Research and Strategy Agency in Emotional Marketing
To make the Sensitive, Intelligible and Actionable …
« In Anthropology, you must consider that the Other, in his otherness, always has Reason, because he has his Reasons, it's up to you to discover them! » (Denys Cuche)
Why « The New Anthropology » ?
First of all because Anthropology is our main theoretical anchor. With its three competences in cultural, social and symbolic Anthropology, The New Anthropology, displays this identity and the related skills of decoding, analysis and anticipation.
Secondly, because Anthropology is by definition the human and social science, which aims to apprehend the Other in his or her otherness, in order to understand the reality in which he or she lives. And it is in the understanding of this reality that one's behaviors, one's uses, one's choices, its decision-making processes become intelligible, "anticipatable" and actionable. Anthropology is therefore profoundly marketing.
And to go even further in this demonstration of legitimacy, we consider Anthropology to be the most "client-centric" of the human and social sciences, since it consists in understanding the experience of the other (and therefore potentially the client-experience) from within his or her experience. So at TNA, rather than marketing targets, touch points and tactics, we talk about clients, experiences, emotions, understanding, anticipation and strategy.
We also think it is worth remembering that Anthropology is not just "going to the client to see how things are going", but that Anthropology is a Human Science that is more than 100 years old, with tools, concepts, paradigms and frameworks of analysis that offer A REAL STRATEGIC ADVANTAGE in terms of understanding and anticipation.
In short, Anthropology, through the power of its analysis, allows you to reach THE WEAK SIGNALS (not really conscious but present in the flower of the clients' consciousness), which then allow you to ANTICIPATE THE DESIRES of your clients and to be truly strategic.
Anthropology is, in the age of big-data, a real DEEP-DATA tool. So at TNA, we guide you towards STRATEGIC MARKETING rather than reactive marketing.
The New Anthropology then displays its MISSION in this purely anthropological posture, but applied to the MODERNITY of marketing; because we aim to help you understand the “real realities”, experiences, intimate mechanisms, imaginations and deep motivations of your clients, in order to help you act strategically these EMOTIONAL DRIVERS.
« The wild thinking is not the thinking of the wild people but the thinking in its wilderness » (Claude Lévi-Strauss)
Our Philosophy is based on the anthropological observation that the individual is certainly the actor of his decisions, but "he is also acted" by deep, emotional or even irrational motivations, of which he is not aware.
Thus, when many institutes consider, due to lack of competence or intellectual laziness, that this Irrationality is only an emotional detail, or even a parasite of the decision-making process; at TNA we pay great attention to this Irrationality. We already consider it to be a misnomer, because the term "irrational" carries a hollow definition of what it is not (the irrational is by definition what is not rational).
In Anthropology, Irrational is considered a separate cognitive process, "a thought in the wilderness" or an expression of the limbic brain (seat of emotions) and therefore a process that informs your clients' emotional decisions and choices. We have taken this bias even further by developing DeeperSight®, a Flash-Hypnosis-based emotional exploration tool to bypass the rational mind of your clients and directly access their irrational motivations (www.deepersight.fr).
Why is Emotion so important at TNA? Quite simply because it is outside of consciousness, in that limbic brain, that the true LEVERS OF DESIRABILITY are to be found. Thus, for our Marketing Strategy recommendations, we always look at the consumer from the perspective of his limbic brain (or emotional brain); because we are convinced that acting on the consumers’ emotions is a way to make them live an experience, to short-circuit the brakes of their reason and above all to ACTIVATE THE EMOTIONAL LEVELS OF DESIRABILITY.
« A map is not the territory it depicts » (Alfred Korzybski)
At TNA, we understand the business of qualitative research and marketing strategy based on three disciplines that allow us to 1) explore, 2) de understand et 3) act strategically :
« Let's not forget that emotions are the great captains of our lives and that we unknowingly obey them » (Vincent Van Gogh)
Ad'hoc Qualitative Exploratory Studies (based on in-depths, focus-groups, ethnos, observations...) aiming to help you understand the customer experience, to bring out the rational and emotional motivations and to model your consumers in ideal-types in order to 1) generate THE RIGHT INSIGHTS and 2) develop the MOST EFFECTIVE MARKETING STRATEGY..
