M1nd-set sees in the New Year with refreshed corporate identity & website

By Luke Barras-hill |

The new m1nd-set corporate logo.

Leading Swiss travel retail research firm m1nd-set has unveiled a new company logo and redesigned website to mark its fifteenth anniversary in 2022.

Vevey-based m1nd-set, partner of the consumer-voted Travel Retail Awards and Travel Retail Consumer Forum, was co-founded in 2007 by Peter Mohn and David Perroud [Perroud sold his stake in the company and departed in 2020 – Ed].

The updated m1nd-set logo boasts the strapline ‘Research Beyond Borders’ accompanied by an airline taking off and retains the classic pink colourset.

Anna Marchesini, Head of Business Development at m1nd-set and coordinator for the rebrand, explained: “Among the most regular feedback our clients give us is the way in which we at m1nd-set go out of our way to meet clients’ needs and surpass their expectations.


“The ‘Research Beyond Borders’ tagline in the logo also reflects the reputation m1nd-set has earned over the past fifteen years: that we regularly go beyond the call of duty.”

Over the course of fifteen years, the m1nd-set team has constructed an exclusive global database.

This features more than 750,000 international travellers sourced from in excess of one hundred nationalities, all recruited at airport departure gates.

The combination of the company’s database and proprietary data mining tool Business 1ntelligence Service (B1S), which includes traffic data courtesy of IATA, has unlocked relationships with 115 clients over the past decade-and-a-half.

M1nd-set is able to offer detailed consumer insights together with ad-hoc research projects, which it has conducted across all continents since 2007.

The firm says a key and exclusive USP has been its ability to offer clients ‘unparalleled access’ to international travellers through research teams positioned airside at more than 60 airports across the globe.

Having initially established a strong base in the European travel retail market, m1nd-set broadened its reach to Asia Pacific which is today the most popular market for international traveller and shopper insights.

In addition to shopper insights, the Swiss company has developed the world’s largest syndicated airline satisfaction programme conducted in partnership with IATA since 2010.

Up until the pandemic ravaged the air transport sector, 25 leading airlines had subscribed to the ‘airs@t’ programme.


Reflecting on the past 15 years, m1nd-set owner and CEO Peter Mohn commented: “We founded m1nd-set when marketing intelligence and in-depth shopper insights in travel retail were relatively rare and used only infrequently.

“We have grown our business essentially around travel retail and the travel retail shopper insights specialisation has been an incredibly strong growth pillar for us.

“Had we diluted our business to conduct consumer research across other sectors, we would not have been able to bounce back from the pandemic with the healthy recovery we are currently seeing.

TRBusiness and m1nd-set have forged a close partnership, which was responsible for delivering the inaugural Travel Retail Consumer Forum in September 2021. Pictured alongside the TRBusiness team are m1nd-set CEO Peter Mohn (eighth from left), COO Clara Susset (ninth from left) and Head of Business Development Anna Marchesini (tenth from left).

“The past six months have been very positive for m1nd-set and we are pleased to start the new year with three additional members of the team starting early 2022.

“We look forward to further positive revival of the business as we continue to service the industry with our insights and the new events part of the business, the successful TR Consumer Forum, the second edition of which will take place in September 2022.”

Clara Susset, Chief Operating Officer, m1nd-set, says the combination of m1nd-set’s unique and exclusive assets – its international traveller database, B1S market intelligence and the air traffic forecasting tool in partnership with IATA, plus travelling consumer insights – has translated to ‘extremely strong customer loyalty and a robust revival in the investment in consumer research’.

“The global pandemic has brought about a significant shift in behaviour among all shopper segments,” she explained. “Travel retail industry stakeholders need reliable and relevant shopper insights on consumer behaviour in the context of this pandemic, which continues to impact the way consumers are planning their travel and shopping when travelling.”

As reported, TRBusiness and m1nd-set will host the second iteration of the TR Consumer Forum – the only trade event dedicated entirely to insights, views, data & research on consumers – in September 2022.


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