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 : evolution of food purchasing behaviors on the French market
By Pierre-Nicolas Schwab •
What are the significant trends in the food market? What is consumed, and how? In this article, we return to the evolutions of this market. Discover also the prospective study that we carried out on the future of the retail…
3 key principles to follow for your good customer satisfaction surveys
By Pierre-Nicolas Schwab •
I hear companies claiming they have x% or y% of customer satisfaction, proudly claiming Net Promoter Score (NPS) of so much and that many returning customers. While these figures seem great at first sight, this doesn't tell us much. Read…
How Big Data will influence the future of advertising
By Pierre-Nicolas Schwab •
"What is the impact of Big Data on online advertising" is the question I was asked to answer on the occasion of an EGTA (European Group of Television Advertising) workshop that took place on 29 and 30 June 2017 in…
How has our blog audience evolved in the first half 2017
By Pierre-Nicolas Schwab •
More than ever this blog is a therapy and a discipline. It forces me to read a lot, from various sources and to reflect on how I can integrate this knowledge in my daily marketing practices (for more information on…
French President Macron listens to his customers
By Pierre-Nicolas Schwab •
We discussed in our latest article why CEO's and top executives should talk directly to customers (especially in B2C) to understand problems with their products and services and help them find remedies to customer dissatisfaction. If you follow French politics…
How to use single-sign-on in retail to improve customer experience
By Pierre-Nicolas Schwab •
I recently gave a speech on identity management and GDPR at the Gigya Identified 2017 conference in London. There I had the opportunity to listen to another Julien Marlot who is the head of digital activities at Unibail. Unibail-Rodamco is…
Big Data and ethics : how visualization can screw it up
By Pierre-Nicolas Schwab •
Following our first article on the Big Data and Ethics meetup organized at Digityser on 15 June 2017, we'd like to cover today another very interesting presentation by Leenke De Donder. Lenke dealt with an aspect the importance of which…
Airlines loyalty programs : different countries, different benefits
By Pierre-Nicolas Schwab •
Loyalty cards have been an important innovation when it comes to increase customer loyalty. It ll started with American Airlines and the least we can say is that the airline industry is the one which has probably pushed the concept…
The right to failure doesn’t exist with artificial intelligence. This is terrible.
By Pierre-Nicolas Schwab •
Artificial intelligence, algorithms based on machine learning, have turned our lives into one of efficiency where failure doesn't exist anymore. For algorithms an error doesn't exist ; it's just a prediction that hasn't worked because of missing data points. This…
Moncler and DKV don’t care about customer complaints
By Pierre-Nicolas Schwab •
Who said big companies are customer-centric and focused on customer satisfaction ? Besides firms which tweak their satisfaction surveys to obtain better results (see the example of Belfius), others simply seem to ignore the basic principles that ensure satisfied customers.…
Big Data and Ethics : first sucessful meetup at DigitYser in Brussels
By Pierre-Nicolas Schwab •
On 15 June 2017 my friend Philippe Van Impe gave me the opportunity to organize the first meetup in his newly opened Big Data temple in Brussels : DigitYser. And what a success ! The topic of this first Meetup…
Facebook doesn’t tell you really why you get targeted advertising
By Pierre-Nicolas Schwab •
In the data world, the topics of transparency, privacy and ethics are more and more discussed. As we predicted a year ago, this may well be the next revolution in data science. We ran an experiment to understand the level…
GDPR : what does data portability really mean ?
By Pierre-Nicolas Schwab •
The General Data Protection Regulation (GDPR) enforces the concept of data portability. What it means remains however opaque for most of us as the concept behind data portability can't be easily applied and doesn't really correspond to any expressed or…
Ugly vegetables look more natural and give stores a better image
By Pierre-Nicolas Schwab •
Consumers perceive "ugly", misshappen vegetables, as more natural. Moreover communication campaigns promoting these "abnormal" products benefit also the stores , such campaign convey indeed a positive image in the minds of the customers. Those are the results of a study…
New Twitter conditions give you a glimpse into how and which personal data collected
By Pierre-Nicolas Schwab •
On 20 May 2017 Twitter sent an email to its users announcing that new terms and conditions apply. These changes largely apply to data usage, personalization and targeted advertising. One can't really say it's a revolution, but at least it's…
Personalized car insurance has unexpected effects on customers behaviors
By Pierre-Nicolas Schwab •
A recent article in a French magazine sheds light on progresses made by insurance company Allianz in the field of personalized car insurance. Like many other firms in the field, Allianz believes in the usefulness of telematic units (black boxes)…
Customer loyalty : 3 sets of KPI’s that should become your priorities
By Pierre-Nicolas Schwab •
My good friend Christian Barbaray published an article (in French) where he listed the KPI's that firms most commonly monitor. He split them in 3 categories ("global", "asquisition", "loyalty") and concluded that firms on average monitor 11 KPI's. What I…
Youtube recommendations : user experience and algorithmes better than ever
By Pierre-Nicolas Schwab •
If you are addicated to YouTube, chances are high their recommendation systems play an important role in your addiction. Our deep interest in recommendation engines and algorithms makes us naturally gravitate towards the YouTube app to assess their latest developments.…
Amazon’s new business move will lock customers further
By Pierre-Nicolas Schwab •
Amazon looks to me as one of the most innovative companies in the world, far more innovative actually that any of the electronics giants out there which have done poorly at inventing any real breakthrough innovation for the last 10…
4 hints to avoid your customer satisfaction survey from failing
By Pierre-Nicolas Schwab •
In our latest article we discuss the Goodhart's law and what it meant for customer satisfaction measurement. In short, if satisfaction scores become a company's objectives, the likelihood is high that results will be biased. Contact us for your B2B…
How the Goodhart’s law makes customer satisfaction surveys fail
By Pierre-Nicolas Schwab •
“When a measure becomes a target, it ceases to be a good measure.”. This is the Goodhart's law and it explains in my opinion why why an awful lot customer satisfaction measures fail. Let me take two concrete examples that…
Interview of Edward Vizard on implementing Pay-What-You-Want at Garçonne & Chérubin
By Pierre-Nicolas Schwab •
A few weeks ago we discussed an interesting, yet rather unusual, pricing scheme in the retail sector applied by e-merchant Garçonne & Cherubin : the Pay-What-You-Want system. We discuss today the experience of Edward Vizard, founder of Garçonne & Chérubin, on this…
Ford builds trust and satisfaction with the Ford video check
By Pierre-Nicolas Schwab •
Ford is currently rolling out a new digital tool that will help build trust and enhance customer satisfaction : the Ford video check. We tested it and it's just amazing. Read further to see how Ford is transforming the car…
Education : machine learning for better learning
By Pierre-Nicolas Schwab •
Among the really exciting application of machine learning, there is one that fascinates me : machine learning in the classroom. Recently some very exciting applications have been described to use algorithms to enhance the quality of education and make children…
