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THE AGENCY

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Founded in 2007 by Pascalle Monnier, L’Agence Ki is an independent consultancy firm specializing in brand strategy and qualitative research. Pascalle Monnier and her team invest their experience in all major consumer markets, with particular expertise in beauty, femininity and luxury products. L’Agence Ki partners with clients on the long term as our team accompanies the project throughout the process, working from preliminary stages through to the production of final results and analysis. L’Agence Ki benefits from a unique network of specialized consultants (historians, designers, playwrights, artists…) and trendsetters (you tubers, bloggers, generation Y and Z people). In recent years, L’Agence Ki has performed 60% of its qualitative research outside of France in key international marketplaces.

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With 25 years in the field, Pascalle Monnier has developed a unique approach based upon placing consumer behaviors and practices in cultural and social context. L’Agence Ki decodes their functioning and analyzes emerging representations and behaviors to better evaluate the expectations of the market. We propose the most innovative and creative solutions including: étude-source®, architecture and brand positioning, and name research. We test, assess and evaluate new cosmetics product lines and mobile applications, food product packaging and merchandising, commercials and advertisements for new perfumes, video game content and graphics, and new concepts for retail spaces…

SERVICES

1. MARKET DECODING & IN-DEPTH ANALYSIS
  • Etude-source®: our own brand of conceptual research offering clients insightful historical and iconographical analysis to provide a panoptical view of paradigms acting within a given field.
  • Exploratory studies on routines and habits: dynamic research on the gateways and barriers to consumer buying behaviors and product use.
  • Gender studies: in-depth analysis of new masculinities and new femininities, implications of identity and identity constructions.
  • Insight research utilizing selfie movies, testimonies and observations filmed in situ, (EDL), language evaluation and wording analysis.
2. PROJECT EVALUATION AND OPTIMIZATION
  • Communication testing (print, digital, event).
  • Concept tests (services, products, lines, mobile applications, merchandising, positioning…).
  • Testing of films, scripts, prints, packs, and logos.
  • Retail space analysis (consumer malls, boutiques, department stores, display areas, online shops, websites).
3. PARTNERING BRANDS
We accompany brands in their strategic reflections to orient their successful development by providing the most creative advice and recommendations, offering:

  • Briefing Aids: inspiration books for corporate marketing and communication teams and their advertising agencies.
  • Brand Positioning Reports (Corporate, French, and International): Brand Awareness, Brand Equity, Benchmarks, and Best Practices.
  • Sessions Ideas®: keynotes on a theme, useful topics, and training materials.
4. TREND-SPOTTING REPORTS/PRESENTATIONS
Acutely aware of the interaction between practices and representations, L’Agence Ki explores the symptomatic fields in which major transformations are taking place today: art, music, cinema, politics, video games, media, social networks, cultural and gender studies…

TOOLS & METHODS

Group meetings

  • Focus group
  • Projective groups
  • Workshop
  • Creativity sessions

In-depth individual interviews

  • Contradictory interviews
  • Walk-around interviews in retail spaces
  • Monographic videos
  • Test Blogs
  • Personal Diary/Travel Log

Observations in situ

  • Home-based
  • Retail spaces
  • Cultural and recreation centers
  • Store checking

Diachronic TestimonyLong-term interviews with trend-tracking individual consumers.

OUR TEAM

Pascalle Monnier

Founder, CEO

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Historian and writer, brings her life experience and expertise to beauty and luxury brands. As chief strategic planner, she acts as supervising qualitative research analyst.

Her team is comprised of Senior Consultants representing different age groups and educational backgrounds (social sciences, law, cinema…).

Assal Kabir

Market Research Manager

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Completed her degree in Law and has since developed experience in digital marketing, while specializing in conducting beauty, health, and gaming focus groups.

Anna Kistner

Market Research Manager

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Has a Master’s degree in Information and Communication and has worked in lighting design for the cinema. Her experience includes major consumer trend-spotting in the media and social networks and the cosmetics market.

Fanny Joussaume

Market Research junior

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Junior de l’agence, elle est diplômée d’une licence en marketing général et d’un master spécialisé en communication et publicité. Elle est passionnée par le secteur de la beauté et des nouvelles technologies

INTERNATIONAL

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