Marketing, customer satisfaction and loyalty
Satisfied customers will follow you everywhere
Qualitative and quantitative market research: differences and use cases
Sep06

Qualitative and quantitative market research: differences and use cases

What are the advantages, the disadvantages and the differences between qualitative and quantitative market research? In which cases should you chose one over the other? These questions, often overlooked, are nevertheless essential to the objective study of your market. Too many entrepreneurs (and even well-established companies) neglect (or are unaware of) qualitative techniques, leading to the predominant use of quantitative...

Read More
Market research: How to carry out desk research
Jun19

Market research: How to carry out desk research

You are managing or creating a company, and you are asking yourself questions about the strategy to adopt to approach the market as effectively as possible. Market research is the ideal way to answer your questions. But where do you start? Perhaps you are asking yourself one of the following questions: “Which offer should I put on the market to satisfy my customers? What is the best distribution channel through which to reach...

Read More
Major Retail Outlets in City Centres
May08

Major Retail Outlets in City Centres

After many years of focusing on opening stores on the outskirts of major cities, Ikea opened this week in Paris, on May 6, 2019, 23 Boulevard de la Madeleine in the 1st arrondissement, its first retail outlet adapted to city centres. Summary Ikea in the city centre Retail outlets located far from the outskirts of the city What are the main advantages?   Ikea relocates to the city centres This unique concept launched by Ikea is...

Read More
Qualitative studies: The Critical Incident Technique
Apr22

Qualitative studies: The Critical Incident Technique

After having explained how open-ended and closed-ended questions work and the contexts in which they are applied, we return in this article to the Critical Incident Technique as part of market research, using the Sage Encyclopedia on methods for qualitative research. Summary Background information Developments in the method 5 steps to follow Background information on the method The Critical Incident Technique (CIT) is a qualitative...

Read More
Qualitative research: open and closed-ended questions
Apr12

Qualitative research: open and closed-ended questions

From a very young age, we have been taught what open-ended, and closed-ended questions are. How are these terms applied to qualitative research methods, and in particular to interviews? Kathryn J. Roulston reveals her definitions of an open-ended and closed-ended question in qualitative interviews in the SAGE Encyclopedia on Qualitative Research Methods. Summary Closed-ended question Open-ended question A closed-ended question A...

Read More
Music streaming: the primary source of income for the music industries
Apr05

Music streaming: the primary source of income for the music industries

While the sales physical formats are suffering, the SNEP (National Union of Phonographic Publishing) report reveals that only the sales of vinyl’s are on the rise in France, attracting consumers to their vintage and authentic side. More and more music lovers are using digital platforms such as music streaming platforms to listen to their favourite artists and music while discovering new musical creations. Summary What is Music...

Read More
How to turn a crazy idea into reality: Savour Histoires de Gourmets, our interview with Jérôme Fourest
Apr03

How to turn a crazy idea into reality: Savour Histoires de Gourmets, our interview with Jérôme Fourest

After having analysed the creation of the Savour Histoires de Gourmets boutique in Vichy, a shop resulting from the association of 3 French brands (Comtesse du Barry, Nicolas, De Neuville), we interviewed Jérôme Fourest, General Manager at Comtesse du Barry, in order to shed light on the ins and outs of this project. Summary A ‘crazy’ idea The correlation of points in common Why Vichy? Marketing strategy The future and key...

Read More
10753 views on Linkedin : how much traffic on our website ?
Mar22

10753 views on Linkedin : how much traffic on our website ?

I’m about to bust a myth : popularity on social media is not the key to drive traffic to your website. As you probably know I’ve been blogging for 12 years and have published some 3500 articles so far. Some are short, some are longer, some are very long (apparently it’s good for SEO) but as a rule I always try to pack as much value as possible for my readers. Today I’d like to tell you the story of an article...

Read More
Artificial intelligence: partner or substitute for the performing arts?
Mar20

Artificial intelligence: partner or substitute for the performing arts?

Many platforms already use artificial intelligence to make personalised recommendations to their users – such as Netflix, Spotify, or the start-up Le Styliste recently discussed on this blog. Today, however, AIs are no longer merely analysing and suggesting but are also used to create and assist in the creation of artistic content. After having dealt with the superiority of artificial intelligence over man in games, in this...

Read More
Retail marketing strategy: Nicolas, Comtesse du Barry and de Neuville join forces
Mar11

Retail marketing strategy: Nicolas, Comtesse du Barry and de Neuville join forces

In the age of the digitalisation of markets, many consumers are turning to e-commerce, sometimes undermining local shops, which are particularly affected by the phenomenon of showrooming. In response, retailers are increasingly redesigning their marketing strategy to maintain their share of the market. In this article, we review the opening of the ‘Savour Histoires de Gourmets’ concept store in Vichy at the end of 2018,...

Read More