Bienvenue au Nadi-CeRCLe, Centre de Recherche en Marketing et Gestion des Services de l'Université de Namur. Créé en 2005 au sein de la Faculté des sciences économiques, sociales et de gestion, le Nadi- CeRCLe rassemble une équipe dynamique d'enseignants, de chercheurs, de doctorants et de praticiens. Depuis 2018, le CeRCLe est fier d'être un partenaire fondateur de l'Institut Numérique de Namur (INN), faisant avancer la recherche de pointe et la collaboration à l'ère numérique.
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News
Research from UNamur Makes Artificial Intelligence Tools More Reliable
Research from UNamur Makes Artificial Intelligence Tools More Reliable
Researchers at UNamur have developed a new method that has uncovered 32 previously undetected bugs in some of the most widely used software libraries for training artificial intelligence models. Originating from a master’s thesis, this research has already led to fixes in several software programs used by millions of developers around the world.
Before artificial intelligence can recognize an image, understand a text, or answer a question, it must first be trained. To do this, developers and data scientists use specialized software libraries—true “toolboxes” that enable the construction of these AI models.
A research team comprising the University of Namur, the University of Passau (Germany), and TU Delft (Netherlands) has been studying this software. Their goal: to detect bugs that are particularly difficult to spot and that could cause a program to crash suddenly.
A New Method for Detecting Hidden Bugs
To verify that these libraries are functioning properly, researchers use software capable of automatically generating thousands of tests. The purpose of these tests is to push the programs to their limits in order to identify any potential errors.
Until now, however, these tools had a major limitation: whenever a test caused a software library to malfunction, the software responsible for running the tests would also stop working. This made it impossible to pinpoint the exact source of the problem or report it to the developers.
Researchers at UNamur have therefore devised a new method. Now, each test is run separately. If one of them causes a crash, it is isolated: the testing software continues to run, logs the error, and carries on with its analysis. This makes it possible to automatically detect bugs that previously went unnoticed.
32 bugs discovered and already fixed
Using this new method, researchers analyzed 1,648 modules from the leading machine learning libraries and uncovered 32 previously unknown bugs. Several of these affected software that has become indispensable for training artificial intelligence models.
These issues were reported to the development teams. Several have already been acknowledged and fixed. “When a bug is fixed at this level, potentially thousands, or even millions, of users benefit,” notes Xavier Devroey, a professor in the Faculty of Computer Science at UNamur and a member of the PReCISE research center at the Namur Digital Institute (NaDI). Beyond these fixes, this research helps make the software on which so many artificial intelligence applications rely today more reliable.
Research that grew out of a thesis
This breakthrough originated from Lucas Berg’s master’s thesis, completed at UNamur under the supervision of Professor Xavier Devroey. As part of his research internship, Lucas Berg then joined Professor Annibale Panichella’s team at TU Delft to work on Pynguin, the open-source automated test generation tool developed at the University of Passau by Professor Gordon Fraser’s team, mentioned earlier.
Initially, his goal was to improve this tool. By preventing crashes while discovering bugs, this first contribution subsequently caught the attention of researchers at the University of Passau, who were facing the same problem, leading to an international collaboration that would result in a joint scientific publication.
Lucas Berg is currently pursuing a Ph.D. at the Faculty of Computer Science at UNamur under the supervision of Professors Wim Vanhoof and Xavier Devroey. The results of this research were presented at the IEEE International Conference on Software Testing, Verification, and Validation (ICST 2026), one of the most prestigious international conferences in the field of software testing.
This research also received support from the Wallonia Public Service (SPW Research) and Wallonia-Brussels International. This recognition underscores the quality of this work and its significance to the international scientific community.
The Namur Digital Institute (NaDI)
At NaDI, researchers develop innovative solutions to the new societal challenges posed by the digital revolution (eGov, eHealth, eServices, big data, etc.). Drawing from a variety of disciplines, the researchers combine their expertise in computer science, technology, ethics, law, management, and sociology. Comprising six research centers, the Namur Digital Institute offers unique multidisciplinary expertise in all areas of computer science, its applications, and its social impact.
Wafa Hammedi: Impact as a Compass
Wafa Hammedi: Impact as a Compass
Through research, teaching, and knowledge sharing, Wafa Hammedi, a professor at Sciences Po’s Faculty of Economics, Management, and Communication (EMCP), has charted a path guided by her convictions. Far from the performance-driven clichés typically associated with marketing, she advocates for socially engaged research that serves society, equity, and inclusion.
