Syres: French expertise in consumer testing for pets

Since 1997, Syres has been supporting brands in consumer testing, sensory studies, and marketing across a variety of sectors, including cosmetics, food, and household products. Building on this expertise, the company quickly specialized in a unique field: testing and research for pets. Its goal is to provide reliable and actionable insights on how products are used by animals and their owners, helping brands develop products and services that trulymeet their needs.

Syres has a unique panel of over 35,000 pets and 60,000 pet owners in France, allowing for recruitment of highly targeted profiles based on multiple criteria, such as the owner’s age, gender, household composition, and socio-professional category. Animals are also profiled by species, breed, age, weight, and specific needs, whether related to health, behavior, or nutrition. Consumption habits are analyzed as well, covering food (kibble, wet food, treats, supplements), care products (cosmetics, shampoos, lotions), and accessories or toys. This wealth of data enables highly personalized and reliable studies, ensuring actionable results for brands.

To understand real-world product usage, Syres offers Home-Use Tests, allowing pets and theirowners to try products in their daily environment. These tests make it possible to observe product acceptance by animals, assess palatability, tolerance, and overall well-being, whilevalidating claims in compliance with regulations. Tests can be set up quickly, in just two to three weeks, with results available two weeks after completion.

To gain deeper insights into owners’ expectations and pets’ needs, Syres also conducts online focus groups, providing access to a wide diversity of profiles without geographic constraints, as well as in-person focus groups, where the direct interaction between pets, owners, and products can be observed. Exploratory and prospective studies, combining qualitative and quantitative approaches, allow brands to anticipate trends and identify innovation opportunities in the pet market.

Syres also evaluates packaging practicality, visual appeal, and emotional impact to optimizethe user experience and build owner confidence. Studies are conducted at dedicated centers in Paris, Versailles, and Singapore, equipped with observation rooms and specialized testingspaces, but can also take place at home for real-life conditions. Panels are recruited accordingto precise profiles, including dogs, cats, and other companion animals, with fast turnaround:recruitment takes two to three weeks, and reports are delivered within ten days.

Through its international network of ESOMAR-certified partners (European Society for Opinion and Marketing Research), Syres enables testing of products and concepts worldwide, reaching a network of five million panellists. Multicentric studies are coordinated from France to ensure quality and reliability. Committed to responsible practices, Syres emphasizesquality, ethics, and sustainability, holding ISO 9001 and ISO 27001 certifications, and undergoing continuous evaluations by Ecovadis and Cybervadis.