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 [...]
Marketing research: what 2019 holds in store...
The beginning of the year is often a time for taking stock, and it's clear that our profession as insight hunters is evolving, thanks to new methodologies and, above all, new combinations of methodologies that make us even sharper at deciphering information. By taking a step back from the assignments we have carried out over the last few [...]
We'd love to hear what you think... especially if it's positive!
"Your opinion following our intervention is important to us. You can give your opinion here": you can no longer ask for help from an after-sales service, advice from your insurer or lodge a complaint with your ISP without receiving a message of this type in your letterbox. You haven't [...]
Carrying out successful research into the phygital customer experience
In a customer journey, the value provided by physical and sensitive contact enhances the relationship with the brand. What's more, the right combination of digital and physical contact establishes the experience in customers' hearts. So how do you successfully conduct customer journey research? ADWISE invites you to discover the results [...]
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 [...]
Marketing research is useless
"Marketing research is useless". This is the leitmotif that regularly recurs in the specialist press, with the same eternal examples of Henry Ford explaining that if he had asked people what they wanted, they would have replied: "Faster horses". And of course the openly expressed disinterest of consumers [...].
The birth of cognitive science
The birth of cognitive science. In 1861, "Monsieur Tan-Tan" - his real name was Leborgne - died in Bicêtre Hospital. He was nicknamed "Monsieur Tan-Tan" because he had aphasia that prevented him from pronouncing anything other than the single syllable "tan", repeated most often twice in succession. Paul Broca, surgeon and anthropologist [...]
Marketing research is redefining its field of intervention, and that's just as well!
As the National Study Day clearly demonstrated, a new wind is blowing through the profession. Thanks to the digitalisation of companies and the emergence of new tools, the profession is evolving towards three major trends: 1- Changes in organisation and function are taking place in two directions: after years of CMK [...], the profession is [...].
Ethics in marketing research
Ethics in marketing research? On 25 May 2018, all the provisions of the General Data Protection Regulation (GDPR) will apply throughout the European Union. In mid-February, the Journal du Net conducted an interesting survey of its readers: in response to the question "Your [...]
Is there a reading contract between interviewee and interviewer?
Bias is a devil... that lies in the detail. "Did you buy Le Monde last night? A question that seems easy to answer... Most of the time. But take the case of the extremely regular reader of the daily who didn't buy it yesterday: he picked it up on the plane! What will he answer? Will he say "No"? [...]
