A disruptive value proposition: Interconnecting consumers, brands and a retailer via market research
Patricia Flores and Stéphane GautronReperes and Carrefour Management
Introduction
Market Research is at a crossing point:
- Market research return rates are continuously decreasing, whatever the method (face to face, phone, online).
- Ironically though, consumers are more and more participative (social networks, blogs).
- Meanwhile, open data / big data opens new opportunities and challenges to Market Research as they deliver integrated data.
Market Research needs to re-invent itself: generate data and insights more integrated in existing market models, processes and ecosystems.