English Brochure 09

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English

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 : [email protected] / Web site: www. allegoria-consultants.com Allegoria SARL au capital de 22000 Euros – RCS Nanterre B 381141050

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

VERSATILE

INTERDISCIPLINARY

INTERNATIONAL

Conducting BOTH trendtracking and qualitative studies

Consultants in sociology, anthropology, semiotics, philosophy, psychology, advertising, marketing, etc.

Multicultural team and a network of local partners

Our mission: FORECAST AND VALIDATE 2

(USA, UK, Italy, Spain, Germany, Japan, India, etc.)

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

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Our Clients Wide range of clients

BUSINESSES

AGENCIES

Trend spotting / Marketing Services / Communication / Research Services/ R&D

Communication Advertising (strategic planning) Design

POLITICAL/FINANCIAL ORGANISATIONS Lobbying Economic intelligence

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

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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

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Our methodology Evaluation of concepts and communications; adaptation for brand strategy

Qualitative approach > Traditional qualitative studies: individual depth interviews, focus groups > Ethnographies > Semiological analysis

! Tests of concepts, advertising, communication, products, brand ! Positioning and potentiality studies (brands and products) ! Product and brand development ( France and international) ! Evaluation of advertising and communication ! Brand essence evaluations ! Product launches; optimisation of product/packaging/advertising

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Our methodology Our Skills

Qualitative approach

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

> Traditional qualitative methods Interviews with “challenging” respondents!experts, B to B, CSP+ FOCUS GROUPS, PROJECTIVE TECHNIQUES SEMI INDIVIDUAL INTERVIEWS / NON DIRECTIVE

Example: Overview of professional communication - Orange - 2006 Definition d’une offre premium a destination d’une cible CSP+ Orange 2008

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

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Our methodology

Qualitative approach > International Studies ! International coordination ! Recruiting on complex targets (high income, fashionistas, etc.) GUCCI GROUP Luxury and the globalization stakes Focus Groups + Desk Research + Context analysis France, USA, UK, CHINA, ITALY

Countries investigated: USA EUROPE ASIA (Japan + China + India) South America (Brazil)

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

Qualitative approach > International Studies

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Our methodology Qualitative approach

YOUNGSTERS

Traditional qualitative tools // Examples

> Expertise on specific target : ORANGE FRANCE

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

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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

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Our methodology Qualitative approach Traditional qualitative tools // Examples

Packaging optimisation

PACKAGING & AD TEST

New advertising/communication (launches)

New advertising/communication campaigns

L’ORÉAL - Pure Zone 2005

Black XS _ PACO RABANNE - 2006 Test Pack Dunhill - B.A.T. 2006

Nina de NINA RICCI - 2006 Xsara Picasso - CITROËN

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Test of print/poster advertising LA POSTE - 2005

Our methodology Qualitative approach

PRESS

Traditional qualitative tools // Examples

> Expertise in editorial and advertising studies Editorial and layout tests

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Our methodology

Qualitative approach

Extracts from “From alterconsumption to ecocitizenship”-Subscription studies

> Ethnographic observations ! In-situ observations in homes or stores

! Observation of consumer behaviors, uses, and habits, by a team of sociologists, psychologists and anthropologists ! Shadow tracking (Photos and video documentaries)

FRANCE TELECOM Evaluation of telephone booth use potentiality => Filmed synthesis

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Our methodology SYMRISE - March 2007 « Erotic textures in cosmetics »

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

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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 »

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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”)

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Our methodology

Innovation Process > Creativity workshops > Evolutive focus group > Problem Solving

Meetings among marketing, R&D, and communication departments. Geared towards selecting and optimizing the most promising developmental ideas.

! Product/brand concepts ! Advertising/communication territory ! Packaging design.

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Our methodology Innovation Process J of JENLAIN

> Creativity sessions ! Post-sudy, operational phase, combining specific ideas and expertise from a range of professionals (marketing, R&D, advertising, design, etc.)

1. Projective focus groups on the youngsters and the alcohol

! Exploration of several develomental axes, relating to a specific question

2. Creativity seminar

! Creation of a brand name

3. Elaboration of creative tracks in association with a designer, member of our network.

! Development of an innovative product/service ! Launch of a new sales concept

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Our methodology

Innovation Process > Problem Solving Workshop

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Our methodology ! Interactivity, reactivity depending on respondents’ needs

Innovation Process

! Quick decision-making process

!Evolutive focus groups

Examples

! Creative mini-groups based on projective focusgroup technics

- Test of advertising/communication concepts for a new store shelfAUCHAN

! Debriefing after each group, and reworking as necessary.

- Test of radio advertising AUCHAN

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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 »

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3. Creativity sessions

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

Prospective Approach > Trend studies > Trend safari™ > Prospective Lab™

! Societal trends ! Behavior trends ! Emerging consumption trends (avant-garde behavior) ! Market trends (niche markets, new brands, marketing strategy and innovative advertising, communication) ! Style trends

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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…

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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

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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 perspective of the new challenges of the beauty and the body

2008/2009 Syndicate studies: - 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.

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Our methodology Ecovolution

Bodyshop purchase by L’OREAL

Trend forecasting studies that

Sport & Street

allowed our clients to develop

operational applications New images from fictional TV/Cinéma

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Development of licenses for sports brands by SYMRISE

Inspiration for feminine models in ad campaigns L’OREAL INTERNATIONAL

Our methodology NU_Luxe New luxury clients Paris - NYC

Launch of luxury trend-spotting service for advertisers Le FIGARO (daily newspaper) Strategy development for HERMÈS watches Development of services for the CRILLON (five-star palace hotel)

Trend forecasting studies that enabled our clients to develop

operational applications

Luxury Food in hotels

The becoming of Luxury hotels

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LOUVRE hotels group Repositioning of CONCORDE hotels

Our methodology Ecovolution

Trend forecasting studies that Natural Beauty & organic cosmetics

allowed our clients to develop

Benchmark - semiotic analysis

operational applications

Creation of range of organic cosmetics BOURJOIS

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Our methodology > Eco-Safari in Paris ( L.A & Madrid)

Trend forecasting tools

Green tours expériences

> Trend Safari™ Guided visit!of innovative retail stores in France, and worldwide.

> Suburban Safari (Paris / to be launched in NYC next summer) A paradox visit of Paris: edgy/ethnical/underground neighborhoods

! Observation and decoding of the newness of these locations and stores

> Male Pampering (Paris & Madrid) 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)

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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 : > Advertising positioning for WRIGLEY brand > VALRHONA brand essence

on an international level ! Innovative ideas (new products, sales, concepts, advertising…)

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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’

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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

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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.

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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)

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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