You deserve better than a trend.

Obv is an independent research studio focused on the under-35s in France.

Obv builds studies that let brands understand their audience before acting: its habits, its beliefs, the mechanics of its identity.
Insights you can use the next morning for brands that want to make a difference.

In interviews or by questionnaire, on video or in the street.
Making the complex plain, and culture obvious.

Got a brief?The studies

Members per 25 km cell

1 to 3
4 to 6
7 to 15
16 to 45
46 and up

3,432active members

138,525responses collected

86 %completion rate

Age

91 % are between 18 and 35

46 % between 18 and 25, 31 % between 25 and 30, 14 % between 30 and 35.

Gender

52 % women, 46 % men

41 %live in the Paris region

Rest of the panel

584towns

88départements

13regions

Declared interests

Mode
Musique
Sport
Cinéma
Food

Research firms tell you how many. Trend agencies tell you when.Obv tells you why.

Obv studio manufactures cultural clarity, to light up the decisions that will shape your future.

Drivers ≠ demographics

Obv goes after what actually moves people: the emotional, psychological and economic drivers hiding behind a behaviour. What makes them act, what shapes their identity, what shifts their culture.

Cross-disciplinary

When a subject raises a question beyond us, obv gathers and interviews the people best placed to answer it. Crossing points of view always buys relevance.

Inside the cultures that make up Culture

The truth about people rarely sits at national level. It sits inside scenes of 500,000, or of 1,000. Obv knows how to talk to the right people to understand their point of view, and their community's.

Our latest studies

Every study is the exploration of a cultural field. Open one to read the detail.

In Paris, everyone's into running. But no one takes the time to ask the questions you need to understand why.

What motivates young Parisians to start running? How does this activity strengthen their identity? We went and spoke with runners. And we explored their world: running practices, races, running clubs, and influences. More than just trends, our findings reveal profound cultural shifts and provide tools to track them: the Running Maturity Score, a classification of 10 different types of runners, and a playbook for brands in the industry.

Key numbers

66%

of runners feel more attractive since they started running.

82%

of them wear their running clothes outside of exercise.

39%

felt like a runner for the first time during their first race.

Read the full study

Why do French youth march every Sunday for the planet while the same generation wears Shein?

The paradoxes of the eco-conscious generation in 12,193 responses. 98% of 13-28 year-olds say they care about the environment. And yet: they buy fast, buy a lot, and dress according to hype cycles that keep accelerating into the absurd. We set out to understand this blockage and to offer 6 ways to get out of it. For brands, for individuals, for the whole industry.

Key numbers

12 193

quantitative respondents

average age of respondents

33%

considers themselves eco-anxious

Verbatims

« Why should we be the ones to limit ourselves, when older generations did whatever they wanted for years? »
Joyce · 19

« Sometimes you buy a piece and by the time it arrives, you've forgotten you ordered it and you wonder if you even wanted it. »
Sarah · 28

« Being eco is hard. It just doesn't feel good. »
Ambre · 20

Read the full study

Every obv study delivers four things.

A cultural audit

What they believe. What they do. What they love. What they want to see change.

A typology

The profiles that make up the audience are identified, named and explained. With as much nuance as we can carry.

A proprietary index

A bespoke statistical tool with its own reliability score. A vague notion becomes a number you can compare.

A playbook

Concrete ideas to turn your insights into things you can ship: strategies, activations, campaigns, events.

From brief to results, four to six weeks.

How a
study

From the first framing call to the spoken debrief, every obv study follows the same structure. The length depends on the depth you want and the number of respondents targeted.

Brief and framing

You brief us

Quantitative fieldwork

Clustering

Qualitative fieldwork

Analysis and narrative

Presentation

You have your answer

Rafael
Janosevic

Founder · Researcher · Paris

Eight years in the field

Rafael has been producing cultural analysis for eight years. Campaigns, activations, communities built and run, but above all thousands of hours spent listening, asking questions, digging.

What has fascinated him from the start: everyone has something interesting in them. You just have to know where to look. Obv is that conviction, put to work for the people looking for clarity in the present.

You deserve better than a trend.