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How to do market research? Phase 5: qualitative techniques
Jun11

How to do market research? Phase 5: qualitative techniques

How to do market research? Discover today the fifth phase of our 7-step market research methodology. This episode is dedicated to qualitative market research methods. In our previous episodes (read them here: episodes 1, 2, 3, 4) we dealt with the preliminary phases of market research : putting the idea on paper and fixing its flaws with Design Thinking improving the business idea with a prototype choosing the right market research...

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How to do market research? Phase 4: PESTEL and competition analysis
Jun08

How to do market research? Phase 4: PESTEL and competition analysis

How to do market research? This is the question we’re helping you to answer with the publication of our online step-by-step guide to market research. Each of the 7 phases of our market research methodology is accompanied by a post on this blog. Today we’ll be dealing with Phase 4: the PESTEL analysis and the competition analysis. READ PHASE 4 OF OUR MARKET RESEARCH METHODOLOGY If you missed the latest episodes you can find...

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How to do market research? Phase 3: choosing the right market research methods
Jun06

How to do market research? Phase 3: choosing the right market research methods

How to do market research? In our online guide to market research we divided our methodology into 7 phases. After having dealt with phases 1 and 2 in previous articles, the time has come to chose the right market research methods, which is the aim of phase 3. If you believe that market research = online survey, you better make sure you read today’s article because you may be surprised. ACCESS PHASE 3 OF OUR ONLINE MARKET...

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How to do market research? Phase 2 : improve your idea
Jun04

How to do market research? Phase 2 : improve your idea

How to do market research ? Here comes the second phase of our 7-step methodology that we’ve spent 6 months developing. A white paper is available on our website (click here to access the introduction) that will explain you the whole market research methodology. So today we discuss Phase 2 which focuses on improving your initial idea. In Phase 1 we discussed how to get informal feedback and gather additional insights through...

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How to do market research? Phase 1: test your idea
Jun01

How to do market research? Phase 1: test your idea

To accompany the publication of our practical guide on “How to do market research” we have prepared a series of blog posts to highlight each of the 7 phases of our market research method. After our latest introductory article we’ll be dealing today with the first phase : testing your idea. Phase 1 of our market research method is divided into 3 sub-steps: Put your idea on paper Test your idea informally Use Design...

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How to do market research? Here’s our step-by-step guide that anyone can use
May30

How to do market research? Here’s our step-by-step guide that anyone can use

How to do market research? To answer that question we have spent some 6 months writing this step-by-step guide. I’d have never believed it could take some much time but finally it’s there. Find out in today’s article why we created it and how it is designed. Why did we create this market research guide? The rationale behind writing this guide was that market research methods are numerous, yet those who actually need...

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How to successfuly realize qualitative interviews in market research studies
May03

How to successfuly realize qualitative interviews in market research studies

Conducting good market research often requires to carry our a qualitative study. This is particulary true of customer satisfaction surveys that are often poorly designed and are not based on sound assumptions. In today’s article we reflect on some essential aspects of good qualitative research. We discuss a four-step iterative guide for interview design proposed by J. Arsel (2018) in his article entitled “Asking Questions...

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Step-by-step market research guide almost ready: first teaser
Apr25

Step-by-step market research guide almost ready: first teaser

As I announced earlier this year, one of my goals for 2018 was to write a step-by-step guide to market research. I did this between December 2017 and January 2018 and it took me quite a lot of time to finalize it : we let the market research guide translate in English and Dutch (translating 8000 words can’t be done overnight as you can imagine). This time I didn’t do the English translation myself as I wanted to have...

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This startup may have needed a market research before going live
Apr12

This startup may have needed a market research before going live

A Belgian startup, OneHouseStand, has launched an online platform to help businesses and individuals alike rent private places to organize their events. At first it may look like a good idea to enable private owners to make their property available for rent. But is this business idea really worthwhile? A market research may have been useful. What’s the market? In an interview (in French) with national newspaper Le Soir, one of...

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New in 2018: step-by-step market research guide for all
Jan05

New in 2018: step-by-step market research guide for all

Happy new year everybody ! What an amazing year 2017 has been for us. We feel blessed to have carried out so many market research and Big Data projects last year : banking, retail, media, FMCG, luxury, IT, indusrail goods, … you name it. We have done dozens of projects in many different industries. We have welcomed one more consultant in the team who has proved to be very talented from the very beginning. We are so proud to have...

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market research : how do Europeans pay ?
Dec04

market research : how do Europeans pay ?

My mother-in-law is Italian. She hardly make two payments a year with her credit card. On my way to the University of Mainz a few weeks ago, I met a 64-year old taxi driver of Turkish origin who prouded himself not to have any bank card. I find it fascinating to observe how consumers’ behaviors can vary and have always been fascinated by how cultural aspects affected the way people paid in he European Union. I had the impression...

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Tips and tricks : using observation as a market research tool
Nov24

Tips and tricks : using observation as a market research tool

In our latest article we dealt with an experiment carried out by the Virginia Tech University that used innovative observation techniques to study human behaviors when faced with self-driving cars. Today we want to dig a little bit more on observations as a market research tool and highlight settings where such a technique can be useful. At the end of the article we will also give you 3 useful tips. Only for our subscribers: exclusive...

