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.
AI enriches the experience of visitors to the Alechinsky exhibition
By Pierre-Nicolas Schwab •
In a context where the Covid crisis severely impacts culture, it is more important than ever to build visitor loyalty. I had proposed different ways to improve the customer experience in museums, and today I suggest discovering an initiative of the Royal…
The interest of eye tracking in the retail sector [Guide 2021].
By Pierre-Nicolas Schwab •
Eye tracking is a technique used in the marketing field since the 1980s. It allows optimizing advertisements and packaging design and naturally finds its main applications in the retail sector. Eye tracking allows piercing some of the mysteries surrounding consumers' purchasing…
Why the giants of the luxury sector are joining forces in the Aura Blockchain [Analysis]
By Pierre-Nicolas Schwab •
LVMH, Prada, and Richemont have announced the creation of the Aura Blockchain consortium. This alliance in the blockchain meets 3 strategic objectives: the fight against counterfeiting tracking luxury goods sold on second-hand platforms the will to maintain a relationship with the successive…
LG’s failed differentiation strategy in 3 examples [Analysis]
By Pierre-Nicolas Schwab •
LG's recent exit from the smartphone business provides an interesting illustration of the importance of strategic choices in the differentiation strategy. LG was a highly innovative smartphone business and yet was unable to make a mark in the market. Its market share…
94% customer satisfaction rate at Axa … not very realistic
By Pierre-Nicolas Schwab •
The satisfaction rate is an obsession of banks and insurance companies. Why is this? Because their profitability is directly linked to it. When customer satisfaction becomes a commercial argument, the temptation is great to say anything. So, when Thomas Buberl, Axa's CEO,…
The place of data wrangling in the data value cycle
By Pierre-Nicolas Schwab •
In the world of data, data wrangling is a bit of a buzzword these days. We have already proposed a general overview here. In today's article, we explain it in more detail and position data wrangling within the data value cycle. Summary…
Excel dominates the business world… and that’s not about to change
By Pierre-Nicolas Schwab •
Few brands have a 100% penetration rate. Microsoft is one of them. Even better, one of its products, Microsoft Excel, is used by 99.99% of the world's businesses. Microsoft Excel is everywhere. Can't stand it anymore? Well, you're going to have…
Will wine in cans be as successful as the Bag-in-Box?
By Pierre-Nicolas Schwab •
Will wine in cans be the next trendy format? In the current context, nothing is impossible. The Covid crisis is changing habits, and a design like the Bag-in-Box (BIB) now accounts for half of all sales. Why shouldn't wine in cans follow…
8 store formats that will shape the future of retail
By Pierre-Nicolas Schwab •
What are the new forms of retail that will dominate the next 10 years? Which ones will emerge, and which ones will become permanent? In this article, I propose to project ourselves to after the Covid crisis and see 8 store formats…
Covid: The catering industry soon to be transformed by dark kitchens
By Pierre-Nicolas Schwab •
For months now, restaurants have been closed because of Covid. Months during which consumers have had time to adopt new habits, including ordering takeaway food. The takeaway will represent 20% of the sector's turnover and generate up to 10.3 billion…
Wine: increase in purchases and domination of bag-in-box [Market research]
By Pierre-Nicolas Schwab •
2020 will have been a very atypical year. Market Research on the wine market in France shows that the habits of the French have changed. Consumption has increased significantly, and Bag-in-Box (BIB) now represents almost half of the wine sales in supermarkets. In this…
The UK Data Ethics Framework Explained
By Pierre-Nicolas Schwab •
First published in June 2018, the Government’s Data Ethics Framework is another way of protecting our sensitive information in a data-driven world. The framework was then updated in September 2020 to be more extensive and to create more awareness of…
What are the different types of focus groups?
