Tediber, the success story of a Digital Native Vertical Brand (DNVB)
Tediber, founded by Julien Sylvain, is a company whose particularity is to sell on the Internet an object whose marketing was until now the exclusive preserve of “permanent” shops: the mattress. A native digital actor, Tediber has just opened a brick-and-mortar store in the Marais district of Paris (13 rue Sainte-Croix-de-la-Bretonnerie), a turning point in his strategy as an online “pure player” that encourages us to dedicate this article to it. Read also Read our white...
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...
Here are the 4 reasons why innovations in the food sector fail
One of the conclusions from my SIAL 2016 report was that many innovations were launched without having the consumer in mind and without market research. Those innovative products were doomed to fail and 80% weren’t actually theree anymore 12 months after they had been launched. For most of them no market research had been carried out. I’ve carried out dozens of interviews at SIAL 2018 to confirm this hypothesis. Surprinsingly, my findings show that firm size...
WeMaintain : this startup disrupts the market of elevator maintenance
BFM Académie, the first contest for new business creators on radio and television, is now in its 13th edition and this year, it is Jade Francine, creator of WeMaintain, an elevator maintenance company, who is the winner. Its slogan is “using digital technology to enhance the value of technical professions”. We had the pleasure of interviewing her and learning more about this somewhat revolutionary concept within this specific market. The concept of WeMaintain Jade Francine sees...
Market research at SIAL Paris 2018. Trend #5: Sensational Food
Pleasure is undoubtedly one of the values that guide innovation in the food industry. It comes in different forms, and we would like to treat today “sensational” products, those that provide intense pleasure. In today’s article, we illustrate this area of innovation with 3 examples. All of them offer a recipe enhanced by the addition of a powerful ingredient: ginger for Molino Spadoni and Ponti, truffles for Calugi Srl. Ginger and truffle are of course ingredients...
Market research at SIAL Paris 2018. Trend #4: Clean Food
The trend in the food market that we have called “clean food” includes various directions ranging from healthy snacking (see on this subject Eat Real products), vegetable alternatives such as those proposed by Pedon, the expansion of organic food that manufacturers can now no longer ignore. The innovations presented at SIAL generally follow several trends (the examples mentioned above bear witness to this since we have mentioned them in the articles we have devoted to other...
Market research at SIAL Paris 2018. Trend #3: Veggie alternatives
Consumers who are vegan enthusiasts represent only 1% of the population and vegetarians only 2%. These are niche markets on which some companies are still trying to focus. A much larger niche is the flexitarians, that part of the population (estimated at 40%) that reduces its meat consumption in favour of vegetable alternatives without completely abandoning the meat diet. Read also SIAL Paris 2018: What are the trends in the food market? In today’s article, we...
Market research at SIAL Paris 2018. Trend #2: Easy Snacking
Pleasure remains one of the significant areas of innovation in the field of food and the SIAL Paris 2018 world food exhibition allowed us to identify some exciting products that are following this trend. To understand all the market trends, don’t hesitate to consult our other articles (superfoods, clean foods, vegetarian alternatives, sensational foods) as well as all our tips for visiting SIAL effectively and an overview of the innovations in the 2018 food market in...
Market research at SIAL Paris 2018. Trend #1: Super Food
Our market research on the food market conducted at SIAL Paris 2018 has enabled us to identify some key trends that we will share with you in a series of articles on this blog. If you would like more information about the new products we have discovered and tested, please do not hesitate to contact us. The first article in this series concerns superfoods, a trend that has already been well established for many years but...
SIAL Paris 2018: What are the trends in the food market?
SIAL Paris, the leading trade fair for innovation in the food sector, takes place every 2 years in the Exhibition Centre, Villepinte, in the north of Paris. It is generally said that 3000 new products are presented during the 5 days of the show. These 3000 new products are estimated to represent 10% of the annual global innovation (estimated at 30,000 products). You can therefore easily see that SIAL is a playground and is ideal for...
