Marketing, customer satisfaction and loyalty
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Marketing research : purchase drivers of luxury iconic products
Feb04

Marketing research : purchase drivers of luxury iconic products

An interesting piece of marketing research was presented on the last day of the International Marketing Trends conference that took place in Venice from 17 to 19 January 2019. The research was carried out by a team of 4 researchers from INSEEC business school (see reference at the end of this article) and was entitled “Timeless luxury: what drives the purchase of iconic products“. You’ll find the powerpoint slides of...

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Tediber, the success story of a Digital Native Vertical Brand (DNVB)
Jan28

Tediber, the success story of a Digital Native Vertical Brand (DNVB)

Tediber, founded by Julien Sylvain, is a company whose particularity is to sell on the Internet an object whose marketing was until now the exclusive preserve of “permanent” shops: the mattress. A native digital actor, Tediber has just opened a brick-and-mortar store in the Marais district of Paris (13 rue Sainte-Croix-de-la-Bretonnerie), a turning point in his strategy as an online “pure player” that...

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How to conduct market research in B2B?
Jan11

How to conduct market research in B2B?

B2B market research has some notable features when compared to B2C market research (see the full article we have devoted to B2C here). As the targets are not the same (B2B companies, B2C end consumers), adaptations (strategy, marketing, and so on) must be made to take these differences into account. In this section, we invite you to explore these differences with you, which will then lead us to propose market research methods adapted...

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Here are the 4 reasons why innovations in the food sector fail
Dec19

Here are the 4 reasons why innovations in the food sector fail

One of the conclusions from my SIAL 2016 report was that many innovations were launched without having the consumer in mind and without market research. Those innovative products were doomed to fail and 80% weren’t actually theree anymore 12 months after they had been launched. For most of them no market research had been carried out. I’ve carried out dozens of interviews at SIAL 2018 to confirm this hypothesis....

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WeMaintain : this startup disrupts the market of elevator maintenance
Dec05

WeMaintain : this startup disrupts the market of elevator maintenance

BFM Académie, the first contest for new business creators on radio and television, is now in its 13th edition and this year, it is Jade Francine, creator of WeMaintain, an elevator maintenance company, who is the winner. Its slogan is “using digital technology to enhance the value of technical professions”. We had the pleasure of interviewing her and learning more about this somewhat revolutionary concept within this...

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