{"id":25888,"date":"2019-01-30T18:24:50","date_gmt":"2019-01-30T18:24:50","guid":{"rendered":"http:\/\/consumerinsight.eu\/marketingisdead\/?p=25888"},"modified":"2019-01-30T18:24:50","modified_gmt":"2019-01-30T18:24:50","slug":"ils-sont-le-futur-des-etudes-kathleen-morin","status":"publish","type":"post","link":"http:\/\/consumerinsight.eu\/marketingisdead\/ils-sont-le-futur-des-etudes-kathleen-morin\/","title":{"rendered":"Ils sont le futur des \u00e9tudes\u00a0: Kathleen Morin"},"content":{"rendered":"

Qu\u2019attendent les Digital Natives<\/strong> d\u2019une profession fa\u00e7onn\u00e9e et structur\u00e9e par les Digital Immigrants<\/strong>, quelles sont leurs aspirations profondes ? Huit d\u2019entre eux sont venus t\u00e9moigner lors de la derni\u00e8re Journ\u00e9e Nationale des Etudes Adetem\/Uda<\/strong>.<\/p>\n

Pour prolonger les d\u00e9bats, ils ont accept\u00e9 de jouer le jeu d\u2019un rapide interview\u00a0: voici les r\u00e9ponses de Kathleen Morin<\/strong>, Responsable Clients & Solutions<\/em> chez Kantar Media<\/p>\n

Fran\u00e7ois\u00a0:<\/strong> Quelle est la chose la plus importante pour toi dans ta vie, ce qui te motive le plus\u00a0?<\/em><\/p>\n

Je suis un peu hyperactive alors difficile de d\u00e9finir une seule chose.<\/p>\n

C\u2019est aussi une question de temp\u00e9rament mais je n\u2019aime pas m\u2019ennuyer.<\/p>\n

J\u2019ai besoin de tester r\u00e9guli\u00e8rement des nouvelles activit\u00e9s, \u00e7a permet de me challenger.<\/p>\n

En ce moment, j\u2019avance sur des projets personnels. J\u2019ai mis longtemps avant de me d\u00e9cider et de rendre cela concret mais depuis quelques mois, j\u2019ai senti que c\u2019\u00e9tait le moment. Le tout c\u2019est de rester \u00e0 l\u2019\u00e9coute de soi-m\u00eame. Quand on sent que l\u2019on a la ressource et l\u2019\u00e9nergie n\u00e9cessaire, alors on peut sortir de sa zone de confort.<\/p>\n

\"\"<\/a>Fran\u00e7ois\u00a0:<\/strong> Et qu\u2019est-ce qui te motive le plus dans ton job\u00a0?<\/em><\/p>\n

Ce que j\u2019aime vraiment, c\u2019est de prendre part \u00e0 des sujets strat\u00e9giques \u00e0 moyen\/long terme.<\/p>\n

L\u2019ensemble des \u00e9tudes que l\u2019on produit nourrit aussi ma culture et je trouve formidable d\u2019avoir acc\u00e8s \u00e0 autant d\u2019insights.<\/p>\n

Tr\u00e8s simplement, j\u2019ai aussi besoin d\u2019aller au travail avec le sourire. C\u2019est un facteur cl\u00e9 de ma motivation. Je suis persuad\u00e9e qu\u2019un salari\u00e9 heureux est un salari\u00e9 plus productif !<\/p>\n

Fran\u00e7ois\u00a0:<\/strong> Que regard portes-tu sur le marketing en g\u00e9n\u00e9ral, et les \u00e9tudes marketing en particulier\u00a0?<\/em><\/p>\n

Il y a plus que jamais un besoin d\u2019accompagner les annonceurs sur le comportement et les usages de leurs consommateurs \u00e0 travers des \u00e9tudes cibl\u00e9es.<\/p>\n

Mais par d\u00e9finition, faire une \u00e9tude c\u2019est prendre le temps d\u2019observer et d\u2019analyser avant de conclure. A la vitesse du changement, une tendance ou un usage peut disparaitre et naitre en une fraction de seconde. Cela implique n\u00e9cessairement d\u2019aller encore plus vite et d\u2019acc\u00e9l\u00e9rer les m\u00e9thodes et les process.<\/p>\n

L\u2019enjeu important dans les ann\u00e9es \u00e0 venir pourrait notamment porter sur le format de restitution.<\/p>\n

Fran\u00e7ois\u00a0:<\/strong> Comment d\u00e9finirais-tu tes relations avec ceux qui t\u2019encadrent, qu\u2019en attends-tu\u00a0?<\/em><\/p>\n

