Infiniment Coty Paris: retail favorite of the year
By Pierre-Nicolas Schwab •
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.
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?
By Pierre-Nicolas Schwab •
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.
Representative sample: stop asking the wrong questions!
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
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.
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