Mothballs & Decision Sciences orHow 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 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

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

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

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

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

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

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

Friday, March 28, 14

...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

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

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

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

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

Digital Media

Social Media

TV

Radio Print

Outdoor PR Surveys

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

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

“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

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

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

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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

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

“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

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