Pi-Consulting

Americans firmly believe they are among the hardest-working people in the world, and they certainly have fewer official holidays. (See “Getting Paid In Time” on this website, posted Sept 15th 2005). But new research suggests that the Overworked American may be a myth. A study from the Federal Reserve Bank of Boston and Chicago University’s Graduate School of Business suggests that US citizens have more free time than ever before, rising by 4-8 hours a week over four decades. American workers may put in more office hours than people in countries where average hours have dropped sharply following shorter-working-week legislation. But the study’s authors argue that hours spent at an employer’s premises is too narrow a definition of “work”, which they argue should be revised to include time spent shopping, cooking and keeping house. The study demonstrates that Americans spend significantly less time on these chores than forty years ago, thanks to the revolution in the household that brought in niftier appliances, internet shopping and 24-hour store opening. (Source: The Economist).

Research indicates once again that the sun is rising in the East, but could be setting in the West. How are the two hemispheres feeling about the immediate future? Don’t ask the French or the Germans, say respondents in an 18-country survey by Seattle’s Global Market Institute. They are convinced there is much to fear. In those two countries, around three-quarters of respondents viewed their domestic economies as being in a mess, while over half were convinced that the immediate future for their countries can only get worse. The third- and fourth-most-pessimistic countries were the USA and the UK, both with just above 40% expecting a further downturn in 2006. By contrast, around four-fifths of respondents in China and India are expecting further economic advance this year. (Source: Admap).

As a typical part of the market research industry, consumer insight research tends to have a jargon all its own. Words are bandied about, often applied in varying and different ways, sometimes sloppily or capriciously interchanged, and certainly not always applied with clarity and consistency. (more…)

Consumers’ chances of finding their “double tall skinny vanilla latte”, (or any of Starbucks’ claimed 55,000 beverage varieties and combinations), are increasing as Starbucks continues its worldwide expansion. There are already 10,500 Starbucks locations spread across 37 countries, and each day sees another five being inaugurated. Despite the fact that “There’s an awful lot of coffee in Brazil”, the company has its sights set on major growth there, as well as in Russia and India. With 200 outlets already operating in China, Starbucks say the People’s Republic is on track to being its biggest market outside the USA. This would be impressive, considering that the plan is to double the number of American Starbucks locations to 15,000. Howard Schultz, Starbucks’ chairman and “chief global strategist” is determined that your local coffee house will be “a third place between home and work”. Just make sure you have at least $4 – probably more like $6 – to pay for your coffee before you park your parka on the Starbucks sofa. (Source: The Economist)

A parable. (Not a very politically correct parable, admittedly, but you have to take parables as they come).

An old man is walking though the forest when he hears a croaky little voice. He looks down and sees a frog calling out to him. “I am not what I seem. I am really a beautiful princess” says the frog, “sexy and desirable, well-versed in the erotic arts of love. The wicked queen was jealous of my allure, and turned me into a frog. All you have to do is give me a kiss, and I will turn back into a princess. Then you will enjoy all the sensual delights of my voluptuous charms and my passionate nature”. The old man promptly reaches down and puts the frog in his pocket. The little green head sticks out, and croaks indignantly “Hey, aren’t you going to kiss me?”. “Nope”, comes the reply, “at my age you can have a lot more fun with a talking frog than you can with a raving nymphomaniac”. (more…)