1. New car market: analysis and origin of an unprecedented crisis

   By Pierre-Nicolas Schwab • 24 january 2022

   The new car market is in crisis. Sales fell further in 2021, and the decline is as much as 25% compared to 2019. The automotive sector is one of the only sectors that has not benefited from the post-COVID economic recovery. Four…

   

2. Customer experience: key points and analysis [Guide 2025]

   19/01/22

   Customer experience refers to all the relationships between a customer and a company. These steps are numerous and range from the birth of the need to the end of the association through the purchase and use of the product or service. Customer…

   

3. 5 disadvantages of the Net Promoter Score (NPS)

   12/01/22

   The Net Promoter Score (NPS) has 5 drawbacks that must be considered when measuring customer satisfaction. These drawbacks do not detract from the NPS value, but they lead us to propose alternative solutions for our projects. These solutions aim at making satisfaction surveys real…

   

4. Customer experience: 5 key moments to measure customer satisfaction

   22/12/21

   Measuring customer satisfaction is difficult in the digital age. Since the Covid crisis, the digital transformation has accelerated, blurring the lines of the customer experience even more. The customer experience has become so complex that it is almost impossible to identify all…

   

5. 4 reasons for Netflix to publish its ratings

   20/12/21

   Netflix has decided to publish its ratings every Tuesday on a dedicated website. This is an essential change for the Los Gatos-based company, which had somewhat accustomed us to the opacity of its audiences. Netflix is now making public a TOP 10…

   

6. Qualitative interviews in B2B: what is the budget?

   By Pierre-Nicolas Schwab • 15 december 2021

   Qualitative interviews are probably an essential method for B2B market research. Nevertheless, we notice that many companies do not know what to expect in terms of budget. This article explains how to budget for qualitative interviews in B2B and what the alternatives…

   

7. Starbucks and Amazon Go, launch a joint store in New York

   08/12/21

   A joint Starbucks and Amazon Go store has opened in New York on 59th Street between Park and Lexington avenues. It's the first time that 2 brands have joined forces to open a common sales outlet. You will find in this article…

   

8. Marketing mix: analysis of the cosmetics brand Lush

   06/12/21

   We have often talked about the cosmetics brand Lush as an example of customer experience. Today we propose an analysis of the Lush marketing mix. We will follow the 7P method, the steps of which you will find in our marketing mix analysis grids. The…

   

9. Customer satisfaction: issues and challenges in the post-covid era

   29/11/21

   What are the challenges of customer satisfaction? Can we still build customer loyalty? This is a reasonable question to ask. Indeed, we can observe a return of transactional marketing to the detriment of relational marketing, prevalent since the 90s. With the erasure…

   

10. For Axa, customer satisfaction is not a priority. And it’s no secret!

    24/11/21

    Customer satisfaction seems to be a foreign concept to Axa, and the company makes no secret of it. When you send in a question via the Axa website, the promise that you will receive an answer within 30 days is simply staggering. If we…

    

11. The Organic Market: 2021, the year when everything went haywire.

    12/11/21

    Has the organic market entered a period of crisis? Can organic farming reach 25% of cultivated areas as the European Commission would like? These are some of the questions that the latest statistics on the organic market in France shed light on. They…

    

12. A visit to the most prominent Amazon Fresh in Washington

    29/10/21

    Welcome to the ultra-technological world of Amazon Fresh. Today we're visiting the 2nd most prominent Amazon Fresh in the United States of America (700 square meters) in Washington. It's equipped with "Just Walk Out" technology and allows you to shop without going through…

    

13. online focus group: 5 pitfalls to avoid

    27/10/21

    Conducting focus groups remotely has never been easier than since the Covid crisis. Everyone is now used to the use of video conferencing software. However, there are many pitfalls. Since the Covid pandemic, we have realized online focus groups with no less…

    

14. Lego store New-York: personalization and phygital on the agenda

    15/10/21

    The Lego Store on 5th Avenue in New York was the retail sensation of summer 2021. It opened on June 24, 2021, at the foot of the Rockefeller Center. It is not the first Lego store (see, for example, our article on the…

    

15. Social marketing: the example of food waste [Case study]

    13/10/21

    Social marketing aims to use marketing techniques to promote social or public interest causes. We have given several illustrations in our reference article on the subject. To illustrate the idea of social marketing, we analyze in this article the case of food…

    

16. Marketing Mix: example of analysis according to the 7Ps [automobile]

    08/10/21

    After publishing our reference article on the marketing mix, we propose here a detailed example of analysis following the 7P model: that of the Rimac Nevera, a 100% electric hypercar that we already talked about here. Analysis of Rimac's marketing mix Introduction P1 : Product…

    

17. Marketing Mix: example of analysis according to the 7Ps [watchmaking]

    06/10/21

    After publishing our reference article on the marketing mix, we propose a detailed example of analysis following the 7P model. We have chosen to focus on the case of the luxury watch brand Richard Mille, a relatively new brand whose watches reach…

    

18. Social Marketing: Definition, Implementation, Examples [Guide 2021]

    04/10/21

    Social marketing is the branch of marketing that aims to promote social causes or general interest. Social marketing will notably play on the social values of targets to convince them. Philip Kotler summarized the challenge in the title of his book published in 2008: "social…

    

