Yard

Paris, France

BackyardThe cultureBehind

Because we believe cultural impact is built from the ground up, we created our own research bureau, leveraging our strong presence among youth, to unveil their ever-changing needs, ideas, desires and references.

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From global trends to emerging subculture,

from mainstream audience to micro-influence

We deep dive into each and every force that shapes and moves the youth. Refusing to see the next generations as fixed archetypes. We approach them as human beings in constant evolution. We don't believe Gen Z and Gen Alpha to be the same target audience. We believe they are the most plural and culturally polarized generation that ever lived. We do not just talk to them. We bond with them. We do not simply report what they said. We make you grasp what they feel.

Our services

Qualitative studies,Product testing,Positioning,Trend forecasting,Workshops,Cultural reports.

Our clients

  • Nike
  • Apple
  • Beats
  • Hinge
  • Jordan
  • Paris Saint-Germain
  • Dior
  • Orange
  • Arkose
  • LFP
  • Chivas
  • Unu
  • Snipes
  • Salomon

Latest
studies

  • Analyzing France and Italy’s relationship with football through the lens of young fans, whether playing or not. We conducted a qualitative study over each country’s key football cities to outline similarities and strong identity markers.

    (2025)

  • A worldwide research on the current state of football to prepare the ground for next year’s World Cup and unveil key opportunities to supercharge the game and its culture.

    (2025)

  • Uncovering what the Paris and London youth is dreaming of and how it has shifted their relationship with of street culture over the years.

    (2024)

  • Capturing the French flair through the lens of streetwear. We created insightful look books showcasing the style influences of the Paris youth, from visionary references to mainstream ones.

    (2024)

  • A cultural report on how the youth is rethinking the key attributes of an iconic brand or product. (Global)

    (2021)

  • The vision Marseille and Lyon have on relationship, love, dating and the dating app market. (France)

    (2023)

  • A Global analysis and 2-days workshop around the 6 key Pilars shaping Generation Z and how to best innovate to engage with them (Global)

    (2022)

  • Grasping the behaviors and desire mechanisms of the new luxury consumers facing jewelry. (France)

    (2021)

  • A global study aiming at framing and defining the 5 key segments of players moving basketball forward in France, the US and China. (Global)

    (2022)

  • An immersion into climbing culture leading to the brand platform conception, new positioning implementation et brand architecture realignment. (France)

    (2022)

  • A deep dive into the youth’s perception of creativity in/and education in France. (France)

    (2021)

  • Understanding young girls’ relationship with sport and understand the stakes behind the growing loss of mouvement and physical activity in their life. (France)

    (2023)

  • Approaching cultural, social & institutional hurdles in the Grand Paris & Marseille. (EMEA)

    (2020)

  • A national study where we interviewed football fans, whether hardcore, lapsed, casual or specialized, to best grasp their vision and needs regarding the French professional league. (France)

    (2023)

  • We’ve followed the new generation of sneaker consumers in Europe during years and through the covid crisis. Unearthing their new habits, visions and frustrations.  (EMEA)

    (2021)

  • A focus on the new Parisian nightlife and how to best approach it. (France)

    (2022)

  • Uncovering the mobility stakes in Paris, Berlin & Amsterdam: common findings & discrepancies, and rproduct testing of the new UNU scooter. (Europe)

    (2020)

  • Understanding the relationship new urban consumers have of the outdoors: from perception, apprehension to prejudices and cultural inspirations. (France)

    (2021)

7 rue de paradis
75010 Paris
France

The creative powerhouse of youth culture.