Fabrice Guéguen

I am an expert in bringing consumer insights into action, on the side of marketing teams of medium and large companies. My vision: put science at the service of the best marketing decisions

I teach neuroscience applied to marketing and communications to 5th year ISCOM students. I also take part in marketing workshops and jurys

Lead the Waters sustainability strategic agenda along with cross-functional team: assessment of business risk and opportunities - 2025 / 2030 horizons Pitch and select best vendor for Away-From-Home data across-categories

BEYOND REASON THE SCIENCE BEHIND WHY PEOPLE BUY YOUR BRAND We believe that the very best of marketeers & creatives are those who can radically influence the decision making process. With limited knowledge about how the human brain functions this isn’t an easy task but science can help. The consensus is that the vast majority of our decisions take place in the implicit mind. So not knowing what's happening in the implicit mind of your customers is like,.. well bypassing the governing body of decision making processes. You’re probably wondering how the implicit mind functions? on what basis does it decide to buy brand A vs B? Science has established that powerful implicit motivations orient our attention, ultimately shaping our behaviour, choices and feelings of reward or satisfaction. Beyond Reason research has validated the most influential Implicit Purchase Motivations (IPMs) responsible for everyday customer behaviour. And our scientifically validated BRIM -Beyond Reason Implicit Motivation- study enables us to reveal which IPMs are satisfied when buying a brand. The good news..., it’s easy to implement, a quantitative, online study anyone can participate in. It’s been considered by many as a groundbreaking marketing model. Those who’ve worked with Beyond Reason have used this data intelligence to adapt their strategy, leading to a drastic shift in sales & a higher ROI for their marketing initiatives. “Innovation in the persuasive communication industry will not be lead by creativity or technology, but by psychology and behavioural economics” Nathalie Tadena, Wall Street Journal 2015. www.beyondreason.eu

Coordination internationale des études marketing de Lactalis : relations avec les instituts, briefs, négociation des contrats, études spéciales. Fournisseurs : panélistes (IRI, Nielsen, Kantar, GfK), fournisseurs de données internationales (Euromonitor, Mintel, IMES), ad hoc (Consumer Zoom, Ipsos, TNS Sofres, Stratégir). Mise en place d'un process pour les études Shopper, en relation avec la direction du Category Management monde.

Études organoleptiques, concept, pack, innovation (HUT, CUT) Études Usage & Attitudes Études de fond de marque In Vivo Panels Distributeur et Consommateur

Développement d'une offre d'études ad hoc, veille stratégique, veille magasin, études promo Études de comportement d'achat des clients Drive Responsabilité éditoriale du PanoTrade 2012 : étude de référence des plans commerciaux des enseignes. Membre du Comité de Direction Encadrement de 6 consultants

Proposer et mettre en œuvre des dispositifs d'études ad hoc pour répondre à des problématiques de merchandising, de lancement de produits, ou de category management pour les plus grands groupes de PGC : industriels et distributeurs. Études de comportement d'achat : méthodologies quantitatives et qualitatives. Focus groups, entretiens en face à face, observation, questionnaires. Responsabilité d'études internationales. Encadrement de 2 consultants

Responsable d'études prospectives sur les marchés de l'alimentaire - études de filières Études documentaires, veille, entretiens professionnels et groupes consommateurs