Edith Benezet

Qualities: committed, experienced, rigorous, human-centered

Serving: to help you in your marketing decisions

Highlights: understanding societal phenomena to enhance your products and brands... if they are worth it!

After a few years of teaching literature and communication techniques, I learned the ropes at Sorgem with the inventors of the Brand(s) Foundation, who used the best of the humanities to explore and build brand identity.

Then, as an associate, while managing teams and transitions, I remained "hands on," by choice and by necessity: in qualitative research, it's difficult to produce a useful idea without being immersed in the research process.

Today, as an independent or with chosen teams - other independents with whom I partner depending on the type, scope, and size of the project - immersion is complete on each study to produce "qualitative qualitative."

I am agile on the exploratory <-> operational scale, so if you entrust me with a packaging test and your creative concepts don't work, you'll be happy to consolidate a new packaging brief with semiotics (which allows for operational work with exploratory insights!).

Therefore, you can consult me on mix tests as well as on exploratory studies of uses/representations (e.g., voice of the customer) or brand (e.g., brand audit).

I have an inclination for both 100% sociological and ethnological approaches (portrait of a clientele, generation, or community) and for 100% merchandising issues (should a paint aisle be organized by color or by brand?), with hybrid studies being the most common.

Study management in France and internationally, with local partners.

Possibility of integrating Quali-Quanti with a quantitative partner.