As the methods to access consumer trends and behavioral data continue to expand at a blinding pace, marketers are faced with new challenges to innovate product offerings, find whitespaces, and capitalize on opportunities with ever increasing speed. "Rethinking The Conventions Of Market Research" Brian Jones presented to the American Marketing Association on 6-9-2010.

1. Rethinking the Conventions of Market Research Brian Jones, Director Client SolutionsConsumer Practice June 9, 2010

3. Our core suite of research capabilities includes: Market Research, Strategic Intelligence and On-Demand/Secondary Research- we are unique in our ability to seamlessly blend these offerings

4. We are the market research industry’s only Global Boutique- with offices across the US, Europe, and Asia Pacific regions, we combine global presence with local service to provide far-reaching expertise and anextensive breadth of research solutions.

5. We are a proud member of the infoGROUP family of companies, a $750M global enterprise.2

7. New York City

8. Boston

9. Washington D.C.

10. Chicago

11. Toledo

12. Seattle

13. Omaha

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16. Melbourne

17. Singapore

18. Kuala Lumpur

19. Hong Kong

21. ManchesterGlobal Recognition Founding Member 3

22. Industry and Representative Client List Our investments in multiple industries allow for deep, broad, and cross-sector insights Personal Care & Household Products Clorox S.C. Johnson Chanel, Inc. Colgate-Palmolive Company L'Oreal USA, Inc. Norelco Revlon Inc. Henkel Corporation Consumer Products& Retailing Best Buy Companies, Coach, Inc. Fisher-Price Lands’ End Neiman Marcus Group Norelco QVC, Inc. RadioShack Sears Roebuck & Company Advertising, PublicRelations & Promotion Ogilvy & Mather Worldwide Saatchi & Saatchi DFS Grey Worldwide Cline Davis & Mann, Inc. Draft Worldwide Euro RSCG Worldwide Harte Hanks Direct Marketing J. Brown/LMC Group Porter Novelli International Media & Entertainment CBS Broadcast Group Disney MTV Networks ESPN Magazine Blockbuster Los Angeles Times National Basketball Association The New York Times Food & Beverages Unilever Dole Food Company General Mills, Inc. H.J. Heinz Co. Jim Beam Brands Company Kraft Birds Eye Foods Healthcare & Pharmaceutical GlaxoSmithKline Bayer Corporation American Heart Association Barr Pharmaceuticals Daiichi Pharmaceutical Corp. IMS Health Ortho-Clinical Diagnostics Software, Electronics& Telecommunications AOL BellSouth Corporation IBM Intuit, Inc. iVillage Motorola, Inc. Novellus Chemical & Energy Dow Chemical BP Cabot Georgia Pacific FMC Avery Dennison Church & Dwight MeadWestvaco Financial & Business Services Capital One Finance Charles Schwab & Company Deutsche Bank Fidelity Investments J.P. Morgan Chase KPMG, LLP Visa USA Industrial General Electric John Deere Armstrong W. L. Gore Master Lock High Industries Masco Alcoa Briggs and Stratton 4

23. On-Demand Research: On-demand access to a dedicated research team that quickly provides the insights and knowledge you need to track competitors, markets, technology and new opportunities. Diverse Methodologies Strategic Intelligence: Insightful intelligence ethically obtained from unpublished sources, industry experts, market watchers and from actual market players who know the companies you want to understand. Custom Market Research: In-depth custom research and strategic consulting through advanced interviewing and analytical techniques. Our Research Vehicles 5

24. Levels of Research and Intelligence High PRIMARY RESEARCH Cost Custom Market Research, CI, and NPD/Innovation Support Analysis and Implications Secondary Research Review and Synthesis Providing seamless support across research intensities is a key challenge Search andRetrieve Low High Degree of Analysis 6

