Despite the great diversity of marketing research methods, many companies use only a limited number of techniques, particularly discursive and non-participatory studies. This article proposes to highlight ways to improve marketing research and provide richer information on consumer behaviour. More specifically, we suggest ways to develop more naturalistic and collaborative studies so that we can conduct studies not only on but also with consumers. In doing so, we emphasise the contribution of new technologies to data collection and analysis. We also underline the importance of developing open marketing to enrich data collection and the dissemination of information within marketing teams. Link to the article
DION, D. and SITZ, L. (2014). Enrichir la compréhension des comportements de consommation: pistes opérationnelles et enjeux organisationnels. Décisions Marketing, 71, pp. 45-58.