Marketing, customer satisfaction and loyalty
Satisfied customers will follow you everywhere
Qualitative and quantitative research: differences and uses
Mar04

Qualitative and quantitative research: differences and uses

In this article, I explain the differences between qualitative and quantitative approaches. You’ll find a summary and concrete examples to help you choose the right methodology.

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6 Qualitative Data Coding Techniques
Mar01

6 Qualitative Data Coding Techniques

In this article, you’ll find a comparison of 6 coding techniques for qualitative data (interviews, focus groups). Each technique’s advantages and disadvantages are presented so you can make the best choice.

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Market research: the booming craft beer market
Feb28

Market research: the booming craft beer market

In this article, you’ll discover the latest figures on the beer market in general, followed by a focus on the microbrewery segment. We will focus on the British, Italian, French, Belgian and German markets.

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Packaging: Consumers Want Change
Feb26

Packaging: Consumers Want Change

This article presents the results of quantitative research among distributors and consumers. The results highlight significant differences of opinion between these 2 groups.

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Luxury: Beyond Products, the InRealLife experience
Feb19

Luxury: Beyond Products, the InRealLife experience

This article analyzes the experiential trend in the luxury sector with a series of concrete marketing actions.

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Using the diary in market research
Feb09

Using the diary in market research

In this article, we examine the diary as a qualitative method. Following a few practical examples, we explain the advantages and disadvantages.

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7 creative techniques to refine your market research
Feb02

7 creative techniques to refine your market research

Conducting market research doesn’t always mean conducting a survey. This article presents 7 creative approaches for capturing different insights or interpreting data in a new light.

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Representative sample: stop asking the wrong questions!
Jan31

Representative sample: stop asking the wrong questions!

Too often, the term “representative sample” is overused. This article explains how to define a representative sample for B2C or B2B.

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Most CRM strategies are obsolete. Yours too?
Jan29

Most CRM strategies are obsolete. Yours too?

The functionality of CRM software determines CRM strategies. In this article, I explain why many companies are following strategies that have become obsolete.

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Measuring customer satisfaction: SMEs are lagging
Jan17

Measuring customer satisfaction: SMEs are lagging

Research shows that SMEs measure satisfaction less frequently than larger companies. In this article, we provide a clear explanation based on published research.

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Is market research a guarantee of success?
Jan15

Is market research a guarantee of success?

Market research is no guarantee of success. It does, however, limit the risk of failure. The question, therefore, arises as to why so few companies use it, especially SMEs. In this article, we review the research on the subject and discuss the factors that give rise to the need for market research in SMEs.

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Surveys: The diverse types of sampling
Jan10

Surveys: The diverse types of sampling

In this article, we explain the diverse types of sampling and how to make the right choice according to the characteristics of your market research.

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Survey: the socialist party’s nonsense
Jan08

Survey: the socialist party’s nonsense

Find out in this article how the Socialist Party created a fake survey for electoral purposes.

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How F.P. Journe created a new service without market research
Nov29

How F.P. Journe created a new service without market research

In this article, you’ll discover the example of a watch brand that launched a new service based on a customer’s request. The CEO’s intuition paid off, but it’s important to remember that this is the exception. Here’s how to get the best out of your customers’ ideas and assessments.

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An interactive window that surfs on recovery
Nov22

An interactive window that surfs on recovery

The store window is an essential component of any successful store. Yet, they are rarely designed to be interactive. The Jamini store in Paris is. And it is even more successful for being part of a neighborhood initiative.

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Net Promoter Score (NPS): a reliable measure of customer satisfaction?
Nov17

Net Promoter Score (NPS): a reliable measure of customer satisfaction?

The Net Promoter Score (NPS) is universally used to measure customer satisfaction. However, it was created for another purpose. Find out in this article whether the NPS is dependable and its limitations.

