Artificial intelligence and qualitative research in 2017?
As well as greetings and sales, January also sees the return of predictions for the year ahead, and the themes that have been playing over and over again in our marketing ecosystem: blockchain, connected objects and robots, big data and artificial intelligence. - Big data is not a new subject: in fact, 2016 saw the recruitment of a large number of data [...].
Usine IO: support from design to industrialisation
Gary, you co-direct Usine IO. What is its mission? Yes, with my partners Agathe and Benjamin. Usine's mission is to support all physical product project leaders from design through to industrialisation. We want to become the benchmark for hardware product development worldwide. Companies are under pressure to innovate [...].
Start-ups and innovation
The faster time goes on, the more prejudices take over as absolute rules, unavoidable axioms - and today more than ever in the small world of marketing, which often struggles to keep up with technological and societal developments. For example, it's a good thing that start-ups are there to innovate, because large companies are totally incapable of doing so. [...]
Brand battle in the world of games
The games industry is anything but a carefree world, as evidenced by the recent trademark battle before the Court of Justice of the European Union between the UK's Seven Towers, holder of the intellectual property rights to the Rubik's Cube, and Germany's Simba Toys: at the heart of the offensive was the filing by the former, [...]
Engineers and marketers: the need for dialogue
The issue of innovation has been tearing engineers and marketers apart for decades, an internecine war with only one loser: the company. For a long time, the former imposed their domination, particularly in the heyday of the "Trente Glorieuses", when France was being rebuilt and consumers were equipping themselves with all the new objects of modern comfort: washing machines, [...], [...], [...], [...], [...], [...], [...], [...] and [...].
Market research: breaking out of an overly homogenous environment!
Faced with their responsibilities - and above all their errors of assessment - after the surprise election of Donald Trump, the American media castigated themselves with various and sundry self-criticisms; above all, they had to respond to the questions and reproaches of their readers. "Please come down from your New York skyscraper and join the [...].
Customer experience is everywhere, all the time
These days, everything is done via social media... so much so that all too often, marketers forget the basics! The customer experience involves ALL the contact points where consumers and brands meet - and not just Twitter or Facebook. Of course, you'll be told that the buyer who has a spat with [...]
Growth Hacking: long live the pirates!
With every start-up now imagining itself as a potential Airbnb, Facebook or Instagram, growth hacking is now very much in vogue: everyone is talking about it, without really knowing what this rather barbaric term means. Wikipedia describes it as "tinkering with growth", but it's more likely to mean "hacking it": computer hackers [...].
Yahoo, the end of a Giant - Interview with Catherine Reichert
Catherine, you're leaving Yahoo after 5 years as Communications Director for Southern Europe: Yahoo was one of the emblematic brands of the New Economy and remains almost mythical to this day... Despite all this, Yahoo has experienced an incredible descent into hell in recent years: why? Yahoo is indeed a [...]
Recommendation algorithms or the question of relevance
Yesterday, I was strolling through a local bookshop, one of those bookshops that have managed to resist the combined onslaught of supermarkets, Amazon and Fnac.com, simply because the shop assistants read and love to read... and above all to share their discoveries. Amazon suggests lots of books to me: the latest Goncourt novel because I've [...]
