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Astroturfing: definition and examples of opinion manipulation
Dec02

Astroturfing: definition and examples of opinion manipulation

Astroturfing campaigns are attempts to influence public opinion. First practiced in the physical world, they now find a second life thanks to the Internet. The objectives of this process are simple: to harm the competition while promoting themselves. To do this, its practitioners do not skimp on the means. Some even employ thousands of people to conduct these operations online. However, resorting to this practice risks increasing...

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Representative sample: criteria, size, pitfalls to avoid [Guide 2023]
Nov29

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

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...

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Trigger marketing: definition, advantages and strategy [Guide 2023]
Nov25

Trigger marketing: definition, advantages and strategy [Guide 2023]

Trigger marketing is a branch of automated marketing. It follows the customer experience from A to Z, with messages designed to attract, convert and retain customers. It has many benefits, as it encourages purchases and amplifies brand notoriety. What are its advantages? How to set up a trigger marketing strategy? This article aims to clarify any grey area around this theme, which is essential to online retailers.   Contact us to...

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Qualitative research: definition, techniques, examples [Guide 2023].
Nov24

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

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...

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What is ambush marketing? Is it really worth it?
Nov23

What is ambush marketing? Is it really worth it?

Ambush marketing is based on the virality caused by a major event. The principle is to capture customers’ attention for the sponsors of such an event. And brands are having a field day with it: even Pepsi, Audi, and Samsung have already tested it. However, everyone has their method: opt for a direct, frontal, and explicit approach, or choose the subtle and indirect way. So, what are the mechanics of this marketing technique, and...

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What is cybersquatting, and how to protect against it?
Nov21

What is cybersquatting, and how to protect against it?

Cybersquatting is a widespread practice on the Internet. It aims at taking advantage of a brand or a person’s notoriety to attract users to its page. It is a process based on typos found in the URLs of the websites of the targeted domains. There are different types of cybersquatting, all with different objectives and more or less severe legal consequences. Among the companies targeted by this practice, we find names like...

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Marketing 4.0: origins, advantages and advice
Nov18

Marketing 4.0: origins, advantages and advice

Marketing 4.0 is a new marketing vision: more inclusive, personalized, and effective. This type of marketing is a formidable asset in your inbound marketing strategy. Author Philip Kotler first used the term in 2017. This new digital marketing era follows 3 generations of processes from marketing 1.0 to 3.0. Here, the four objectives are to define and contextualize marketing 4.0 before presenting its advantages and advice.  ...

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Activation marketing: definition, advice, and examples
Nov16

Activation marketing: definition, advice, and examples

Activation marketing is the perfect tool to increase brand awareness. This set of operational campaigns calls on everyone’s creativity. It aims to create authentic, immersive, personal experiences for your marketing targets. But basically, how to make this process work perfectly? What are the tricks you must know absolutely? What are the examples that prove the truth of this advice? You will find all the answers to these...

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Wild posting: definition, analysis, examples [Guide 2022]
Nov14

Wild posting: definition, analysis, examples [Guide 2022]

Wild posting is a marketing practice that is part of outdoor advertising. We see it every day in large urban centers. We find it on electric poles, traffic lights, or stairwells. It’s a way to transmit your commercial (or political) message outside social networks. It has many advantages and disadvantages that we present in a summary table. This article explains the ins and outs of this bold communication strategy before giving...

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Advocacy marketing: definition and examples
Nov10

Advocacy marketing: definition and examples

Advocacy marketing is about turning your customers into sales agents to spread positive messages about your brand. Thanks to a strategy based on four key points, this article reveals the workings of this marketing technique. How can you improve the customer experience and the targeting of your most dedicated customers? All the answers are below, with 3 examples of successful advocacy marketing campaigns. Contact us for your marketing...

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Food: marketing in search of “free”
Nov02

Food: marketing in search of “free”

SIAL is an indispensable event for all professionals interested in food trends (see our report on the plant-based meat mega-trend). In 2022 I was particularly surprised to see the evolution of food marketing. Inflation is no longer just in our wallets but also in words on the packaging. It’s quite simple; I had the impression that marketers had passed the word to each other to make the “free” mentions flourish:...

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Target marketing: definition, methods, examples [Guide 2022]
Oct28

Target marketing: definition, methods, examples [Guide 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...

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Here are the 6 best affiliation platforms in 2022
Oct26

Here are the 6 best affiliation platforms in 2022

Affiliation is one of the best ways to make your blog’s natural referencing profitable. And in this field, affiliation platforms are excellent intermediaries to carry out this commercial process. Each player has advantages: commission, advice, expertise, and so on. This article aims to remind the principles of affiliation before presenting the 6 best affiliation websites. Summary Why use affiliation platforms? 6 popular...