19. Marketing Mix: example of analysis according to the 7Ps [fruit juice]

    01/10/21

    After publishing our reference article on the marketing mix, we propose a detailed analysis following the 7Ps model. We propose to analyze the marketing mix of the latest product from the Alain Milliat brand: an iced tea marketed under the "am alain milliat"…

    

20. Marketing Mix: definitions, analysis examples [Complete Guide 2023].

    29/09/21

    The marketing mix aims at making your marketing positioning concrete. Often associated with the term "4Ps", the objective of the marketing mix is to make your positioning tangible each time your brand is in contact with the consumer (the so-called "touchpoints"). This article…

    

21. 3 techniques to make your online surveys more reliable

    24/09/21

    An online survey is often an essential part of any market research. However, doing a survey well is not easy. Many mistakes can be made that can affect the validity of your results. In this article, we present 3 techniques to ensure…

    

22. Positioning in marketing: definition, challenges, examples [guide 2025]

    22/09/21

    Positioning in marketing is the set of elements that will allow your company to distinguish itself on the market, to be perceived uniquely by your customers. By analyzing your market and adopting a specific marketing positioning, you can differentiate yourself from…

    

23. Marketing and advertising: 5 innovative uses of the QR code [Research]

    15/09/21

    The QR code has been around since 1994 and has expanded over the years beyond the industrial context for which it was invented. Marketing professionals have seized the possibilities offered by the QR code and have imagined multiple applications. We present below 5 different…

    

24. Marketing internship: all you need to know to find one, topics, advice [Guide 2021]

    13/09/21

    Finding an interesting marketing internship is not an easy task. I recruit several marketing interns each year for my business (market research and marketing consulting), and it's a different adventure each time. In this article, I share with you my…

    

25. The Bacio Perugina has its own store in Perugia

    08/09/21

    The "Bacio" ("kisses" in Italian) is a chocolate delicacy famous throughout the Italian peninsula. Perugina produces it. Founded in Perugia in 1922, the Perugina brand has a store dedicated entirely to the glory of this specialty that made it famous. Why do…

    

26. Customer experience: The Lavazza Museum, a place to be taken as an example

    03/09/21

    For a museum, creating an innovative customer experience is an essential element of success. So even though I don't usually talk about my vacations, I absolutely have to tell you about my visit to the Lavazza Museum in Turin, Italy. When it comes to customer…

    

27. Automotive market: differentiating in a 100% electric market

    01/09/21

    The automotive market is on the cusp of a marketing revolution. Its consequences will be incalculable on the positioning of high-end automotive brands. Yet, no one is talking about the impact of the switch to 100% electric cars on the marketing…

    

28. 8 examples of augmented reality for marketing

    25/06/21

    Augmented reality is a technological advance that offers businesses real opportunities in marketing. Yet, few are using it. In today's article, we propose 8 examples of marketing projects based on augmented reality, what they have in common: creating a unique customer experience and…

    

29. Qualitative interviews: 7 approaches to recruiting respondents

    18/06/21

    How do you select your respondents for qualitative interviews or focus groups? Beyond the number of respondents, there is also the question of the type of respondents needed for your market research. Do you want to have a homogeneous experience, or do you…

    

30. Customer service: the words used influence customer satisfaction [Research]

    11/06/21

    The words used by customer service during an interaction are essential. Research of 1000 customer-employee exchanges shows that concrete terms positively impact (9%) customer satisfaction and the desire to buy. This indicates that the drivers of customer satisfaction are subtle. When the…

    

31. NPS soon to be abandoned by 75% of businesses?

    04/06/21

    For customer satisfaction specialists, this title is very enticing. The Net Promoter Score (or NPS), the star metric of customer satisfaction, will be abandoned by 75% of businesses by 2025. This prophecy is, in fact, the result of research put forward by Gartner. Problem:…

    

32. LinkedIn: how to react to the 100 invitations per week limit?

    14/05/21

    Since March 2021, LinkedIn has decided to limit the number of invitations its members can send drastically. From now on, it is 100 invitations maximum per week instead of 100 per day previously. That's 85% less, and it has significant consequences for…

    

33. How many interviews should you conduct for your qualitative research?

    12/05/21

    While determining a sample size is easy for an online survey (for example, brand awareness research), the same cannot be said for the number of interviews in qualitative research. The principle of saturation is often put forward as the ultimate argument for determining the…

    

34. The interest of eye tracking in the retail sector [Guide 2021].

    28/04/21

    Eye tracking is a technique used in the marketing field since the 1980s. It allows optimizing advertisements and packaging design and naturally finds its main applications in the retail sector. Eye tracking allows piercing some of the mysteries surrounding consumers' purchasing…

    

35. LG’s failed differentiation strategy in 3 examples [Analysis]

    23/04/21

    LG's recent exit from the smartphone business provides an interesting illustration of the importance of strategic choices in the differentiation strategy. LG was a highly innovative smartphone business and yet was unable to make a mark in the market. Its market share…

    

36. 94% customer satisfaction rate at Axa … not very realistic

    21/04/21

    The satisfaction rate is an obsession of banks and insurance companies. Why is this? Because their profitability is directly linked to it. When customer satisfaction becomes a commercial argument, the temptation is great to say anything. So, when Thomas Buberl, Axa's CEO,…