Innovation: a state of mind
Innovation will always pit the proponents of supply-side marketing - where everything rests with engineers and other technicians - against those of demand-side marketing - where there is no salvation without asking consumers. The social web and new technologies do nothing to change this: if anything, they exacerbate the opposition. Start-up companies, galvanised [...]
Moments of truth in Customer Experience: How can we ensure a successful customer experience?
We know it! And without wishing to beat a dead horse... Customer experience builds loyalty and increases the purchase basket: 84% of French people say they are prepared to spend more or to be loyal if the customer experience is positive. Conversely, 64% of the French are prepared to leave a brand if the experience is the opposite. And in the BtoB environment, [...]
Innovate or die: testimony from the consumer goods industry
After 32 years with Procter & Gamble, I can't help but be convinced of the need to innovate. Brand innovation (product - societal), commercial innovation, organisational innovation, in-store innovation... and innovation in the conduct of consumer research! 😉 ... it's a necessity. Innovation is the lifeblood of [...].
Marketing research: what 2019 holds in store...
The beginning of the year is often a time for taking stock, and it's clear that our profession as insight hunters is evolving, thanks to new methodologies and, above all, new combinations of methodologies that make us even sharper at deciphering information. By taking a step back from the assignments we have carried out over the last few [...]
Meeting the expectations of your model customer is not enough
When it comes to social media, a negative customer experience is now a disaster ... in other words, a 'bad buzz' in modern jargon. The latest victim is Monoprix, which managed the feat of refusing access to one of its shops to a blind man ... or rather his dog, in total breach of the law.
