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The Trump Brand: dropped from all directions, but will it continue to sink?
Jan20

The Trump Brand: dropped from all directions, but will it continue to sink?

The Trump brand is built on a real estate empire’s foundation and has subsequently diversified into other sectors. It was a strong brand, a case study in branding research. But after the events of January 6th, a wind of mistrust blows that destabilizes it. Few people still want to be associated with the name “Trump.” Moreover, in 2017, Nordstrom decided to take Ivanka Trump’s clothing and footwear line off the...

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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...

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#REDOffreMoiUniPhone : an almost free communication campaign on Twitter
Jan04

#REDOffreMoiUniPhone : an almost free communication campaign on Twitter

Red by SFR offered a free green iPhone on Twitter on 4 January 2021. This guerrilla marketing operation entitled #REDOffreMoiUniPhone was carried out smoothly and ensured the brand the highly envied 1st place in the Twitter trends ranking. A look back at a successful guerrilla marketing operation that should inspire many.   To celebrate the new year Red by SFR waited until 04 January to launch a marketing operation which offered...

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Brexit: which impact on the roaming charges? [Study]
Dec29

Brexit: which impact on the roaming charges? [Study]

What will be the impact of Brexit on roaming charges? This is the question that all travellers used to travelling to the UK ask themselves. We can already predict with certainty that regulars crossing the Channel will be short-changed. Here’s why. Evolution of the roaming market in 2020 the roaming market before the crisis: $51 billion the impact of covid on the roaming market in 2020: -50% (-$26 billion) the impact of covid on...

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Lidl Sneakers: analysis of a marketing phenomenon
Dec27

Lidl Sneakers: analysis of a marketing phenomenon

Lidl sneakers, Lidl socks, beach shoes in the bright colours of the German brand have made the buzz at the end of this year 2020 in France. On Sunday 27th December 2020, a wind of madness blew through the Lidl shops all over France on Twitter. The genuine storm Bella gave way to a marketing storm that we analyse in this article. Lidl Sneakers: out of stock in a few minutes On Sunday 27th December 2020, Lidl shops in France put on sale...

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Rakuten advertisement: Francis, the non-existing retailer
Dec16

Rakuten advertisement: Francis, the non-existing retailer

One principle that should guide all advertisers in this world is that what you show your customers must appear to be true. Rakuten’s advertising agency did not quite understand this principle. In its latest advertising campaign, it highlights the retailers on its platform. This is legitimate. Without traders, there is no market place. But on closer inspection, there appears to be a problem. Francis, the man with a thousand lives...

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Up until My Last Breath: Intermarché’s advertisement that annoys me
Dec14

Up until My Last Breath: Intermarché’s advertisement that annoys me

Last week, a friend of mine (the excellent Hugues Rey, CEO of Havas) posted on his blog an ad for Intermarché entitled “Intermarché, Up until My Last Breath”. This ad annoyed me and made me question the authenticity of the Intermarché brand and how they communicate. I will explain why and, of course, you have the right to disagree with me. In this case, remember to put a comment at the bottom of the article. Intermarché,...

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Market research in the EU: The 10 best data sources
Dec08

Market research in the EU: The 10 best data sources

To conclude our series on the best data sources in different European countries, this article is devoted to sources specific to the European Union. Find the list of data sources by country at the end of the article. A checklist among others, is also provided at the end of this article. Summary Official national statistics Companies financial data Consumer protection Customs and border protection Sector data for your market research in...

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The discretion of electric motor vehicles is being questioned
Dec02

The discretion of electric motor vehicles is being questioned

Electric vehicles have proven to be particularly quiet, which is something city dwellers appreciate. Who doesn’t dream of a city where noise pollution is significantly reduced? Numerous testimonials and research studies have nevertheless shown the problems linked to this absence of noise. The EU imposes the AVAS for 2021. We tell you more about it below. It turns out that the hushed engine of electric cars is particularly...

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Covid-19: Impact on the cultural sector [research]
Nov18

Covid-19: Impact on the cultural sector [research]

The second wave of the Covid is suffocating the cultural sector even more. Theatres, opera houses, museums, concert halls are all places that had to close their doors even though they were not a source of contamination. Since the beginning of the Covid crisis, governments have been indiscriminately hitting entire sectors of the economy, making a possible recovery even more hypothetical. The under-use of cultural venues, however,...

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How to effectively evaluate the user experience?
Nov13

How to effectively evaluate the user experience?

The user experience is a crucial element of digital businesses. There are several methods to measure this user experience at different levels. First of all, it is essential to understand that the better the user experience is, the more satisfied visitors to your website, platform, application, and so on, will be with their visit. They will find the information they are looking for quickly, will come back, and will even recommend your...

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Market research in Spain: the 10 best data sources
Nov10

Market research in Spain: the 10 best data sources

Today, we detail our top 10 data sources to help you with your market research in Spain. In this article, we list the leading providers of national statistical data on the national market, economy and the specificities of the Spanish sector. A checklist is also provided at the end of this article. Summary Official national statistics Companies financial data Consumer protection Customs and border protection Sector data for your market...

