Hawthorne Effect: definition, impact, examples
By Pierre-Nicolas Schwab •
The Hawthorne effect is a psychological phenomenon. It has important implications for the techniques used in market research, particularly in qualitative interviews and surveys. The Hawthorne effect is the observation that individuals change or improve their behavior when they are aware of being observed. In…
Hawthorne Effect: definition, impact, examples
The Hawthorne effect is a psychological phenomenon. It has important implications for the techniques used in market research, particularly in qualitative interviews and surveys. The Hawthorne effect is the observation that individuals change or improve their behavior when they are aware of being observed. In…
Online survey : how to reduce the Dropout rate
Carrying out a survey online is often confronted with the dropout rate problem. As early as the first response, 6% of respondents may drop out of your survey. Various research studies have shown that the normal dropout rate of an online survey exceeds…
4 Factors to increase the participation rate in a survey
How to increase the participation rate in your survey? Finding people to take a survey can be challenging. There are 4 reasons someone decides to participate (or not) in a survey. If you want to increase your survey response rate, consider these factors…
What factors most influence survey participation?
Carrying out a survey can be challenging. It is common indeed to be confronted with a shortage of respondents. It is essential to understand the factors that influence participation in a survey (online). In this article, we will discuss 8 factors that influence participation…
Diversity of the management committees of the 50 Largest French Companies
By Pierre-Nicolas Schwab •
In previous research on the diversity of 100 French management committees, we revealed that 97.4% of the CEOs were white. Our results also showed that France did not stand out regarding gender diversity. Today we reveal the results of an analysis of…
ChatGPT: its answers are very similar [exclusive research]
ChatGPT has a surprising ability. If you press the "regenerate response" button, ChatGPT will propose a brand-new response. At least on the surface. Because, in reality, the results published in this article show that ChatGPT repeats itself a lot. So much…
Consumers willing to pay 16% more for eco-friendly packaging
16%: that's how much more consumers are willing to pay for a product whose packaging is partly paper-made. This is one of the surprising results of a research published in 2023 that reveals consumers' bias towards eco-friendly packaging. I summarize the…
Diversity at the top: analysis of French management committees
After our analysis of diversity in executive committees (Comex) in the United States, today we present a new analysis of the situation in France. Our analysis reveals a worrying situation where ethnic diversity is almost absent from the executive functions ("C-Level"), and…
Diversity at the Top: Research on U.S. Executive Committees
Diversity has become an imperative in large companies. The executive committee is a reflection of these promises of equity. In a series of articles, we reveal the situation in different countries. We start today with the United States. In this…
Google vs. ChatGPT: 3-2 for Google
Everyone is worried about the rise of chatGPT and the revolution it announces. Google has even called back its 2 founders to help counter the threat of conversational robots. Indeed, all the uses around information search (and therefore Google's business…
ChatGPT: 1000 texts analyzed and up to 75,3% similarity
Is every answer generated by ChatGPT unique? Or are we overestimating its ability to produce different texts? This is the question I asked myself after analyzing 1000 texts produced by ChatGPT. I compared the similarity between 1,000,000 pairs of texts…
How algorithms (and Tik Tok) influence content creation
Algorithms have been accused of locking us in a filter bubble. But I feel furious that they also cause a bubble in content creation. By highlighting certain content and making it popular, they encourage some people to imitate that content…
Marketing online: the practices of companies in 2023
Regarding online marketing, not all companies are at the top. Online is the Achilles heel of many of them, especially SMEs. The research we publish today provides a better understanding of online advertising and customer acquisition practices via social networks.…
Facebook responsible for 24% of mental health decline
Social networks have revolutionized the use of the internet and relationships between humans. But they have also created many evils that are often overlooked. Research has just proven Facebook's negative impact on teenagers' mental health. Between 2008 and 2020, the percentage of…
Vulgarity increases the perceived value of customer reviews
Customer satisfaction (or dissatisfaction) is the source of word-of-mouth. But does the person receiving the message believe it? A 2022 research sheds light on electronic word-of-mouth and, more specifically, on customer reviews left on websites like Yelp and Amazon. The research shows that using…
Nudge: how to influence nutrition with algorithms?
