Brands: how can we tap into this tremendous demand for empathy?
At a time when the Coronavirus pandemic is imposing its rules, new questions are assailing consumers. The desire for health is growing, and with it the need for transparency, ethics and solidarity. This new situation will not be without effect on consumption, nor on the relationship with brands. Here's a quick look at the [...]
Life outside Google
If we had to remember just one thing from the last Printemps des Études, it would certainly be the opening keynote by Jon Orwant, Research Engineering Director at Google. Not for the interest of his announcements - more a catalogue of the Mountain View giant's know-how, but nothing really new: we all know that AlphaGo [...]
Plaire et Toucher, Gilles Lipovetsky's latest essay - cross-examination
Gilles, you are a philosopher and sociologist, and have just published Plaire et Toucher, an essay on the Society of Seduction, published by Gallimard. Seduction has been reviled for thousands of years. What has changed? The desire to please and seductive behaviour (adornment, cosmetics, gifts, winking and flirting) seem in many ways timeless, [...].
Do you want to be a chabot coach?
According to our experts at the Adetem Factory yesterday, we have entered the 4th Industrial Revolution thanks to Artificial Intelligence, a revolution comparable to that of the discovery of electricity. AI is only one facet of this revolution, which affects a more complete ecosystem: the Internet of Things and the Cloud are the two [...].
Co-construction and well-being in the workplace: a natural association?
Collaboration and co-construction are ancient and plural phenomena. The artists' houses (Labs?) in Brooklyn and elsewhere, where people wrote, composed, sculpted or played the piano with their doors wide open, were also frequented by journalists and critics who disseminated their work in post-war New York, right up to the Factory in the 60s; or [...].
Interview with Guillaume Doki-Thonon: the relationship between brands and influencers
At the Salon e-marketing, we met Guillaume Doki-Thonon, founder of Reech, an influencer marketing start-up. - You have a community of 7,500 passionate influencers: what is an "influencer" on social media today, and what's more, a "passionate influencer"? An influencer is someone who creates [...]
Advertising investment: cautiousness at every level!
Last week, IREP presented the figures for the advertising market in 2016: zero growth, nothing to be proud of! For 2017, we can hope for... nothing better: election years are not favourable in this respect. Has French industry recovered badly from the 2008 crisis? There's no excuse not to invest! At the end of 2016, [...]
The CDO is dead, long live marketing research!
Once the 'super baron' of every self-respecting large company, the CDO - pronounced Chief Digital Officer - will soon disappear from many organisational charts: what's the point of keeping a digital director when the whole structure has to be digital, as some experts snidely point out? A great organiser, or a great facilitator, [...]
Marketing research: how do you turn insights into business decisions?
Interview with Sylvie Lasoen, CMI Director France & Spain @Unilever, on the challenges of research The question of the operationality of marketing research often arises: how do you turn insights into business decisions? Research results, no matter how relevant, are of no use if they are not translated into business decisions. Hence the importance of putting [...]
Back from Las Vegas!
Every year in early January, the Consumer Electronics Show (CES) is held in Las Vegas. It's a strange show that in the space of a few years has moved from the world of audio-video (= 'consumer electronics') to that of new technologies, while at the same time its organiser, the Consumer Electronics Association, has changed its name to... Consumer Technology Association. A strange show [...]
