Let us introduce you to BackYard. Yard’s cultural & consumer research unit. A platform that allows us to keep being true to the youth, on a daily basis. Because it can be easy for a brand to get stuck in a static & preconceived vision of culture. Backyard is the insight reactor that powers Yard’s creativity, reactivity and relevance. Providing our partners with the freshest material to build propelling strategies. Allowing us all to keep being true to the energies of the now. And better: Be there, Speak right and Do good. Join the team.

1. A Yard joint
The study place of culture and the people within

2. We bring brands
deep into culture
territories
behaviors narratives
The territories that frame it
The behaviors that move it
The narratives that power it
…and the people within

3. Our process
We observe culture & hear its people out
We analyse opinions, behaviors & uncover their truth
We make the stakes clear to grasp
We implement strategies to best address them
Building the most propelling ground
for your brand’s ambition

4. We are a qualitative
study provider
We’ll never be able to treat thousands of people, but we sure know the ones we talk to
qualitative

5. We believe true
relationships uncover
deeper insights
We use our network of influence and partners all
over Europe to find the most compelling profiles to
probe, and create a relationship with.
In this regard, we love to create ID cards of each
profile we interviewed for you to best capture
their identity and tastes before getting into details.
Y
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FAV SNEAKER
FAV SNEAKER SHOP
FAV TRACK
BUDGET
@mariamadabo_
TOP
@yanisaxoxo
TOP BRANDS
TOP ARTISTS
@beyonce @altonmason
Zara
Nike Converse
Take A Mic
Beyonce Rihanna
200 €
MAX €
290 €
Jordan
1
Turbo
Green
15 years old
Suresnes
High School Student
Soccer at PSG
Brokhampton
« Sugar »
MARIAMA
9
FAVORITE BRANDS
PEOPLE WHO INSPIRE YOU
YOUR FAVORITE INFLUENCER
WHAT ARE YOU THE MOST PROUD OF? WHAT WOULD YOU DO AS PRESIDENT?
« JesseAlexandra, I like her
flow, it’s the one I aspire to. »
« My postgraduate studies,
it makes my family proud. »
« Educate people about
diversity and cultural
differences. »
« Tyler the Creator, he help me
to accept myself as I am. »
@JESSEALEXANDRA
@FELICIATHEGOAT
MALCOM
22 YO
@MALCOLM.DALMEIDA
BUSINESS SCHOOL STUDENT
DOMONT (95)
20 years old - Newbie
@heyimleaaa
MICKAEL SCOFIELD, PRISON BREAK
« Charism,
brain, flow and
a good team »
Main barrier to creativity ?
The routine
Why ?
FAVORITE ART : CINEMA
FAVORITE MEDIAS
FAVORITE CHARACTER
Apple device
WHAT CREATIVITY NEEDS
3 FAVORITE BRANDS
Blues Emotional choc
Léa Esmaili
Paris
International business student
@differ.tv @nasa @samutaro
THE NEW YORK TIMES YARD
MOST INSPIRING ARTIST
LAYLOW
KUBRICK
Léa -
« Barney Stinson in
himym because he's a
sex addict. »
BARNEY STINSON, HOW I MET YOUR MOTHER
Because the lack of mouvement
and energy kills the inspiration I
need to create
3 FAVORITE IG ACCOUNTS
25
2 - PARTICIPANT INTRODUCTION
BAPTISTE
@BAPTISTEDES
ARTISTIC DIRECTOR
25 YEARS OLD
IG FOLLOWER
KEY-SPECIFICITIES
H
AVA
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S
T
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L
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11
WORKS AT NSSMAG,
THE ITALIAN HYPEBEAST/YARD
SHE WAS INVITED TO THE
LAST VERSACE SHOW
ILARIA
@ILARIABIGG
SOCIAL MEDIA MANAGER
23 YEARS OLD
IG FOLLOWER
HAVANA IMAGINARY
« CUBA » « BEACH » « CHILL »
INSPIRED BY
MAJOR TOUCHPOINT
WITH HAVANA :
WAS AT THE LONDON HAVANA CLUB
AND PLACES+FACES
COLLABORATION PARTY
FAVORITE COLLAB
(AFTER REVIEW) :
« HC IS ABOUT ENJOYING
A LATE VOLLEYBALL
MATCH
ON THE BEACH CHILLING
AND DRINKING »
JORJA SMITH
MURDERBRAVADO
KANYE WEST
SHE'S A FAN OF KANYE WEST
AND CONSIDERS HIM ONE
OF THE PIONEERS OF THE
CULTURAL REVOLUTION
"
10/10
6/10
CULTURE AFFILIATION
BRAND LOVE
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6. That’s why we try to
go direct as much
as possible
Private messages screenshots of our
conversations with profiles, all around Europe.

