How Market Research and Consumer Insights Helped a French Agency Redefine Its Brand

Context

A branding and design agency in France, working with clients across multiple sectors, set out to refresh its own consumer brand. As experts in building standout brands for others, they understood the risk of working in a bubble. They wanted fresh, objective insights to guide their transformation and ensure their offer stayed relevant in a competitive market.

To get there, they needed a clearer understanding of how their services were perceived, what potential clients valued most, and how to sharpen their positioning for growth.

The Challenge

The agency’s goal was to reposition its brand with confidence and precision. To do that, they needed:

• A clear view of the market landscape

• Deeper insight into customer expectations and buying behavior

• Strategic recommendations on their service offer, pricing, and marketing approach

• Honest feedback on their packaging and brand image

What We Did

We worked over a 4-week period, focusing on three key steps: understanding the market, testing assumptions, and translating insight into action.

Assess the Market

We began with a detailed market analysis. This helped us map the agency’s current position, review competitor offers, and assess customer needs. We looked closely at service features, pricing strategies, customer segments, and existing marketing efforts. This gave the agency a realistic view of how well their offer matched what the market wanted, and where adjustments were needed.

Testing with Customers

With the market mapped out, we designed a customer survey to dig deeper. The survey focused on areas where the initial research showed potential gaps, such as service features, pricing structure, and package design. 

We gathered direct feedback on how potential clients viewed the agency’s offer and what mattered most in their decision-making process. The result was a sharper understanding of where the brand resonated, and where it fell short.

Action Plan

We combined quantitative findings from the market study with qualitative insights from the survey. This mix gave the agency a well-rounded picture of its brand’s strengths, weaknesses, and opportunities. 

Our final recommendations covered key areas like customer targeting, pricing adjustments, design improvements, and messaging priorities. The goal was simple: help the agency align its brand and offer more closely with what its audience wanted.

4. What It Changed

Equipped with fresh insights, the agency redefined its service range, updated its pricing strategy, and identified new opportunities for growth.

The work also led to a complete refresh of its brand image, including visual identity, corporate graphics, and packaging, bringing a more modern and relevant look that connected better with clients.

5. Outcome

• A clear, data-backed brand positioning

• Stronger alignment between offer and market demand

• A full redesign of the brand’s visual and corporate identity

• New growth opportunities identified through customer feedback and faster-than-average speed to impact

What They Say

“As part of a packaging redesign program, we asked Lena to carry out market research and develop a consumer survey. The context was complex, and our needs evolved over time. Lena adapted quickly and was always highly responsive. She brought a modern vision and delivered effective technical solutions. Her commitment and the quality of her work stood out. She was very available and a pleasure to work with. Excellent collaboration!”