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 [...]

Satisfaction at all costs

You've just been to your insurer [your garage mechanic, your banker, etc] and you receive an email asking you to assess the quality of the service you received and the information you were given: how satisfied are you? You've just had a DM conversation about [...].

Ubérisation: what impact will it have on marketing research?

Today, all sectors - more or less - seem to be falling prey to uberisation, not only the consumer sector, but also the B2B sector... including digital marketing, with Doz, and advertising, with Creads. So why not marketing research? A few introductory remarks, however. First of all, it's not all advertising [...].

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 [...].

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. [...]

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 [...]

Interview with Christophe Benavent: connected objects seek involved consumers...

While connected objects may appear to many to be a new Eldorado, the market still seems to be struggling to take off. We spoke to Christophe Benavent, Professor at the University of Paris Ouest Nanterre La Défense, and author of platforms: Collaborative sites, marketplaces, social networks... How they influence our choices. Christophe, the market for connected objects [...]

Market research: the reinvention of the profession is underway!

The annual conference of Esomar, the global market research association, was held in New Orleans from 18 to 21 September. Market research? Not really, although the website still proclaims that Esomar is "the essential organisation for encouraging, advancing and elevating market research worldwide" [...].