25. Secondary Research Trends, Competitors, Published Realm June 14, 2006

27. Tap into the brainpower of 100+ full time research analysts

29. Industry & Technology Trend Analysis

30. Expert Consulting

31. Supplier Research

32. Document Delivery

33. Market & Industry research

34. Competitor Research

35. Patent & Trademark Analysis

36. Customized Intelligence Tracking

37. National Omnibus Surveys8

39. Dialog: > 1,000 databases

40. Nexis

41. Mintel’s Global New Product Database

42. Investor Meeting & Earnings Conference Transcripts

43. Amadeus (European private & public company financials)

44. IMS Dataview

45. Factiva

46. Food Marketing Institute

47. National Restaurant Association

48. Institute of Food Technology

49. Inside Conferences (conference proceedings)

50. Verispan select publications

51. Advertising Redbooks (ad agencies & PR)

52. Radio Advertising Bureau

53. CompetiTrack

54. Claritas (population data)

55. Selectory

56. Delphion

57. Derwint

58. Micropatent

59. TrademarkscanORC Invests over $1M annually on industry sources- Specialty Trades, Newspapers, Business Publications, Databases and access to Related Directories 9

60. Typical On-Demand Research Requests Clients can ask anything, but here’s a sampling of On-Demand requests: Consumer opinion of natural and organic snack foods Private label market share for major CPG categories Consumer reaction to Omega 3s (EPA and DHA) and functional additives Energy Drink competitive landscape Trends in cleaning implements made with natural ingredients (bamboo, etc.) Trends in female and male grooming habits (hair removal, exfoliation, moisturizing, etc.) Consumer interest in recycling and composting Retail pricing for major CPG products in a recession Major players in the home organization/home storage market Infant products market in Asia African American and Hispanic hair care 10

62. Phone

63. Fax

64. Website

65. CourierOnline Database & Paid Subscription Websites Provide Objective Analysis Global Coverage Expert Network 11

66. Primary Market Research

67. Solution-Based Quantitative Research Expertise 13

68. Select CPG-Related Services / Expertise 14

69. Habits, Practices, Motivations Research Experience Extensive expertise in capturing consumer insights regarding a range of Attitudinal & Behavioral topics: 15

70. Social Media

72. 40M users

73. 15,000 sites

74. 350k new users/month

75. 2.5 billion posts/month

76. 40 billion pieces of information/month

77. Enterprise scalabilityPrivate online communities formed for market research purposes… provide faster, cheaper and sometimes fresher insight than some traditional qualitative and quantitative research only solutions” Forrester Research

79. Almost two-thirds of market research professionals claim no knowledge of MROCs or have heard of them but need to learn more.Source: Forrester Research, Q3 2009 Global MROC Online Survey

81. Identify and rank the most active and influential participants

82. Track various social activity trends over time.

83. Filter, group, and sort data as well as add or delete columns to create a custom report display.

86. Social Media Site Development

87. Discussion Boards

88. Twitter

89. YouTube

91. Social Media Listening

92. Case Studies

93. Approach Result Objective Product Research- Risk Management- IHUT Goal:Measure consumer perception in conversion to lower cost/healthier ingredients Case : Frozen Dinner-Risk Management Test: Cost Reduction IHUT Consumers were not able to detect any performance differences between products. The shift was made to the new ingredient, resulting in increased profit margin. To measure the risk associated with changing to a less expensive ingredient in a leading frozen prepared dinner product. Utilizing a sequential-monadic research design, the existing product and the new prototype were both placed with consumers for in-home usage. Reactions were captured in a timely manner via an online questionnaire. 25 25

94. Approach Result Objective Product Research- Guidance- CLT Application Goal:Intelligently reduce the number of product concept alternatives being considered, while focusing the direction of further product development. Case : Fruit Juice “Guidance Test” (CLT) Three of the juice blends were rated significantly higher than the others. The results also identified ways in which these three winning prototypes could be further optimized. Moms and kids were recruited to come to a centralized research facility and participate in a taste (“sip”) test. Each mom/child pair tasted a randomized sub-set of 5 prototypes. To obtain consumer reactions to 12 different juice blend prototypes, and identify the 3 strongest candidates that will proceed to subsequent stages of testing, development, and launch. 26

95. Approach Result Objective Product Research- Packaging Goal: Assess consumer acceptance of a new packaging alternative. Case : New Packaging Test for an Established Food Product Although extremely appealing, a significant percentage of consumers were concerned about the on-going product freshness, due to the sub-optimal re-seal. Client made modifications and introduced the new package nationally. Consumers were recruited online and invited to participate in an extended usage in-home product test. Following a one-week usage period, reactions were obtained via an online survey. As a control, the current packaging was tested in a separate cell. To measure the appeal of a new packaging alternative for a food manufacturer, designed to facilitate handling, opening and re-sealing. 27