Algorithms are widely used to personalize the online experience. They are largely based on algorithmic recommendation systems. While recommending movies or products is relatively simple, proposing food or recipes is more complex. Popularizing grocery delivery services and recipe websites has spurred developments in…
Facebook 2022 statistics: teens no longer use Facebook
TikTok has replaced Facebook in the hearts of teenagers. The share of 13-17s using Facebook dropped from 72% in 2015 to 34% in 2022. This is what research, published in early August in the United States, reveals and passed unnoticed. It…
Algorithms: when dissatisfaction leads to rage
Algorithms have invaded our lives. Despite this, they sometimes provoke negative reactions from users. An article published in September 2022 offers a very interesting analysis framework for those interested in this phenomenon. In this article, I analyze the 4 reasons…
Perspectives 2022-2024: 6 steps towards the end of the European Union
The energy crisis is the beginning of a tragedy in 6 acts that will lead to the end of the European project by 2024 and the collapse of the European economy. What will happen between now and 2024 in Europe? How…
17% error rate: the truth about social network surveys
Realizing a survey requires real technical expertise. The easy access to captive respondents on social networks has pushed some market research institutes to propose methodological shortcuts whose effects are now clearly visible. Research published in Nature shows all the limitations of Facebook surveys. A sample…
This element influences the perceived gender of a brand [Branding]
Multiple pieces of research in the field of Branding have shown that consumers associate certain brands with the male gender and others with the female gender. However, the question remains: Why do consumers assign a gender to a brand? This is the…
Snowball effect: advantages, disadvantages, implementation
The snowball effect is a sampling method used in qualitative research. It simplifies the recruitment of respondents under challenging contexts. Sampling realized with the snowball effect has advantages and limitations that we discuss in this article. You will also find an exhaustive…
2021 assessment and 2022 consumption trends in the non-food sector
In 2021, all the non-food sectors recorded positive growth, except for the textile industry. However, this year of growth could be the last. Rising prices, inflation, and the overall decline in purchasing power are all factors that are holding us back. Research…
Market Research: Mobile operators on the Internet
Being the market leader doesn't necessarily mean that you dominate Google searches. For example, our research shows that in 14 European countries, the market leader is not the leader in online searches. We also show that the French are the…
With age, entrepreneurs are less confident but more thoughtful
What is the effect of age on entrepreneurial dynamics? IntoTheMinds has realized research on 840 company founders throughout Europe. The aim was to understand how age influences the company's launch and the entrepreneur's confidence. The results confirm some insights but are also surprising…
Media are addicted to notifications … and so are we [Research].
French media are the champions of notifications. They send on average more than 11 notifications per day, 3 times more than Swiss media. The more the day is in full swing, the more notifications we receive about sports. Here are some of…
Entrepreneurship : 7 key differences between women and men
Starting a business is a complex adventure. The research we conducted with 840 European entrepreneurs shows that there are fundamental differences related to gender. This affects the dynamics of female entrepreneurship. Women and men don't do business in the same way,…
Covid: Entrepreneurs are less prepared but more confident
Statistics on business creation in Europe show that the Covid crisis has not discouraged entrepreneurs from starting up. A survey conducted on 825 business creators shows that their confidence is at its highest. However, they are less experienced, make less use of…
The impact of Covid on food consumption in France [Research]
INSEE published the figures for consumption in France in 2020, and the least we can say is that the Covid crisis has had visible effects on French food consumption. The French have cooked more, eaten less outside, and drank much more, no…
What are the different types of focus groups?
It is a fact today that focus groups are probably THE most well-known market research technique. Several types of focus groups exist, which we will present to you in today's article. This will also be an opportunity to advise the best kind of…
What is the concept of saturation in qualitative research?
"Saturation" is a term that often comes up when we are interested in qualitative methodology and, in particular qualitative interviews. The concept of saturation is related to the number of interviews to be conducted in qualitative research. This article defines the concept…
Qualitative interviews: use of real-life scenarios (or “vignettes”)
Different methods can govern a qualitative interview (one of the leading techniques in qualitative research). One of them is the scenario method, also called "vignettes". In this article, we discuss the use of real-life scenarios to simplify the respondents' speaking…
Market research in the Netherlands: the 10 best data sources
This week we list our TOP 10 data sources to help you with your market research in the Netherlands. We have already named several sources to help you conduct your research in Europe (a full list of countries whose data…
Reinventing the museum experience with eye-tracking
The customer experience in museums is mostly the same for everyone. It is linear. Our major cultural institutions do not propose differentiated customer experiences. The emerging use of Big Data in the museum space makes it possible to apprehend all the…
How to increase the number of retweets [research]
Increasing visibility on social media has become essential for any good brand that respects itself. For some of them, Twitter is a platform of choice. But with the rules of the game primarily influenced by social bots, how can you…
The blog of the Marketing Agency
![Illustration of our post "ChatGPT: its answers are very similar [exclusive research]"](/blog/app/uploads/chatGPT-brain-cerveau.jpg)
![Illustration of our post "This element influences the perceived gender of a brand [Branding]"](/blog/app/uploads/wechat-logo.jpg){kind=logo}
![Illustration of our post "Media are addicted to notifications … and so are we [Research]."](/blog/app/uploads/notifications-smartphone.jpg)
![Illustration of our post "The impact of Covid on food consumption in France [Research]"](/blog/app/uploads/visual_salience_whole_foods-1024x680.jpg)
![Illustration of our post "How to increase the number of retweets [research]"](/blog/app/uploads/twitter_smartphone_coffee.jpg)