Market research is an essential marketing tool, but can it be both effective and fun? Polygon University took up this challenge at an exceptional conference entitled “Market Research: Investigation and Fun“, hosted by expert Ben Meziane Mohammed. The event brought together students, professionals and enthusiasts to explore a new approach that combines rigor and creativity.
Transformer “Market Research” : une vision innovante
At the heart of successful marketing strategies lies market research, which helps companies to better understand their consumers and anticipate trends. Ben Meziane Mohammed opened the conference with a powerful idea: what if data collection and analysis could become engaging, almost playful experiences? He explained how traditional methods, while sound, sometimes lack interactivity. To meet modern challenges, he advocated an innovative approach in which active participation and interactive tools play a key role. In his words: “Engaging participants through creative approaches can not only improve the quality of the data collected, but also make the process much more enjoyable.”
Keys to a better understanding of consumers
A central focus of the conference was to explore how to decipher consumer behavior. Through case studies and demonstrations, Ben Meziane revealed the psychological mechanisms that influence purchasing decisions, from emotions to cognitive biases. These elements enable companies to refine their strategies to better meet market expectations.
Market Research” event highlights“
Data come to life
Data visualization was a highlight of the conference. Thanks to tools such as dynamic infographics and interactive dashboards, participants were able to see how complex information can be presented in an attractive and comprehensible way. These techniques not only help to communicate results effectively, but also to capture the attention of stakeholders.
Innovation through interactivity
Among the innovative approaches discussed, gamified surveys and immersive virtual environments stood out. These tools transform a task often perceived as tedious into an engaging activity, while guaranteeing authentic, high-quality responses.
Striking the right balance between rigor and pleasure
For Ben Meziane, the key is to combine proven scientific methods with a touch of creativity. This means experimenting with new ideas while preserving the validity and reliability of results. This marriage of seriousness and innovation can propel companies towards more informed decisions.
Concrete applications for businesses
One of the highlights of the conference was the presentation of real-life case studies. Among the examples discussed, a retail brand used augmented reality to study in-store customer behavior, while a technology start-up relied on interactive surveys via social networks to design new products. These cases demonstrate that innovation in market research is accessible to all companies, large or small.
An immersive and inspiring experience
The conference itself was a practical demonstration of these concepts. Participants took part in an interactive exercise, simulating a market research session using innovative techniques. They were able to see how interactivity can transform classic data collection into an enriching and memorable experience.
Preparing tomorrow’s leaders
At Polygon University, we firmly believe that students must be prepared to meet the challenges of an ever-changing world. This conference was not just a learning opportunity, but a springboard to inspire the next generation of marketers and entrepreneurs. We are proud to have offered this platform to our students and to contribute to their professional development. This event underlines Polygon University’s commitment to providing training that is relevant, innovative and aligned with market needs. By collaborating with experts like Ben Meziane Mohammed, we offer our students valuable exposure to the trends and tools that are shaping the future.
Want to find out more about our initiatives and events? Visit our website and stay tuned to the opportunities we offer. At Polygon University, one of the best private universities in Tunisia, we innovate to give you the keys to success.
