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Marketing and advertising: 5 innovative uses of the QR code [Research]
Sep15

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

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 fields that have seen the innovative use of QR codes. Only for our subscribers: exclusive analyses and marketing advice Email address  * Subscribe By signing...

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The interest of eye tracking in the retail sector [Guide 2021].
Apr28

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

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 decisions by analyzing where their attention is focused. This technique is therefore of great interest in terms of optimizing the customer experience....

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Will wine in cans be as successful as the Bag-in-Box?
Apr14

Will wine in cans be as successful as the Bag-in-Box?

Will wine in cans be the next trendy format? In the current context, nothing is impossible. The Covid crisis is changing habits, and a design like the Bag-in-Box (BIB) now accounts for half of all sales. Why shouldn’t wine in cans follow the same trajectory? This article traces this particular format’s history, and we have interviewed a winemaker who has gambled on this format. Summary The Bag-in-Box format dominates the...

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Wine: increase in purchases and domination of bag-in-box [Market research]
Apr07

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

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 article, we propose a reading of these trends and highlight the changes in the behavior of wine buyers. In particular, we will look at the wines benefiting the most from...

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Valentine’s Day Figures [Market Research]
Feb17

Valentine’s Day Figures [Market Research]

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 France (or more than 15 billion U.S. dollars). A look back at market research and figures related to February 14. Some figures on February 14 36 million heart-shaped boxes of chocolates sold in...

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Lidl Sneakers: analysis of a marketing phenomenon
Dec27

Lidl Sneakers: analysis of a marketing phenomenon

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 all over France on Twitter. The genuine storm Bella gave way to a marketing storm that we analyse in this article. Lidl Sneakers: out of stock in a few minutes On Sunday 27th December 2020, Lidl shops in France put on sale...

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[Podcast] Teaching children to use digital technology
Nov23

[Podcast] Teaching children to use digital technology

Nathalie Kuborn (We Are Coders), Gaëlle Girardeau (Cood) and Christophe Coquis (Geek Junior) talk to us about learning about computers, digital technology and the introduction to digital culture for children: the market, courses and advice. The market for teaching digital technology to children The emergence of a need The market for computer-based learning for children is emerging. For Gaëlle, this can be explained by the fact that we...

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Reinventing the museum experience with eye-tracking
Nov11

Reinventing the museum experience with eye-tracking

The customer experience in museums is mostly the same for everyone. It is linear. Our major cultural institutions do not propose differentiated customer experiences. The emerging use of Big Data in the museum space makes it possible to apprehend all the variations in visitor behaviour and to glimpse ways of improving it. In this article, I develop the idea of using eye-tracking to understand better how art is consumed and to propose...

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[Podcast] Optimising sales prices with Pricing HUB
Nov09

[Podcast] Optimising sales prices with Pricing HUB

Discover this entrepreneurial adventure in this new podcast. Only for our subscribers: exclusive analyses and marketing advice Email address  * Subscribe By signing up, you agree to our Terms of use and privacy policy. "I thought the blog was good. But the newsletter is even better!" Esteban Hendrickx, Reaklab Sommaire Chapter 1: your entrepreneurial experience in 3² point Chapter 2: The genesis of the business idea Chapter 3:...

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How to increase the number of retweets [research]
Nov04

How to increase the number of retweets [research]

Increasing visibility on social media has become essential for any good brand that respects itself. For some of them, Twitter is a platform of choice. But with the rules of the game primarily influenced by social bots, how can you make the most of it? In particular, how can we increase the number of retweets? This is the question asked by two marketing researchers who published their results in the International Journal of Research in...

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Market research: shared electric scooters
Oct23

Market research: shared electric scooters

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 have established themselves as an essential part of urban mobility over the last 2 years or so. Summary Market statistics for shared electric scooters Market overview Competition and...

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Market research: Bulk buying and zero waste market
Oct16

Market research: Bulk buying and zero waste market

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 consumers are starting to shop in “zero waste” shops. Indeed, consumers are becoming more and more aware of their environmental footprint and their responsibilities in this respect,...

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Nudge: 3 tips from Nespresso to sell its most expensive machine
Oct14

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

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 that we have already discussed here (note in passing the price increases). You have to admit that the marketers at Nespresso are smart (remember the Prodigio offer to track your slightest purchasing...

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8 factors influencing customer loyalty after a complaint
Oct07

8 factors influencing customer loyalty after a complaint

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 relational effects on customer loyalty after a complaint has been processed. The authors study the differences between...

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[Podcast] Drug trafficking in Antwerp: anthropological research by Teun Voeten
Sep18

[Podcast] Drug trafficking in Antwerp: anthropological research by Teun Voeten

Teun Voeten relates in this podcast how he combines science and journalism to produce unique sociological and anthropological studies. With a doctorate in cultural anthropology from the University of Leiden, Dr. Teun Voeten has spent 30 years of his life travelling the globe and dealing with wars and conflicts around the world. Only for our subscribers: exclusive analyses and marketing advice Email address  * Subscribe By signing...

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Market research: Tax incentives for electric cars in Europe
Sep04

Market research: Tax incentives for electric cars in Europe

Today, electric vehicles are even more expensive to purchase than internal combustion vehicles. Fortunately, there are tax incentives for the purchase of electric cars in Europe. These incentives are intended to simplify the transition to cleaner mobility. Discover in this article a comparison of the different financial incentives depending on the country.   Summary France Belgium Luxemburg Great Britain Germany In France The...

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Can a Belgian streaming platform beat Netflix?
Apr29

Can a Belgian streaming platform beat Netflix?

In the days of confinement, interest in entertainment increases. The Belgians are looking to keep busy with free movies, and are interested in Netflix. The figures from Google Trends are conclusive. The research of Belgians since the beginning of the Coronavirus crisis also shows us that interest in the RTBF Auvio platform has never been so high. It even exceeds the level reached during the last football world cup. Does this mean that...

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This is what the post-COVID-19 era will look like: new behaviours and impacted activities
Apr08

This is what the post-COVID-19 era will look like: new behaviours and impacted activities

In a previous article, I showed that the confined French were adopting new consumption habits. Their research on the Internet shows this. But how will we react once deconfinement is allowed? Will we go back to our little practices or will our behaviour change? What will be the economic impacts of these new behaviours and how will companies have to adapt? This is what I suggest we explore in this article. This analysis is part of a...

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Google Trends reveals our new behaviours during Coronavirus
Apr01

Google Trends reveals our new behaviours during Coronavirus

What are the new habits caused by confinement? How does consumer behaviour change when consumers are stuck at home? Which companies will be the big winners from the Coronavirus crisis? This is what we invite you to discover thanks to the evolution of the research carried out on google. We have selected 22 keyword searches carried out over the last 90 days in France and Belgium. They are the perfect mirror of our questions as humans...

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Market research on the market for organic products
Mar30

Market research on the market for organic products

In Europe, the organic market and thus, the consumption of natural products is growing steadily. The mass retail sector dominates the sale of food products, while the short distribution channel and specialist shops are competing fiercely for ever more significant market share. In this article, we look at some key figures of the organic food market to provide an overview of the organic food market. Update (April 2021) Online market...

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Retail: Levita’s levitation of objects in the shop window
Dec13

Retail: Levita’s levitation of objects in the shop window

Always looking for new trends in the retail world, this year we returned to interactive window displays, which are increasingly used by brands to differentiate themselves from their competitors and offer a unique experience to their customers and attract shoppers. Today, two magicians (Clément Kerstenne and Philippe Bougard) put their tricks in-store and create shop windows that levitate objects. Philippe and Clément tell us about...

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You can shop at Sephora without being disturbed
Dec11

You can shop at Sephora without being disturbed

The consumer is becoming more and more independent and has less and less need for salespeople for his purchases. Sephora has understood this well and has even developed an ingenious system to ensure that customers are not disturbed. A paradox as it goes against most beliefs on the subject, that contact between salespeople and customers makes it easier to sell. But we have to admit that behaviours are changing.  Has the time come when...

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FMCG: consumers’ purchase behaviors are increasingly different
Sep18

FMCG: consumers’ purchase behaviors are increasingly different

In our last article, we showed how new tools, based on “data”, allow large FMCG groups to keep up with market developments and consumer expectations. In today’s article, we reveal the effects of the evolution of the FMCG (“Fast-Moving Consumer Goods”) market on consumers’ purchasing habits. A recent study (August 2019) by the University of Chicago unveils an unexpected phenomenon: the rise of niche...

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Gmail: a friend who wishes you well (but who will not let you go)
Jul29

Gmail: a friend who wishes you well (but who will not let you go)

Gmail has just launched a new feature: dynamic emails. This new feature, described in a Google blog post, introduces a subtle innovation that contributes a little more to the creation of an ecosystem from which we cannot leave. Under the guise of improving the Google user experience and its multiple subsidiaries seek to keep users captive at all costs. Explanations in today’s article and feedback on the featured snippets...

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How smartphones have changed our lives and enslaved us
Jul22

How smartphones have changed our lives and enslaved us

You probably won’t read this article up to the end. And that’s because of smartphones. Smartphones have changed our lives. For the good but also for the worse. This article is not about the positive contribution of smartphones to our lives, it’s about its pervasive effects on our behavior and in particular on how it changes the way our brain works. “I want my life back” was the starting point of my quest...

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Evolution of alcohol consumption and the market for de-alcoholisation
Jun12

Evolution of alcohol consumption and the market for de-alcoholisation

The evolution of alcohol consumption in Europe is leading many industry players to rethink their offer. In this article, we return in particular to the initiative launched by Philippe Stassen and the Meurens brothers who are joining forces to propose a new de-alcoholisation offer in the Charleroi region. Alcohol consumption in Europe In France, alcohol consumption has been on the decline for nearly 80 years. While a Frenchman consumed...

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A new generation of electric bicycles: the match between France and Belgium is being replayed
May22

A new generation of electric bicycles: the match between France and Belgium is being replayed

After the marketing of electric bicycles and the spread of electric scooters in large cities, it is time for connected and high-end electric bikes. As this sector is trendy and entrepreneurial projects are multiplying in the field, we thought that a look at 2 significant players could help those who are still at the market research stage. In today’s post, we compare two electric bicycles: Cowboy on one side and Coleen on the...

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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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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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Interactive showcases: the innovative tool that retailers have always dreamed of?
Feb20

Interactive showcases: the innovative tool that retailers have always dreamed of?

The creation of attractive storefronts is an integral part of the marketing plan in the retail sector. In the digital age, retailers are moving towards interactive displays. Storefronts that adapt to their environment and create interaction with this environment while keeping essential functions such as displaying the brand’s new products, promoting ongoing discounts, and much more. In this article, we will review the status of...

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Facebook’s hidden strategy to increase your addiction
Jan18

Facebook’s hidden strategy to increase your addiction

As part of my good resolutions for 2019 I decided to further reduce my use of social networks which take my precious time away. Banning Facebook during the month of January was my first step to achieve my objectives. To resist the temptation I logged out from all my devices to make it more difficult to access Facebook. In 2018 I also drastically reduced the number of notifications to avoid those temptations. It seems however that...

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Recommendation systems: a scientific investigation of user inaction
Oct31

Recommendation systems: a scientific investigation of user inaction

One of the most interesting researches at RecSys 2018 was for me the paper on user inaction by Qian Zhao, Martijn Willemsen, Gediminas Adomavicius, F. Maxwell Harper and Joe Konstan (full title: “Interpreting User Inaction in Recommender Systems“). We are so focused on interpreting signals that we often forget to take the absence of signal into account. Yet, as this paper shows, lack of information is already a piece of...

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Retail: arrange products attractively to make customers buy more
Sep28

Retail: arrange products attractively to make customers buy more

In an earlier article we started dealing with examples of attractive visual displays in the retail industry. We argued that product arrangement influences information processing by customers and in return purchase decisions. Ensuring that products are displayed next to each other in an homogeneous way makes information processing easier for the customer. During our retail tour in Berlin we spotted a few of this well-designed products...

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2/3 of value lost in 18 months: future of Snapchat doesn’t look good
Sep10

2/3 of value lost in 18 months: future of Snapchat doesn’t look good

What is Snapchat’ future? Will Snapchat still be alive in 5 years from now? In the light of the latest financial results investors can be doubtful. We predicted this downturn 3 years ago when most people were seeing Snapchat as the next Facebook, the best social media to capture the attention of the younger generations. Snap Inc. has lost 2/3 of its value in 18 months Snap Inc., the company that owns Snapchat, was introduced on...

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Market research : the combined effect of music and light in the retail sector
Aug13

Market research : the combined effect of music and light in the retail sector

Sensory market research has focused mostly on the effects on consumer behavior of specific cues: light, scent, temperature, … Some of those cues are always present in a retail setting (light, temperature) and past studies have therefore investigated the effects of the variations of those cues (higher/lower temperature, more or less light) Company industry atmospherics charcateristics purpose abercrombie & fitch clothing loud...

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