How many interviews should you conduct for your qualitative research?
While determining a sample size is easy for an online survey (for example, brand awareness research), the same cannot be said for the number of interviews in qualitative research. The principle of saturation is often put forward as the ultimate argument for determining the sample size. But it is challenging to implement. To help you, we have launched the first version of an online tool to calculate the minimum number of interviews to be conducted. crédits : Shutterstock Introduction Individual interviews are...
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 focus group to use depending on the context. Summary Introduction The different types of focus groups Two-way focus groups Dual-moderator focus groups Dueling-moderator focus groups Respondent-moderator focus groups Focus groups with clients Mini focus groups Creativity...
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 process. What is the scenario or “vignette” method? The scenario, or vignette, is the description of a situation that is most often hypothetical and into which the social scientist wishes to immerse the respondent before interviewing...
How to effectively evaluate the user experience?
The user experience is a crucial element of digital businesses. There are several methods to measure this user experience at different levels. First of all, it is essential to understand that the better the user experience is, the more satisfied visitors to your website, platform, application, and so on, will be with their visit. They will find the information they are looking for quickly, will come back, and will even recommend your solution. Summary Introduction Generative...
Remote focus groups: different methods to learn about
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...
Quantitative research: create and test an online questionnaire
We have already dealt with the question of quantitative questionnaires, their importance, the risks, and the pitfalls to be avoided. Today, we will help you to create your questionnaire, formulate your questions and improve it overall. Summary Define and understand the subject to be researched Preparing the questions Testing the questionnaire Conclusion Define and understand the subject to be researched Saris et al. (2014) rightly point out that it is essential to define the subject clearly....
Porter’s five forces matrix: analysis of the Mitsubishi SpaceJet
The Mitsubishi SpaceJet is a textbook case for those who want to apply Porter’s 5 forces matrix, a tool for conducting competition research. The SpaceJet is a Japanese aircraft whose development has just been stopped in October 2020. It will allow us to illustrate 2 essential dimensions of Porter’s matrix: forward integration strategic interest In this article, we will guide you through these 2 aspects. Summary The Mitsubishi SpaceJet in a nutshell A reminder of Porter’s 5 forces Forward...
Qualitative research: 3 types of interview
There are many methods for collecting consumer opinions. In comprehensive market research, it is customary to combine different techniques and methodologies to gain as much feedback as possible and generate a base of concrete results that will help you achieve your goals. We focus in this article on qualitative interviews. Summary Introduction Unstructured interview Semi-structured interview Structured interview Conclusion credits: Shutterstock Introduction The methodological structure we predominantly use includes the following triptych: The desk research, also...
Quantitative research: rating scales
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...
Covid-19: impact on the IT consulting market and outlook
The Covid-19 crisis has had a massive impact on the IT market. Some parts of this sector have benefited (think of everything that revolves around remote working), but others have also suffered enormously. This is the case of IT consultancy. According to a Whoz study published in June 2020, 13% of projects had been abandoned, and 21% had been put “on hold”. Jean-Philippe Couturier, the CEO of Whoz, discusses in this podcast the results of this research and...
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[Podcast] Drug trafficking in Antwerp: anthropological research by Teun Voeten
Teun Voeten relates in this podcast how he combines science and journalism to produce unique sociological and anthropological studies. With a doctorate in cultural anthropology from the University of Leiden, Dr. Teun Voeten has spent 30 years of his life travelling the globe and dealing with wars and conflicts around the world. Only for our subscribers: exclusive analyses and marketing advice Email address * Subscribe By signing up, you agree to our Terms of use and...
Qualitative research on Chinese tourists undermines stereotypes
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...
To study drug trafficking, he met drug dealers in prison
What do Sudhir Venkatesh and Teun Voeten have in common? Both are anthropologists, and both have frequented drug traffickers to conduct research. Teun Voeten, a Dutch photographer/journalist/anthropologist, published a doctoral thesis on Mexican cartels in 2018. He has just published a book on a more local phenomenon: drug trafficking in Antwerp, the city where he lives. For this book entitled “Drugs: Antwerp under the thumb of the Dutch drug syndicates”, the author met 15 drug traffickers in prison and...
Qualitative market research: using the senses in participatory research
All market research aims to achieve objectivity. This is, of course, the case with quantitative methods, but also with qualitative research methods. In today’s article, we present you with a study that shows why it is necessary to use your senses in qualitative research. Its author, Brian McDonough, defends the vision of participatory qualitative research. The case study he uses (interview of an aeroplane pilot) allows us to understand how the researcher’s active participation helped him to understand the world of the...
The impact of coronavirus on qualitative market research methods
The coronavirus crisis affects us all, regardless of the industry. The market research industry is no exception. The conduct of qualitative market research, in particular, has been impacted, since qualitative interviews or focus groups can now only be conducted remotely. A prospect asked me last week about the methodological adjustments resulting from the Coronavirus crisis. Virtualisation is, of course, the first answer and it is recommended by ESOMAR. But are remote qualitative interviews still as effective? How is communication affected by distance? A publication by...
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[Podcast] How to augment your sales force using Artificial Intelligence
In this podcast, made on Christmas Eve 2019, I had the pleasure to welcome Adrian Pellegrini, co-founder of BlueDME, a French start-up that advises salespeople using artificial intelligence. The start-up first launched its services in the automotive sector before moving into the insurance field. Adrian Pellegrini had caught my attention when he published an article on LinkedIn about the ” augmented salesperson “. It is this concept of that I wanted to discuss with him, as...
The lies of the novice entrepreneur
In today’s article, we propose to take a look at all the mistakes that project owners and novice entrepreneurs make. As a market research firm, and especially because we are very active in entrepreneurship, we are in the front line to get a comprehensive view of all the mistruths and preconceived ideas that endanger the survival of an entrepreneurial project. We come back in this article to the golden rules of entrepreneurship. On this occasion, we...
Retail: a new ultra-precise method for choosing the location of your store
How well should you choose the address of your sales outlet? This is the whole point of a location study. Good news for all those in this situation: we are marketing a new data source in Belgium and France that gives results of unprecedented precision for an attractive price (from €1,000). The data comes from the GPS of smartphones. Thanks to this data, we can provide you with unmatched results quickly. We explain everything in this...
Market research: how to conduct a qualitative interview?
At IntoTheMinds, we place particular importance on the development of qualitative interviews, whether face-to-face interviews or focus groups. They are part of the keys necessary for a complete market research study. Of course, they must be part of an overall methodology (you will find the details of this approach in our market research guide) and meticulously prepared through desk research. This qualitative phase is essential for the development of a quality quantitative questionnaire. Summary Introduction: The...
How to achieve better marketing and market research with Big Data
Technological progress today allows us to enjoy excellent living conditions. Control of space, control of reproduction, control of information are challenges that we have already accomplished. However, time control remains out of reach. Many human obsessions revolve around the power of this resource, offered to us at birth in a desperately finite quantity: time. Staying young, living old, perpetuating your memory, predicting the future are some of the forms that this obsession takes. This refusal of...
Study of the digital divide: who are those who do not have access to the Internet
In today’s post, I want to tell you a true story, that of a request for a market research project that came to us a few weeks ago. This request (from an Indian digital agency acting for a renowned client) is symptomatic of the methodological problems we face every day. Also, there was a real lack of knowledge of the fieldwork. This “anecdote” will also be an opportunity for us to talk about a real social...
Market research in France: and what if you use ODIL?
If you are an entrepreneur, this article should be of interest to you. Today, we are offering you the opportunity to discover a tool that will allow you to carry out free market research in France. If ODIL (the name of the tool) will not allow you to carry out the entirety of your market research, it will nevertheless let you get started and will provide you with the first essential data to understand the characteristics...
Will Big Data have the skin of market research?
In an article in 2015 (which I hadn’t translated in English at that time), I was asking myself about the future of the market research sector. Big Data, I foresaw, could well be the death of market research institutes as we know them today. And it has to be said that the future has proven me right. On the one hand, traditional institutes are attacked by technological start-ups that are totally outside the scope of market...
