Marketing, customer satisfaction and loyalty
Satisfied customers will follow you everywhere
Will human customer service soon be a thing of the past?
Jun14

Will human customer service soon be a thing of the past?

In this article, I explain why and how AI, particularly generative AI, will replace human presence in customer service. No customer service will be spared, not even in physical stores.

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SEO is dead, and Google killed it
Jun07

SEO is dead, and Google killed it

In this article, I explain why I think SEO is dead. Google’s algorithm updates in September 2023 and March 2024 were masking a complete shift in strategy from quality results to commercial alliances. I’ll illustrate my point with several real-life examples.

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Greenwashing: retailers must play their role
May27

Greenwashing: retailers must play their role

In this article, you’ll discover how Nesquik inflates its margins through greenwashing. An eco-responsible product is sold for 48% more than its standard equivalent. Consumer psychology explains why this technique works so well.

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Lead generation beware of the backlash
May23

Lead generation beware of the backlash

I’ve tried out the services of “lead sellers” and wasn’t convinced. They’re at best ineffective, at worst dangerous for your reputation. I explain everything in this article.

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Multi-item or single-item scales: How do you choose?
Apr15

Multi-item or single-item scales: How do you choose?

In this article, I deal with a rather technical but especially important subject in quantitative research: choosing the right measurement scale. I give you 8 points of comparison to make the right choice.

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Opinion surveys: beware of these 4 types of statistical error
Apr10

Opinion surveys: beware of these 4 types of statistical error

In this article, I discuss in simple terms the 4 types of statistical errors that can occur, singly or in combination, when conducting a survey. I give you practical advice on how to avoid them.

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Easter chocolates: tradition threatened by inflation?
Apr03

Easter chocolates: tradition threatened by inflation?

In this article, I examine the dynamics of the Easter chocolate market. This tradition is well established in Europe but is subject to significant inflationary pressures. However, the figures for recent years show that it is strong enough to resist.

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Amazon MTurk: advice for successful research
Mar29

Amazon MTurk: advice for successful research

In this article, you’ll find all my advice on how to use Amazon MTurk. This platform simplifies access for respondents, but there are several pitfalls to avoid.

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Surveys: what is a good measure ?
Mar08

Surveys: what is a good measure ?

In this article, I explain the concept of “good measurement” in quantitative survey research. I discuss the 4 characteristics that make for good-quality measurement.

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What do customers expect from downtown stores? [Survey]
Mar06

What do customers expect from downtown stores? [Survey]

In this article, you’ll discover the results of a survey on the expectations of customers of downtown businesses. Downtown stores are far from obsolete. Consumers applaud them but also point to several problems.

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Qualitative and quantitative research: differences and uses
Mar04

Qualitative and quantitative research: differences and uses

In this article, I explain the differences between qualitative and quantitative approaches. You’ll find a summary and concrete examples to help you choose the right methodology.

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6 Qualitative Data Coding Techniques
Mar01

6 Qualitative Data Coding Techniques

In this article, you’ll find a comparison of 6 coding techniques for qualitative data (interviews, focus groups). Each technique’s advantages and disadvantages are presented so you can make the best choice.

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Market research: the booming craft beer market
Feb28

Market research: the booming craft beer market

In this article, you’ll discover the latest figures on the beer market in general, followed by a focus on the microbrewery segment. We will focus on the British, Italian, French, Belgian and German markets.

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Packaging: Consumers Want Change
Feb26

Packaging: Consumers Want Change

This article presents the results of quantitative research among distributors and consumers. The results highlight significant differences of opinion between these 2 groups.

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Luxury: Beyond Products, the InRealLife experience
Feb19

Luxury: Beyond Products, the InRealLife experience

This article analyzes the experiential trend in the luxury sector with a series of concrete marketing actions.

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Using the diary in market research
Feb09

Using the diary in market research

In this article, we examine the diary as a qualitative method. Following a few practical examples, we explain the advantages and disadvantages.

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7 creative techniques to refine your market research
Feb02

7 creative techniques to refine your market research

Conducting market research doesn’t always mean conducting a survey. This article presents 7 creative approaches for capturing different insights or interpreting data in a new light.

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Representative sample: stop asking the wrong questions!
Jan31

Representative sample: stop asking the wrong questions!

Too often, the term “representative sample” is overused. This article explains how to define a representative sample for B2C or B2B.

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Most CRM strategies are obsolete. Yours too?
Jan29

Most CRM strategies are obsolete. Yours too?

