English Brochure 09

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Our mission: FORECAST AND VALIDATE

Our philosophy

Allegoria Consultants: the dual competence of a marketresearch and trendspotting company

VERSATILE

Conducting BOTH trend-

tracking and qualitative

studies

INTERDISCIPLINARY

Consultants in sociology,

anthropology, semiotics,

philosophy, psychology,

advertising, marketing, etc.

INTERNATIONAL

Multicultural team and a

network of local partners(USA, UK, Italy, Spain, Germany,

Japan, India, etc.)

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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 andstyle 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

BUSINESSES

Trend spotting /

Marketing Services /

Communication /

Research Services/ R&D

AGENCIES

Communication

Advertising (strategic

planning)

Design

POLITICAL/FINANCIALORGANISATIONS

Lobbying

Economic intelligence

Wide range of clients

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

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

Our methodology

QUALITATIVEApproach

PROSPECTIVEApproach

Complementarity &

mutual enrichment

of the 2 approaches

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Qualitative approach

> Traditional qualitative studies:

individual depth interviews, focus

groups

> Ethnographies

> Semiological analysis

Evaluation of concepts andcommunications; adaptation for brandstrategy

! 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

Our methodology

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> Traditional qualitative methods

FOCUS GROUPS, PROJECTIVETECHNIQUES

SEMI INDIVIDUAL INTERVIEWS /NON DIRECTIVE

Our methodology

Definition and recruitment of respondents accordingto affinities (VS. By sociodemographic criteria)Example:

« Perception of gourmandise » - Nestlé 2006

Interviews with “challenging” respondents!experts,

B to B, CSP+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

Our Skills

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> International Studies

! International coordination

! Recruiting on complex targets (high

income, fashionistas, etc.)

Our methodology

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


> International Studies

UNILEVERTest of a multi-functional

beauty concept

USA, JAPON, BRAZIL,

INDIA

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Our methodology

Qualitative approachTraditional qualitative tools // Examples

> Expertise on specific target :

Assessment on ‘ Youngsters” advertising campaign

Methodology : Media context analysis + Projective mini groups

YOUNGSTERS

ORANGE FRANCE

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Methodology : Face to

face interviews of trend

setters

Qualitative approachTraditional qualitative tools// Examples

> Expertise on specific target :

WAP website benchmarkingMethodology: face to face interviews + projective

focus group

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

Our methodology

INFORMATION TECHNOLOGY

Orange

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Our methodology

Packaging optimisation New advertising/communication (launches)New advertising/communication

campaigns

Test of print/poster advertising

LA POSTE - 2005

Black XS _ PACORABANNE - 2006

Nina de NINA RICCI - 2006Xsara Picasso - CITROËN

L’ORÉAL - Pure Zone 2005

Test Pack Dunhill - B.A.T. 2006

Qualitative approachTraditional qualitative tools // Examples PACKAGING & AD TEST

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Traditional qualitative tools // Examples

> Expertise in editorial and advertising studies

Editorial and layout tests

PRESS

Our methodology

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Our methodology


> Ethnographic observations

! In-situ observations in homes or stores

! Observation of consumerbehaviors, uses, and habits,

by a team of sociologists,

psychologists and

anthropologists! Shadow tracking (Photos

and video documentaries)

Extracts from “From

alterconsumption to eco-

citizenship”-Subscription

studies

FRANCE TELECOMEvaluation of telephone

booth use potentiality

=> Filmed synthesis

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Our methodology


> In situ observations! Filmed interviews

! Ethnographic analyse

SYMRISE

- March 2007

« Erotic textures in

cosmetics »

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Our methodology


> In situ observations! Filmed/photographed interviews

! Projective focus group

! Ethnographic analyse

Sodexo - 2008 - Paris

« Updating the catering users’ typologies »

Coca Cola- SodexoCoca Cola - Sodexo - 2008 - London

« Consumers spending elasticity of

food & beverage in workplace »

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Our methodology

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 aconcept or a theme (all markets, all media)

! Brand positioning maps: their values / advertising codes /

communication territory

! Redefinition of a specific brand territory/ how the offer fits

into the competitive market

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

Meetings among marketing, R&D, andcommunication departments. Gearedtowards selecting and optimizing the mostpromising developmental ideas.

! Product/brand concepts

! Advertising/communication territory

! Packaging design.

Innovation Process

> Creativity workshops

> Evolutive focus group

> Problem Solving

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! Creation of a brand name

! Development of an

innovative product/service

! Launch of a new salesconcept

Our methodology

Innovation Process

> Creativity sessions

! Post-sudy, operational phase, combining

specific ideas and expertise from a range of

professionals (marketing, R&D, advertising, design,

etc.)