You specialize in services and innovation marketing. What led you to focus on this area of research?
Service marketing appealed to me because it directly touches people’s real lives: seeking medical care, learning, getting around, accessing public services, interacting with technology, or receiving support in times of vulnerability. Unlike product marketing, which focuses more on tangible goods, service marketing is concerned with experiences that are often intangible, subjective, and deeply human.
This field allows us to analyze what defines the quality of an experience: human or digital interactions, trust, emotions, the co-creation of value, as well as issues of social justice, ethics, inclusion, and dignity. The same experience can be perceived differently depending on the individual, their resources, their situation, and the context of their interaction. This is precisely what makes this field of research complex, fascinating, and essential.
What motivates me today is understanding how organizations and institutions can design services that are not only effective or innovative, but also fairer, more humane, and more responsible. For me, service marketing is a tool for transforming people’s experiences and contributing, in very concrete ways, to people’s well-being and to a more inclusive society.
Speaking of which, how do these issues of inclusion, equity, and vulnerability play out in your research?
These questions are at the heart of my work. From this perspective, services are not reduced to a simple transaction but are situated within an ecosystem involving multiple stakeholders. For me, inclusion and equity are not abstract concepts: they prompt us to ask who is left out of certain services, who faces greater difficulties in being heard, understood, or served with dignity, and how to design interactions that strengthen autonomy rather than creating new forms of exclusion. My goal as a researcher is to address these issues and propose concrete recommendations in close collaboration with all stakeholders. In my view, academic research has a responsibility to engage with important societal issues and to help make the service system more inclusive and respectful of people’s dignity.
These questions are at the heart of my work. They are not abstract concepts: they prompt us to ask who is being left behind and how we can design interactions that foster autonomy rather than creating new forms of exclusion.
I also advocate for management research that is more open, more inclusive, and truly connected to the realities of the world. All too often, our field remains dominated by a Europe–United States lens, which leaves other contexts, other voices, and other experiences in the shadows. However, to remain relevant, management science must better integrate the diversity of human, social, cultural, and geographic realities. This commitment is not merely an intellectual conviction; it translates into concrete actions. For example, through the NEXSER program—an ambitious initiative supported by the European Union via Erasmus+—we have built a network of excellence with partners from the Global South. These collaborations—fueled by research stays, scholarly exchanges, and joint research projects—enable us to broaden our perspectives, challenge our established frameworks, and produce research that is more grounded, more accurate, and more useful. Whether through my institutional responsibilities, my international collaborations, or my engagement within my scientific community, I strive to contribute to academic ecosystems where scientific excellence, societal impact, and personal fulfillment advance hand in hand. For me, research without borders is also research that opens doors.
You have just received the Jay Kandampully Journal of Service Management (JOSM) Mentorship Award, which recognizes support for and commitment to the career development of early-career researchers. What does this award mean to you?
It is a true honor, and this recognition touches me deeply. This appointment serves as a reminder that academic impact is not measured solely by publications, but also by the ability to teach, support, and help others grow. It recognizes a central aspect of my academic identity: mentoring.
I am convinced that supporting the next generation of researchers means shaping the future of research and society. It is essential, demanding work—yet often unseen. Helping young researchers find their voice in a highly competitive and demanding academic world, gain confidence, feel validated, and develop high-quality, meaningful research is, for me, just as important as conducting research myself. In a way, it means guiding them as they learn a demanding profession. This commitment is reflected in my participation in committees, thesis defense panels, and large-scale mentoring programs at the national and international levels. When supervising my own doctoral students, I try to encourage them to nurture their passion for scientific research, to develop an academic mindset, to believe in their contributions, and to conduct research that transcends their individual trajectories to be of real benefit to society. For me, mentoring is not limited to the acquisition of scientific or methodological skills. It also involves passing on values that are fundamental to the academic world: integrity, rigor, responsibility, intellectual openness, respect for others… as well as a commitment to producing research that is useful, robust, and capable of meeting the highest scientific standards.
This nomination also holds special significance for me, as it comes from people I deeply respect, both in Belgium and elsewhere. The fact that senior colleagues and young researchers took the initiative to submit this nomination without my knowledge makes this recognition even more valuable and deeply personal. I sincerely enjoy interacting with young researchers. These interactions give great meaning to my academic mission. I enjoy taking the time to mentor them—whether they’re my Ph.D. students or not—with a level of expectation that I hope is always supportive. As I often tell them: “Small details make a big difference.” I am therefore deeply moved to see this long-term effort recognized by my peers.
