STRATEGIC ADVISORY
Unlocking Quebec
Our strategic advisory services are rooted in a deep dive into the unique cultural and market dynamics of Quebec. Our goal is to deliver a tailored roadmap of brand-building recommendations that align with the distinct needs and preferences of Quebec consumers.
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A Holistic View
Our process begins with a comprehensive situation analysis. We draw on decades of experience working with brands in Quebec, leveraging our broad market knowledge of macro trends, consumer attitudes, values, and behaviours. We examine how Quebecers both align with and differ from the rest of Canada, ensuring our insights are as relevant as they are nuanced.
Leveraging Existing Data and Insights
We conduct a meticulous review of the client's existing research, often uncovering valuable Quebec-specific data that may have been overlooked when viewed through a national lens. This second look allows us to refine and tailor strategies that resonate more deeply with Quebec audiences.
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Filling Knowledge Gaps with Custom Research
Where existing data leaves gaps, we step in with customized research plans. This could mean quick, cost-effective insights via omnibus surveys or more in-depth quantitative studies. We also place a strong emphasis on qualitative research, conducting one-on-one interviews with consumers, franchisees, dealers, and other stakeholders to gain hands-on, contextual understanding. This qualitative approach is often a treasure trove of insights, providing a deeper, more personal view of consumer behaviour and attitudes.
In-Context Research: Learning from Real-World Interactions
In some cases, we take our research into the field. For example, we might conduct interviews with customers in a retail environment to observe and understand real-world behaviours and preferences. This on-the-ground approach adds a layer of authenticity to our insights.
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Crafting Tailored Strategies for Quebec
With this wealth of information, we deliver a report on key findings and strategic implications. The next step is a blend of art and science: determining which elements of the brand's positioning need to be amplified or toned down for the Quebec market. This ensures that messaging is not only relevant but also aligned with the market's specific objectives, which may differ from those in English Canada.
From Strategy to Execution
Once we have a clear path forward, we develop a set of strategic recommendations for Quebec. This might involve different communication approaches, such as focusing on earned media rather than traditional advertising, depending on the brand's stage in its Quebec lifecycle.
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