Pre-test · Method · Decision
Test more, iterate more, fail sooner — to decide better.
From first instinct to the words that land. Pre-test a concept, a film, a radio spot, a print ad — with credible synthetic personas, calibrated to your real audience. Built to sharpen judgment, never to replace it.
Method over Magic.
Measurement still measures. What changes is how it meets the decision.
Between instinct and a full study, a layer was missing — too costly to exist. Synthetic personas change that: explore thirty directions where you once tested three. Put an instinct to the test in hours, before you commit a budget. Measurement still stands. What moves is the moment you decide.
From strategy to the words that land.
Pre-test a concept, a film, a radio spot, a print ad — before you commit, and all the way to the final wording.
Find the direction
Test an instinct. Compare ten concept territories instead of three. Pressure-test a positioning against its alternatives — before you commit a creative or media budget.
Nail the promise
The direction is set. Now the hard part: the words. Compare versions of the message, the claim, the tagline — so the promise lands before you go to market.
Any stage
TV film, radio spot, print ad, product concept — as a storyboard, finished, or as a stimulus with its description. We test what you have, at any stage.
One brief. As many angles as the decision demands.
Insights, debriefs and client-ready reports — in hours, not weeks.
One brief
You describe your subject and your audience. Everything starts there — no heavy setup.
Quantitative study
Fifty to five hundred calibrated synthetic personas, to compare and prioritize.
1:1 interviews
In-depth one-on-one conversations, to understand the why behind the numbers.
Focus group
A simulated group dynamic, to surface tensions, agreements and weak signals.
This agility isn't a bonus — it's how the product works, and how we work: with clients and partners alike. Insights House, in Morocco, is one example: an agency bringing the method to its own market.
Method over Magic.
It's not the models that deliver. It's the rigor of the protocol around them. Psychographic depth, calibration against the real world, a close watch on AI positivity bias, protocols versioned like questionnaires. We read relative gaps — which concept wins — far more than absolute scores.
The how is a conversation. With you, on your project.
A read on the market.
Innovation that works, in service of the decision.
Dr Laurent Florès
Thirty years in insight — entrepreneur, practitioner, researcher
At Ipsos and Kantar (Millward Brown), in the US and across Europe. Founder of CRM Metrix, an early mover in the online research revolution twenty-five years ago. Past president of ESOMAR. Today, professor at Université Paris-Panthéon-Assas.
One thread runs through all of it: innovation that actually works in market. That's what FlashInsight is built on. It's also why he teaches — through L'Atelier IA, where practitioners and leaders take stock of what AI really changes for the decision.
His read on the market isn't a bet. It's thirty years in the field, paired with an active watch on the latest research.
A project in mind? Let's talk.
Concept, campaign, positioning, promise — let's see what the method can surface.
Discuss a project