News & Insights

#marketing effectiveness

Customer journey

The “Customer Journey” or the “Path to Purchase” consists of mapping the different stages that lead a consumer from an expressed need to the desire to share the experience, going through the critical stages of market exploration and the purchase decision. It is about mapping and understanding the interactions between brand and consumers at these … Continue reading Customer journey Read ►

Privacy Policy

STRATEGIC RESEARCH (“STRATEGIC RESEARCH”, “our”, “we”, and “us”) and our partners respect your privacy. We ask you to please read this privacy policy carefully to understand how your personal data is collected, processed, and stored when you use the STRATEGIC RESEARCH website, accessible via the URL The term “personal data” refers to any information … Continue reading Privacy Policy

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Legal information

Credits Website Publisher STRATEGIC RESEARCH 17 bd Malesherbes 75008 PARIS France SARL with a capital of 105,000 euros 478 153 513 R.C.S. PARIS Publication Director: Michaël Bendavid Design & Implementation STRATEGIC DESIGN 55, rue de l’assomption 75016 PARIS +33(0)1 45 20 20 36 France Hosting OVH 2 rue Kellermann 59100 Roubaix France Legal … Continue reading Legal information

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Cookies policy

Our cookie policy explains what cookies are, how we use them, the types of cookies we use, i.e., the information we collect using these cookies and how this information is used, as well as how to control your cookie preferences. For more information about who we are, how to contact us, and how we collect, … Continue reading Cookies policy

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Customer Value Proposition

A Harvard professor once famously pointed out that people don’t go to the hardware store to buy a drill – they go to buy a hole. Customers don’t buy products: they buy a desired result. They have a “job to be done”. Successful businesses have one thing in common – they offer a product or … Continue reading Customer Value Proposition

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Driving innovation in retailing

L’Oréal’s skincare, makeup and perfume products represent a world of elegance and luxury. The Group offers iconic brands including Lancôme, Giorgio Armani, Yves Saint Laurent and Kiehl’s. How then, to ensure that the unique essence of these luxury brands expressed in the company’s advertising is not lost in a disappointing customer experience at the point … Continue reading Driving innovation in retailing Read ►


We help the world's leading brands make better decisions OUR KEY EXPERTISE — Capture your market Develop your brand Innovate Set your price (More) effective marketing INSIGHTS & NEWS — (in French) “Beating consulting firms at their own game is a sign that our ambition has materialized.” We wish you a Happy New Year 2024 … Continue reading Home Read ►

Blue Ocean Strategy

Companies have traditionally pursued success by seeking to be better, or cheaper, than their direct competition. But in an era of globalization, this often results in low margins and poor long-term growth. Blue Ocean Strategy is a strategic analysis method that helps you break free of this endless cycle of competition. Developed by professors at … Continue reading Blue Ocean Strategy Read ►

Measuring Touch Point ROI

Even the world’s largest brands must limit and allocate their marketing spend across different channels. That’s why it’s essential to be able to accurately measure the effectiveness of each in relation to specific markets and products. To respond to this challenge, we have developed the Touch Point Model, in partnership with ROI\Marketing. This exclusive tool … Continue reading Measuring Touch Point ROI Read ►

The Momentum Effect

Strategic Research is a member of The Momentum Effect network. This concept, devised by Jean-Claude Larréché, professor at Insead and the Wharton School of Business, is enlightening, and we wholly share its vision of the effectiveness of marketing activities. Let’s briefly review the concept’s central ideas: Jean-Claude Larréché and his team analyzed the performance of … Continue reading The Momentum Effect Read ►

Identify the potential for brand extension

Every brand is associated with a core product, an area in which it is seen to be legitimate. But strong brands can extend this legitimacy beyond their core product with no loss in coherence. A striking example of this is Apple’s entry into the music industry. On the face of it, there is no reason … Continue reading Identify the potential for brand extension

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Tracking the health of brands

The SEB group is a global leader in domestic appliances, and market leader in numerous small household and culinary appliances markets. Brands include Tefal, Moulinex, All-Clad, Lagostina, Rowenta and Krups, to mention only global brands. In this arena, where products are often perceived as commodities, brands represent a way for the consumer to navigate a … Continue reading Tracking the health of brands Read ►