Avec mes managers, je peux \u00eatre assez exigeante : Je souhaite qu\u2019on me fasse confiance, qu\u2019on m\u2019\u00e9l\u00e8ve, qu\u2019on me donne des responsabilit\u00e9s\u2026 et qu\u2019on me canalise aussi.<\/p>\n

Pour cela j\u2019ai besoin d\u2019\u00eatre accompagn\u00e9e.<\/p>\n

Un management de proximit\u00e9 semble ainsi essentiel.<\/p>\n

Une fois cet \u00e9quilibre trouv\u00e9, je m\u2019investis \u00e0 300% et je suis fid\u00e8le.<\/p>\n

Aujourd\u2019hui, la garantie de l\u2019emploi ne suffit plus du tout \u00e0 notre g\u00e9n\u00e9ration. On a besoin en plus, et c\u2019est l\u00e0 tout le challenge, que l\u2019entreprise nous donne envie de nous lever chaque matin et de nous d\u00e9passer.<\/p>\n

Fran\u00e7ois\u00a0:<\/strong> Comment entrevois-tu l\u2019avenir, avec notamment l\u2019arriv\u00e9e de le Gen Z\u00a0?<\/em><\/p>\n

L\u2019arriv\u00e9e de la Gen Z dans nos organisations va impliquer de se remettre encore plus en question et de revoir notre quotidien et nos habitudes. Pour le coup ce n\u2019est pas une g\u00e9n\u00e9ration en opposition avec la n\u00f4tre, mais elle est peut \u00eatre encore plus extr\u00eame.<\/p>\n

Le Z voudra d\u2019avantage entreprendre, \u00eatre actif de sa propre vie mais \u00e9galement du monde qui l\u2019entoure. Ce qui me donne confiance, c\u2019est cette notion d\u2019engagement. Hyper connect\u00e9e, cette g\u00e9n\u00e9ration est dans le futur et souhaite prendre position sur le monde qui l\u2019entoure. Elle va consid\u00e9rablement participer de par sa curiosit\u00e9 et son culot, \u00e0 faire bouger les codes.<\/p>\n

Attention cependant \u00e0 une certaine contradiction les concernant : Entre l\u2019envie de s\u2019investir et l\u2019impatience qui les caract\u00e9rise, la culture du Zap n\u2019est jamais loin, les fid\u00e9liser sera l\u2019un des enjeux !<\/p>\n","protected":false},"excerpt":{"rendered":"

