Oct27

online focus group: 5 pitfalls to avoid

Posted By Pierre-Nicolas Schwab on 27 Oct, 2021

Conducting focus groups remotely has never been easier than since the Covid crisis. Everyone is now used to the use of video conferencing software. However, there are many pitfalls. Since the Covid pandemic, we have realized online focus groups with no less than 500 people and have been confronted with 5 recurring problems that we detail in this article. Online focus group: the correct number of participants If you decide to organize an online focus group, you will have to...

Oct23

Marketing mix : process

Posted By Pierre-Nicolas Schwab on 23 Oct, 2021

Processes are part of the 7P model. They reflect the adaptation of the marketing mix to new elements of the evolution of companies. We are talking here about processes linked to customer service (see also the chapter “marketing mix: people”). This evolution was carried out in 1981 by Booms and Bitner. For a general overview of the history and development of the marketing mix, please visit our guide. Marketing mix: 9 process-related aspects Process design Customer service planning Standardization...

Oct23

Marketing mix : people

Posted By Pierre-Nicolas Schwab on 23 Oct, 2021

The marketing mix would not be complete without mentioning the human aspects. When we moved from transactional marketing, which prevailed in the 1970s, to relationship marketing in the 1980s, McCarty’s 4P model had to be revised. We then moved on to the 7P model under the impetus of Booms and Bitner in 1980. For a general overview of the history and development of the marketing mix, visit our guide. Marketing Mix: the 4 aspects of the P of “People”...

Sep22

Positioning in marketing: definition, challenges, examples [guide 2021].

Posted By Pierre-Nicolas Schwab on 22 Sep, 2021

Positioning in marketing is the set of elements that will allow your company to distinguish itself on the market, to be perceived uniquely by your customers. By analyzing your market and adopting a specific marketing positioning, you can differentiate yourself from your competitors. Marketing positioning can concern an entire company or a particular product when different product lines are proposed. In this article, we will first lay down some theoretical foundations on marketing positioning. We will then...

Marketing internship: all you need to know to find one, topics, advice [Guide 2021]

Posted By Pierre-Nicolas Schwab on 13 Sep, 2021

Finding an interesting marketing internship is not an easy task. I recruit several marketing interns each year for my business (market research and marketing consulting), and it’s a different adventure each time. In this article, I share with you my experience as an employer on 4 essential aspects of the marketing internship: How to find a marketing internship? A marketing internship in a large business or a small business? How to make your marketing internship a...

Jul19

Entrepreneurship : 7 key differences between women and men

Posted By Pierre-Nicolas Schwab on 19 Jul, 2021

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, which has practical consequences on their chances of success. In this article, we reveal the results of our research and outline solutions to address these differences. If you are a journalist and would like to use...

Jun11

Customer service: the words used influence customer satisfaction [Research]

Posted By Pierre-Nicolas Schwab on 11 Jun, 2021

The words used by customer service during an interaction are essential. Research of 1000 customer-employee exchanges shows that concrete terms positively impact (9%) customer satisfaction and the desire to buy. This indicates that the drivers of customer satisfaction are subtle. When the economy is reopening after the Covid crisis, employee training is more relevant than ever. Talking to customers cannot be improvised, and semantic aspects can have an unsuspected influence. If you only have 30 seconds A scientific...

Jun04

NPS soon to be abandoned by 75% of businesses?

Posted By Pierre-Nicolas Schwab on 4 Jun, 2021

For customer satisfaction specialists, this title is very enticing. The Net Promoter Score (or NPS), the star metric of customer satisfaction, will be abandoned by 75% of businesses by 2025. This prophecy is, in fact, the result of research put forward by Gartner. Problem: I don’t believe it at all, and I think it’s neither realistic nor very objective. crédits : Shutterstock Most large companies use the NPS First of all, let’s remember that the Net Promoter Score (NPS) is...

Feb15

Formalizi has digitized the legal formalities for setting up a business

Posted By Pierre-Nicolas Schwab on 15 Feb, 2021

For this new episode of our podcast, I had the pleasure of welcoming Pascal Asselin, CEO of Formalizi. His company, launched in 2019, allows entrepreneurs to settle their legal formalities entirely online. Only for our subscribers: exclusive analyses and marketing advice Email address * Subscribe By signing up, you agree to our Terms of use and privacy policy. "I thought the blog was good. But the newsletter is even better!" Esteban Hendrickx, art director Summary Chapter...

