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French marketing research looks abroad

Mark Whiting, Research Director at Hennessy, was quite content with the support he got from French marketing research agencies. He pointed out that 99% of the cognac brand’s business was conducted outside France, and he therefore could not expect to find everything he needs among French agencies. What drives his desire to work with a particular agency?¹⁰

Above all, I’m looking to work with agencies who understand the business issues which concern us and who can make recommendations as to how to solve those issues, based on the research data that they have collected. This means searching near and far, so sometimes I find what I’m looking for in France, and sometimes I use agencies in the UK, the US and Asia.