Experimentation methods usage inside marketing departments

Abstract

This research describes experimentation methods as used in marketing departments in France. Using interviews with professionals and a qualitative thematic analysis, a taxonomy is proposed which shows the diversity of business experiment practices and discusses the associated management challenges. The taxonomy distinguishes “proper” experimentation practices and “simple” experiences which are dedicated to “experiencing a reality” that will allow the marketing team to adjust itself to the market. The second dimension covered relates to the degree of co-creation between the marketing team and the external or internal “users”. Our research contributes to an empirical and a conceptual clarification of “adaptive market experimentation” suggested by Day (2011). Overall, this research should help to a better understanding of a marketing practice that has a great role to play in fostering managerial change and innovation in many organizations.