Representative sample: stop asking the wrong questions!
By Pierre-Nicolas Schwab •
Too often, the term "representative sample" is overused. This article explains how to define a representative sample for B2C or B2B.
Most CRM strategies are obsolete. Yours too?
The functionality of CRM software determines CRM strategies. In this article, I explain why many companies are following strategies that have become obsolete.
Measuring customer satisfaction: SMEs are lagging
Research shows that SMEs measure satisfaction less frequently than larger companies. In this article, we provide a clear explanation based on published research.
Is market research a guarantee of success?
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.
Surveys: The diverse types of sampling
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.
Survey: the socialist party’s nonsense
By Pierre-Nicolas Schwab •
Find out in this article how the Socialist Party created a fake survey for electoral purposes.
How F.P. Journe created a new service without market research
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.
An interactive window that surfs on recovery
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.
Net Promoter Score (NPS): a reliable measure of customer satisfaction?
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.
Food: 2 examples of co-branding with luxury brands
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).
Customer satisfaction: top managers should talk to their customers
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.
Advertising: improving effectiveness with eye-tracking
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.
Online surveys : not always the best choice
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.
Free returns on the way out, despite their benefits
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.
Qualitative market research: preparing a correlation matrix
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.
LinkedIn invitations: how to encourage more personalization
A better design of the LinkedIn connection request would increase the personalization rate of invitation messages. Currently, 87% of connection requests are not personalized.
Streamflation: Inflation affects streaming too
Streamflation is the rising price of streaming subscriptions due to inflation. Prices are skyrocketing, but even so, subscribers are staying. However, consolidation is inevitable, and companies like Netflix, Disney, etc., are already making drastic cost cuts.
Advice on how to conduct a qualitative interview
In this article, you'll discover some key phrases for successful qualitative interviews. Learn how to break the ice by making your interviewee feel valued and how to follow up on their answers to deepen their response effectively. To end your interview on a high note, discover some original ways to obtain additional information before leaving.
Can X /Twitter regain advertisers’ trust?
Linda Yaccarino's appointment as head of Twitter marks a turning point, symbolized by the social network's name change (X). The new CEO's priority will be to restore advertisers' confidence. In France, 63.5% of advertisers have abandoned Twitter, whose revenues have fallen by 80%.
Pay the true price for your coffee at Albert Heijn [Nudge Marketing]
Finding the right pricing is a tricky business. Even more so when price becomes a vector for behavior change, in other words, a "nudge." Dutch retailer Albert Heijn is currently experimenting with a rather original form of pricing that highlights the "real…
Villa Pinewood: the ultimate culinary experience [podcast]
Regarding customer experience, one restaurant stands out: Villa Pinewood. Recently rewarded with a (double) Michelin star, I had its Chef and friend Thomas Cabrol on my podcast. We talked a little about cooking but mostly about the entrepreneurial approach and its marketing secrets.…
The flagship store Zara on the Champs-Elysées: ultra-digital
Zara opened on April 21, 2023, at 74 Avenue des Champs-Elysées, its largest store on a single level. Nearly 2,700 square meters await the visitor, immersing him in a very modern customer experience where digital is omnipresent. The store format is unprecedented for Zara…
Social media KPIs: the 5-must-have metrics!
Social media KPIs help brands analyze their digital marketing campaigns. Thanks to them, companies understand the reasons for their successes and failures on social networks. It is, therefore, a partner of choice for continuous improvement on digital channels. There are many relevant metrics…
How to define a brand territory? Definition and examples
For companies, defining a brand territory is an essential aspect of their marketing positioning. For this reason, it responds to key issues of consumer behavior and brand image. It pushes brands to question their intrinsic values and the expectations of their target…
Ricola: a pop-up store to celebrate the rebranding
Ricola installed a pop-up store in Paris in March 2023. Its visit allows us to approach some interesting aspects of branding, observable in particular through the visual elements put forward in the sales outlet. But it's also an opportunity to…
Web Analytics: definition, benefits, and strategy [Guide 2023]
In a few words, Web Analytics dissects the online user journey to help marketers make better decisions. By doing so, brands improve their online visibility while acquiring more customers! What are the ins and outs of this practice? Why use it? And what are the basics of…
Social Media Marketing (SMM): statistics and new strategies!
Social Media Marketing has become a must. Its benefits on brand image, online awareness, and customer acquisition are no longer in doubt. This article looks at key statistics to better understand the sector's evolution. For example, we'll see in never-before-seen…
Yayoi Kusama and Louis Vuitton: the best of street marketing
In terms of street marketing, there are many initiatives. But some of them are above the lot and are of genius. If you are a regular reader of this blog, you know that I am a big fan of Louis Vuitton's…
Click and mortar: definition, advantages, and examples [Guide 2023]
Click and mortar companies are present in online commerce on both physical and digital channels. By definition, this type of structure is opposed to "pure players" who only sell their products online. This article explains why click and mortar is the future…
Generative AI: 9 types of websites in danger
Generative AI will revolutionize online search. The new search engine Bing gives a glimpse of the possibilities offered to Internet users. However, this potential represents a huge danger for some categories of websites that will become obsolete. If your business model…
4 examples of inbound marketing to attract more customers!
Examples of inbound marketing are flourishing on the Internet. Indeed, brands are becoming increasingly inventive in improving their lead generation capabilities. Here, we explain the benefits of the 4 best practices in inbound marketing. We'll also go over the exact definition of this concept, which is…
Content syndication: statistics, definition, and strategies
Content syndication means publishing your content on a platform other than your own. This article proposes a complete definition of this concept with multiple benefits. On the one hand, content creators use it to increase their online visibility. On the…
5 social media campaign ideas to engage your audience!
In this article, we return to the best practices for a campaign on social networks. Here is how Airbnb, Coca-Cola, or Mastercard became masters of digital communication! After summarizing the most important statistics, we will present 5 good ideas for social…
3 examples of social proof to convert your visitors into customers!
Social proof is an ideal companion to increase your conversion rate. It consists in confirming the opinion of your prospects. Here, we help you better understand the definition of this concept with many merits. Customer testimonials, expert interventions, and case…
Declining podcast market: still a good inbound strategy?
The podcast market is experiencing a significant decline after several years of crazy growth. Podcast growth is down 80% from 2020. Spotify regrets its investments in the field (100m€/year) and has to lay off staff to avoid sinking. How to…
Local marketing: definition, advantages, and strategy [Guide 2023]
Local marketing compiles a whole set of marketing campaigns on a limited geographical territory. It is based on the needs of local customers and seeks only one thing: to satisfy them! In this article, we will review the exact definition…
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