Technology Interaction, Strategic Marketing & Customer Experience

Information and communication technologies (ICT) have changed consumer behavior across many different contexts.  Mindful of these changes, researchers are interested in this theme and contribute to it through research aimed at understanding and studying consumer behaviors and attitudes in terms of technology take-up in various sectors: medical, tourism, luxury, education, etc.

The data collected and the methodologies used on the ground help to identify a consumer experience that creates value for both individuals and organizations. On the one hand, social networks and a variety of digital tools offer consumers the opportunity to share a multitude of information related to their attitudes. On the other hand, the mobilization of distinct (qualitative and quantitative), innovative (such as neuromarketing) and complementary methodologies (combining conscious and unconscious, verbal, non-verbal and para-verbal data) allows a global approach to the experience.

Strategic and economic changes have challenged companies' knowledge of customer needs, resulting in better adapted product and service solutions. The academic research conducted in this theme explores the new strategies of brands, and the changes underway in the luxury goods sector for example, notably triggered by digitalization and the Covid-19 health crisis.

This theme falls within the strategic dimension of marketing, aiming to study and investigate the marketing strategies implemented or to be anticipated in a constantly changing environment. The research carried out seeks to identify the key success factors of an effective marketing approach (co-creation with consumers, sustainable marketing).  In this way, a part of the research team's work focuses on socially responsible consumption or on the commitment of brands to humanitarian causes.