1. Covid: The catering industry soon to be transformed by dark kitchens

   By Pierre-Nicolas Schwab • 9 april 2021

   For months now, restaurants have been closed because of Covid. Months during which consumers have had time to adopt new habits, including ordering takeaway food. The takeaway will represent 20% of the sector's turnover and generate up to 10.3 billion…

   

2. Wine: increase in purchases and domination of bag-in-box [Market research]

   07/04/21

   2020 will have been a very atypical year. Market Research on the wine market in France shows that the habits of the French have changed. Consumption has increased significantly, and Bag-in-Box (BIB) now represents almost half of the wine sales in supermarkets. In this…

   

3. What are the different types of focus groups?

   02/04/21

   It is a fact today that focus groups are probably THE most well-known market research technique. Several types of focus groups exist, which we will present to you in today's article. This will also be an opportunity to advise the best kind of…

   

4. 19 Crimes: a stroke of marketing genius … often poorly imitated

   24/03/21

   In 2018 the Australian group Treasury Wine Estates revolutionized the marketing of "mass market" wines. By introducing augmented reality with its "19 Crimes" wine, they turned the customer experience upside down, and sales of "19 Crimes" went from 4 million…

   

5. Content marketing: stop making excuses!

   19/03/21

   Everyone is aware of the importance of content marketing. All the businesses I advise are firmly convinced of the need to attract customers (inbound marketing). Yet, a large majority of them do not produce content. So, what's the problem? With more than…

   

6. Bpost: what are the challenges facing the future CEO?

   By Pierre-Nicolas Schwab • 16 march 2021

   The news just came out: Dirk Tirez will be the new CEO, a.i. of Bpost. He replaces Jean-Paul Van Avermaet, who was dismissed by the Belgian postal operator's board of directors. In this article, I dissect the figures, the legacy of…

   

7. Covid-19: why I have not ordered a take-away

   12/03/21

   With the Covid crisis, one of the most impacted sectors has undoubtedly been the restaurant industry. Between restrictive measures and imposed closures, the only way out has been takeaway sales.  Presented as a panacea, the takeaway has only been adopted by…

   

8. The phenomenon of “continuation cars” [Marketing analysis]

   03/03/21

   In a minimal series, Jaguar has just announced the rebirth of one of its flagship models: The Jaguar C-Type. This ultra-exclusive production of an old model is nothing new in the automotive sector. We look at the phenomenon of "continuation cars" in…

   

9. Experiential marketing: definition, interest, and advice

   26/02/21

   We have already detailed how the customer experience is a crucial aspect that impacts customer loyalty and your brand or your company's notoriety. Experiential marketing is another way to create a unique experience to attract your prospects. Sommary Definition The benefits of experiential marketing Some…

   

10. Guerrilla marketing: definition, types and examples

    19/02/21

    Many companies, both large and small, use the guerrilla marketing strategy: inexpensive and above all based on their teams' creativity. Sommary What is Guerrilla Marketing? Different types of Guerrilla Marketing Some examples credits: Shutterstock Definition Guerrilla marketing is an advertising…

    

11. Valentine’s Day Figures [Market Research]

    17/02/21

    Commercial party or a romantic celebration? The debate is topical every year. What about Valentine's Day figures? More than 27 billion dollars were spent in the United States in 2021 for February 14, compared to about 13 billion euros in…

    

12. [Podcast] The end of third-party cookies is fast approaching

    10/02/21

    In this podcast, we interview Alban Peltier, CEO of AntVoice, about cookies, their evolution, and primarily suppressing third-party cookies by 2022. What will be the consequences for digital advertising, and what solutions are proposed so far? [newsletter-call tag="podcast"] Summary The…

    

13. Operational Marketing: definition, tools, performance measurement

    05/02/21

    Operational marketing is a crucial area impacting the performance of companies. It is the marketing actions taken to achieve the objectives defined by the marketing strategy. Ahmed et al. (2014) emphasizes in their research that the internal resources related to marketing and…

    

14. Customer satisfaction and paid customer service: a contradiction?

    03/02/21

    There was a time when customer service was the cornerstone of customer satisfaction. But the Covid crisis happened, and some companies, which were used to being different thanks to a free service, had to rethink their strategy. This is the case of BNP…

    

15. The Trump Brand: dropped from all directions, but will it continue to sink?

    20/01/21

    The Trump brand is built on a real estate empire’s foundation and has subsequently diversified into other sectors. It was a strong brand, a case study in branding research. But after the events of January 6th, a wind of mistrust blows that destabilizes…

    

16. Customer experience: definition, measurement, analysis [Guide 2025]

    06/01/21

    The customer experience has become an almost magical expression that is synonymous with marketing success and brand differentiation. But what is the reality behind the customer experience? While most non-specialists confuse customer experience with customer satisfaction, this guide takes stock of a concept evolving steadily since…

    

