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Market research: be careful when choosing the location of your store
Jul18

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...

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Data Innovation Summit 2018 : ethics and data sovereignty
Jul16

Data Innovation Summit 2018 : ethics and data sovereignty

It has now become a tradition for me to give some time back to the data science community in the form of a keynote at the yearly Data Innovation Summit organized by Philippe Van Impe. Let’s first allow me to thank Philippe and the team of Digityser for their amazing work for Belgium’s data science community. I was very proud to organize the first meetup at newly opened Digityser (on ethic and artificial intelligence) and...

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This artist uses market research techniques for a stunning visual result
Jun22

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...

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How to do market research? Phase 7: the transition to the business plan
Jun15

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 accompanied the...

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How to do market research? Phase 6: quantitative techniques
Jun13

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...

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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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A qualitative market research of the Hollister & Co. brand perceptions
Feb21

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...

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How to manage unprofitable customers in 3 steps
Feb14

How to manage unprofitable customers in 3 steps

Not all customers are alike. Some of them cost you money. Here are 3 simple rules to solve that problem. As you will see once again market research is instrumental to the solution. Identify unprofitable users and ensure they are not becoming clients The best way to avoid unprofitable customers is to actually not take them onboard. That’s where a good market research study helps. As part of your market research you will have to...

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Pros and cons of focus groups vs. interviews: an in-depth review
May19

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...

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Focus group vs. interview : what is best for your market research ?
Sep16

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....

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How to prepare a questionnaire for qualitative research
Mar02

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...

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