Mothballs & Decision Sciences or
How Mothballs can help your Brand
Friday, March 28, 14
Walking home from
work the other day, I
smelled the distinct
odor of mothballs.
There was an older
couple walking in
front...
Checking	
  online,	
  I	
  found	
  there	
  were	
  a	
  slew	
  of	
  
mothball	
  suppliers	
  and	
  manufacturers	
 ...
Checking	
  online,	
  I	
  found	
  there	
  were	
  a	
  slew	
  of	
  
mothball	
  suppliers	
  and	
  manufacturers	
 ...
Checking	
  online,	
  I	
  found	
  there	
  were	
  a	
  slew	
  of	
  
mothball	
  suppliers	
  and	
  manufacturers	
 ...
Checking	
  online,	
  I	
  found	
  there	
  were	
  a	
  slew	
  of	
  
mothball	
  suppliers	
  and	
  manufacturers	
 ...
Checking	
  online,	
  I	
  found	
  there	
  were	
  a	
  slew	
  of	
  
mothball	
  suppliers	
  and	
  manufacturers	
 ...
Checking	
  online,	
  I	
  found	
  there	
  were	
  a	
  slew	
  of	
  
mothball	
  suppliers	
  and	
  manufacturers	
 ...
Friday, March 28, 14
...were	
  there	
  enough	
  wool	
  sweaters,	
  coats	
  and	
  
whatnot	
  around	
  to	
  jusBfy	
  sBnky	
  mothball...
This process of observing, what ifs, and discovery is what we live and breathe everyday
at Martin Decision Sciences. This ...
This process of observing, what ifs, and discovery is what we live and breathe everyday
at Martin Decision Sciences. This ...
We go about observing our client’s brand
and customers with research into digital, social, and
traditional media, sales da...
Then we ask questions about
what the data is telling us and create
what ifs based on what we !nd in the
data. (Does anyone...
Digital
Media
Social
Media
TV
Radio
Print
OutdoorPRSurveys
Other
This new approach enables us to look at the
various data ...
With all that said, I still had more questions.
I went to one of my most favorite sites, How Stu"
Works (http://www.howstu...
“Studies on one active ingredient in some repellents,
paradichlorobenzene, found that it can cause cancer
in animals [sour...
And guess what?
Harmless cedar wood works just as well, according to How Stu!
Works. I know that’s true because my mother ...
The polyester shirt brothers
So I wondered if there is a
strong demand for pure 100% wool clothing that
makes you itch?
Wi...
0"
20"
40"
60"
80"
100"
120"
2004(01(04"("
2004(02(22"("
2004(04(11"("
2004(05(30"("
2004(07(18"("
2004(09(05"("
2004(10(2...
Then I found in The Hu$ngton Post that wool is
now the hot fashion fabric for this (2013) Spring’s
outdoor clothing, accor...
“Wool was rubbed out by #eece decades ago, but many
exhibitors said it's back without the itch, still warm and quick
to dr...
So what is the take-away here?
You may want to watch the wool markets for upcoming sales and investment opportunities or d...
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Mothballs...who uses them?

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Mothballs...who uses them?