You are participating in the social innovation lab, which raises students’ awareness of the Sustainable Development Goals through hands-on projects. How does this approach change the way they learn?
My approach as a teacher aligns with the one I advocate as a researcher: helping students push themselves while bringing theoretical concepts to life. This approach shifts them from a mindset of simply absorbing content to one of active engagement. In this social innovation lab led by a highly dynamic team of instructors, students step into the role of “change makers” to develop solutions to pressing societal issues related to the Sustainable Development Goals, such as poverty, disability, and so on. We strive to bring them as close as possible to the issue at hand so they can shift their perspectives and better understand the realities experienced by others. In this way, they learn to connect concepts to human realities, collaborate, experiment, take responsibility for their choices, and reflect on the consequences of their actions. We use innovative and immersive teaching methods. For example, we recently developed virtual reality scenarios that allow students to experience the daily life of a visually impaired person. In addition to stimulating their capacity for innovation, this course fosters their empathy—an essential quality for future leaders. I strongly believe in an educational approach that produces not only good students, but also citizens and future professionals capable of considering the impact of their actions. I am convinced that better training for our managers today contributes to building a better, fairer society that is more attentive to everyone.
Quick Resume
Wafa Hammedi has been a professor and researcher in services marketing and innovation at the University of Namur since 2010. Her award-winning work explores how services can serve as drivers of inclusion, equity, and societal transformation. She holds editorial positions at leading academic journals and mentors doctoral students who have received research awards.
The Center for Research in Marketing and Service Management (CeRCLe)
Wafa Hammedi heads NaDI-CeRCLe, the UNamur Research Center for Marketing and Service Management. Established in 2005 within the Faculty of Economics, Management, and Communication Sciences (EMCP), it brings together a dynamic team of faculty members, researchers, doctoral students, and practitioners in the fields of marketing and service management. The center places impact at the heart of its work, particularly in the areas of consumption, responsible and ethical management, new models of sustainable marketing, and inclusion and vulnerability. NaDI-CerCLe is internationally recognized as a leading research center by the American Marketing Association (SERVSIG) and the French Marketing Association (AFM).
This article is taken from the "Expert" section of Omalius magazine, Issue #41 (June 2026).
Insight Out: The Series That Makes Research Accessible
With INSIGHT OUT, Confluent des Savoirs has launched a popular science web series based on an idea by Wafa Hammedi. The first three episodes focus on research in the EMCP that is little known to the general public and showcase the full diversity of a field often wrongly reduced to a few clichés. The project is intended to eventually highlight research from all of our university’s schools.
Why Hiking in the Mountains Recharges Our Batteries: Research Conducted by UNamur and the University of Burgundy Provides Answers
Why Hiking in the Mountains Recharges Our Batteries: Research Conducted by UNamur and the University of Burgundy Provides Answers
The result of a collaboration with Isabelle Frochot of the University of Burgundy Europe, a study in which Alain Decrop, a marketing professor at the EMCP Faculty, participated, shows that the mountains foster a genuine reconnection with oneself, with others, and with one’s environment. The results of this research were published in the prestigious journal *Recherche et Applications en Marketing* (RAM).
But what drives so many people to spend several days in the mountains? That’s the question researchers set out to answer. “The popularity of multi-day hiking in the mountains continues to grow, and it’s certainly intriguing,” begins Alain Decrop. “Today, some destinations are even facing overtourism. We thought it would be interesting to understand what people are really looking for in this type of experience.” The researchers conducted a field study at a dozen mountain huts in the French Alps. This choice was no accident: mountain huts are an ideal place to meet hikers and gather their accounts after several hours of walking. For nearly a year, the team conducted in-depth interviews and ethnographic observations to understand what really happens during these trips.
Although Alain Decrop did not participate in the field data collection, his role was crucial in analyzing the results. “The data was collected by our colleagues in Savoie, who were closest to the field. My role was to provide an outside perspective to analyze and interpret this data, linking it to theoretical concepts,” he explains. “When you’re less involved in the data collection, you can sometimes spot things that people immersed in the field no longer see as easily.” This complementary approach among researchers has led to a better understanding of what happens during a stay at a mountain hut.
