Post Covid-19 strategy: keep cost-cutting or start investing?
The return to work and school in September 2020 is atypical and is subject to uncertainty. Companies are wondering whether the long-awaited recovery will finally take place. Nothing is more uncertain. Nevertheless, companies that wait too long could be the ultimate casualties. And here’s why. If you only have 30 seconds The end of the year 2020 will see only a slow economic growth from September 2020. Companies will remain on the lookout, and the fear...
What’s the impact of COVID by sector of activity?
What will be the impact of Covid-19 by sector of activity? To answer this question, we rely on the different sectorial analyses we have produced. In the article below we present a concise synthesis of the impact of COVID for each sector of activity. To know in detail the effects of COVID on the sector in question, you will find at the beginning of the paragraph the link to the complete analysis. Only for our subscribers: exclusive analyses and...
COVID-19 : 9 specific impacts on the advertising industry and its future
After a detailed analysis of the impact of the Covid crisis on the media industry, today, we look at the consequences of COVID for the advertising industry. The advertising industry is inseparable from the media business model. Except for public service media, financed by taxes, the entire media ecosystem is dependent on advertising revenues. The coronavirus crisis has very strongly impacted advertising revenues. This crisis will leave permanent marks. In our analysis, we, therefore, propose to...
COVID-19: the impact on the future of the media industry
Few economic sectors have fared well – apparently – during the Covid19 crisis. The media sector is one of them. The need for information has never been more pronounced and the time available so critical. In this in-depth analysis, we propose to go through together the effects of Covid-19 on the different types of media: press, radio, television, internet, out-of-home (OOH), cinema. The advertising sector, which is inseparable from the economic model of the media, is treated...
9 concrete impacts of COVID19 on the future of the food retail sector
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...
COVID-19: 7 specific impacts on the future of the aviation sector
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...
Market research on the market for organic products
In Europe, the organic market and thus, the consumption of natural products is growing steadily. The mass retail sector dominates the sale of food products, while the short distribution channel and specialist shops are competing fiercely for ever more significant market share. In this article, we look at some key figures of the organic food market to provide an overview of the organic food market. Update (April 2021) Online market research conducted with 20,000 French respondents...
Netflix: development and expansion outlook for 2020
Netflix’s growth is decelerating, mainly driven by market share gains outside North America. Netflix boss Reed Hastings is preparing the financial community for lower than expected financial results. This is what emerges from the 2019 last quarter results presented by Netflix last week. We analyse these figures in today’s article, and we are now predicting Netflix’s medium-term business strategy. Our forecast is for a decline and loss of market value in 2020. Advertising on Netflix (updated...
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[Podcast] 30 years of advertising history with Bruno Liesse
In this podcast, we continue our musings on advertising in general and digital advertising in particular (if you haven’t listened to it yet, we also recommend our podcast with Paul Lee, Director of Media & Telecom Research at Deloitte). For this podcast, we have invited a media and advertising specialist in the person of Bruno Liesse. His 30 years of expertise in the field give us a comprehensive look at developments in the industry. Together with...
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...
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...
Evolution of alcohol consumption and the market for de-alcoholisation
The evolution of alcohol consumption in Europe is leading many industry players to rethink their offer. In this article, we return in particular to the initiative launched by Philippe Stassen and the Meurens brothers who are joining forces to propose a new de-alcoholisation offer in the Charleroi region. Alcohol consumption in Europe In France, alcohol consumption has been on the decline for nearly 80 years. While a Frenchman consumed an average of almost 26 litres of...
EMAC conference 2019 : 5 marketing researches you need to know
The European Marketing Academy Conference (EMAC) is the number 1 marketing conference in Europe for academics. It’s a well attended (more than 1000 visitors) 3-day conference with up to 10 parallel tracks and hundreds of highly challenging presentations. This year I’ve chosen to present you the results of my 5 preferred research works. I tried to summarize the research as concisely as possible and highlighted the results in bold. In this selection you’ll find results that...
