More than 70 European students and educators gathered recently at the IAE of the University Savoie Mont Blanc in Annecy for an intensive international learning experience. Focused on a real-world strategic challenge proposed by Decathlon’s team sports brand, KIPSTA, the event marked a major milestone for the Erasmus+ SHERLOCK project.

Running from October 19 to 23, the immersive week combined modern market research methodologies with cross-cultural collaboration. Participants tackled concrete business problems by applying qualitative and quantitative data analysis techniques under professional conditions.

The SHERLOCK Project and Academic Innovation

The SHERLOCK initiative, standing for Survey Higher Education Research – Learning through Online Collaboration & Knowledge, aims to revolutionize how market research is taught in higher education. This initial learning, teaching, and training activity served as a vital pilot phase for developing the SHERLOCK serious game.

By immersing students in authentic corporate scenarios, the project bridges the gap between academic theory and practical corporate execution. Partner institutions from across Europe—including Howest Bruges, EUBA Bratislava, THA Aschaffenburg, CEU Valencia, and HEG Geneva—contributed to this collaborative framework.

Structuring International Market Research in Teams

Divided into multicultural teams, participants operated as professional market research consultants throughout the week. They designed structured research methodologies tailored to KIPSTA’s specific business objectives in the competitive sports retail sector.

The operational workflow encompassed several key phases:

• Research Design: Formulating precise research questions aligned with Decathlon’s market expansion and consumer engagement strategies.
• Data Collection: Designing interview guides and online questionnaires to capture robust consumer insights.
• Analytical Execution: Processing qualitative and quantitative datasets using modern analytical frameworks.
• Strategic Recommendations: Presenting comprehensive findings and marketing recommendations to an expert evaluation jury.

Critical Thinking and AI Integration in Marketing

A core focus of the SHERLOCK program involved addressing the responsible use of artificial intelligence in modern data analysis. Students were encouraged to leverage digital tools while maintaining a rigorous and critical evaluation of generated outputs.

This balanced approach ensures that future marketing professionals understand both the potential and the methodological limitations of AI. Participants learned to cross-verify data reliability, addressing potential ethical and analytical biases in digital market research.

Next Steps and Collaborative Future

The feedback gathered from students and faculty during this Annecy session will directly shape the subsequent development phases of the SHERLOCK digital learning platform. Organizers expressed gratitude to KIPSTA for its industrial partnership and to the participating universities for their dedication.

With international cooperation expanding, initiatives like SHERLOCK continue to redefine how European higher education prepares students for global market dynamics.

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