Setting the right price

One of Europe’s leading tourist destinations faced a conundrum: young and old alike dream of visiting the destination, but not all make the step from intending to visit to actually buying a ticket. The reasons for this conversion gap are numerous – not least geographical distance – but the main obstacle remains ticket price. Strategic … Continue reading Setting the right price

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Improving sales effectiveness

A leading B2C premium coffee brand realized it was facing growing competition, and beginning to lose the competitive advantage it had gained by creating the market in which it operated. It decided to diversify by accelerating growth in the business environment, covering two distinct markets: Workplace: high quality coffee provided by companies to their employees … Continue reading Improving sales effectiveness

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Taking a French brand global

The charismatic founder of one of the most prestigious wedding dress brands in the world, based in Paris’ 6th arrondissement, wanted to take the brand global. The aim: to reach discerning brides wherever they live in the world. The challenge: A three-year plan for brand growth The brand wanted to expand overseas, but recognized the … Continue reading Taking a French brand global

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Accreditations & partnerships

We adhere to the highest possible professional standards in terms of quality, confidentiality and independence. We are a corporate member of the Esomar worldwide organization. We are also members of The Momentum Effect network, created by INSEAD and Wharton professor Jean-Claude Larréché. This network brings together professionals, consultants and agencies. They are selected for their expertise in … Continue reading Accreditations & partnerships Read ►

Our senior team

Michaël Bendavid Managing director Graduated from the Rouen School of Management in 1986, Michaël began his career with Burke Marketing. He then joined Bossard Consultants, deepening his experience in marketing studies and starting a focus on marketing strategy. In 1997, Michaël joined the Paris office of Research International (WPP) as Associate Director, becoming Vice President … Continue reading Our senior team Read ►

Our approach

We help our clients make the right decisions Research can serve a multitude of purposes. We focus on research that helps clients make decisions on subjects crucial to their business. This focus at Strategic Research can be seen in our: Understanding of client issues Ability to select or devise the right methodology to generate the … Continue reading Our approach

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Our story

Strategic Research is a marketing studies and strategy consulting firm founded in 2004 by Michaël Bendavid, former Vice President of Research International (WPP). 15 years is a long time in terms of the ground we’ve covered, yet short by a historian’s standards. A reminder, then, of why Strategic Research was created. 15 years ago, we … Continue reading Our story

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(More) effective marketing

Some brands seem to have runaway success. Sure, their ad campaigns are great, but that doesn’t seem to fully explain their exponential growth. In fact, when you look closely at the figures, these brands’ promotional spend is actually decreasing as a proportion of sales. This is known as the Momentum Effect, a concept devised by … Continue reading (More) effective marketing

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Set your price

Pricing is key to product success. Price too high, and you lose customers. Price too low, and you throw away profits. It’s perhaps odd then, that pricing is the most neglected element of the marketing mix. Odd, but understandable. Brands often set prices in relation to their direct competition. Alternatively they adopt a “cost +” … Continue reading Set your price

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Most companies have no difficulty generating ideas. The problem is that most of these ideas get lost internally, or make no impact on the market. How do you ensure an idea leads to innovation? By fostering an environment where employees share their ideas. By selecting the best ideas, exploring them from every possible angle, and … Continue reading Innovate

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Develop your brand

Brand is the marketing term that generates the most suspicion among CFOs. Considered intangible, the benefits of a strong brand strategy are less immediately visible than, say, a product improvement, or change in pricing. Yet a strong brand can be a game-changer, generating loyalty and creating sustainable sales growth. Creating a strong brand is at … Continue reading Develop your brand

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Capture your market

Success in a new market can bring transformational growth for a brand. But this tantalizing opportunity often appears out of reach: the market seems alien, difficult to penetrate, and far removed from the company’s core skill set. The main obstacle is not the market itself, the capabilities of the company, or even its leaders’ appetite … Continue reading Capture your market

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Contact us

Our offices in Paris, Planet Earth 17, boulevard Malesherbes 75008 PARIS + 33 (0)1 42 96 01 09 Metro : Madeleine ou Saint Augustin RER : Auber Read ►

Client stories

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What we think

May 13, 2024 (in French) “Beating consulting firms at their own game is a sign that our ambition has materialized.” Strategic Research was born from a bet, that of 'combining' studies and marketing consultancy, methodological rigor, and perspective setting. The ... + January 3, 2024 We wish you a Happy New Year 2024 We wish … Continue reading What we think Read ►

Who we are

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