1. Target marketing: definition, methods, examples [Guide 2022]

   By Pierre-Nicolas Schwab • 28 october 2022

   Target marketing aims to identify the most promising market segments for the company. It must be carried out before the launch of a new product/service. It requires dividing the market into targets or segments according to customer needs. The marketing…

   

2. Here are the 6 best affiliation platforms in 2022

   26/10/22

   Affiliation is one of the best ways to make your blog's natural referencing profitable. And in this field, affiliation platforms are excellent intermediaries to carry out this commercial process. Each player has advantages: commission, advice, expertise, and so on. This article aims to remind…

   

3. Balsamic vinegar in cocktails [new features SIAL 2022]

   24/10/22

   Balsamic vinegar was in the spotlight in France's 2022 edition of the World Food Fair (SIAL). Two products, in particular, caught our attention: the "balsamic gin" from Leonardi (Italy) and the Cocktail Spark from Daregal (France). These two innovative products based…

   

4. Market research questionnaire: examples and complete guide

   17/10/22

   How to make a market research questionnaire? What questions to ask? When you do market research, the questionnaire is a must. So much so that questionnaires and market research are often used interchangeably. However, it is only one step in a complete process that…

   

5. Conducting market research: 9 comparative methods for B2B

   14/10/22

   This article on B2B market research methods completes the guide we have already published on the subject. We wanted to offer you an overview of the different techniques applicable to B2B. Market research in B2B differs substantially from that in B2C. In addition to the classic…

   

6. Organic market: Europe has two speeds [Market research]

   By Pierre-Nicolas Schwab • 5 october 2022

   The organic market is undergoing a profound change. After rapid growth during the Covid, some markets experienced a slight contraction in 2021. However, not all European countries are in the same boat. Strong growth has been recorded in Germany (+5.9%), Austria (+15.2%), and Spain (+8.9%).…

   

7. No crisis for the luxury car market

   28/09/22

   The impending crisis will not affect all sectors in the same way. In particular, the luxury sector may come out on top. At least, that is what the economic indicators for the luxury car industry suggest. While the major automotive groups have taken…

   

8. 8 ideas for innovative packaging

   27/09/22

   There are many ways to distinguish yourself from the competition. Among them, innovative packaging is a definite competitive advantage. Today, most of these innovations revolve around eco-responsibility and improving the customer experience. Special packaging can sometimes even cause the emergence of parallel markets!…

   

9. Le Bon Marché is 170 years old: how are department stores changing?

   21/09/22

   Le Bon Marché is 170 years old. For this occasion, the ancestor of "department stores" adopts a very "energetic" decoration on all floors. A recent visit to this shopping temple also allows me to reflect on what the department stores have…

   

10. Amazon Prime: complicated unsubscription in 7 steps … it’s done on purpose

    15/09/22

    Amazon has announced a drastic price increase for its Amazon Prime subscription. The increase varies from 25.3% in the UK to 42.6% in France. Anticipating cancellations, "dark patterns" type mechanisms (from nudge marketing) have been implemented to prevent unsubscribing from…

    

11. Succeed in your marketing mix, and follow Lego’s example!

    08/09/22

    The marketing mix of each company must be carefully defined. Indeed, it is the concrete application of the structure's marketing positioning. The right mix is the one that ensures an effective differentiation from your competitors! We propose here, an example…

    

12. YouTube marketing: The 7 channels you must follow!

    06/09/22

    What are the most popular marketing channels on YouTube? What is their focus, and how did they grow the way they did? You must go to North America to find the answer to these questions. Here is the list of…

    

13. Pedemontana: the worst user experience in the world

    18/08/22

    User experience (or UX) has become a discipline in its own right with the digitalization of our lives. But it does not only apply to online environments. The Italian highway A36, also called "Pedemontana," offers an example of a catastrophic user…

    

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

    03/08/22

    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…

    

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

    27/07/22

    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.…

    

16. Pricing: 6 techniques to influence consumers

    11/07/22

    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…

    

17. Communication strategy: the brilliant example of La Casa de Papel

    01/07/22

    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…

    

18. Customer satisfaction: an example of NPS misuse

    27/06/22

    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…

    

19. Patrick Roger: stores and an exceptional customer experience

    20/06/22

    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,…

    

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

    10/06/22

    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…

    

21. 7 factors that influence the response rate of a telephone survey

    08/06/22

    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…

    

22. B2B telephone survey: budget, approach, difficulties, solutions

    01/06/22

    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…

    

23. Luxury product packaging: an incredible parallel market

    18/05/22

    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…

    

24. This Heineken pop-up store is hidden in a fake supermarket

    13/05/22

    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…

    

25. Improve your focus groups with these 10 online tools

    09/05/22

    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…

    

26. Will responsible consumption resist inflation? [Analysis]

    06/05/22

    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…

    

27. 6 rules to follow in choosing your commercial premises

    22/04/22

    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…

    

28. Royal Canin: its pop-up store is also used to carry out Market Research

    20/04/22

    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…

    

29. Consumption in 2022: statistics, trends, growth sectors

    13/04/22

    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…

    

30. The radical change in the profile of stock market investors [Research]

    11/04/22

    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…

    

31. Patrick Roger: his stores are irresistibly attractive to customers

    24/03/22

    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…

    

32. The secret of La Samaritaine to make its customers buy

    28/02/22

    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…

    

33. Visit the Giant flagship store: the future of supermarkets?

    23/02/22

    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…

    

34. Vuitton x Nike Air Force 1 by Virgil Abloh: a crazy sale at Sotheby’s

    14/02/22

    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…

    

35. Interview guide: examples, method, advice for its preparation

    09/02/22

    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…

    

36. B2B qualitative research: what compensation should be offered to respondents?

    28/01/22

    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…