Published November 24, 2021
Paris, November 24th, 2021 – Harris Interactive (a Toluna company) and L’Oeil du Marketing were honored at the Trophées Marketing 2021 ceremony hosted by Marketing and emarketing.fr, with an award in the Market Research category for their innovative project, “Better Consumption for a Better Life.” This award recognizes the collaborative nature of the project and its unique methodological approaches.
Led by Harris Interactive and co-designed with Insights Directors at 12 leading companies—including Coty, Danone, L’Oréal, Léa Nature Cosmétique, Léa Nature Food, Mars, McDonald’s, Nestlé, Pierre Fabre, and Seb—this project sought to bring a new perspective to the transformation of sustainable consumption and to gather collective intelligence via Harris Interactive’s HiLab!.
Through this collaboration came the Better Consumption for a Better Life approach, leveraging methodologies such as immersive ethnography studies, on-site interviews, quantification of behavioral repertoire, and activation workshops to examine differences between consumers’ stated sentiments and actual behaviors. The result is an agile framework enabling companies to understand where to focus their corporate social responsibility (CSR) efforts.
Harris Interactive, owned by Toluna, continues to lead with boldness, innovative technology, and human expertise in delivering high-quality insights to clients.