Market research news

The blog of the market research agency IntoTheminds lists opinionated articles, examples of alignment with marketing theory, highlights and bad buzz, carefully selected by Pierre-Nicolas Schwab, his team and influential experts.

ChatGPT: 1000 texts analyzed and up to 75,3% similarity
By Pierre-Nicolas Schwab •16 february 2023
Is every answer generated by ChatGPT unique? Or are we overestimating its ability to produce different texts? This is the question I asked myself after analyzing 1000 texts produced by ChatGPT. I compared the similarity between 1,000,000 pairs of texts…
- Data & IT
- Research
Lead scoring: its 4 benefits on sales performance
By Pierre-Nicolas Schwab •15 february 2023
Lead scoring proposes a different approach to customer acquisition. This method detects the proximity of a brand's prospects to the act of buying. It focuses on the "best" potential customers: this classification greatly simplifies lead management. Thanks to recognized scientific…
- Strategy
Early retirement: what do the French think? [Survey 2023]
By Pierre-Nicolas Schwab •13 february 2023
IntoTheMinds has carried out a survey of 2000 people in 4 different countries on early retirement. In this first article, we reveal the results for France. We want to isolate this country because of the strikes currently agitating the country…
- Misc.
Customer Lifetime Value: definition, calculation, and an example
By Pierre-Nicolas Schwab •10 february 2023
The Customer Lifetime Value (or CLV) is one of the best indicators to determine the value of a customer. It is very interesting to find the most profitable elements of its customer base. Nevertheless, the definitions of the concept differ…
- Marketing
Sensory marketing: definition, advantages and use [Guide 2023]
By Pierre-Nicolas Schwab •9 february 2023
Sensory marketing is about customer behavior. For advertisers, it stimulates customers' brain activity to generate positive feelings towards a product. It is a fascinating subject, as it teaches us so much about the psychology and meaning of advertising messages. In…
- Marketing
Referral marketing: definition, advantages, and strategic guidelines
By Pierre-Nicolas Schwab •8 february 2023
Referral marketing relies on a brand's existing customer base to increase its number of prospects. Companies identify their best "referrers" and encourage them to spread positive messages about their offer. This practice of word-of-mouth, under the influence of brands, is…
- Marketing
Stream your cooking with the Samsung connected oven: so useless
By Pierre-Nicolas Schwab •7 february 2023
Samsung introduced a connected oven poetically named Bespoke AI™ Oven at CES in Las Vegas in 2023. Equipped with a camera, it allows you, among other things, to broadcast live the cooking of your favorite dishes. This innovation forces me…
- Marketing
Shrinkflation: 4 strategies for brands to increase their profit margins
By Pierre-Nicolas Schwab •6 february 2023
The current period of inflation has anchored a word in the minds of all customers: Shrinkflation. Our analysis shows that 4 distinct tactics are followed by brands wanting to increase their prices without losing customers (the 3rd one is incredible).…
- Strategy
7 examples of viral marketing that have made the rounds on the web!
