Case study: Anne Baudry, Customer and Market Research Manager at METRO France. • Businesscoot

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Can you introduce METRO France to us?

Our business is the sale of products - mainly food - and the provision of services to professionals in the food industry mETRO France currently has 400,000 customers, with a catalog of 50,000 products. The company employs 9,000 people in 99 sales outlets

What is your mission?

I am a i'm in charge of market and customer research, within the Marketing Department. One of my missions is to collect data to allow, for example, to test new products, new concepts

What is the "pain point" (pain, difficulty) that Businesscoot studies address?

We need to get a quick overview of a market before digging deeper. Unlike traditional retail, where there is a lot of data available, professional distribution suffers from a lack of information availability

This is even more difficult when we are looking for we have to provide information on very confidential markets

That's why we turned to Businesscoot research, because the depth of the research catalog is quite unique. You can find studies that are not covered elsewhere, such as the study on the market for hallal meat

Can you give us examples of use cases?

We may need to know more about a particular customer segment: luxury hotels, caterers... But we have also needed more specific studies on products or services. It varies from one subject to another

Who are the internal users of the studies?

The managers of each market, the sales force, the project teams... The users vary, once again, depending on the subject and the angle

How did you hear about Businesscoot?

By doing research on the internet. I was looking for information on a particular market. I saw that it was covered in one of your studies

What are the points of differentiation of Businesscoot studies?

First of all,their affordable price (89 euros)! A classic market study usually costs between 2,000 and 3,000 euros: a very high price compared to our need, which is to get an initial idea of a market

Businesscoot studies are also concise, synthetic, modern, well updated.. I can scan the study in 10 minutes to see if it meets my needs. The sources are clearly indicated. There is no ambiguity about the source of the information. The homogeneity of the framework from one study to the next also makes it possible to quickly find your way around the studies, for example with the sheets of the main players at the end of the studies

This is a very good starting point, to know if we are going in the right direction. It saves us time. We can then conduct a more in-depth ad hoc study

Can you sum up Businesscoot's research in 3 words?

Accessible
Synthetic
Precise