Disconnect to Reconnect Better
The study shows that backpacking in the mountains creates conditions conducive to letting go. Walking, the natural environment, and the simplicity of life in a mountain hut foster what researchers call “resonant availability”—a state that allows people to break away from the demands of daily life.
This renewed openness allows people to take a step back from their lives, live more fully in the present moment, and view their surroundings with fresh eyes. “This disconnection then allows them to reconnect with themselves, with others, and with their environment,” summarizes Alain Decrop. “They regain a mental openness that offers them genuine space for reflection and peace of mind.”
This research, conducted over nearly a year, led to a publication in *Recherche et Applications en Marketing* (RAM), one of the most prestigious scientific journals in the field. “The review process is particularly selective: only one in five or six articles is accepted,” notes Alain Decrop. “It’s a highly ranked journal, which attests to the scientific quality of our work.” Congratulations to Alain Decrop and all of his colleagues on this outstanding scientific recognition.
About Alain Decrop
Alain Decrop is a full professor of marketing at the University of Namur in Belgium. A founding member and former director of NADI-CeRCLe (Namur Digital Institute - Center for Research on Consumption and Leisure) and the CCMS (Center for Research on Consumers and Marketing Strategy), he also served as president of the French Marketing Association (AFM). He holds a master’s degree in modern history and economics, and a Ph.D. in business administration.
Alain Decrop has taught a number of courses related to marketing management, consumer behavior, digital marketing communications, research methods, service management, and collaborative business models.
2,000 languages use the same patterns of lexical economy—a study published in *Nature Human Behaviour*
2,000 languages use the same patterns of lexical economy—a study published in *Nature Human Behaviour*
Jamie Wright, a researcher at the Namur Digital Institute at UNamur, participated in a study conducted by Pompeu Fabra University (UPF) in Barcelona and published in the prestigious journal *Nature Human Behaviour*. The study shows that languages around the world tend towards lexical economy, reusing words to denote different concepts when doing so does not lead to communicative confusion.
The study was led by Professor Thomas Brochhagen, a researcher in the Computational Linguistics and Linguistic Theory (COLT) group within the Department of Translation and Language Sciences at UPF Barcelona. Co-authors include Xixian Liao (Barcelona Supercomputing Center - Centro Nacional de Supercomputación, BSC-CNS), Jamie D. Wright (Namur Digital Institute, University of Namur and Vrije Universiteit Brussel) and Carmen Saldana (affiliated with UPF and the University of Barcelona).
“My main contribution to the Nature Human Behaviour study was in data analysis and computational modelling. The study is a large-scale, cross-linguistic investigation of how communicative pressures shape language evolution. By analysing data from nearly 2,000 languages, we examined how languages balance two competing pressures: the efficiency gained by reusing the same or similar word forms and the need to avoid ambiguity when concepts could be confused in communication”, explains Jamie Wright.
Jamie Wright’s work with Prof. Katrien Beuls at the Namur Digital Institute forms part of the HERMES programme. This research also examines the communicative pressures that shape language evolution, but from a complementary perspective.
Researchers from Namur have just published another article in the “Journal of Language Evolution”
“While the Nature Human Behaviour article identifies broad patterns across a large sample of existing languages, our recent article in the Journal of Language Evolution uses an agent-based model to study language evolution at the level of interacting agents. In these simulations, artificial agents develop and use shared languages through repeated communicative exchanges. This allows us to investigate how population-level linguistic conventions emerge from local interactions and why such conventions can make languages more robust, easier to learn and more cognitively efficient.”
The two studies therefore address closely related questions at different levels and with different methodological approaches. The Nature Human Behaviour study shows the large-scale cross-linguistic consequences of communicative pressures, while the Journal of Language Evolution agent-based study helps explain how such patterns can emerge dynamically through interactions between language users.
Jamie D. Wright - Short Biography
Jamie D. Wright is a doctoral student in the Faculty of Computer Science at the University of Namur and a member of the Namur Digital Institute (NaDI), where he works with Professor Katrien Beuls as part of the HERMES program, funded by the European Union, the FNRS, and the FWO. He is also affiliated with the Artificial Intelligence Laboratory at the Vrije Universiteit Brussel.
He completed his Master's in Theoretical and Applied Linguistics at Pompeu Fabra University, Barcelona, where he also worked as a research assistant within the COLT research group. His research uses computational modelling and agent-based experiments to investigate language emergence and evolution, with his current work examining how articulatory and acoustic constraints on the production and perception of speech shape linguistic conventions and systems of communication.
Congratulations to the researchers for these publications!
