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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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25 million customers to satisfy per year: the mission of Veronique Vergeynst
Mar09

25 million customers to satisfy per year: the mission of Veronique Vergeynst

Satisfy 25 million passengers a year. If this sounds like an impossible mission at first glance, Veronique Vergeynst is the right person for you. The Head of Corporate Marketing at Brussels National Airport was voted French-speaking marketeer of the year in 2019. The challenges are immense and multiple: managing and measuring customer satisfaction, creating a memorable customer experience, customer loyalty as well as innovation. In...

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An interesting retail concept at Stella McCartney’s store in Rome
Mar06

An interesting retail concept at Stella McCartney’s store in Rome

In the Stella McCartney shop in via Borgognona in Rome, I have discovered an exciting retail concept for you. It consists of two LED panels that allow you to vary the background in behind the products. The effect is quite captivating and allows you to create different atmospheres that correspond to the brand’s universe. The result is also very eye-catching when it gets dark. As you can see below on the different pictures, I...

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[Podcast] The Secrets of Marketing for Tourism, with Elke Dens (2019 Marketeer of the Year)
Mar02

[Podcast] The Secrets of Marketing for Tourism, with Elke Dens (2019 Marketeer of the Year)

Elke Dens was elected Dutch-speaking marketeer of the year 2019 for her work as marketing director of VisitFlanders, the Flemish tourist office in Belgium. In this podcast, she details for us the main lines of her marketing strategy to attract tourists to Flanders. In particular, she looks in detail at the promotion of Flemish art masters around the world and explains how she attracts art lovers from all over the world. We would like...

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Podcast: impact on SEO and traffic. Feedback after 3 months
Feb19

Podcast: impact on SEO and traffic. Feedback after 3 months

Ten episodes of my podcast are in the box. What are the lessons I have learned from them? In particular, what was the impact of the podcasts on my SEO? I started podcasting as a complement to my SEO strategy. After three months and 15 episodes recorded (they are all broadcast), I draw the first conclusions. Audience, difficulties, I talk about everything without taboos, and I will read to you exclusively the evolution of the figures...

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Advertising: how to make your company more visible right from the start?
Feb14

Advertising: how to make your company more visible right from the start?

How do you make your business visible right from the start? Are there several advertising methods? What exactly is advertising? All these questions (and many others) are at the heart of the questions asked by Pierre-Raffaele, a 10-year-old future entrepreneur. To help him build his business project, he receives Karim Debbah, an advertising specialist. With him, he not only retraces the history of advertising but also discusses the...

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Marketing: this 10-year-old child will explain to you the concept of differentiation
Feb05

Marketing: this 10-year-old child will explain to you the concept of differentiation

How do you succeed in business today? More than ever, you have to know how to differentiate yourself. Differentiation has become an essential marketing strategy for business success. In this episode of ” The Business World with Pierre-Raffaele? ” we explain the concept of differentiation in a simple way. We use a concrete example, that of Rusée, a high-end leather goods brand that differentiates itself on two main lines:...

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Netflix: development and expansion outlook for 2020
Jan29

Netflix: development and expansion outlook for 2020

Netflix’s growth is decelerating, mainly driven by market share gains outside North America. Netflix boss Reed Hastings is preparing the financial community for lower than expected financial results. This is what emerges from the 2019 last quarter results presented by Netflix last week. We analyse these figures in today’s article, and we are now predicting Netflix’s medium-term business strategy. Our forecast is for...

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[podcast] How this different restaurant became number one on TripAdvisor.
Jan27

[podcast] How this different restaurant became number one on TripAdvisor.

In this new podcast, we will talk about the exciting story of a gastronomic restaurant (the 65 degrees) that employs people with Trisomy 21 and other mild disabilities. Its co-founder, Adelaide Aymer, takes stock with us of the first year of operation which, in addition to extensive media coverage, has also enabled 65 degrees to win the award on TripAdvisor. Indeed, 65 degrees has become the N°1 restaurant in Brussels on TripAdvisor,...

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Retail: a new ultra-precise method for choosing the location of your store
Jan15

Retail: a new ultra-precise method for choosing the location of your store

How well should you choose the address of your sales outlet? This is the whole point of a location study. Good news for all those in this situation: we are marketing a new data source in Belgium and France that gives results of unprecedented precision for an attractive price (from €1,000). The data comes from the GPS of smartphones. Thanks to this data, we can provide you with unmatched results quickly. We explain everything in this...