17. Brexit: which impact on the roaming charges? [Study]

    29/12/20

    What will be the impact of Brexit on roaming charges? This is the question that all travellers used to travelling to the UK ask themselves. We can already predict with certainty that regulars crossing the Channel will be short-changed. Here's why.…

    

18. Lidl Sneakers: analysis of a marketing phenomenon

    27/12/20

    Lidl sneakers, Lidl socks, beach shoes in the bright colours of the German brand have made the buzz at the end of this year 2020 in France. On Sunday 27th December 2020, a wind of madness blew through the Lidl shops…

    

19. Up until My Last Breath: Intermarché’s advertisement that annoys me

    14/12/20

    Last week, a friend of mine (the excellent Hugues Rey, CEO of Havas) posted on his blog an ad for Intermarché entitled "Intermarché, Up until My Last Breath". This ad annoyed me and made me question the authenticity of the…

    

20. Market research in the EU: The 10 best data sources

    08/12/20

    To conclude our series on the best data sources in different European countries, this article is devoted to sources specific to the European Union. Find the list of data sources by country at the end of the article. A checklist…

    

21. Covid-19: Impact on the cultural sector [research]

    18/11/20

    The second wave of the Covid is suffocating the cultural sector even more. Theatres, opera houses, museums, concert halls are all places that had to close their doors even though they were not a source of contamination. Since the beginning…

    

22. How to effectively evaluate the user experience?

    13/11/20

    The user experience is a crucial element of digital businesses. There are several methods to measure this user experience at different levels. First of all, it is essential to understand that the better the user experience is, the more satisfied…

    

23. Market research in Spain: the 10 best data sources

    10/11/20

    Today, we detail our top 10 data sources to help you with your market research in Spain. In this article, we list the leading providers of national statistical data on the national market, economy and the specificities of the Spanish…

    

24. Remote focus groups: different methods to learn about

    06/11/20

    For many years, researchers have been studying the use of modern means of communication (chat, telephone, video-conferencing, and so on) and for their influence on qualitative research and focus groups. The covid-19 health crisis is pushing us to rethink our…

    

25. Market research in Italy: the 10 best data sources

    03/11/20

    This article provides you with our TOP 10 data sources to consult if you wish to carry out your market research in Italy. We have already listed several sources for your research in Europe. We will continue to provide you…

    

26. Market research in the UK: the 10 best data sources

    27/10/20

    We continue our European tour of the best data sources. We stop today across the Channel to provide you with our Top 10 essential resources for your market research in the UK. A checklist is also provided at the end…

    

27. Qualitative research: 3 types of interview

    26/10/20

    There are many methods for collecting consumer opinions. In comprehensive market research, it is customary to combine different techniques and methodologies to gain as much feedback as possible and generate a base of concrete results that will help you achieve…

    

28. Market research: shared electric scooters

    23/10/20

    Shared electric scooters can be found in many cities and have gradually taken their place in the market for shared means of transport. While shared bicycles are a well-known mobility option and are present in many metropolises, shared electric scooters…

    

29. Market research in Germany: the 10 best data sources

    20/10/20

    This week, let's take a look together at the data sources you should consult if you want to carry out your market research in Germany. You will find the list of articles in this series at the bottom of the…

    

30. Quantitative research: rating scales

    19/10/20

    Rating scales are essential tools when you want to produce and distribute a quantitative questionnaire. If you are interested in quantitative research methods or want to create a questionnaire for your market research, many answers to your questions can be…

    

31. Market research: Bulk buying and zero waste market

    16/10/20

    Many social movements point to our environmental footprint. To take the example of the city of Brussels: climate protests were organised once a week for several months in early 2019. Consumer behaviour is following this trend as more and more…

    

32. Nudge: 3 tips from Nespresso to sell its most expensive machine

    14/10/20

    Nudge marketing techniques can be used to promote good behaviour. But they can also be used to direct your buying behaviour in favour of the seller. This is what Nespresso is doing as part of the promotion of its subscription offer…

    

33. Market research in Luxemburg: the 10 best data sources

    13/10/20

    For several weeks now, we have been providing you with the data sources that you should consult when you want to open a new business or set up in a new geographical area. Today, we detail our top 10 data…

    

34. 8 factors influencing customer loyalty after a complaint

    07/10/20

    Good customer complaint management has proven its effectiveness in increasing customer loyalty for decades. Recent market research, published in September 2020 provides insight into how this efficiency varies according to your business sector. This is the first research to understand the economic, sectorial and…

    

35. Market research in Switzerland: the 10 best data sources

    06/10/20

    In the following article, we provide you with our TOP 10 data sources to consult if you wish to carry out your market research in Switzerland. This directory, based on our 15 years of experience in conducting market research in…

    

36. Market research in Belgium: the 10 best data sources

    29/09/20

    Last week we delivered our Top 10 in France. This week, find the 10 data sources to consult for your market research in Belgium. These sources will be useful to you, whether you are a newcomer to the market, a…