Cited article
Brochhagen, T., Liao, X., Wright, J.D., et al. The interaction of meaning similarity and confusability explains regularity in form–meaning mappings at and below the word level. Nat Hum Behav (2026). https://doi.org/10.1038/s41562-026-02488-3
Research from UNamur Makes Artificial Intelligence Tools More Reliable
Research from UNamur Makes Artificial Intelligence Tools More Reliable
Researchers at UNamur have developed a new method that has uncovered 32 previously undetected bugs in some of the most widely used software libraries for training artificial intelligence models. Originating from a master’s thesis, this research has already led to fixes in several software programs used by millions of developers around the world.
Before artificial intelligence can recognize an image, understand a text, or answer a question, it must first be trained. To do this, developers and data scientists use specialized software libraries—true “toolboxes” that enable the construction of these AI models.
A research team comprising the University of Namur, the University of Passau (Germany), and TU Delft (Netherlands) has been studying this software. Their goal: to detect bugs that are particularly difficult to spot and that could cause a program to crash suddenly.
A New Method for Detecting Hidden Bugs
To verify that these libraries are functioning properly, researchers use software capable of automatically generating thousands of tests. The purpose of these tests is to push the programs to their limits in order to identify any potential errors.
Until now, however, these tools had a major limitation: whenever a test caused a software library to malfunction, the software responsible for running the tests would also stop working. This made it impossible to pinpoint the exact source of the problem or report it to the developers.
Researchers at UNamur have therefore devised a new method. Now, each test is run separately. If one of them causes a crash, it is isolated: the testing software continues to run, logs the error, and carries on with its analysis. This makes it possible to automatically detect bugs that previously went unnoticed.
32 bugs discovered and already fixed
Using this new method, researchers analyzed 1,648 modules from the leading machine learning libraries and uncovered 32 previously unknown bugs. Several of these affected software that has become indispensable for training artificial intelligence models.
These issues were reported to the development teams. Several have already been acknowledged and fixed. “When a bug is fixed at this level, potentially thousands, or even millions, of users benefit,” notes Xavier Devroey, a professor in the Faculty of Computer Science at UNamur and a member of the PReCISE research center at the Namur Digital Institute (NaDI). Beyond these fixes, this research helps make the software on which so many artificial intelligence applications rely today more reliable.
Research that grew out of a thesis
This breakthrough originated from Lucas Berg’s master’s thesis, completed at UNamur under the supervision of Professor Xavier Devroey. As part of his research internship, Lucas Berg then joined Professor Annibale Panichella’s team at TU Delft to work on Pynguin, the open-source automated test generation tool developed at the University of Passau by Professor Gordon Fraser’s team, mentioned earlier.
Initially, his goal was to improve this tool. By preventing crashes while discovering bugs, this first contribution subsequently caught the attention of researchers at the University of Passau, who were facing the same problem, leading to an international collaboration that would result in a joint scientific publication.
Lucas Berg is currently pursuing a Ph.D. at the Faculty of Computer Science at UNamur under the supervision of Professors Wim Vanhoof and Xavier Devroey. The results of this research were presented at the IEEE International Conference on Software Testing, Verification, and Validation (ICST 2026), one of the most prestigious international conferences in the field of software testing.
This research also received support from the Wallonia Public Service (SPW Research) and Wallonia-Brussels International. This recognition underscores the quality of this work and its significance to the international scientific community.
The Namur Digital Institute (NaDI)
At NaDI, researchers develop innovative solutions to the new societal challenges posed by the digital revolution (eGov, eHealth, eServices, big data, etc.). Drawing from a variety of disciplines, the researchers combine their expertise in computer science, technology, ethics, law, management, and sociology. Comprising six research centers, the Namur Digital Institute offers unique multidisciplinary expertise in all areas of computer science, its applications, and its social impact.
Wafa Hammedi: Impact as a Compass
Wafa Hammedi: Impact as a Compass
Through research, teaching, and knowledge sharing, Wafa Hammedi, a professor at Sciences Po’s Faculty of Economics, Management, and Communication (EMCP), has charted a path guided by her convictions. Far from the performance-driven clichés typically associated with marketing, she advocates for socially engaged research that serves society, equity, and inclusion.
You specialize in services and innovation marketing. What led you to focus on this area of research?