Practical guide for visiting SIAL Paris food fair: 12 Do’s and Don’ts
SIAL is a the world’s largest food and drink professional fair. It attracts more than 7000 exhibitors from over 100 countries every 2 years in Paris. It takes place at the “Parc des Expositions”, outside of Paris and next to the Roissy Charles de Gaule airport. Making the best of your visit to a fair like this requires careful preparation. Follow our advice (we’ve been attending SIAL for 10 years) to optimize your visit. 1. Do...
Le Testeur, a store to conduct market research in real conditions
As part of our marketing and retail monitoring, we have recently interviewed Sabrina Le Bourgeois, Director of communications at SEMAEST, a mixed economy company based in Paris, to learn more about the Le Testeur boutique located at 14 rue du Château d’Eau in the 10th arrondissement, an innovative way to conduct market research in real conditions while minimising the risks involved. Here is what we have learned about this concept. Le Testeur, a way to conduct...
SIAL, the world’s largest food innovation fair, opens its door in Paris
Like every 2 years, time has come to spend a few days in Paris to research the latest trends in the food and drink industry. There is no better place to do it than to visit the SIAL, the worldwide largest food and drinks fair that takes place every 2 years. Facts and figures about SIAL More than 7000 exhibitors from 109 countries will be present which ensures for a comprehensive view of the market. Read...
Trocotel : how solving customer dissatisfaction leads to new business
The Trocotel website is an interactive platform created by Etienne Merlo and Jérôme Rouvront, both former employees of the Accor group. We went to interview Etienne Merlo to better understand the motivating factors behind the creation of this website. The idea of Trocotel comes from first-hand experience. These two employees were confronted each day with the dissatisfaction of many customers who had booked at an Accor hotel, but who, because of an unforeseeable event, could not...
Market research: how and why Cognac exports reached all-time high
The market for Cognac is booming. Never before have so many Cognac bottles been produced and exported. The 200-million-bottle milestone was reached for the first time this year. In today’s article we’d like to deliver you some market research insights that we compiled from different sources, including a quite unusual one: a study by French customs. The latter proves that market research can (and should) be done using sources from many different horizons. Contact us for...
Using sensory marketing to improve your brand image
The company Arthur Dupuy, based in Montpellier, France, specialises in the creation of tailor-made olfactory signatures. We have interviewed its creator, Arthur Dupuy, to understand his actions and to examine customer expectations in this unique field of sensory marketing. The Arthur Dupuy Company. The only French company in the sector to be affiliated with a university, notably the University of Montpellier. The company is co-directed by a Doctor of Pharmacy, a teacher and researcher who is...
Marketing research: the influence of privacy perception on customer loyalty
What does privacy mean in the age of robots, articifial intelligence and omnipresent algorithms? How do users percive privacy and how is it traded off against other benefits (personalization for instance)? Those are still emerging questions that a team of marketing researchers from the University of Toulouse (France) tried to answer at the 2018 EMAC conference that was helf in Glasgow. More specifically the study looked at the factors influencing the “sharing frequency” as a dependent...
Beneteau applied simple market research method to calcule market share
French radio and TV station BFM has a very interesting program that I like to listen to. It’s called BFM strategy and his basically a TV and radio course on business strategy that is given by Xavier Fontanet, former Président of Essilor and visiting professor at HEC business school. Read also Read our white paper on market research In one of the latest episodes, Fontanet, who was also the COO of French sail and motor boat...
IntoTheMinds offers market research services in France
We are happy to announce that we opened in July our office in Paris to be closer to our French customers. Located in the 9th district of Paris (13-15 rue de Taitbout), a stone’s throw from the Opera house, offers facilities to welcome clients, conduct focus groups as well as face-to-face interviews. Our Paris base camp also offers us an opportunity to take a closer and more continuous look at the vibrant retail scene. As you...
How to do market research? Phase 7: the transition to the business plan
How to make the transition from your market research to your business plan? This is the last of the 7 steps of our market research methodology. Today we will discuss why market research needs to be seen as an input to your business and financial plans. Read phase 7 of our market research methodology Before we give you an overview of this last step, let us remind you that you can read the previous posts that...
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...
