ETHICA PARTNERS

What ETHICA PARTNERS does

Ethica Partners is a Paris-based boutique market research and marketing consulting firm founded in 1998 by Monique Landriot. The firm operates as a SARL with registered capital of €24,500 and maintains two Paris locations — a registered headquarters at 10 rue de la Fontaine au Roi (75011) and operational offices at 385 rue de Vaugirard (75015). It serves enterprise clients exclusively in France, with no international footprint beyond Monique Landriot's prior international consulting experience.

The company's core offering is a portfolio of qualitative and quantitative research methodologies applied to consumer insight work. Branded proprietary frameworks include Coachings Consommateurs (in-situ purchase accompaniment and behavioral observation), Baromètre Qualitatif (longitudinal consumer attitude tracking), Trade-off Qualitatif (scenario testing with variable prioritization), Ateliers d'Experts (self-administered phases combined with group dynamics for prospective market evaluation), Ateliers Catégoriels (category dynamics analysis), and Parcours du Consommateur (full-cycle customer journey mapping). These are supplemented by traditional techniques including triads, behavioral observations, mystery shopping, and focus groups. Merchandising and point-of-sale studies are delivered in partnership with Mathema Partners.

Ethica Partners generates revenue through bespoke professional-services engagements sold directly to enterprise clients via senior-led, relationship-driven sales. Pricing is quote-based and not publicly disclosed. Named clients span retail (Auchan, Conforama), consumer goods (Coca-Cola, Petit Bateau, Royal Canin, Bonneterre, Madrange, Paysan Breton, Altadis), industry (Citroën, Gaz de France, Lafarge, Camping Gaz), services (Orange, Macif, Chèque Déjeuner, Maison de la France), hygiene/beauty (L'Oréal Pro, Colgate), and public sector (Conseil régional Poitou-Charentes). The firm does not disclose revenue, has not raised external funding, and shows no recent signals of expansion or modernization.

Name

ETHICA PARTNERS

Legal name

Ethica Partners

Website

https://ethicapartners.fr

Company type

Private

Founded year

1998

Operating status

Operating

Headcount range

1–10 employees

Short description

Ethica Partners is a Paris-based boutique market research and marketing consulting firm, founded in 1998, that delivers bespoke qualitative and quantitative consumer studies to French enterprise clients across retail, consumer goods, industry, services, beauty, and public sectors.

Ownership category

akta.pro rank

Product category

Market Research Services

NAICS

Marketing Research and Public Opinion Polling (54191)

SIC

Services-Advertising (7310)

akta.pro primary industry

Qualitative Research (Focus Groups, IDIs, Ethnography) (MPAAALAE)

akta.pro secondary industries

Product & Innovation Research (Concept, Pricing, Packaging, Conjoint) (MPAAALAI), B2B / Industrial Market Research (MPAAALAA)

Keywords

• Market research services
• Consumer insights
• Qualitative research
• Brand strategy consulting
• Merchandising research

Headquarters

HQ city

Paris

HQ country

France

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Consulting and Market Research Services: Professional services revenue from market research studies and marketing consulting engagements. Services include qualitative/quantitative studies, consumer coaching, expert workshops, mystery shopping, and focus groups conducted for B2B clients across multiple sectors.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels2 records

Core offering

Ethica Partners is a Paris-based boutique market research and marketing consulting firm (Cabinet d'Études et de Conseils en Actions Marketing) that designs and conducts qualitative and quantitative consumer studies for B2B clients. Offerings span consumer insights, brand strategy, merchandising studies, communication effectiveness measurement, and service marketing, supported by proprietary methodologies such as Coachings Consommateurs, Baromètre Qualitatif, Trade-off Qualitatif, Ateliers d'Experts, and Parcours du Consommateur.

Product overview

Ethica Partners is a traditional market research and marketing consulting firm offering a portfolio of qualitative and quantitative research methodologies. The core offering consists of specialized research tools including Coachings Consommateurs, Baromètre Qualitatif, Trade-off Qualitatif, Ateliers d'Experts, and Ateliers Catégoriels. These methodologies are complemented by foundational research techniques such as Triades, Observations Comportementales, Mystery Shopping, and Focus Groupes. The firm also provides consumer journey analysis (Parcours du Consommateur) and collaborates with Mathema Partners for merchandising studies. Services span retail/merchandising research, media communication analysis, and services marketing across B2B and B2C sectors.

Differentiator

Problem solved

Functional benefit

Products and services

• Coachings Consommateurs
• Baromètre Qualitatif
• Trade-off Qualitatif
• Ateliers d'Experts
• Parcours du Consommateur
• Mystery Shopping
• Focus Groupes

Named customers23 records

Segments6 records

Ideal customer profiles5 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.

• Mathema PartnersminorStrategic or Co-development PartnerPartnership for merchandising and design research. Studies are often conducted in partnership with Mathema Partners for point of sale and merchandising studies, with these collaborations having oriented certain strategic choices for clients.

Scale indicators3 records

Recent moves4 records

Direct peers

• BVA: BVA is a French market research and consulting firm offering qualitative, quantitative, and customer experience studies across consumer and B2B sectors. Like Ethica Partners, it competes for the same French enterprise research budgets in retail, FMCG, and services, but operates at significantly larger scale.
• Sphinx: Sphinx is a French market research and survey technology provider serving enterprise and B2B clients with qualitative and quantitative methodologies. It overlaps with Ethica Partners on consumer insight and brand strategy engagements in the French market.
• Occurrence: Occurrence is a French qualitative research and marketing consulting firm serving major brands with mixed-method consumer studies. It is closely comparable to Ethica Partners in methodology (quali depth, consumer insight, brand strategy) and target enterprise clientele.
• Harris Interactive France: Harris Interactive France is a market research and consulting firm offering qualitative and quantitative studies across consumer and B2B sectors. It competes with Ethica Partners for the same French enterprise clients in services, FMCG, and public sector.
• Heuristiks: Heuristiks is a French qualitative research boutique specializing in consumer insight and innovation research for major brands. It is closely comparable to Ethica Partners in methodology focus (qualitative depth, mixed methods) and boutique positioning in the French market.

Broad incumbents

• GfK: GfK is a global market research firm with strong consumer goods and retail expertise. It competes with Ethica Partners for the same FMCG and distribution client budgets in France, but at much larger scale and with integrated panel-based products.
• NielsenIQ: NielsenIQ is a global consumer intelligence firm offering retail measurement, consumer panels, and analytics. It competes with Ethica Partners indirectly, particularly on consumer goods client mandates where it offers scale-based quantitative capabilities the boutique cannot match.
• Ipsos: Ipsos is the largest France-headquartered market research group, offering full-service qualitative and quantitative research globally. It competes with Ethica Partners for the same French enterprise clients (e.g., L'Oréal, Coca-Cola, Orange) but at vastly greater scale and with syndicated products Ethica cannot replicate.
• Kantar: Kantar is a global market research and insights group with strong presence in France, offering brand, consumer, and retail research. It competes with Ethica Partners for the brand strategy and consumer understanding work of multinational clients like Auchan and L'Oréal.

Emerging players

• Elan Edelman (Edelman France): Edelman France (including Elan Edelman) provides consumer research, brand strategy, and communications consulting to enterprise clients in retail and FMCG. It overlaps with Ethica Partners on the qualitative and brand strategy dimension for similar marquee French clients.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/ethica-partners

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 ETHICA PARTNERS