Service marketing appealed to me because it directly touches people’s real lives: seeking medical care, learning, getting around, accessing public services, interacting with technology, or receiving support in times of vulnerability. Unlike product marketing, which focuses more on tangible goods, service marketing is concerned with experiences that are often intangible, subjective, and deeply human.
This field allows us to analyze what defines the quality of an experience: human or digital interactions, trust, emotions, the co-creation of value, as well as issues of social justice, ethics, inclusion, and dignity. The same experience can be perceived differently depending on the individual, their resources, their situation, and the context of their interaction. This is precisely what makes this field of research complex, fascinating, and essential.
What motivates me today is understanding how organizations and institutions can design services that are not only effective or innovative, but also fairer, more humane, and more responsible. For me, service marketing is a tool for transforming people’s experiences and contributing, in very concrete ways, to people’s well-being and to a more inclusive society.
Speaking of which, how do these issues of inclusion, equity, and vulnerability play out in your research?
These questions are at the heart of my work. From this perspective, services are not reduced to a simple transaction but are situated within an ecosystem involving multiple stakeholders. For me, inclusion and equity are not abstract concepts: they prompt us to ask who is left out of certain services, who faces greater difficulties in being heard, understood, or served with dignity, and how to design interactions that strengthen autonomy rather than creating new forms of exclusion. My goal as a researcher is to address these issues and propose concrete recommendations in close collaboration with all stakeholders. In my view, academic research has a responsibility to engage with important societal issues and to help make the service system more inclusive and respectful of people’s dignity.
These questions are at the heart of my work. They are not abstract concepts: they prompt us to ask who is being left behind and how we can design interactions that foster autonomy rather than creating new forms of exclusion.
I also advocate for management research that is more open, more inclusive, and truly connected to the realities of the world. All too often, our field remains dominated by a Europe–United States lens, which leaves other contexts, other voices, and other experiences in the shadows. However, to remain relevant, management science must better integrate the diversity of human, social, cultural, and geographic realities. This commitment is not merely an intellectual conviction; it translates into concrete actions. For example, through the NEXSER program—an ambitious initiative supported by the European Union via Erasmus+—we have built a network of excellence with partners from the Global South. These collaborations—fueled by research stays, scholarly exchanges, and joint research projects—enable us to broaden our perspectives, challenge our established frameworks, and produce research that is more grounded, more accurate, and more useful. Whether through my institutional responsibilities, my international collaborations, or my engagement within my scientific community, I strive to contribute to academic ecosystems where scientific excellence, societal impact, and personal fulfillment advance hand in hand. For me, research without borders is also research that opens doors.
You have just received the Jay Kandampully Journal of Service Management (JOSM) Mentorship Award, which recognizes support for and commitment to the career development of early-career researchers. What does this award mean to you?
It is a true honor, and this recognition touches me deeply. This appointment serves as a reminder that academic impact is not measured solely by publications, but also by the ability to teach, support, and help others grow. It recognizes a central aspect of my academic identity: mentoring.
I am convinced that supporting the next generation of researchers means shaping the future of research and society. It is essential, demanding work—yet often unseen. Helping young researchers find their voice in a highly competitive and demanding academic world, gain confidence, feel validated, and develop high-quality, meaningful research is, for me, just as important as conducting research myself. In a way, it means guiding them as they learn a demanding profession. This commitment is reflected in my participation in committees, thesis defense panels, and large-scale mentoring programs at the national and international levels. When supervising my own doctoral students, I try to encourage them to nurture their passion for scientific research, to develop an academic mindset, to believe in their contributions, and to conduct research that transcends their individual trajectories to be of real benefit to society. For me, mentoring is not limited to the acquisition of scientific or methodological skills. It also involves passing on values that are fundamental to the academic world: integrity, rigor, responsibility, intellectual openness, respect for others… as well as a commitment to producing research that is useful, robust, and capable of meeting the highest scientific standards.
This nomination also holds special significance for me, as it comes from people I deeply respect, both in Belgium and elsewhere. The fact that senior colleagues and young researchers took the initiative to submit this nomination without my knowledge makes this recognition even more valuable and deeply personal. I sincerely enjoy interacting with young researchers. These interactions give great meaning to my academic mission. I enjoy taking the time to mentor them—whether they’re my Ph.D. students or not—with a level of expectation that I hope is always supportive. As I often tell them: “Small details make a big difference.” I am therefore deeply moved to see this long-term effort recognized by my peers.
You are participating in the social innovation lab, which raises students’ awareness of the Sustainable Development Goals through hands-on projects. How does this approach change the way they learn?
