Catherine Belmont

Qualitative studies, focus groups and interviews.

Listening to your customers (and/or your prospects, your audiences) means supporting your decisions at both the strategic level (brand positioning, collection directions, major marketing axes) and the operational level (product choices, packaging, communication elements) based on understanding your target audiences, their expectations, their behaviors, and what drives their daily choices.

My role: to meet your customers and audiences, understand them, and transform this customer knowledge into marketing advice and recommendations. And to provide you, through verbatim quotes, photos taken at home, and videos shot in the field, with a vision of your customers' reality. So that your consumers are not abstract entities, but real people, present daily in all your teams' reflections.

PSITT - Listen, Understand, Act

Leading a team of 5 people, I was in charge of all marketing research for Redcats' senior market division (4 brands: Daxon, Célaia, Atout Confort, Edmée): customer studies, both qualitative and quantitative, file studies (data mining), competitor studies, and market intelligence.

I worked extensively with several research institutes, but also conducted many qualitative studies myself with different target audiences (baby boomers, classic seniors, elderly), in the form of group discussions or in-home interviews.

Fully integrated into the heart of the brands, at the crossroads of marketing, product, communication, customer relations, and general management departments, I widely disseminated customer knowledge and the customer reflex in daily reflections, from brand platforms to catalog communication choices, from differentiated product offers according to customer typologies to advertising choices.