Jan30

Remarketing: definition, advantages, and strategies [Guide 2023]

Posted By Pierre-Nicolas Schwab on 30 Jan, 2023

Remarketing promotes customer conversion by encouraging brands to review their marketing practices. It is different from other marketing strategies because it pushes for personalized targeting. In this sense, it is similar to account-based marketing because of its propensity to segment as much as possible. In any case, this marketing process has many advantages linked to brand awareness and benefits. At the end of this article, we...

Nov29

Representative sample: criteria, size, pitfalls to avoid [Guide 2023]

Posted By Pierre-Nicolas Schwab on 29 Nov, 2022

Defining a representative sample is a key success factor in any market research. For B2C market research, particularly the sample’s representativeness directly conditions the results’ accuracy. However, do not think a large sample is necessarily synonymous with quality. Smaller, well-stratified samples can yield much more accurate results than large random samples. This article discusses key issues such as...

Nov24

Qualitative research: definition, techniques, examples [Guide 2023].

Posted By Pierre-Nicolas Schwab on 24 Nov, 2022

Qualitative research is a generic term that refers to several techniques (individual interviews, focus groups, observations) that aim to discover the factors that may influence behavior. We have created this guide to be as complete and concise as possible. We have focused on the most important topics related to quantitative research. You will find answers to practical questions with many real-life examples from our experience as a...

Oct28

Target marketing: definition, methods, examples [Guide 2022]

Posted By Pierre-Nicolas Schwab on 28 Oct, 2022

Target marketing aims to identify the most promising market segments for the company. It must be carried out before the launch of a new product/service. It requires dividing the market into targets or segments according to customer needs. The marketing strategy (in the form of a marketing mix) will depend on the targeting. Target marketing implies realizing one or more prior research to understand current and future needs. Finally, it...

Oct17

Market research questionnaire: examples and complete guide

Posted By Pierre-Nicolas Schwab on 17 Oct, 2022

How to make a market research questionnaire? What questions to ask? When you do market research, the questionnaire is a must. So much so that questionnaires and market research are often used interchangeably. However, it is only one step in a complete process that allows you to get closer to the truth of the market. In this article, we address all these issues and propose complete examples in B2B and B2C to download. For more...

Oct14

Conducting market research: 9 comparative methods for B2B

Posted By Pierre-Nicolas Schwab on 14 Oct, 2022

This article on B2B market research methods completes the guide we have already published on the subject. We wanted to offer you an overview of the different techniques applicable to B2B. Market research in B2B differs substantially from that in B2C. In addition to the classic techniques (telephone survey, documentary research), some are much less known. No. 7 is particularly effective and yet rarely used for market research. If you...

Sep26

Market research and surveys: beware of the Cloud Act

Posted By Pierre-Nicolas Schwab on 26 Sep, 2022

The Cloud Act poses a real legal problem for European companies. Unfortunately, they pay too little attention to it. In this article, we present the solution we have developed so that the surveys we realize are both GDPR compliant and protected from the abuses of the American Cloud Act. If you only have 30 seconds The Cloud Act represents a potential danger for all European companies that store their data with AWS, Google, or...

Sep12

17% error rate: the truth about social network surveys

Posted By Pierre-Nicolas Schwab on 12 Sep, 2022

Realizing a survey requires real technical expertise. The easy access to captive respondents on social networks has pushed some market research institutes to propose methodological shortcuts whose effects are now clearly visible. Research published in Nature shows all the limitations of Facebook surveys. A sample of 250,000 respondents to a Facebook survey led to an error of 17%. The size amplifies the sample bias. This is the Big...

Jun13

Snowball effect: advantages, disadvantages, implementation

Posted By Pierre-Nicolas Schwab on 13 Jun, 2022

The snowball effect is a sampling method used in qualitative research. It simplifies the recruitment of respondents under challenging contexts. Sampling realized with the snowball effect has advantages and limitations that we discuss in this article. You will also find an exhaustive definition as well as concrete examples. If you would like more information about the qualitative research we realize, please contact us. Summary What is...

Jun08

7 factors that influence the response rate of a telephone survey

Posted By Pierre-Nicolas Schwab on 8 Jun, 2022

Telephone surveys are one of the most common methods used to collect data for market research. Telephone surveys are particularly well suited to the B2B context but present several difficulties that impact the response rate and the budget. In this article, we take a closer look at the 7 factors that influence the response rate of telephone surveys. Contact us for your telephone survey Summary factor 1: the type of target factor 2: the...

Jun01

B2B telephone survey: budget, approach, difficulties, solutions

Posted By Pierre-Nicolas Schwab on 1 Jun, 2022

In B2B market research, telephone surveys are still a popular methodology. Indeed, there are no sizeable B2B panels to conduct an online survey as in B2C. Therefore, a sufficient number of responses can often only be obtained via telephone calls. However, this approach presents many difficulties that we discuss in this article. B2B telephone survey: 48-hour quote Summary The different methodological approaches for B2B market research...

Jan28

B2B qualitative research: what compensation should be offered to respondents?

Posted By Pierre-Nicolas Schwab on 28 Jan, 2022

Qualitative research in B2B is particularly complicated to organize, mainly because of the recruitment of respondents. This article explains what options you have to compensate respondents for their time. Contact us for your B2B market research Summary The challenge of B2B qualitative research Screener for the recruitment of B2B respondents Compensation: Essential but not essential The most common compensations for B2B qualitative...

