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.
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…
How to do market research in a B2C setting?
By Pierre-Nicolas Schwab •
The purpose of this article is to present the ins and outs of B2C market research with a particular focus on the methods used and the difficulties expected. While in our online market research guide, we have discussed all the…
Thoughts on the future: these 3 factors will guarantee your employability
By Pierre-Nicolas Schwab •
At the end of 2018, I have taken the time to rest my mind and contemplate what 2019 and the following years will hold. The Christmas period now seems to be the only annual reprieve to do a little forward-thinking,…
Media Fast Forward: conference on news and algorithms
By Pierre-Nicolas Schwab •
Participating at conferences has the positive aspect that you force your capacity to be astonished, you confront new subjects and meet new people. The "Media Fast Forward" event organised on 14 December 2018 by the VRT (the Belgian Dutch-speaking public…
How do users behave when they can control the Spotify interface
By Pierre-Nicolas Schwab •
At the RecSys 2018 conference an interesting piece of research was presented by Yucheng Jin (University of Leuven), Nava Tintarev (TU Delft), Katrien Verbert (KU Leuven). Their paper, entitled "Effects of Personal Characteristics on the Music Recommender with Different Controllability" explores…
WeMaintain : this startup disrupts the market of elevator maintenance
By Pierre-Nicolas Schwab •
BFM Académie, the first contest for new business creators on radio and television, is now in its 13th edition and this year, it is Jade Francine, creator of WeMaintain, an elevator maintenance company, who is the winner. Its slogan is…
Mixed research methods for the analysis of recommendation algorithms
By Pierre-Nicolas Schwab •
The first day of the RecSys 2018 conference was dedicated to tutorials. One of them was assigned to mixed methods for evaluating user satisfaction. It was organised by a team of Spotify researchers (Jean Garcia-Gathright, Christine Hosey, Brian St. Thomas,…
This Delhaize supermarket has been turned into an Urban Art temple
By Pierre-Nicolas Schwab •
What can be done with an abandoned supermarket? A temple of urban art? In any case, this is what Alexandra Lambert and Fred Atax of the Strokar association, who initiated the artistic project around a former supermarket in Brussels, asked…
