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Luxury product packaging: an incredible parallel market
May18

Luxury product packaging: an incredible parallel market

Vuitton paper bags that sell for a few euros, empty Hermès boxes for a few dozen euros, luxury watch cases without their precious watch for several hundred dollars. Classified websites are full of this type of offer. How can we explain that objects that seem so insignificant find a buyer? From where does their value come? This article explains the role of packaging in the buying experience and analyzes why some people are willing to...

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This Heineken pop-up store is hidden in a fake supermarket
May13

This Heineken pop-up store is hidden in a fake supermarket

The Heineken pop-up store created the event by proposing a concept never seen before. It took the form of a fake supermarket behind which was hidden a bar. Located at 43 rue Notre Dame de Nazareth in Paris, this supermarket will have been very temporary since it remained open for only one week at the beginning of May 2022. This pop-up store was part of the communication strategy around a new product: Heineken Silver. As in the other...

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Improve your focus groups with these 10 online tools
May09

Improve your focus groups with these 10 online tools

Today, more and more focus groups and individual interviews are conducted remotely. This transition to the virtual presents specific difficulties. One of the most significant challenges remains the remote participation in projective techniques? This article presents 10 tools for conducting qualitative interviews and focus groups remotely, using methods such as collages, perceptual maps, and many others. At the end of this article, you...

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Will responsible consumption resist inflation? [Analysis]
May06

Will responsible consumption resist inflation? [Analysis]

In a recent survey, responsible consumption, particularly recycling, appears to be a fundamental trend. 74% of consumers say they buy responsible products at least occasionally. But how will this quest for responsibility evolve in the face of inflation and the resulting impoverishment? This article analyzes consumer aspirations in light of the current and future economic situation. The figures for responsible consumption 74% of...

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6 rules to follow in choosing your commercial premises
Apr22

6 rules to follow in choosing your commercial premises

How to choose the location of a store? This article proposes 6 rules to select the right location and configuration for your future sales outlet. We explain how to gain up to 50% more customers by choosing the right sidewalk, the effect of public transportation, the role of “locomotive” signs, and much more. And of course, if you would like advice on the ideal location, please visit our dedicated page and contact us. 6...

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Royal Canin: its pop-up store is also used to carry out Market Research
Apr20

Royal Canin: its pop-up store is also used to carry out Market Research

Royal Canin has installed a pop-up store at 123 rue de Turenne in Paris. With this pop-up store, the brand is not only going to meet dog and cat owners to increase its awareness. The Royal Canin pop-up store serves a market research purpose to shape its future flagship store, opening in the Opera neighborhood. This is the first time we have visited a pop-up store that takes advantage of all the possibilities offered by this type of...

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Consumption in 2022: statistics, trends, growth sectors
Apr13

Consumption in 2022: statistics, trends, growth sectors

Several recent Market Research projects allow us to anticipate consumer trends in 2022 and changes in purchasing habits. First, Covid, then the war in Ukraine, has profoundly changed our habits and, in turn, the products we buy. The current economic and geopolitical situation adds a layer of complexity. More than ever, it is necessary to rely on concrete statistics to project ourselves into the future. Statistics: the impact of Covid...

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The radical change in the profile of stock market investors [Research]
Apr11

The radical change in the profile of stock market investors [Research]

Thanks to Covid young people have turned mainly to the stock market to invest their money. Beyond crypto-currencies, primarily abandoned by older investors, we can see that a fresh wind is blowing on the stock market. The younger generations are shaking up the investment codes, and several Market Research studies shed light on these changes. Young people and the stock market: some statistics In 2018, the under 30s represented 4.5% of...

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Patrick Roger: his stores are irresistibly attractive to customers
Mar24

Patrick Roger: his stores are irresistibly attractive to customers

Some stores are worth the detour, and Patrick Roger’s are among them. I would be willing to travel hundreds of kilometers to immerse myself in the unique atmosphere that each of his sales outlets exudes. So, I couldn’t avoid visiting the one in the Marais in Paris that the Covid pandemic had deprived me. This store is an example for all retailers because it converts passers-by into customers. This is where the...