Market research : 190000 users surveyed on their connected future
The Mozilla foundation released the results of a worldwide market research on digital lives. The survey was entitled “How connected are you?” and gathered answers from pretty much all countries around the world. In today’s post I chose to focus on some particular aspects of it that relate to articles I’ve published over the past weeks. Contact us to carry out your surveys Customers’ expectations about their future connected life : not so bright It’s clear...
Combining ethnography and Big Data in market research : a real example
Qualitative research techniques have inherently an ethnographic background that many market research firms tend to ignore. Qualitative techniques are there to help researchers discover what’s going on and build their assumptions. This is exactly what we tried to do when we visited the N5 winebar last month too prepare the launch of the franchise. Observation as a qualitative market research technique The first step we undertook was to spend 3 full days in Toulouse to understand...
Market research : evolution of food purchasing behaviors on the French market
What are the significant trends in the food market? What is consumed, and how? In this article, we return to the evolutions of this market. Discover also the prospective study that we carried out on the future of the retail sector at the time of Covid-19 and our study on the market of organic products. As we detail in our white paper on market research, you will have to rely on many complementary aspects for a...
Interview of Edward Vizard on implementing Pay-What-You-Want at Garçonne & Chérubin
A few weeks ago we discussed an interesting, yet rather unusual, pricing scheme in the retail sector applied by e-merchant Garçonne & Cherubin : the Pay-What-You-Want system. We discuss today the experience of Edward Vizard, founder of Garçonne & Chérubin, on this pricing scheme. IntoTheMinds: How did you come up with the idea of making a Pay-What-You-Want system? Edward Vizard : Being of British origin and particularly interested in UK consumers’ consumption patterns, I got interested in new...
Retail : Garconne et Cherubin offers “Pay-What-You-Want” option
“Pay What You Want” is a concept that allows customers to gain control back over the prices they pay. This technique is rather old and academic research dating back to 2009 showed the benefits of that approach. A few concrete examples were noticed here and there, but this marketing strategy remained rare. Firms remain reluctant to let customers decide and fear that this freedom may be misued by customers. In this context we got interested in...
Nissan Electric Café : a popup store where you pay with energy instead of money
Nissan opened an original popup café to promote XStorage, a product made from recycled Nissan Leaf batteries that aims at storing energy for home usage. Under the hashtag #ElectrifyTheWorld Nissan tries to start the dialogue with citizens on alternative ways to create, store and use energy. It’s also for them a way to promote their XStorage battery system, a by-product of Leaf batteries. For those of you who don’t know the Leaf, it’s their 100% electrical...
Dove opens first popup store in Paris : it’s superb
Dove opened in Paris its first ever popup store on 9 November 2016 in the Saint-Lazare neighborhood (105 rue Saint-Lazare) and the least we can say is that it was impressive. Unlike other popup stores, this one is just massive and resembles very much a “normal” store in terms of surface, personnel, and diversity of experiences proposed. In addition it has a very “clean” look, much aligned with Dove positioning. The store itself is divided into...
Thierry Mugler popup store creates sensory customer experience
Thierry Mugler opened à popup store for a very short period of time to promote his new perfume #HateToLove. This ephemeral retail space was located 14 rue de Turenne in Paris. Despite the limited space available, Mugler managed to create an interesting sensory customer experience, one that differentiates from what other popup stores propose (having a differentiation strategy, even for popup stores, has become pivotal for marketers) Next to some trendy “tools” that are now widespread...
Re-Belle jams : an ethical project against food waste
Here is a very nice project we discovered at SIAL 2016 : jams made from fruits and vegatables that were removed from the shelves and that should have thrown into the bin. It can be seen as the extension of trend that emerged in 2014 when Intermarché started selling “ugly fruits and vegetables”, i.e. fruits and vegetables that couldn’t be sold because of their aspect and lack of conformity to the standard of the retail industry....
Sharing economy : revenues to be taxed in France
The good thing with the sharing economy is that it has empowered individuals to make money. The bad thing is that governments haven’t been able to take much advantage of those new business models. In France the sharing economy represents a turnover of €2.5bn and a workforce estimated to 13000. Needless to say, it was more than enough to get the attention of governments in desperate need of money since the financial crisis has begun in...
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