The secrets of market research: how to avoid pitfalls when creating a new venture. Part 1
Introduction to market research Our aim with this series of articles on market research is NOT to deal with all the little details. There are very good books if you want to deepen your knowledge. Our aim however is to give you a complete overview of why you should perform a market research (also called “market study”) and what are the different steps to carry it out. We want to give you some tips, hints and a few secrets to help...
Market research: changes for consultancy subsidies in Brussels
The rules concerning the consultancy subsidies (which apply to market research projects) have just changed substantially for the Brussels region (see here the official website in French or in Dutch). On 31 January 2019, a new regional decree was passed which, although it does not really modify the conditions of attribution, dramatically affects the amount of the subsidies to the consultancy up to then granted. Three significant...
Customer experience: This Lisbon store uses a magical recipe to make you buy
Rarely have I seen a store that used marketing so efficiently to unconciously make people buy. “O Mundo Fantastico Da Sardinha Portuguesa” is a a store located on Praça Rossio (Rossio square) in Lisbon which seels sardines in box. Boxes are colorful, bear the mention of a year and a few facts about that year. Different colors are associated to different decades. O Mundo Fantastico Da Sardinha Portuguesa uses several...
World Packaging Organisation: our eye on the Awards
The well-known World Packaging Organisation (WPO) will announce the winners of the World-Star Packaging Awards 2019 next month, on the 15th of May. Considering the role of packaging on purchase decisions, we have chosen some of the finalists and analysed their packaging for you. Country Designer /Manufacturer Product Originality Packaging trend 1 Finland Jospak Oy Food trays 100% recyclable and customisable Eco-friendly 2 South Korea...
SEO 2019: A look at the fundamentals
Having recently attended a conference focusing on SEO, I thought it very appropriate to share with you the lessons to be learned for 2019. This article will detail the points raised by the various speakers who shared their knowledge of natural referencing. Summary Know and optimise your website The link Between SEO and Content Marketing In brief, the essential points of a good SEO for 2019 Know and optimise your website Before...
Ryanair: can provocation pay on the long-term?
It has been a long time (3 years to be exact) since I had travelled on Ryanair. Not having been particularly attracted by the customer experience I have avoided this company as much as possible, but last weekend it was the only one serving the city I had to go to. Departure on time; arrival on time; the contract was filled with all the inconveniences we know and to which I will not return. However, that is not the purpose of this...
Market Research: how much does it cost?
Here is a question we are always asked: “How much does market research cost?“. And our answer is always the same: “The cost of any market research is the same as the price of a car. It can be a small city car or a Rolls-Royce, a second-hand car or a new one. It is up to you to decide”. That answer is not very satisfactory, is it? It is obvious that this is a tailor-made exercise and that the customer’s...
Audi e-tron : a track to test it at Munich airport
The new Audi e-tron is the first 100% electric SUV of the Ingolstadt-based brand. It’s quite unique and competes head-to-head with the new Jaguar i-Pace (which just got the prize of Car of the Year 2019). Audi promoted its new vehicle in a very clever and spectacular way at the Munich airport. While on business trip in Bavaria I was pleased to discover a temporary installation outside the airport terminal. Audi had installed a...
Delhaize Fresh Atelier: analysis of a retail concept and new openings
In November 2018, the Ravenstein Gallery, near Brussels Central Station, saw the emergence of the new retail concept of Delhaize, the Belgian mass retail company belonging to the Ahold group, called “Fresh Atelier”. The city of Louvain (Leuven) has also hosted a Fresh Atelier in the Diestsestraat since December 2018. This new store concept aims to refocus on consumers’ expectations, both in terms of their consumption...
Tribute to Karl Lagerfeld, an outstanding artist and a marketing genius
Karl Lagerfeld is no longer with us. A fashion genius, he was also an extraordinary multi-talented and accomplished artist whose many facets were reflected in his artistic practices. The first paradox for this man who did not claim to be an artist for Chanel and who reiterated that the preservation of the “artistic” director in his role depended on the number of bags sold. A way of reminding us that it is above all...
