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...
Marketing Mix: Duracell Optimum breaks battery market codes
In a sector as “banal” as that of batteries, it is difficult to stand out. However, Duracell has just pulled off a real “marketing coup” with the launch of “Duracell Optimum.” This is an opportunity for us to analyze the marketing mix. 1/3 Duracell-optimum-1 2/3 Duracell-optimum-2 3/3 Duracell-optimum-4 If you only have 30 seconds The battery market has grown steadily for the past 10 years and was boosted during the Covid crisis. Duracell and Varta are the two companies...
Amazon is seeking to transform the competitive landscape in logistics
As early as 2014, we announced that Amazon would become a competitor to traditional delivery companies such as DHL and FedEx. The last five years have proven us right. After launching its network of automatic lockers, Amazon is putting additional pressure on its suppliers by encouraging its employees to become competitors of DHL, FedEx and other UPS through its “Delivery Service Partner” program. Amazon offers a bonus of €10,000 to its employees, three months’ salary and...
Market research: the use of mobile diaries in TV audience measurement
In today’s article will discuss the use of mobile diaries as a market research method. Mobile diaries are largely unknown; yet a recent research paper sheds light on the potential of this tool to complement existing quantitative market research techniques. More specifically the research focused on audience measurement in the broadcasting world. Read also Read our white paper on market research The authors claim that : “Studying consumers’ behaviors and decisions often requires individual-level information of...
Facebook alert: users are massively desinstalling the app in the US
A recent market research report published by the Pew Research Center, one of the worldwide leading market research institutes, sheds light on a phenomenon that may be the biggest threat that Facebook has had to face until now. A possible consequence of the Cambridge Analytica scandal, what the report reveals is that US users are massively deleting the Facebook application from their smartphone. Even worse, those who are must disinstalling the Facebook app are the younger...
30 days to read privacy policies: consent fatigue will make GDPR ineffective
It is said that the average American is subject to some 1500 privacy policies on a yearly basis which represent dozens of working days worth of reading. I did a little bit of research to find out where this come from and found out that the figure of 75 days worth of reading often cited in the press is erroneous. I did the math and found 30.5 days. Find out more in this article about “consent...
Marketing concept : in this bar cocktails are made by robots
Las Vegas is a kind of paradise for marketers. Not only is the city hosting a lot of important shows (like the CES or the NAB) but it also hosting some crazy marketing concepts. I spotted this one, a bar called The Tipsy Robot, located at the Miracle Miles shopping mall last month. Read also A map of the best and most innovative retail concepts in the world The principle behind this bar is simple: your...
Retail innovation: smart shelves enable dynamic pricing
The biggest retail show on earth just opened its doors in New York. The NRF 2018 is the ideal place to observe market trends in the retail sector (professional shows in general are very good places to start market research: see also the example of SIAL in the food sector). This year one interesting innovation caught our eyes : smart shelves enabling personalized pricing Smart shelves for dynamic pricing We already discussed adaptive pricing (or “dynamic...
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...
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