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.
Customer Lifetime Value: definition, calculation, and an example
By Pierre-Nicolas Schwab •
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…
Sensory marketing: definition, advantages and use [Guide 2023]
By Pierre-Nicolas Schwab •
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…
Referral marketing: definition, advantages, and strategic guidelines
By Pierre-Nicolas Schwab •
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…
Stream your cooking with the Samsung connected oven: so useless
By Pierre-Nicolas Schwab •
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…
Shrinkflation: 4 strategies for brands to increase their profit margins
By Pierre-Nicolas Schwab •
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).…
7 examples of viral marketing that have made the rounds on the web!
By Pierre-Nicolas Schwab •
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…
How algorithms (and Tik Tok) influence content creation
By Pierre-Nicolas Schwab •
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…
Direct marketing: definition, advantages, and strategic objectives
By Pierre-Nicolas Schwab •
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 online: the practices of companies in 2023
By Pierre-Nicolas Schwab •
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.…
Remarketing: definition, advantages, and strategies [Guide 2023]
By Pierre-Nicolas Schwab •
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…
Account-based marketing: 3 advantages and 3 strategies to adopt
By Pierre-Nicolas Schwab •
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.…
Visit and analysis of the Lacoste flasghip store on the Champs-Elysées
By Pierre-Nicolas Schwab •
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.…
M&M’s and wokism: analysis of the disappearance of the mascots
By Pierre-Nicolas Schwab •
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…
I kicked out a prestigious prospect, it was the right thing to do.
By Pierre-Nicolas Schwab •
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…
Marketing automation: definition, advantages, and platforms [Guide 2023]
By Pierre-Nicolas Schwab •
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…
Expert opinion: the 4 main shortcomings of the Social Selling Index
By Pierre-Nicolas Schwab •
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…
Shrinkflation and rationalization: the two sides of the same coin
By Pierre-Nicolas Schwab •
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…
Street marketing: 3 tips and 3 famous campaigns
By Pierre-Nicolas Schwab •
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…
Lead generation: company practices in 2023 [Research]
By Pierre-Nicolas Schwab •
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…
Data marketing: advantages, strategy, and examples [Guide 2023]
By Pierre-Nicolas Schwab •
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…
Content marketing: benefits and strategic advice [Guide 2023]
By Pierre-Nicolas Schwab •
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…
Lead management: definition, advantages and strategy
By Pierre-Nicolas Schwab •
Among the different facets of marketing, lead management is an ideal solution to improve your conversion rate. It is based on "leads," i.e., potential customers, thanks to 3 main fields of action. With lead management, we accumulate leads, classify them,…
Omnichannel Marketing: why local retailers need to get on board
By Pierre-Nicolas Schwab •
Just before New Year's Eve, a well-known pastry chef with an excellent reputation had prepared a catalog of his productions. They were all more tempting than the others. However, this catalog shocked me and allowed me to publish a plea…
B2B2C: its 5 main advantages and 5 concrete examples
By Pierre-Nicolas Schwab •
The B2B2C approach of companies consists in bringing together companies and customers. It combines B2B and B2C players to develop marketing operations with multiple advantages. Brands use this method to create value, increase their notoriety or carry out economies of…
![Illustration of our post "Sensory marketing: definition, advantages and use [Guide 2023]"](/blog/app/uploads/sensory-marketing-banner-1024x853.jpg)
![Illustration of our post "Remarketing: definition, advantages, and strategies [Guide 2023]"](/blog/app/uploads/remarketing-1024x768.jpg)
![Illustration of our post "Marketing automation: definition, advantages, and platforms [Guide 2023]"](/blog/app/uploads/marketing-automation-1024x722.jpg)
![Illustration of our post "Lead generation: company practices in 2023 [Research]"](/blog/app/uploads/marketing-megaphone-banner-1024x536.jpg)
![Illustration of our post "Data marketing: advantages, strategy, and examples [Guide 2023]"](/blog/app/uploads/data-marketing-computer-1024x768.jpg)
![Illustration of our post "Content marketing: benefits and strategic advice [Guide 2023]"](/blog/app/uploads/content-marketing-1024x682.jpg)