Jan19

Customer experience: key points and analysis [Guide 2022]

Posted By Pierre-Nicolas Schwab on 19 Jan, 2022

Customer experience refers to all the relationships between a customer and a company. These steps are numerous and range from the birth of the need to the end of the association through the purchase and use of the product or service. Customer experience has become very complex in the digital age. It is said to be “multi-channel.” To better understand the process, it is interesting to visualize it, which implies knowing the...

Dec15

Qualitative interviews in B2B: what is the budget?

Posted By Pierre-Nicolas Schwab on 15 Dec, 2021

Qualitative interviews are probably an essential method for B2B market research. Nevertheless, we notice that many companies do not know what to expect in terms of budget. This article explains how to budget for qualitative interviews in B2B and what the alternatives are for your market research. Contact us with any questions Summary Why use qualitative interviews for B2B market research? What budget should you expect? B2B focus...

Oct27

online focus group: 5 pitfalls to avoid

Posted By Pierre-Nicolas Schwab on 27 Oct, 2021

Conducting focus groups remotely has never been easier than since the Covid crisis. Everyone is now used to the use of video conferencing software. However, there are many pitfalls. Since the Covid pandemic, we have realized online focus groups with no less than 500 people and have been confronted with 5 recurring problems that we detail in this article. Online focus group: the correct number of participants If you decide to organize...

Oct13

Social marketing: the example of food waste [Case study]

Posted By Pierre-Nicolas Schwab on 13 Oct, 2021

Social marketing aims to use marketing techniques to promote social or public interest causes. We have given several illustrations in our reference article on the subject. To illustrate the idea of social marketing, we analyze in this article the case of food waste following the 4Ps method (marketing mix). This case study will allow us to understand how consumers are encouraged to act against food waste, an issue that we can sometimes...

Oct08

Marketing Mix: example of analysis according to the 7Ps [automobile]

Posted By Pierre-Nicolas Schwab on 8 Oct, 2021

After publishing our reference article on the marketing mix, we propose here a detailed example of analysis following the 7P model: that of the Rimac Nevera, a 100% electric hypercar that we already talked about here. Analysis of Rimac’s marketing mix Introduction P1 : Product P2 : Price P3 : Promotion P4 : Place P5 : People P6 : Process P7 : Physical Evidence Introduction Rimac is a Croatian car manufacturer founded in 2001 by...

Oct06

Marketing Mix: example of analysis according to the 7Ps [watchmaking]

Posted By Pierre-Nicolas Schwab on 6 Oct, 2021

After publishing our reference article on the marketing mix, we propose a detailed example of analysis following the 7P model. We have chosen to focus on the case of the luxury watch brand Richard Mille, a relatively new brand whose watches reach the record average price of 150.000€! For each element of the marketing mix, we have tried to illustrate it in the form of a video. Analysis of the Richard Mille marketing mix P1 : Product P2...

Oct04

Social Marketing: Definition, Implementation, Examples [Guide 2021]

Posted By Pierre-Nicolas Schwab on 4 Oct, 2021

Social marketing is the branch of marketing that aims to promote social causes or general interest. Social marketing will notably play on the social values of targets to convince them. Philip Kotler summarized the challenge in the title of his book published in 2008: “social marketing: changing behavior to do good.” Summary Social Marketing: Definition Implementing a Social Marketing Plan Case Research: Tobacco in the...

Oct01

Marketing Mix: example of analysis according to the 7Ps [fruit juice]

Posted By Pierre-Nicolas Schwab on 1 Oct, 2021

After publishing our reference article on the marketing mix, we propose a detailed analysis following the 7Ps model. We propose to analyze the marketing mix of the latest product from the Alain Milliat brand: an iced tea marketed under the “am alain milliat” label, which we discussed in our article on marketing positioning. Marketing mix analysis Introduction P1 : Product P2 : Price P3 : Promotion P4 : Place P5 : People P6...

Sep29

Marketing Mix: definitions, analysis examples [Complete Guide 2023].

Posted By Pierre-Nicolas Schwab on 29 Sep, 2021

The marketing mix aims at making your marketing positioning concrete. Often associated with the term “4Ps“, the objective of the marketing mix is to make your positioning tangible each time your brand is in contact with the consumer (the so-called “touchpoints”). This article explains the difference between 4P and 7P, explains each facet of the marketing mix with numerous examples, and ends with a detailed case...

Sep24

3 techniques to make your online surveys more reliable

Posted By Pierre-Nicolas Schwab on 24 Sep, 2021

An online survey is often an essential part of any market research. However, doing a survey well is not easy. Many mistakes can be made that can affect the validity of your results. In this article, we present 3 techniques to ensure that the survey participants reliably answer your questions. If you only have 30 seconds The quality of a survey depends on the attention respondents give to it. Attention tends to decrease with the length...

Sep22

Positioning in marketing: definition, challenges, examples [guide 2021].

Posted By Pierre-Nicolas Schwab on 22 Sep, 2021

Positioning in marketing is the set of elements that will allow your company to distinguish itself on the market, to be perceived uniquely by your customers. By analyzing your market and adopting a specific marketing positioning, you can differentiate yourself from your competitors. Marketing positioning can concern an entire company or a particular product when different product lines are proposed. In this article, we will first lay...

Jun18

Qualitative interviews: 7 approaches to recruiting respondents

Posted By Pierre-Nicolas Schwab on 18 Jun, 2021

How do you select your respondents for qualitative interviews or focus groups? Beyond the number of respondents, there is also the question of the type of respondents needed for your market research. Do you want to have a homogeneous experience, or do you want to have a maximum variation? In this article, you will find the different strategies for composing qualitative samples. Strategy 1: Maximum variation What for? This type of...

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