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How Delhaize Urban Farm fits into their marketing strategy
Oct30

How Delhaize Urban Farm fits into their marketing strategy

Supermarkets Delhaize are known for a marketing strategy based on differentiation : premium products and a broader assortiment are part of Delhaize DNA. Delhaize has also invested for several years in its branding and has started positioning itself as a respectful brand. The opening of its urban farm on top of Delhaize Boondael (Brussels) roof is a cornerstone of this strategy. I had the pleasure to be invited by Delhaize to visit the...

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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 languages. 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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Combining ethnography and Big Data in market research : a real example
Oct25

Combining ethnography and Big Data in market research : a real example

Qualitative research techniques have inherently an ethnographic background that many market research firms tend to ignore. Qualitative techniques are there to help researchers discover what’s going on and build their assumptions. This is exactly what we tried to do when we visited the N5 winebar last month too prepare the launch of the franchise. Observation as a qualitative market research technique The first step we undertook...

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Make big data and algorithms part of the public service media eduction plan
Oct11

Make big data and algorithms part of the public service media eduction plan

On 6 October 2017 I was invited by the Eurovision Academy to give a speech at their General Assembly in Vilnius (Lithuania). The Eurovision Academy is the department, within the European Broadcasting Union, that is responsible for training employees from membres (public service media) and making sure all of them have the opportunity to keep up to date with the latest techniques in terms of employee development. They do a terrific job...

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Market research : hot technological trends for future TV experience
Sep25

Market research : hot technological trends for future TV experience

The IBC fair in Amsterdam drives a lot of smart minds together. A lot of market research firms are present to discuss market trends and evolution. This year a debate (“Hot or not: What are the hottest new TV technologies and devices and how will they transform the TV market?“) was specifically dedicated to technological trends that are likely to change the customer experience. Voice recognition was voted the most...

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Market research : how to set up the price of new products and services
Sep22

Market research : how to set up the price of new products and services

In a recent post I told you the story of my friend Patrick who faced the request of a customer not aware of the price oh his high-end services. This turned into a very frustrating experience for both. In today’s post I’d like to come back on this story and digs a little bit deeper into one of the most difficult market research problems : pricing. Pricing has always been a challenge (at least to me) and even more so when it...

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Market Research : eSport is a 400m customers market
Sep20

Market Research : eSport is a 400m customers market

Here’s a sector where we haven’t done any market research so far : eSport. At IBC 2017 I attended a presentation by Michiel Bakker (of Ginx TV) who really caught my attention (it’s probably a sign that I’m getting old, hence my lack of interest fir this growing market trend). Here are a few figures that I found especially striking eSport is overtaking traditional sports : there were more viewers (43 millions)...

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Market research : evolution of food purchasing behaviors on the French market
Aug28

Market research : evolution of food purchasing behaviors on the French market

Update: April 2020 What are the significant trends in the food market? What is consumed, and how? In this article, we return to the evolutions of this market. Discover also the prospective study that we carried out on the future of the retail sector at the time of Covid-19 and our study on the market of organic products. As we detail in our white paper on market research, you will have to rely on many complementary aspects for a...

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Airlines loyalty programs : different countries, different benefits
Jun28

Airlines loyalty programs : different countries, different benefits

Loyalty cards have been an important innovation when it comes to increase customer loyalty. It ll started with American Airlines and the least we can say is that the airline industry is the one which has probably pushed the concept the farest. The concept of “miles” has become synonym of loyalty. Collecting miles was once limited to airlines tickets but has in the meantime extended to other purchases too. For instance,...

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Ugly vegetables look more natural and give stores a better image
Jun12

Ugly vegetables look more natural and give stores a better image

Consumers perceive “ugly”, misshappen vegetables, as more natural. Moreover communication campaigns promoting these “abnormal” products benefit also the stores , such campaign convey indeed a positive image in the minds of the customers. Those are the results of a study by Mia Birau and Corine Faure (University of Grenoble) which was presented at the latest EMAC 2017 conference in Groningen (The Netherlands)....

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4 hints to avoid your customer satisfaction survey from failing
Apr20

4 hints to avoid your customer satisfaction survey from failing

In our latest article we discuss the Goodhart’s law and what it meant for customer satisfaction measurement. In short, if satisfaction scores become a company’s objectives, the likelihood is high that results will be biased. A very good article explains the origin of this bias (it’s called reflexivity) and even details other “laws” that point to the same effect : Goodhart’s Law is most succinct: “When a...

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Which market research method for a new concept, product or service ?
Mar14

Which market research method for a new concept, product or service ?

Recently I was approach by a large group in the hospitality industry which wanted to conduct a market research for a new concept they had in mind. This hospitality concept had been broadly sketched. What the client wanted was a market research to understand whether its idea could pick up, whether demand existed on the market for this concept. We were surprized to hear what competitors had proposed. Which market research methodology...