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Food: 2 examples of co-branding with luxury brands
Nov16

Food: 2 examples of co-branding with luxury brands

SIAL was the opportunity to discover several products using the marketing technique of co-branding to differentiate themselves. Discover in this article the brands Galateo & Friends (and its partnership with Swarovski) and Di Martino (and its partnership with Dolce & Gabbana).

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Customer satisfaction: top managers should talk to their customers
Nov15

Customer satisfaction: top managers should talk to their customers

Top management is often detached from customer reality. Jeff Bezos (Amazon) and Ryanair have implemented organizational solutions to put customer satisfaction at the center of their concerns.

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Advertising: improving effectiveness with eye-tracking
Nov10

Advertising: improving effectiveness with eye-tracking

Eye-tracking is an advanced technology that can improve your advertising. But without going that far, you’ll find in this article a simple tip for anticipating the effectiveness of your ads.

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Mystery calling: a faithful reflection of customer satisfaction?
Nov08

Mystery calling: a faithful reflection of customer satisfaction?

Scientific research sheds light on the limitations of mystery calling/mystery shopping for measuring customer satisfaction.

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Online surveys : not always the best choice
Nov06

Online surveys : not always the best choice

There’s more to market research than surveys. This article explains why a survey is only part of the puzzle, and other complementary techniques are necessary.

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Free returns on the way out, despite their benefits
Nov03

Free returns on the way out, despite their benefits

Free returns are becoming the exception rather than the rule in e-commerce. Yet scientific research reveals that their impact on sales and customer loyalty is enormous.

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Qualitative market research: preparing a correlation matrix
Oct23

Qualitative market research: preparing a correlation matrix

Analyzing qualitative interviews is often problematic. In this article, we explain how to conduct a correlation matrix and give you practical advice on making the most of your results.

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LinkedIn invitations: how to encourage more personalization
Oct20

LinkedIn invitations: how to encourage more personalization

A better design of the LinkedIn connection request would increase the personalization rate of invitation messages. Currently, 87% of connection requests are not personalized.

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Streamflation: Inflation affects streaming too
Oct04

Streamflation: Inflation affects streaming too

Streamflation is the rising price of streaming subscriptions due to inflation. Prices are skyrocketing, but even so, subscribers are staying. However, consolidation is inevitable, and companies like Netflix, Disney, etc., are already making drastic cost cuts.

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Advice on how to conduct a qualitative interview
Sep11

Advice on how to conduct a qualitative interview

In this article, you’ll discover some key phrases for successful qualitative interviews. Learn how to break the ice by making your interviewee feel valued and how to follow up on their answers to deepen their response effectively. To end your interview on a high note, discover some original ways to obtain additional information before leaving.

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Can X /Twitter regain advertisers’ trust?
Sep08

Can X /Twitter regain advertisers’ trust?

Linda Yaccarino’s appointment as head of Twitter marks a turning point, symbolized by the social network’s name change (X). The new CEO’s priority will be to restore advertisers’ confidence. In France, 63.5% of advertisers have abandoned Twitter, whose revenues have fallen by 80%.

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Pay the true price for your coffee at Albert Heijn [Nudge Marketing]
Jun23

Pay the true price for your coffee at Albert Heijn [Nudge Marketing]

Finding the right pricing is a tricky business. Even more so when price becomes a vector for behavior change, in other words, a “nudge.” Dutch retailer Albert Heijn is currently experimenting with a rather original form of pricing that highlights the “real price” of each product consumed. The aim is to make consumers aware of the impact of their consumption. This approach is one of the pricing techniques that influence behavior. Need help with your pricing? Contact the IntoTheMinds...

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Villa Pinewood: the ultimate culinary experience [podcast]
May05

Villa Pinewood: the ultimate culinary experience [podcast]

Regarding customer experience, one restaurant stands out: Villa Pinewood. Recently rewarded with a (double) Michelin star, I had its Chef and friend Thomas Cabrol on my podcast. We talked a little about cooking but mostly about the entrepreneurial approach and its marketing secrets. Villa Pinewood proposes to its customers a culinary and educational experience. Everything is done to showcase local products, the farthest of which is only 65 km away. Villa Pinewood: the essentials The customer experience is centered...

