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Let me reveal you a private part of my life : on Sunday evening I usually iron my shirts while watching videos in streaming.

I usually watch French broadcasts like Envoye Special (on France 2) or Capital (on M6). I chose the first one to accompany my ironing session last Sunday and watch the video below.

The first part of it is dedicated to a French entrepreneur who became of professional real-estate investor. However he didn’t chose the “classic” way of purchasing and renting buildings, but rather went for parking lots. The journalists follow him while on tour in the western part France where he visits a batch of 20 garages for sale in a small city (if you understand French you can watch the video below from 12:00)

Market research techniques used

It was striking to me to see how similar the behavior of this investor was to what we do as market research agency.

Unlike other investors he took the time to go and visit the property, enquired about what the town hall intended to do in the future as far as public parking is concerned, investigated the financial health of the town (a municipality with an increasing debt may be more likely to vote for paying parking). He also asked neighbors about their opinions, collected feedback on the advantages and disadvantages of the property, …

In the end he pretty much behave like an ethnographer.

Coaching videos on real estate investment

Interestingly the visit ended (like always the journalist said) with a video he shot of himself. In this video he gave an immediate feedback on what he just did, on his impressions. I first thought he was doing this for himself, to keep an objective testimony of the visit that he could look at afterwards to take a decision. But in fact he shot a video to teach others what to look at when visiting real-estate, how to take decisions, what you should be careful about. It gave me an idea …

Videos on market research

Those amateur videos seemed to be pretty successful and it gave me the idea to try something similar.

I shot some videos at the SIAL 2014 this week to demonstrate how one can perform a quick and effective market research at a professional fair.

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Author: Pierre-Nicolas Schwab

Dr. Pierre-Nicolas Schwab is the founder of IntoTheMinds. He specializes in e-commerce, retail and logistics. He is also a research fellow in the marketing department of the Free University of Brussels and acts as a coach for several startups and public organizations. He holds a PhD in Marketing, a MBA in Finance, and a MSc in Chemistry. He can be contacted by email, Linkedin or by phone (+32 486 42 79 42)

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