Will marketing research be able to rise to the challenge of AI?
Over the course of its history, marketing research has been perfectly able to meet the two major challenges of integrating the contributions of university research and technological progress, and to continually enrich itself as a result. In the early 1970s, under the impetus of Georges [...]
Home Smart Home
After the Smartphone comes the... Smart Home: you can't do without your connected phone now, and tomorrow you'll be addicted to your connected home. And don't be mistaken: pronounce it Smart Home... and certainly not domotics, as you'd be immediately branded a has-been! The market is booming, and according to Statista [...]
A little warmth, please!
Human warmth in a digital world? After many setbacks, Amazon finally opened its Amazon Go cashless shop last month. Just to be on the safe side, it's located at the foot of one of the skyscrapers at its Seattle HQ, because we're still a long way from 100% reliability! Hypermarkets [...]
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 [...]
Is marketing research outdated?
Is marketing research no longer useful? Speaking at an Adetem conference some time ago, Bruno Walther, founder of Captain Dash, was a little provocative when he said: "With the new CRM and retargeting tools, we don't really need research to understand consumers any more, we have all the information we need [...].
The great return of magical thinking
The decade that is drawing to a close will certainly have been marked by the great return of magical thinking, at a time when our world seems to be embarking on a huge technological - and therefore rational - headlong rush. Antonio Damasio, in L'erreur de Descartes, highlighted the role of emotions and feelings in decision-making.
Artificial Intelligence also includes "artificial".
In the last two months of the year, at least two or three marketing events are held every working day: and almost all of them have artificial intelligence as their main theme. Fascination? Fad? A bit of both, no doubt... Artificial intelligence is obviously also making its presence felt in the small world of marketing research - and Adetem is [...]
AI: the semiotic challenge
Artificial intelligence is tackling unstructured data, including language: a huge undertaking, because language cannot be coded and decoded in the same way as the digital information circulating on the web. So if, after reading this article, you exclaim: "Really great", that doesn't mean that you have [...].
The 70th Esomar Congress (European Society for Marketing Research)
The 70th Esomar Congress (European Society for Marketing Research) was held from 10 to 13 September in Amsterdam, under the title : Visionary. In her introduction, Vanessa Oshima, Chair of the Programme Committee, compared the research industry to that of music publishing: some twenty years ago, for an artist, success was achieved in [...].
