Bic Vision One Case Study

In Your Hands

Evaluating impacts due to COVID-19 across multiple European and American countries.

We are proud to have worked with some of the biggest brands across the globe, and our Segmentation Research team have helped guide BIC through their own research journey.

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The Challenge
With a 80-year tradition of providing affordable, high-quality products to customers around the world, BiC is a world leader in stationery, lighters and shavers. As part of their corporate social responsibility efforts, BiC wished to undertake a psychological investigation into the impacts of COVID-19 on three pillars – creativity, education and workplace – across three key markets – Brazil, France and the US.

Research Approach
Adopting a quantitative approach, Vision One designed three distinct online surveys which included an array of psychological models, such as Social Values, OCEAN and Creative Thinking, to explore behavioural and personality characteristics in relation to creativity, education and workplace in the light of the COVID-19 pandemic. The surveys were distributed to diverse audiences in Brazil, France, and the US.

Research Findings

Taking a segmentation approach to analysis using psychological modelling, our research provided: insights into the cultural and psychological aspects affecting the use of stationary in different settings, and strategic and actionable insights into how BiC can help customers overcome the psychological impact of COVID-19 at home, school and work.

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