This year, the Printemps des études promises to be the industry event of the year. Created by and for the Communications, Marketing and Research profession in response to the industry’s need for a more comprehensive event, the trade show will be launched on 14 April 2016, at the Palais Brongniart in Paris. Asia Research is proud to be a media partner and has conducted a pre-conference interview with Manager and Commissioner-General of the event, Stephanie Perrin (left).
What are the major themes for this year’s show?
This year, twelve major conferences are programmed again. Opinion, Open data, new European regulations on personal data, Personal accounts and feedback on the new B2B marketing, or emotions and marketing decision… a lot of themes will be covered during the two days.
For example, a major theme of this year is Opinion. With the debates on wrong surveys, and the surprises of the elections in the UK and Greece, opinion experts can explain how situations are more complex to observe, reminding that opinion polls require expertise and rigor, even if new methods using social networks can bring complementary elements if their limits are well controlled.
How to take advantage of emotions in the marketing decision will be the subject of a major conference. Four companies will try to answer the following questions : how to grasp the emotional dimension of the consumer ? what is the quality of these data ? how to integrate them to the MR ? how to translate emotions ?
In all, the 2016 session features 71 conferences and workshops about the latest marketing and best practices. More than 124 companies will be present to share their solutions on The Printemps des études. It will be the opportunity for visitors (2,385 in 2015) to meet and network with the industry players on new challenges and marketing innovations.
Our 5th event session will have the honor to be opened by Sir Martin Sorrell, President of WPP Group and our attendees will have the privilege to discover his vision of MR and marketing.
What are the highlights of the event this year?
Of course Sir Martin Sorrell coming is a really wonderful showcase. It is a recognition for the French MR industry (4th place worldwide) and puts into relief, if needed, the internationalization of The Printemps des études. For us, it is an accomplishment to have the global leader of the industry on the event. It shows that our work since four years has paid off, and that the renown of The Printemps des études and his exhibitors, speakers and attendees is well established.
Built as a platform for meetings, and information exchange, co-creation, The Printemps des études highlights the changes of the industry, its challenges, and its potential for innovation. It offers its visitors a true panorama of solutions for the optimization of their development strategy.
Considered as the best spot to exchange, The Printemps des études is also the place where Market research institutes reveal, in agreement with their client, the results of their research in preview. Definitively, it is the place to be!
What do you think are the biggest trends influencing the industry in 2016?
MR industry has evolved a lot these last years. The apparition of new technologies launched new products or services for MR, and the economic crisis accelerated the necessity for the sector to adapt its offer.
2015 has been very challenging for the MR industry. The acceleration of the possibilities offered by technology offers many opportunities and deeply changes how brands must address consumers and interact with their client. Many tools are emerging, and extent of emotions is gradually needed to better understand the individual and his unconscious. That was particularly true in 2015. MR industry is changing: first oriented on studies questions, and then gradually incorporating more focus on broader business stakes, MR industry begins a new phase in which it should help even more companies to concretely address the business challenges.
Tools evolve quickly, it is essential for MR profesionnals to stay informed to discover and follow their evolutions. Each year, we notice that some trends continue and others appear always more refining consumer knowledge, strategic issue for companies. A challenge all the more acute as the market researcher found himself amid economic pressure and the time factor in business.
It becomes essential to “do better and more with less”. Indeed, there are not only budgets decreases but also less dedicated teams and a time pressure to be more and more important.
In 2016, I think that new technologies are more and more present. Companies will have to be creative to exploit the potential of these new tools. New technologies require a greater presence on social networks. Twitter, Facebook, Instagram and others are increasingly used, and companies must adapt to this way by including social media in their marketing strategy.
What will be the biggest takeaways for the participants of the show this year?
Our leitmotiv is “quality contents” and I am sure that participants will find what they came for.
For instance, The Printemps des études is still the only event which exposes as much as institutes (once again this year more than 60% of all players on the event are institutes).
We expect to produce a wow effect on all participants (exhibitors, speakers and visitors).
The show has seen growth and success over the years, what do you hope to see in the years to come?
I hope that the 2016 edition will be a success as much as the previous ones. I wish the event will live up to the expectations of visitors and exhibitors. It is the rendez-vous of the profession, a major gathering.
The Printemps des études is not a trade fair, it is a platform where a whole community gathers: university, research, young and senior professionals, institutes, press…
Let’s meet and talk about MR in Paris!