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Balsamic vinegar in cocktails [new features SIAL 2022]
Oct24

Balsamic vinegar in cocktails [new features SIAL 2022]

Balsamic vinegar was in the spotlight in France’s 2022 edition of the World Food Fair (SIAL). Two products, in particular, caught our attention: the “balsamic gin” from Leonardi (Italy) and the Cocktail Spark from Daregal (France). These two innovative products based on balsamic vinegar show that this category can be renewed and has very good days ahead. The innovations of the 2018 edition did not represent this very...

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Plant based meat: basic trends and increasing offers
Oct21

Plant based meat: basic trends and increasing offers

Plant based meat has become a major trend in 2022. Never before have plant based alternatives been so prominent. This trend was particularly visible at SIAL, the world’s leading food trade fair held every two years in Paris. It is quite simple; it seems that plant based meat is such a massive consumption trend that even the producers of classic meat are forced to get involved. Contact us for your research on the food sector...

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Market research questionnaire: examples and complete guide
Oct17

Market research questionnaire: examples and complete guide

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...

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Conducting market research: 9 comparative methods for B2B
Oct14

Conducting market research: 9 comparative methods for B2B

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...

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Organic market: Europe has two speeds [Market research]
Oct05

Organic market: Europe has two speeds [Market research]

The organic market is undergoing a profound change. After rapid growth during the Covid, some markets experienced a slight contraction in 2021. However, not all European countries are in the same boat. Strong growth has been recorded in Germany (+5.9%), Austria (+15.2%), and Spain (+8.9%). Discover in this article the 2-speed dynamics of the organic market in Europe. 7 statistics on the organic market in Europe Austria has the highest...

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No crisis for the luxury car market
Sep28

No crisis for the luxury car market

The impending crisis will not affect all sectors in the same way. In particular, the luxury sector may come out on top. At least, that is what the economic indicators for the luxury car industry suggest. While the major automotive groups have taken advantage of the component crisis to move upmarket and increase their margins, it is in the ultra-luxury sector that the progress is most spectacular. The annual progression of cars costing...

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8 ideas for innovative packaging
Sep27

8 ideas for innovative packaging

There are many ways to distinguish yourself from the competition. Among them, innovative packaging is a definite competitive advantage. Today, most of these innovations revolve around eco-responsibility and improving the customer experience. Special packaging can sometimes even cause the emergence of parallel markets! In this article, we present 8 original packaging ideas. Summary Notpla’s edible plastic, an innovative and...

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Le Bon Marché is 170 years old: how are department stores changing?
Sep21

Le Bon Marché is 170 years old: how are department stores changing?

Le Bon Marché is 170 years old. For this occasion, the ancestor of “department stores” adopts a very “energetic” decoration on all floors. A recent visit to this shopping temple also allows me to reflect on what the department stores have become. Galeries Lafayette, Printemps, Samaritaine, … are all heirs of the “Bonheur des Dames” celebrated by Emile Zola. But before going into philosophical...

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Amazon Prime: complicated unsubscription in 7 steps … it’s done on purpose
Sep15

Amazon Prime: complicated unsubscription in 7 steps … it’s done on purpose

Amazon has announced a drastic price increase for its Amazon Prime subscription. The increase varies from 25.3% in the UK to 42.6% in France. Anticipating cancellations, “dark patterns” type mechanisms (from nudge marketing) have been implemented to prevent unsubscribing from Amazon Prime. I fell for it, so I thought it was only fair to warn you and explain how not to fall into the trap. But first, let’s go back to...

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Shrinkflation: the new commercial strategy of brands to increase prices
Sep13

Shrinkflation: the new commercial strategy of brands to increase prices

In this time of record inflation, you may have noticed something strange while shopping. After scanning the labels on the shelves, you noticed a change in the price and size of the products. In this case, prices are going up, but quantities are going down. This pricing technique, used by brands such as Lindt or Kiri, is called shrinkflation. The practice is denounced by several consumer protection associations, such as foodwatch...

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Succeed in your marketing mix, and follow Lego’s example!
Sep08

Succeed in your marketing mix, and follow Lego’s example!

The marketing mix of each company must be carefully defined. Indeed, it is the concrete application of the structure’s marketing positioning. The right mix is the one that ensures an effective differentiation from your competitors! We propose here, an example of Marketing Mix: that of Lego. To do this, we will go beyond the traditional 4Ps: here are the 7Ps of the Danish company’s mix. If you only have 30 seconds...

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YouTube marketing: The 7 channels you must follow!
Sep06

YouTube marketing: The 7 channels you must follow!

