Earn money by answering our surveys

Register now!
Marketing, customer satisfaction and loyalty
Satisfied customers will follow you everywhere
EMAC 2019: 5 research avenues for targeted advertising
Jun17

EMAC 2019: 5 research avenues for targeted advertising

At this year’s EMAC conference in Hamburg, I had been invited by Prof. Bernd Skiera and Prof. Klaus Miller (both affiliated with the University of Frankfort, Germany) to give a talk about online advertising research in the era of privacy. In today’s article I’m making my slides available and am developing my thoughts in the hope that they will help academics find new interesting paths for their future studies. Online...

Read More
EMAC conference 2019 : 5 marketing researches you need to know
Jun11

EMAC conference 2019 : 5 marketing researches you need to know

The European Marketing Academy Conference (EMAC) is the number 1 marketing conference in Europe for academics. It’s a well attended (more than 1000 visitors) 3-day conference with up to 10 parallel tracks and hundreds of highly challenging presentations. This year I’ve chosen to present you the results of my 5 preferred research works. I tried to summarize the research as concisely as possible and highlighted the results...

Read More
Back from EMAC 2017 conference : what’s hot in marketing research ?
Jun02

Back from EMAC 2017 conference : what’s hot in marketing research ?

Like every year I’ve attened the EMAC conference (this year in Groningen, The Netherlands) and can confirm it’s the right place to be if you want to keep up with the latest research in the marketing field (although this year the AMS conference took place at the same time and all marketing researchers had thus to make a choice between going to The Netherlands and going to California). The EMAC confernce is also the right...

Read More
EMAC 2016 : le fossé se creuse entre scientifiques du marketing et les praticiens
Jun03

EMAC 2016 : le fossé se creuse entre scientifiques du marketing et les praticiens

Je suis de retour de la conférence EMAC 2016 qui a eu lieu cette année à Oslo (suivez les liens pour plus d’informations sur les éditions précédentes : EMAC 2014, EMAC 2011, EMAC 2010). Cette année, le thème de la conférence était “le Marketing à l’ère des données“. Pas la peine de vous dire que le Big Data a été un sujet très présent avec notamment des présentations très intéressantes sur les algorithmes de...

Read More
EMAC 2016: gap between academics and practitioners gets bigger
Jun03

EMAC 2016: gap between academics and practitioners gets bigger

I’m back from the EMAC 2016 conference that took place in Oslo (see my other reports on EMAC 2014, EMAC 2011, EMAC 2010). This year the theme of the conference was “Marketing in the age of data”. Needless to say, Big Data was one very hot topic with very interesting sessions on privacy and recommendation engines, and remarkable keynotes. In two keynote speeches on 26 May, Prof. Michel Wedel (University of Maryland, USA) and Prof. Koen...

Read More
Top 5 marketing research from EMAC 2014 conference
Jun13

Top 5 marketing research from EMAC 2014 conference

We are just back from the EMAC 2014 conference. The 12-hour long working days were fully packed with dozens of interesting sessions on various topics. Among the many results that were presented here’s our top 5 of the most interesting research in our field (market research, customer satisfaction and loyalty). You can expect a detailed article on each of the following researches : Net Promoter Score : is it really a reliable...

Read More
Notre Top 5 des meilleures recherches marketing présentées à la conférence EMAC 2014
Jun13

Notre Top 5 des meilleures recherches marketing présentées à la conférence EMAC 2014

Nous sommes tout juste de retour de la conférence EMAC 2014. Les longues journées de travail de 12 heures ont été remplis de dizaines de sessions intéressantes sur divers sujets marketing. Parmi les nombreux résultats qui ont été présentés voici notre top 5 des recherches les plus intéressantes dans notre domaine (études de marché, satisfaction et fidélisation client). Attendez-vous à lire un article détaillé sur chacune des études...

Read More
EMAC2014, the place to be for marketers
Jun02

EMAC2014, the place to be for marketers

Time for the European Marketing Academy Conference has come. This annual event gather the best European marketing researchers in one place. During one week multiple tracks will be held in parallel on current and upcoming marketing topics. State-of-the –Art results will be presented on consumer research, customer satisfaction and loyalty, complaint management, … Just have a look at the “tracks” that are scheduled. The variety of topics...

