Diversity at the Top: Research on U.S. Executive Committees
Diversity has become an imperative in large companies. The executive committee is a reflection of these promises of equity. In a series of articles, we reveal the situation in different countries. We start today with the United States. In this first analysis, we reveal the situation of the 50 largest American companies in terms of gender mix and ethnic representation. This analysis can be compared with the one we dedicated to female entrepreneurship. You will also...
Google vs. ChatGPT: 3-2 for Google
Everyone is worried about the rise of chatGPT and the revolution it announces. Google has even called back its 2 founders to help counter the threat of conversational robots. Indeed, all the uses around information search (and therefore Google’s business model) are likely to be turned upside down. However, classic search should not be buried. On the contrary, in some contexts, classical search engines have advantages that generative AI will never have. I researched 5 contexts...
ChatGPT: 1000 texts analyzed and up to 75,3% similarity
Is every answer generated by ChatGPT unique? Or are we overestimating its ability to produce different texts? This is the question I asked myself after analyzing 1000 texts produced by ChatGPT. I compared the similarity between 1,000,000 pairs of texts generated by this artificial intelligence to answer this question. The results are surprising and challenge the promise of OpenAI. Find out in this article the results of our in-depth analysis and what it means for the...
How algorithms (and Tik Tok) influence content creation
Algorithms have been accused of locking us in a filter bubble. But I feel furious that they also cause a bubble in content creation. By highlighting certain content and making it popular, they encourage some people to imitate that content in the hope of being successful. A mechanism that moves away from “old school” creation mechanisms. In this article, I share 3 content formats that have an annoying tendency to multiply. We quickly find ourselves in...
Marketing online: the practices of companies in 2023
Regarding online marketing, not all companies are at the top. Online is the Achilles heel of many of them, especially SMEs. The research we publish today provides a better understanding of online advertising and customer acquisition practices via social networks. It follows the one we published on lead generation. We identify interesting differences between countries as the research we share was carried out in the US, France, Germany, Belgium, and the UK. Feel free to ask...
Facebook responsible for 24% of mental health decline
Social networks have revolutionized the use of the internet and relationships between humans. But they have also created many evils that are often overlooked. Research has just proven Facebook’s negative impact on teenagers’ mental health. Between 2008 and 2020, the percentage of teenagers suffering from psychological problems doubled, and 24% of this increase is due to Facebook. Statistics: mental health and the Facebook effect In the United States, 20% of adults suffer from psychological problems each year, and...
Vulgarity increases the perceived value of customer reviews
Customer satisfaction (or dissatisfaction) is the source of word-of-mouth. But does the person receiving the message believe it? A 2022 research sheds light on electronic word-of-mouth and, more specifically, on customer reviews left on websites like Yelp and Amazon. The research shows that using vulgar terms in customer reviews increases their perceived usefulness and, therefore, their effectiveness. In this article, we decode this article for you and provide you with an easy summary. If you only have 30 seconds The presence...
Nudge: how to influence nutrition with algorithms?
Algorithms are widely used to personalize the online experience. They are largely based on algorithmic recommendation systems. While recommending movies or products is relatively simple, proposing food or recipes is more complex. Popularizing grocery delivery services and recipe websites has spurred developments in this area. In this article, we will discuss the use of these algorithms to simplify dietary choices the trade-off between food “popularity” and health the role that nudges can play in this area (and whether they...
Facebook 2022 statistics: teens no longer use Facebook
TikTok has replaced Facebook in the hearts of teenagers. The share of 13-17s using Facebook dropped from 72% in 2015 to 34% in 2022. This is what research, published in early August in the United States, reveals and passed unnoticed. It tells us a lot about the latest Facebook statistics. Use of social networks by young Americans: all the statistics 95% of teenagers are using YouTube in 2022 Tik Tok is the 2nd most popular social network for...
Algorithms: when dissatisfaction leads to rage
Algorithms have invaded our lives. Despite this, they sometimes provoke negative reactions from users. An article published in September 2022 offers a very interesting analysis framework for those interested in this phenomenon. In this article, I analyze the 4 reasons that explain the negative reactions against algorithms and illustrate them with many examples. If you only have 30 seconds algorithms sometimes generate violent reactions of rage from users There are 4 reasons why user frustration turns...
