Marketing, customer satisfaction and loyalty
Satisfied customers will follow you everywhere
Boco Brussels: the reasons behind the failure
May20

Boco Brussels: the reasons behind the failure

Boco Brussels is over. The franchise was held by Star Food Company, who initiated legal reorganisation proceedings before the Brussels Commercial Court. This is the end of the Boco adventure in Belgium, a concept we have been following since its very beginnings. We had also met a long time ago with its co-founder Simon Ferniot (brother of the chef and TV presenter of the same name, also co-founder) to talk to us about a concept that,...

Read More
How to use market research to get prepared for export
May13

How to use market research to get prepared for export

While market research is obviously essential before the creation of a company, it is not the only time when the different techniques that make it up can be applied. Entering a foreign market (for example, an export market) is another case where market research is crucial. Not only is this a new market for you and your company, but it is likely that this export adventure will be further complicated by the lack of knowledge about the...

Read More
The secrets of conducting market research or how to ensure the success of your (future) business: Part 1
May01

The secrets of conducting market research or how to ensure the success of your (future) business: Part 1

This article on market research is brought to you by the market research agency IntoTheMinds. It is the first of a series of 3 devoted to conducting market research (you will find the 2nd article here, and the 3rd here). We also remind you that in 2018 we wrote a comprehensive guide to conducting market research. You will learn, step by step, how to progress in understanding your market. This guide will give you the essential keys...

Read More
The secrets of conducting market research or how to ensure the success of your (future) business: Part 3
May01

The secrets of conducting market research or how to ensure the success of your (future) business: Part 3

How to do market research? You will find the answers in this article, offered to you by the market research agency IntoTheMinds. Find here episode 1 and here episode 2. We completed this series of articles in 2018 with the creation of an online market research guide that you can access free of charge on our website. For any question, request or quote for market research in Belgium, France or elsewhere, do not hesitate to contact us....

Read More
Market research: changes for consultancy subsidies in Brussels
Apr29

Market research: changes for consultancy subsidies in Brussels

The rules concerning the consultancy subsidies (which apply to market research projects) have just changed substantially for the Brussels region (see here the official website in French or in Dutch). On 31 January 2019, a new regional decree was passed which, although it does not really modify the conditions of attribution, dramatically affects the amount of the subsidies to the consultancy up to then granted. Three significant...

Read More
This Delhaize supermarket has been turned into an Urban Art temple
Nov30

This Delhaize supermarket has been turned into an Urban Art temple

What can be done with an abandoned supermarket? A temple of urban art? In any case, this is what Alexandra Lambert and Fred Atax of the Strokar association, who initiated the artistic project around a former supermarket in Brussels, asked each other. And the very least we can say is that this has been a success. Follow us today on a tour of this unique project and read this article right to the end to find out the latest on the legal...

Read More
New in 2018: step-by-step market research guide for all
Jan05

New in 2018: step-by-step market research guide for all

Happy new year everybody ! What an amazing year 2017 has been for us. We feel blessed to have carried out so many market research and Big Data projects last year : banking, retail, media, FMCG, luxury, IT, indusrail goods, … you name it. We have done dozens of projects in many different industries. We have welcomed one more consultant in the team who has proved to be very talented from the very beginning. We are so proud to have...

Read More
How I got in the TOP10 of Linkedin’s most viewed profiles
Aug10

How I got in the TOP10 of Linkedin’s most viewed profiles

8 weeks ago I started an experiment. I wanted to jump into the TOP10 most viewed profiles of my Linkedin network. I succeeded. Read further if you want to find out how I achieved jumping from the 100th place to the 10th and what it brought me. Short intro : what does my Linkedin network look like My Linkedin network is made of approximately 1980 connections. I removed very few of them along the years, basically only people who really...

Read More
Competition forces traditional taxis to change : finally !
Dec12

Competition forces traditional taxis to change : finally !

The traditional press is full of articles regarding the legal procedures against Uber in Europe. In this judiciary fight, traditional taxis and VTC (Vehicule de Tourisme avec Chauffeur) have joined forces to fight Uber’s aggressive strategy to enter the market despite legal requirements (for more information read our previous article on this topic). Brussels minister for mobility was proud to announce that he had seized vehicles...

