A disruptive value proposition: Interconnecting consumers, brands and a retailer via market research
Patricia Flores and Stéphane Gautron
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).
