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.
Qualitative studies: The Critical Incident Technique
By Pierre-Nicolas Schwab •
After having explained how open-ended and closed-ended questions work and the contexts in which they are applied, we return in this article to the Critical Incident Technique as part of market research, using the Sage Encyclopedia on methods for qualitative…
World Packaging Organisation: our eye on the Awards
By Pierre-Nicolas Schwab •
The well-known World Packaging Organisation (WPO) will announce the winners of the World-Star Packaging Awards 2019 next month, on the 15th of May. Considering the role of packaging on purchase decisions, we have chosen some of the finalists and analysed…
Hospitality: why it’s important to answer online customer reviews
By Pierre-Nicolas Schwab •
Social media is an unmissable way to connect customers and firms. It has also become a privileged channel to raise complaints and engage in positive and negative word-of-mouth. In today's article we propose to analyse one aspect of electronic word-of-mouth…
Qualitative research: open-ended and closed-ended questions
By Pierre-Nicolas Schwab •
[caption id="attachment_41932" align="alignright" width="470"] Our guide to market research can be downloaded free of charge[/caption] From a very young age, we have been taught what open-ended, and closed-ended questions are. How are these terms applied to qualitative research methods, and…
SEO 2019: A look at the fundamentals
By Pierre-Nicolas Schwab •
Having recently attended a conference focusing on SEO, I thought it very appropriate to share with you the lessons to be learned for 2019. This article will detail the points raised by the various speakers who shared their knowledge of…
Find & Order turns ‘Picking’ into child’s play
By Pierre-Nicolas Schwab •
We have interviewed Arthur Guelton, co-founder of Find & Order, an indoor guidance solution for retail and supply chain businesses. In this article, we return to the creation and characteristics of this pioneering application. Summary Find & Order at a…
Music streaming: the primary source of income for the music industries
By Pierre-Nicolas Schwab •
While the sales physical formats are suffering, the SNEP (National Union of Phonographic Publishing) report reveals that only the sales of vinyl’s are on the rise in France, attracting consumers to their vintage and authentic side. More and more music…
How to turn a crazy idea into reality: Savour Histoires de Gourmets, our interview with Jérôme Fourest
By Pierre-Nicolas Schwab •
After having analysed the creation of the Savour Histoires de Gourmets boutique in Vichy, a shop resulting from the association of 3 French brands (Comtesse du Barry, Nicolas, De Neuville), we interviewed Jérôme Fourest, General Manager at Comtesse du Barry,…
Marketing research: the 4 dimensions of online customer experience
By Pierre-Nicolas Schwab •
There is a lot of debate around the definition of customer experience. Despite intense marketing research there is for instance still no valid scale to measure it. Seeing a paper on online customer experiences published in the Journal of Marketing…
Ryanair: can provocation pay on the long-term?
By Pierre-Nicolas Schwab •
It has been a long time (3 years to be exact) since I had travelled on Ryanair. Not having been particularly attracted by the customer experience I have avoided this company as much as possible, but last weekend it was…
Smart bottles, from health to marketing
By Pierre-Nicolas Schwab •
Objects connected to a Network are becoming more and more common in our daily lives. In this article, we will discuss some initiatives concerning smart bottles. Contact us for your B2B market research Summary Drink more water thanks to smart…
Technology and artificial intelligence in retail
By Pierre-Nicolas Schwab •
We have recently talked about the role of artificial intelligence in games and the arts, but what about retail? Following our conference on the impact of artificial intelligence in the media, retail and insurance sectors, we return in this article…
The effects of ad frequency and recency on click-through-rate (CTR)
By Pierre-Nicolas Schwab •
Less is more. This could be the conclusion of a recent marketing research study on online advertising published in the IJRM (International Journal of Research in Marketing ; see references at the end of this article). The authors, Steffen Försch…
10753 views on Linkedin : how much traffic on our website ?
By Pierre-Nicolas Schwab •
I'm about to bust a myth : popularity on social media is not the key to drive traffic to your website. As you probably know I've been blogging for 12 years and have published some 3500 articles so far. Some…
Artificial intelligence: partner or substitute for the performing arts?
By Pierre-Nicolas Schwab •
Many platforms already use artificial intelligence to make personalised recommendations to their users - such as Netflix, Spotify, or the start-up Le Styliste recently discussed on this blog. Today, however, AIs are no longer merely analysing and suggesting but are…
Media research : 4 data journalism projects worth knowing
By Pierre-Nicolas Schwab •
As part of the Big Data Initiative (which I'm chairing) of the European Broadcasting Union, a conference was organized on 26 and 27 February 2019 in Munich to discuss the latest members' projects in the field of data journalism. Although…
Le Styliste: the conversational assistant who advises you in your shopping
By Pierre-Nicolas Schwab •
We recently interviewed Samuel Sadoun, CEO of start-up Le Styliste, who has created a conversational assistant that advises and guides consumers in their online purchases by providing them with stylistic recommendations adapted to their profile. A new online way of…
Cars will be the next theatres: the upcoming media revolution
By Pierre-Nicolas Schwab •
How will media entertainment look like in 10 years from now ? How will autonomous vehicles transform our in-car experience and drive our need for media entertainment ? I attended a presentation given by Michael Zink, a Vice President at…
Retail marketing strategy: Nicolas, Comtesse du Barry and de Neuville join forces
By Pierre-Nicolas Schwab •
In the age of the digitalisation of markets, many consumers are turning to e-commerce, sometimes undermining local shops, which are particularly affected by the phenomenon of showrooming. In response, retailers are increasingly redesigning their marketing strategy to maintain their share…
Audi e-tron : a track to test it at Munich airport
By Pierre-Nicolas Schwab •
The new Audi e-tron is the first 100% electric SUV of the Ingolstadt-based brand. It's quite unique and competes head-to-head with the new Jaguar i-Pace (which just got the prize of Car of the Year 2019). Audi promoted its new…
Artificial intelligence: a new opponent of reference in the gaming world
By Pierre-Nicolas Schwab •
Artificial intelligence, algorithms, are now an integral part of our daily lives. They play a role in various fields, which do not always have an obvious link with IT. Indeed, artificial intelligence (AI) is applied in many areas such as…
Impact of artificial intelligence in the retail, media and insurance sectors
By Pierre-Nicolas Schwab •
On the invitation of Philippe Warzée, editor-in-chief of Pub.be, I was pleased to present my latest thoughts on the impact of artificial intelligence in the media, retail and insurance sectors. The presentation started with a brief historical overview of recommendation…
Delhaize Fresh Atelier: analysis of a retail concept and new openings
By Pierre-Nicolas Schwab •
In November 2018, the Ravenstein Gallery, near Brussels Central Station, saw the emergence of the new retail concept of Delhaize, the Belgian mass retail company belonging to the Ahold group, called "Fresh Atelier". The city of Louvain (Leuven) has also…
What are the habits related to money withdrawals in Europe?
By Pierre-Nicolas Schwab •
Withdrawals of money from ATMs are, for many Europeans, the most efficient way to obtain cash. Recent events with the Bpost Bank in Belgium prove that consumers are very attached to their money habits. This article aims to understand the…