Read More
EMAC2014 , l’évènement à ne pas manquer pour les spécialistes marketing
Jun02

EMAC2014 , l’évènement à ne pas manquer pour les spécialistes marketing

Voici venue l’heure de la conférence annuelle de l’académie européenne de marketing, une association qui regroupe les chercheurs en marketing du vieux continent (et d’ailleurs). Cet événement annuel rassemble les meilleurs chercheurs européen en marketing en un seul endroit. Pendant une semaine plusieurs sujets seront traités en parallèle sur des thématiques marketing on ne peut plus actuelles ainsi que sur les tendances émergentes....

Read More
EMAC2013 :  la douche froide et une leçon d’humilité
Mar13

EMAC2013 : la douche froide et une leçon d’humilité

Pour un chercheur en marketing, la conférence annuelle EMAC est une sorte de grand-messe incontournable, summum de la qualité scientifique où les meilleurs se réunissent et se rencontrent. Chaque année cet évènement mobilise mon attention pendant un an ; un an de travail mais cette année les augures ont décidé que mon travail n’était pas à la hauteur. Sacrée leçon d’humilité (même si ce même travail a été accepté dans d’autres...

Read More
EMAC 2013 : a lesson of humility
Mar13

EMAC 2013 : a lesson of humility

For an academic in the field of marketing research, the EMAC conference is the place to be to meet his/her pairs. I work each year towards this goal but this year the odds have decided I would not present my ideas and my results. My two papers got rejected and this result, although difficult to accept, has positive aspects but brings also questions along.   Is there a strategy to increase the odds of being accepted? This is at...

Read More
EMAC 2011: 40th edition in Slovenia
May30

EMAC 2011: 40th edition in Slovenia

The EMAC 2011 is the European Marketing Academics Conference and is held once a year. Its purpose is to bring together all marketing scientists (about 1000 members) to present the current status of their research. This year it was hosted by the Faculty of Economics of Ljubljana in Slovenia and we were about 750 to attend. And as usual, no professional marketers attended (excepted McKinsey and … IntoTheMinds). I still not...

Read More
EMAC 2011 : 40 édition en Slovénie
May30

EMAC 2011 : 40 édition en Slovénie

La 40ème édition de l’EMAC 2011 (Conférence Européenne du Marketing Académique) vient de s’achever sur un superbe succès, une fois de plus, en Slovénie. Cette édition était accueillie par l’Université d’Économie de Ljubljana et encore une fois, bien que cette conférence leur soit également ouverte, aucun marketeurs du monde de l’entreprise n’était présent (à part McKinsey et … IntoTheMinds). Je...

Read More
Positioning in marketing: definition, challenges, examples [guide 2021].
Sep22

Positioning in marketing: definition, challenges, examples [guide 2021].

Positioning in marketing is the set of elements that will allow your company to distinguish itself on the market, to be perceived uniquely by your customers. By analyzing your market and adopting a specific marketing positioning, you can differentiate yourself from your competitors. Marketing positioning can concern an entire company or a particular product when different product lines are proposed. In this article, we will first lay...

Read More
[Podcast] The end of third-party cookies is fast approaching
Feb10

[Podcast] The end of third-party cookies is fast approaching

In this podcast, we interview Alban Peltier, CEO of AntVoice, about cookies, their evolution, and primarily suppressing third-party cookies by 2022. What will be the consequences for digital advertising, and what solutions are proposed so far? Only for our subscribers: exclusive analyses and marketing advice Email address  * Subscribe By signing up, you agree to our Terms of use and privacy policy. "I thought the blog was good....

Read More
Customer experience: definition, measurement, analysis [Guide, 2021]
Jan06

Customer experience: definition, measurement, analysis [Guide, 2021]

The customer experience has become an almost magical expression that is synonymous with marketing success and brand differentiation. But what is the reality behind the customer experience? While most non-specialists confuse customer experience with customer satisfaction, this guide takes stock of a concept evolving steadily since its invention nearly 40 years ago. Summary Definition of the customer experience Customer experience: more...

Read More
Market research : the evolution of the craft beer industry
Aug29

Market research : the evolution of the craft beer industry

The beer market in booming; perhaps not in quantity but at least in variety. Indeed, market research shows upward trends in all European countries. In today’s article, we will give you an overview of this through some figures from British market research and another one on the Italian market. The British craft beer market Beer and the British: it’s a real love story. Going to the pub after work is an authentic British...

Read More
Marketing research: the influence of privacy perception on customer loyalty
Aug27

Marketing research: the influence of privacy perception on customer loyalty

What does privacy mean in the age of robots, articifial intelligence and omnipresent algorithms? How do users percive privacy and how is it traded off against other benefits (personalization for instance)? Those are still emerging questions that a team of marketing researchers from the University of Toulouse (France) tried to answer at the 2018 EMAC conference that was helf in Glasgow. More specifically the study looked at the factors...

