an tracks in association with
innovative product/service a designer, member of
! Launch of a new sales our network.
concept

19
Our methodology

Innovation Process

> Problem Solving Workshop

20
Our methodology

! Interactivity, reactivity depending on
respondents’ needs
! Quick decision-making process
Innovation Process

!Evolutive focus groups
Examples
! Creative mini-groups based on projective focus-
group technics
- Test of
! Debriefing after each group, and reworking as advertising/communication
necessary. concepts for a new store shelf-
AUCHAN

- Test of radio advertising -
AUCHAN

21
Our methodology

METHODOLOGY
Complex Methodologies
1. Trend watching and analysis of media contexte
> Trend forecasting + diagnosis + creativity
2. Trend Safari, observations and interviews in situ
FRANCE TÉLÉCOM
« New distribution concepts in Paris, Milan and London » 3. Creativity sessions

1 2 3
22
Our methodology

Detection of the initial, hard-to-spot, shifts
that signal market evolution for the next
5 to 15 years

Prospective Approach
! Societal trends
> Trend studies ! Behavior trends
> Trend safari™
! Emerging consumption trends (avant-garde
> Prospective Lab™ behavior)
! Market trends (niche markets, new brands,
marketing strategy and innovative advertising,
communication)
! Style trends

23
Our methodology

Prospective approach

> Future Trends studies - 2005-2008
Syndicate studies:

- Ecovolution: ecological and ethical consumption
trends
- The new fiction US/France: TV/Cinema
- Sport & Street : sports & urban culture
- The new activism issues : No Logo, anti-brand
movements…

24
Our methodology

Prospective approach

> Trend forecasting- 2007/2008
Syndicate studies:

- Nu-Luxe, the new luxury market, Paris - New York -
- The becoming of luxury hotels
- Luxury Foods in hotels

25
Our methodology

This study makes up a true alternative
in the marketing typologies which tend
to lock men into stereotyped
definitions.

Prospective approach

> International Future Trends Studies
This study offers a cross-cultural
2008/2009
perspective of the new challenges of
Syndicate studies:
the beauty and the body
- The new male territories
- The new beauty and body symbols
- Globalisation & Multi-culturalism

This study suggests updating the
new strategies of local brands and
their lifestyles associated in the
context of the globalization.

26
Our methodology
Ecovolution

Bodyshop
purchase by
L’OREAL

Sport & Street Development of
Trend forecasting studies that
licenses for sports
allowed our clients to develop brands by
SYMRISE
operational applications

New images from fictional
TV/Cinéma Inspiration for feminine
models in ad campaigns
L’OREAL
INTERNATIONAL

27
Our methodology
Launch of luxury trend-spotting
NU_Luxe service for advertisers
New luxury clients
Paris - NYC
Le FIGARO (daily newspaper)

Strategy development for
HERMÈS watches

Development of services for the
CRILLON (five-star palace
Trend forecasting studies that hotel)
enabled our clients to develop
Luxury
operational applications Food
in hotels LOUVRE hotels
group
Repositioning of
CONCORDE
The
hotels
becoming
of Luxury
hotels

28
Our methodology

Ecovolution

Trend forecasting studies that
Natural Beauty
allowed our clients to develop & organic cosmetics
Benchmark - semiotic analysis
operational applications

Creation of range of organic cosmetics
BOURJOIS

29
Our methodology

> Eco-Safari in Paris ( L.A & Madrid)
Trend forecasting tools Green tours expériences

> Trend Safari™
Guided visit!of innovative retail stores in > Suburban Safari (Paris / to be launched in NYC next
France, and worldwide. summer)
A paradox visit of Paris: edgy/ethnical/underground
neighborhoods

! Observation and decoding of
> Male Pampering (Paris & Madrid)
the newness of these locations and
stores A visit in the major male spas and special shops for
men only
! Spotlighting transversal trends
and linking them to societal changes
> Beauty Safari (Paris & London)

30
Our methodology

Trend forecasting tools

> Prospective Lab™

! Media context analysis (all media, all fields)
! Artistic and cultural trendspotting
! Semiological study of sociological issues
(food, family, domestic space, citizenship,etc.)
! Interviews with experts

! Offering perspective on the
impact of emerging phenomena, Examples :
on an international level > Advertising positioning for WRIGLEY
! Innovative ideas (new brand
products, sales, concepts, > VALRHONA brand essence
advertising…)