By Pierre-Nicolas Schwab •3 february 2023
Viral marketing is based on the massive propagation of content produced by a brand. It is a method that lends itself well to sporting events, just like ambush marketing. Moreover, it effectively promotes consumer goods and strengthens branding. But what…
- Marketing
How algorithms (and Tik Tok) influence content creation
By Pierre-Nicolas Schwab •2 february 2023
Algorithms have been accused of locking us in a filter bubble. But I feel furious that they also cause a bubble in content creation. By highlighting certain content and making it popular, they encourage some people to imitate that content…
- Research
Direct marketing: definition, advantages, and strategic objectives
By Pierre-Nicolas Schwab •1 february 2023
Direct marketing aims at getting as close as possible to the customers. It solicits them to obtain immediate answers to a given situation. This process relies heavily on target marketing since its purpose is to deliver personalized messages. Its advantages…
- Marketing
Marketing online: the practices of companies in 2023
By Pierre-Nicolas Schwab •31 january 2023
Regarding online marketing, not all companies are at the top. Online is the Achilles heel of many of them, especially SMEs. The research we publish today provides a better understanding of online advertising and customer acquisition practices via social networks.…
- Research
Remarketing: definition, advantages, and strategies [Guide 2023]
By Pierre-Nicolas Schwab •30 january 2023
Remarketing promotes customer conversion by encouraging brands to review their marketing practices. It is different from other marketing strategies because it pushes for personalized targeting. In this sense, it is similar to account-based marketing because of its propensity to segment…
- Marketing
Account-based marketing: 3 advantages and 3 strategies to adopt
By Pierre-Nicolas Schwab •27 january 2023
Account-based marketing is an alternative way of targeting customers. Rather than designing campaigns for the majority, it prefers to base itself on key customers. Thus, it is a process that takes the personalization of the marketing message to the extreme.…
- Marketing
Visit and analysis of the Lacoste flasghip store on the Champs-Elysées
By Pierre-Nicolas Schwab •26 january 2023
The Lacoste flagship store opened in spring 2022 at 50 Avenue des Champs-Élysées in Paris. Lacoste occupies a commercial corner space that extends over 1600m². The whole universe of the crocodile brand has been reinvented with some interesting marketing innovations.…
- Marketing
M&M’s and wokism: analysis of the disappearance of the mascots
By Pierre-Nicolas Schwab •25 january 2023
M&M’s has just announced that it will withdraw its famous characters indefinitely. Accused of wokism by the American conservative right (Fox News), it is an important part of the "storytelling" of M&M's that disappears. These little characters that made the…
- Marketing
I kicked out a prestigious prospect, it was the right thing to do.
By Pierre-Nicolas Schwab •24 january 2023
Since 2021, the market research firm I manage has also proposed inbound marketing services. In the summer of 2021, we were approached by a well-known European institution as part of an even more well-known scientific program. The project's purpose was…
- Strategy
Marketing automation: definition, advantages, and platforms [Guide 2023]
By Pierre-Nicolas Schwab •23 january 2023
Marketing automation simplifies the life of brands. Its ability to relieve and strengthen companies' marketing and sales teams makes this process a must in sales prospecting. You need to use the right marketing automation platforms to implement it properly. MailChimp…
- Marketing
Expert opinion: the 4 main shortcomings of the Social Selling Index
By Pierre-Nicolas Schwab •20 january 2023
The Social Selling Index is a score developed by the platform to improve the performance of its users. It aims to increase their awareness, establish more professional relationships, or embellish their branding. However, it has often been questioned by the…
- Marketing
Shrinkflation and rationalization: the two sides of the same coin
By Pierre-Nicolas Schwab •19 january 2023
Shrinkflation is a phenomenon that has reappeared since the boom in inflation. A reduction in the quantity of products for the same price. But shrinkflation can also be more "sneaky." Some manufacturers change the recipes of their products and replace…
- Marketing
- Strategy
Street marketing: 3 tips and 3 famous campaigns
By Pierre-Nicolas Schwab •18 january 2023
Through street marketing, brands take over public space to promote their offer. Fundamentally open to everyone's creativity, this discipline has several fields of application. Examples are numerous to illustrate this. This article delimits the contours of this practice before providing…
- Marketing
Lead generation: company practices in 2023 [Research]
By Pierre-Nicolas Schwab •17 january 2023
Lead generation is one of the keys to business development. There are many ways to generate leads, and we wanted to understand what companies are doing in this area. We interviewed 500 managers in Europe and the US via a…
- Strategy
Data marketing: advantages, strategy, and examples [Guide 2023]
By Pierre-Nicolas Schwab •16 january 2023
Data marketing is a discipline that is becoming more and more important in companies. It provides a better understanding of the real motivations of users, but also of their consumption patterns. The data analysis it offers improves marketing strategies and…
- Marketing
Content marketing: benefits and strategic advice [Guide 2023]
By Pierre-Nicolas Schwab •13 january 2023
Content marketing is a major element of inbound marketing strategies. It allows brands to assert their online presence through frequent and impactful publications. Adaptable to your target audience, this type of marketing has many advantages. We list 4 of them…
- Strategy