Prometheus. From household panels to global brand management systems
Denis Delmas and Laurent Zeller, SECODIP, France
CONTEXT: THE RECENT DEVELOPMENT OF CONSUMER PURCHASING AND THE NEED TO ADAPT INFORMATION SYSTEMS
In France, over the last five years, consumer purchasing trends have undergone immense changes and have therefore been thrown back into question. With regard to marketing practices, this has led to increased difficulty in understanding the consumer's purchasing decision process.
This difficulty is a result of the following factors: