Marketing, customer satisfaction and loyalty
Satisfied customers will follow you everywhere
IKEA : recommending products with convolutional network
Oct11

IKEA : recommending products with convolutional network

In the industry session on day 1 of the RecSys 2019 conference in Copengahen, Sandhya Sachidanandan presented her joint work with Richard Luong and Emil Joergensen on recommending products online at IKEA. The idea of the work was to extract product associations using Convolutional Neural Networks (CNN), and use these associations  to suggest relevant product recommendations. In other words, a picture served as basis to run a CNN, and...

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SEO and inbound marketing: a look back at our first video shooting
Oct09

SEO and inbound marketing: a look back at our first video shooting

Thirteen years after the creation of this blog, two years after the launch of our market research method, last weekend, we concretised a project that we had been preparing for many months. Thanks to our latest recruit, Rebecca, we filmed our first videos and this experience was enriching. I want to share this experience with you in this article, by first placing the project in a broader SEO context. SEO and inbound marketing, the...

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Here’s how those 3 artists fueled their creativity
Sep30

Here’s how those 3 artists fueled their creativity

The process of creation is mysterious. The innovation process is equally so. Even if processes (Design Thinking, for example) try to channel and promote innovation, it is in the field in which creation is central: Art. The act of creation, this mysterious genesis of the Idea, has always fascinated me. As I explained in an article published this year, I firmly believe that the original act of creation is man’s own; this ability...

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To increase customer loyalty, Nespresso launches a subscription offer
Sep13

To increase customer loyalty, Nespresso launches a subscription offer

Three years ago, Nespresso launched the Prodigio, a connected appliance. The latter, under the guise of a few “gadget” features, actually controlled your coffee consumption and prepared the automation of orders. Since this marketer’s dream did not come true, Nespresso opted for a more user-friendly solution and has just launched a subscription-based package. What has changed? Not much. In today’s article, we...

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In search of Carlo Crivelli in the Marche region (Italy)
Sep09

In search of Carlo Crivelli in the Marche region (Italy)

For once, I would like to share with you something other than marketing and Big Data. In the same way that I have shared my adventures in Iceland, this year I opted for a cultural holiday with my family.  And what could be more complicated than to interest a 9-year-old child in Art in general and painting in particular? It was, therefore, necessary to deceive to combine the interests of the adults and children. It was in the form of a...

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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...

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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...

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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...

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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...

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

Qualitative research: open-ended 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. If you want to better understand how qualitative methods fir within a market...

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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...

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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...

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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...

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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...

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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,...

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What are the habits related to money withdrawals in Europe?
Feb27

What are the habits related to money withdrawals in Europe?

Withdrawals of money from ATMs are, for many Europeans, the most efficient way to obtain cash. Recent events with the Bpost Bank in Belgium prove that consumers are very attached to their money habits. This article aims to understand the differences in money withdrawals across Europe and continues the report that we have written on payment methods in the countries of the European Union. Summary The Connection to Cash The Conditions...

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Market research: who are the customers of ride-hailing applications?
Feb26

Market research: who are the customers of ride-hailing applications?

Travel options are changing, and many American consumers’ habits are also changing. 10 years after the creation of Uber, what is the status of private transport and ride-hailing applications? Who uses this type of application, how and why? In this article, we propose to analyse the evolution of transport applications for private individuals according to their consumers. As most of these applications originate from the United...

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Thoughts on the future: these 3 factors will guarantee your employability
Jan07

Thoughts on the future: these 3 factors will guarantee your employability

At the end of 2018, I have taken the time to rest my mind and contemplate what 2019 and the following years will hold. The Christmas period now seems to be the only annual reprieve to do a little forward-thinking, to reflect and consider the future; the future of the markets and that of businesses of course, but also that of those who make up this commercial ecosystem whose foundations seem to me, to be increasingly uncertain. It will...

