What has been the most significant change in consumer behavior in the last 10 years, and how has it impacted the way you think about marketing and communications?
The shift to online shopping has been a game-changer in consumer behavior. What fascinates me most is how consumers haven’t abandoned in-person shopping entirely; they crave a seamless blend of both experiences. This prompted the need for robust omnichannel strategies.
Some companies have embraced this seamlessly, like Whole Foods / Amazon. Personally, I love shopping at Whole Foods’ physical store but also appreciate the convenience of occasional deliveries. What’s impressive is how interconnected these experiences are. When I shop online, I can see all my past purchases regardless if I made those online or in a store. When I shop in a store, scanning my QR code linked to my Amazon Prime account gives me Prime discounts and access to my linked credit account, making the whole process seamless. There are other examples like connected packages that also illustrate the connection of the retail and digital worlds.
What do you read, listen to, or watch to keep track of developing issues and consumer dynamics?
I am a podcast addict. A few of my favorites about business, marketing, or psychology:
- Marketing Vanguard
- CMO Moves
- Uncensored CMO
- Masters of Scale
- Work Life with Adam Grant
- Freakonomics
- No Stupid Questions
- Inside Insights
- Speed of Culture
- Looking Outside
- Nudge
- Shiny New Object
- Behind the Numbers – eMarketer
- How I Built This
- Icons in the Making
I also attend a lot of conferences and webinars. Some focused on market research / consumer insights: TMRE, IIeX, Quirks… Others a bit broader: Advertising Week, Front End of Innovation, Youth Marketing Strategy… I also enjoy attending Sparks & Honey (part of Omnicom) cultural briefings in-person or on LinkedIn live.
Latest MAPS Interviews
- Learn what inspired Chris Bacon about targeting 1 billion consumers.
- Discover Idil Cakim‘s ‘lightbulb’ moment around word of mouth marketing.
- Find out how Rick Bruner thinks marketing leaders can start impacting climate change.
Has there ever been an issue, trend or dynamic that you thought was going to be bigger than it turned out to be?
I thought Virtual Reality would be bigger than it turned out to be. I remember testing headsets in conferences for a virtual store experience. And then everyone was talking about the metaverse.
Can you give an example of a marketing or communications strategy from a different sector that inspired you at some point during your career?
I am a big fan of Peloton. I admire how they created a community, almost a cult, around exercising. The brand masters behavioral science to make people invest in expensive equipment, to make them stick to exercise, or to become fans of their instructors. It starts with the free trial period, a good illustration of the zero price effect. It continues with the endowment effect (you tend to overvalue things you own) or the sunk cost fallacy (you are more likely to start or continue an activity if you have made an investment). The halo effect (all these celebrities who rave about their Peloton bike or treadmill definitely help the brand), the gamification or the goal gradient effect with badges or points contribute to make consumers loyals and the best brand ambassadors.
Looking into the future, which fast-moving issues and and consumer dynamics will marketing and communications leaders need to be aware of?
Looking into the future, marketing and communication leaders will need to be aware of the accelerating impact of climate change. Consumers are increasingly demanding transparency and action from brands. Marketing and communication leaders must go beyond mere words and advertisements; they must demonstrate tangible actions and initiatives that contribute to sustainability and mitigate environmental impact. This includes not only showcasing eco-friendly products and initiatives but also transparently communicating about sustainable sourcing, manufacturing processes, and supply chain practices.
Contact MAPS today for your free Snapshot
The Snapshot will quantify how you are perceived in comparison to your competition on one of today’s fast-moving issues. This service is limited to just a handful of organizations each week, so leave your details now and we’ll be in touch.
What has been the defining moment of your career, and why?
There have been several defining moments in my career. The first one was my first job post-graduation at Nestlé in France. That’s when I fell in love with consumer insights as a user (I was working in product management). The second was my move to the US seventeen years ago. I started my career almost from scratch in a new country and a new culture. I had to learn a different way of working with people, of managing teams, in addition to understanding different consumption behaviors and retail environment. The third was the change from the research vendor side to brand agencies in a huge global media group (WPP). I discovered the world of creativity and a place where I could flourish.
What one piece of advice would you share to those starting their career in marketing and communications?
Be curious and keep learning. Be curious about what happens in the world, in different sectors. For example, if you work in consumer insights / market research, don’t just attend events dedicated to this field. Go to conferences with designers, entrepreneurs, startups, new technologies, etc.
The world keeps evolving very fast. You have to be a lifelong learner. You have to constantly upskill and reskill.
Top Insights
- Which initiatives are moving the needle for the 20 companies with the strongest reputations around LGBTQ+ Rights?
- How does Amazon’s reputation around return to office compare to Microsoft’s among tech-savvy consumers?
- Is discussion of Harley-Davidson’s and Ford’s DEI changes taking place in the same places online – and why does this matter?
Where to find Severine: