Dec06

Christmas 2022: the trend towards savings [Survey]

Posted By Pierre-Nicolas Schwab on 6 Dec, 2022

Christmas 2022 will be marked by inflation and savings. Households are planning to change some habits to cope with inflation and uncertainty. The surveys show 2 main changes: reduction of the “Christmas meal” budget (36% of French households) reduction of the “gifts” budget for 8% (Germany) to 73% (UK) of households depending on the country. In this article, we share some concrete predictions for Christmas 2022. Contact us to conduct your surveys Christmas 2022: projected figures...

Nov28

7 buying motivations to boost your sales!

Posted By Pierre-Nicolas Schwab on 28 Nov, 2022

Buying motivations drive us as customers. We all seek to satisfy something inside us before making a purchase. We may want to satisfy a sudden urge, please our loved ones, or play the security card. Thus, brands have a role in these motivations, provided they are well-identified. Luxury brands are experts in this field. To be continued, the 7 main purchase motivations of customers in 2022! Contact us to analyze your customer’s behavior Summary...

Oct19

Pricing: strategies, techniques, examples [Guide 2022]

Posted By Pierre-Nicolas Schwab on 19 Oct, 2022

Pricing is the exercise of determining the right price, i.e., the one that will maximize your sales and your margin. It is a complicated exercise because a price that is too high could decrease demand, and a price that is too low will decrease the margin. You can find pricing in the 4Ps of marketing, but it has some specificities. If the first 3 “P’s” (Product, Promotion, Place) allow us to plant the seeds of success, pricing allows us to...

Apr13

Consumption in 2022: statistics, trends, growth sectors

Posted By Pierre-Nicolas Schwab on 13 Apr, 2022

Several recent Market Research projects allow us to anticipate consumer trends in 2022 and changes in purchasing habits. First, Covid, then the war in Ukraine, has profoundly changed our habits and, in turn, the products we buy. The current economic and geopolitical situation adds a layer of complexity. More than ever, it is necessary to rely on concrete statistics to project ourselves into the future. Statistics: the impact of Covid on buying habits 46% of consumers say they are willing...

Apr11

The radical change in the profile of stock market investors [Research]

Posted By Pierre-Nicolas Schwab on 11 Apr, 2022

Thanks to Covid young people have turned mainly to the stock market to invest their money. Beyond crypto-currencies, primarily abandoned by older investors, we can see that a fresh wind is blowing on the stock market. The younger generations are shaking up the investment codes, and several Market Research studies shed light on these changes. Young people and the stock market: some statistics In 2018, the under 30s represented 4.5% of investors and...

Mar07

Physical commerce: free fall in store traffic [Research]

Posted By Pierre-Nicolas Schwab on 7 Mar, 2022

While the frequentation of “physical” stores is in free fall (-40% in 8 years, with a further decline of 30% since 2022), we can reasonably wonder about the evolution of the following years. The Covid crisis has caused an actual drop in traditional trade, and 2022 looks bad (inflation, war in Ukraine). Our analyses allow us to identify 3 strong trends which will determine the evolution of the frequentation in the following years: digitalization of food shopping and the...

Mar02

What if business travel disappeared? [Analysis]

Posted By Pierre-Nicolas Schwab on 2 Mar, 2022

The Covid crisis will change the business travel market forever. Business travel will become increasingly rare despite the limits of remote working and the return to face-to-face work. Current statistics show a decline of unprecedented magnitude, which questions the very existence of specific economic sectors. Business travel: post-Covid statistics 50%: the structural decline in business travel according to Bill Gates 63%: the decline in weekly ticket sales to U.S. companies compared to 2019 (figures as of 01/23/22) 75%: decline in the...

Feb28

The secret of La Samaritaine to make its customers buy

Posted By Pierre-Nicolas Schwab on 28 Feb, 2022

How to increase customer conversion in physical retail? By bringing them as close as possible to the product! This is what La Samaritaine has realized, thanks to a clever device we will reveal below. It is similar to a nudge and simplifies the customer experience subtly. 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...

Feb21

9 ethical and legal questions concerning the metaverse

Posted By Pierre-Nicolas Schwab on 21 Feb, 2022

While I have little faith in Mark Zuckerberg’s vision of the metaverse, there is no doubt that it has excellent marketing and business potential. The announced transition to Web 3.0, coupled with advances in artificial intelligence and ever-increasing computing power, promises unattainable experiences in the real world. The emergence of these virtual universes is accompanied by a whole series of ethical and legal questions. This article identifies 9 ethical or legal questions that concern life in the metaverse and death...

Jul12

Zero waste: these 8 initiatives are changing the refilling experience

Posted By Pierre-Nicolas Schwab on 12 Jul, 2021

The market research of “zero waste” shows that it is in full growth. Initially, a phenomenon reserved for specialized stores and a niche audience, “zero waste” initiatives are now spreading to the mass market. No longer affecting only food brands, and are being used as a growth driver by the FMCG (Fast Moving Consumer Goods) giants. In this article, we present 8 exciting bulk sales initiatives from all over the world. Reflections on “zero waste” and refilling stations As the following article...

Jun23

The impact of Covid on food consumption in France [Research]

Posted By Pierre-Nicolas Schwab on 23 Jun, 2021

INSEE published the figures for consumption in France in 2020, and the least we can say is that the Covid crisis has had visible effects on French food consumption. The French have cooked more, eaten less outside, and drank much more, no doubt to mitigate the psychological impact of confinement. The impact of Covid on food expenditure in figures meat: +5.2 % bread and cereals: +2.7 % cheese and eggs: +6.3 % fruit and vegetables: +4.2% tea and...

Sep11

COVID-19: The market for luxury cars does not follow the same trends

Posted By Lorène Fauvelle on 11 Sep, 2020

Update: 13th October 2020. The market for automobiles has been affected by the COVID crisis, as have many other sectors. While annual sales are down for many manufacturers and dealerships, what about Luxury cars? If you only have 30 seconds The European (or even world) automobile market should fall by around 25% in 2020 compared to the previous year (ACEA). This decline is the strongest ever recorded on the European automobile market. While the world...

Jan19

If you are addicted to your social media, it’s because you suffer of FOMO

Posted By Pierre-Nicolas Schwab on 19 Jan, 2018

A recent research (Blackwell et al. 2017) has investigated the antecedents of social media addiction. In other words, what makes us look at Facebook, Linkedin, Twitter dozens of times every single day. Five variables were tested : age, extraversion, neuroticism, avoidance, anxiety, and Fear of Missing Out (FoMO). The results, published in the per-reviewed journal “Personality and Individual Differences” show that only fear of missing out is significantly correlated with social media addiction (you may be...

Mar20

Artificial intelligence: are algorithms biased by nature ?

Posted By Pierre-Nicolas Schwab on 20 Mar, 2017

I attended a workshop at the Maastricht European Centre on Privacy and Cybersecurity where I met Prof. Alessandro Mantelero of Polytecnico di Torino. Prof. Mantelero is well known as a specialist in the protection of personal data, which has become a very important topic with GDPR. In his talk he was discussing among other things the biases of algorithms and highlighted the need to avoid them. Using examples from the insurance sector (smart boxes) and from...

Apr22

What do buyers of online news content look like?

Posted By Pierre-Nicolas Schwab on 22 Apr, 2015

Are people willing to pay for online news content? This question has been studied by many people, academic and auctioneers alike. The answer which has consistently been brought is that users are indeed willing to pay for content. But results have to be interpreted carefully. Most surveys deal with “purchase intentions”, which is not the same as “actual purchase”. You may well declare to someone you intend to buy something; but when the time comes to...

Feb13

Make your ads more effective with this very simple tip

Posted By Pierre-Nicolas Schwab on 13 Feb, 2015

I’m more and more interested in media and advertising and have recently read a lot to better understand consumer behavior when faced with advertisements. Today I’d like to offer you a lesson taught by researchers using eye-tracking to understand consumers’ reactions in front of ads. Exposure to ads is very brief As you may know exposure to ads is typically very short. It’s measured in milliseconds and researchers consider that people usually don’t spend more than...