Read More
Delta Lloyd : qualitative methods used to reveal business opportunity
Nov14

Delta Lloyd : qualitative methods used to reveal business opportunity

After the remarkable marketing campaign “The billable Talk” launched by Delta Lloyd to help independent workers get insured for revenue losses, we come back today with Karlien Kelgtermans, Marketing Communication Project Leader at Delta Lloyd Life, on the development of this project and its first results. IntoTheMinds: There are more than 1m independent workers in Belgium. Yet, only half of them are insured against revenue...

Read More
Essential business tools for startups : 99€ training in Brussels on 29 November
Oct27

Essential business tools for startups : 99€ training in Brussels on 29 November

Would-be entrepreneurs will be delighted : a 1-day training session will be organized on November 29th 2014 in Brussels to teach, refresh, train essential skills to successfully start or develop your venture. If you want to register, just follow this link and fill in the online form. Practical details on the workshops Price : 99€ early bid (if you register before November 15), 199€ otherwise Price includes lunch and coffee Venue :...

Read More
What are the main reasons to create a company?
Oct27

What are the main reasons to create a company?

After the post we published 2 weeks ago on why companies fail, another interesting piece of statistics published by the French National Institute for Statistics (INSEE) regards the motivations of people to start their company and how these motivations have evolved since 2006. You’ll find the complete table below (we did the translations ourselves given that those interesting statistics are unfortunately only available in French)....

Read More
Future idea ? Coaching videos on market research
Oct22

Future idea ? Coaching videos on market research

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...

Read More
Marketing strategy : Hello Bank launches a pop-up store in Brussels
Oct13

Marketing strategy : Hello Bank launches a pop-up store in Brussels

Pop-up stores belongs to the marketing toolbox as a promotion instrument. Fact is that they have been usually used by brands in the fashion sector to promote a collection, raise awareness in conjunction with another event (for instance the Fashion week), or to touch customers in some particular areas. Pop-up stores are much less used by players from other sectors and that’s why the initiative of Hello Bank (a brand of BNP Paribas) is...

Read More
BMW associated to Kuka in a marketing operation
Oct03

BMW associated to Kuka in a marketing operation

BMW launched a marketing operation with industrial robot manufacturer Kuka in its Brussels flagship store (located Boulevard de Waterloo 23-24). A giant transparent glass cube, ca. 3 m wide, has been installed at the entrance of the store to operate demonstration of the robot capabilities. A Bavarian co-branding initiative It seems that co-branding initiatives are popular currently. We just reported on the Dandoy / Delvaux initiative...

Read More
SIAL : the best place to conduct market research on food & drink trends
Sep29

SIAL : the best place to conduct market research on food & drink trends

The worldwide largest food & drink fair will open next month (from Oct 19 until Oct 23rd). Some 6300 exhibitors from 103 countries (!) will attend the show and present what is thought to be the largest products range available on earth. The fair is held every 2 years and we have the pleasure to have be press-accredited for 4 years. Why is it important for us to visit the SIAL We visit the SIAL for several reasons. The first one is...

Read More
New pop-up stores project : weekly update #2
Sep24

New pop-up stores project : weekly update #2

As we announced last week we are finalizing an online initiative to store and maintain accurate and up-to-date information about the best pop-up stores worldwide. This initiative is a kind of POC (Proof Of Concept) to test our ideas to build a larger website on all new ideas, innovations and creative development in the retail world. We chose the retail world on purpose because it’s moving fast and represent approximately 50% of the...

Read More
Selling consulting services : how to cope with intangibility
Sep22

Selling consulting services : how to cope with intangibility

All our clients in the last 10 years have something in common : a difficult relationship with intangibility. Customers buying a market research, unless they understand what the difficulties of a doing qualitative and quantitative research are, usually hardly understand what they are paying for. Value = tangible ? The problem with marketing consulting and with consulting in general, is that the deliverables are usually slides. In other...

