Abstract:

This case study presents the concept and operational results of a disruptive methodology launched in France in 2013, in which data collection for market research is embedded in a general ecosystem including consumers, brands and one retailer. The unique business model of this programme is to bring benefits to each stakeholder and incidentally generate massive data for market research, which can be purchased by the involved brands. The information focuses on the early post-launch of FMCG products, generated already by more than 1,200 products in ten months, resulting in 770,000 evaluations by consumers. We will describe the unique process of the programme, share example results and expose the success points, the challenges to long-term sustainability and the goals left to achieve.