Qu\u2019attendent les Digital Natives d\u2019une profession fa\u00e7onn\u00e9e et structur\u00e9e par les Digital Immigrants, quelles sont leurs aspirations profondes ? Huit d\u2019entre eux sont venus t\u00e9moigner lors de la derni\u00e8re Journ\u00e9e Nationale des Etudes Adetem\/Uda. Pour prolonger les d\u00e9bats, ils ont accept\u00e9 de jouer le jeu…<\/p>\n","protected":false},"author":2,"featured_media":25889,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"spay_email":"","jetpack_publicize_message":"","jetpack_is_tweetstorm":false,"jetpack_publicize_feature_enabled":true},"categories":[149],"tags":[168,270],"yoast_head":"\nIls sont le futur des \u00e9tudes\u00a0: Kathleen Morin - Marketing is Dead<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/consumerinsight.eu\/marketingisdead\/ils-sont-le-futur-des-etudes-kathleen-morin\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Ils sont le futur des \u00e9tudes\u00a0: Kathleen Morin - Marketing is Dead\" \/>\n<meta property=\"og:description\" content=\"Qu\u2019attendent les Digital Natives d\u2019une profession fa\u00e7onn\u00e9e et structur\u00e9e par les Digital Immigrants, quelles sont leurs aspirations profondes ? 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Pour prolonger les d\u00e9bats, ils ont accept\u00e9 de jouer le jeu...\" \/>\n<meta property=\"og:url\" content=\"https:\/\/consumerinsight.eu\/marketingisdead\/ils-sont-le-futur-des-etudes-kathleen-morin\/\" \/>\n<meta property=\"og:site_name\" content=\"Marketing is Dead\" \/>\n<meta property=\"article:published_time\" content=\"2019-01-30T18:24:50+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2019\/01\/Kathleen-Morin.jpg?fit=486%2C480&ssl=1\" \/>\n\t<meta property=\"og:image:width\" content=\"486\" \/>\n\t<meta property=\"og:image:height\" content=\"480\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"twitter:card\" content=\"summary\" \/>\n<meta name=\"twitter:label1\" content=\"\u00c9crit par\" \/>\n\t<meta name=\"twitter:data1\" content=\"FLaurent\" \/>\n\t<meta name=\"twitter:label2\" content=\"Dur\u00e9e de lecture estim\u00e9e\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebSite\",\"@id\":\"https:\/\/consumerinsight.eu\/marketingisdead\/#website\",\"url\":\"https:\/\/consumerinsight.eu\/marketingisdead\/\",\"name\":\"Marketing is Dead\",\"description\":\"Le marketing est mort, vive le marketing\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/consumerinsight.eu\/marketingisdead\/?s={search_term_string}\"},\"query-input\":\"required name=search_term_string\"}],\"inLanguage\":\"fr-FR\"},{\"@type\":\"ImageObject\",\"@id\":\"https:\/\/consumerinsight.eu\/marketingisdead\/ils-sont-le-futur-des-etudes-kathleen-morin\/#primaryimage\",\"inLanguage\":\"fr-FR\",\"url\":\"https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2019\/01\/Kathleen-Morin.jpg?fit=486%2C480\",\"contentUrl\":\"https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2019\/01\/Kathleen-Morin.jpg?fit=486%2C480\",\"width\":486,\"height\":480},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/consumerinsight.eu\/marketingisdead\/ils-sont-le-futur-des-etudes-kathleen-morin\/#webpage\",\"url\":\"https:\/\/consumerinsight.eu\/marketingisdead\/ils-sont-le-futur-des-etudes-kathleen-morin\/\",\"name\":\"Ils sont le futur des \u00e9tudes\u00a0: Kathleen Morin - Marketing is Dead\",\"isPartOf\":{\"@id\":\"https:\/\/consumerinsight.eu\/marketingisdead\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/consumerinsight.eu\/marketingisdead\/ils-sont-le-futur-des-etudes-kathleen-morin\/#primaryimage\"},\"datePublished\":\"2019-01-30T18:24:50+00:00\",\"dateModified\":\"2019-01-30T18:24:50+00:00\",\"author\":{\"@id\":\"https:\/\/consumerinsight.eu\/marketingisdead\/#\/schema\/person\/c833e7ddb1d68e0df001732301d4aeb0\"},\"breadcrumb\":{\"@id\":\"https:\/\/consumerinsight.eu\/marketingisdead\/ils-sont-le-futur-des-etudes-kathleen-morin\/#breadcrumb\"},\"inLanguage\":\"fr-FR\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/consumerinsight.eu\/marketingisdead\/ils-sont-le-futur-des-etudes-kathleen-morin\/\"]}]},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/consumerinsight.eu\/marketingisdead\/ils-sont-le-futur-des-etudes-kathleen-morin\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Accueil\",\"item\":\"https:\/\/consumerinsight.eu\/marketingisdead\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Ils sont le futur des \u00e9tudes\u00a0: Kathleen Morin\"}]},{\"@type\":\"Person\",\"@id\":\"https:\/\/consumerinsight.eu\/marketingisdead\/#\/schema\/person\/c833e7ddb1d68e0df001732301d4aeb0\",\"name\":\"FLaurent\",\"image\":{\"@type\":\"ImageObject\",\"@id\":\"https:\/\/consumerinsight.eu\/marketingisdead\/#personlogo\",\"inLanguage\":\"fr-FR\",\"url\":\"http:\/\/2.gravatar.com\/avatar\/5e45706da2854ada2c455d0d250350f3?s=96&d=mm&r=g\",\"contentUrl\":\"http:\/\/2.gravatar.com\/avatar\/5e45706da2854ada2c455d0d250350f3?s=96&d=mm&r=g\",\"caption\":\"FLaurent\"},\"url\":\"http:\/\/consumerinsight.eu\/marketingisdead\/administrateur\/flaurent\/\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Ils sont le futur des \u00e9tudes\u00a0: Kathleen Morin - Marketing is Dead","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/consumerinsight.eu\/marketingisdead\/ils-sont-le-futur-des-etudes-kathleen-morin\/","og_locale":"fr_FR","og_type":"article","og_title":"Ils sont le futur des \u00e9tudes\u00a0: Kathleen Morin - Marketing is Dead","og_description":"Qu\u2019attendent les Digital Natives d\u2019une profession fa\u00e7onn\u00e9e et structur\u00e9e par les Digital Immigrants, quelles sont leurs aspirations profondes ? 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