Paris, Île-de-France, France
I’m a Consumer Insights leader with 10+ years of experience helping global tech companies understand their audiences and translate behavioral insights into product, marketing, and growth strategy. My work focuses on transforming research into decisions — from audience segmentation and conjoint analysis to market sizing, messaging frameworks and innovation testing.
- Heading up a team of 7 researchers based across 4 countries - Creation of department specialized in market analysis and trends research - Conducting multiple researches to stimulate business growth: primarily in the areas of competitor mapping, consumer trends, audience behaviours, communication and media channel diversification - Leading product innovation workshops with game designers - Exploring sources for additional competitive intelligence and setting up frameworks to ensure correct usage
- In charge of market segmentation project: create consumer segments, multi-countries fieldwork, segmentation activation with production teams, trainings and worldwide rollout - Drive user centricity workstream: how to make informed user-centric actions, identify KPIs impacted by market segmentation - Working with internal stakeholders to push insights driven decisions: product development, marketing activations, concept tests -Projects: competitor profiling, brand tracking, market analysis reports -Managing agencies relationships
-Managing projects and accompanying clients from brief to fieldwork and analysis to presenting actionable recommendations -Experience in international coordination and analysis of multi-country research studies - Focus on brand equity assessment as well as all areas of creative development via both online and offline methodologies, from traditional (focus groups, interviews) to digital approaches (social media insights, online blogs) -Responsible for launching a new innovative digital methodology that responds to changing market needs - Contributed to company’s blog “ Les Marques à la loupe” with point of views on brands and successful campaigns
- Working on a 17-market global brand tracking programme as well as ad-hoc projects (pre-testing, market segmentation among others) for a wide-ranging client base - Preparing monthly reports highlighting key market trends and competitor performances - Managing client requests and advising on which research method is most suitable to use - Collating outside information (spend data, competitor activity, pricing reports, social media etc) to ensure providing the most holistic picture when translating data into insight -Building on credible analytical skills -Identifying key drivers of engagement and proposing actionable recommendation to clients to ensure growth
- Achieved solid understanding of client business needs during proposal, questionnaire/ discussion guide design and reporting stages of each project. - Developed strong project management skills by managing large-scale multi-country projects, and liaising with a range of internal/external stakeholders. - Gained exposure on qualitative projects for well-known FMCG clients such as Unilever as well as Ogilvy & Mather. Tasks included writing discussion guides, analyzing ‘in the moment’ data (mobile research) and participating in analysis meetings after qual focus groups
- Responsible for the forward planning of content production including social calendar events in art, culture and entertainment - Generated conclusions from weekly analytics in regards to future platform content - In charge of Social Media Conversation via Twitter, Facebook and Ultra Vie platform in order to ensure continuous promotion and brand engagement