Business News Analyse Concept launched in Brum By Jon Griffin
A French entrepreneur has brought a genuine touch of the ‘entente cordiale’ to Birmingham – in the shape of a cutting-edge user research and digital strategy agency.
Emmanuelle Savarit has launched her Analyse Concept agency in the city, and aims to transform the world of digital research to help start-ups and small businesses with their hi-tech requirements. The move to Brum comes five
years after Dr Savarit threw her hat in the ring in an attempt to become France’s first ever MP for Britain, representing more than 100,000 Gallic expats living in the UK as a member of Nicolas Sarkozy’s UMP party. Dr Savarit was eventually beaten
by a political rival back in 2012 and has now turned her back on politics to concentrate full-time on Analyse Concept and her latest venture in Birmingham. The mother of two said: “We
want to transform the world of digital research. Around 20 per cent of people in the UK are not computer-savvy.
Entente cordiale (from left): Carmen Lambrianos, Emmanuelle Savarit and Dr Arthur Chan
“Web designers think they can
do it all, but we do not do any design. For us, a successful project is when a customer is happy and their website is doing well.” Analyse Concept user researcher,
Hong Kong-born Dr Arthur Chan, said: “Our unique selling point is that the team is very strong academically.
We minimise the risk of firms having to re-do their websites. “It is a big investment for a small
company if they keep messing up their websites. Many agencies overcharge and put a lot of features in that they do not need.” Dr Savarit added: “Our
researchers have a strong research
background in comparison to our competitors, which are not truly our competitors. Most design agencies offer the design and also propose some kind of research that is done by the designer or UK consultant. “We only do the research, which
makes us objective and impartial in terms of our recommendations.” She said Birmingham was a
‘fantastic opportunity’ for Analyse Concept. “It is nice to work outside London, it’s more human – London is very stressful, especially post- Brexit, you do not have user- research agencies in Birmingham. “We are in the middle of a digital
revolution; new ideas and new technology are overwhelming all sectors. If a business does not have a digital strategy, in a few years they will be overtaken by their competitors that do have one but also by start-ups that have flexibility and lighter decision processes. “I want to want to share, pass on
our knowledge. I want to keep things small and human. When you get too big, and you get too many overheads, it gets too complicated. “We see Birmingham as an important part of the company’s future. We believe Birmingham is on the rise again and change is coming to the city.”
March 2017 CHAMBERLINK 19
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