Qualitative and quantitative market research: differences and use cases
What are the advantages, the disadvantages and the differences between qualitative and quantitative market research? In which cases should you chose one over the other? These questions, often overlooked, are nevertheless essential to the objective study of your market. Too many entrepreneurs (and even well-established companies) neglect (or are unaware of) qualitative techniques, leading to the predominant use of quantitative approaches (especially online surveys). Let us remember that the two methods (qualitative and quantitative) are complementary...
Where can I find the statistical data for my market research?
Where can I find data and in particular the statistics for market research? This is a question that many people ask themselves when they begin their research, especially when the budget is tight, and they are looking to conduct market research for free. Because having a method is not enough, it is also necessary to have data to use. However, at the beginning of the market research (desk research), it is essential to have reliable data...
How to do market research for free?
To do market research for free, don’t limit yourself to an online survey. Combine different market research techniques in this sequence: Carry out desk research to get a first view of the market dynamics. Use free resources, such as professional reports and scientific publications. Complete the PESTEL analysis. Use the information from the desk research and complete it with official statistics, also free of charge. Carry out your competition research: firstly, establish a list of competitors...
Market research : how to study your market when going abroad?
I was pleased to be invited by Hub.Brussels on 14 June 2019 to give a workshop on how to do a market research for export. The workshop was part of the export week 2019 that was jointly organized by BECI and Hub.Brussels. 3 essential techniques to carry a market research when going abroad Based on the B2C guide to market research and B2B guide to market research we published earlier this year, I presented the 3...
Market research: How to carry out desk research
You are managing or creating a company, and you are asking yourself questions about the strategy to adopt to approach the market as effectively as possible. Market research is the ideal way to answer your questions. But where do you start? Perhaps you are asking yourself one of the following questions: “Which offer should I put on the market to satisfy my customers? What is the best distribution channel through which to reach them? How to...
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...
Customer satisfaction: can it be measured based on facial emotions?
During a recent programme on a French television channel (BFMTV), Paul Hermelin, the big boss of Cap Gemini, described the fantastic current technologies that were impacting his group and mentioned a project that surprised me. With the help of Cap Gemini, a cruise-ship operator has allegedly set up a facial recognition system to measure the emotions of its customers on board the ship(s), to be able to determine their customers’ satisfaction. In the words of Paul...
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...
Qualitative research: open-ended and closed-ended questions
From a very young age, we have been taught what open-ended, and closed-ended questions are. How are these terms applied to qualitative research methods, and in particular to interviews? Kathryn J. Roulston reveals her definitions of an open-ended and closed-ended question in qualitative interviews in the SAGE Encyclopedia on Qualitative Research Methods. If you want to better understand how qualitative methods fit within a market research approach, we suggest you take a look at our step-by-step...
Online questionnaires in market research: beware of convenience samples
We have recently devoted an article to the mistakes that should not be made when carrying out online market research (what is commonly called an online “survey”). One of these errors was the use of a convenience sample. In today’s article, we return to this term and explore the subject further to enable you to achieve more reliable results when conducting your market research. Convenience sample Rented panel the difficulty of the implementation may be...
What are the differences between B2B market research and B2C market research
We have just devoted two very detailed articles to B2C market research (see here) and B2B market research (see here). Aware that all the information will probably be confusing to assimilate all at once, we have prepared a concise overview table that presents the methodological differences between these two types of market research. Read also Read our white paper on market research This table shows two kinds of information: You will, first of all, find the...
How to conduct market research in B2B?
B2B market research (one of our specialities) has some notable features when compared to B2C market research (see the full article we have devoted to B2C here). As the targets are not the same (B2B companies, B2C end consumers), adaptations (strategy, marketing, and so on) must be made to take these differences into account. In this section, we invite you to explore these differences with you, which will then lead us to propose market research methods...
How to do market research in a B2C setting?
The purpose of this article is to present the ins and outs of B2C market research with a particular focus on the methods used and the difficulties expected. While in our online market research guide, we have discussed all the techniques and tools available to carry out ideal market research, today we will modestly try to focus on a series of the minimum steps to be undertaken by would-be entrepreneurs, startups and more generally all companies...
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