Market Insights
Understanding your markets’ evolution
Analysing the behaviour of your targets to serve your marketing strategy
As consumers are difficult to figure out, your expectations are manifold and tailor-made can sometimes be the solution, AD’HOC RESEARCH helps you implement an information escalation project fully adapted to your goals.
Our studies enable you to make informed decisions regarding product development, market positioning, pricing and communication.
Usage and attitude studies
Our U&A studies help you understand consumers’ behaviours, habits, opinions and attitudes towards a product, a brand or a specific market. Our studies also provide a detailed image of current and potential customers, their motivations, their preferences and their needs.
To enable you to develop products that meet consumers’ needs and preferences
To help brands position themselves on the market and fine-tune their communication strategy
To determine the most relevant market segments
To identify sales potential
Our studies offer flexibility and strong adaptability to your sector and your targets. They are tailor-made to meet your specific needs and provide you with precise and detailed information to enable you to make better informed strategic decisions.
Our – often hybrid – approach proposes an exploratory qualitative phase to allow for the implementation of a targeted and efficient quantitative study.
Potential studies
The goal is to anticipate the potential success of a new product or service or of a new establishment before its final launch.
Our approach is frequently threefold: documentary, quantitative and qualitative. The study provides concrete answers and recommendations regarding development areas to prioritise.
Shopper studies
We offer immersive studies in order to understand more and more complex behaviours. The QUALICO® SHOPPER EXPERIENCE™ method questions and observes the consumer in situ while they interact with the product or service offer.
We decipher the buying journey to provide insight into consumers’ decision-making processes.
Our solutions
qualitative studies
quantitative studies
social media studies
When should U&A study be conducted?
U&A study is conducted when a brand or company needs to better understand a market, its users, and their behaviors.
It is particularly useful prior to the launch or repositioning of a product or product line, in order to identify existing uses, uncovered expectations, and opportunities for growth
It can also be conducted to segment a market by identifying distinct consumer profiles based on their usage patterns, motivations, and attitudes.
It also informs strategic decision-making by providing a structured understanding of consumer dynamics, which is useful for guiding decisions regarding product development, communication, and targeting.
What is the methodology behind a U&A study?
A U&A study is generally based on a structured methodology designed to understand both market usage patterns and consumer attitudes.
It may begin with an exploratory, qualitative phase aimed at identifying the key behaviors, motivations, and perceptions related to the category under study. This step helps bring to light the main areas of understanding regarding the market.
In a second phase, a quantitative study is conducted to measure these findings on a larger scale. It quantifies usage patterns, assesses attitudes, segments consumers, and validates the hypotheses derived from the exploratory phase.
The analysis then combines all the results to produce a structured overview of the market, consumer profiles, and associated opportunities, in order to inform marketing and strategic decisions.
What is customer segmentation?
Customers segmentation is a process that involves grouping consumers into segments based on similar characteristics, needs, behaviors, or expectations. Segmentation serves the purpose of targeting and personalization.
In addition to historical criteria (demographic, geographic, socio-professional, or behavior) which are descriptive and static, segmentation should take contextual factors into account: behaviors vary depending on the time, consumption situations, channel, intent, and so on.
What is a marketing insight?
A marketing insight is an understanding of customers, a market, or a behavior. It reveals expectations, motivations, or barriers.
It is not merely an observation, but rather actionable knowledge that can guide innovation, a product or service offering, brand positioning, or a communication message.
Its value lies in its ability to be credible, understandable, and actionable for marketing and innovation teams.
They trust us
