Web 2.0 et Etudes de marché : vers une nouvelle génération d'études de marché ?

Abstract : After having described the web 2.0, the author highlights the challenges and opportunities that this « new » web offers to market research professionals. Initially qualified, in the nineties, as the 4th generation of market research, thanks to the rise of the web 2.0 and of the “super consumer”, online research in a 2.0 environment forces market research professionals to move away from questioning to listening. Using different examples, the author explains this change and describes its main consequences.
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Contributor : Laurent Flores <>
Submitted on : Wednesday, July 22, 2009 - 6:56:56 AM
Last modification on : Thursday, January 11, 2018 - 6:17:40 AM
Long-term archiving on : Tuesday, June 15, 2010 - 8:58:29 PM

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Laurent Flores. Web 2.0 et Etudes de marché : vers une nouvelle génération d'études de marché ?. Revue Française du Marketing, Paris : A.D.T. d'exécution et de l'exploitation des études de marché, 2008, pp.7-16. ⟨sic_00406355⟩

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