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Don’t smile too much if you want to be perceived as competent
Mar01

Don’t smile too much if you want to be perceived as competent

How you picture yourself to customers and prospects, and in particular how you smile, has important consequences that you may have overlooked until now. Fortunately a scientific study clarifies the impact of a smile on a potential buyer in different settings, online and offline. This has important consequences if you want to improve your service quality level and your customers’ satisfaction. How smiling affects our...

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When will the IoT market eventually crash ?
Feb22

When will the IoT market eventually crash ?

I attended the first day of Unconvention in Brussels in January and what I saw and heard made me reflect on the value of innovation. During the first set of presentation, a speaker explained the current state of an IoT project in Porto where sensors had been implemented everywhere to make the city management more efficient and life more livable. For instance sensors measured pollutants (ozone and CO2) and connected to busses’...

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GDPR compliance: are your algorithms ethical?
Feb17

GDPR compliance: are your algorithms ethical?

On your journey to GDPR compliance (General Data Protection Regulation) you will certainly need some help and some guidance to do the right things avoid being fined. We all agree, among specialists, that GDPR implementation may be delayed to let companies adapt. Recent market research discussed at CPDP conference revealed indeed that only 4% of companies were currently getting ready for GDPR. This being said, don’t expect...

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Market research : should you always ask your customers ?
Jan25

Market research : should you always ask your customers ?

A few years ago one word was very trendy : co-creation, a new technique complementing market research efforts. Companies all over the world suddenly discovered the benefits of involving customers in the development of new products. The co-creation process was everything but new. Eric Von Hippel, now Professor at MIT, already involved professional users in his lead users method back in the 1980’s-1990’s to develop new...

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How US elections shed light on the filter bubble phenomenon
Jan16

How US elections shed light on the filter bubble phenomenon

Just do a Google search on “Filter bubble” and you’ll be surprized of the many results returned. The recent US presidential elections have shed light on this phenomenon first hypothetized by Eli Pariser in 2011, and subject to much debate (see also our upcoming article on 18 Jan 2017). Yet the facts are there. Right after the elections of 08 November 2016, the interest for “filter bubble” increased...

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The role of Big Data on society : EBU conference
Dec19

The role of Big Data on society : EBU conference

With fellow colleagues of EBU, I organized last week a conference entitled “Big Data and Society“at RTBF, the French-speaking public broadcasting organization of Belgium. As I wrote on EBU website, this event aimed at gathering together professionals from the broadcasting industry to reflect on the impact of Big Data, recommendation algorithms and filter bubbles on society in general, and on users’ behaviors in...

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Digitalization : why I will not use my insurance mobile application
Nov21

Digitalization : why I will not use my insurance mobile application

Digitalization in the banking and insurance sectors has led to massive job cuts. In this article I discussed this trend in the banking sector and I debated on TV of this trend in the insurance sector (see here, in French). In light of the dramatic changes that both sectors are currently undergoing, my health insurance company, DKV, recently sent me an email asking to adopt their new digital tool, a mobile application allowing...

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My summer readings : the outstanding, the good and the worse
Sep28

My summer readings : the outstanding, the good and the worse

Summer is usually the time for me to rejuvenate my creativity and get prepared for the second part of the year to come. I love to chain-read to encourage ideation. This year I packed my beloved Kindle with a few books. Some of them inspired me, others didn’t. Here’s my commented summer reading list. As you’ll see it’s very much Big data oriented. Eli Pariser: “the Filter Bubble” I discovered the book by Eli Pariser only...

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London : discover Niketown’s new way to display shoes
Aug03

London : discover Niketown’s new way to display shoes

While on a tour to detect retail innovations in London, I spotted an interesting device at Niketown on Oxford street (don’t forget to have a look at our interactive map of innovative stores in Europe). London’s Niketown is pretty similar to the Nike flagship store of New York. Different departments on each story, each story being organized around one or more sport. Pretty Much in the center of the London store (on the 3rd floor)...

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Market research: Snapchat 2nd most popular social media
Jun20

Market research: Snapchat 2nd most popular social media

The results of a recent market research on snapchat were made available by the Danish television (see the presentation at the end of the article, courtesy Rasmus Thaarup). Here are the key learning points. Snapchat : market research facts 2nd most used social media in Denmark (but very much behind Facebook) : 15% of the population uses it which is far more than twitter (4%) or Linkedin (3%) 63% of the 12-19-years-old segment use...

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Data Scientists are NOT the solution
Jun08

Data Scientists are NOT the solution

In a recent meeting with Big Data managers in the broadcasting industry, one complaint came over and over again. Data scientists have no feeling for business, and business people even less for statistics and Big Data. How to bridge the gap was the central question. Correlation doesn’t mean causation The lack of business understanding is especially visible when it comes to building predictive models. Too often data scientists...

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Market research: all our knowledge made available in one place
May09

Market research: all our knowledge made available in one place

Market research is often understood as doing a survey. This is not true as many other techniques and tools need to be used to get a comprehensive picture of the market. We have very often published articles on market research in the past 7 years. We did a first effort to compile all this knowledge in a series of 3 articles in January 2013 (see here part 1, part 2 and part 3). We felt the need to better visualize what market research...

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