Market research: visualizing the shadow economy
In light of our recent post on credit card ownership, we used once again Tableau to explore data related this time to analyse and visualize the shadow economy. The shadow economy is the part of the economy that runs “off the records”. From a fiscal viewpoint the shadow economy can be defined as all the activities that evade taxation; in other words all activities for which taxes should be paid and aren’t. Assessing the level of...
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...
Qualitative studies: The Critical Incident Technique
After having explained how open-ended and closed-ended questions work and the contexts in which they are applied, we return in this article to the Critical Incident Technique as part of market research, using the Sage Encyclopedia on methods for qualitative research. Summary Background information Developments in the method 5 steps to follow Only for our subscribers: exclusive analyses and marketing advice Email address * Subscribe By signing up, you agree to our Terms of use and...
Music streaming: the primary source of income for the music industries
While the sales physical formats are suffering, the SNEP (National Union of Phonographic Publishing) report reveals that only the sales of vinyl’s are on the rise in France, attracting consumers to their vintage and authentic side. More and more music lovers are using digital platforms such as music streaming platforms to listen to their favourite artists and music while discovering new musical creations. Summary What is Music Streaming? From the United States to Europe Which developments...
What are the habits related to money withdrawals in Europe?
Withdrawals of money from ATMs are, for many Europeans, the most efficient way to obtain cash. Recent events with the Bpost Bank in Belgium prove that consumers are very attached to their money habits. This article aims to understand the differences in money withdrawals across Europe and continues the report that we have written on payment methods in the countries of the European Union. Summary The Connection to Cash The Conditions for Cash Withdrawals from ATMs...
Market research: who are the customers of ride-hailing applications?
Travel options are changing, and many American consumers’ habits are also changing. 10 years after the creation of Uber, what is the status of private transport and ride-hailing applications? Who uses this type of application, how and why? In this article, we propose to analyse the evolution of transport applications for private individuals according to their consumers. As most of these applications originate from the United States, the data developed and examined in this article will...
Market research: be careful when choosing the location of your store
A customer recently asked us to help him decide between several locations for his next store. This exercise is like doing a little market research and it’s actually crucial to the success of your business. The wrong location can lead to the death of your business. You’d better spend a little time on your market research, wouldn’t you? Here are a few tips we’d like to give you. If you want to deepen your knowledge on...
How to do market research? Phase 6: quantitative techniques
How to do market research? The answers to this complex questions can be found in our online guide. After discussing qualitative techniques in our previous episode, we will deal today with the quantitative market research phase (which is the sixth phase of our 7-phase market research methodology). You can find the previous episodes here : Introduction, Phases 1, 2, 3, 4, and 5. Read step 5 of our market research methodology What is quantitative market research?...
How to do market research? Phase 5: qualitative techniques
How to do market research? Discover today the fifth phase of our 7-step market research methodology. This episode is dedicated to qualitative market research methods. In our previous episodes (read them here: episodes 1, 2, 3, 4) we dealt with the preliminary phases of market research : putting the idea on paper and fixing its flaws with Design Thinking improving the business idea with a prototype choosing the right market research methods understanding market dynamics with...
How to do market research? Phase 4: PESTEL and competition analysis
How to do market research? This is the question we’re helping you to answer with the publication of our online step-by-step guide to market research. Each of the 7 phases of our market research methodology is accompanied by a post on this blog. Today we’ll be dealing with Phase 4: the PESTEL analysis and the competition analysis. READ PHASE 4 OF OUR MARKET RESEARCH METHODOLOGY If you missed the latest episodes you can find them back...
How to do market research? Phase 3: choosing the right market research methods
How to do market research? In our online guide to market research we divided our methodology into 7 phases. After having dealt with phases 1 and 2 in previous articles, the time has come to chose the right market research methods, which is the aim of phase 3. If you believe that market research = online survey, you better make sure you read today’s article because you may be surprised. ACCESS PHASE 3 OF OUR ONLINE...
How to do market research? Phase 2 : improve your idea
How to do market research ? Here comes the second phase of our 7-step methodology that we’ve spent 6 months developing. A white paper is available on our website (click here to access the introduction) that will explain you the whole market research methodology. So today we discuss Phase 2 which focuses on improving your initial idea. In Phase 1 we discussed how to get informal feedback and gather additional insights through design thinking. Now comes...
