After honing her craft in market research, Sandrine Daunar, our Research Director for Liquors and Spirits brands, transitioned from large consumer goods in Switzerland to exceptional spirits to work with us Paris. From breakfast cereals to cocktail beverages, her sharp analytical skills helped her make the switch to liquors and spirits. Based in our Paris headquarters since 2016, she’s our in-house reporter of sorts on clients’ behaviors and expectations, trends and the latest innovations in the spirits business.
Research Director: brands, clients and market analysis to adopt best practices
What is your mission as Research Director for Liquor and Spirits Brands?
I seek to understand brands and their current and potential clients. My role is to provide guidance on all things accompanying the life of a brand — such as product launches or a new campaign. I’m always striving to offer the best insights to help our brands grow. Another important area is continuous improvement for my team. I make sure we partner with agencies that share our values and leverage the latest tools and research techniques.
What does your role entail?
I am constantly researching, monitoring, and analyzing industry news to determine how clients view and relate to our brands, while gauging what pressures are on our primary markets. I read a lot of news articles and industry reports to stay in tune with market trends. Organizing interactions with clients is another component of my role. I select the relevant research protocol, prepare the questionnaire flow, and then read and reflect upon the information collected to gain an understanding. I keep an eye open for new and better ways to get closer to our clients. At the moment [February 2018, ed.], I’m interested in the Internet of things and how it will change the way consumers interact with brands.
How did you enter this type of career?
I like statistics. In fact, I have a degree in it, and my role involves a lot of statistical analysis. I seek to break down data and numbers to understand the meaning behind them. I am curious: I love to reflect, to question the consensus. I find analyzing perspectives and insights very interesting and like to capitalize upon experiences, rather than simply put facts together.
What advice can you offer to future Market Researchers?
Master the fundamentals. Educate yourself as much as possible. Dive into market research’s best practices and case studies to get the largest scope of your area of interest. Understand the retail environment and key marketing drivers. Read, read, read — everything you can get your hands on! Always be curious, keep questioning, and keep striving to understand. Last, but not least: keep listening to your consumers.
Sandrine’s career path: switching line of business to join Rémy Cointreau
Why did you join Rémy Cointreau?
While unfamiliar with the company, as well as the spirits business, I found the job offer on LinkedIn; I thought it was challenging and interesting. I made some research on the company and I discovered its beautiful brand portfolio. What I read on the website appealed to me: I was drawn to the terroir, the quality of the brands, as well as their history. Moreover, I admire the company values.
Can you tell us about the recruitment process?
Not long after, I was contacted by Sandra Lamoureux, Global Talent Management, for a first interview that had a very different dynamic in comparison to what I was used to. It was unlike any interview I’d experienced (which often feels like a personal sales pitch!). With other companies, the interaction is often distant and cold. Before getting to know me, Sandra really took the time to tell me about Rémy Cointreau and what it meant to work there. It was refreshing to feel that they wanted to work with me as much as I wanted to work with them. Sandra was a great ambassador of the company.
Then, I was offered the opportunity to prepare and present a case study. I appreciated that, because it was proof that I would be evaluated on my skills and nothing else. I was then reassured about the requirements to work in this industry and optimistic about the culture within Rémy Cointreau.
How did you find the switch from consumer goods to exceptional spirits?
I was looking for a new challenge. I wasn’t afraid of change, and neither was Rémy Cointreau. While I had never worked in spirits, I had a strong expertise in marketing intelligence, and in capturing what and how to valorize business life. I was always interested in food and drink consumption, so I shifted my consumer insights skills from breakfast cereals to spirits.