The French market leads the world in many fields such as fashion, food culture, cosmetics, and technology, and it is a country with very attractive business opportunities for Japanese companies.
However, on the other hand, it also has difficulties, such as values being very different from Japan and consumer preferences being difficult to read, leading to major risks if it is advanced without correct information.
Therefore, prior market research is essential for success in the French market. However, since the quality of the investigation and the accuracy of the information obtained vary greatly depending on the research company, where to request it is the first step.
In this article, I will explain in an easy-to-understand manner the points that should be kept in mind when selecting a reliable research company in the French market for companies that never want to fail.
If you are considering expanding into France, or if you are aiming to improve your local business, please check it out.
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France can be said to be a country in Europe characterized by its unique culture and high purchasing power.
Since it is leading the world in many industries, such as luxury brands, cosmetics, food, fashion, and tech fields, there are many opportunities for Japanese companies to expand, but it is also difficult to read values and consumer preferences that are different from Japan.
In France in particular, factors driving the market are diversifying, such as heightened environmental awareness, SNS transmission by Gen Z, and the spread of health consciousness.
Furthermore, government support for startups and heightened interest in organic products also tend to influence consumption behavior, so in order to succeed in such an environment, it is essential to have a deep understanding of what local consumers feel and what values they value now.
Somehow, it doesn't apply to impressions or past success stories, and it is essential to construct a strategy based on thorough market research.
Reference URL:https://www.jetro.go.jp/world/europe/fr/gtir/
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Since France's culture and customs are very different from Japan, there is a big difference in the accuracy of the results depending on the research company. If you make a mistake in choosing a research company, strategies will be formulated based on data that is out of line with actual consumers, and there is also a risk that the business will fail.
Here, I will introduce 3 points that I would like to place particular importance on when choosing a research company as criteria that are easy for beginners to understand.
The values and behaviors of French consumers are shaped by culture and history. Therefore, there are many things that cannot be understood with only superficial data, and whether or not you understand the “atmosphere of Paris” and “what French people feel on a daily basis” is the most important point affecting the quality of the survey.
If you just do research from Japan, information may inevitably be delayed, and it may be difficult to convey nuances.
If it is a research company with researchers living there, it is possible to collect real information with a sense of life, and research that understands the true intentions of the French region, which cannot be expressed in numbers, can be carried out.
When it comes to surveys, many people may imagine questionnaires or interviews. However, in actual market research, that alone is often insufficient information, and it is necessary to combine various methods according to the purpose.
For example, if you want to know the deep psychology of consumers, interviews are suitable, and if you want to know the lifestyle habits of French people, storefront surveys and city observations are effective. Also, when you want to grasp overall market movements, it is essential to decipher statistical data and government announcements.
When requesting a research company, it is very important to check whether it is a company that can customize methods according to your (company) issues.
If it is a company that can only do research according to a manual that anyone can do, there is a possibility that you will not be able to fully utilize valuable research opportunities.
There are surprisingly many cases where people don't know how to use these results after receiving an investigation report. Research companies that end up only explaining numbers and graphs cannot make full use of the information obtained in business.
What is important is whether it is a research company that can also propose the next step useful for the business according to the flow of “investigation → analysis → strategy.”
For example, if a survey reveals consumer preferences, it is necessary to consider how to show products and promotion strategies based on that. Or, once you know the size of the market, it is important to be able to receive advice leading to decisions, such as which region to enter from, whether EC should be the center, and whether physical stores are better.
Choosing a partner that is not just a research company, but can work together on strategy planning and even advice after entering the market is a point that brings you much closer to success in the French market.
Feux Co., Ltd. is a company that provides research and consulting specialized in the French market, and specializes in SEO measures and AIO measures, mainly on the web. A particularly major characteristic is that the representative lives in Paris and is exposed to the latest information as a local resident.
Paris is also the center where French trends are born, and cutting-edge movements are emerging in many fields such as fashion, food culture, art, and tech. It is precisely because we are in it every day that we can grasp the local atmosphere and the real values of consumers that are not conveyed on the news.
On a daily basis, we catch real information that cannot be measured with numbers, etc.
It is precisely because we have such a field-like perspective that we can add depth to the client's investigation design and analysis.
Feux is not limited to surveys, but also carefully supports the execution phase of the business, such as strategic proposals based on survey results and local promotion plans.
Feux's major strength is the system that can provide information leading to business success, not just a simple report.
Reference URL:https://www.japan-feux-france.com/column/france-marketing
Reference URL:https://www.japan-feux-france.com/column/france-seo
If you finish just reading French market research materials, it will lead to a huge loss of opportunity.
In particular, in the case of companies exhibiting at overseas events, the local response changes drastically depending on how the survey results are incorporated into product displays and sales activities.
As an example, suppose information that “French buyers place importance on the product's background story” was obtained from survey materials.
In this case, instead of simply arranging products at an exhibition booth, the development process and commitment are simply displayed on a single panel, and the way to attract interest on the French side changes drastically. Even if you're not good at language, you can improve the quality of business negotiations by simply preparing an explanation sheet that tells the story in a concise manner.
Also, if there is data that “environmental considerations are easily evaluated in France” in the survey materials, it is possible to adjust the direction of the contents of the exhibition, such as adding environmental initiatives for our products to pamphlets and considering adopting recyclable packaging.
In addition, pricing and product arrangement at exhibitions can also be improved by referring to popular price ranges revealed in survey materials and how competitors are shown.
Results can be maximized while reducing unnecessary exhibition costs only based on survey data, rather than judging that this would be fine locally.
The French market has a culture and values that are very different from Japan, and in order to properly understand its complex movements, choosing a reliable research company is the first important point.
When choosing a research company,
By holding down this point, the success rate of expanding into France can be greatly increased.
Feux Co., Ltd. is led by representatives living in Paris, and provides unique research and consulting that combines realistic information based on the atmosphere of the site with careful analysis tailored to the issues of Japanese companies.
If you want to know the latest trends in the French market, if you are considering entering the market, or if you are a company aiming to expand your business, please contact Feux. We will strongly support your business with reliable information from the local community.
