Marketing, customer satisfaction and loyalty
Satisfied customers will follow you everywhere
Evolution of alcohol consumption and the market for de-alcoholisation
Jun12

Evolution of alcohol consumption and the market for de-alcoholisation

The evolution of alcohol consumption in Europe is leading many industry players to rethink their offer. In this article, we return in particular to the initiative launched by Philippe Stassen and the Meurens brothers who are joining forces to propose a new de-alcoholisation offer in the Charleroi region. Alcohol consumption in Europe In France, alcohol consumption has been on the decline for nearly 80 years. While a Frenchman consumed...

Read More
EMAC conference 2019 : 5 marketing researches you need to know
Jun11

EMAC conference 2019 : 5 marketing researches you need to know

The European Marketing Academy Conference (EMAC) is the number 1 marketing conference in Europe for academics. It’s a well attended (more than 1000 visitors) 3-day conference with up to 10 parallel tracks and hundreds of highly challenging presentations. This year I’ve chosen to present you the results of my 5 preferred research works. I tried to summarize the research as concisely as possible and highlighted the results...

Read More
Market research: visualizing the shadow economy
Jun03

Market research: visualizing the shadow economy

In light of our recent post on credit card ownership, we used once again Tableau to explore data related this time to analyse and visualize the shadow economy. The shadow economy is the part of the economy that runs “off the records”. From a fiscal viewpoint the shadow economy can be defined as all the activities that evade taxation; in other words all activities for which taxes should be paid and aren’t. Assessing...

Read More
Qualitative studies: The Critical Incident Technique
Apr22

Qualitative studies: The Critical Incident Technique

After having explained how open-ended and closed-ended questions work and the contexts in which they are applied, we return in this article to the Critical Incident Technique as part of market research, using the Sage Encyclopedia on methods for qualitative research. Summary Background information Developments in the method 5 steps to follow Background information on the method The Critical Incident Technique (CIT) is a qualitative...

Read More
Music streaming: the primary source of income for the music industries
Apr05

Music streaming: the primary source of income for the music industries

While the sales physical formats are suffering, the SNEP (National Union of Phonographic Publishing) report reveals that only the sales of vinyl’s are on the rise in France, attracting consumers to their vintage and authentic side. More and more music lovers are using digital platforms such as music streaming platforms to listen to their favourite artists and music while discovering new musical creations. Summary What is Music...

Read More