MANIFESTO
Everyone dreams of a better self in a better world
Any desire to consume is a dream for a change in ourselves and our environment. The real question is whether the world or the change you are offering makes consumers dream of a better self or a better world.
We need to learn to speak, but also to be silent
The greatest value of brands and products lies in what they do not explicitly state. At DreamCentric, we will show you how to attract, without speaking too loudly. Because who wants to be woken up in the middle of a dream?
The magic is not in big data
Love for a brand or a rush of desire for an offer rarely comes from a heap of data. The “je ne sais quoi” that makes a difference is what you extract from all that data — a score with music distinct and thrilling, making your consumers dream.
Dreams have no borders
Our analytical methods, inspired by the anthropological structures of the realms of imagination, show that while cultural factors should be taken into account, they can also be transcended to present an offer that resonates beyond cultural particularities. Because there exist powerful, universal dreams that go beyond any frontier.
VALUES
Passion
All subjects, from the renewal of a range of aftershaves to technological realms of the imagination, from coloration in Russia to the notion of success in Saudi Arabia, enthuse us. Why? Because each and every time, the subject allows us to reach into our contemporaries’ dreams and view their lives through a special prism. We never become jaded, but approach each subject with fervour. This commitment has a practical consequence : the passion that we put into our relationships is transferred to you and, ultimately, into what you produce.
Rigour
Taking an interest in dreams and the realms of imagination is not a soft science, nor is it the vague intuitions of a medium staring into a crystal ball: we have developed systematic, analytical methodologies, especially in terms of sensory perceptions, which have been recognized outside the world of qualitative research.
Ethics
We are not dream merchants. We are never cynical. We help you to build an offer that provides a true benefit for your consumers. Because dreams have genuine value for consumers when they also have meaning and impact their reality.
Ethics also means guaranteeing that our company’s growth is not the sole indicator of success. As in Bhutan, we’ve established a GNH (gross national happiness) for our business. You will never see us crack open the champagne if we or our partners have rings under their eyes.
Attentiveness
Practising our profession has made us increasingly modest: over time, we have realized that our best insights have come not from our interpretation of results, nor from our minds, but from listening to what was said. We really listen to consumers and their dreams, which is just enough to find power and inspiring results.
Attentiveness also means listening to your particular objectives. We regularly run reviews with you to guarantee that our results truly match your objectives.
Naivety
That’s right: Naivety. At DreamCentric, we never say things like “you shouldn’t be naïve” or “it’s more complicated than that” or “this is nothing really new” to appear more knowledgeable or serious. We use naivety as a principle of excellence to escape from the obvious, listen without preconceptions and put our innate enthusiasm into action. You may find this enthusiasm viral and contagious.
Gratefulness
We are infinitely grateful to receive praise from those who have commissioned our research and motivated us towards ever greater excellence. We thank all those who recommend us: it means we always have to be up to scratch. How is this a value? Your gratefulness is our daily booster—not a growth figure.
OUR VISION OF RESEARCH
Never denying complexity but being able to simplify to extract sparkling insights
From the closure system of a make-up cushion to the understanding of feminism in the world, each subject that we take on can be head-spinning in its complexity. Our expertise is to dive right in, to behave like treasure seekers, and to get our hands dirty before bringing out the gems: our sparkling insights.
Mixing methodologies to report on reality
In a product there is not just the packaging angle, or the brand or even its sensory aspects. Consumers will view the product as a whole, according to the facets to which they are most sensitive. Similarly, our understanding of the profession tells us that there are not just qualitative studies, or strategy, or semiotics, or quantitative, digital, or sensorial research, or neuroscience. Depending on the subject, we take a hybrid approach so that we can address your subject in the most appropriate and accurate way possible.
Bringing out understanding but also feelings
Have you ever tried to explain why a piece of music appeals to you or why you like a certain fragrance? You will never manage to describe such an emotion with words alone, no matter how well chosen. At DreamCentric, we deliver reports to make you feel the results, to understand your consumers better and to sense their emotions. Believe it or not, some of our clients have wiped back a little tear on feeling their consumers’ emotions. Isn’t that right Anaïs? Or Stéphane?
An international network of experts
Our long experience in research has allowed us to choose, among the partners we have encountered worldwide, those who most closely match our sensitivity and who we believe to be the best. Thus, DreamCentric has an independent network of excellence which does not weigh itself down with the limitations of a traditional business model.
Business first?
We do not conceive our research based on an all-consuming obsession of profitability : this does not determine our methodologies or the partners whom we choose. And do you know what? This has sometimes cost us dear, even an arm and a leg, but we have survived just fine.
After sales
We do not stop after our presentation of the results. We will continue to want to share with you, even years later, the ideas that we’ve had thanks to other fieldwork and about other subjects.
At DreamCentric, After Sales means being present whenever you need us. This is an expression of our commitment.
THEY TRUSTED US
