Cicero Institute
Our experience in various industries gives us a unique perspective on the implications of both corporate and public policy. The goal of the Cicero Institute is to provide various viewpoints to help policy makers and business leaders make more informed decisions. These papers include relevant and insightful findings from some of our executives and top analysts.
A Deeper Look at For-Profit Marketing
2010: , , and
Some commentators condemn the for-profit education industry for spending more on marketing than public and private not-for-profit (traditional) schools. Ultimately, this argument is founded on the premise that traditional and for-profit schools should expend similar quantities and types of resources in marketing. But should we expect similar marketing expenditures from all colleges and universities?
This paper compares marketing expenditures at public, private, and for-profit colleges and universities. The findings reveal specific and unique student motivations that demand different higher education marketing approaches.
2010: , , and
A majority of school districts are adopting sophisticated data systems, collecting increasing amounts of data, and becoming increasingly data literate. However, even data enthusiasts must face the reality that despite the explosion in data use, our most reliable national assessment benchmarks suggest scores have only marginally improved.
This paper examines why data-driven reform in K-12 education has fallen short and presents several actionable ideas to help schools better leverage data and improve student outcomes.
Utah Schools Must Produce more Job - and College - Ready Graduates
2010: and
The recent financial crisis has made policy wonks argue about short- and long-term solutions to the challenges we face. Investing in a better educated and more skilled workforce is the most viable long-term strategy for helping America and Utah emerge from this crisis in a stronger and more competitive global economic position than we entered it.
This article suggests foundational steps, upon which State legislatures can build to create programs and initiatives that will result in more prepared high school graduates.
Market Research, Gut Feelings, and Recessions
2009: and
During a recession, there are seemingly strong arguments for why market research should be first on the chopping block. Recessions force companies to review the value derived from all expenditures and while market research often yields interesting information, it is sometimes difficult to tie those insights to the company's bottom-line.
This paper presents a brief historical analysis of past downturns and suggests that effective market research can help companies overcome misdirected "gut feelings" and find success even in the worst economic downturns.
Who is Your Customer, and What Do They Want?
2009: , and
In the late 1990s Levi-Strauss failed to anticipate new consumer tastes in jeans, and subsequently lost $6 billion in market value. Meanwhile VF Corp., maker of Wranglers and Lee Jeans, worked with customers to introduce new styles that increased VF's market share.
Companies need to approach production and marketing decisions with an understanding of customer needs. This paper explores the relationship between success and effective customer research.
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