Perspectives 2022-2024: 6 steps towards the end of the European Union
The energy crisis is the beginning of a tragedy in 6 acts that will lead to the end of the European project by 2024 and the collapse of the European economy. What will happen between now and 2024 in Europe? How will current events unfold, and what consequences will they have on our lives? Are we living in the last glimmers of democracy and Europe? Only for our subscribers: exclusive analyses and marketing advice Email address *...
17% error rate: the truth about social network surveys
Realizing a survey requires real technical expertise. The easy access to captive respondents on social networks has pushed some market research institutes to propose methodological shortcuts whose effects are now clearly visible. Research published in Nature shows all the limitations of Facebook surveys. A sample of 250,000 respondents to a Facebook survey led to an error of 17%. The size amplifies the sample bias. This is the Big Data Paradox. Summary Introduction Social network surveys less accurate than standard methods Larger sample size...
![This element influences the perceived gender of a brand [Branding]](https://www.intotheminds.fr/blog/app/uploads/wechat-logo-240x240.jpg){kind=logo}
This element influences the perceived gender of a brand [Branding]
Multiple pieces of research in the field of Branding have shown that consumers associate certain brands with the male gender and others with the female gender. However, the question remains: Why do consumers assign a gender to a brand? This is the question that 3 Chinese researchers have tackled in a recent publication. 7 different pieces of research demonstrate that semantic elements associated with size (big, significant, small, giant, …) create unexpected associations in consumers’ minds. Summary Which brands contain...
Snowball effect: advantages, disadvantages, implementation
The snowball effect is a sampling method used in qualitative research. It simplifies the recruitment of respondents under challenging contexts. Sampling realized with the snowball effect has advantages and limitations that we discuss in this article. You will also find an exhaustive definition as well as concrete examples. If you would like more information about the qualitative research we realize, please contact us. Summary What is the Snowball effect? Implementation Advantages Disadvantages Examples Conclusion What is the Snowball effect?...
2021 assessment and 2022 consumption trends in the non-food sector
In 2021, all the non-food sectors recorded positive growth, except for the textile industry. However, this year of growth could be the last. Rising prices, inflation, and the overall decline in purchasing power are all factors that are holding us back. Research on the consumption trends of French people allows us to anticipate the consumption trends for 2022 and 2023. 52% say that their non-food purchasing budget will remain stable (+9% compared to 2021), while 22% of the French...
Market Research: Mobile operators on the Internet
Being the market leader doesn’t necessarily mean that you dominate Google searches. For example, our research shows that in 14 European countries, the market leader is not the leader in online searches. We also show that the French are the ones who get the most information about mobile operators, which is probably a sign of hyper-competition. If you only have 30 seconds Being the market leader in mobile telephony does not necessarily guarantee to be the...
With age, entrepreneurs are less confident but more thoughtful
What is the effect of age on entrepreneurial dynamics? IntoTheMinds has realized research on 840 company founders throughout Europe. The aim was to understand how age influences the company’s launch and the entrepreneur’s confidence. The results confirm some insights but are also surprising in many ways. They also demonstrate that we must adapt entrepreneurship support policies to the age of the entrepreneur. This research complements previous research on the effects of Covid-19 on company creation and female entrepreneurship. Our conclusions in a...
![Media are addicted to notifications … and so are we [Research].](https://www.intotheminds.fr/blog/app/uploads/notifications-smartphone-240x240.jpg)
Media are addicted to notifications … and so are we [Research].
French media are the champions of notifications. They send on average more than 11 notifications per day, 3 times more than Swiss media. The more the day is in full swing, the more notifications we receive about sports. Here are some of the findings of the research we conducted between April and June 2021. We collected more than 8,000 notifications and patiently analyzed them one by one. The results of this unique research reveal that media outlets target specific...
Entrepreneurship : 7 key differences between women and men
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...
Covid: Entrepreneurs are less prepared but more confident
Statistics on business creation in Europe show that the Covid crisis has not discouraged entrepreneurs from starting up. A survey conducted on 825 business creators shows that their confidence is at its highest. However, they are less experienced, make less use of external support and abandon public financing. This extensive research also allows us to appreciate other changes that have occurred since March 2020, such as replacing public funding with private aid. This first article provides detailed results...
![The impact of Covid on food consumption in France [Research]](https://www.intotheminds.fr/blog/app/uploads/visual_salience_whole_foods-240x240.jpg)
The impact of Covid on food consumption in France [Research]
INSEE published the figures for consumption in France in 2020, and the least we can say is that the Covid crisis has had visible effects on French food consumption. The French have cooked more, eaten less outside, and drank much more, no doubt to mitigate the psychological impact of confinement. The impact of Covid on food expenditure in figures meat: +5.2 % bread and cereals: +2.7 % cheese and eggs: +6.3 % fruit and vegetables: +4.2% tea and...