31
Our methodology

Trend forecasting tools
> LuxBox©
! Luxury trend- tracking for FIGARO
newspaper advertisers

- Luxury & Technologies :‘Technoluxe’
- To target luxury market :‘Luxtarget’
- The contemporary art and the luxury brands :
‘LuxArt’
- Representation of the women in the luxury market
:‘Féminitudes’
- Representation of the men in the luxury market:
‘Luxmen’
- Luxury, ethics & social responsibilities : ‘LuxEthic’

32
Our team
Adeline ATTIA
! Founder and CEO of Allegoria Consultants
Education: French Language and Literature and Semiotics / CELSA. Former strategic planner in advertising and
design agencies
! Professor of semiotics, trend forecasting and market research at IEP, Paris; CELSA and University of Paris VII -
Denis Diderot
! Member of IREP, ESOMAR and ADETEM

Hubert MUSSE

!Senior Market Researcher
!Education: philosophy and social science
!Specialized in projective and scalable qualitative research processes. Methods based on Gestalt psychology
(perception and imagery)

Séverine ENJOLRAS
! Senior Market Researcher
! Education: anthropology and sociology
! Specialized in consumer behavior, brand equity analysis, positioning studies, concept development and packaging tests
! Experienced in consumer goods and new technologies

33
Our team
Benedicte Layotte
! Senior Market Researcher, bilingual French-English
! Education: Marketing and Communication
! Experienced in all types of research :Brand strategies and equities, Product range & service
developments & innovative and actionable socio-trends.

Richard LAZARETH

Nazeema SAFIYULLA

! Adeline Attia’s PA .
! In charge of administrative and financial management
! She has a master degree in administrative and financial management

International network of analysts
We regularly work with a network of internationally based analysts, who are steeped in the local
social-cultural, advertising and media context. Their bi- or tri-cultural origins facilitate comparisons
and deepen understanding.

34
Our team

> Partner for Quantitative researches : STRATEGIC RESEARCH

Michael Bendavid
! General Manager of Strategic Research, he is responsible for the proper execution of the quantitative
phases
! Graduated from Sup de Co Rouen, He is Lecturer at Sciences Po Paris.

Agnès Broc
! Client Director, pilot the international segmentation and innovation projects, notably in the
beauty and hygiene, beverage and luxury products sectors
! Agnès has a Masters degree in Management Science from Paris X (with an option in
Marketing)

35
Our References
Alain Afflelou, Arcancil, Arte, Autorité de Sureté Nucléaire, Auchan, Bayard Presse, Barilla, BAT (Bristish
American Tobacco), Beiersdorf Group, Biotherm, Bourjois, Bouygues Telecom, Canon France, Carlisle &
Company, Club des Créateurs de Beauté (L’Oréal), Coca Cola, Conde Nast, Daniel Jouvance, De Dietrich,
Devernois, Dr Pierre Ricaud, EDF, Editions Albert René (Astérix brand and licences), Esteban, Estee Lauder,
Europe Régies (Europe 1, Skyrock), Fraikin, France Telecom, FSJU, GDF, Générale de Santé, Givenchy,
Groupe Marie-Claire, Groupe Seb, Gucci Group, Guerlain, Havas Média Communication, Helena Rubinstein,
Henkel, Hermès, Hôpital Européen de Paris La Roseraie, Illy, Interdeco, IP France (RTL), Jean Patou,
Jenlain, Kanebo, Lagardère Active, La Tribune, L’Equipe Magazine, Groupe L'Oréal, La Poste, Laboratoires
Expanscience (Mustela), Laboratoires Fournier (Urgo), Lancaster, Lancôme, Loft Design By, Louvre Hotels,
L.V.M.H, Mango Editeur, Mc Donalds, Metro Group, Moët Hennessy, Monnaie de Paris, Nestlé, Nina Ricci,
Orange, Paco Rabanne, Pierre Fabre Dermo-Cosmétique, Pierre Ricaud, Première Vision Textile Show,
Prisma Presse, PSA, Psychologies Magazine, Publicis Group, Publiprint, Replay, Réunion des Musées
Nationaux, Sinequanone, Sodexo, Symrise, Unilever, Union Hospitalière Privée, Valrhona, Whirlpool,
Wrigley, Yves Rocher.

36