Welcome to this MarTech Series chat Rodolphe, tell us more about Potloc and what inspired this journey?
I created Potloc with Louis Delaoustre as a response to a much-needed revamp to the way consumer research has been conducted up until now, as consumers changed behaviors during the past 2 decades due to globalization, the rise of mobile technologies, and interconnectivity, the opportunity to make these changes happen was unique.

Potloc was born as a way to advance the methodology, using today’s technologies, and placing consumers at the heart of it all. Since we use social networks to deploy our surveys, we have access to insights of a new generation of consumers: Millennials, Gen Z, as well as other demographic and interest groups –including shoppers and non-shoppers.

In today’s highly personalized marketing and advertising environment, how do you feel marketers can improve how they grab insights from their audience to improve their targeted campaigns?

Traditionally, marketers have relied on traditional methodologies to survey their customers for more than 30 years now. Panels, phone interviews, mall intercepts all have their merits and their place in understanding consumers. However, with the advent of social media, we are now more connected and present online than ever before. There are 4.3 billion social media users worldwide. That’s a little over half the world’s population. So I would say to marketers: If you are targeting people with your products and services online through paid ads on social and other media platforms, and trusting your revenue generation with what people are doing from their phones and computers, don’t you think you should be capturing what their thoughts and experiences are in the platforms they not only love and trust but also spend a large chunk of their time at?

Getting insights from the very people you target with your campaigns, at the times when they are most open and willing to answer (usually while scrolling their social feeds), about the topics they care about, gets you fresh, honest responses that will inform not only your campaign strategy, but also your customer experience, R&D, and personalization tactics.

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