My approach as a teacher aligns with the one I advocate as a researcher: helping students push themselves while bringing theoretical concepts to life. This approach shifts them from a mindset of simply absorbing content to one of active engagement. In this social innovation lab led by a highly dynamic team of instructors, students step into the role of “change makers” to develop solutions to pressing societal issues related to the Sustainable Development Goals, such as poverty, disability, and so on. We strive to bring them as close as possible to the issue at hand so they can shift their perspectives and better understand the realities experienced by others. In this way, they learn to connect concepts to human realities, collaborate, experiment, take responsibility for their choices, and reflect on the consequences of their actions. We use innovative and immersive teaching methods. For example, we recently developed virtual reality scenarios that allow students to experience the daily life of a visually impaired person. In addition to stimulating their capacity for innovation, this course fosters their empathy—an essential quality for future leaders. I strongly believe in an educational approach that produces not only good students, but also citizens and future professionals capable of considering the impact of their actions. I am convinced that better training for our managers today contributes to building a better, fairer society that is more attentive to everyone.
Quick Resume
Wafa Hammedi has been a professor and researcher in services marketing and innovation at the University of Namur since 2010. Her award-winning work explores how services can serve as drivers of inclusion, equity, and societal transformation. She holds editorial positions at leading academic journals and mentors doctoral students who have received research awards.
The Center for Research in Marketing and Service Management (CeRCLe)
Wafa Hammedi heads NaDI-CeRCLe, the UNamur Research Center for Marketing and Service Management. Established in 2005 within the Faculty of Economics, Management, and Communication Sciences (EMCP), it brings together a dynamic team of faculty members, researchers, doctoral students, and practitioners in the fields of marketing and service management. The center places impact at the heart of its work, particularly in the areas of consumption, responsible and ethical management, new models of sustainable marketing, and inclusion and vulnerability. NaDI-CerCLe is internationally recognized as a leading research center by the American Marketing Association (SERVSIG) and the French Marketing Association (AFM).
This article is taken from the "Expert" section of Omalius magazine, Issue #41 (June 2026).
Insight Out: The Series That Makes Research Accessible
With INSIGHT OUT, Confluent des Savoirs has launched a popular science web series based on an idea by Wafa Hammedi. The first three episodes focus on research in the EMCP that is little known to the general public and showcase the full diversity of a field often wrongly reduced to a few clichés. The project is intended to eventually highlight research from all of our university’s schools.
Why Hiking in the Mountains Recharges Our Batteries: Research Conducted by UNamur and the University of Burgundy Provides Answers
Why Hiking in the Mountains Recharges Our Batteries: Research Conducted by UNamur and the University of Burgundy Provides Answers
The result of a collaboration with Isabelle Frochot of the University of Burgundy Europe, a study in which Alain Decrop, a marketing professor at the EMCP Faculty, participated, shows that the mountains foster a genuine reconnection with oneself, with others, and with one’s environment. The results of this research were published in the prestigious journal *Recherche et Applications en Marketing* (RAM).
But what drives so many people to spend several days in the mountains? That’s the question researchers set out to answer. “The popularity of multi-day hiking in the mountains continues to grow, and it’s certainly intriguing,” begins Alain Decrop. “Today, some destinations are even facing overtourism. We thought it would be interesting to understand what people are really looking for in this type of experience.” The researchers conducted a field study at a dozen mountain huts in the French Alps. This choice was no accident: mountain huts are an ideal place to meet hikers and gather their accounts after several hours of walking. For nearly a year, the team conducted in-depth interviews and ethnographic observations to understand what really happens during these trips.
Although Alain Decrop did not participate in the field data collection, his role was crucial in analyzing the results. “The data was collected by our colleagues in Savoie, who were closest to the field. My role was to provide an outside perspective to analyze and interpret this data, linking it to theoretical concepts,” he explains. “When you’re less involved in the data collection, you can sometimes spot things that people immersed in the field no longer see as easily.” This complementary approach among researchers has led to a better understanding of what happens during a stay at a mountain hut.
Disconnect to Reconnect Better
The study shows that backpacking in the mountains creates conditions conducive to letting go. Walking, the natural environment, and the simplicity of life in a mountain hut foster what researchers call “resonant availability”—a state that allows people to break away from the demands of daily life.
