UNamur researcher wins Best Research Paper Award at American Marketing Association conference - SERVSIG

Floriane Goosse's thesis explores how voice assistants (such as Alexa and Google Assistant) can improve the well-being of users in vulnerable situations, particularly visually impaired people. More concretely, her research aims in the first instance to understand how these technologies can impact the well-being of these users, and help them and their families on the path to resilience. Secondly, it seeks to personalize voice assistants to better meet the needs of these people. The aim is to adapt not only technical functionalities, but also more subtle aspects such as intonation and voice type. This personalization could play a therapeutic role, helping users - and their loved ones - to better accept and manage their disability. This study represents a major advance in understanding the role of technology and in promoting the inclusion and well-being of vulnerable groups in society.

The efforts of this research team have been crowned with success. In June 2024, this work won the prestigious "Best Research Paper Award" at the American Marketing Association's SERVSIG 2024 conference in Bordeaux. The originality and societal impact of the subject were particularly commended. The methodological approach of the work was also highlighted. Indeed, through fieldwork with associations helping the visually impaired, this research shows a potential to transform and impact lives.

Wafa Hammedi emphasizes the importance of the societal impact of her PhD student's research and, more broadly, that carried out at UNamur's Centre de Recherche en Marketing et Management des Services, the NaDI-CeRCLe. "Our research aims to promote a more inclusive society and make this world a better place for all," adds Wafa Hammedi. "The potential lies in applying the results to change something in these people's world. It also questions the meaning of what an academic does. You have to have passion for research, and we're even more passionate when we know that what we produce will have meaning. "

The University of Namur stands out here for the societal impact of its research, transforming it into concrete solutions for a more inclusive society. Floriane Goosse and her co-authors have high ambitions for the future. Their work demonstrates that academic research can and must have a direct impact on society. International collaboration, particularly with renowned institutions at the cutting edge of technological advances such as Maastricht University, strengthens the relevance and innovation of research projects!