Read More
Delvaux and Dandoy associated in a co-branding initiative
Sep12

Delvaux and Dandoy associated in a co-branding initiative

Let’s finish the week with a brilliant idea of co-branding launched by our beloved brand Dandoy in partnership with Delvaux. For those who don’t live in Belgium Dandoy is a century-old company manufacturing high-quality biscuits, and Delvaux a renown leather goods manufacturer. Both companies are based in Brussels and members of the association Brussels Exclusive Labels. More than a century of tradition Quite incredibly in today’s...

Read More
Summer is finished : we resume our publications
Sep08

Summer is finished : we resume our publications

As of today we’ll resume our normal publication frequency. You can expect to read our analysis every Monday, Wednesday and Friday from 6am. As usual we will cover the topics we love : marketing in general; market research techniques and how to satisfy customers in particular. Loyalty will also remain one of the central topic of this blog. In terms of sectors we’ll try to cover less retail news than before (see further below for some...

Read More
Differentiation: A bookstore paints a dictionary’s page on its facade
Jul09

Differentiation: A bookstore paints a dictionary’s page on its facade

Getting future customers’ attention is difficult. Consumers are subject to thousands of auditory, visual and olfactory cues every day. Retailers must be very creative to differentiate themselves. A book store in Brussels has found an interesting way to be different, yet still coherent with its positioning. Exterior and interior identities aligned with the store’s marketing strategy The Ptyx bookstore collaborated with Edena and...

Read More
Uber banned: Brussels taxis remain up to 122% more expensive.
Apr15

Uber banned: Brussels taxis remain up to 122% more expensive.

On the website of the European Commission Neelie Kroes attacked publicly minister Brigitte Grouwels for the “crazy court decision to ban Uber in Brussels” (read more about Djump and UberPop business models in our article published a few days ago)  Consumers will keep paying high fares. But are prices of Brussels taxis really outrageously expensive ? The answer is in the article. Let’s start with Kroes’ words on...

Read More
Successful market research and yet another store opened in Brussels
Apr11

Successful market research and yet another store opened in Brussels

After last week’s announcement that a new store was opened in Brussels after a successful market research, we are also proud to report (with some delay however) that yet another store (this time in the HORECA sector) was opened by one of our clients near the European Commission in Brussels. Ethnik was opened by Steve Gravy on 5 Avenue d’Auderghem to serve customers’ needs for fresh, tasty and healthy food on the go. We coached Steve...

Read More
Market research : new retail store opened in Brussels thanks to IntoTheMinds
Apr02

Market research : new retail store opened in Brussels thanks to IntoTheMinds

We are glad to announce that one of our customers eventually found the perfect spot for a new creative leisure store in Brussels. L’Atelier de Myna opened on 8 March 2014 at 144 rue Meyerbeer in Brussels (Uccle) in a 400 sqm space with a large parking lot. IntoTheMinds helped the two entrepreneurs conduct their market research, identify the key success factors and build a meaningful differentiation. Thanks to the results of the market...

Read More
Green business: become an entrepreneur with the BSE Academy
Nov15

Green business: become an entrepreneur with the BSE Academy

BSE Academy is a program that supports green entrepreneurship, funded by the Brussels Capital Region (Brussels Hoofdstedelijk Gewest) and the European Regional Development Fund (EFRO). During 6 months, 8 teams of 2-4 people with complementary profiles will be coached. These individuals are selected following this call for candidates. The aim is to provide support to each participant for the implementation of its business plan and...

Read More
The unique personnality of 3-stars chefs
May03

The unique personnality of 3-stars chefs

At ESADE conference from March 25th-27th a very interesting research was presented on narratives from Top Chefs. The sample studied by Magdalena Marowska was made of narratives by the late Bernard Loiseau, Heston Blumenthal, … The discussion that followed revolved around the personality of the chefs. Pictured as entrepreneurs, chefs of this level (3-star Michelin) are a very special type of entrepreneur. Their emotional component is...

Read More
One Day One Idea: improve the customer experience with a touch of fun and humor
Apr26

One Day One Idea: improve the customer experience with a touch of fun and humor

It may seem easier to engage online customers with slogans and humor. Yet we have found in Paris last winter a unusually good example of humor in the retail sector. The pictures below were taken at Cojean, a chain of quality fast-food stores in Paris. We found the catchy and funny slogan worth a post.     Advice for your marketing strategy Customers will reward you if you make them laugh and have a “spiritual”...

