Client: Peugeot / Stellantis
In Collaboration With: Publicis Collective
Project: Psychological and Socio-Cultural Analysis of Social Intelligence Data
Services: Cultural Intelligence, Netnography, Psychological Analysis, Social Intelligence Interpretation, Brand Strategy
Publicis Collective’s Social Intelligence had established what consumers were saying about Peugeot and Stellantis. Trybes added the psychological and cultural layer to understand what was driving those conversations and why they mattered.
Together, we connected consumer signals to wider shifts in culture and human behaviour, creating a route from social listening to deeper meaning and strategic opportunity for Peugeot.
Publicis Collective’s Social Intelligence team had conducted extensive social listening across France, Spain and Global English conversations, identifying the recurring themes, risks and opportunities shaping perceptions of Peugeot and Stellantis.
The opportunity was to take that intelligence deeper.
Trybes was brought in to work alongside Publicis Collective to decode the psychological and cultural forces beneath the conversation, and explore what they could mean for Peugeot’s future.
The automotive category is being reshaped by electrification, new global competitors, economic pressure, technological acceleration and changing expectations of ownership.
But these changes do not happen in isolation. Cars remain deeply connected to how people experience progress, identity, status, security and their relationship with brands and corporations.
The challenge was therefore to understand the Peugeot conversation not simply as a collection of automotive issues, but as part of a much bigger human and cultural picture.