Covid-19: Impact on the cultural sector [research]

Posted By Lorène Fauvelle on 18 Nov, 2020

The second wave of the Covid is suffocating the cultural sector even more. Theatres, opera houses, museums, concert halls are all places that had to close their doors even though they were not a source of contamination. Since the beginning of the Covid crisis, governments have been indiscriminately hitting entire sectors of the economy, making a possible recovery even more hypothetical. The under-use of cultural venues, however, offered a unique opportunity to attract a new public...

Nov16

[Podcast] SpaceSense, satellite image processing start-up using AI

Posted By Lorène Fauvelle on 16 Nov, 2020

SpaceSense is a recent French start-up offering a solution for processing satellite imagery using artificial intelligence. We learn more in this podcast with Sami Yacoubi, co-founder of SpaceSense. Discover this entrepreneurial adventure in this new podcast.Haut du formulaire Only for our subscribers: exclusive analyses and marketing advice Email address * Subscribe By signing up, you agree to our Terms of use and privacy policy. "I thought the blog was good. But the newsletter is even better!"...

Nov09

[Podcast] Optimising sales prices with Pricing HUB

Posted By Lorène Fauvelle on 9 Nov, 2020

Discover this entrepreneurial adventure in this new podcast. Only for our subscribers: exclusive analyses and marketing advice Email address * Subscribe By signing up, you agree to our Terms of use and privacy policy. "I thought the blog was good. But the newsletter is even better!" Esteban Hendrickx, art director Sommaire Chapter 1: your entrepreneurial experience in 3² point Chapter 2: The genesis of the business idea Chapter 3: Validation of the business idea Chapter 4:...

Nov06

Remote focus groups: different methods to learn about

Posted By Lorène Fauvelle on 6 Nov, 2020

For many years, researchers have been studying the use of modern means of communication (chat, telephone, video-conferencing, and so on) and for their influence on qualitative research and focus groups. The covid-19 health crisis is pushing us to rethink our working and research methods. In this article, you will find an overview of the different techniques for conducting focus groups remotely. Summary Introduction A quick look back at the focus groups Synchronous remote focus groups text audio...

Oct19

Quantitative research: rating scales

Posted By Lorène Fauvelle on 19 Oct, 2020

Rating scales are essential tools when you want to produce and distribute a quantitative questionnaire. If you are interested in quantitative research methods or want to create a questionnaire for your market research, many answers to your questions can be found in our white paper on market research. You can download it here. Summary Are the rating scales limited to the quantitative questionnaire? Thee Likert scales Semantic differential scales Objective and subjective scales Conclusion Are the rating...

Oct12

[Podcast] Flowlity, a solution to revolutionise the Supply Chain with AI

Posted By Lorène Fauvelle on 12 Oct, 2020

With 8 years of experience in the Supply Chain, Jean-Baptiste Clouard launches Flowlity in 2018 intending to revolutionise logistics with his software. Flowlity’s goal is to help companies to better plan and forecast their needs thanks to AI. Discover this entrepreneurial adventure in this new podcast. Only for our subscribers: exclusive analyses and marketing advice Email address * Subscribe By signing up, you agree to our Terms of use and privacy policy. "I thought the blog was good. But the...

Oct05

[Podcast] Analysis of the connected car insurance market

Posted By Lorène Fauvelle on 5 Oct, 2020

Insurance based on the use you make of your vehicle has been on the market for a long time. Some insurers have even made it their trademark. A new generation of connected insurance is now competing with them. They use a black box or a mobile application to analyse your driving style. It is on this theme that we are going to look at today thanks to the market analysis provided by Geoffrey Laloux, Senior Manager at Initio. Only for our subscribers:...

Sep28

[Podcast] Labtoo brings together project leaders and R&D service providers

Posted By Lorène Fauvelle on 28 Sep, 2020

Labtoo is a networking platform that connects project leaders and companies with laboratories. Since 2018, Sophie Hue and Guillaume Leboucher, co-founders of the start-up, aim to accelerate research projects and enable innovators to find solutions to their R&D problems more quickly. Discover this entrepreneurial adventure in this new podcast. Only for our subscribers: exclusive analyses and marketing advice Email address * Subscribe By signing up, you agree to our Terms of use and privacy policy. "I...

Sep21

[Podcast] Cocomiette, a traditionally brewed beer made with recycled bread

Posted By Lorène Fauvelle on 21 Sep, 2020

Green Family produces and markets traditionally brewed, local and sustainable beers. They are elaborated using a portion of unsold bread in the recipes. The Cocomiette beers launched by Charlotte Desombre and Amandine Delafon in August 2018 are brewed in two regions in France (Auvergne-Rhône-Alpes and Ile-de-France). Discover this entrepreneurial adventure in this new podcast. Only for our subscribers: exclusive analyses and marketing advice Email address * Subscribe By signing up, you agree to our Terms of use and...