Innovation Workshops, which use gentle and conversational hypnosis, NLP and creativity techniques to stimulate the emotional brain and bypass the rational brain. With this approach, we target the emotional and rupturistic territory of the "PERCEPT" (purely sensory and emotional expression of a benefit) which we then convert into Product / Service Concepts.
Deep Brand Design strategy (based on in-depths and focus-groups, hypnosis...) that aims to stimulate powerful emotional levers in brand adhesion. TNA, skilled in the analysis of myths and archetypes, proposes to fill or simply reinforce your brand with a story/narrative that stimulates, and inspires your customers... to make them no longer mere consumers of your products but FANS of your brand.
International Qualitative Studies (based on in-depths, focus-groups and ethnos) with a focus on CULTURAL ANTHROPOLOGY. Our expertise in the management of international qualitative research is based on 1) an experience of more than 50 international qualitative projects carried out in the automotive world, both for PSA and Renault and 2) a network of international partnerson the 4 major continents.
DEEPER SIGHT® is a tool developed by TNA based on Flash-Hypnosis, which allows you to dive deep into the unconscious and emotional motivations of your consumers. The approach is practiced in individual or mini-group mode, and instantly alternates classic interview phases with phases of deep hypnosis, literally giving voice to the unconscious mind. www.deepersight.fr
Our approach is to consider evolving uses, practices and representations. This work in "STRUCTURALIST FUTUROLOGY" consists in 1) identifying and differentiating cultural and societal structural trends (lasting over time) from cyclical trends (destined to disappear); and 2) building scenarios of evolution in a triple coherence: technological, societal and cultural.
Sylvain Flender, Anthropologist, Semiologist and Hypnologist has been working in qualitative research, innovation and strategy in emotional marketing for years. Rather than a sector expertise, he offers a methodological expertise totally ad'hoc to adapt to each project..
Sylvain Flender is a graduate of the University Paris V Renée Descartes of the Sorbonne and has a double master's degree in Social and Cultural Anthropology and a master's degree in Social Psychology. Very early on, he specialized in Symbolic Anthropology to go beyond the declarative and understand what acts the individuals. He then worked on urban and intra-family violence in Criminology for the National Homeland Security Institute (IHESI).
He then discovered qualitative studies at Research International (now Kantar TNS), where he worked for 8 years and specialized in exploratory studies of uses and images, managing international qualitative projects in the automotive and telecom sectors.
In 2004, he set up as a Free Lance qualitative researcher for various institutes (Ipsos, Sorgem, Ifop, RI, DRC, TNS, Qualeia, Harrys Interactive...) and develops consumer expertise (food, body care...).
During these 8 years, he became the trainer for Orange and Renault in qualitative techniques (group moderation, content analysis and management of international qualitative projects).
He also refines his approach and his vision of studies through diploma courses in Ericksonian Hypnosis, Conversational Hypnosis, Classical Hypnosis, Street Hypnosis and NLP (at the French Institute of Hypnosis). He also trained in Creativity with Guy Aznard and in "Applied Semiotics" at the University of Limoges, where he obtained a Master's degree.
During this period, he also worked on using Anthropology applied to change management, in "disaffiliation" sessions at closed PSA automobile sites and in Korea at Samsung to change the culture of one of its subsidiaries.
In 2010, he founded The New Anthropology to formalize his approach of making the Sensitive (the emotional, the imaginary and the irrational) intelligible but above all actionable in marketing strategies.
His approach and his desire for multi-disciplinarity lead him to conceive new methodologies (Deeper Sight, Myth-Making...) but above all to develop a new approach for qualitative research and marketing strategy focused on the emotional.
10 Rue des Naclières 94120 Fontenay-sous-Bois The New Anthropology
+33(0)6 64 86 75 63