This renewed openness allows people to take a step back from their lives, live more fully in the present moment, and view their surroundings with fresh eyes. “This disconnection then allows them to reconnect with themselves, with others, and with their environment,” summarizes Alain Decrop. “They regain a mental openness that offers them genuine space for reflection and peace of mind.”
This research, conducted over nearly a year, led to a publication in *Recherche et Applications en Marketing* (RAM), one of the most prestigious scientific journals in the field. “The review process is particularly selective: only one in five or six articles is accepted,” notes Alain Decrop. “It’s a highly ranked journal, which attests to the scientific quality of our work.” Congratulations to Alain Decrop and all of his colleagues on this outstanding scientific recognition.
About Alain Decrop
Alain Decrop is a full professor of marketing at the University of Namur in Belgium. A founding member and former director of NADI-CeRCLe (Namur Digital Institute - Center for Research on Consumption and Leisure) and the CCMS (Center for Research on Consumers and Marketing Strategy), he also served as president of the French Marketing Association (AFM). He holds a master’s degree in modern history and economics, and a Ph.D. in business administration.
Alain Decrop has taught a number of courses related to marketing management, consumer behavior, digital marketing communications, research methods, service management, and collaborative business models.
2,000 languages use the same patterns of lexical economy—a study published in *Nature Human Behaviour*
2,000 languages use the same patterns of lexical economy—a study published in *Nature Human Behaviour*
Jamie Wright, a researcher at the Namur Digital Institute at UNamur, participated in a study conducted by Pompeu Fabra University (UPF) in Barcelona and published in the prestigious journal *Nature Human Behaviour*. The study shows that languages around the world tend towards lexical economy, reusing words to denote different concepts when doing so does not lead to communicative confusion.
The study was led by Professor Thomas Brochhagen, a researcher in the Computational Linguistics and Linguistic Theory (COLT) group within the Department of Translation and Language Sciences at UPF Barcelona. Co-authors include Xixian Liao (Barcelona Supercomputing Center - Centro Nacional de Supercomputación, BSC-CNS), Jamie D. Wright (Namur Digital Institute, University of Namur and Vrije Universiteit Brussel) and Carmen Saldana (affiliated with UPF and the University of Barcelona).
“My main contribution to the Nature Human Behaviour study was in data analysis and computational modelling. The study is a large-scale, cross-linguistic investigation of how communicative pressures shape language evolution. By analysing data from nearly 2,000 languages, we examined how languages balance two competing pressures: the efficiency gained by reusing the same or similar word forms and the need to avoid ambiguity when concepts could be confused in communication”, explains Jamie Wright.
Jamie Wright’s work with Prof. Katrien Beuls at the Namur Digital Institute forms part of the HERMES programme. This research also examines the communicative pressures that shape language evolution, but from a complementary perspective.
Researchers from Namur have just published another article in the “Journal of Language Evolution”
“While the Nature Human Behaviour article identifies broad patterns across a large sample of existing languages, our recent article in the Journal of Language Evolution uses an agent-based model to study language evolution at the level of interacting agents. In these simulations, artificial agents develop and use shared languages through repeated communicative exchanges. This allows us to investigate how population-level linguistic conventions emerge from local interactions and why such conventions can make languages more robust, easier to learn and more cognitively efficient.”
The two studies therefore address closely related questions at different levels and with different methodological approaches. The Nature Human Behaviour study shows the large-scale cross-linguistic consequences of communicative pressures, while the Journal of Language Evolution agent-based study helps explain how such patterns can emerge dynamically through interactions between language users.
Jamie D. Wright - Short Biography
Jamie D. Wright is a doctoral student in the Faculty of Computer Science at the University of Namur and a member of the Namur Digital Institute (NaDI), where he works with Professor Katrien Beuls as part of the HERMES program, funded by the European Union, the FNRS, and the FWO. He is also affiliated with the Artificial Intelligence Laboratory at the Vrije Universiteit Brussel.
He completed his Master's in Theoretical and Applied Linguistics at Pompeu Fabra University, Barcelona, where he also worked as a research assistant within the COLT research group. His research uses computational modelling and agent-based experiments to investigate language emergence and evolution, with his current work examining how articulatory and acoustic constraints on the production and perception of speech shape linguistic conventions and systems of communication.
Congratulations to the researchers for these publications!
Cited article
Brochhagen, T., Liao, X., Wright, J.D., et al. The interaction of meaning similarity and confusability explains regularity in form–meaning mappings at and below the word level. Nat Hum Behav (2026). https://doi.org/10.1038/s41562-026-02488-3