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.
INTERVIEW OF Mark van Iterson on HEINEKEN POP-UP CITY LOUNGE
By Pierre-Nicolas Schwab •
BestPopUpStores : can you present us your company ? Mark van Iterson : Heineken is the world’s 3rd largest brewer, with the iconic Heineken brand as flagship. The Heineken brand is available in almost all countries of the world, and sets itself…
Seniors at work : why does our Society care so little ?
By Pierre-Nicolas Schwab •
Recently a acquaintance of mine got fired at the age of 61. He had been fighting this decision for months and finally accepted his fate. With much sadness he slowly got convinced that he had become useless and left the…
Interview of Lara Oliveras on the Zytto Socks pop-up store in Barcelona
By Pierre-Nicolas Schwab •
BestPopUpStores : can you present us your company ? Lara Oliveras : Zytto Socks is one of the first incubator projects for different online shops created by Marc Vidal (@marcvidal) and Lara Oliveras (@laraoliveras), thus generating an entire ecommerce ecosystem using…
Interview of Robert Thiemann on the Frame pop-up shop
By Pierre-Nicolas Schwab •
BestPopUpStores : can you present us your company ? Robert Thiemann : Frame Publishers is a multi-platform media company specializing in high-end publications for a global audience of creative professionals. Most well-known are our magazines: Frame (on design and interiors), Mark…
Alain Milliat: interview of a successful entrepreneur
By Pierre-Nicolas Schwab •
Today we inaugurate a new article format. We wanted to give a voice to people that we hear too little in our opinion: successful entrepreneurs who have managed to master the difficulties of entrepreneurship and have grown their businesses. Besides…
How to prepare a questionnaire for qualitative research
By Pierre-Nicolas Schwab •
[caption id="attachment_41932" align="alignright" width="470"] Our guide to market research can be downloaded free of charge[/caption] Qualitative research is what we consider the first real technical step of market research. The qualitative questionnaire(also called interview guide) is instrumental for the success…
Naked Wines: great service and amazing customer experience
By Pierre-Nicolas Schwab •
We are always looking for the greatest customer experience on earth, service quality that will move you to the highest levels of loyalty. We found a new amazing example in the UK in the e-commerce industry : Naked Wines. Read…
France and Belgium : two countries lacking a culture for customer orientation
By Pierre-Nicolas Schwab •
In a very inspiring article (in French) Frederic Klotz, former community manager of Rue du Commerce, describes all the problems an e-customer can face in France (don't hesitate to read the interview Frederic gave us last year). He describes the lack…
If you want your mobile app to be a success, don’t follow this example
By Pierre-Nicolas Schwab •
Digital marketing and in particular the role played my mobile apps is crucial. Who would dare saying that it’s not. Yet many firms don’t know how to articulate their digital strategies and in particular how to design successful mobile applications.…
3D printed photo figurines: a winner-takes-all market ?
By Pierre-Nicolas Schwab •
3d printing is hot. New applications pop up every day and we even saw last week a 3D printer that was 3D printed. One thing is sure. With each day that passes, the appearance of 3D printed objects will come…
Make your ads more effective with this very simple tip
By Pierre-Nicolas Schwab •
I’m more and more interested in media and advertising and have recently read a lot to better understand consumer behavior when faced with advertisements. Today I’d like to offer you a lesson taught by researchers using eye-tracking to understand consumers’…
How news consumption is influenced by the introduction of mobile apps
By Pierre-Nicolas Schwab •
As everyone knows the rise of digital technology has changed completely media consumption. Traditional media have lost market share and news consumption has shifted to mobile content. The very business model of traditional media is at stake and the need…
Belgian railways CEO attacks bad results of satisfaction survey
By Pierre-Nicolas Schwab •
Trains’ punctuality is a strong indicator of customer (dis)satisfaction whatever the country. In countries where trains are still operated by public organizations (France, Germany, Belgium, …) operational objectives are usually set by the State to guarantee that efforts are put…
Free open innovation event in Brussels
By Pierre-Nicolas Schwab •
it’s my pleasure to announce that a free open innovation event will be organized next week in Brussels. The presentation will be held on 11 Feb at ICAB (New Technology incubator) where the offices of IntoTheMinds are located (rue des…
Vuitton creates once again attractive store windows
By Pierre-Nicolas Schwab •
Louis Vuitton is an example for all retailers in terms of store windows design. You may remember what we called the most beautiful store windows in the world, displaying golden dinosaurs on the Champs-Elysees. The LVMH teams work not only…
How will advertising look like in the future ?
By Pierre-Nicolas Schwab •
A film producer came to my office the other day and wanted to interview me on the evolution of advertising. At first sight it seemed pretty odd to interview a marketer to get insight about advertising, but drew eventually some…
iDTGVMax: What is the hidden agenda of the French railways?
By Pierre-Nicolas Schwab •
The French railways company (SNCF : Société Nationale des Chemins de Fer) made the news this week when it announced the launch for an unlimited offer with its iDTGV. For 59.99€ per month, travelers would be allowed to take online…
How to get back in touch with dissatisfied mobile app users
By Pierre-Nicolas Schwab •
In the last 10 years we have been in touch with many companies conducting satisfaction surveys. One thing surprised us. In many cases, these results were used for reporting purposes to the management but were not used to actually improve…
Sharing Economy : a new form of exploitation ?
By Pierre-Nicolas Schwab •
I got a call last week from the TV : they wanted to know more about the sharing economy for a forthcoming broadcast and discuss in particular what it could change in our Society. After 1 hour of discussion I…
Data Mining : a concrete example for SME’s
By Pierre-Nicolas Schwab •
In 2015 one of the topics we would like to discuss more often on this blog is data mining. You have all heard about Big Data, data mining, business intelligence ; but what those terms really cover remains mysterious for…
Sony launches underwater ‘Xperia Aquatech’ pop-up store in Dubai
By Pierre-Nicolas Schwab •
Japanese brand Sony innovates again by opening its Aquatech Store Xperia. The futuristic aquatic concept store is located four meters under the sea, in the The World Islands off the coast of Dubai. The pop-up store launched on December 3, 2014. Its…
Innovation & Design Thinking: 3 secrets to generate better ideas
By Pierre-Nicolas Schwab •
You know I’m a big fan of design thinking. I’ve carried out many sessions and ideas have popped up that I’m sure, would never have come to mind with Design Thinking. As you know Design Thinking is a real methodology…
Merchandising effect around Charlie Hebdo threatens brands
By Pierre-Nicolas Schwab •
The wave of emotion following the attacks of Paris led to a very strange marketing phenomenon : people tried to sell stuffs related to Charlie Hebdo popped up online and offline to profit from the worldwide press coverage the event…
Where is this crazy Society going to?
By Pierre-Nicolas Schwab •
I started 2015 with a blog post about Love. Only 48 hours after that blog was published the attacks in Paris began. I must admit I felt so desperate when it all started on Jan, 7th that I just had…
