of consumers expect brands to be committed and help them consume better.
As part of the 6th edition of the Trophées Etudes & Innovations organised by 100%Media, OpinionWay won the prize in the Data Hybridisation category with the NORRM Observatory conducted for the Association Prévention Routière.
This project also wins the prize for the study of the year 2022 among 37 innovative research projects suggested by 24 companies!
Read the article by Phillipe Le Magueresse, CEO of OpinionWay
The 2019 edition of PWC’s recurring survey of international decision-makers from major companies revealed a paradoxical situation*: 95% of the decision-makers considered that data is essential to make a marketing decision. But only 15% felt that the data available to them was complete (even fewer than in 2009 – 21%!). In the meantime, the volume of available data has exponentially grown, driven by the digital transformation. Increasingly since the 2010’s, journeys, behaviours and conversations leave traces – structured or unstructured like texts or images – that can be collected, stored and processed. Could this paradox be linked to data illiteracy, i.e. an inability or difficulty in exploiting data ? Discover Philippe Le Magueresse's analysis !