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The secret of La Samaritaine to make its customers buy
Feb28

The secret of La Samaritaine to make its customers buy

How to increase customer conversion in physical retail? By bringing them as close as possible to the product! This is what La Samaritaine has realized, thanks to a clever device we will reveal below. It is similar to a nudge and simplifies the customer experience subtly. 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...

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Visit the Giant flagship store: the future of supermarkets?
Feb23

Visit the Giant flagship store: the future of supermarkets?

New trends in retail are often to be found on the other side of the Atlantic. This article presents the Giant flagship store and its innovative food offer. This Giant store features a new and oversized self-service beer bar concept. It foreshadows what will be the supermarkets of the future, multi-use stores where service will be ever more critical. This article was made possible thanks to Olivier Delangre, CEO of the well-known...

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Vuitton x Nike Air Force 1 by Virgil Abloh: a crazy sale at Sotheby’s
Feb14

Vuitton x Nike Air Force 1 by Virgil Abloh: a crazy sale at Sotheby’s

These are truly crazy times. How else can you explain that 200 pairs of Nike Air Force 1 Virgil sneakers sold for an average of over $100,000 each? That’s what happened at the online sale that Sotheby’s organized from 26 January to 9 February 2022. The sale result, proudly announced on the Sotheby’s page (see screenshot below), leaves one breathless: $25,332,300. The starting estimate was already generous for a pair...

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Interview guide: examples, method, advice for its preparation
Feb09

Interview guide: examples, method, advice for its preparation

Writing a qualitative interview guide is not easy. In this article, we propose a method for writing one and offer practical advice for improving it. You will also find examples of semi-structured interview guides that we have used for market research projects. You can even download them! Contact us to realize your qualitative interviews Summary What is the purpose of an interview guide? In which cases can an interview guide be...

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B2B qualitative research: what compensation should be offered to respondents?
Jan28

B2B qualitative research: what compensation should be offered to respondents?

Qualitative research in B2B is particularly complicated to organize, mainly because of the recruitment of respondents. This article explains what options you have to compensate respondents for their time. Contact us for your B2B market research Summary The challenge of B2B qualitative research Screener for the recruitment of B2B respondents Compensation: Essential but not essential The most common compensations for B2B qualitative...

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New car market: analysis and origin of an unprecedented crisis
Jan24

New car market: analysis and origin of an unprecedented crisis

The new car market is in crisis. Sales fell further in 2021, and the decline is as much as 25% compared to 2019. The automotive sector is one of the only sectors that has not benefited from the post-COVID economic recovery. Four factors explain this unprecedented situation. Their analysis will show how they are linked and the vicious circle they feed. We will also look to the future to decode the prospects for this market by 2023. If...

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Customer experience: key points and analysis [Guide 2022]
Jan19

Customer experience: key points and analysis [Guide 2022]

Customer experience refers to all the relationships between a customer and a company. These steps are numerous and range from the birth of the need to the end of the association through the purchase and use of the product or service. Customer experience has become very complex in the digital age. It is said to be “multi-channel.” To better understand the process, it is interesting to visualize it, which implies knowing the...

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5 disadvantages of the Net Promoter Score (NPS)
Jan12

5 disadvantages of the Net Promoter Score (NPS)

The Net Promoter Score (NPS) has 5 drawbacks that must be considered when measuring customer satisfaction. These drawbacks do not detract from the NPS value, but they lead us to propose alternative solutions for our projects. These solutions aim at making satisfaction surveys real improvement levers and not just a mandatory part of the company’s operations. Contact us for your customer satisfaction survey Summary The Net...

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Customer experience: 5 key moments to measure customer satisfaction
Dec22

Customer experience: 5 key moments to measure customer satisfaction

Measuring customer satisfaction is difficult in the digital age. Since the Covid crisis, the digital transformation has accelerated, blurring the lines of the customer experience even more. The customer experience has become so complex that it is almost impossible to identify all the touch-points between the company and its customers. In this article, we propose 5 critical stages of the customer experience where customer satisfaction...