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Remote focus groups: different methods to learn about
Nov06

Remote focus groups: different methods to learn about

For many years, researchers have been studying the use of modern means of communication (chat, telephone, video-conferencing, and so on) and for their influence on qualitative research and focus groups. The covid-19 health crisis is pushing us to rethink our working and research methods. In this article, you will find an overview of the different techniques for conducting focus groups remotely. Summary Introduction A quick look back...

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Market research in Italy: the 10 best data sources
Nov03

Market research in Italy: the 10 best data sources

This article provides you with our TOP 10 data sources to consult if you wish to carry out your market research in Italy. We have already listed several sources for your research in Europe. We will continue to provide you with more to take advantage of the opportunities that these markets and territories have to offer. A cheklist is also provided at the end of this article. Summary Official national statistics Companies financial data...

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Market research in the UK: the 10 best data sources
Oct27

Market research in the UK: the 10 best data sources

We continue our European tour of the best data sources. We stop today across the Channel to provide you with our Top 10 essential resources for your market research in the UK. A checklist is also provided at the end of this article. Summary Official national statistics Companies financial data Consumer protection Customs and border protection Sector data for your market research in the UK Health The food industry Agriculture Transport...

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Qualitative research: 3 types of interview
Oct26

Qualitative research: 3 types of interview

There are many methods for collecting consumer opinions. In comprehensive market research, it is customary to combine different techniques and methodologies to gain as much feedback as possible and generate a base of concrete results that will help you achieve your goals. We focus in this article on qualitative interviews. Summary Introduction Unstructured interview Semi-structured interview Structured interview Conclusion...

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Market research: shared electric scooters
Oct23

Market research: shared electric scooters

Shared electric scooters can be found in many cities and have gradually taken their place in the market for shared means of transport. While shared bicycles are a well-known mobility option and are present in many metropolises, shared electric scooters have established themselves as an essential part of urban mobility over the last 2 years or so. Summary Market statistics for shared electric scooters Market overview Competition and...

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Market research in Germany: the 10 best data sources
Oct20

Market research in Germany: the 10 best data sources

This week, let’s take a look together at the data sources you should consult if you want to carry out your market research in Germany. You will find the list of articles in this series at the bottom of the page. A checklist is also provided at the end of this article. Summary Official national statistics Companies financial data Consumer protection Customs and border protection Sector data for your market research in Germany...

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Quantitative research: rating scales
Oct19

Quantitative research: rating scales

Rating scales are essential tools when you want to produce and distribute a quantitative questionnaire. If you are interested in quantitative research methods or want to create a questionnaire for your market research, many answers to your questions can be found in our white paper on market research. You can download it here. Summary Are the rating scales limited to the quantitative questionnaire? Thee Likert scales Semantic...

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Market research: Bulk buying and zero waste market
Oct16

Market research: Bulk buying and zero waste market

Many social movements point to our environmental footprint. To take the example of the city of Brussels: climate protests were organised once a week for several months in early 2019. Consumer behaviour is following this trend as more and more consumers are starting to shop in “zero waste” shops. Indeed, consumers are becoming more and more aware of their environmental footprint and their responsibilities in this respect,...

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Nudge: 3 tips from Nespresso to sell its most expensive machine
Oct14

Nudge: 3 tips from Nespresso to sell its most expensive machine

Nudge marketing techniques can be used to promote good behaviour. But they can also be used to direct your buying behaviour in favour of the seller. This is what Nespresso is doing as part of the promotion of its subscription offer that we have already discussed here (note in passing the price increases). You have to admit that the marketers at Nespresso are smart (remember the Prodigio offer to track your slightest purchasing...

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Market research in Luxemburg: the 10 best data sources
Oct13

Market research in Luxemburg: the 10 best data sources

For several weeks now, we have been providing you with the data sources that you should consult when you want to open a new business or set up in a new geographical area. Today, we detail our top 10 data sources to help you with your market research in Luxemburg. A checklist is also provided at the end of this article. Summary Official national statistics Financial data of companies Consumer protection Customs and border protection...

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8 factors influencing customer loyalty after a complaint
Oct07

8 factors influencing customer loyalty after a complaint

Good customer complaint management has proven its effectiveness in increasing customer loyalty for decades. Recent market research, published in September 2020 provides insight into how this efficiency varies according to your business sector. This is the first research to understand the economic, sectorial and relational effects on customer loyalty after a complaint has been processed. The authors study the differences between...

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Market research in Switzerland: the 10 best data sources
Oct06

Market research in Switzerland: the 10 best data sources

In the following article, we provide you with our TOP 10 data sources to consult if you wish to carry out your market research in Switzerland. This directory, based on our 15 years of experience in conducting market research in many countries, will enable you to find out about the Swiss market and the opportunities to be seized in this territory. A checklist is also provided at the end of this article. Summary Official national...

