Mixed research methods for the analysis of recommendation algorithms
The first day of the RecSys 2018 conference was dedicated to tutorials. One of them was assigned to mixed methods for evaluating user satisfaction. It was organised by a team of Spotify researchers (Jean Garcia-Gathright, Christine Hosey, Brian St. Thomas, Ben Carterette) and Fernando Diaz of Microsoft Research (Canada). The tutorials covered aspects of qualitative research, quantitative research and analysing data; a combination of techniques that very much resembles market research. Contact us for our B2B...
Le Testeur, a store to conduct market research in real conditions
As part of our marketing and retail monitoring, we have recently interviewed Sabrina Le Bourgeois, Director of communications at SEMAEST, a mixed economy company based in Paris, to learn more about the Le Testeur boutique located at 14 rue du Château d’Eau in the 10th arrondissement, an innovative way to conduct market research in real conditions while minimising the risks involved. Here is what we have learned about this concept. Le Testeur, a way to conduct...
SIAL, the world’s largest food innovation fair, opens its door in Paris
Like every 2 years, time has come to spend a few days in Paris to research the latest trends in the food and drink industry. There is no better place to do it than to visit the SIAL, the worldwide largest food and drinks fair that takes place every 2 years. Facts and figures about SIAL More than 7000 exhibitors from 109 countries will be present which ensures for a comprehensive view of the market. Read...
Trocotel : how solving customer dissatisfaction leads to new business
The Trocotel website is an interactive platform created by Etienne Merlo and Jérôme Rouvront, both former employees of the Accor group. We went to interview Etienne Merlo to better understand the motivating factors behind the creation of this website. The idea of Trocotel comes from first-hand experience. These two employees were confronted each day with the dissatisfaction of many customers who had booked at an Accor hotel, but who, because of an unforeseeable event, could not...
Market research: the use of mobile diaries in TV audience measurement
In today’s article will discuss the use of mobile diaries as a market research method. Mobile diaries are largely unknown; yet a recent research paper sheds light on the potential of this tool to complement existing quantitative market research techniques. More specifically the research focused on audience measurement in the broadcasting world. Read also Read our white paper on market research The authors claim that : “Studying consumers’ behaviors and decisions often requires individual-level information of...
Market research: how and why Cognac exports reached all-time high
The market for Cognac is booming. Never before have so many Cognac bottles been produced and exported. The 200-million-bottle milestone was reached for the first time this year. In today’s article we’d like to deliver you some market research insights that we compiled from different sources, including a quite unusual one: a study by French customs. The latter proves that market research can (and should) be done using sources from many different horizons. Contact us for...
Customer experience : finally a scientific scale to measure it
How to measure customer experience? This question has led many researchers on the path to developing scales to quantify something that is highly subjective by nature. Read also Yet most customer experience scales were until now limited to one particular domain or one particular moment of the customer experience (to get an overview of those moments please read our article on the subject). At the EMAC 2018 conference one research attempted to resolve this problem. A...
Beneteau applied simple market research method to calcule market share
French radio and TV station BFM has a very interesting program that I like to listen to. It’s called BFM strategy and his basically a TV and radio course on business strategy that is given by Xavier Fontanet, former Président of Essilor and visiting professor at HEC business school. Read also Read our white paper on market research In one of the latest episodes, Fontanet, who was also the COO of French sail and motor boat...
Market research: be careful when choosing the location of your store
A customer recently asked us to help him decide between several locations for his next store. This exercise is like doing a little market research and it’s actually crucial to the success of your business. The wrong location can lead to the death of your business. You’d better spend a little time on your market research, wouldn’t you? Here are a few tips we’d like to give you. If you want to deepen your knowledge on...
This artist uses market research techniques for a stunning visual result
While on business trip in Glasgow a few weeks ago (for the EMAC marketing conference), I visited the Glasgow Museum of Modern Art and discovered the Mitch Miller’s work. Mitch Miller is a Glasgow-based artist who has invented the concept of dialectograms, which he describes as follows : Take a dash of cartography, a pinch of architecture and a fair bit of ethnography and you have the dialectogram, graphic art that depicts place from the ground...
How to do market research? Phase 7: the transition to the business plan
How to make the transition from your market research to your business plan? This is the last of the 7 steps of our market research methodology. Today we will discuss why market research needs to be seen as an input to your business and financial plans. Read phase 7 of our market research methodology Before we give you an overview of this last step, let us remind you that you can read the previous posts that...
How to do market research? Phase 6: quantitative techniques
How to do market research? The answers to this complex questions can be found in our online guide. After discussing qualitative techniques in our previous episode, we will deal today with the quantitative market research phase (which is the sixth phase of our 7-phase market research methodology). You can find the previous episodes here : Introduction, Phases 1, 2, 3, 4, and 5. Read step 5 of our market research methodology What is quantitative market research?...
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 methods understanding market dynamics with...
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 them back...
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...
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 design thinking. Now comes...
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 Thinking to...
A qualitative market research of the Hollister & Co. brand perceptions
How do you explore customers’ perceptions about a brand ? Which methodologies should you use to elicitate brand images ? A recent research published in the Journal of Retailing explores consumers’ perception of Hollister and Co. and uses for this aim a vast array of market research techniques. Market research methods The methodologies used by the authors to explore consumers’ feelings, unconscious thoughts are complementary : qualitative interviews with different stakeholders, focus groups (see our article...
Pros and cons of focus groups vs. interviews: an in-depth review
Last update: March 2020. In an earlier article we discussed the major differences between focus groups and face-to-face interviews. Today we’d like to compare both methodologies and discuss the pros and cons of focus groups vs. interviews. If you are interested in market research in general, and qualitative techniques in particular, don’t miss out our step-by-step guide to market research in which we discuss a thorough approach to all types of marketing questions. The guide can...
Focus group vs. interview : what is best for your market research ?
How should you conduct your market research ? A Focus group? Interviews? Which method should you go for ? We often get that question from customers and we often find it difficult to convince customers that focus groups may not be the best qualitative technique around. In this article we explain you in which settings each method should be applied. In particular we will explain you why focus groups and interviews are complementary. Ready to improve...
How to prepare a questionnaire for qualitative research
Qualitative research is what we consider the first real technical step of market research. The qualitative questionnaire(also called interview guide) is instrumental for the success of this phase. In this post we explain EXACTLY how to prepare it. As we’ve explained in other posts, market research is NOT only administrating a survey. It’s much more than that (get an overview of market research tools and techniques on our online guide). Today we’d like to discuss what...
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