By Pierre-Nicolas Schwab •
It is a fact today that focus groups are probably THE most well-known market research technique. Several types of focus groups exist, which we will present to you in today's article. This will also be an opportunity to advise the best kind of…
Omie: a brand that advocates total price transparency
By Pierre-Nicolas Schwab •
Does the Covid crisis sound the awakening of consciences and the dawn of a new day in responsible consumption? In any case, I had the sensation of awakening after seeing the receipt of the online sales platform Omie, a ticket on which…
Data wrangling: definition, steps, tools [guide 2021]
By Pierre-Nicolas Schwab •
Data wrangling might sound like quite the intimidating tech term on the surface yet anyone can develop an understanding of this process with a little bit of time and effort. Data wrangling, also known as data munging, is part of…
ETL benchmark: how long does it take to process 1 billion lines?
By Pierre-Nicolas Schwab •
In a previous article, I highlighted the importance of processing speed when choosing a data preparation solution (ETL). I made a first benchmark between Alteryx, Tableau Prep, and Anatella on a file of 108 million lines. This time I repeated the operation…
19 Crimes: a stroke of marketing genius … often poorly imitated
By Pierre-Nicolas Schwab •
In 2018 the Australian group Treasury Wine Estates revolutionized the marketing of "mass market" wines. By introducing augmented reality with its "19 Crimes" wine, they turned the customer experience upside down, and sales of "19 Crimes" went from 4 million…
Data preparation: how to choose the right solution for your needs?
By Pierre-Nicolas Schwab •
I regularly use 4 data preparation solutions: Alteryx, Tableau Prep, Talend, and Anatella. The G2 benchmark lists no less than 40 of them. This article explains why the G2 benchmark is not necessarily relevant and what criteria to use to compare the ETL (Extract…
Content marketing: stop making excuses!
By Pierre-Nicolas Schwab •
Everyone is aware of the importance of content marketing. All the businesses I advise are firmly convinced of the need to attract customers (inbound marketing). Yet, a large majority of them do not produce content. So, what's the problem? With more than…
Bpost: what are the challenges facing the future CEO?
By Pierre-Nicolas Schwab •
The news just came out: Dirk Tirez will be the new CEO, a.i. of Bpost. He replaces Jean-Paul Van Avermaet, who was dismissed by the Belgian postal operator's board of directors. In this article, I dissect the figures, the legacy of…
Benchmark: which ETL to choose to handle large files?
By Pierre-Nicolas Schwab •
When it comes to data preparation, it is clear that a large part of the processes still takes place offline, with archives extracted from relational databases. And when these archives need to be manipulated by data engineers, it is essential to have…
Covid-19: why I have not ordered a take-away
By Pierre-Nicolas Schwab •
With the Covid crisis, one of the most impacted sectors has undoubtedly been the restaurant industry. Between restrictive measures and imposed closures, the only way out has been takeaway sales. Presented as a panacea, the takeaway has only been adopted by…
Inbound marketing: why your traffic is not an indicator of success
By Pierre-Nicolas Schwab •
Is your website traffic an indicator of inbound marketing success? Is it necessary to make thousands of views on YouTube to attract customers? In this article, I explain why my most effective content is the one that attracts the least visitors ("long-tail" strategy).…
Digital transformation: concept, models, and examples
By Pierre-Nicolas Schwab •
We hear a lot about it, but what is digital transformation all about? The digitalization of businesses and their practices allows us to respond to current challenges: collaboration (with the different entities of the structure, with suppliers, for example) awareness…
![Illustration of our post "The interest of eye tracking in the retail sector [Guide 2021]."](/blog/app/uploads/eye-tracking-store.jpg){kind=tracking}
![Illustration of our post "Why the giants of the luxury sector are joining forces in the Aura Blockchain [Analysis]"](/blog/app/uploads/blockchain.jpg)
![Illustration of our post "LG’s failed differentiation strategy in 3 examples [Analysis]"](/blog/app/uploads/LG-logo.jpg){kind=logo}
![Illustration of our post "Wine: increase in purchases and domination of bag-in-box [Market research]"](/blog/app/uploads/vin-supermarche-wine-supermarket.jpg)
