Table 1 Profile of interviewed managers...

Table 1

Profile of interviewed managers and their organizations*

Name **	Profile	Position	Company's industry	Organization size***	Interview length	Client	Code
Albert	male, 42 yo	country manager	food wine digital contents	$ 69.4 million in 2020	47 min	consumer	I01
Alessio	male, 32 yo	head of users acquisition	conglomerate services	€ 595 million in 2018	37 min	mixed	I02
Alex	male, 40 yo	market analysis director	conglomerate services	>€ 10 million in 2020	34 min	business	I03
Alexandra	female, 37 yo	engagement manager	Internet services	€ 595 million in 2018	31 min	mixed	I04
Andrea	male, 37 yo	corporate digital manager	pharmaceutical	€ 350 million in 2021	41 min	mixed	I05
Anna	male, 32 yo	digital marketing manager	online fashion retailer	€ 206 million in 2021	29 min	consumer	I06
Carl	male, 38 yo	head of marketing	Internet services	€ 4.3 million in 2019	31 min	consumer	I07
Danilo	male, 35 yo	chief marketing officer	Internet services	€ 92.1 million in 2021	44 min	mixed	I08
Francis	male, 46 yo	marketing manager	financial services	>€ 10 million in 2020	25 min	mixed	I09
Gianandrea	male, 34 yo	head demand planning	tyres manufacturer	¥ 3,650 billion in 2018	39 min	mixed	I10
Lawrence	male, 52 yo	chief financial officer	food chocolate	€ 10,903 mln 2017/18	45 min	consumer	I11
Leonardo	male, 59 yo	entrepreneur founder	marketing research	<€ 1 million in 2019	34 min	business	I12
Marc	male, 38 yo	chief digital marketing	publisher	€ 214 million in 2018	45 min	consumer	I13
Paula	female, 35 yo	IT sales senior manager	luxury fashion brand	€ 1,494 mln in 2018/19	54 min	consumer	I14
Peter	male, 45 yo	digital sales director	eyeswear	€ 1,012 million in 2019	56 min	consumer	I15
Philip	male, 45 yo	regional sales director	luxury fashion brand	$ 1,344 mln in 2018/19	40 min	consumer	I16
Simon	male, 45 yo	marketing director	electromedical	€ 43,1 million in 2021	49 min	business	I17
Stefano	male, 39 yo	chief digital innovation	luxury fashion brand	€ 1,349 million in 2018	60 min	consumer	I18
Stephen	male, 32 yo	IT and service manager	luxury fashion brand	€ 730 million in 2017	54 min	consumer	I19
Thomas	male, 37 yo	chief marketing officer	digital platform	>€ 10 million in 2021	30 min	mixed	I20
Vincent	male, 40 yo	chief technology officer	luxury fashion brand	$ 1,360 million in 2018	64 min	consumer	I21
Walter	male, 41 yo	retail real estate director	specialty fashion brand	$ 1,429 mln Q1 19/20	34 min	consumer	I22

Name **	Profile	Position	Company's industry	Organization size***	Interview length	Client	Code
Albert	male, 42 yo	country manager	food wine digital contents	$ 69.4 million in 2020	47 min	consumer	I01
Alessio	male, 32 yo	head of users acquisition	conglomerate services	€ 595 million in 2018	37 min	mixed	I02
Alex	male, 40 yo	market analysis director	conglomerate services	>€ 10 million in 2020	34 min	business	I03
Alexandra	female, 37 yo	engagement manager	Internet services	€ 595 million in 2018	31 min	mixed	I04
Andrea	male, 37 yo	corporate digital manager	pharmaceutical	€ 350 million in 2021	41 min	mixed	I05
Anna	male, 32 yo	digital marketing manager	online fashion retailer	€ 206 million in 2021	29 min	consumer	I06
Carl	male, 38 yo	head of marketing	Internet services	€ 4.3 million in 2019	31 min	consumer	I07
Danilo	male, 35 yo	chief marketing officer	Internet services	€ 92.1 million in 2021	44 min	mixed	I08
Francis	male, 46 yo	marketing manager	financial services	>€ 10 million in 2020	25 min	mixed	I09
Gianandrea	male, 34 yo	head demand planning	tyres manufacturer	¥ 3,650 billion in 2018	39 min	mixed	I10
Lawrence	male, 52 yo	chief financial officer	food chocolate	€ 10,903 mln 2017/18	45 min	consumer	I11
Leonardo	male, 59 yo	entrepreneur founder	marketing research	<€ 1 million in 2019	34 min	business	I12
Marc	male, 38 yo	chief digital marketing	publisher	€ 214 million in 2018	45 min	consumer	I13
Paula	female, 35 yo	IT sales senior manager	luxury fashion brand	€ 1,494 mln in 2018/19	54 min	consumer	I14
Peter	male, 45 yo	digital sales director	eyeswear	€ 1,012 million in 2019	56 min	consumer	I15
Philip	male, 45 yo	regional sales director	luxury fashion brand	$ 1,344 mln in 2018/19	40 min	consumer	I16
Simon	male, 45 yo	marketing director	electromedical	€ 43,1 million in 2021	49 min	business	I17
Stefano	male, 39 yo	chief digital innovation	luxury fashion brand	€ 1,349 million in 2018	60 min	consumer	I18
Stephen	male, 32 yo	IT and service manager	luxury fashion brand	€ 730 million in 2017	54 min	consumer	I19
Thomas	male, 37 yo	chief marketing officer	digital platform	>€ 10 million in 2021	30 min	mixed	I20
Vincent	male, 40 yo	chief technology officer	luxury fashion brand	$ 1,360 million in 2018	64 min	consumer	I21
Walter	male, 41 yo	retail real estate director	specialty fashion brand	$ 1,429 mln Q1 19/20	34 min	consumer	I22

Note(s): * Each contact was interviewed between April 2019 and June 2021

** Real names have been replaced with fictitious names to ensure anonymity for respondents

*** Source: database Bureau Van Dick

Source(s): Author's elaboration

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