A disruptive value proposition: Interconnecting consumers, brands and a retailer via market research

This paper reveals a new market research model in the FMCG retail sector in France, where data collection of FMCG new product launches was embedded in an ecosystem involving consumers, brands and the supermarket retailer, Carrefour.

A disruptive value proposition: Interconnecting consumers, brands and a retailer via market research

Patricia Flores and Stéphane Gautron Reperes 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).