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4 reasons for Netflix to publish its ratings
Dec20

4 reasons for Netflix to publish its ratings

Netflix has decided to publish its ratings every Tuesday on a dedicated website. This is an essential change for the Los Gatos-based company, which had somewhat accustomed us to the opacity of its audiences. Netflix is now making public a TOP 10 of its audiences in the form of the number of hours watched per week. They are counted in tens of millions of hours for the most-watched programs. This article analyses the 4 strategic reasons...

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Qualitative interviews in B2B: what is the budget?
Dec15

Qualitative interviews in B2B: what is the budget?

Qualitative interviews are probably an essential method for B2B market research. Nevertheless, we notice that many companies do not know what to expect in terms of budget. This article explains how to budget for qualitative interviews in B2B and what the alternatives are for your market research. Contact us with any questions Summary Why use qualitative interviews for B2B market research? What budget should you expect? B2B focus...

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Starbucks and Amazon Go, launch a joint store in New York
Dec08

Starbucks and Amazon Go, launch a joint store in New York

A joint Starbucks and Amazon Go store has opened in New York on 59th Street between Park and Lexington avenues. It’s the first time that 2 brands have joined forces to open a common sales outlet. You will find in this article some pictures taken during a visit to the store at the end of November 2021. Many thanks to Olivier Delangre, Amoobi’s CEO, for sharing his photos and analysis for this article. Starbucks and Amazon...

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Marketing mix: analysis of the cosmetics brand Lush
Dec06

Marketing mix: analysis of the cosmetics brand Lush

We have often talked about the cosmetics brand Lush as an example of customer experience. Today we propose an analysis of the Lush marketing mix. We will follow the 7P method, the steps of which you will find in our marketing mix analysis grids. The product The product is the cornerstone of Lush’s marketing strategy. Its marketing positioning is based on the promise of natural, “fresh” products (this notion being...

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Customer satisfaction: issues and challenges in the post-covid era
Nov29

Customer satisfaction: issues and challenges in the post-covid era

What are the challenges of customer satisfaction? Can we still build customer loyalty? This is a reasonable question to ask. Indeed, we can observe a return of transactional marketing to the detriment of relational marketing, prevalent since the 90s. With the erasure of human relationships announced by automated stores and Facebook’s metaverses, what will be left in the future to build customer loyalty? If you only have 30...

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For Axa, customer satisfaction is not a priority. And it’s no secret!
Nov24

For Axa, customer satisfaction is not a priority. And it’s no secret!

Customer satisfaction seems to be a foreign concept to Axa, and the company makes no secret of it. When you send in a question via the Axa website, the promise that you will receive an answer within 30 days is simply staggering. If we needed proof that traditional insurance companies are incapable of adapting to the needs of their customers, this is it. This disastrous customer experience management leaves a gap for Insurtech...

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The Organic Market: 2021, the year when everything went haywire.
Nov12

The Organic Market: 2021, the year when everything went haywire.

Has the organic market entered a period of crisis? Can organic farming reach 25% of cultivated areas as the European Commission would like? These are some of the questions that the latest statistics on the organic market in France shed light on. They show that the effects of Covid on organic food consumption were only temporary. Other effects added up to contribute to a historical drop in sales. Statistics concerning the organic...

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A visit to the most prominent Amazon Fresh in Washington
Oct29

A visit to the most prominent Amazon Fresh in Washington

Welcome to the ultra-technological world of Amazon Fresh. Today we’re visiting the 2nd most prominent Amazon Fresh in the United States of America (700 square meters) in Washington. It’s equipped with “Just Walk Out” technology and allows you to shop without going through the checkout (you’ll still pay, rest assured). This retail report in the United States follows the one we published on the Lego and...

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online focus group: 5 pitfalls to avoid
Oct27

online focus group: 5 pitfalls to avoid

Conducting focus groups remotely has never been easier than since the Covid crisis. Everyone is now used to the use of video conferencing software. However, there are many pitfalls. Since the Covid pandemic, we have realized online focus groups with no less than 500 people and have been confronted with 5 recurring problems that we detail in this article. Online focus group: the correct number of participants If you decide to organize...