The functionality of CRM software determines CRM strategies. In this article, I explain why many companies are following strategies that have become obsolete.

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Measuring customer satisfaction: SMEs are lagging
Jan17

Measuring customer satisfaction: SMEs are lagging

Research shows that SMEs measure satisfaction less frequently than larger companies. In this article, we provide a clear explanation based on published research.

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Is market research a guarantee of success?
Jan15

Is market research a guarantee of success?

Market research is no guarantee of success. It does, however, limit the risk of failure. The question, therefore, arises as to why so few companies use it, especially SMEs. In this article, we review the research on the subject and discuss the factors that give rise to the need for market research in SMEs.

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Surveys: The diverse types of sampling
Jan10

Surveys: The diverse types of sampling

In this article, we explain the diverse types of sampling and how to make the right choice according to the characteristics of your market research.

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Survey: the socialist party’s nonsense
Jan08

Survey: the socialist party’s nonsense

Find out in this article how the Socialist Party created a fake survey for electoral purposes.

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How F.P. Journe created a new service without market research
Nov29

How F.P. Journe created a new service without market research

In this article, you’ll discover the example of a watch brand that launched a new service based on a customer’s request. The CEO’s intuition paid off, but it’s important to remember that this is the exception. Here’s how to get the best out of your customers’ ideas and assessments.

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An interactive window that surfs on recovery
Nov22

An interactive window that surfs on recovery

The store window is an essential component of any successful store. Yet, they are rarely designed to be interactive. The Jamini store in Paris is. And it is even more successful for being part of a neighborhood initiative.

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Net Promoter Score (NPS): a reliable measure of customer satisfaction?
Nov17

Net Promoter Score (NPS): a reliable measure of customer satisfaction?

The Net Promoter Score (NPS) is universally used to measure customer satisfaction. However, it was created for another purpose. Find out in this article whether the NPS is dependable and its limitations.

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Food: 2 examples of co-branding with luxury brands
Nov16

Food: 2 examples of co-branding with luxury brands

SIAL was the opportunity to discover several products using the marketing technique of co-branding to differentiate themselves. Discover in this article the brands Galateo & Friends (and its partnership with Swarovski) and Di Martino (and its partnership with Dolce & Gabbana).

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Customer satisfaction: top managers should talk to their customers
Nov15

Customer satisfaction: top managers should talk to their customers

Top management is often detached from customer reality. Jeff Bezos (Amazon) and Ryanair have implemented organizational solutions to put customer satisfaction at the center of their concerns.

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Advertising: improving effectiveness with eye-tracking
Nov10

Advertising: improving effectiveness with eye-tracking

Eye-tracking is an advanced technology that can improve your advertising. But without going that far, you’ll find in this article a simple tip for anticipating the effectiveness of your ads.

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Mystery calling: a faithful reflection of customer satisfaction?
Nov08

Mystery calling: a faithful reflection of customer satisfaction?

Scientific research sheds light on the limitations of mystery calling/mystery shopping for measuring customer satisfaction.

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Online surveys : not always the best choice
Nov06

Online surveys : not always the best choice

There’s more to market research than surveys. This article explains why a survey is only part of the puzzle, and other complementary techniques are necessary.

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Free returns on the way out, despite their benefits
Nov03

Free returns on the way out, despite their benefits

Free returns are becoming the exception rather than the rule in e-commerce. Yet scientific research reveals that their impact on sales and customer loyalty is enormous.

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Qualitative market research: preparing a correlation matrix
Oct23

Qualitative market research: preparing a correlation matrix

Analyzing qualitative interviews is often problematic. In this article, we explain how to conduct a correlation matrix and give you practical advice on making the most of your results.

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LinkedIn invitations: how to encourage more personalization
Oct20

LinkedIn invitations: how to encourage more personalization

A better design of the LinkedIn connection request would increase the personalization rate of invitation messages. Currently, 87% of connection requests are not personalized.

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Streamflation: Inflation affects streaming too
Oct04

Streamflation: Inflation affects streaming too

Streamflation is the rising price of streaming subscriptions due to inflation. Prices are skyrocketing, but even so, subscribers are staying. However, consolidation is inevitable, and companies like Netflix, Disney, etc., are already making drastic cost cuts.

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Advice on how to conduct a qualitative interview
Sep11

Advice on how to conduct a qualitative interview

In this article, you’ll discover some key phrases for successful qualitative interviews. Learn how to break the ice by making your interviewee feel valued and how to follow up on their answers to deepen their response effectively. To end your interview on a high note, discover some original ways to obtain additional information before leaving.

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