In-depth Interviews (2026)

For a leading couscous brand, we conducted a qualitative study to understand both its loyal consumers and the barriers preventing new audiences from embracing couscous as part of their everyday cooking.

Through in-depth interviews with members of the North African diaspora and health-conscious consumers in France, we explored the emotional and culinary meanings associated with couscous, alongside cooking habits, perceptions and occasions for consumption.

The research revealed opportunities to broaden the brand's appeal while preserving the authenticity and cultural heritage that make it meaningful to its existing audience.

Ethnography, Shop-alongs, In-depth Interviews (2026)

For an international sportswear retailer, we conducted a qualitative study to revisit its existing customer segmentation through the lens of culture rather than demographics alone.

Combining in-home ethnographies, in-depth interviews and shop-alongs across multiple retail environments, we explored young people's lifestyles, media habits, style preferences, shopping journeys and relationships with fashion and streetwear brands.

The research revealed a more nuanced picture of youth culture, helping the brand refine its audience segmentation, identify emerging micro-segments and create more culturally relevant ways to engage different communities.

In-depth Interviews, Focus Groups (2025)

Together with Les P'tites Histoires, a French children's storytelling podcast with more than 700 original episodes, we conducted an in-depth qualitative study to explore children's emotional connection with audio storytelling.

While most studies on children's relationship with audio focus on listening habits and measurable benefits, we wanted to understand why audio stories resonate so deeply with them.

The research uncovered the emotional drivers behind children's love of audio stories and identified new opportunities for content development and audience engagement.

Tastemaker Focus Groups, Visual Ethnography, In-depth Interviews (2025)

For an international streetwear retailer, we conducted a qualitative study to capture a snapshot of Paris streetwear culture and understand how its codes, communities and influences are evolving.

Through focus groups with local tastemakers and ethnographic research with young streetwear enthusiasts at home, we explored how streetwear is evolving among youth communities.

The research uncovered the mindsets and cultural shifts driving streetwear today, identifying where brands can authentically connect with communities and how they can better understand their role within this evolving ecosystem.

In-depth Interviews (2025)

For a global sportswear brand, we explored the cultural meaning of one of its most iconic sneakers and how its place within youth culture is evolving.

Through in-depth interviews in Paris and Marseille with both current and former wearers, as well as retail experts, we examined changing perceptions and the role the sneaker continues to play across different communities.

The research identified opportunities to guide its next cultural chapter through future collaborations, events, activations and community-led initiatives.

Ethnography, In-depth Interviews (2024)

For a leading professional building supplies retailer we explored how artificial intelligence could support its future development.

We observed craftsmen on-site to identify the daily pain points they encounter while working, then interviewed both craftsmen and shop assistants in-store to gain a deeper understanding of their relationship and expectations.

The research identified key opportunities for AI implementation, helping the brand imagine solutions that could better support craftsmen and shop assistants throughout their interactions.