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2025: the end of personalisation algorithms?
Jan13

2025: the end of personalisation algorithms?

At a time when Amazon already achieves 35% of its turnover thanks to the algorithmic recommendation and launches two new personalisation tools (Discover and Showroom), Gartner announces the end of personalisation algorithms by 2025.  This ambiguous announcement seems to deserve a more in-depth analysis. Contents Infographics on personalisation algorithms The purpose of algorithmic personalisation Why abandon personalisation? Problem...

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Star Wars 9: Kinepolis transforms your cursor into a laser sword
Jan10

Star Wars 9: Kinepolis transforms your cursor into a laser sword

For the last episode of the Star Wars saga (“Skywalker’s Ascent”), Kinepolis’ French and Belgian websites have adopted a galactic look. In addition to adorning themselves with graphic elements that evoked the universe of Star Wars, fans were also surprised to see their cursor turn into a laser sword (see screenshot opposite). A brilliant marketing stunt that we have immortalised in the video below.   ....

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INPI data portal: free data for your market research
Dec20

INPI data portal: free data for your market research

Where to find data for your market research? This is a recurring question, and it must be admitted that for competition research, there was not a lot of data available free of charge in France. The launch of the INPI data portal changes this situation. Indeed, a large part of the data on French companies was marketed on a large scale through sites that resold INPI data. The best-known site, Societe.com, for example, has a licence,...

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#Gransharing: this Zalando popup store revisits the intergenerational link
Dec18

#Gransharing: this Zalando popup store revisits the intergenerational link

On 14 and 15 December, 2019 Zalando opened the pop-up store #Gransharing in Brussels (rue Antoine Dansaert 64). This pop-up store was designed to celebrate and promote the intergenerational bond around the hashtag #gransharing. Sarah van den Eertwegh, PR manager of Zalando, explained to me that her company had set up a panel of 16 elderly people (the “grannies”) in order to rebuild a link with the younger generations...

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Retail: Levita’s levitation of objects in the shop window
Dec13

Retail: Levita’s levitation of objects in the shop window

Always looking for new trends in the retail world, this year we returned to interactive window displays, which are increasingly used by brands to differentiate themselves from their competitors and offer a unique experience to their customers and attract shoppers. Today, two magicians (Clément Kerstenne and Philippe Bougard) put their tricks in-store and create shop windows that levitate objects. Philippe and Clément tell us about...

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You can shop at Sephora without being disturbed
Dec11

You can shop at Sephora without being disturbed

The consumer is becoming more and more independent and has less and less need for salespeople for his purchases. Sephora has understood this well and has even developed an ingenious system to ensure that customers are not disturbed. A paradox as it goes against most beliefs on the subject, that contact between salespeople and customers makes it easier to sell. But we have to admit that behaviours are changing.  Has the time come when...

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[Podcast] Effects of bad buzz on firm’s performance : a look back at the Bicky Burger case
Dec02

[Podcast] Effects of bad buzz on firm’s performance : a look back at the Bicky Burger case

For the launch of our podcast on marketing and entrepreneurship, we received Karim Debbah, Media Manager of the Belgian Advertisers’ Union (UBA), the organisation that defends the interests of 1045 brands in Belgium. This podcast (currently in French), centred around the Bicky Burger case, also allowed us to address the issue of provocation in advertising. From the Benetton ads created by Olivero Toscani to the Bicky Burger...

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Personalising customer relations: how to gain trust and data?
Nov25

Personalising customer relations: how to gain trust and data?

The recommendation algorithms promise marketers to achieve their Holy Grail: that of personalised relationships with all their customers at a reasonable price. Since the quality of customer relations is a decisive factor for customer satisfaction and loyalty, algorithmic recommendations, therefore, represent the promise of quality interactions with customers and meaningful marketing actions. However, large-scale customisation can only...

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Study of the digital divide: who are those who do not have access to the Internet
Oct30

Study of the digital divide: who are those who do not have access to the Internet

In today’s post, I want to tell you a true story, that of a request for a market research project that came to us a few weeks ago. This request (from an Indian digital agency acting for a renowned client) is symptomatic of the methodological problems we face every day. Also, there was a real lack of knowledge of the fieldwork. This “anecdote” will also be an opportunity for us to talk about a real social problem, the...

