Stéphane Salgado | Quantitative Marketing

Marketing research

Rigorous methods, actionable insights.

My research focuses on consumer creativity, user innovation and crowdsourcing, areas that matter a great deal for contemporary marketing and new product development. I seek to offer insights on innovation contests, branding, co-creation and the sharing economy, together with their implications for practice.

My work has been published in the Journal of Business Research, Technological Forecasting and Social Change, Journal of Travel Research, Recherche et Applications en Marketing, Décisions Marketing and Innovations.

Explore my research

Current position Associate Professor of Quantitative Marketing, Toulouse School of Management, Université Toulouse Capitole Program direction Master 2 Marketing Management, TSM Research areas Innovation contests · Crowdsourcing · Co-creation · Branding · Sharing economy Methods & tools SmartPLS · SPSS · Stata · R · Jamovi · IRaMuTeQ · LIWC

Research topics

What I work on.

Sharing economy

Two-sided platform management

How switching roles between buyer and provider affects trust on sharing economy platforms.

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Crowdsourcing

Innovation contests

How to design compelling innovation contests on crowdsourcing platforms.

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Innovation signals

Patent perception by consumers

Signaling innovativeness to consumers with a “patent marking” strategy.

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Co-creation

Motivating consumer creativity

How to reward creativity in consumer co-creation contests.

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Blog

Latest posts.

Innovation signals

“Designed by our fans”: how user-designed disclosure signals innovation

September 2026 · PDF

Telling customers that a product was designed by fans or consumers raises perceived innovativeness and purchase intention, especially for technological products.

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Technology acceptance

Would you accept a drone delivering your parcel? Benefits and risks of AI-automated last-mile delivery

February 2026 · PDF

What drives French consumers to accept AI-automated delivery drones: well-being, perceived risks, privacy and environmental concerns, based on an experiment with 3,212 participants.

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Sharing economy

Beyond a single trust score: competence, benevolence and integrity on peer-to-peer platforms

December 2024 · Publisher

Competence, benevolence and integrity: how different dimensions of platform trust, dual-role users and CSR shape trust in Airbnb hosts.

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Business education

Bridging theory and practice.

I teach New Product Development, Market Research and Data Analysis to master students, Product and Branding Management to bachelor students, and semi-automated textual analysis to PhD students.

I direct the Master 2 Marketing Management program at TSM and supervise master theses in marketing and innovation.

Courses Thesis supervision

Resources for marketing researchers

Scale repository

Are you designing a survey or an experiment in marketing or innovation? My collection of more than 30 validated measurement scales, with items and sources, can help you build your questionnaire.

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Experience

Career.

Since 2016
Toulouse School of Management
Associate Professor

Director of the Master 2 Marketing Management program; courses in Branding, Data Analysis and New Product Development.
2003 – 2016
Arts et Métiers ParisTech
Assistant Professor

Management professor and program coordinator of the Innovation Management program at an engineering school.
1992 – 2000
Clairefontaine
Business Developer

Sales of office and school supplies to stationery stores and large retailers on the Spanish market.