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Customer experience: this restaurant offers a digital detox
Sep26

Customer experience: this restaurant offers a digital detox

During a dinner with a customer, I witnessed an unusual but nowadays widespread scene. A couple, sitting a few tables away from us, spent their evening on the phone. Even though they were sitting opposite each other, the conversation only took place via their smartphones. An unfortunate time, when nothing is shared, except for his or her solitude. The smartphone becomes a mediator, the digital reflection of a very real solitude. What...

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Exhibition: Canaletto was a marketing genius
Jul25

Exhibition: Canaletto was a marketing genius

After a very tough first part of the year and countless new market research projects, it was time to break off. Usually I go on some remote place with my family and use my free time to read books (something that I must confess I’m increasingly unable to do throughout the year). This year however I was very exhausted, physically and mentally, and needed to relax and do nothing. I found some energy back in contemplation. My stay...

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This artist uses market research techniques for a stunning visual result
Jun22

This artist uses market research techniques for a stunning visual result

While on business trip in Glasgow a few weeks ago (for the EMAC marketing conference), I visited the Glasgow Museum of Modern Art and discovered the Mitch Miller’s work. Mitch Miller is a Glasgow-based artist who has invented the concept of dialectograms, which he describes as follows : Take a dash of cartography, a pinch of architecture and a fair bit of ethnography and you have the dialectogram, graphic art that depicts place...

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Artificial intelligence won’t replace you if you are creative: here’s why
Mar28

Artificial intelligence won’t replace you if you are creative: here’s why

“Artificial intelligence will replace us”; “millions of jobs are threatened by artificial intelligence”. I’m sure you all have read those catastrophist headlines. And it’s probably true that the job market will be disrupted on the long run. But I don’t think it’s likely to happen overnight. Most importantly I think some parts of the job market will be entirely safe; those jobs for which...

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I turned off notifications and it changed my life
Jan10

I turned off notifications and it changed my life

you may have read last week’s post (the first of the year) in which I explained that I wanted my time back and wanted to liberate myself from addicative social networks. My plan to liberate myself from addictive social apps Here’s what I did and I arealdy see the changes in my daily routine : remove Facebook from my smartphone (on my tablet, which I use only in the evening, I moved to the last screen) turn off...

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How to write a blog like a pro : my blog routine
Oct27

How to write a blog like a pro : my blog routine

People ask me regularly how I manage to publish 3 articles per week in 3 langages. A large part of this is due to my writing routine. Here’s how I manage to get it done quickly Limit your topics and make them categories of your blog I don’t write about anything. My blog is on marketing and within this discipline I handle topics like market research, customer satisfaction, market research techniques, complaint handling and...

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How has our blog audience evolved in the first half 2017
Jul17

How has our blog audience evolved in the first half 2017

More than ever this blog is a therapy and a discipline. It forces me to read a lot, from various sources and to reflect on how I can integrate this knowledge in my daily marketing practices (for more information on the genesis and the motivation behind this blog, read this article). I put a lot of efforts in the last 6 months in promoting my articles in English and in French (much less in promoting our Dutch content which is...

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Dear bloggers, share strong opinions to stand out from the crowd!
Apr25

Dear bloggers, share strong opinions to stand out from the crowd!

I recently wrote a series of articles on Belfius’ customer satisfaction strategy and was amazed by the number of positive reactions I got, especially on Linkedin. It all started with an article where I was questioning Belfius’ claims in terms of customer satisfaction, and two articles followed where I showed why Belfius failed at measuring satisfaction the right way, and 4 advice to avoid bad satisfaction measurement. The...

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Road trip in west and south Iceland: an incredible experience
Sep30

Road trip in west and south Iceland: an incredible experience

This long post is a short report of our recent trip to Iceland. Making this trip was part of the good resolutions I took in 2016 and I’m so happy I did it. I’ve already explained briefly what I learned from this trip in another post. Before you scroll down, please note none of the pictures below were photoshoped in any way. I hate photoshoped images and the effects I create are limited to those I can obtain with filters...

