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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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Marketing and advertising: 5 innovative uses of the QR code [Research]
Sep15

Marketing and advertising: 5 innovative uses of the QR code [Research]

The QR code has been around since 1994 and has expanded over the years beyond the industrial context for which it was invented. Marketing professionals have seized the possibilities offered by the QR code and have imagined multiple applications. We present below 5 different fields that have seen the innovative use of QR codes. Only for our subscribers: exclusive analyses and marketing advice Email address  * Subscribe By signing...

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Stage marketing : tout pour le trouver, sujets, conseils [Guide 2021]
Sep13

Stage marketing : tout pour le trouver, sujets, conseils [Guide 2021]

Trouver un stage marketing intéressant n’est pas une mince affaire. Je recrute chaque année plusieurs stagiaires en marketing pour mon entreprise (études de marché et conseils en marketing) et c’est à chaque fois une aventure différente. Dans cet article je partage avec vous mon expérience d’employeur sur 4 aspects essentiels du stage marketing : Comment trouver un stage marketing ? Un stage marketing dans une grande...

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The Bacio Perugina has its own store in Perugia
Sep08

The Bacio Perugina has its own store in Perugia

The “Bacio” (“kisses” in Italian) is a chocolate delicacy famous throughout the Italian peninsula. Perugina produces it. Founded in Perugia in 1922, the Perugina brand has a store dedicated entirely to the glory of this specialty that made it famous. Why do brands have their own stores? FMCG brands have long sought to establish direct contact with the customer. Distributed in supermarkets, they do not know...

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Customer experience: The Lavazza Museum, a place to be taken as an example
Sep03

Customer experience: The Lavazza Museum, a place to be taken as an example

For a museum, creating an innovative customer experience is an essential element of success. So even though I don’t usually talk about my vacations, I absolutely have to tell you about my visit to the Lavazza Museum in Turin, Italy. When it comes to customer experience and interactivity, Lavazza has it all figured out. And when the customer experience is at its best, customer satisfaction is bound to follow. If you only have 30...

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Marché automobile: se différencier dans un marché 100% électrique
Sep01

Marché automobile: se différencier dans un marché 100% électrique

Le marché de l’automobile est à l’aube d’une révolution marketing. Ses conséquences seront incalculables sur le positionnement des marques automobiles haut-de-gamme. Pourtant personne ne parle de l’impact du passage au 100% électrique sur le marketing de marques parfois centenaires. A quoi ressemblera le marketing automobile lorsque le moteur thermique appartiendra au passé ? A quoi ressemblera le marketing des...

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8 examples of augmented reality for marketing
Jun25

8 examples of augmented reality for marketing

Augmented reality is a technological advance that offers businesses real opportunities in marketing. Yet, few are using it. In today’s article, we propose 8 examples of marketing projects based on augmented reality, what they have in common: creating a unique customer experience and supporting a differentiation strategy. 1. Pizza Hut The principle Play Pac-Man with pizza boxes from Pizza Hut. How does it work? Simply scan the QR...

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Qualitative interviews: 7 approaches to recruiting respondents
Jun18

Qualitative interviews: 7 approaches to recruiting respondents

How do you select your respondents for qualitative interviews or focus groups? Beyond the number of respondents, there is also the question of the type of respondents needed for your market research. Do you want to have a homogeneous experience, or do you want to have a maximum variation? In this article, you will find the different strategies for composing qualitative samples. Strategy 1: Maximum variation What for? This type of...

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Customer service: the words used influence customer satisfaction [Research]
Jun11

Customer service: the words used influence customer satisfaction [Research]

The words used by customer service during an interaction are essential. Research of 1000 customer-employee exchanges shows that concrete terms positively impact (9%) customer satisfaction and the desire to buy. This indicates that the drivers of customer satisfaction are subtle. When the economy is reopening after the Covid crisis, employee training is more relevant than ever. Talking to customers cannot be improvised, and semantic...

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NPS soon to be abandoned by 75% of businesses?
Jun04

NPS soon to be abandoned by 75% of businesses?

For customer satisfaction specialists, this title is very enticing. The Net Promoter Score (or NPS), the star metric of customer satisfaction, will be abandoned by 75% of businesses by 2025. This prophecy is, in fact, the result of research put forward by Gartner. Problem: I don’t believe it at all, and I think it’s neither realistic nor very objective. crédits : Shutterstock Most large companies use the NPS First of all,...

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LinkedIn: how to react to the 100 invitations per week limit?
May14

LinkedIn: how to react to the 100 invitations per week limit?

Since March 2021, LinkedIn has decided to limit the number of invitations its members can send drastically. From now on, it is 100 invitations maximum per week instead of 100 per day previously. That’s 85% less, and it has significant consequences for all those who used LinkedIn for their prospecting. Summary 100 LinkedIn invitations per week to fight against spammers Can you still automate your prospecting on LinkedIn? What are...

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How many interviews should you conduct for your qualitative research?
May12

How many interviews should you conduct for your qualitative research?

While determining a sample size is easy for an online survey (for example, brand awareness research), the same cannot be said for the number of interviews in qualitative research. The principle of saturation is often put forward as the ultimate argument for determining the sample size. But it is challenging to implement. To help you, we have launched the first version of an online tool to calculate the minimum number of interviews to...

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The interest of eye tracking in the retail sector [Guide 2021].
Apr28

The interest of eye tracking in the retail sector [Guide 2021].

Eye tracking is a technique used in the marketing field since the 1980s. It allows optimizing advertisements and packaging design and naturally finds its main applications in the retail sector. Eye tracking allows piercing some of the mysteries surrounding consumers’ purchasing decisions by analyzing where their attention is focused. This technique is therefore of great interest in terms of optimizing the customer experience....

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LG’s failed differentiation strategy in 3 examples [Analysis]
Apr23

LG’s failed differentiation strategy in 3 examples [Analysis]

LG’s recent exit from the smartphone business provides an interesting illustration of the importance of strategic choices in the differentiation strategy. LG was a highly innovative smartphone business and yet was unable to make a mark in the market. Its market share in smartphones has never exceeded 2%. This article illustrates this failed differentiation strategy through 3 pseudo-innovative products: the G-Flex, the G5, and...

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94% customer satisfaction rate at Axa … not very realistic
Apr21

94% customer satisfaction rate at Axa … not very realistic

The satisfaction rate is an obsession of banks and insurance companies. Why is this? Because their profitability is directly linked to it. When customer satisfaction becomes a commercial argument, the temptation is great to say anything. So, when Thomas Buberl, Axa’s CEO, explains that Axa’s customer satisfaction rate is 94%, I think we are in the middle of a fairy tale. If you only have 30 seconds Axa CEO Thomas Buberl...

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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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