How to do market research? Phase 1: test your idea
To accompany the publication of our practical guide on “How to do market research” we have prepared a series of blog posts to highlight each of the 7 phases of our market research method. After our latest introductory article we’ll be dealing today with the first phase : testing your idea. Phase 1 of our market research method is divided into 3 sub-steps: Put your idea on paper Test your idea informally Use Design Thinking to...
How to do market research? Here’s our step-by-step guide that anyone can use
How to do market research? To answer that question we have spent some 6 months writing this step-by-step guide. I’d have never believed it could take some much time but finally it’s there. Find out in today’s article why we created it and how it is designed. Why did we create this market research guide? The rationale behind writing this guide was that market research methods are numerous, yet those who actually need to do market...
GDPR : market research predicts companies will be hit by massive requests
A market research carried out for Veritas reveals that a large number of UK consumers are planing to exercise their rights to privacy after 25 May 2018 (GDPR). What should we think about those results ? Market research results The main results of the market research carried out for Veritas are the following : 40 per cent of UK consumers intend to exercise their data privacy rights in the next six months Most requests will be...
Market research: the 5 trends that will shape the future of retailing
Our most recent market research has identified 5 trends that will shape the future of retailing. Technology and tools to enhance decision making Innovations in visual display to make customers’ purchase decisions easier Differentiating customer experiences Collection of data at massive scale (Big Data) and their usages Use of analytics to improve profitability Case studies In today’s article we will discuss and illustrate each of those 5 market trends. This article was last updated in March...
How to successfuly realize qualitative interviews in market research studies
Conducting good market research often requires to carry our a qualitative study. This is particulary true of customer satisfaction surveys that are often poorly designed and are not based on sound assumptions. In today’s article we reflect on some essential aspects of good qualitative research. We discuss a four-step iterative guide for interview design proposed by J. Arsel (2018) in his article entitled “Asking Questions with Reflexive Focus: A Tutorial on Designing and Conducting Interviews“. Step 1...
Step-by-step market research guide almost ready: first teaser
As I announced earlier this year, one of my goals for 2018 was to write a step-by-step guide to market research. I did this between December 2017 and January 2018 and it took me quite a lot of time to finalize it : we let the market research guide translate in English and Dutch (translating 8000 words can’t be done overnight as you can imagine). This time I didn’t do the English translation myself as I...
Market analysis: what’s the future of supermarkets ?
How will supermarkets look like in 10 year from now ? Will employees be replaced by robots or won’t there just be any employees left ? While points of sales are more and more resembling an extension of online businesses with experience becoming more phygital (see an exemple here) and while showrooming is taking up, supermarkets have never changed as fast as today. Only for our subscribers: exclusive analyses and marketing advice Email address * Subscribe...
Market research combines Big Data and qualitative techniques .. 120 years ago
Visualizing data has become a standard task and one essential component of data science today. But, haven’t we forgotten how lucky we are to have all that data available and to be able to use it for various purposes ? An early example of Big Data and visualisation project One of the most stunning visualization projects I’ve come to know was initiated more than a century ago by Charles Booth, a Liverpool-born businessman who became...
Ghost kitchens : the next disruption in the restaurant industry?
I recently reflected on Deliveroo’s and Uber’s ghost kitchens which have appeared in various cities (read here and there) of the US and in London (read this article in the Guardian). Those ghost kitchen make perfect economic sense : margins are thin in the restaurant industry, driven by high employees-related costs, rent, expensive equipment and variability in demand. Setting up a restaurant is a bet with a 5 to 20-year time horizon depending on myriad factors...
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...
Marketing research reveals free apps are bad for business
A recent marketing research published in the Journal of Marketing reveals that offering a free version of an app reduces the speed of adoption of the paying version of the same app. In other words, you will reduce the odds of selling your mobile app if you propose a free version. This is especially true for hedonic apps (gaming, fun), the study reveals. This study was carried out on the basis of 12315 apps covering a...
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