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Ferrari, Lamborghini, … who are the firms which buy luxury cars in France?
Oct07

Ferrari, Lamborghini, … who are the firms which buy luxury cars in France?

Did you know that in France, companies (and not necessarily large ones) buy Ferrari, Lamborghini, Rolls-Royce, Bentley and Aston Martin cars? Would you like to know more about these companies that are doing so well? Follow us in a little data mining exercise. Introduction Between 2014 and 2019, several hundred super- and hypercars have been registered by French companies: just over 200 Ferraris, a hundred Lamborghinis, Bentleys and...

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market research in France: and what if you use ODIL?
Sep23

market research in France: and what if you use ODIL?

If you are an entrepreneur, this article should be of interest to you. Today, we are offering you the opportunity to discover a tool that will allow you to carry out free market research in France. If ODIL (the name of the tool) will not allow you to carry out the entirety of your market research, it will nevertheless let you get started and will provide you with the first essential data to understand the characteristics of the...

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FMCG: consumers’ purchase behaviors are increasingly different
Sep18

FMCG: consumers’ purchase behaviors are increasingly different

In our last article, we showed how new tools, based on “data”, allow large FMCG groups to keep up with market developments and consumer expectations. In today’s article, we reveal the effects of the evolution of the FMCG (“Fast-Moving Consumer Goods”) market on consumers’ purchasing habits. A recent study (August 2019) by the University of Chicago unveils an unexpected phenomenon: the rise of niche...

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Pagani’s attention to details creates a unique customer experience
Sep04

Pagani’s attention to details creates a unique customer experience

Last month I had the chance to visit the Pagani car factory in San Cesario Sul Panaro near Modena. In the heart of the Italian “Motor Valley”, Pagani has been producing coveted hyper-cars all over the world for almost 30 years at a rate of 40 units per year. The base price of the latest model: €2.2m (excluding VAT and excluding options). Horacio Pagani, the creator of the eponymous brand, has developed a company of 150...

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Where can I find the statistical data for my market research?
Sep02

Where can I find the statistical data for my market research?

Where can I find data and in particular the statistics for market research? This is a question that many people ask themselves when they begin their research, especially when the budget is tight, and they are looking to conduct market research for free. Because having a method is not enough, it is also necessary to have data to use. However, at the beginning of the market research (desk research), it is essential to have reliable data...

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10 mistakes to avoid when drafting a quantitative questionnaire
Aug13

10 mistakes to avoid when drafting a quantitative questionnaire

Writing a quantitative questionnaire, doing an online survey; all this has become very simple in the age of the Internet. Too simple, no doubt, because errors appear at the very moment of writing the quantitative questionnaire. Read also Creating a questionnaire for quantitative market research We have listed for you the 10 mistakes that you should avoid when writing the questions of a quantitative questionnaire Using complicated...

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How to do market research for free?
Aug05

How to do market research for free?

To do market research for free, don’t limit yourself to an online survey. Combine different market research techniques in this sequence: Carry out desk research to get a first view of the market dynamics. Use free resources, such as professional reports and scientific publications. Complete the PESTEL analysis. Use the information from the desk research and complete it with official statistics, also free of charge. Carry out...

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Gmail: a friend who wishes you well (but who will not let you go)
Jul29

Gmail: a friend who wishes you well (but who will not let you go)

Gmail has just launched a new feature: dynamic emails. This new feature, described in a Google blog post, introduces a subtle innovation that contributes a little more to the creation of an ecosystem from which we cannot leave. Under the guise of improving the Google user experience and its multiple subsidiaries seek to keep users captive at all costs. Explanations in today’s article and feedback on the featured snippets...

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Market research : how to study your market when going abroad?
Jun21

Market research : how to study your market when going abroad?

I was pleased to be invited by Hub.Brussels on 14 June 2019 to give a workshop on how to do a market research for export. The workshop was part of the export week 2019 that was jointly organized by BECI and Hub.Brussels. 3 essential techniques to carry a market research when going abroad Based on the B2C guide to market research and B2B guide to market research we published earlier this year, I presented the 3 essential steps of a...

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