Havas Culture

A TACTICAL ADVANTAGE

Senior Writer and Editor
Hannah Lindley joined Havas Group in October 2021 as a Senior Writer and Editor. She has a background in corporate reputation management, journalism, and creative writing.
Dare!’s latest series – “The Start-up Series” – explores the start-ups that are a part of Havas’s Accelerator programme and the agencies that work with them. This week, we spoke with Anaïs Guillemane Mootoosamy, Director of Strategic Planning and Innovation at W, Julie Gueulet, Social Media Lead at ROSA PARIS, and Pierre-Alexis Bayen, Co-founder of Tactix to learn more about Tactix.
We’ve also launched a podcast series to explore these start-ups – so check back every edition to hear more!

Pierre-Alexis Bayen, Co-founder, Tactix

How did the idea for this start-up originate and what was the process of bringing it to life?

I wanted to solve my own problem. At the root of great products and great design is deep understanding, but practicing a research-driven approach is complicated. All designers are familiar with the creative process, but incorporating research methods into design practice, sharing human insights and articulating the value to both peers and clients is a challenge. 

During my experience in a design consulting company, I used to work on the creation of innovative at-home services for elderly people. Gaining empathy for this audience and exploring their hopes and needs was necessary to find meaningful opportunities. However, the “focus groups” we did – synonymous with qualitative research in France and Europe – were not impactful at all.

That’s where the idea came in. Innovative companies – and design agencies – need a research platform to access human insights easier so they can become more customer-centric.

So the idea came first. Second, we designed the product, built the team and focused on the execution – and if you’re curious about it? You can request a demo! 

Why did you decide to get involved with Havas’s Start-Up Accelerator programme?

To quickly make Tactix better. Design agencies are a key market segment for us. Building a partnership with 2 Havas agencies – W&Cie and ROSA PARIS – is a key opportunity to learn how to build something their designers want, get concrete feedback and grow! In addition, Havas and Tactix share the same goal. We both want to create products and services that look good, function, and positively impact our daily lives. By joining our forces, we can get closer to our collective goal.

“It’s now common for users to review products, experiences, and platforms, and understanding people is very complicated; tech cannot solve all problems. Human experience – pools of participants, services and expertise – is a key part of the solution.”

Pierre-Alexis Bayen

What has your experience been like in this programme so far and how has your business grown?

Exciting! For an early-stage start-up, the most important task is to write code and talk to users. In partnering with Havas agencies, we have had the opportunity to share our hits and misses on a daily basis. This concrete feedback helps us quickly improve our product.

It is a “win-win-win-win” strategy. Tactix grows by helping Havas designers better apply research to their creative methodology. Armed with these human insights, these designers become better business partners to their clients, who are then able to build products and services real individuals will buy, use and love more.

And the best is soon to come – so stay tuned! It’s now common for users to review products, experiences, and platforms, and understanding people is very complicated; tech cannot solve all problems. Human experience – pools of participants, services and expertise – is a key part of the solution. This involves partnering with a technology that has a local geographic presence: participants in France and Europe, French-or-English-speaking contacts, or research experts able to understand and answer your specific issues.

If you are excited about better applying research to your design process, we would be happy to answer your questions about using Tactix!

Anaïs Guillemane Mootoosamy, Director of Strategic Planning and Innovation, W

Why is working with start-ups beneficial for your business? 

At W, we love to question routines and steer clear of overdone ideas. Rethinking the way we advise our clients, find new insights and figure out how brands can express themselves is crucial to gaining a strategic and creative edge in an overcrowded landscape. Partnering with start-ups offers us the opportunity to experiment with new ways to innovate and gain unique perspective that brands need to stay relevant both now and into the future.

How does Tactix’s expertise complement or enhance the work you’re already doing? 

Thanks to our partnership with Tactix, we are looking at new ways to do market research. Since we work on branding, communication and architecture for brands, we are always trying to learn more about the experience consumers are living. How does the promise we create with a product translate into real life either product-wise or service-wise? What do people expect from the interaction? Where do we fall short? What makes an impression? Thanks to Tactix’s technology, which enables us to quickly see how people interact with a product (whether they are on site or at home), we’ll be able to improve our recommendations and win the experience battle.

“Rethinking the way we advise our clients, find new insights and figure out how brands can express themselves is crucial to gaining a strategic and creative edge in an overcrowded landscape.”

Anaïs Guillemane Mootoosamy

Julie Gueulet, Social Media Lead, ROSA PARIS 

Why is working with start-ups beneficial for your business? 

Our job requires us to be constantly looking for new ways to communicate better. In an era where everything moves so quickly, we can no longer continue to work with the same tools as we used to. Working with start-ups is an opportunity to develop, change and adapt our offers in a society where businesses have to be more and more nimble in order to succeed. 

How does Tactix’s expertise complement or enhance the work you’re already doing? 

Insights are at the heart of our creative thinking – we cannot succeed in bringing the right idea to a client without acquainting ourselves with what people really think about the product, the brand or the services. Tactix brings together insights, data collecting and qualitative feedback about what people REALLY think about a product. Having all that data in the same platform is a time saver, and time is what we require in order to work properly.

You can listen to the podcast in French on the official Charbon Podcast, Apple, Amazon, Google Podcasts, Spotify, Deezer and YouTube.

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