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.
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…
Market research: who are the customers of ride-hailing applications?
By Pierre-Nicolas Schwab •
Travel options are changing, and many American consumers' habits are also changing. 10 years after the creation of Uber, what is the status of private transport and ride-hailing applications? Who uses this type of application, how and why? In this…
Tribute to Karl Lagerfeld, an outstanding artist and a marketing genius
By Pierre-Nicolas Schwab •
Karl Lagerfeld is no longer with us. A fashion genius, he was also an extraordinary multi-talented and accomplished artist whose many facets were reflected in his artistic practices. The first paradox for this man who did not claim to be…
Correcteo transforms a niche market into a business opportunity
By Pierre-Nicolas Schwab •
The exercise of preparing a final thesis can be a complex task for a student. It is with a view to supporting them that Quentin Demey created Correcteo, a platform that allows students to receive the support they need to…
Interactive showcases: the innovative tool that retailers have always dreamed of?
By Pierre-Nicolas Schwab •
The creation of attractive storefronts is an integral part of the marketing plan in the retail sector. In the digital age, retailers are moving towards interactive displays. Storefronts that adapt to their environment and create interaction with this environment while…
Smart speakers : powerful trend or next technological disillusion?
By Pierre-Nicolas Schwab •
Everybody is talking about smart speakers. I know people who have one. Yet I always wondered what kind of value smart speakers can bring. Reflecting on my own behaviour I couldn't picture myself talking to my smartphone and I wondered:…
Online questionnaires in market research: beware of convenience samples
By Pierre-Nicolas Schwab •
We have recently devoted an article to the mistakes that should not be made when carrying out online market research (what is commonly called an online "survey"). One of these errors was the use of a convenience sample. In today's…
Customer satisfaction : Bpost Bank makes basic marketing mistakes
By Pierre-Nicolas Schwab •
Admittedly, interest rates are at their lowest. Certainly, the savings of Belgians have never been so high. Indeed, the banking sector is under pressure. And yes, bpost is not doing well. But is it really enough to explain that Bpost…
CoCasse vegetable tablets: a surprizing food innovation
By Pierre-Nicolas Schwab •
It was during our active monitoring of the marketing campaign at SIAL 2018 that we discovered CoCasse, one of the candidates for the SIAL Innovation Awards, which presented a product never before seen: a vegetable concentrate in the form of…
French media to launch unique ID initiative to fight Facebook Connect back
By Pierre-Nicolas Schwab •
10 french media groups just announced that they will be launching a shared ID service aiming at making users' life easier. The idea is to allow user to have a single account (email address, password) to access all media websites.…
Marketing research : purchase drivers of luxury iconic products
By Pierre-Nicolas Schwab •
An interesting piece of marketing research was presented on the last day of the International Marketing Trends conference that took place in Venice from 17 to 19 January 2019. The research was carried out by a team of 4 researchers…
Voitto, an artificial intelligence with a heart
By Pierre-Nicolas Schwab •
Technology is often a source of fears for some people, especially those who think their jobs may be threatened by technological progress. Throughout centuries, there are many examples of such fears, sometimes leading to revolts, for instance the Luddites movement…
Tediber, the success story of a Digital Native Vertical Brand (DNVB)
By Pierre-Nicolas Schwab •
Tediber, founded by Julien Sylvain, is a company whose particularity is to sell on the Internet an object whose marketing was until now the exclusive preserve of "permanent" shops: the mattress. A native digital actor, Tediber has just opened a…
Homestamp, a blockchain-based mobile application by Immoweb
By Pierre-Nicolas Schwab •
As part of our marketing and technological surveillance, we are now interested in a mobile application launched by Immoweb, Belgium's leading platform on the real estate market. This application, called Homestamp, has the particularity of using blockchain technology. The purpose…
Facebook’s hidden strategy to increase your addiction
By Pierre-Nicolas Schwab •
As part of my good resolutions for 2019 I decided to further reduce my use of social networks which take my precious time away. Banning Facebook during the month of January was my first step to achieve my objectives. To…
10 mistakes to avoid in your online survey
By Pierre-Nicolas Schwab •
An online survey is an essential part of any proper market research. While it has become much easier thanks to the Internet to carry out a quantitative survey than it was 20 years ago (the blessed time of paper questionnaires!),…
What are the differences between B2B market research and B2C market research
By Pierre-Nicolas Schwab •
We have just devoted two very detailed articles to B2C market research (see here) and B2B market research (see here). Aware that all the information will probably be confusing to assimilate all at once, we have prepared a concise overview…
How to conduct market research in B2B?
By Pierre-Nicolas Schwab •
[caption id="attachment_41913" align="alignright" width="250"] Download our free guide to B2B market research[/caption] B2B market research (one of our specialities) has some notable features when compared to B2C market research (see the full article we have devoted to B2C here). As…
