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.
Do you know Archiduchesse
By Pierre-Nicolas Schwab •
Just like Michel & Augustin (whom I’ll meet in a few weeks), Archiduchesse is also a brand that receives much attention currently thanks to its products, 100% Made in France men socks. Archiduchesse is a pretty good example of a…
Interview with Marc Alagem, CEO of Freedelity
By Pierre-Nicolas Schwab •
Freedelity is a company established in Brussels and which got pretty much press coverage this summer. Freedelity launched a service based on the electronic ID card used in Belgium; namely, Freedelity proposes to use the ID card as a loyalty…
Why sme’s go bankrupt
By Pierre-Nicolas Schwab •
Why SME's go bankrupt is a topic that fosters a lot of myths. I attended last week a workgroup at the University of Liege (Belgium) organized by entrepreneurship researchers from Aachen, Maastricht, Eindhoven, Hasselt (B) and Liege (B). Bankruptcies were…
Crédit Agricole: why I don’t understand their communication on Facebook
By Pierre-Nicolas Schwab •
After I published my post on Crédit Agricole, I got several comments (one of them from the Crédit Agricole itself) which call for a more detailed argumentation. Here are the main points of concerns I was dealing with in my…
Invent an identity: the case of Breguet’s watches
By Pierre-Nicolas Schwab •
At the heart of any success story is a great product ... and a great marketing. Forget about being successful if you have a less-than-average product. I keep reminding this to my clients. You won't make a successful brand if…
Cocreation lesson #5 : customer experience
By Pierre-Nicolas Schwab •
My review of 40 years of literature has shown that the word “experience” is used by many authors to illustrate co-creation processes. Prahalad & Ramaswamy (2000) called for «personalized experiences with the customers». Vargo and Lusch (2004) suggest that «experience…
How does Air France – KLM deal with customer’s satisfaction?
By Pierre-Nicolas Schwab •
After I blogged last week about Accor and the way they deal with satisfaction in their annual report, I thought it might be interesting to do the same exercise for another company. Researches based on the analysis of annual reports have…
The effects of word-of-mouth over time
By Pierre-Nicolas Schwab •
In this article, I propose to take a look at word-of-mouth, its effects, but also what causes it. You will also find an interview we conducted with one of the world's leading specialists in customer satisfaction. The effects of word-of-mouth…
And what if Ryanair was a model of customer experience management?
By Pierre-Nicolas Schwab •
And what if Ryanair was a model of customer experience management? This is the somewhat provocative opinion developed by Bruce Temkin on his blog "customer experience matters". His conclusion resonates as a meaningful message: "A bad customer experience does not…
Loyalty and customer satisfaction in online commerce
By Pierre-Nicolas Schwab •
A study by Taiwanese researchers recently caught my attention. It is studying the link between the online interface (that is, the website) and customer loyalty. Researchers have pointed out that while the satisfaction factor is considered one of the most…
An increadible experience: visit to the Blancpain manufacture
By Pierre-Nicolas Schwab •
Today's post will be slightly different and longer than usual to provide watch lovers less interested in marketing aspects with more technical information.