Read More
Customer experience : finally a scientific scale to measure it
Aug22

Customer experience : finally a scientific scale to measure it

How to measure customer experience? This question has led many researchers on the path to developing scales to quantify something that is highly subjective by nature. Read also Yet most customer experience scales were until now limited to one particular domain or one particular moment of the customer experience (to get an overview of those moments please read our article on the subject). At the EMAC 2018 conference one research...

Read More
Market research : the combined effect of music and light in the retail sector
Aug13

Market research : the combined effect of music and light in the retail sector

Sensory market research has focused mostly on the effects on consumer behavior of specific cues: light, scent, temperature, … Some of those cues are always present in a retail setting (light, temperature) and past studies have therefore investigated the effects of the variations of those cues (higher/lower temperature, more or less light) Company industry atmospherics charcateristics purpose abercrombie & fitch clothing loud...

Read More
This artist uses market research techniques for a stunning visual result
Jun22

This artist uses market research techniques for a stunning visual result

While on business trip in Glasgow a few weeks ago (for the EMAC marketing conference), I visited the Glasgow Museum of Modern Art and discovered the Mitch Miller’s work. Mitch Miller is a Glasgow-based artist who has invented the concept of dialectograms, which he describes as follows : Take a dash of cartography, a pinch of architecture and a fair bit of ethnography and you have the dialectogram, graphic art that depicts place...

Read More
Advertising : limiting cookie lifetime will destroy value
Nov20

Advertising : limiting cookie lifetime will destroy value

Preliminary information : there are two competing rules for setting up maximal cookie lifetime. The European Commission (based a.o. on a proposal by CNIL) suggests to limit lifetime to 360 days whereas Google proposes 720 days. One year vs. two years is basically what you have to chose from. In no case it should be more than that. Yet, as Miller and Skiera explained at the 2017 EMAC conference, lifetimes of up to 8000 years have been...

Read More
How Big Data will influence the future of advertising
Jul25

How Big Data will influence the future of advertising

“What is the impact of Big Data on online advertising” is the question I was asked to answer on the occasion of an EGTA ((European Group of Television Advertising) workshop that took place on 29 and 30 June 2017 in Brussels (my thanks to Yuri Loburets for his kind invitation to speak). Rather than repeating the same clichés about Big Data again and again I chose to put advertising and Big Data back in a historical...

Read More
Ugly vegetables look more natural and give stores a better image
Jun12

Ugly vegetables look more natural and give stores a better image

Consumers perceive “ugly”, misshappen vegetables, as more natural. Moreover communication campaigns promoting these “abnormal” products benefit also the stores , such campaign convey indeed a positive image in the minds of the customers. Those are the results of a study by Mia Birau and Corine Faure (University of Grenoble) which was presented at the latest EMAC 2017 conference in Groningen (The Netherlands)....

Read More
The single most loyal customer American Airlines wanted to get rid of
Jun08

The single most loyal customer American Airlines wanted to get rid of

Some customers are better than others and need to be very well taken care off. But not Steve Rothstein. For American Airlines this customer was the one to get rid of and American Airlines did spend a lot of efforts to kick that customer out after he had flown 10,000 flights in first class with the airline. Discover this amazing story below. Probably the single most loyal customer Rothstein bought a lifetime AAirpass in 1987 for...

Read More
CRM : most strategies are outdated. Is yours too ?
Jun06

CRM : most strategies are outdated. Is yours too ?

In a keynote speech at the 2017 EMAC conference in Groningen, Michael Haenlein pointed the irrelevance of current CRM (Customer Relationship Management) strategies. Firms still believe that they can keep customers forever, nurturing them and growing their customer base forever. This is obviously not true. Comparing CRM strategies with marriage, Hänlein had this wonderful word about CRM managers : “people try to date today by...

Read More
A history of (Big) Data and modelling
Jun23

A history of (Big) Data and modelling

At the latest EMAC 2016 conference, Michel Wedel gave a brilliant demonstration of how data collection methods have evolved over the last 100 years and how modelling changed. His graphical representation of (Big) Data history was actually so brilliant that I thought worthwhile to reproduce it here. It all started with simple surveys and regression methods. Over a 100-year period, volumes kept increasing and modelling methods have...

