TERRAIN.S IS A QUALITATIVE RESEARCH AND CULTURAL INSIGHTS STUDIO.
we talk to people.
We help brands come up with culturally relevant strategies by getting closer to the people they aim to understand. Through qualitative research we dig into the target’s culture and context to find particular tensions, unique motivations and deep aspirations that will fuel strategic and creative thinking.
We are based in Paris, France. We operate worldwide.
What
we do
Research & Insight
We study people and their communities.
We dive into their worlds to capture their genuine identity and better understand their feelings and behaviours.
We connect dots to identify cultural insights.
We uncover raw insights and give meaning to unexpected signals and relevant information to deliver a sharp study of your target audience.
Strategy
We believe brands have a role to play in culture, but few manage to achieve it.
There is complexity in finding the right angle to not sound too misplaced or forced.
Based on our findings we connect cultural trend, brand and market dots to find the role brands can play with ownable relevance.
OUR WORK
Some brands we enjoyed working with include Nike Women, Air Max, Nike ACG, Jordan, JD Sports, Twitch, Decathlon, Squarespace, Orange, McDonald’s and agencies such as On Road, Sonic Boom, Livity, Tower28, Highsnobiety, Konbini, DDB.
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NIKE AIR MAX
We dived into the French sneaker culture to seek the perception and the emotional connection between the French youth and the Air Max legacy.
This project was part of a European wide research with the London based agency OnRoad.
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SQUARESPACE
We helped Squarespace to better understand how the platform helps French entrepreneurs to bring their brand and business online.
We teamed up with global network agency Tower 28 for Squarespace’s first national campaign in France.
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PENFOLDS
We supported Highsnobiety in the run of a research phase for the legacy winemaker Penfolds.
Our focus was on exploring the new luxurians wine habits and their relationship with culture and luxury in Europe and in the US.
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WWF UK
We often say things they don’t actually do. For the WWF, we studied the gap between UK consumers’ desire of sustainable lifestyles and the reality of their meat-loaded consumption. A study of the complexity embedded into food and cooking habits.
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SOSH by ORANGE
We worked with Konbini to fuel the next 2-years strategic vision of their historical collaboration with Sosh. Our focus was on understanding their audience’s post-covid mood, their media consumption and the role of pop-brands today.
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NIKE ACG
We investigated the youth’s relationship with the Outdoors and the cultural & structural barriers minorities are facing.
A hike from the healing power of Nature to the dynamics behind Outdoors aesthetics.
OUR APPROACH
No intermediary
To ensure the best quality work, we handle your project personally from start to finish. We have no intermediary in the process (recruiters, translators or project managers).
Fitting to your constraints
Depending on the project specificities, we collaborate to define the most adapted set of tools that will allow us to reach the ideal results. We design what best fits the brief's objectives and the hypothesis you want to explore.
Active collaboration
We love simple yet effective collaboration with all our partners. Time is precious! We rely on slick communication to move quickly and smoothly. Our team of 2 people enables it.
Tailored casting
We do not use third tier platforms because research value heavily depends on the people we talk to. We select only those who fit with the study objectives and the brief criteria. We are deeply committed to ensuring representativity and diversity in the profiles we work with.
About
Romain Coste
Always driven by research, he loves a deep understanding of a project. He has experience in strategic planning and user research. He also has a strong appetite for blogging about research, cultural essays and advertising culture.
Before Terrain.s, he worked in agencies and startups on brand and digital strategy. He lived in Berlin, London and is now based in Paris.
Personal favorite exploration fields include food, skateboarding, the NBA, underground dances and gaming cultures.