ISABELLE MILGROM
CEO and Founder, MILGROM MARKET RESEARCH (M2R)
Overview
My expertise spans four core areas: brand positioning and development; innovation, from needs exploration to concept optimisation; communication strategy and evaluation; and customer experience, including journeys, relationships and pain points.
Projects can be local or international (having a qual network)
Services
Based in France, I founded a qualitative agency called M2R (Milgrom Market Research) in 2010.M2R helps brands turning human understanding into clear, actionable marketing and business decisions.
With over 30 years’ experience across marketing, advertising, strategic planning and qualitative research—including senior roles at GfK and Ipsos before founding M²R in 2010—I combine research depth with strategic thinking.
My expertise spans four core areas: brand positioning and development; innovation, from needs exploration to concept optimisation; communication strategy and evaluation; and customer experience, including journeys, relationships and pain points.
I support international agencies and client teams seeking an experienced partner in France. I bring deep French cultural understanding, extensive international research experience and a trusted global network of senior researchers, enabling to lead projects in France or coordinate studies worldwide.
My approach is bespoke, agile and methodologically open, combining interviews, groups, ethnography, observation, online communities, co-creation and strategic workshops.
I also integrate AI-augmented research to retrieve knowledge, identify patterns, generate hypotheses and explore scenarios. AI extends, rather than replaces, human research: lived experience, cultural context, senior interpretation and sound judgement remain at the heart of every project.
About
My background is deliberately multidisciplinary. I began with hypokhâgne and literary studies, followed by Sciences Po and a postgraduate marketing degree at ESSEC, where I developed a particular expertise in semiotics.
I started my career client-side in marketing at Procter & Gamble and LVMH, before moving into advertising. At BDDP, I worked on Danone; at Lintas, I was a strategic planner for Unilever and Coca-Cola.
I then moved into research, first at GfK, conducting international qualitative studies, often integrated with quantitative research, and later at Ipsos, where I spent ten years. There, I created and led a qualitative department specialising in communication testing. In 2010, I founded M²R, my own qualitative research and strategic consultancy.
Outside work, music plays a major role in my life. I sing at near-professional level in a soul, funk and rhythm-and-blues band and have studied jazz singing for many years. I also practise meditation and qi-jong regularly.
Colleagues often describe me as highly intuitive, quick-minded, spontaneous and enterprising—qualities that shape both my professional approach and the way I engage with people.
