Maybe* partners with Innesco for world’s largest social listening project for #MAPIC

Maybe* has teamed up with Innesco to deliver a social listening project – the largest of its kind ever undertaken in the commercial real estate sector.

'MAPIC' is a major international retail and real estate event for key property players connecting retailers, developers, cities and investors with around 8,600 participants, 2,100 retailers and 2,500+ developers.

This year’s theme is “Transforming reality – Physical in the age of Digital”.

Polly Barnfield OBE, CEO and founder of Maybe* says "Consumers have a global choice in their pocket, 24/7/365 days a year.  To predict the future of retail you need to understand the needs and expectations of consumers, all of which are reflected in conversations that are happening today. While online shopping seems to get the most attention, the dynamic that is frequently overlooked is the significant degree to which most consumers’ shopping journeys start via a digital channel, regardless of where the ultimate transaction is rung...."

"Understanding the customer conversation that surrounds this journey and the associated experience is vital for retail success and future plans. We are delighted to be working with Innesco on this important piece of research."

Polly Barnfield OBE, CEO and founder, Maybe*


The project

To demonstrate and reveal the variety of lifestyle experiences consumers now have and expect alongside retail rather than independently of it, Maybe* is asking consumers What is the future for retail and entertainment in our towns and cities?.

The project will assess the importance of stores being active participants in conversations to drive their footfall.

Maybe* is collecting views from consumers all around Europe for the two weeks before the event. The same question will then be asked to delegates during the event.

Using a combination of social listening, AI and chatbot technology in the Maybe* platform, the project will listen to and reach 1 million people across the world.

The findings will be displayed on Innesco’s screens, shared on Innesco and Maybe*’s social media and blogged about during the event.

"We are proud to be carrying out this pioneering type of research with Maybe*...This social listening project is the first of its kind and the largest ever undertaken in any sector – just another example showcasing how Innesco uses technology, data and other innovations to conduct research and deliver its findings in effective ways. It will be fascinating to see how consumer views match up against that of professionals working inside the sector.”

Dan Innes, MD of Innesco