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The flagship store Zara on the Champs-Elysées: ultra-digital
Apr28

The flagship store Zara on the Champs-Elysées: ultra-digital

Zara opened on April 21, 2023, at 74 Avenue des Champs-Elysées, its largest store on a single level. Nearly 2,700 square meters await the visitor, immersing him in a very modern customer experience where digital is omnipresent. The store format is unprecedented for Zara because it is a full-length surface in one piece. To celebrate its opening, Zara teamed up with pastry chef Cédric Grolet. Contact us for your customer satisfaction survey The Zara flagship store on the Champs-Elysées in brief...

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Social media KPIs: the 5-must-have metrics!
Mar31

Social media KPIs: the 5-must-have metrics!

Social media KPIs help brands analyze their digital marketing campaigns. Thanks to them, companies understand the reasons for their successes and failures on social networks. It is, therefore, a partner of choice for continuous improvement on digital channels. There are many relevant metrics today. This article proposes to retain only 5 of them: the most important ones! Before that, we will review 5 key statistics on the subject. Then we will clearly define this marketing concept. Click here to discover the 6 dimensions of customer...

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How to define a brand territory? Definition and examples
Mar29

How to define a brand territory? Definition and examples

For companies, defining a brand territory is an essential aspect of their marketing positioning. For this reason, it responds to key issues of consumer behavior and brand image. It pushes brands to question their intrinsic values and the expectations of their target market. In this article, we look at the distinctive elements of this practice. We also propose 3 examples of well-defined territories to help you better understand the ins and outs of this territory. IntoTheMinds helps you rethink your marketing strategy!...

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Ricola: a pop-up store to celebrate the rebranding
Mar28

Ricola: a pop-up store to celebrate the rebranding

Ricola installed a pop-up store in Paris in March 2023. Its visit allows us to approach some interesting aspects of branding, observable in particular through the visual elements put forward in the sales outlet. But it’s also an opportunity to discuss marketing strategy since Ricola is diversifying. Follow me to the Swiss mountains to meet these friendly herbal candies ?. What can you find in the Ricola pop-up store? As you might expect, the Ricola pop-up...

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Web Analytics: definition, benefits, and strategy [Guide 2023]
Mar24

Web Analytics: definition, benefits, and strategy [Guide 2023]

In a few words, Web Analytics dissects the online user journey to help marketers make better decisions. By doing so, brands improve their online visibility while acquiring more customers! What are the ins and outs of this practice? Why use it? And what are the basics of an effective strategy? Our article answers all your questions. Discover here our 3 different content creation strategies! Summary Definition of Web Analytics 3 major advantages of Web Analytics Its advanced content marketing analysis It helps to visualize...

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Social Media Marketing (SMM): statistics and new strategies!
Mar22

Social Media Marketing (SMM): statistics and new strategies!

Social Media Marketing has become a must. Its benefits on brand image, online awareness, and customer acquisition are no longer in doubt. This article looks at key statistics to better understand the sector’s evolution. For example, we’ll see in never-before-seen graphs why the year 2021 was decisive for TikTok. Also, we provide several never-before-seen tips for your strategy on Facebook, Instagram, LinkedIn, and TikTok. Our summary table compiles all these tips to help you better understand social...

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Yayoi Kusama and Louis Vuitton: the best of street marketing
Mar21

Yayoi Kusama and Louis Vuitton: the best of street marketing

In terms of street marketing, there are many initiatives. But some of them are above the lot and are of genius. If you are a regular reader of this blog, you know that I am a big fan of Louis Vuitton’s marketing, especially the layout of its windows. What the brand has done for its partnership with Yayoi Kusama is unprecedented. This is the first time I’ve seen so many people taking pictures of what the brand has set...

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