Competitive Landscape: Neuromarketing Companies A
Nielsen offers the most complete suite of integrated consumer neuroscience tools and holds the largest portfolio of patents in the neurotechnology industry, while Merchant Mechanics call themselves the “Pioneers of Retail Forensics” and are proud of their innovative efforts. All the requested information regarding these companies is provided in the attached spreadsheet. A short brief of the findings is provided below.
- The company's revenue is $6.5 Billion.
- Some of its clients are NBC Universal/ Comcast Corporation, The Coca-Cola Company, Nestle S.A., The Procter & Gamble Company, Twenty-First Century Fox, Unilever Group, among others.
- The company's revenue is $8.6 million.
- Some of its clients are 7Eleven, Campbell’s, CVC, Peapod, Darpa, Kroger, McDonald’s, Costco, Target, GNC, Walmart, Walgreens, among others.
- The company’s team, composed of people who are both academics and active practitioners, use different and varied methods to “understand the whole picture” and reveal the connections between “emotions, motivations and decisions”.
Despite our efforts, we were unable to find information about the marketing efforts of Merchant Mechanics. We started our research by looking for campaigns in advertising databases and specialized sites, as well as industry related websites, hoping to find campaigns or ads promoting the company. Unfortunately, the only information we could find were some references to the work done by the company in case studies and some news articles, but even then, information was sparse. We then searched for images and videos of the company, hoping to find any print or digital ad. We found some YouTube videos with the company’s employees as keynote speakers and a Viacom video where the CEO analyzed South Park fans. Next, we searched for press releases, announcements and news articles, hoping to find indications of a campaign or advertisement. We could find some collaborations and news articles mentions, with an analysis provided by the company, which could count as a marketing effort, but there were not a lot of them, and most were from 2011 to 2013. We theorized that the company may conduct their marketing efforts in-person, so we checked their commitments regarding conferences, workshops, symposiums, etc. With this approach, we found several references of the company attending different events, but as far as we could tell, the last one was in 2017. As a last resort, we checked the company’s social media pages, hoping to see some marketing efforts in the form of published studies, interviews, etc. Although Merchant Mechanics’ social media presence is not that strong, they post frequently on Twitter, including their own analysis and studies. Considering the company had/has big clients, such as McDonald’s and Coca-Cola, we assume that the company’s marketing efforts are probably in person, references or individually tailored to the target company, which would not be uncommon for their field, and therefore, not publicly available.
Information found about the details of both companies’ methodology was not very robust, as both ask clients to contact them for further information, probably to maintain a competitive edge. The information available was detailed in the report. Information about clients is also problematic, with the companies providing a list of their clients, but not informing if they are still their clients, or the period that they worked for them. The companies provided for Nielsen, however, are long-term Nielsen clients, and were still their clients in the fiscal year of 2018/2019, according to the company’s 10K form. The company does not disclose the revenue for the neuroscience department, only for the whole company. Merchant Mechanics, on the other hand, as a private and small company, is not obliged to provide public information about their financial business, therefore, we had to rely on third party estimates about the company's revenue.