Innovation in Marketing Research


11 September 2014
Venue: Maison de la Recherche, Paris

If you would like further information about any of our papers, please get in touch with our contact as indicated.

360 degrees of consumer voice / Big Data Marketing Analytics Solution: Creating and using a global platform for managing “the consumer voice”
by Francis Destin (BIG DATA 4 ACTION) – Keynote Speaker
Francis Destin is head of development for Big Data 4 Action and focuses in particular on developing high value-added solutions. He earned a computer science degree from Paris V University before joining SAS to develop the use of information-sharing standards and technologies. – Draft a “one-to-one marketing” action plan that operationalizes the relationships between key indicators and action levers. – Define targets based on priority goals. – Monitor the action plan to check progress with regard to targets and goal achievement. – Prove that the action plan can generate the expected results for the organization, quantify the impact and simulate new processes. Create simulations to analyze the impact of performance changes on the development strategy

Mobile studies: Evolution or Revolution?
by Fernand Wiesenfeld, Co-founder, Shareholder and Managing Director of MV2 Group / Edouard Duffau, Director of the Ad Hoc Surveys Division (MV2 Conseil) – France
According to McKinsey consulting, mobile-based surveys will represent a worldwide market of around $400 billion in 2030, or ten times more than the market for “conventional” surveys. MV2 Group, a pioneer in this technology in the USA and Europe, will present the benefits that marketing professionals can already gain from using mobile supports for their qualitative and quantitative surveys. The “revolution” is underway…

The importance of universal factors in global surveys, and how new disciplines help us categorize and explore them.
Richard Smith (BDRC) – United Kingdom
– Experience and theory: a look at the scientific disciplines that are relevant to marketing studies. – From micro to macro: in-depth marketing research methods for understanding how universal or consensual opinions are formed: scales, use of image and metaphor, various analysis models (Maslow, sensory appeal, etc.) that serve to rise above the initial level of data analysis. – Marketing research in action: the necessary inclusion of cultural factors and structural market differences.


HEDO’Performer: Improving worker performance by efficiently managing their well-being and engagement
by Philippe Geerts (LISTEN) – Belgium
Our innovative model is based on a simple but powerful concept called Hedo-Performance: in essence, if employees feel “good” at work, they will feel involved, and therefore innovate, anticipate change and contribute to customer satisfaction and loyalty.

The Delight Model
by Sukit Tanskul (Custom Asia CO.) – Thailand
Markets continue to shrink with the economic recession, and this decline leads to stronger competition. Tools for measuring satisfaction and loyalty development are not powerful enough to effectively support customer retention. This presentation will describe how the “Delight Model” serves as a “marketing engine” that is recognized for its ability to foster loyalty among existing customers and gain new ones.

Shoppers know best
by Balàzs Kertész (Szinapszis Market Research & Consulting) – Hungary
The true “customer experience” is measured most objectively by secret shoppers. The importance of each element may vary depending on the type of product or service, but the same basic features must always be observed: purchase environment, staging of products and services, staff expertise and behavior. Two specific case studies will be presented: an assessment of service quality in private clinics, and a comparison of overall pharmacy sales performance based on measuring the rate of recommendation of OTC medications.

The power of narrative visual communication for your presentations
by Silvio Pires de Paula (DEMANDA) – Brazil
This presentation shows how to leverage the emotional power of images to communicate the results of a study to various audiences. Visual presentation enables brands to tell their story to broader audiences using traditional media as well as more recent social media. Narrative communication captivates audiences and provokes action more powerfully than the usual tables of figures.