“Patrice Duchemin: revealing in the anecdotal the trends that are transforming consumption.”
Patrice Duchemin
Speaker
·
Sociologist
Sociologist
of consumption for over thirty years, Patrice Duchemin helps businesses
and institutions decipher buying behaviors and anticipate
changes. Founder of "L'Œil by BNP Paribas Personal Finance," he
has made identifying micro-facts his signature method, revealing the weak
signals that foreshadow major trends. A sought-after speaker, author
and teacher, he shares a forward-looking vision fueled by concrete examples and
inspiring analyses. Patrice Duchemin speaks without slides or numbers.
Patrice Duchemin
Patrice Duchemin has been a consumer sociologist for over thirty years. Trained at the Ecole Supérieure de Commerce de Paris, he also pursued studies in sociology and economics at Paris X - Nanterre. He started in advertising (Agences Alliance, FCB, DDB) before joining the world of studies at Cofremva-Sociovision where he refined his understanding of buying behaviors.
In 1995, he became independent and launched "L'Oeil de Cofinoga" which would become "LOeil LaSer" (Lafayette Service) and then "L'Œil by BNP Paribas Personal Finance", a monitoring letter that scrutinizes every month the
What are the new consumer imaginaries?
- Consumption is no longer guided solely by utility or price: it revolves around five major imaginaries (Pioneer, Re-enchantment, Encounter, Community, All together).
- This conference demonstrates how to identify these weak signals, analyze their scope, and transform these small intuitions into strategic advantages for your brands or territories.
- Participants leave with a spotting guide: methodology, analysis grids, and action plans to explore new value territories.
Understanding Generation Z: from micro-celebrator to digital native!
- Born after 1995, Generation Z associates mobility, impatience, and a taste for events. Their relationship with commerce is relational: they value co-creation and immediacy.
- This generation demands immersive experiences, whether it be festivals, conferences, or pop-up stores. They share every moment on social media, becoming true brand amplifiers.
- During this intervention, we decode their cultural codes (TikTok communities, gaming, urban sports) and their favorites (second-hand, cross-brand collaborations, circular economy).
- Each participant learns to adapt their commercial and marketing offer to attract these digital natives, drawing inspiration from concrete examples and successful feedback.
Micro-facts and foresight: how to see the future in the anecdotal?
- In a world saturated with information, macro-trends are visible to everyone, but micro-facts are often the only ones that carry a degree of novelty.
- This conference delivers the method of The Eye: exploring neighborhoods, social networks, and micro-events to identify these small disruptions.
- Through a practical workshop, each participant collects and presents a local micro-fact, before incorporating it into a strategic roadmap aimed at guiding product or service innovation.
- The challenge is to cultivate a culture of curiosity, capable of anticipating disruptions and transforming often anecdotal initiatives into differentiating growth levers.
Responsible consumption & civic engagement!
- In the face of climate and social challenges, consumers expect strong engagement from brands: CSR, collaborative economy, short circuits…
- This conference proposes an analytical framework for ethical and societal dilemmas, based on case studies (carrotmobs, cooperative stores, up-cycling, second hand…).
- Participants are invited to co-create a provisional ethical charter, tailored to their organization, in a 40-minute workshop.
- They leave with a set of indicators to measure responsible performance and an operational action plan to transform their civic promises into concrete actions.
Immersive experiences & retail re-enchantment
- The commerce of tomorrow no longer just sells a product, it offers an experience. Between virtual reality, augmented reality, and sensory pop-up stores, everything becomes a moment of magic.
- This conference presents disruptive formats (store-as-studio, café-workshop, hybrid stores) that reinvent the point of sale and shake up e-commerce.
- Among the case studies: pop-up restaurant, in-store DJ set, the store as a gathering point for communities…
- Participants leave with a manifesto of re-enchantment: 7 commandments to make every customer visit unforgettable, from the decor to storytelling, including community engagement.
Decrypting micro-facts to anticipate major trends
Patrice Duchemin explains his method of sociological observation, which consists of spotting the details of everyday life to see the weak signals of tomorrow. A concrete approach to feed innovation and strategy.
Understanding Generation Z: codes, practices, and imaginaries
A dive into the behaviors and expectations of digital natives: mobility, immediacy, co-creation, and circular economy. Patrice Duchemin provides the keys to attract and engage this generation.
Responsible Consumption: From Words to Actions
Through real-world examples, Patrice Duchemin shows how brands and consumers are reinventing their practices in light of social and climate challenges. A pragmatic reflection to turn promises into action.
Re-enchanting retail: immersive experiences and new formats
From sensory pop-up stores to virtual reality, Patrice Duchemin illustrates how commerce is transforming into a memorable experience. An inspiring conference to reinvent customer relationships.
Loyalty in 2026: from a simple points program to a gamified consumer experience
In this episode of Grand Déballage, Marc Andrea explores the evolution of consumer loyalty, from the old sticker books to today's apps, cards, and cashback systems. The excerpt also highlights a deeper transformation: by 2026, being loyal no longer just means coming back to buy, but participating, being recognized, gaining access to exclusive benefits, and integrating into a true consumer culture.