Jan16

Merchandising effect around Charlie Hebdo threatens brands

Posted By Pierre-Nicolas Schwab on 16 Jan, 2015

The wave of emotion following the attacks of Paris led to a very strange marketing phenomenon : people tried to sell stuffs related to Charlie Hebdo popped up online and offline to profit from the worldwide press coverage the event got. Last Saturday I was interviewed by RTL on this very topic and thought it might be interesting to put my reflexions on paper. Why are people trying to take profit of the event? Greed. There...

Mar28

Innovation in the postal sector. Episode 5 : automatic lockers

Posted By Pierre-Nicolas Schwab on 28 Mar, 2014

Here’s already the fifth episode of our series (read here episodes 1, 2, 3, and 4) on innovation in the postal sector. The postal sector is one of the most innovative and adapts constantly to new or emerging consumers behaviors. Automatic lockers is one very successful example. Episode 5: automatic lockers to better match customers’ needs and behaviors Contact us for our B2B studies A widespread solution in Europe As you will read from the section...

Mar14

The coffee capsules war will not happen

Posted By Pierre-Nicolas Schwab on 14 Mar, 2012

Sara Lee launched last year its Nespresso-compatible capsules. In Paris only 100000 samples were given for free. In August Sara Lee announced that they had reached the 100m$ revenues with this product. Still, the question remains for me whether this can be considered a success. Last year we already challenged this assumption on our blog and we are confirming our analysis today. What if this result was only the consequence of a temporary switching from Nespresso...

Feb24

The counterfeiting industry and the consumer behaviour

Posted By Pierre-Nicolas Schwab on 24 Feb, 2012

I already dealt with Bottega Veneta this week, the ultra luxury Italian brand. Like many other luxury bag brands, Bottega Veneta is subject to counterfeiting. A long-debated question is whether counterfeiting is a fate or a sign that a brand is successful. This was the subject of much discussion at the International Marketing Trends Conference in Venice, which ended January 21, 2012. Bottega Veneta, Vuitton and the like are a privileged field of study for behaviorists...

Nov09

Paul bakeries: when service and brand image do not match

Posted By Pierre-Nicolas Schwab on 9 Nov, 2011

Paul … an oasis of gastronomy in a culinary desert. Everything is made to remind you the long forgone past of tasteful products: sales point are covered with oak-like veneer, decorated with pieces of furniture that could fit in your grandmother’s interior. Even the door of the garbage room is painted in an artificially aged green lavish veneer. All those clichés work pretty well I must confess. Paul is like a Starbucks. If you want to...

Jul15

The Belgian Post wants to rejuvenate postcards

Posted By Pierre-Nicolas Schwab on 15 Jul, 2011

The Belgian post, who recently was renamed BPost, just launched an original app for smartphone. This app aims at sending a postcard; a real one actually. We’ve been used to virtual postcards for years and with this app BPost offers the consumer to write his/her text, choose the design (for instance use a picture of his/her own) and have a real card sent on his behalf by BPost for 2,35€. My take: At first the idea...

Jun08

What a face !!

Posted By Pierre-Nicolas Schwab on 8 Jun, 2011

An article published in the latest issue of the « Journal of Marketing » (It’s got the look : the effect of friendly and aggressive « facial » expressions on product liking and sales ; Jan R. Landwehr, Ann L. Mc Gill, Andréas Hermann ; vol.75 May 2011, pages 132-146) confirms in a scientific manner what some of us may have discovered themselves: we perceive human faces in products shapes (the case study of the article...

Sep24

Show me the size of your logo and I will tell you who you are

Posted By Pierre-Nicolas Schwab on 24 Sep, 2010

The way logo are exposed on luxury goods, and in particular brand prominence, reveals a lot about yourself. This is the conclusion of an astonishing study published in September 2010 in the Journal of Marketing («Signaling Status with Luxury Goods: The Role of Brand Prominence» by Young Jee Han, Joseph C. Nunes, & Xavier Drèze). The authors carriedout several experiments and first proved that brand prominence on luxury goods was inversely proportional to the price tag....

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