Everything you wanted to know.

A cultural study decodes the behaviours, beliefs and codes of a given social group, not just what they consume. It seeks to understand the cultural identity that shapes their choices: who people are, what they belong to, what makes them act or change their mind. That identity is what drives consumption, what makes them adopt or reject a brand, what shifts their points of view. Where a classic market study measures purchase intent, a cultural study explains why a group does what it does and how its culture is evolving.

A traditional market study asks closed questions at scale to measure (market size, share, intent). A cultural study combines individual interviews, field observations and targeted quantitative surveys to explain the meaning of a behaviour. The deliverable is not a table of numbers: it is a documented analysis that a brand can use for its positioning, brand content or a product launch.

For a study commissioned by a brand, the price depends on the depth, number of targeted respondents and deliverables (report, presentation, raw data). A quote is provided after a first free, no-commitment scoping call. Studies published on the obv.studio shop (white paper + full study + data) start at 999 € excl. VAT.

Between 6 and 10 weeks for a commissioned study, from brief to final debrief. Typical breakdown: 1 week scoping, 1 week panel recruiting, 2-3 weeks fieldwork (qualitative + quantitative), 3 weeks analysis and writing, 1 week presentation and iterations.

Three things: a proprietary panel of 18-35 year-old respondents, not professional survey-takers recruited for the assignment; a hybrid methodology that systematically combines qualitative and quantitative on every study (most agencies do one or the other); a direct, human approach where you talk directly to Rafael, the founder, who runs your study and presents recommendations in person. No middle project manager, no handovers, no presentation by someone who never saw the field.

Fashion, sport, entertainment, food, gaming, cinema, mobility, art and design, creative hobbies, beauty and cosmetics, urban lifestyle in the broad sense. obv.studio focuses on youth cultures (18-35, mostly urban France) and the brands speaking to them. No pharma, no finance, no industrial B2B: we stay in the categories where culture is a core business lever.

Three pillars, combined on every study:
— Individual interviews: 8 to 20 one-hour semi-structured interviews, in person or remote.
— Participant observation and focus groups: 4 to 8 people, field immersion when the subject calls for it.
— Panel surveys: 200 to 1,000 respondents on the Obv panel, finely targeted by cultural profile.

The Obv panel is built in-house, not bought from a provider. As of now, 230+ active respondents (growing steadily) have voluntarily signed up on obv.studio, filled in a detailed demographic and cultural profile, and receive by email the surveys that match their profile. They take part for free and are automatically entered into a prize draw at the close of every survey.

It's the client's call. Some commissioned studies remain 100% confidential: results never leave Obv and the commissioning brand. Others are published as a free white paper + full study on the shop, with the client credited as a partner. Terms are set at the start of the engagement.

Create a free account on obv.studio. Fill in the welcome profile (9 questions, 2 minutes: age, city, interests). You'll then receive by email the surveys that match your profile, each with a prize to be won by random draw.

10 to 15 minutes for most surveys, with ten to thirty questions depending on the subject. You can pause and resume at any time: your answers are saved automatically.

Yes. Verbatims cited in published reports are never tied to your identity. Your demographic data is never shared with the brands commissioning studies: they receive only aggregated results.

No, and the distinction matters. Your personal data (name, email, individual demographic profile) is never resold or shared with anyone: it is prohibited by GDPR and it is our contractual commitment. What we sell to brands is aggregated, anonymised cultural analysis: overall figures, trends, verbatims detached from their author. A commissioning brand never receives a list of who answered what, only the conclusions. It is the standard model of any classic research agency, applied transparently.

Each public survey has a prize at stake, announced when it opens. At the close of the survey, one respondent is drawn at random among those who completed it fully. The winner is notified by email and has 30 days to claim their prize.

obv.studio is founded and led by Rafael Janosevic, a brand and cultural strategist with 8 years of industry experience (YARD, Views, Parenthèse Adventure Club). Graduate of Sciences Po Paris (Master in Communication, Media and Creative Industries).

obv.studio was founded in May 2026 in Paris, by Rafael Janosevic.

Yes, public studies published on obv.studio can be freely cited with attribution ("According to an obv.studio study published on [date]…"). For comment requests or interviews, reach out to rafael@obv.studio.

Yes, obv.studio is based in Paris (13 Quai de la Garonne, 75019). Studies are primarily run in France, with international extensions possible on request for global brands.