  1. 1. Mothballs & Decision Sciences or How Mothballs can help your Brand Friday, March 28, 14
  2. 2. Walking home from work the other day, I smelled the distinct odor of mothballs. There was an older couple walking in front of me so I wondered was it their clothing? Who uses mothballs anymore anyway? So I decided to look into it. Friday, March 28, 14
  3. 3. Checking  online,  I  found  there  were  a  slew  of   mothball  suppliers  and  manufacturers  mostly  in   Mainland  China,  Taiwan,  Hong  Kong,  India,   Singapore  and  only  one  in  the  United  States. Friday, March 28, 14
  4. 4. Checking  online,  I  found  there  were  a  slew  of   mothball  suppliers  and  manufacturers  mostly  in   Mainland  China,  Taiwan,  Hong  Kong,  India,   Singapore  and  only  one  in  the  United  States. Friday, March 28, 14
  5. 5. Checking  online,  I  found  there  were  a  slew  of   mothball  suppliers  and  manufacturers  mostly  in   Mainland  China,  Taiwan,  Hong  Kong,  India,   Singapore  and  only  one  in  the  United  States. Friday, March 28, 14
  6. 6. Checking  online,  I  found  there  were  a  slew  of   mothball  suppliers  and  manufacturers  mostly  in   Mainland  China,  Taiwan,  Hong  Kong,  India,   Singapore  and  only  one  in  the  United  States. Friday, March 28, 14
  7. 7. Checking  online,  I  found  there  were  a  slew  of   mothball  suppliers  and  manufacturers  mostly  in   Mainland  China,  Taiwan,  Hong  Kong,  India,   Singapore  and  only  one  in  the  United  States. Friday, March 28, 14
  8. 8. Checking  online,  I  found  there  were  a  slew  of   mothball  suppliers  and  manufacturers  mostly  in   Mainland  China,  Taiwan,  Hong  Kong,  India,   Singapore  and  only  one  in  the  United  States. Friday, March 28, 14
  9. 9. Friday, March 28, 14
  10. 10. ...were  there  enough  wool  sweaters,  coats  and   whatnot  around  to  jusBfy  sBnky  mothballs?   What  kinds  of  moths  eat  wool  -­‐  was  it  all   species?  Are  they  around  only  in  warm  months?   What’s  the  real  story  here? Then I wondered... Friday, March 28, 14
  11. 11. This process of observing, what ifs, and discovery is what we live and breathe everyday at Martin Decision Sciences. This relentless curiosity is as addictive as wool is to moths. So why am I thinking so much about mothballs, wool and bugs? Friday, March 28, 14
  12. 12. This process of observing, what ifs, and discovery is what we live and breathe everyday at Martin Decision Sciences. This relentless curiosity is as addictive as wool is to moths. So why am I thinking so much about mothballs, wool and bugs? Friday, March 28, 14
  13. 13. We go about observing our client’s brand and customers with research into digital, social, and traditional media, sales data and Internet presence using a variety of data mining and optimization tools. Friday, March 28, 14
  14. 14. Then we ask questions about what the data is telling us and create what ifs based on what we !nd in the data. (Does anyone use mothballs anymore? Do people still buy wool clothing?) We con!rm or throw out our what ifs based on more in-depth research. Friday, March 28, 14
  15. 15. Digital Media Social Media TV Radio Print OutdoorPRSurveys Other This new approach enables us to look at the various data sources, connect the dots and determine how each a"ects each other for deeper insights and better decision-making. Friday, March 28, 14
  16. 16. With all that said, I still had more questions. I went to one of my most favorite sites, How Stu" Works (http://www.howstu"works.com) where you can learn just that – how stu" works. I found that the U.S. Environmental Protection Agency requires mothball manufacturers to include a warning on packaging to "avoid breathing in the vapors." Who would want to? Friday, March 28, 14
  17. 17. “Studies on one active ingredient in some repellents, paradichlorobenzene, found that it can cause cancer in animals [source: EPA]. Although scientists do not know if it is also a human carcinogen, the animal trials provided su!cient evidence to urge people to handle them with caution. Other types of mothballs use naphthalene, which after prolonged exposure can damage or destroy red blood cells [source: Centers for Disease Control and Prevention]. The chemical can also stimulate nausea, vomiting and diarrhea.” - How Stu! Works That’s one reason why there is only one mothball manufacturer/supplier in the US. And there’s more... Friday, March 28, 14
  18. 18. And guess what? Harmless cedar wood works just as well, according to How Stu! Works. I know that’s true because my mother had a cedar chest where she would store her wedding dress and other clothing items that were precious to her. Friday, March 28, 14
  19. 19. The polyester shirt brothers So I wondered if there is a strong demand for pure 100% wool clothing that makes you itch? With all the advances in better materials to keep you warm and dry like lighter Gortex, Polyester, Spandex, synthetic #eece and wool blends why would someone risk good money for a wool sweater that can be eaten by bugs? Friday, March 28, 14
  20. 20. 0" 20" 40" 60" 80" 100" 120" 2004(01(04"(" 2004(02(22"(" 2004(04(11"(" 2004(05(30"(" 2004(07(18"(" 2004(09(05"(" 2004(10(24"(" 2004(12(12"(" 2005(01(30"(" 2005(03(20"(" 2005(05(08"(" 2005(06(26"(" 2005(08(14"(" 2005(10(02"(" 2005(11(20"(" 2006(01(08"(" 2006(02(26"(" 2006(04(16"(" 2006(06(04"(" 2006(07(23"(" 2006(09(10"(" 2006(10(29"(" 2006(12(17"(" 2007(02(04"(" 2007(03(25"(" 2007(05(13"(" 2007(07(01"(" 2007(08(19"(" 2007(10(07"(" 2007(11(25"(" 2008(01(13"(" 2008(03(02"(" 2008(04(20"(" 2008(06(08"(" 2008(07(27"(" 2008(09(14"(" 2008(11(02"(" 2008(12(21"(" 2009(02(08"(" 2009(03(29"(" 2009(05(17"(" 2009(07(05"(" 2009(08(23"(" 2009(10(11"(" 2009(11(29"(" 2010(01(17"(" 2010(03(07"(" 2010(04(25"(" 2010(06(13"(" 2010(08(01"(" 2010(09(19"(" 2010(11(07"(" 2010(12(26"(" 2011(02(13"(" 2011(04(03"(" 2011(05(22"(" 2011(07(10"(" 2011(08(28"(" 2011(10(16"(" 2011(12(04"(" 2012(01(22"(" 2012(03(11"(" 2012(04(29"(" 2012(06(17"(" 2012(08(05"(" 2012(09(23"(" 2012(11(11"(" Trendline(showing(interest(over(0me(based(on(wool(searches(in(Google( Looking at Google Trends and based on the number of times wool clothing is searched, I found there was a downward trend starting in December 2010 through December 2012, meaning wool was losing its appeal. My hypothesis was right on so I thought. Friday, March 28, 14
  21. 21. Then I found in The Hu$ngton Post that wool is now the hot fashion fabric for this (2013) Spring’s outdoor clothing, according to exhibitors at the world's largest expo for outdoor equipment and apparel, The Outdoor Retailer Winter Market held in Salt Lake City January 2013. Friday, March 28, 14
  22. 22. “Wool was rubbed out by #eece decades ago, but many exhibitors said it's back without the itch, still warm and quick to dry and it doesn't hold body odors, a big drawback of #eece,” the Post reported. The Guardian/The Observer, UK’s leading newspaper, reported last fall that, “After years of decline, the British wool industry is making a comeback thanks, in part, to luxury fashion's newfound love of suits, formalwear and knitwear.” Other publications reported the same news. Friday, March 28, 14
  23. 23. So what is the take-away here? You may want to watch the wool markets for upcoming sales and investment opportunities or dig out your old wool garments to be the latest fashionista. All that from just the odor of mothballs... 10-year trend line showing rising cost of wool Source - Australian Wool Innovation April 2013 Market Intelligence Report Friday, March 28, 14

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