! Exploration of several develomental axes,

relating to a specific question

J of JENLAIN

1. Projective focus

groups on the

youngsters and the

alcohol

2. Creativity seminar

3. Elaboration of creative

tracks in association with

a designer, member of

our network.

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Our methodology

Innovation Process

> Problem Solving Workshop

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Innovation Process

!Evolutive focus groups

! Creative mini-groups based on projective focus-

group technics

! Debriefing after each group, and reworking asnecessary.

! Interactivity, reactivity depending on

respondents’ needs

! Quick decision-making process

Examples

- Test of

advertising/communication

concepts for a new store shelf-

AUCHAN

- Test of radio advertising -AUCHAN

Our methodology

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Our methodology

Complex Methodologies

> Trend forecasting + diagnosis + creativity

FRANCE TÉLÉCOM« New distribution concepts in Paris, Milan and London »

METHODOLOGY

1. Trend watching and analysis of media contexte

2. Trend Safari, observations and interviews in situ

3. Creativity sessions

1 2 3

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Prospective Approach

> Trend studies

> Trend safari™

> Prospective Lab™

Detection of the initial, hard-to-spot, shiftsthat signal market evolution for the next5 to 15 years

! Societal trends

! Behavior trends

! Emerging consumption trends (avant-gardebehavior)

! Market trends (niche markets, new brands,marketing strategy and innovative advertising,communication)

! Style trends

Our methodology

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Prospective approach

> Future Trends studies - 2005-2008Syndicate 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…

Our methodology

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Our methodology


> Trend forecasting- 2007/2008Syndicate 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


> International Future Trends Studies2008/2009Syndicate studies:

- The new male territories

- The new beauty and body symbols

- Globalisation & Multi-culturalism

This study offers a cross-cultural

perspective of the new challenges of

the beauty and the body

This study suggests updating the

new strategies of local brands and

their lifestyles associated in the

context of the globalization.

This study makes up a true alternative

in the marketing typologies which tend

to lock men into stereotyped

definitions.

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Our methodology

Trend forecasting studies that

allowed our clients to develop

operational applications

Ecovolution

Bodyshop

purchase by

L’OREAL

Sport & Street

New images from fictionalTV/Cinéma

Development of

licenses for sports

brands by

SYMRISE

Inspiration for feminine

models in ad campaigns

L’OREAL

INTERNATIONAL

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Our methodology


enabled our clients to develop


NU_LuxeNew 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)

LOUVRE hotels

group

Repositioning of

CONCORDE

hotels

LuxuryFood

in hotels

Thebecomingof Luxuryhotels

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Our methodology


allowed our clients to develop


Creation of range of organic cosmetics

BOURJOIS

Ecovolution

Natural Beauty

& organic cosmeticsBenchmark - semiotic analysis

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Our methodology

Trend forecasting tools

> Trend Safari™Guided visit!of innovative retail stores in

France, and worldwide.

! Observation and decoding of

the newness of these locations and

stores

! Spotlighting transversal trends

and linking them to societal changes

> Male Pampering (Paris & Madrid)

A visit in the major male spas and special shops for

men only

> Suburban Safari (Paris / to be launched in NYC nextsummer)

A paradox visit of Paris: edgy/ethnical/underground

neighborhoods

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

Green tours expériences

> 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,

on an international level

! Innovative ideas (new

products, sales, concepts,

advertising…)

Examples :

> Advertising positioning for WRIGLEY

brand

> VALRHONA brand essence

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Trend forecasting tools> LuxBox©

! Luxury trend- tracking for FIGAROnewspaper 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’

Our methodology

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! 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

!Senior Market Researcher

!Education: philosophy and social science

!Specialized in projective and scalable qualitative research processes. Methods based on Gestalt psychology

(perception and imagery)

! 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

Adeline ATTIA

Hubert MUSSE

Séverine ENJOLRAS

Our team

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Benedicte Layotte

Richard LAZARETH

! 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.

Our team

! Adeline Attia’s PA .

! In charge of administrative and financial management

! She has a master degree in administrative and financial management

Nazeema SAFIYULLA

International network of analystsWe 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

Agnès Broc! Client Director, pilot the international segmentation and innovation projects, notably in thebeauty and hygiene, beverage and luxury products sectors

! Agnès has a Masters degree in Management Science from Paris X (with an option in

Marketing)

> 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.

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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.

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