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home > news > Press releases > BVA strengthens its qualitative studies operation

BVA strengthens its qualitative studies operation

by appointing Sandrine Caloiaro and Edouard Le Maréchal joint leaders of BVA Reason Why.

Sandrine Caloiaro, 36, is a graduate of ESCP-EAP business school and former director of qualitative studies at Sorgem.
Edouard Le Maréchal
, 45, is a graduate of ESSEC business school and former head of Tangenciels, a consultancy specializing in new tools and innovation. Tangenciels will be integrated into BVA Reason Why, reinforcing its qualitative studies activity. The new organization will combine expertise in branding strategy, creativity, and economic forecasting, and will develop new technical tools for recording and analysis of consumer behavior.

The two-person leadership team will enhance the company’s competencies and strategic marketing. Sandrine and Edouard aim to develop teams that will specialize in transectoral issues such as digital natives, business social responsibility, the shopper experience, and client relationships, and will develop associated offers.

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