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CROP is recruiting!

Come and join a small and friendly team of seasoned researchers with years of experience in a variety of fields, in a company in full transformation (in the process of reinventing itself) Learn More >>

Are we selling refrigerators to Eskimos? Or branding: Value added or evil bait?

Why shouldn’t the emotional gratification created by “experiencing” the brand (or its “myth,” if any) be as legitimate as the practical use of a product? When you look at this example about the clothing industry, it is easy to see that these companies are selling much more than weather-appropriate clothing and accessories! Learn More >>

Fulfillment or money

In a nod to the epic speech made by Catherine Dorion, Member of the Quebec National Assembly, I’ll examine here two segments of Canadians: those who would rather have the money (20%) and those who are fundamentally more focused on personal fulfillment (50%). Learn More >>

Maximize your sales and conversion rate by getting to know your targets better!

So, you want to maximize your sales, the engagement and loyalty of your target audiences, and the success of your marketing and communication campaigns (ROI). No problem! We've got just the solution for you. Learn More >>

Social media – a need for recognition

I am often asked if the debates, discussions and controversies raging on social media are representative of the concerns of the general public. The question is whether social media truly reflect what people say and think in the real world. Learn More >>

Another look at Millennials

Not a week goes by without a colleague, a client, a friend or a publication coming up with a theory about Millennials and how they are changing the world! Many believe that Millennials represent a unique generation, an historic cultural phenomenon; that they have unprecedented and unique values. But I wonder if everyone has forgotten Woodstock! (Okay, I know my age is showing.) Learn More >>

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