eYeka members followed an annual SEMO event on 3rd and 4th November held at the Palais de Congrès of Paris. Many market research professionals were invited to share their experiences with those of marketing, media and corporate market research fields. We attended few interesting conferences and workshops about new consumption and consumer research trends.
New technologies let people be more active – discuss on the forums, share ideas and experiences in blogs, express themselves in online communities…. The most of speakers stressed that consumer wants to contribute to value creation. Even more, they become artists of their consumption universe. Although their participation is more accessible, consumers want to be more heard and more valued.
The economic crisis and consumer behavior changes lead to a revelation of qualitative consumer studies, stressed Harris Interactive representatives Nathalie Perrio-Combeaux and Laurence Bertea-Granet at the workshop named “Qualitative studies. What innovations, what lessons?”. According to Vincent Loret (Interakting), brands and market researchers should concentrate on client experience that he defines as a collection of emotions that consumer feels before, during and after a buying process.
Participants mentioned the fact that consumers become experts in many fields and that they are not willing to respond to classical research methods. So researchers should elaborate new ways of data collection. In one word – be more creative! Thus, the market research institutes should rethink their methodological approaches and their relationship to individuals – to know them more not just be interested “about” them. The relationship should be based on “winner-winner” principle, says Vincent Loret where consumer is valued enough. Furthermore, according to speakers, market researchers must admit the growing potential of creativity of consumers and they should try to foster it.
The important change we face in market research is the use of co-creation strategies. We could observe it in many workshops and especially in that named “Co-creation – a springboard for studies”. We can conclude that the co-creation experience should be an integral part of any innovative market research. Though the qualitative approach involves individuals in knowledge construction process, using consumer’s potential further market researchers can get more spontaneous, more authentic and richer of sense contents. An example of Orange brand presented by Anne Eberlé in the conference “When a study becomes a help to a creation: new ways to engage a consumer” is interesting. This initiative consisted to create an online consumers community on www.dreamorange.fr that are associated to Brand’s products and services innovation is an example how company can conciliate both – market research and co-creation with consumer.
The speakers agreed that the research must go beyond the traditional methodologies where the consumer content is put in the center of innovation. And, as stressed Harris Interactive representatives, in the future the market research will be extremely linked to companies’ innovation.