What Adwise does

Adwise is a privately held Paris-based market research and strategic foresight consultancy founded in 2003 by Florence Hussenot, operating as a SARL with a single office at 35 Rue Godot de Mauroy in the 9th arrondissement. The firm serves B2B clients across at least 12 sectors including FMCG, retail, automotive, insurance, banking, energy, media, telecom, healthcare, real estate, professional services, and the public sector, with documented project delivery in France, the UK, Spain, and Italy via an Esomar-vetted partner network. Its service offering is organized around four pillars — Customer Knowledge & Science, Long-term Thinking (prospective), Innovation Consulting, and Brand Strategy — delivered through bespoke qualitative and quantitative research, digital community programs, social listening, and co-creation workshops.

Adwise's core technology stack consists of three registered proprietary frameworks: TrendsLab™, a sociocultural trends observatory structured around five transformation axes, three macro-trends, and 20–25 drivers; Protopia™, a foresight methodology combining systemic thinking, macro-trends, and scenario planning to generate actionable brand and innovation pathways; and Team Factory™, a community of creative talent (designers, art directors, fashion and dance professionals) used for brand expression and innovation co-creation. These frameworks are supported by digital community engagement platforms for ongoing consumer dialogue and social/web listening tools, and the firm emphasizes a 'life-centric' (rather than buyer-centric) lens rooted in sociology, anthropology, and social psychology.

The business model is professional services on a project-based, bespoke engagement basis, with no disclosed pricing, no standard rate card, and no self-service channels. Revenue derives from qualitative and quantitative research studies, strategic consulting engagements, and foresight projects, initiated through discovery meetings and delivered directly by the Paris-based team. The firm is independent, has not raised external capital, and is recognized through 2023 and 2024 awards at the Trophées Etudes & Innovation (Gold in Innovation Product, Study of the Year, and Gold in B2B Study). Headcount is reported as 1–10 employees, with the founder-CEO personally anchoring the brand and the firm operating a lean delivery model that scales through partner networks and the Team Factory™ creative community rather than full-time hiring.

Name

Adwise

Legal name

ADWISE, SARL

Website

https://adwise-research.com

Company type

Private

Founded year

2003

Operating status

Operating

Headcount range

1–10 employees

Ownership category

akta.pro rank

Product category

Market Research Consulting

NAICS

Marketing Research and Public Opinion Polling (54191), Marketing Consulting Services (541613), Marketing Research and Public Opinion Polling (541910), Advertising Agencies (541810)

SIC

Services-Advertising Agencies (7311), Services-Management Consulting Services (8742)

akta.pro primary industry

Product & Innovation Research (Concept, Pricing, Packaging, Conjoint) (MPAAALAI)

akta.pro secondary industries

Brand & Advertising Research (Brand Health, Copy Testing, Campaign Effectiveness) (MPAAALAG), Market Research, Analytics & Consumer Insights (BPAFAAAM)

Keywords

• Market research consulting
• Strategic foresight services
• Consumer insight studies
• Innovation consulting services
• Brand strategy consulting

Headquarters

HQ city

Paris

HQ country

France

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Technology or R&D, Marketing or Sales

Revenue model

1. Market Research and Consulting Studies: Adwise generates revenue through bespoke qualitative and quantitative market research studies, strategic consulting engagements, and foresight projects for B2B clients. Studies are typically project-based and tailored to specific client needs, covering customer knowledge, innovation, and brand strategy.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels6 records

Core offering

Adwise Research is a Paris-based market research institute and strategic foresight consultancy that delivers bespoke qualitative and quantitative research, consumer insight studies, prospective trend analysis, and brand and innovation strategy engagements to enterprise clients. Its work is organized around four service pillars — Customer Knowledge & Science, Long-term Thinking, Innovation Consulting, and Brand Strategy — and is differentiated by three proprietary frameworks: TrendsLab™ (sociocultural dynamics observatory), Protopia™ (foresight methodology), and Team Factory™ (creative talent community).

Product overview

Adwise Research is a marketing research and consulting institute headquartered in Paris, operating as a services-based consultancy rather than a software product company. The firm offers an integrated suite of proprietary research and strategic services organized around four core pillars: Customer Knowledge & Science, Long-term Thinking (Prospective), Innovation Consulting, and Brand Strategy. Key proprietary offerings include TrendsLab™ (a sociocultural dynamics observatory), Team Factory™ (a creative talent community), and Protopia™ (a foresight methodology framework). These services are delivered through hybrid research approaches combining qualitative and quantitative methods, digital community platforms, social listening, and prospective analysis. The company serves B2B and B2C clients across diverse sectors including FMCG, automotive, retail, insurance, media, and food/beverage.

Differentiator

Problem solved

Functional benefit

Products and services

• TrendsLab™ A proprietary sociocultural trends observatory offering strategic foresight services to enterprises — mapping 5 axes of transformation, 3 macro-trends, and 20–25 drivers to interpret Western societal dynamics and consumer aspirations.
• Protopia™ A foresight-based consulting methodology that integrates systemic thinking, impact factors, macro-trends, and sociocultural dynamics to build desirable and actionable scenarios for brand and innovation strategy engagements.
• Team Factory™ A creative talent community of graphic designers, art directors, product/experience designers, fashion and dance professionals used to generate new brand expressions and innovation narratives within client projects.
• Customer Knowledge & Science A core consultancy pillar that uses human-science methods, ethnographic observation, and foresight tools to deliver current consumer and market understanding for marketing and brand teams.
• Innovation Consulting A core consultancy pillar delivering iterative co-creation engagements to identify, develop and validate new product, service or experience opportunities — including opportunity territories, prospective personas, ideation workshops, and concept testing.
• Long-term Thinking Services A core consultancy pillar applying prospective (foresight) methods to marketing, including opportunity research, hypothesis evaluation, prospective persona development, and Protopia workshops for long-horizon strategic planning.
• Brand Strategy A core consultancy pillar that measures, regenerates and strengthens brand territories through platform development, positioning work, and messaging strategy assignments.

Quantifiable outcome

• La Vie Gen Z plant-based product study identified 8 opportunity territories, 20 concepts, and 30 products; 8 products tested with strong consumer adhesion for 2024 launch
• +5 more outcomes

Named customers41 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

One partnership is on record.

• EsomarminorStrategic or Co-development PartnerAdwise is a member of Esomar, the global association for market, social, and opinion research. Membership provides access to industry standards, professional development, and an international network of research partners for multi-country studies.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Kantar: Kantar is a global research and insights powerhouse with a strong brand-measurement and innovation practice (Kantar BrandZ, Kantar Worldpanel, Kantar Consulting). It overlaps with Adwise on brand strategy and innovation research for major advertisers but operates as a broad, multi-method incumbent.
• Ipsos: Ipsos is the global #3 market research firm with deep operations in France, offering syndicated and custom research across brand, innovation, customer experience, and public affairs. It competes for the same enterprise marketing budgets Adwise targets, but at vastly greater scale.

Direct peers

• BVA Group: BVA is a major French market research and consulting firm offering qualitative, quantitative, and innovation research across consumer and B2B segments. It is the most direct French-headquartered peer to Adwise, operating in the same enterprise marketing research category.
• System1 (formerly BrainJuicer): System1 is a London-headquartered research firm specializing in creative effectiveness, brand tracking, and innovation research grounded in consumer psychology. It is closely comparable to Adwise in its focus on innovation and brand strategy research using behavioral science.
• Harris Interactive France: Harris Interactive is a Paris-based market research firm providing consumer insights, brand tracking, and innovation studies to French and international enterprises. Comparable to Adwise in client base (large French brands and public institutions), services (qual+quant), and Paris location.

Emerging players

• Toluna: Toluna operates a global technology-led consumer insights platform combining DIY research with qualitative communities and panels. It competes for portions of Adwise's qualitative and innovation research work, especially among clients seeking faster, tech-enabled delivery.
• C Space: C Space is a global customer research and online community firm helping brands build ongoing consumer relationships and co-create innovation. It overlaps with Adwise on digital community research, ethnographic insight, and innovation co-creation methodologies.

Regional players

• NTENT / StratAdviser: StratAdviser is a French strategic foresight and innovation consultancy that, like Adwise, blends prospective methods with marketing and brand strategy. It is a regional peer given its French footprint and shared foresight methodology orientation.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xtwitter.com/adwise
• LinkedInlinkedin.com/company/adwise-research
• Facebookfacebook.com/AdwiseResearch

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Adwise