Marketing, customer satisfaction and loyalty
Satisfied customers will follow you everywhere
Market research: the 5 trends that will shape the future of retailing
May14

Market research: the 5 trends that will shape the future of retailing

Market research has identified 5 trends that will shape the future of retailing technology and tools to enhance decision making innovations in visual display to make customers’ purchase decisions easier differentiating customer experiences collection of data at massive scale (Big Data) and their usages use of analytics to improve profitability In today’s article we will discuss and illustrate each of those 5 market trends....

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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. When to use observation as a market...

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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 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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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

Every 7 years French institue Anses releases a major study on the evolution of nutrition and food/drink habits on the French market. We reviewed their latest 2017 report (2014-2015 study) and have compiled some insights we found particularly interesting in the framework of our market research projects. Interesting general conclusions transformed food is consumed more and more through all segments of the population compared to the...

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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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How to do a desk research on a market you don’t know yet (PART 2/2)
Apr27

How to do a desk research on a market you don’t know yet (PART 2/2)

In the previous part of this article on desk research, we explained how to get a first glimpse into a market you don’t know. Today we continue with the two last steps: structure the information and verify it. Desk research step 3: analyze competitors’ offers Once you’ve gotten an overview of the market, you’re ready to go into a more analytical task : define criteria and compare competitors’ offers. The criteria will obviously depend...

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How to do a desk research on a market you don’t know yet (PART 1/2)
Apr25

How to do a desk research on a market you don’t know yet (PART 1/2)

Market research is especially difficult when the market you have to investigate is not known to you. Desk research is usually the technique chosen to get a first idea of what a market looks like (think about checking our series of aticles on market research secrets part 1, part 2 and part 3). Where should you start your desk research? What are the information sources at your fingertips to start your market research right? In this...

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Mobile Me : your car has no secrets for Mercedes
Apr11

Mobile Me : your car has no secrets for Mercedes

Nowadays cars can be connected with your smartphone ; not only to make calls but also to control your car at distance. The Mercedes Me application enables the owner to monitor basic and more advanced functionalities of the vehicle through his smartphone. The presence of a SIM card transmitting the information to the smartphone is the enabler of this enhanced connectivity ; but it may also enable Mercedes to become a data provider....

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Mobile apps studies : beware of bad interpretations
Apr06

Mobile apps studies : beware of bad interpretations

Fellow blogger Bruno Fridlansky published a ragous post on Linkedin after he’d read an article published by Challenges.fr on youngsters abandoning emails over instant messaging. This article was probably a translation of an article by Sarah Perez on Techcrunch entitled “Email is dying among mobile’s youngest users“. This article reported the results of a study by App Annie on mobile apps trends (read the full report...

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How can third-party data support your Big Data strategy
Mar21

How can third-party data support your Big Data strategy

Collecting and integrating third-party data will be the subject of a talk I’ll give at the Big Data conference of the European Broadcasters’ Union in Geneva on 22-23 March 2016. I’ll present three very interesting use cases of companies which have used third-party data to enrich the knowledge they had of their consumers : TAM airlines (which we already discussed on this blog), Realo (my thanks to them for the great interactions we...

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