7. Our study field: International
yet hyper local
We strive to keep an hyper-local approach in the way we
source our profiles and address each city, in order to
best probe the reality of culture, from the ground up.
Besides, gathering hyper-local insights from different
cities eventually allows us to best draw conclusions,
comparisons and stakes for our clients, at a global level.
Paris
Milan
Cologne
Berlin
Hambourg
Amsterdam
London
Brussels
Marseille
Lyon

8. Trend &
Market
reviews
Consumer
studies
Cultural
reports
Product
testing
Our offer

9. 1. Trend &
Market reviews
Structured benchmarks of industries, trend reviews on
key cultural fields allowing our partners to get a clear
and digested overview on long-term to short-term
shifts that will impact society & business.
A snapshot on mobility in Paris,
Berlin & Amsterdam
UNU - EMEA
Trend Review on the
future of jewellery
Copin - France

10. Probing the visual & behavioral trends that will shape culture
Creative Trend Review on fashion in jersey culture
NikexPSG - France

11. 2. Cultural reports
Key reviews, snapshots and explanations concerning
cultural specific spheres & topics your brand is
tapping into.
Allowing you to fully grasp the big picture before deep
diving into insights, aligning all stakeholders around
the subject, and planning best your actions to be as
relevant as possible.
The history and geography of the French
suburbs, focusing on Paris and Marseille.
Beats boy Dre - EMEA
The burst out of gaming in
all spheres of culture
Yard

12. 3. Consumer studies
Individual or collective Interviews , discussions, calls
with people that, we make sure, perfectly fit with the
targeted ethno, socio, and demographic groups, and
with the most genuine energy.
We cover from general to very specific topics: cultural
inspirations, consumption habits, reactions to news or
new releases or opinion on precise notions, issues or
brands. Young creative’s vision of education and creativity in
France - Apple
Sneakers culture and consumption Europe - Nike
The perception of Frenchness by the French urban
youth - Beats

13. From a global perspective on culture…
Sneakers culture and consumption Europe - Salomon
…to their vision of categories… …and specific brands

14. 4. Product testing
163
QUICKLACE IS
A SOURCE OF
AMAZEMENT
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1 6 3
« I mean you may not
understand how it
works in the first
place but when you
get it, it can change
your life. »
Nassim
« I’ve never seen that
before, must be super
handy. And the fact
that you can make it
disappear is amazing. »
Marlène
« What is that? It’s
dope! There are no
laces, they should
tell us that. »
Roman
3
.
C
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TOO MUCH INFO ON
THE PRODUCT
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1 5 9
« It like this one (XT6) but
there’s too much writing on it, it
kills the flow of the pair, it looks
like we’re talking about a car. »
« They would be even slicker
without the writings, it’s too much. »
Malik
Kevin
3
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C
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Key reviews, snapshots and explanations concerning
cultural specific spheres & topics your brand is
tapping into.
Allowing you to fully grasp the big picture before deep
diving into insights, aligning all stakeholders around
the subject, and planning best your actions to be as
relevant as possible.

15. Salomon SS22 Product Testing

16. Powering Yard,
our insights drive
cultural marketing
Documentaries
Advertising
Brand
experiences
Digital
content
Media formats
Collabs
Brand & product
launching
CSR
initiatives

17. Our offer
12-18K€
Prices are based on the width
and depth of the report and the
ask for strategic
recommendations
Cultural reports
All prices are tailor-made to fit the needs and scale of the research
Can go from big snapshot
on industries or cultural
phenomena to creative
trends and how to best
leverage them
Trend reviews
th
Pricing varies regarding
the number of different
products tested and
profiles involved in the
study
Product testing

18. Our offer: consumer study
Local Complete overview
Adding a
European scale
Local Specific overview
Study of a specific topic around
one or two precise target
groups.
Ex: Apple’s study of education &
creativity in the French system
seen by young art & cinema
students
Complete overview of a target
group: cultural and
consumption habits, vision of
brands, approach of a specific
topic and/or product.
Ex: the Salomon study on new
French urban consumers, their
culture, their vision of outdoor and
the Salomon brand.
Opening up the study to
different markets and
more people
Extra
+
Adding a
European scale
Opening up the study to
different markets and
more people
Extra
+
All prices are tailor-made to fit the needs and scale of the research

19. Profile
definition
Profile
sourcing
ITW
guide
conception
ITW
phase
Key
findings &
strategy
conception
Final
delivery
Analysis
phase
Our consumer study process

20. Unu - Moving smarter in Europe
The Mobility stakes in Paris, Berlin & Amsterdam: common findings &
discrepancies, and reactions to the new UNU scooter.
Apple - Out of their minds
A deep dive into the youth’s perception of creativity in/and education in
France.
Salomon - The sportstyle generation
Addressing the new urban consumers : their cultural inspirations,
consumption habits, vision of the outdoors, of the Salomon brand, its
products and comms.
Beats by Dre - French the same
Approaching cultural, social & institutional hurdles in the Grand Paris &
Marseille.
Beats by Dre - A brief history of the French ‘Quartiers’
The demographical & geographical evolution of suburbs in Paris &
Marseille and the culture that stemmed from it.
Chivas France - Paris la nuit
The new Parisian nightlife and how to best approach it.
Our work

21. Jordan x Snipes - Retail relationship
Building a new Jordan consumer relationship through Snipes
understanding the life and minds of their new consumers.
Nike France - 720 Product Focus
Reactions and inspiration around the new Air Max 720.
Nike EMEA - The New Sneakers Class
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.
Nike EMEA - Masculinity at stake
Rethinking Men and manliness in society and sport.
Copin - The new gold diggers
Grasping how the new luxury consumers approach jewelry.
Havana Club global - The creative culture
The vision of creativity and collabs for the street culture crews in Europe
and their apprehension of the brand’s collabs.
Our work

22. Thank You