Read More
“42” School: why Xavier Niel’s initiative may fail
Apr22

“42” School: why Xavier Niel’s initiative may fail

Non-French people are likely not to know Xavier Niel. He is however a famous tech entrepreneur, a billionaire and the CEO of Free, the telecom company that has been shaking the grounds of telecom competition landscape for years. Xavier Niel declared a war to the three French telecom operators (SFR, Orange and Bouygues) in 2012 when he launched in January its own mobile phone offer starting as low as 2€/month. One year after starting...

Read More
50% of the firms created in 2006 have died: all the factors influencing firm’s survival
Apr19

50% of the firms created in 2006 have died: all the factors influencing firm’s survival

There is a lot of controversy around survival rate of startups. A survival rate of 25% after 7 years is often mentioned although there’s no evidence around it; other authors speak of a 90% survival rate. The discrepancy is so huge that real actual figures are very valuable. Such figures have been published last week by the French statistical institute INSEE (Link to the original source – in French only). In 2006 a total number of...

Read More
Thank You Merci
Apr17

Thank You Merci

From time to time you meet inspiring people. I have the chance to meet many entrepreneurs coming from very different horizons and with various backgrounds. Although they are all special some of them show world-class expertise and skills. My encounter with Jean-Luc Colonna d’Istria will certainly remain as one of the most inspiring moments of 2013. The marketing director of Merci, the now world-famous concept store of Boulevard...

Read More
HOW TO : market research, product positioning and pricing
Apr15

HOW TO : market research, product positioning and pricing

Market research is important and you know that this is what we specialize in. Yet market research is only the beginning. Out of the results of the market research you should be able to draft your strategy and determine (among others) your positioning strategy as well as your pricing. Those two aspects are usually complicated to master and differ greatly depending on the kind of market (B2B or B2C) you’re in. I was asked by the...

Read More
Find your audience: how to position your research work
Apr12

Find your audience: how to position your research work

As I explained in an earlier post, I was very disappointed to see my research work rejected at this year’s EMAC conference. Fortunately the very same research work was accepted and presented at the 5th International Conference on Rhetoric and Narratives in Management Research. This conference, though more limited in size than the EMAC and its hundreds of participants, gave me a great boost of energy … and hope. I was finally able to...

Read More
One Day One Idea: an excellent example of a useful QR code
Apr10

One Day One Idea: an excellent example of a useful QR code

If you are a regular reader of this blog you may remember our previous post on getting QR codes right. Basically we were claiming that most companies were neglecting the consumer behavior when implementing QR codes, resulting in consumers’ pains not being solved.   The customer wants to be helped in making a choice The baseline is that customers want to be helped in making a choice. And it must be quick. Any use of QR codes which...

Read More
50% of complaints answered without apology: bad for customer satisfaction !
Apr08

50% of complaints answered without apology: bad for customer satisfaction !

This is the result of an analysis we conducted on a sample of 226 companies having answered to online customers’ complaints on the French forum www.lesarnaques.com. We presented these results and the proposal for a new conceptual model at the 5th International Conference on Rhetoric and Narratives in Management Research which was held from March 25th until March 27th at the ESADE Business School of Barcelona, Spain. Among other...

Read More
One Day One Idea: challenge the norms
Apr05

One Day One Idea: challenge the norms

Why should certain things remain unchanged? Why do we like to say we can’t change things? After having spent so many years in consulting, working for big companies and for the smallest (and nevertheless sometimes the most interesting of all) companies, my judgment has slowly evolved from “why should cope with the forces on the market and get the best out of it” to “we can be the sparkle that initiates the chain reaction and a global...

Read More
Is the future of online pure players in brick-and-mortar shops?
Apr03

Is the future of online pure players in brick-and-mortar shops?

The question may seem provocative but the reign of pure online strategies may slowly come to an end. Consider the following 53% of all EU retailers are selling through the internet In Ireland, Denmark and the UK, between 88% and 93% of retailers use distance sales channels But distance selling only represents between 5% and 7% of the retail turnover (FTI estimates) Add to this the economic crisis situation, the perception by consumers...

Read More