Sep16

Qualitative research on Chinese tourists undermines stereotypes

Posted By Pierre-Nicolas Schwab on 16 Sep, 2020

Are the leading museums doing enough to understand the customer experience they offer? In this article, I have looked at the use of Big Data to understand visitor expectations better and increase satisfaction. Even without Big Data, it is possible to have a better understanding of one’s “customers”. Proof of this today with qualitative research on Chinese tourists at the Palace of Versailles. If you only have 30 seconds Cultural institutions have a lot to gain from studying the...

Jun03

Satisfaction Surveys: How to Get Worthless Results

Posted By Pierre-Nicolas Schwab on 3 Jun, 2020

Mistakes can be made that will taint the validity of your satisfaction surveys. In this article, find out how a car dealership influences customers’ scores and gets results that don’t reflect reality.

May02

[Podcast] Philippe Rhéau, the Best Craftsman of France … in Belgium

Posted By Pierre-Nicolas Schwab on 2 May, 2020

Philippe Rhéau is Best Craftsman of France, at the head of a pastry shop … in Belgium. He is a character who makes an impression. Tall, strong, imposing, he has his passion for pastry pegged to his heart. Quiet, his interview was not the easiest to do. But as the minutes went by, we discovered a real entrepreneur and a lucid manager. He is also a man steeped in values, convictions, love of work and customer satisfaction. He is also a...

Apr27

COVID-19: 8 concrete impacts on the future of the non-food retail sector

Posted By Pierre-Nicolas Schwab on 27 Apr, 2020

This article is part of a series of analyses devoted to the medium and long-term impact of COVID 19 on different sectors of activity. The report below on the non-food retail industry is in line with another paper we have published on food retail in the post-COVID19 era. We updated this article in October 2020 with the latest statistics on the impact of COVID on the retail sector in 2020. To receive our most recent reviews, subscribe...

Apr20

9 concrete impacts of COVID19 on the future of the food retail sector

Posted By Pierre-Nicolas Schwab on 20 Apr, 2020

After my forecasts on the future of the aviation sector, I propose today to focus on the future of the retail food industry, in other words, the trade and mass distribution sector. 25% of jobs in the US are in the retail industry. The stakes of the effect of the coronavirus on this sector are therefore significant. To write this article, I interviewed several leaders of the retail sector, including CEOs of well-known brands. I also...

Apr17

[Podcast] San Hoon Degeimbre puts people at the heart of his success

Posted By Pierre-Nicolas Schwab on 17 Apr, 2020

San Hoon Degeimbre is the double-starred chef of the restaurant l’Air du Temps. It is less well known that he is also at the head of 5 other establishments open between 2015 and 2019. In this podcast recorded in February 2020, he shares his vision of entrepreneurship and explains how he manages to motivate his staff and attract young talent. With Pierre-Nicolas Schwab, he retraces his entrepreneurial path and explains how he manages to manage 6...

Apr13

COVID-19: 7 specific impacts on the future of the aviation sector

Posted By Lorène Fauvelle on 13 Apr, 2020

Drastic reduction of fleets, staff cuts, accelerated closure of unprofitable subsidiaries, adjustments to security measures and sluggish demand. This is what awaits the airline industry. The COVID-19 crisis will have an impact for years, and the market will take years, perhaps a decade, to return to pre-crisis levels. In this article, we propose to analyse the domino effect that the paralysis of air traffic will have. You will discover in our analysis the concrete consequences of...

Apr10

[Podcast] Jean-Philippe Couturier started Whoz with 19 other co-founders

Posted By Lorène Fauvelle on 10 Apr, 2020

Jean-Philippe Couturier is not starting his first business. His first was created in 2005, and for nearly 10 years he has been exploring the needs of his clients in terms of competency management. It is to serve these needs that he launched Whoz in 2016. And rather than start it alone, he did it with 19 other people! A unique case study that allowed the company to face serenely 18 months of R&D and then to...

Mar31

[Podcast] Fotonower introduces image recognition to the industrial sector

Posted By Pierre-Nicolas Schwab on 31 Mar, 2020

In this podcast, Pierre-Nicolas Schwab welcomes Victor Reutenauer, the co-founder of Fotonower. After a doctorate in mathematics applied to database indexing, he embarked on an entrepreneurial career with the ambition of finding concrete applications for image recognition, a branch of artificial intelligence. Today it is in the automobile industry (automation of claims processing) and the waste processing industry (automated sorting) that the company has found its first openings. Its entrepreneurial background perfectly illustrates the flexibility needed...

