There are several reasons why French companies may want to conduct market research before entering the US market. Here are a few potential arguments:

1. The US market is large and diverse, with different regions and consumer segments that may have varying preferences and needs. Market research can help French companies identify target markets and develop products and marketing strategies that are tailored to these specific groups.

2. The US market is highly competitive, with many established players and strong local brands. Market research can help French companies gain insights into the competitive landscape and identify opportunities to differentiate their products or services from those of their competitors.

3. The US market is subject to different regulatory requirements and cultural norms than those in France. Market research can help French companies understand these differences and develop strategies to comply with local regulations and resonate with American consumers.

4. Conducting market research can help French companies reduce the risks and uncertainties associated with entering a new market. By gathering information about potential customers, competitors, and regulatory requirements, French companies can make more informed decisions and minimize the chances of failure.

5. Market research can also provide valuable insights that can help French companies refine their business models, product offerings, and pricing strategies to better meet the needs of American consumers. This can ultimately lead to increased revenue and profitability for the company.