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Covid: The catering industry soon to be transformed by dark kitchens
Apr09

Covid: The catering industry soon to be transformed by dark kitchens

For months now, restaurants have been closed because of Covid. Months during which consumers have had time to adopt new habits, including ordering takeaway food. The takeaway will represent 20% of the sector’s turnover and generate up to 10.3 billion Euros within 3 years. This is a profound change that few people perceive at the moment. It shifts towards a more formatted restaurant industry, driven by the star dishes (pizzas,...

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Wine: increase in purchases and domination of bag-in-box [Market research]
Apr07

Wine: increase in purchases and domination of bag-in-box [Market research]

2020 will have been a very atypical year. Market Research on the wine market in France shows that the habits of the French have changed. Consumption has increased significantly, and Bag-in-Box (BIB) now represents almost half of the wine sales in supermarkets. In this article, we propose a reading of these trends and highlight the changes in the behavior of wine buyers. In particular, we will look at the wines benefiting the most from...

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What are the different types of focus groups?
Apr02

What are the different types of focus groups?

It is a fact today that focus groups are probably THE most well-known market research technique. Several types of focus groups exist, which we will present to you in today’s article. This will also be an opportunity to advise the best kind of focus group to use depending on the context. Summary Introduction The different types of focus groups Two-way focus groups Dual-moderator focus groups Dueling-moderator focus groups...

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19 Crimes: a stroke of marketing genius … often poorly imitated
Mar24

19 Crimes: a stroke of marketing genius … often poorly imitated

In 2018 the Australian group Treasury Wine Estates revolutionized the marketing of “mass market” wines. By introducing augmented reality with its “19 Crimes” wine, they turned the customer experience upside down, and sales of “19 Crimes” went from 4 million to 18 million bottles in just 18 months. A stroke of marketing genius that remains, despite many imitations, unmatched and wildly misunderstood...

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Content marketing: stop making excuses!
Mar19

Content marketing: stop making excuses!

Everyone is aware of the importance of content marketing. All the businesses I advise are firmly convinced of the need to attract customers (inbound marketing). Yet, a large majority of them do not produce content. So, what’s the problem? With more than 4000 blog posts to my credit in the last 15 years, I’m looking into the problem. In this article, I put some figures on what a content strategy means in terms of workload....

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Bpost: what are the challenges facing the future CEO?
Mar16

Bpost: what are the challenges facing the future CEO?

The news just came out: Dirk Tirez will be the new CEO, a.i. of Bpost. He replaces Jean-Paul Van Avermaet, who was dismissed by the Belgian postal operator’s board of directors. In this article, I dissect the figures, the legacy of Van Avermaet and identify the challenges that will await his successor. Why was Jean-Paul Van Avermaet kicked out? There are many reasons for the ousting of Jean-Paul Van Avermaet. But they cannot...

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Covid-19: why I have not ordered a take-away
Mar12

Covid-19: why I have not ordered a take-away

With the Covid crisis, one of the most impacted sectors has undoubtedly been the restaurant industry. Between restrictive measures and imposed closures, the only way out has been takeaway sales.  Presented as a panacea, the takeaway has only been adopted by 5% of restaurants. Despite my proximity to many of the restaurant industry’s representatives, I have not once ordered a takeaway in the past 12 months. Why? Because the...

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The phenomenon of “continuation cars” [Marketing analysis]
Mar03

The phenomenon of “continuation cars” [Marketing analysis]

In a minimal series, Jaguar has just announced the rebirth of one of its flagship models: The Jaguar C-Type. This ultra-exclusive production of an old model is nothing new in the automotive sector. We look at the phenomenon of “continuation cars” in this article between nostalgia and the satisfaction of niche customers. We first explain what they are and where they come from before looking at these extraordinary...

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Experiential marketing: definition, interest, and advice
Feb26

Experiential marketing: definition, interest, and advice

We have already detailed how the customer experience is a crucial aspect that impacts customer loyalty and your brand or your company’s notoriety. Experiential marketing is another way to create a unique experience to attract your prospects. Sommary Definition The benefits of experiential marketing Some advice Examples credits: Shutterstock Definition Experiential marketing (also called “engagement marketing“) aims...

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Guerrilla marketing: definition, types and examples
Feb19

Guerrilla marketing: definition, types and examples

Many companies, both large and small, use the guerrilla marketing strategy: inexpensive and above all based on their teams’ creativity. Sommary What is Guerrilla Marketing? Different types of Guerrilla Marketing Some examples credits: Shutterstock Definition Guerrilla marketing is an advertising technique that aims to highlight products or services in an unconventional way and with little budget. This form of inbound...

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Valentine’s Day Figures [Market Research]
Feb17

Valentine’s Day Figures [Market Research]

Commercial party or a romantic celebration? The debate is topical every year. What about Valentine’s Day figures? More than 27 billion dollars were spent in the United States in 2021 for February 14, compared to about 13 billion euros in France (or more than 15 billion U.S. dollars). A look back at market research and figures related to February 14. Some figures on February 14 36 million heart-shaped boxes of chocolates sold in...

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[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....

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Operational Marketing: definition, tools, performance measurement
Feb05

Operational Marketing: definition, tools, performance measurement

Operational marketing is a crucial area impacting the performance of companies. It is the marketing actions taken to achieve the objectives defined by the marketing strategy. Ahmed et al. (2014) emphasizes in their research that the internal resources related to marketing and operations are an essential point of the performance and competitiveness of a company. This impact is notably moderated by economic conditions and top...

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Customer satisfaction and paid customer service: a contradiction?
Feb03

Customer satisfaction and paid customer service: a contradiction?

There was a time when customer service was the cornerstone of customer satisfaction. But the Covid crisis happened, and some companies, which were used to being different thanks to a free service, had to rethink their strategy. This is the case of BNP Paribas, who announced, at the end of January 2021, that access to customer service advisors would become subject to a fee. Is it still possible to satisfy the customer under these...

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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]

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 credits:...

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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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