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...
What is the concept of saturation in qualitative research?
“Saturation” is a term that often comes up when we are interested in qualitative methodology and, in particular qualitative interviews. The concept of saturation is related to the number of interviews to be conducted in qualitative research. This article defines the concept of saturation in qualitative research, illustrates it with an example, and gives practical advice. Contact us for your qualitative market research needs Summary Definition Measuring saturation Advice Sources Definition of the concept of saturation As noted by Marshall...
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...
Market research in the Netherlands: the 10 best data sources
This week we list our TOP 10 data sources to help you with your market research in the Netherlands. We have already named several sources to help you conduct your research in Europe (a full list of countries whose data sources have been analysed can be found at the end of this article). Next week we will reveal the data sources for the European Union. As far as the sources for the Netherlands are concerned, a checklist...
Reinventing the museum experience with eye-tracking
The customer experience in museums is mostly the same for everyone. It is linear. Our major cultural institutions do not propose differentiated customer experiences. The emerging use of Big Data in the museum space makes it possible to apprehend all the variations in visitor behaviour and to glimpse ways of improving it. In this article, I develop the idea of using eye-tracking to understand better how art is consumed and to propose new visitor experiences. Si If you...
![How to increase the number of retweets [research]](https://www.intotheminds.fr/blog/app/uploads/twitter_smartphone_coffee-240x240.jpg)
How to increase the number of retweets [research]
Increasing visibility on social media has become essential for any good brand that respects itself. For some of them, Twitter is a platform of choice. But with the rules of the game primarily influenced by social bots, how can you make the most of it? In particular, how can we increase the number of retweets? This is the question asked by two marketing researchers who published their results in the International Journal of Research in Marketing. This research is...
RecSys 2020 : 4 reasons why social media manipulate us
The RecSys 2020 conference took place last week in a new form because of the pandemic. I should have been in Rio de Janeiro with the rest of the scientific community to talk about recommendation systems like every year. Covid-19 changed our plans, and the conference was held online. Despite this move into the virtual sphere, the time difference and the lack of physical meetings, I was still able to take advantage of it. In this article, I...
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...
The case of Arash Derambarsh: this imposture is hiding others
Arash Derambarsh has exploded in mid-air. Lawyer, politician, he had received what he called on his blog the “Nobel Prize for Sustainable Development” (the Win-Win Award) had his doctorate in law withdrawn for plagiarism. His doctoral thesis was 92% plagiarism. The bogus thesis was the revealing element of the imposture. But for one unmasked impostor, hundreds of others remain lurking in the shadows, well sheltered. Let us analyse the Arash Derambarsh case and what it teaches us...
Electric vehicles: market, sales, COVID-19
Automobile manufacturers are moving towards the production of electric vehicles, which are increasingly gaining market share. Against the Chinese and American giants (to name only Tesla), how is the European car industry reacting? In this article, we detail the European market, the restraints on the growth of electric vehicle sales and, above all, the impacts of the COVID-19 crisis. Only for our subscribers: exclusive analyses and marketing advice Email address * Subscribe By signing up, you...
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...
This is what the post-COVID-19 era will look like: new behaviours and impacted activities
In a previous article, I showed that the confined French were adopting new consumption habits. Their research on the Internet shows this. But how will we react once deconfinement is allowed? Will we go back to our little practices or will our behaviour change? What will be the economic impacts of these new behaviours and how will companies have to adapt? This is what I suggest we explore in this article. This analysis is part of...
Google Trends reveals our new behaviours during Coronavirus
What are the new habits caused by confinement? How does consumer behaviour change when consumers are stuck at home? Which companies will be the big winners from the Coronavirus crisis? This is what we invite you to discover thanks to the evolution of the research carried out on google. We have selected 22 keyword searches carried out over the last 90 days in France and Belgium. They are the perfect mirror of our questions as humans...
A study demonstrates the effect of design on customer loyalty
Here is some marketing research that will be of interest to more than one of you. A trio of German researchers has just proved, thanks to four successive studies, that the design of an object has a positive impact on customer loyalty. In other words, an attractive object encourages its owner to use it more often and to remain committed to it afterwards when it is time to replace it. In this article, we explain the...
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