What are the most popular marketing channels on YouTube? What is their focus, and how did they grow the way they did? You must go to North America to find the answer to these questions. Here is the list of the 7 most influential experts in the YouTube marketing sphere. Summary Methodology 7 English-speaking marketers who are popular on YouTube Silicon Valley Girl GaryVee Noah Kagan Vanessa Lau Neil Patel Adam Erhart Behind the Brand...

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Pedemontana: the worst user experience in the world
Aug18

Pedemontana: the worst user experience in the world

User experience (or UX) has become a discipline in its own right with the digitalization of our lives. But it does not only apply to online environments. The Italian highway A36, also called “Pedemontana,” offers an example of a catastrophic user experience in the real and digital worlds. Those who designed this highway seem to have wanted to bring together all the worst things in terms of transparency, ease of use, and...

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Richard Mille RM UP-01: marketing analysis of a €1.86m watch
Aug03

Richard Mille RM UP-01: marketing analysis of a €1.86m watch

Richard Mille has just released the RM UP-01, a watch designed in partnership with Ferrari. This ultra-thin watch (1.75 mm) has an unprecedented selling price: 1.86 million Euros. Beyond the technological prowess (see video below), this watch marks a marketing turning point. This is the opportunity for us to analyze in this article the marketing of the RM UP-01 and the place of this object in a luxury watch market that has exploded in...

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E-commerce: will the crisis mark the end of free returns?
Jul27

E-commerce: will the crisis mark the end of free returns?

Free returns have been a driving force in the development of e-commerce and customer loyalty. It is estimated that the average return rate (1 product out of 4) in e-commerce is 25% compared to 8% in physical commerce. Yet returns have a cost: financial and environmental. As we showed in 2011 in European-wide research, the final customer does not perceive the value of the delivery. The price of products has therefore evolved to include...

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Pricing: 6 techniques to influence consumers
Jul11

Pricing: 6 techniques to influence consumers

Pricing is the technique that aims to set the best price for the company. The ideal pricing maximizes the company’s profits while minimizing the risk that the customer perceives it as too high. It is, therefore, a subtle balance that you must achieve. In this article, we present 6 mechanisms you can use to influence the price perception in the customer’s brain. Some of them you will already know, others less so. Awareness...

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Communication strategy: the brilliant example of La Casa de Papel
Jul01

Communication strategy: the brilliant example of La Casa de Papel

How to analyze a communication strategy? In this article, we propose an example of communication strategy analysis from A to Z, that of Netflix for its flagship series “Casa del Papel.” You will find the analysis of the digital communication strategy, the contents, and the different influence marketing techniques used. Only for our subscribers: exclusive analyses and marketing advice Email address  * Subscribe By...

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Customer satisfaction: an example of NPS misuse
Jun27

Customer satisfaction: an example of NPS misuse

The Net Promoter Score (NPS) is a simple method to measure customer satisfaction globally. But you must apply it correctly. We regularly discover, through the customer satisfaction audits we do, that the results are distorted by incorrect use of the software. The example we are presenting today comes from Lufthansa. The error in implementing the NPS is not obvious, but it still taints the credibility of the results. We conclude this...

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Patrick Roger: stores and an exceptional customer experience
Jun20

Patrick Roger: stores and an exceptional customer experience

I am a big fan of Patrick Roger’s chocolate stores, and I have explained here their marketing power. For Mother’s Day, I had the opportunity to organize a photo shoot in 4 of the brand’s most beautiful Parisian sales outlets: Rennes, Saint-Sulpice, Saint-Germain, and Sèvres. These photos illustrate the 2 cornerstones of Patrick Roger’s marketing strategy: sales outlets that are all different and whose aesthetic...

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Luxury watches for men: analysis of a market in full swing
Jun10

Luxury watches for men: analysis of a market in full swing

In times of war, only two things retain their value: a Rolex and gold. This famous adage has been illustrated in recent months by the explosion in the price of luxury watches for men. It’s pretty simple: there is nothing left to sell for some brands. For example, at Patek Philippe, Rolex, and Audemars Piguet, there are no more products available, and the waiting period is up to 10 years for some models. As a result, the market...

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7 factors that influence the response rate of a telephone survey
Jun08

7 factors that influence the response rate of a telephone survey

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...

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B2B telephone survey: budget, approach, difficulties, solutions
Jun01

B2B telephone survey: budget, approach, difficulties, solutions

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...

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Luxury product packaging: an incredible parallel market
May18

Luxury product packaging: an incredible parallel market

Vuitton paper bags that sell for a few euros, empty Hermès boxes for a few dozen euros, luxury watch cases without their precious watch for several hundred dollars. Classified websites are full of this type of offer. How can we explain that objects that seem so insignificant find a buyer? From where does their value come? This article explains the role of packaging in the buying experience and analyzes why some people are willing to...

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