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.
Trade marketing: advantages and strategic advice
By Pierre-Nicolas Schwab •
Trade marketing aims to build a relationship of trust between manufacturers and distributors. This practice has many benefits for companies, but also the consumer. Indeed, it encourages brands to design a better offer and propose a better customer experience. How…
Likert scale: 3 marketing advantages and 6 concrete examples
By Pierre-Nicolas Schwab •
The Likert scale is a methodology proposed by psychologist Rensis Likert. It consists of surveying a group of respondents according to a unidimensional system. In other words, we are trying to find out the opinion of a marketing target according…
Neuromarketing: definition, uses, and examples
By Pierre-Nicolas Schwab •
Neuromarketing includes a whole series of processes linking neurology and marketing activities. Its main ability is to translate brain signals into consumer behavior patterns. Thus, it has become essential to implement innovative advertising strategies. Major food companies such as Coca-Cola…
Christmas 2022: the trend towards savings [Survey]
By Pierre-Nicolas Schwab •
Christmas 2022 will be marked by inflation and savings. Households are planning to change some habits to cope with inflation and uncertainty. The surveys show 2 main changes: reduction of the "Christmas meal" budget (36% of French households) reduction of…
Astroturfing: definition and examples of opinion manipulation
By Pierre-Nicolas Schwab •
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…
Replacing animal proteins: a real trend or a marketing bubble?
By Pierre-Nicolas Schwab •
Replacing animal protein with plant-based equivalents in the diet was THE hot trend of 2022 in the food industry. We discussed plant-based meat in this article, but the dislike for animal protein was also evident elsewhere. Fish substitutes are also…
14 statistics to win the war for talent
By Pierre-Nicolas Schwab •
The French recruitment industry is in the midst of a fierce war for talent. Indeed, the talent shortage and the empowerment of candidates over employers will be universal phenomena in 2022. These are the conclusions of research conducted with 350…
Representative sample: criteria, size, pitfalls to avoid [Guide 2023]
By Pierre-Nicolas Schwab •
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…
7 buying motivations to boost your sales!
By Pierre-Nicolas Schwab •
Buying motivations drive us as customers. We all seek to satisfy something inside us before making a purchase. We may want to satisfy a sudden urge, please our loved ones, or play the security card. Thus, brands have a role…
Trigger marketing: definition, advantages and strategy [Guide 2023]
By Pierre-Nicolas Schwab •
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…
Qualitative research: definition, techniques, examples [Guide 2023].
By Pierre-Nicolas Schwab •
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…
What is ambush marketing? Is it really worth it?
By Pierre-Nicolas Schwab •
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…
What is cybersquatting, and how to protect against it?
By Pierre-Nicolas Schwab •
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…
Marketing 4.0: origins, advantages and advice
By Pierre-Nicolas Schwab •
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…
Activation marketing: definition, advice, and examples
By Pierre-Nicolas Schwab •
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?…
Streaming: the danger of price increases
By Pierre-Nicolas Schwab •
Inflation is not just about food and energy. Streaming services are also taking advantage of the period to raise their prices. Apple is the latest company to announce an increase in its streaming services (Apple TV+, Apple Music, Apple One).…
Wild posting: definition, analysis, examples [Guide 2022]
By Pierre-Nicolas Schwab •
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)…
Advocacy marketing: definition and examples
By Pierre-Nicolas Schwab •
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…
Ryanair: 5 examples of provocative PR stunts
By Pierre-Nicolas Schwab •
It is well known that Ryanair is synonymous with low cost in the minds of consumers. Its advertising motto could be "Say good, say bad, as long as you talk about me." With a communication budget reduced to the minimum,…
The food industry: less innovation, more streamlining
By Pierre-Nicolas Schwab •
The energy crisis and the inflation of raw materials are upsetting the food industry. Manufacturers are forced to review their strategies and streamline their offers. In supermarkets, 80% of the shelves have lost references, which rises to 89% in e-commerce.…
Oliba’s breakthrough in the beer market in 2022
By Pierre-Nicolas Schwab •
We continue our tour of the most innovative companies in the food sector with Oliba. This Spanish player in the beer market has developed a unique method for making these drinks. Pyrenean olives are what make their composition unique and…
DIONE: What does a good internationalization strategy look like?
By Pierre-Nicolas Schwab •
During our coverage of SIAL, we met several entrepreneurs who are redoubling their ingenuity in their internationalization strategy. Lithuanian ice cream producer DIONE is a shining example! First, the family-owned company developed largely on its territory before embarking on an inspiring international expansion.…
Food: marketing in search of “free”
By Pierre-Nicolas Schwab •
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…
Facebook responsible for 24% of mental health decline
By Pierre-Nicolas Schwab •
Social networks have revolutionized the use of the internet and relationships between humans. But they have also created many evils that are often overlooked. Research has just proven Facebook's negative impact on teenagers' mental health. Between 2008 and 2020, the percentage of…
![Illustration of our post "Christmas 2022: the trend towards savings [Survey]"](https://5cc2b83c.delivery.rocketcdn.me/app/uploads/noel-cadeaux-presents-1024x432.jpg)
![Illustration of our post "Representative sample: criteria, size, pitfalls to avoid [Guide 2023]"](https://5cc2b83c.delivery.rocketcdn.me/app/uploads/representative-sample-1024x576.jpg)
![Illustration of our post "Trigger marketing: definition, advantages and strategy [Guide 2023]"](https://5cc2b83c.delivery.rocketcdn.me/app/uploads/trigger-marketing-1024x680.jpg)
![Illustration of our post "Qualitative research: definition, techniques, examples [Guide 2023]."](https://5cc2b83c.delivery.rocketcdn.me/app/uploads/interview-qualitative-market-research.jpg)
![Illustration of our post "Wild posting: definition, analysis, examples [Guide 2022]"](https://5cc2b83c.delivery.rocketcdn.me/app/uploads/wild-posting-new-york-1024x683.jpg)
