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Marketing, customer satisfaction and loyalty
Satisfied customers will follow you everywhere
Richard Mille RM UP-01: marketing analysis of a €1.86m watch
Aug03

Richard Mille RM UP-01: marketing analysis of a €1.86m watch

Richard Mille has just released the RM UP-01, a watch designed in partnership with Ferrari. This ultra-thin watch (1.75 mm) has an unprecedented selling price: 1.86 million Euros. Beyond the technological prowess (see video below), this watch marks a marketing turning point. This is the opportunity for us to analyze in this article the marketing of the RM UP-01 and the place of this object in a luxury watch market that has exploded in...

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E-commerce: will the crisis mark the end of free returns?
Jul27

E-commerce: will the crisis mark the end of free returns?

Free returns have been a driving force in the development of e-commerce and customer loyalty. It is estimated that the average return rate (1 product out of 4) in e-commerce is 25% compared to 8% in physical commerce. Yet returns have a cost: financial and environmental. As we showed in 2011 in European-wide research, the final customer does not perceive the value of the delivery. The price of products has therefore evolved to include...

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Pricing: 6 techniques to influence consumers
Jul11

Pricing: 6 techniques to influence consumers

Pricing is the technique that aims to set the best price for the company. The ideal pricing maximizes the company’s profits while minimizing the risk that the customer perceives it as too high. It is, therefore, a subtle balance that you must achieve. In this article, we present 6 mechanisms you can use to influence the price perception in the customer’s brain. Some of them you will already know, others less so. Awareness...

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Communication strategy: the brilliant example of La Casa de Papel
Jul01

Communication strategy: the brilliant example of La Casa de Papel

How to analyze a communication strategy? In this article, we propose an example of communication strategy analysis from A to Z, that of Netflix for its flagship series “Casa del Papel.” You will find the analysis of the digital communication strategy, the contents, and the different influence marketing techniques used. Only for our subscribers: exclusive analyses and marketing advice Email address  * Subscribe By...

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Customer satisfaction: an example of NPS misuse
Jun27

Customer satisfaction: an example of NPS misuse

The Net Promoter Score (NPS) is a simple method to measure customer satisfaction globally. But you must apply it correctly. We regularly discover, through the customer satisfaction audits we do, that the results are distorted by incorrect use of the software. The example we are presenting today comes from Lufthansa. The error in implementing the NPS is not obvious, but it still taints the credibility of the results. We conclude this...

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Patrick Roger: stores and an exceptional customer experience
Jun20

Patrick Roger: stores and an exceptional customer experience

I am a big fan of Patrick Roger’s chocolate stores, and I have explained here their marketing power. For Mother’s Day, I had the opportunity to organize a photo shoot in 4 of the brand’s most beautiful Parisian sales outlets: Rennes, Saint-Sulpice, Saint-Germain, and Sèvres. These photos illustrate the 2 cornerstones of Patrick Roger’s marketing strategy: sales outlets that are all different and whose aesthetic...

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Luxury watches for men: analysis of a market in full swing
Jun10

Luxury watches for men: analysis of a market in full swing

In times of war, only two things retain their value: a Rolex and gold. This famous adage has been illustrated in recent months by the explosion in the price of luxury watches for men. It’s pretty simple: there is nothing left to sell for some brands. For example, at Patek Philippe, Rolex, and Audemars Piguet, there are no more products available, and the waiting period is up to 10 years for some models. As a result, the market...

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7 factors that influence the response rate of a telephone survey
Jun08

7 factors that influence the response rate of a telephone survey

Telephone surveys are one of the most common methods used to collect data for market research. Telephone surveys are particularly well suited to the B2B context but present several difficulties that impact the response rate and the budget. In this article, we take a closer look at the 7 factors that influence the response rate of telephone surveys. Contact us for your telephone survey Summary factor 1: the type of target factor 2: the...

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B2B telephone survey: budget, approach, difficulties, solutions
Jun01

B2B telephone survey: budget, approach, difficulties, solutions

In B2B market research, telephone surveys are still a popular methodology. Indeed, there are no sizeable B2B panels to conduct an online survey as in B2C. Therefore, a sufficient number of responses can often only be obtained via telephone calls. However, this approach presents many difficulties that we discuss in this article. B2B telephone survey: 48-hour quote Summary The different methodological approaches for B2B market research...

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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,...

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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...

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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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