01 — Our origins
Founded by Jacques-Pierre Mariot, ACMÉ was one of the first French firms to break with classical survey techniques — to free what consumers had to say, and reach their deepest motivations.
Qualitative and foresight research firm, founded in 1976. Fifty years in the field, more than 3,500 studies run in France and internationally.
Founded by Jacques-Pierre Mariot, ACMÉ was one of the first French firms to break with classical survey techniques — to free what consumers had to say, and reach their deepest motivations.
Holding two worlds up against each other: that of consumers — beliefs, rituals, representations, values — and that of brands. Decisions are made in the coherence between the two.
Our investigation methods evolve continuously: clinical and ethnographic approaches, contributions from neuroscience, strategic benchmarking, exploration of societal trends, digital studies and online communities.
"Making the real appear as a special case of the possible."
Our experienced consultants run the fieldwork themselves. The person who analyses is the one who listened: nothing is lost between the customer's voice and the recommendation.
The quality of the analysis begins with the quality of the interview. We surface beliefs, rituals and deep motivations — what actually structures decisions.
We design every study to measure and adjust it as it runs. A size that allows closeness, flexibility and responsiveness.
Social psychologists, semiologists, psychologists, marketing and intercultural specialists: our consultants design the research, run the fieldwork themselves and support the rollout of the results. Market leads in Spain, Germany and the United Kingdom extend the firm across its international fieldwork.
Chairman and CEO of ACMÉ Consultants, he works in France and internationally alongside innovators and executives. Always in the field with users, he is a reference expert in innovation and design for EDF, Sanofi, Gedimat and Nexity, whom he supports in customer knowledge and the creation of innovative concepts. He has also taught design thinking and customer experience for 6 years at emlyon business school (executive programme).
The conductor of ACMÉ Consultants, Thuy runs the firm and leads studies at the same time. She steers strategy, budgets and client relationships. In the field, she has been running multi-country studies for over twenty years and built ACMÉ's European network — the guarantee of intercultural expertise and a shared standard of quality. From automotive (Renault Group, Stellantis) to consumer goods (McCain, Clementoni…) and major players such as ADP, she supports her clients with rigour and flexibility, and unfailing good humour.
A social psychologist by training, Virginie brings ACMÉ an expert eye on human and collective dynamics. She designs research setups, moderates groups and workshops, and puts her fine reading of intercultural dynamics at the service of every project. From automotive (Renault Group, Stellantis) to retail, the public sector and research (Le Printemps, CEA, local authorities, La Fabrique Spinoza), she informs decisions through a deep understanding of what makes sense to groups.
A psychologist by training, Marian has been running international qualitative research for fifteen years, with genuine expertise in multicultural analysis. Lead for the Spanish and Latin American markets, she conducts ethnographic interviews, focus groups and innovation workshops in French, English and Spanish. From automotive to food and fragrance (Lactalis, L'Oréal…), a researcher curious about “everything that makes us human, our stories and our contradictions”.
With a dual background in philosophy and journalism, Céline is drawn to the Other in their aspirations, behaviours and interactions. Attentive and curious, she has built over 20 years a precise mastery of qualitative research. Inspired by maieutics, she grasps consumers' deep expectations beyond conventional discourse.
A semiologist by training (CELSA, Sciences Po), Alexis designs and leads qualitative and foresight studies, and supports brands in auditing and positioning themselves. From automotive to luxury (LVMH, L'Oréal Luxe…), he decodes the imaginaries and cultural codes that give brands their meaning.
Bicultural and bilingual French-German, Laurence is our lead for the German market, from fieldwork to debrief. A specialist in online and offline qualitative approaches for over fifteen years, she decodes usage — from automotive to cosmetics and retail (Arte, Yves Rocher, Carrefour…) — with a real talent for opening people up.
ACMÉ's partner in the United Kingdom, Simon is our lead for the British market. He designs and runs qualitative studies across the Channel in a wide range of sectors — from automotive to consumer goods — with a fine grasp of British consumers' expectations and codes.
A graduate in innovation project management from IRIIG, Louis runs interviews and excels at building the processes that make the team faster and sharper.
A polyglot (French, German, English, Russian), Vera runs interviews across ACMÉ's many international fieldworks.
Bilingual French-English, Hélène is a meticulous and curious research executive, always perfectly prepared and attentive to the smallest detail.
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