Paper catalog: an underestimated tool in retail
By Pierre-Nicolas Schwab •
Retailers have eliminated the paper catalog (and paper in general) as a channel for communicating with customers. Yet, the latest market studies show that paper remains popular with consumers.
Soho House: An Uncertain Future Despite Its Innovative Nature
In this article, I analyze the customer experience at the Soho House concept store in Berlin. This article is also an opportunity for me to discuss the future of Soho House, as its ownership structure has completely changed. Major strategic changes are therefore expected to offset the losses accumulated over the past 30 years.
Linkedin account restricted permanently: what happened and the lessons I learned
In this article, I tell you how I was permanently banned from LinkedIn, what I did (or didn’t do) to recover my account, and the lessons I learned from it.
Shrinkflation: still a magic recipe in 2025
Manufacturers in the supermarket sector are posting unprecedented profitability figures. Their operating margins have risen spectacularly, thanks to shrinkflation on the one hand, but also to price increases, pure and simple.
The plant-based meat market is in decline
The plant-based meat market is in a crisis in 2025. Find out why in this analysis.
How much does an opinion poll cost?
By Pierre-Nicolas Schwab •
In this article, I explain how much money you need to conduct an opinion poll and which technique you should use depending on the context.
Temu: word-of-mouth marketing
In this article, I offer an analysis of Temu's success. Based on statistics, I show that Temu saves millions of euros thanks to a simple marketing strategy.
Location analysis: 4 methods for measuring flows
In this article, we present 4 methods for measuring traffic flows at the location of your future point of sale. Studying your location before setting up a shop is a key factor for success in retail.
How much does Market Research cost in 2025?
This article reveals the prices of the most frequently used market research techniques. Prices have been fully updated for 2025.
How to conduct a competitors’ customer satisfaction survey
This article explains the benefits of conducting a customer satisfaction survey on your competitors. If your competitors' customers are dissatisfied, they become easy sales targets. But you still need access to them. We explain how in this article.
Surveys in a legal context: defending a trademark
In this guide, we discuss in detail and with numerous legal references the use of survey methodology in trademark disputes. Contact our polling agency for assistance.
Electric cars: outlook for 2025 in Europe
The year 2024 ended with a fall in new and electric car registrations. In this article, I explain why 2025 will be crucial for the European transition to all-electric vehicles.
Louis Vuitton: Christmas windows with a carousel theme
In this article, I will tell you about the superb window displays in the Vuitton shops in Paris. For Christmas 2024, they were all on the theme of the carousel, and a street marketing operation was even organized.
Stabilo: a marketing-based recovery strategy
In this article, I analyze the problems faced by Stabilo in 2024 on the one hand and the success of the Stabilo x Dolce & Gabbana co-branding on the other. This leads me to identify 3 areas for their future marketing strategy.
Comfort food, a key food trend for 2025
In this article, I look at a major food trend 2025: comfort food. You will find statistics on the different "verticals" of this market and a psychological explanation of the fitness of this type of food.
Greenwashing: retailers must play their part
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.
SIAL 2024: 12 tips to organize your visit [Guide]
In this Guide, I share my 12 tips for organizing your visit to SIAL 2024. They're based on nearly 20 years of experience attending the show.
Infiniment Coty Paris: retail favorite of the year
In this article, I share my retail favorite of the year. The "Infiniment Coty" store was opened in Paris to launch the eponymous brand. This ultra-innovative outlet will inspire even the most demanding marketers.
What is the future for automatic checkouts?
In this article, I explain why retailers remove automatic checkouts from their outlets. I also look at the technologies that could replace them, so the in-store customer experience doesn't suffer.
Sneakers: ever more customization at Adidas
The Adidas flagship store in Paris offers advanced sneaker customization services. Discover them in this article and understand their marketing benefits.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
Luxury: Beyond Products, the InRealLife experience
This article analyzes the experiential trend in the luxury sector with a series of concrete marketing actions.
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.
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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