In a world where consumer behavior is shifting faster than ever, understanding people’s needs, values, and aspirations has become the key to building brands that truly resonate. In this episode of our Consumer Intelligence series, we sit down with Marie Duvivier, Strategic Consultant at Peclers Paris and Head of the newly created Consumer Intelligence Department, to explore how brands can go beyond trends to uncover the deeper forces shaping tomorrow’s audiences.
You’ve been with Peclers Paris for 7 years. Can you tell us about your background and what led you to take on the role of Head of Consumer Intelligence today?

Hello, I’m Marie Duvivier, Strategic Consultant at Peclers Paris, and I have the pleasure of leading our newly created Consumer Intelligence Department.
Throughout my journey with Peclers Paris, my work has always revolved around helping clients understand their audiences’ challenges and designing strategies that create real impact. Over the past few years—and even more so since the COVID-19 crisis—consumer insight has emerged as a critical lever across industries. Whether it’s about attracting new audiences, refining segmentation, boosting media targeting, or expanding into new markets, brands now realize that deep consumer knowledge is no longer optional, it’s essential.
For Peclers Paris, this has been an opportunity to accelerate our transformation: from our roots in fashion and textiles to becoming a creative strategy consulting agency in prospective trends. The launch of the Consumer Intelligence Department is a key milestone in this evolution, reflecting our client-centric mindset and enduring passion for understanding people.
How would you define Consumer Intelligence today?
I see Consumer Intelligence as a strategic expertise at the core of business and marketing strategy.
At its heart, it’s about understanding what truly drives people—their needs, desires, values, habits, perceptions, and beliefs. Our role is to decode these signals and transform them into actionable strategies that give brands clarity and direction.
In short, we help brands see their consumers not just as “targets,” but as real, multi-dimensional individuals.
And why does it matter so much today?
Because the world is in constant transformation. Markets shift. Expectations evolve. Consumers are more fragmented and complex than ever before.
It’s no longer enough to simply follow trends. To stay relevant, desirable, and connected to culture, brands need to understand the deeper forces shaping people’s lives. That’s where Consumer Intelligence becomes a strategic compass, helping brands navigate uncertainty and build meaningful, resonant strategies.
What sets Peclers Paris’ approach apart, and how do your proprietary methodologies shape and strengthen your Consumer Intelligence expertise?
At Peclers Paris, we take a sensitive, analytical, and forward-thinking approach to consumer intelligence. We don’t just track societal shifts—we explore how these shifts impact people on an emotional, cultural, and behavioral level.
Our mission is to help clients develop an empathetic understanding of who their audiences are today and who they’re becoming tomorrow. This vision allows us to craft future-ready, 360° strategies grounded in human relevance.
We blend data precision with the art of insight and creative foresight, turning complexity into clarity.

To achieve this, we’ve developed three proprietary tools:
- Aspirational Portraits – to map consumers’ imaginaries, values, and lifestyles, and bring to life the brand’s aspirational target.
- Futures Tribes – to identify value-driven communities using robust data and cultural analysis.
- Future Consumers – to align these insights with CRM tools and media audiences for maximum impact.
Aspirational Portraits: How does it work, and how does it create value for brands?
Aspirational Portraits is a dynamic framework that evolves over time, helping brands identify and connect with the imaginative worlds their audiences aspire to.
Unlike a typical marketing persona, this portrait goes deeper—it’s a strategic vision of the future audience:
- Who do we want to reach tomorrow?
- What drives them, inspires them, and shapes their lifestyle?
- What brands do they resonate with?
It’s not about building a fictional character, but rather bringing to life the emotional universe the brand wants to evoke.
Used internally, an Aspirational Portrait acts as a north star—aligning teams, guiding creative choices, and ensuring coherence across every touchpoint. It’s a powerful tool for building culturally relevant brands that genuinely connect with evolving needs.

Can you share a concrete example of this methodology?
A perfect example is our work with Nespresso since 2019.
As the brand sought to shift toward a more sustainable, inclusive form of luxury and attract younger audiences, it became essential to identify and bring its future consumer to life. Beyond the iconic presence of George Clooney, the key question was:
“Who are the next Nespresso consumers we want to engage?”
We defined this audience as “The Sophisticated Environmentalists.”
This aspirational target quickly became the cornerstone of Nespresso’s new vision—a shared reference for every team member, guiding decisions from communication campaigns to retail experiences and visual identity. It’s not just a tool, but a source of empathy and inspiration, keeping the brand laser-focused on building a more relevant and resonant Nespresso.
How is this sensitive and prospective understanding of consumer desires essential in today’s societal transformation?
In times of transition and reinvention, understanding people’s deepest desires allows brands to stay in tune with the spirit of the times.
But it also paves the way for bold, meaningful narratives—more responsible, more expressive, and more human.
This is how brands move beyond relevance to achieve cultural resonance—to become not just seen, but felt.
Consumer Intelligence is no longer a “nice-to-have”—it’s a strategic cornerstone for any brand seeking to thrive in a rapidly evolving cultural and economic landscape.
Peclers Paris is pioneering this approach, blending creativity, prospective, and human empathy to help brands build a future that resonates.
▶ Want to dive deeper? Watch the full video with Marie Duvivier on our YouTube channel, and stay tuned for the next episode of our Consumer Intelligence series.