1. Greenwashing: retailers must play their part

   By Pierre-Nicolas Schwab • 11 october 2024

   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.

   

2. SIAL 2024: 12 tips to organize your visit [Guide]

   09/10/24

   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.

   

3. Infiniment Coty Paris: retail favorite of the year

   30/09/24

   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.

   

4. What is the future for automatic checkouts?

   25/09/24

   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.

   

5. Sneakers: ever more customization at Adidas

   16/09/24

   The Adidas flagship store in Paris offers advanced sneaker customization services. Discover them in this article and understand their marketing benefits.

   

6. Will human customer service soon be a thing of the past?

   By Pierre-Nicolas Schwab • 14 june 2024

   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.

   

7. SEO is dead, and Google killed it

   07/06/24

   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.

   

8. Lead generation beware of the backlash

   23/05/24

   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.

   

9. Multi-item or single-item scales: How do you choose?

   15/04/24

   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.

   

10. Opinion surveys: beware of these 4 types of statistical error

    10/04/24

    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.

    

11. Easter chocolates: tradition threatened by inflation?

    03/04/24

    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.

    

12. Amazon MTurk: advice for successful research

    29/03/24

    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.

    

13. Surveys: what is a good measure ?

    08/03/24

    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.

    

14. What do customers expect from downtown stores? [Survey]

    06/03/24

    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.

    

15. Qualitative and quantitative research: differences and uses

    04/03/24

    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.

    

16. 6 Qualitative Data Coding Techniques

    01/03/24

    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.

    

17. Market research: the booming craft beer market

    28/02/24

    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.

    

18. Packaging: Consumers Want Change

    26/02/24

    This article presents the results of quantitative research among distributors and consumers. The results highlight significant differences of opinion between these 2 groups.

    

19. Luxury: Beyond Products, the InRealLife experience

    19/02/24

    This article analyzes the experiential trend in the luxury sector with a series of concrete marketing actions.

    

20. Using the diary in market research

    09/02/24

    In this article, we examine the diary as a qualitative method. Following a few practical examples, we explain the advantages and disadvantages.

    

21. 7 creative techniques to refine your market research

    02/02/24

    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.

    

22. Representative sample: stop asking the wrong questions!

    31/01/24

    Too often, the term "representative sample" is overused. This article explains how to define a representative sample for B2C or B2B.

    

23. Most CRM strategies are obsolete. Yours too?

    29/01/24

    The functionality of CRM software determines CRM strategies. In this article, I explain why many companies are following strategies that have become obsolete.

    

24. Measuring customer satisfaction: SMEs are lagging

    17/01/24

    Research shows that SMEs measure satisfaction less frequently than larger companies. In this article, we provide a clear explanation based on published research.

    

25. Is market research a guarantee of success?

    15/01/24

    Market research is no guarantee of success. It does, however, limit the risk of failure. The question, therefore, arises as to why so few companies use it, especially SMEs. In this article, we review the research on the subject and discuss the factors that give rise to the need for market research in SMEs.

    

26. Surveys: The diverse types of sampling

    10/01/24

    In this article, we explain the diverse types of sampling and how to make the right choice according to the characteristics of your market research.

    

27. Survey: the socialist party’s nonsense

    08/01/24

    Find out in this article how the Socialist Party created a fake survey for electoral purposes.

    

28. How F.P. Journe created a new service without market research

    29/11/23

    In this article, you'll discover the example of a watch brand that launched a new service based on a customer's request. The CEO's intuition paid off, but it's important to remember that this is the exception. Here's how to get the best out of your customers' ideas and assessments.

    

29. An interactive window that surfs on recovery

    22/11/23

    The store window is an essential component of any successful store. Yet, they are rarely designed to be interactive. The Jamini store in Paris is. And it is even more successful for being part of a neighborhood initiative.

    

30. Net Promoter Score (NPS): a reliable measure of customer satisfaction?

    17/11/23

    The Net Promoter Score (NPS) is universally used to measure customer satisfaction. However, it was created for another purpose. Find out in this article whether the NPS is dependable and its limitations.

    

31. Food: 2 examples of co-branding with luxury brands

    16/11/23

    SIAL was the opportunity to discover several products using the marketing technique of co-branding to differentiate themselves. Discover in this article the brands Galateo & Friends (and its partnership with Swarovski) and Di Martino (and its partnership with Dolce & Gabbana).

    

32. Customer satisfaction: top managers should talk to their customers

    15/11/23

    Top management is often detached from customer reality. Jeff Bezos (Amazon) and Ryanair have implemented organizational solutions to put customer satisfaction at the center of their concerns.

    

33. Advertising: improving effectiveness with eye-tracking

    10/11/23

    Eye-tracking is an advanced technology that can improve your advertising. But without going that far, you'll find in this article a simple tip for anticipating the effectiveness of your ads.

    

34. Online surveys : not always the best choice

    06/11/23

    There's more to market research than surveys. This article explains why a survey is only part of the puzzle, and other complementary techniques are necessary.

    

35. Free returns on the way out, despite their benefits

    03/11/23

    Free returns are becoming the exception rather than the rule in e-commerce. Yet scientific research reveals that their impact on sales and customer loyalty is enormous.

    

36. Qualitative market research: preparing a correlation matrix

    23/10/23

    Analyzing qualitative interviews is often problematic. In this article, we explain how to conduct a correlation matrix and give you practical advice on making the most of your results.