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Market research in Belgium: the 10 best data sources
Sep29

Market research in Belgium: the 10 best data sources

Last week we delivered our Top 10 in France. This week, find the 10 data sources to consult for your market research in Belgium. These sources will be useful to you, whether you are a newcomer to the market, a young entrepreneur or you want to expand your field of activity. A checklist is also provided at the end of this article. Summary Official national statistics Companies financial data Consumer protection Customs and border...

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Market research in France: the 10 best sources of data
Sep22

Market research in France: the 10 best sources of data

15 years of experience in carrying out market research in many countries has enabled us to build up a very comprehensive directory of the best sources of information. Today we are delivering our TOP 10 data sources to help you conduct your market research in France. A checklist is also provided at the end of this article. Summary Official national statistics Financial data of companies Consumer protection Customs and border protection...

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Rethinking the customer experience in museums with (Big) data
Sep09

Rethinking the customer experience in museums with (Big) data

How can Big Data help museums reinvent themselves? How can data collection techniques be used to understand visitors better? How can data be used to build visitor loyalty? In this article, we propose a series of reflections on current and future museographic devices and on “data” initiatives that can be put in place to improve the customer experience and increase visitor loyalty. Summary Introduction Museums in the Age of...

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Satisfaction Surveys: How to Get Worthless Results
Jun03

Satisfaction Surveys: How to Get Worthless Results

Customer satisfaction surveys are useful, but you still need to know how to use them. I have often explained what to do. Let me show you today, an example of what not to do. Below, is a real example found in the showroom of one of the world’s top 3 car manufacturers. Problem n°1: biased answers The dealer must, as part of his contract with the brand he represents, provide indicators of the quality of his work. Customer satisfaction is...

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What’s the impact of COVID by sector of activity?
May11

What’s the impact of COVID by sector of activity?

What will be the impact of Covid-19 by sector of activity? To answer this question, we rely on the different sectorial analyses we have produced. In the article below we present a concise synthesis of the impact of COVID for each sector of activity. To know in detail the effects of COVID on the sector in question, you will find at the beginning of the paragraph the link to the complete analysis. Only for our subscribers: exclusive...

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How to turn a podcast into a business
May08

How to turn a podcast into a business

Over 500 episodes. This is the record that David Shriner-Cahn can be proud of, a podcaster from New-York whom I had the pleasure to interview. David started his podcast in 2014 and has a lot to teach us about his secrets of longevity and success. Not only has he never missed a single deadline for his publications, but he has also managed to turn them into a business. In this article that I dedicate to him, I would like to highlight 2...

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COVID-19: the impact on the future of the media industry
May04

COVID-19: the impact on the future of the media industry

Few economic sectors have fared well – apparently – during the Covid19 crisis. The media sector is one of them. The need for information has never been more pronounced and the time available so critical. In this in-depth analysis, we propose to go through together the effects of Covid-19 on the different types of media: press, radio, television, internet, out-of-home (OOH), cinema. The advertising sector, which is...

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Covid19: Why is toilet paper missing from the supermarket shelves?
May01

Covid19: Why is toilet paper missing from the supermarket shelves?

In my analysis of the 9 impacts of Covid19 on the retail sector, I pointed out the irrational behaviour of consumers at the beginning of the confinement phase. We will all remember the rush for the rolls of toilet paper. It is clear that as the weeks go by, the shelves often remain empty. If you want to understand what it takes, I advise you to watch this video. It follows an investigation by a journalist on Medium. What this report...

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The impact of coronavirus on qualitative market research methods
Apr06

The impact of coronavirus on qualitative market research methods

The coronavirus crisis affects us all, regardless of the industry. The market research industry is no exception. The conduct of qualitative market research, in particular, has been impacted, since qualitative interviews or focus groups can now only be conducted remotely. A prospect asked me last week about the methodological adjustments resulting from the Coronavirus crisis. Virtualisation is, of course, the first answer and it is...

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Market research on the market for organic products
Mar30

Market research on the market for organic products

In Europe, the organic market and thus, the consumption of natural products is growing steadily. The mass retail sector dominates the sale of food products, while the short distribution channel and specialist shops are competing fiercely for ever more significant market share. In this article, we look at some key figures of the organic food market to provide an overview of the organic food market. Summary Organic market statistics How...

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Second-hand luxury market: statistics and analysis
Mar25

Second-hand luxury market: statistics and analysis

It will have escaped no one’s notice that the second-hand luxury market has exploded in recent years. Buying second-hand luxury clothing or leather goods is no longer taboo. This market is growing by 12% per year and already represents 25 billion Euros. Ambivalent behaviours fuel its growth: on the one hand those of new customers who want to access a brand; on the other hand, those of loyal customers who resell the products they...

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Customer loyalty: 5 brands that create unforgettable customer experiences
Mar18

Customer loyalty: 5 brands that create unforgettable customer experiences

Every brand wants to be remembered. They all want their customers to come back. But how do you make sure your brand is remembered and how do you increase customer loyalty? There are a lot of factors that influence consumer behaviour. I have reviewed my own experiences and identified 2 essential ingredients. Summary Introduction The 2 essential ingredients to make your brand unforgettable 5 brands that create unforgettable shopping...

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