Read More
Is mystery calling a reliable technique to evaluate customer satisfaction
Jun23

Is mystery calling a reliable technique to evaluate customer satisfaction

Mystery shopping and mystery calling having become widely used technique by market research agencies to evaluate customer satisfaction. And as you know satisfying your clients is paramount for a firm’s marketing strategy. The assumption made by firms hiring such agencies is a very strong one : mystery callers / shoppers would adequately represent real customers and would deliver reliable assessments of what consumers actually feel,...

Read More
Is the Net Promoter Score a reliable measure of customer satisfaction ?
Jun16

Is the Net Promoter Score a reliable measure of customer satisfaction ?

This article is also available in French The Net Promoter Score (NPS) is a 1-question scale introduced by Reichheld in 2003 that aims at measuring the propensity of customers to recommend a company (the famous word-of-mouth, also called WOM). This scale has encountered a fantastic success … because it’s extremely simple and quick to apply. Imagine how wonderful this customer satisfaction measurement instrument is: you ask just one...

Read More
Le Net Promoter Score (NPS) est-il une mesure fiable de la satisfaction client?
Jun16

Le Net Promoter Score (NPS) est-il une mesure fiable de la satisfaction client?

Le Net Promoter Score (NPS) est une échelle de mesure introduite par Reichheld en 2003 qui vise à mesurer la propension des clients à recommander une entreprise (le fameux bouche-à-oreille). Cette échelle a rencontré un succès fantastique … parce qu’elle est extrêmement simple et rapide à appliquer. Imaginez à quel point cet instrument de mesure de la satisfaction du client est simple: vous posez juste une question et savez...

Read More
If you care about customer satisfaction, pay attention to politeness when answering customer complaints
May31

If you care about customer satisfaction, pay attention to politeness when answering customer complaints

We’ve finally completed our research on what companies should do to increase the level of politeness when answering a customer complaints. Answering complaints well is essential to maintain customer satisfaction levels. The results of this research will be presented at the next EMAC (European Marketing Academy Conference) that will be held in Istanbul in early June.   The results in a nutshell Our research shows that using common...

Read More
Appliquez les principes de politesse pour répondre aux réclamations et améliorer la satisfaction client
May31

Appliquez les principes de politesse pour répondre aux réclamations et améliorer la satisfaction client

Nous avons finalement achevé notre étude sur les pratiques des entreprises en matière de gestion des réclamations clients et en particulier sur la gestion de la politesse dans les réponses. Et comme vous le savez, rien n’est plus important qu’une réponse à une réclamation pour augmenter les niveaux de satisfaction de votre clientèle. Les résultats de cette recherche seront présentés lors de la prochaine conférence EMAC...

Read More
Find your audience: how to position your research work
Apr12

Find your audience: how to position your research work

As I explained in an earlier post, I was very disappointed to see my research work rejected at this year’s EMAC conference. Fortunately the very same research work was accepted and presented at the 5th International Conference on Rhetoric and Narratives in Management Research. This conference, though more limited in size than the EMAC and its hundreds of participants, gave me a great boost of energy … and hope. I was finally able to...

Read More
Trouvez votre public: comment positionner vos travaux de recherche
Apr12

Trouvez votre public: comment positionner vos travaux de recherche

Comme je l’expliquais dans un précédent post, j’ai été très déçu de voir mon travail de recherche a rejeté lors de la conférence EMAC de cette année. Heureusement, le même travail de recherche a été accepté et présenté lors de la 5e Conférence internationale sur la rhétorique et la narration appliquées au management (“International Conference on Rhetoric and Narratives in Management Research” en anglais dans le...

Read More
Comment le design contribue à l’expérience client
Feb04

Comment le design contribue à l’expérience client

Le design d’un point de vente est d’une importance capitale. Non seulement il sert d’aimant pour attrirer les clients mais également pour les garder. C’est ce que Silvera, une enseigne qui a remporté le prix 2012 Paris Shop & Design, a bien compris. Silvera est une entreprise spécialisée dans la vente d’objets design et l’un des derniers magasins ouvert par l’enseigne est un objet design en lui-même. Pourquoi devez-vous garder les...

Read More
How design contributes to the overall customer experience
Feb04

How design contributes to the overall customer experience

The design of your point of sales is of utmost importance. It not only attracts people in the store, but it also keeps them in the store. this is something that Silvera has understood very well. A winner of the 2012 Paris Shop & Design contest, Silvera sells design objects and furniture and has crafted its salespoint as a design object itself.   Why should you keep people in the store To buy! Believe it or not, studies show...

Read More