Utilisation des cookiesEn poursuivant votre navigation sur notre site, vous acceptez l’installation de cookies sur votre poste, à des fins statistique et de personnalisation du contenu, dans le respect de notre politique de protection de votre vie privée.
Pour en savoir plus et paramétrer les cookies, cliquez ici.

You are here: HomeCorporateThe Médiamétrie GroupMarketingScan › Discovering consumer behaviour

Discovering consumer behaviour


MarketingScan was created in 1994 with GFK Ag. MarketingScan provides expertise in three areas.


  • Tests under real conditions


BehaviorScan®: the unique real-conditions market-test which enables advertisers to measure the impact of a marketing-mix change (such as the launch of a new product, the effectiveness of a new TV advertising, the change in a media plan or a new merchandising strategy).  BehaviorScan® is available in four cities: Angers, Brive-la-Gaillarde, Le Mans and Poitiers.

View Test®: a unique methodology to test the effectiveness of new TV advertising, or the change of media planning, on attitudes or/and sales under real conditions.


  • Measuring the effectiveness of advertising and promotions on sales

MarketingScan Media Solutions®:  a unique solution in France, a purchase–media single source on FMCG products, which measures the influence of being exposed to media campaigns on buying behavior. This approach representative of French households, enable to understand the whole purchase process.


MarketingScan follows daily:


-          Purchases of 17 000 French household on FMCG banners

-          The in-store context (promotion, price, assortment…) in the stores where those households go shopping,

-          As well as their real media exposure.


MarketingScan stands by stakeholders throughout their media decision-making process:


-          Cross-media profiling, in order to refine the targeting of the most “useful” consumer,

-          Through tests media, allowing to validate  in real condition the best hypothesis,

-           By the media assessment to optimize the impact of a campaign, both from attitudinal point of view to the buying behavior.

-          And finally, the modeling of the annual media activity in order to maximize the ROI


  •   Shopper analysis


Consumer Zoom: Developed in partnership with three French FMCG banners (Auchan, Cora and Système U), Consumer Zoom follows 16 billion customers who hold the store’s loyalty cards to measure shoppers’ behavior at the point of sale. The Consumer Zoom tool’s size enables quicker and more accurate measurement than panels. Consumer Zoom will help marketers on various topics like the launch of new products, the effectiveness of promotional operations and the impact of a relationship-based marketing program, for example... Consumer Zoom will also help manufacturers to identify growth opportunities for categories within each partner store or retailer.

» To access the MarketingScan site, click here