Business research conducted by Forbes publication has identified three marketing innovation labs which have set the benchmark. The first one is Absolut Labs that has been instrumental in eliciting shifts in consumer behaviour away from traditional cable TV towards Apple TV, Netflix and Hulu. Then there is Sephora Innovation Lab. Its head has worked with the likes of Beauty Board and Color IQ in the past and thus has focused the efforts to create top class client experience. Sonos Studio completes this list. It has offices in Los Angeles, New York, London and Amsterdam. Their major focus is towards music and content.