Mar25

Second-hand luxury market: statistics and analysis

Posted By Pierre-Nicolas Schwab on 25 Mar, 2020

It will have escaped no one’s notice that the second-hand luxury market has exploded in recent years. Buying second-hand luxury clothing or leather goods is no longer taboo. This market is growing by 12% per year and already represents 25 billion Euros. Ambivalent behaviours fuel its growth: on the one hand those of new customers who want to access a brand; on the other hand, those of loyal customers who resell the products they buy new...

Mar16

[Podcast] Emna Everard revolutionises the organic market with Kazidomi

Posted By Pierre-Nicolas Schwab on 16 Mar, 2020

The organic food market is growing steadily. Between 2008 and 2018, household expenditure on organic products more than tripled. In Belgium, it has gone from +/- 220€ per year in 2008 to more than 750€ in 2018. It is in this buoyant context that Emna Everard launched her start-up Kazidomi. A recent graduate of Solvay Business School, she started her company without any previous professional experience and has just raised €1m to support the growth of...

Mar09

25 million customers to satisfy per year: the mission of Veronique Vergeynst

Posted By Pierre-Nicolas Schwab on 9 Mar, 2020

Satisfy 25 million passengers a year. If this sounds like an impossible mission at first glance, Veronique Vergeynst is the right person for you. The Head of Corporate Marketing at Brussels National Airport was voted French-speaking marketeer of the year in 2019. The challenges are immense and multiple: managing and measuring customer satisfaction, creating a memorable customer experience, customer loyalty as well as innovation. In this podcast we take a look back at Veronique’s work, the...

Feb24

[Podcast] DNVB panorama with Sebastien Tortu

Posted By Pierre-Nicolas Schwab on 24 Feb, 2020

In this podcast, I had the pleasure to welcome Sebastien Tortu, author of the leading French publication about Digital Native Vertical Brands (DNVB): “DNVB: the new business, between web and retail, how DNVB is changing the rules of the game.” In this podcast, we take a look at this new business model and the evolution of the French DNVB ecosystem. What is a DNVB It is quite challenging to give a strict definition of DNVB because...

Jan27

[podcast] How this different restaurant became number one on TripAdvisor.

Posted By Pierre-Nicolas Schwab on 27 Jan, 2020

In this new podcast, we will talk about the exciting story of a gastronomic restaurant (the 65 degrees) that employs people with Trisomy 21 and other mild disabilities. Its co-founder, Adelaide Aymer, takes stock with us of the first year of operation which, in addition to extensive media coverage, has also enabled 65 degrees to win the award on TripAdvisor. Indeed, 65 degrees has become the N°1 restaurant in Brussels on TripAdvisor, proof if ever there...

Jan13

2025: the end of personalisation algorithms?

Posted By Pierre-Nicolas Schwab on 13 Jan, 2020

At a time when Amazon already achieves 35% of its turnover thanks to the algorithmic recommendation and launches two new personalisation tools (Discover and Showroom), Gartner announces the end of personalisation algorithms by 2025. This ambiguous announcement seems to deserve a more in-depth analysis. Contents Infographics on personalisation algorithms The purpose of algorithmic personalisation Why abandon personalisation? Problem #1: data collection and integration Problem #2: ROI Conclusions Only for our subscribers: exclusive analyses and marketing advice...

May03

Net Promoter Score (NPS) : to include in all satisfaction surveys or not?

Posted By Pierre-Nicolas Schwab on 3 May, 2019

How to design a customer satisfaction survey? An in particular, should a NPS (Net Promoter Score) question always be included in a satisfaction survey? While we at IntoTheMinds highly recommend to do so, I had to to re-think my position last week when I saw a post on Linkedin that argued a NPS question in a Microsoft satisfaction survey was nonsense because people don’t actually speak or recommend operating systems. Let’s dig into this question and...

The secrets of conducting market research or how to ensure the success of your (future) business: Part 2

Posted By Lorène Fauvelle on 1 May, 2019

Carry out your market research using professional techniques! This article is proposed to you by the market research agency IntoTheMinds. Find here episode 1 and episode 3, if you have any questions please do not hesitate to contact us. Don’t forget to consult our online guide for your market research. It is free of charge, and we have condensed as much knowledge as possible on the subject. Download the PDF version. Summary Reminder Analysis of the...

Mar30

Ryanair: can provocation pay on the long-term?

Posted By Pierre-Nicolas Schwab on 30 Mar, 2019

It has been a long time (3 years to be exact) since I had travelled on Ryanair. Not having been particularly attracted by the customer experience I have avoided this company as much as possible, but last weekend it was the only one serving the city I had to go to. Departure on time; arrival on time; the contract was filled with all the inconveniences we know and to which I will not return. However, that...

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