Can effective qualitative research be conducted remotely?
The health crisis is speeding up the migration of marketing research tools to digital and mobile. Yet digital tools have long been associated with the written word. Today, new tools combining voice and image are enhancing data collection techniques. All of these tools are highly agile and can be used in a variety of ways to [...]
With the health crisis, the French people's strong desire to consume differently
While several studies show that it takes between 21 and 66 days to adopt a new habit, we wanted to find out more at D+37. Quantitative survey of 400 people representative of the French population using the quota method and the Cawi system. Fieldwork from 14 to 20 April 2020. This quantitative study [...]
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 [...]
Trusting brands
Recently, the webzine So Busy Girls ran the headline: "Stop listening to these 7 lies that cosmetics brands want us to believe". That brands are deceiving us seems to have become a commonplace, a totally irrefutable reality! Brand bashing" is all the rage. But if we can no longer trust brands, where can we turn?
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 [...]
Is Nespresso really better than the others?
Do consumers agree to pay more for Nespresso coffee because they think it's much better than the others... or do they think it's better because they pay more for it? We won't deny here that the espressos they make taste much better than coffees made with a filter coffee maker [...].
What are humans good for?
What are humans good for? The study published in 2013 by Frey and Osborne of the University of Oxford spilled a lot of electronic ink, stirred up a lot of fears and raised a lot of questions by predicting the replacement of more than 700 jobs by robots and the disappearance of almost one job in two. The question [...]
Interview with Ketty Faivre Tchang, Head of Strategic Planning and Research, SNCF
Ketty, you are in charge of the Research and Strategic Planning Unit at the SNCF's Communication and Image Department, after a decade in the luxury goods industry with Chanel. In today's digital age, do we still have time to investigate our brand equity? Now more than ever we need to take the time! It's [...]
Brands in turmoil
European tourists travelling to Sri Lanka or Bangladesh will be astonished to discover televisions, washing machines and fridges bearing the Singer brand name: for them, Singer means sewing machines, and only sewing machines; an old brand, certainly robust, but one that nobody expects in the high-tech sector! Singer Sri Lanka claims [...]
What research is being done on brands in the digital age?
How can we renew our approach to brand research? At a time when brands have an omnichannel presence, on the web, in-store and on social networks, new digital monitoring tools and evaluation techniques that reflect the reality of customer journeys and targets already exist. The challenge is to learn from them. [...]
