Facebook, coming of age?
Facebook! Yet it has become our digital security blanket. Our ADWISE study carried out with Norstat and Nexize for ADETEM[i] reveals that 81% of French people are members of a social network, including 93% on Facebook, the number one social network. 79% of those registered with a social network log on every day: they feed us, we [...]
Facebook and the TF1 syndrome
In days gone by - let's say the last quarter of the 20th century, before the Web and social media - the leader in advertising in France was TF1: in 1977, its audience share exceeded 50%! The price of this hegemony was that, while the channel made it possible to reach large numbers of viewers quickly, it did not [...]
The hidden face of the IoT (Internet of Things)
The hidden face of the IoT (Internet of Things) Cisco regularly publishes its forecasts for the future of global Internet traffic, highlighting the disparities between countries: for example, while the percentage of Internet users will rise from 44% to 58% of the global population in 2021, it will barely reach 27% in Africa (South Africa [...].
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 [...].
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 [...]
Numbers, buzz and quality
Figures circulate at a frightening speed these days on social media, especially as they make for sumptuous infographics: in other words, figures make the buzz. Then there's the question of their relevance: when a magnificent diagram aggregates figures from multiple sources, these sources quickly disappear behind the curator, [...].
The Observatory of Changes in Insurance Professions
Norbert Girard, you head up the Observatoire de l'Évolution des Métiers de l'Assurance. In a few words, what are your roles and missions? The Observatoire, which has been in existence for 20 years this year, is an association whose purpose is to help identify the factors that are likely to affect the insurance industry and, in particular, the consequences that this will have for [...].
An advertising executive in marketing research
The 5th Printemps des Etudes was held on 14 and 15 April, with Sir Martin Sorrell, Chairman of WPP, the world's leading advertising group, as the opening keynote speaker. What many people don't know is what these 3 letters stand for: WPP. They are not the initials of the group's founders - if they were, [...]
Delphine Duran-Lesecq, Co-Chair of the Adetem Innovation Club
- Delphine, you're co-chair of Adetem's innovation club, but you're also an expert in marketing research after a career in research institutes (Millward Brown) and with advertisers (Thomson, Newell Rubbermaid). Nowadays, no-one calls themselves a research director: they talk about Consumer Insight Manager, marketing intelligence... Why this change? - Research is one of [...]
Personal data: are the new regulations good news or bad?
Brussels is tightening European regulations on the protection of personal data, and while this will certainly complicate the work of marketers, it is nonetheless good news for us all... and for market research professionals. Clearly, for direct marketers, it will be better to [...]