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Lego store New-York: personalization and phygital on the agenda
Oct15

Lego store New-York: personalization and phygital on the agenda

The Lego Store on 5th Avenue in New York was the retail sensation of summer 2021. It opened on June 24, 2021, at the foot of the Rockefeller Center. It is not the first Lego store (see, for example, our article on the one in London) but probably the most “experiential.” It also incorporates several new elements that will increase the average sales and further fill Lego’s coffers. Follow us for a dive into the new...

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Social marketing: the example of food waste [Case study]
Oct13

Social marketing: the example of food waste [Case study]

Social marketing aims to use marketing techniques to promote social or public interest causes. We have given several illustrations in our reference article on the subject. To illustrate the idea of social marketing, we analyze in this article the case of food waste following the 4Ps method (marketing mix). This case study will allow us to understand how consumers are encouraged to act against food waste, an issue that we can sometimes...

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Marketing Mix: example of analysis according to the 7Ps [automobile]
Oct08

Marketing Mix: example of analysis according to the 7Ps [automobile]

After publishing our reference article on the marketing mix, we propose here a detailed example of analysis following the 7P model: that of the Rimac Nevera, a 100% electric hypercar that we already talked about here. Analysis of Rimac’s marketing mix Introduction P1 : Product P2 : Price P3 : Promotion P4 : Place P5 : People P6 : Process P7 : Physical Evidence Introduction Rimac is a Croatian car manufacturer founded in 2001 by...

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Marketing Mix: example of analysis according to the 7Ps [watchmaking]
Oct06

Marketing Mix: example of analysis according to the 7Ps [watchmaking]

After publishing our reference article on the marketing mix, we propose a detailed example of analysis following the 7P model. We have chosen to focus on the case of the luxury watch brand Richard Mille, a relatively new brand whose watches reach the record average price of 150.000€! For each element of the marketing mix, we have tried to illustrate it in the form of a video. Analysis of the Richard Mille marketing mix P1 : Product P2...

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Social Marketing: Definition, Implementation, Examples [Guide 2021]
Oct04

Social Marketing: Definition, Implementation, Examples [Guide 2021]

Social marketing is the branch of marketing that aims to promote social causes or general interest. Social marketing will notably play on the social values of targets to convince them. Philip Kotler summarized the challenge in the title of his book published in 2008: “social marketing: changing behavior to do good.” Summary Social Marketing: Definition Implementing a Social Marketing Plan Case Research: Tobacco in the...

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Marketing Mix: example of analysis according to the 7Ps [fruit juice]
Oct01

Marketing Mix: example of analysis according to the 7Ps [fruit juice]

After publishing our reference article on the marketing mix, we propose a detailed analysis following the 7Ps model. We propose to analyze the marketing mix of the latest product from the Alain Milliat brand: an iced tea marketed under the “am alain milliat” label, which we discussed in our article on marketing positioning. Marketing mix analysis Introduction P1 : Product P2 : Price P3 : Promotion P4 : Place P5 : People P6...

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Marketing Mix: definitions, analysis examples [Complete Guide 2022].
Sep29

Marketing Mix: definitions, analysis examples [Complete Guide 2022].

The marketing mix aims at making your marketing positioning concrete. Often associated with the term “4Ps“, the objective of the marketing mix is to make your positioning tangible each time your brand is in contact with the consumer (the so-called “touchpoints”). This article explains the difference between 4P and 7P, explains each facet of the marketing mix with numerous examples, and ends with a detailed case...

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3 techniques to make your online surveys more reliable
Sep24

3 techniques to make your online surveys more reliable

An online survey is often an essential part of any market research. However, doing a survey well is not easy. Many mistakes can be made that can affect the validity of your results. In this article, we present 3 techniques to ensure that the survey participants reliably answer your questions. If you only have 30 seconds The quality of a survey depends on the attention respondents give to it. Attention tends to decrease with the length...

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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...

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