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Big Data can save lives
Jun06

Big Data can save lives

At the conference organized together by Microsoft Europe and Louvain University, Adeline Decuyper proposed a fresh look at Big Data. She rightly made the point that Big Data can also serve non commercial purposes and contribute to Greater Good. She gave some amazing examples of how cell phone data can be used in a variety of settings to improve the lives of millions of people and even save lives. Big Data applied to mobility issues...

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Is Humanity lost ?
Mar04

Is Humanity lost ?

In an article published two weeks ago I was explaining my pessimism with regards to the directions taken by Society. For those who know me this is not really surprising; my high optimism phases alternate with some more pessimistic ones, that force me to gain perspective on my role in the Society and my work as a market researcher. This is a rather healthy alternance. So after my pessimism phase of last week I consoled myself with a...

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From 7 to 3 degrees of separation
Feb17

From 7 to 3 degrees of separation

In 1969 Jeffrey Travers and Stanley Milgam conducted an experiment on degrees of separation between people. You all have heard about the results: human beings are separated by 6 degrees of acquaintances. Some forty years later Leskovec and Horvitz (2007), both from the Microsoft Research center, concluded that human beings were separated by 7 degrees of acquaintances. 6 or 7 links between Human beings ? The difference comes from a...

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Good resolution #2: enjoy my old passions
Jan22

Good resolution #2: enjoy my old passions

To follow up on my latest blog post on good resolutions for the year 2016, here’s part 2: my second set of good resolutions. I’ve a few passions in life that need to be awaken. I put them aside many years while doing my PhD. Time to enjoy them again in 2016. Mineralogy Few of my friends and acquaintances that I actually started my “career” in a totally different field. Before shifting to marketing and social...

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Good resolution #1: be more selective
Jan15

Good resolution #1: be more selective

In April 2015 I started a new Big Data assignment in Brussels. I was (and still am) spending most of my time in the eastern part of Brussels. I then realized I was working not far away from a former colleague of mine whom I used to work with when I was still at Volkswagen. It was more than 10 years I hadn’t seen him and I told to myself it would be great to meet up after all of those years. Around Christmas, when I wanted to...

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Heineken beer pump LeSub spotted in … Madrid
Jan08

Heineken beer pump LeSub spotted in … Madrid

Last year we reported about the superb popup store Heineken opened in Paris : the Substore. Although we were told the beer pump “Le Sub” were available physically only in the Substore from Nov 20 until Dec 20, 2015, we surprisingly spotted a few exemplars … in Madrid. It was completely unexpected for us to find this novelty there; even more surprising was the fact that those machines were displayed among clothes and other...

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Vacances d’été : le bon moment pour faire le plein d’énergie
Aug03

Vacances d’été : le bon moment pour faire le plein d’énergie

Je dois vous présenter des excuses. Habituellement, je parviens à écrire un article par semaine pendant la période de vacances, mais je ne l’ai pas été capable de garder ce rythme dans les 3 dernières semaines. Il y a plusieurs raisons à cela. La première est que je fais face à une énorme augmentation de ma charge de travail. Ne me demandez pas pourquoi, mais nous recevons chaque semaine plusieurs demandes pour des études de...

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Revitalization required during holiday times
Aug03

Revitalization required during holiday times

I must apologize. Usually I strive to write one article per week during the holiday period but I haven’t been able to keep this pace in the last 3 weeks or so. There are several reasons for that.   The first one is that I’m facing a huge increase in workload. Don’t ask me why but we’re getting several requests for market researches, marketing coaching or satisfaction surveys each week. I’ve no explanation for this; maybe...

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Seniors at work : why does our Society care so little ?
Mar13

Seniors at work : why does our Society care so little ?

Recently a acquaintance of mine got fired at the age of 61. He had been fighting this decision for months and finally accepted his fate. With much sadness he slowly got convinced that he had become useless and left the company he had been working for for 14 years. Beyond the mere pain of getting fired, I was touched by his feeling of being useless. I watched him change from being revolted and highly motivated, to being tired of...

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