Why it matters
Launching a product, entering a market, repositioning an offer: these decisions commit six or seven figure budgets, too often based on a few internal convictions. The cost of a study is always lower than the cost of the mistake it would have prevented.
A good study is not designed to confirm what you think: it is designed to be able to prove you wrong. That is where its value lies. My studies combine methodological rigour (sampling, tested questionnaires, statistical analysis) with a strategic eye: every result is translated into an implication for your decision.
Launching a product, entering a new market, repositioning a brand: high-stakes decisions that shouldn't be made blind. I design tailored studies that combine methodological rigor and field intuition to validate your hypotheses, or reveal new ones.
My methodology
Every study is built to measure, but the through-line never changes: start from the decision to be made, not from the method to be sold.
- 1
Framing the decision
Which decision must this study inform, with what level of certainty, by when? This framing drives method, sample and budget. No data gets collected without knowing what it will be used for.
- 2
Methodological design
Choosing and combining methods: in-depth interviews, focus groups, quantitative survey, field observation. Hypotheses are formalised and decision criteria set in advance (go/no-go).
- 3
Fieldwork
Running interviews, administering questionnaires, coordinating the field. On African markets I rely on trained, supervised local interviewers.
- 4
Analysis
Statistical processing, thematic analysis of verbatims, segmentation. Results are systematically confronted with the initial hypotheses.
- 5
Decision-oriented delivery
A report structured around your questions, a one-page executive summary, and a working session to turn findings into an action plan.
What you get
- Qualitative research (in-depth interviews, focus groups)
- Quantitative studies (surveys, statistical analysis)
- Customer segmentation and actionable personas
- Opportunity and feasibility study (documented go/no-go)
- Strategic readout with clear recommendations
Frequently asked questions
What sample size do I need?+
It depends on the decision, not on a magic number. To explore a need, 12 to 20 well-run interviews often reach saturation. To quantify demand or test a price point, several hundred properly sampled respondents are needed. I always size the sample according to the risk of the decision at stake.
How long does a study take?+
From 4 weeks for a focused qualitative study to 10 weeks for a full mixed design with quantitative fieldwork. The initial framing sets a realistic calendar in week one, with intermediate checkpoints.
Do you run studies in Cameroon and Central Africa?+
Yes, it is ground I know from the inside: urban and peri-urban studies in Douala and Yaoundé, distributor interviews, competitive mappings across CEMAC. Fieldwork there requires an adapted methodology (sampling, languages, channels) that I master from having sold and managed there.
Let's talk about your project
30 minutes to understand your context and tell you honestly whether I can help.