97. Purchase Interest

98. Price/Value Perceptions

99. Uniqueness vs. Competitor

100. Performance vs. Expectations

101. Anticipated Frequency of Purchase

102. # of Units per Shopping Trip28 28

103. Approach Result Objective Product Research- Consumer Acceptance Goal:Test new varieties/flavors of an existing product offering Case : Gourmet Pizza Sensory Test (CLT Recruit/In-Home Usage) Consumers indicated that the product exceeded expectations in terms of overall taste, but felt that the price was somewhat higher than what they would willingly/typically spend. ORC then executed a price sensitivity study which identified the optimal price point for the product. Consumers were recruited via mall intercept in 12 geographically dispersed markets After reading a product description , consumers with positive purchase interest were placed with product for in-home usage. Post-usage evaluations were obtained online. To assess consumer acceptance of a new variety of frozen gourmet pizza, and identify areas for further product refinement / optimization. 29 29

104. Approach Result Objective Product Research- Benchmarking Goal:Competitive and Category landscaping Case : Chocolate Candy Bar Competitive Benchmarking CLT A competitive hierarchy was developed, with three “quality tiers” emerging. Specific diagnostic strengths and weaknesses were identified for each brand. To assess the strengths and weaknesses of 8 key competitive chocolate candy bar brands. A sequential-monadic experimental block design was executed whereby consumers were recruited in a mall, and asked to evaluate two of the eight products (all possible product permutations were included to offset any position bias). 30 30

105. Approach Result Objective Legal Research- Claims Substantiation Goal:Obtain data to substantiate explicit claim of product superiority for advertising/marketing Case : Stax vs. Pringles Rigorously measure consumer preference against leading competitor and provide legally supportable consumer preference data. Between 1992-2008 ORC/Guideline has conducted 52 legal research studies for Frito Lay. These studies were taste tests typically comparing 2 blind products (i.e. Lays versus competitor potato or tortilla chips) Notably, the Stax vs. Pringles claim was challenged by Proctor & Gamble at the National Advertising Division (NAD). ORC appeared before the board and the claim was supported/upheld. ORC has never had a claim successfully challenged or overturned. vs. 31

106. Approach Result Objective Ethnographic Research Goal:Determine floor cleaning needs among Norwegian women. Case : Norwegian Floor Cleaning Product A&U and Ethnography To understand the needs – met and unmet, articulated and unarticulated – usage, and attitudes of Norwegian consumers toward floor cleaning. Interviews with Norwegian women were conducted to determine their attitudes and awareness of products and methodologies related to floor cleaning. ORC photographed floors before/after, and video taped consumers during their cleaning occasions. We also documented their pantry/products/tools used in cleaning. ORC analysis provided the framework for a larger quantitative study. The combined results of which led the client to reformat its floor mop to more ideally fit into the storages spaces of typical Norwegian homes. ORC was credited with identifying a major selling impediment. 32

107. Approach Result Objective Ethnographic Research Goal:Inform product development via a thorough understanding of the physical space limitations of consumers in small, urban homes. Case : Flat Screen TV Product Optimization The client, a major TV manufacturer, leveraged ORC’s findings to introduce two new models to the U.S. market, integrating various services into the device which saved money and valuable shelf space for the consumer. The new products were extended and successfully launched globally in major urban markets. Test client’s hypothesis that a product designed and packaged to be wall-mounted would accelerate adoption rates in urban markets, where floor space is considerably limited and majority of products were floor-based models. Conducted in-home ethnographic research to understand the physical layout of most middle-income consumers’ apartments in Chicago and NYC, and to understand their current TV viewing practices. Also conducted a survey to determine potential market penetration impact and usage changes based on wall-mounted options. 33

108. Questions Thank You! Brian Jones Director, Client Solutions (o) 212-633-4539 | bjones@orcguideline.com Dan Arnold Managing Director 828-626-3446 | darnold@orcguideline.com Ty Albert Senior Managing Director 847-378-2228 | talbert@orcguideline.com