This presentation is a primer of our market research capabilities using projective techniques for deeper insights.

1. six degrees
s i x d e g re e s | a sensory branding agency
insight mining research
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2. s i x d e g re e s | a sensory branding agency
insight mining
insight mining is all about identifying deeper and richer insights
among a brand’s target audience in order to further grow the brand in
the marketplace.
insights that we identify through our insight mining work include:
functional, emotional and self-expressive benefits sought versus associated with
a given brand and its competitors
a brand’s true brand image
unmet needs (and associated marketing & positioning opportunities)
biases, objections, barriers and mistaken beliefs about a product or brand and
how to overcome them
competitor weaknesses and how to exploit them
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3. s i x d e g re e s | a sensory branding agency
research philosophy
we tailor our method to the project & we’re flexible in the field
“if this were our brand...” perspective
we dig deep:
1. we recruit target audience representatives who not only meet “functional
requirements” but who are also highly communicative, expressive
2. our interviewers are highly educated and experienced in various therapeutic
areas, the effective use of projective techniques to discover and organize
emotional, social and functional information and putting all audiences at ease
regarding the use of projective techniques
3. we have a rich portfolio of projective techniques and stimuli
we conduct strategic workshops to insure proper integration of
insights into marketing/branding
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4. s i x d e g re e s | a sensory branding agency
types of perceptions
...we use this model as a guide to
the different types of perceptions/
biases/likes & dislikes a physician
or patient can have about a
condition, therapy, brand or
company
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5. s i x d e g re e s | a sensory branding agency
projection frame
...projecting to a “typical
physician” rather than the “I”-
frame of reference removes the
pressure of meeting real or
perceived professional, social and
personal expectations/taboos and
allows for a richer and less biased
or filtered discussion
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6. s i x d e g re e s | a sensory branding agency
field experience
audiences: physicians, KOLs, RNs, PAs, patients & care
givers, c-suite, managed care
IDIs, TDIs, groups & mini-groups
in-person & phone/web combination
international (all major and many emerging markets)
qual & online quant
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7. projective techniques

8. s i x d e g re e s | a sensory branding agency
brand metaphor
Automotive
Brands
Famous
People
Fashion
Brands
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41% Jay Leno 43% 32%
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20% Jim Carey 39% 29%
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18% Bill Gates 6% 17%
4
7% Donald Trump 6% 4%
...using categories
of everyday brands
as metaphors, or
asking for a “free
association”
metaphor allows
physicians and
patients to provide
insights on a
product or patient
they could not (or
would not)
otherwise articulate
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9. s i x d e g re e s | a sensory branding agency
visual image selections
...85%+ of human communication is non-verbal. Using images
to express thoughts, ideas and feelings provides for a richer
discussion of any topic
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10. s i x d e g re e s | a sensory branding agency
story telling
imagine BRAND X comes to life as a person and is attending a
cocktail party [family reunion, charity event, professional conference,
etc]. describe Brand X in terms of:
demographics
appearance
attitude/personality
behavior
social interactions
...directing physicians (and patients) to project a product or brand into a
complex yet familiar event allows the skilled interviewer to explore
deeply held associations and biases
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11. s i x d e g re e s | a sensory branding agency
Thematic Apperception
...using ambiguous
situations and asking
physicians to
complete the dialog
are especially useful in
exploring subtle
perceived differences
between products/
brands
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12. s i x d e g re e s | a sensory branding agency
paradigm mapping
-24-12 months Time 0 +3mos. +9 mos. +18 mos.
Urologist refers to
radiologist to
detect / confirm
presence of bone
mets
 Bone mets
confirmed on
radio graphic
evidence
Patient complains of
symptoms of bone mets
Oncologist
initiates tx
for bone
mets
Patient
enters end-
of-life or
hospice care
Urologist
refers to
oncologist for
consult
Oncologist
initiates
chemo
MD suspects
bone mets
Hormone
therapy
initiated
 PSA
indicators of
disease
progression
• Velocity of
doubling time
•>+increase in
a row
BRAND Y
BRAND J
Oncologist assumes
primary responsibility for
patient
Patient
becomes
hormone
refractory
...directing physicians to place images, decisions, treatments, concerns,
etc on a timeline enables identification of new marketing and
communications opportunities
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13. s i x d e g re e s | a sensory branding agency
Sentence completions
Viagra is to MEN as ___________ is to WOMEN.
What I least like about treating patients with HIV/AIDS is ___________.
Treating patients with COPD is as rewarding as ______________.
If I were sitting on a plane next to the CEO of the company that makes
and markets BRAND X, I’d make the point that ___________.
...using directional or non-directional analogies and other sentence
completition constructs provides another “safe” way to explore
emotional, self-expressive and social benefits/concerns
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14. about us

15. s i x d e g re e s | a sensory branding agency
sensory branding agency
founded in 1999
senior marketing execs
20 full time employees, 5-7 full-time contractors
broad international experience
who we are 15

16. s i x d e g re e s | a sensory branding agency
medical experience
medical devices
siemens medical/ultrasound
abbott vascular
zeiss meditec
ascent healthcare solutions
concentric medical
edwards lifesciences
calypso medical
biotech/biopharma
genentech
amgen
exelixis
neurocrine
actelion
organon
other
abbott nutrition
medicis
american laser centers
pharmaceutical
pfizer
novartis
schering
bayer
sanofi
J&J
novo nordisk
BMS
GSK
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17. s i x d e g re e s | a sensory branding agency
brand experience
disease states
allergies
Alzheimer’s
AMD
anemia
arthritis
asthma
COPD
depression
diabetes
glaucoma
HIV/AIDS
hypertension
incontinence
infectious diseases
insomnia
osteoporosis
oncology
Paget’s Disease
pain
sexual dysfunction
seizures
women’s health
bare metal stents
dermatological lasers
dilation catheters
drug-eluting stents
guidewires
guiding catheters
OCT
ultrasound machines
devices
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18. s i x d e g re e s | a sensory branding agency
our services
Insight Mining
Brand Perceptions
Sensory Research
Positioning Research
Strategy Research
Communications Research
Brand Focus Workshops
Brand Platform
Marketing Plan Development
Brand Architecture
Naming/Taglines
Ideation Workshops
Marketing Integration
Messaging Architecture
Sensory Positioning
Brand Cascading
Environment Branding
Brand Guidelines
Identity/Look & Feel
Advertising
Interactive/Web 2.0
Animation
Tradeshow Displays
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19. s i x d e g re e s | a sensory branding agency
dun & bradstreet
2007 independent evaluation of six degrees by clients
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20. thank you! six-degrees.com
8040 east gelding drive scottsdale, az 85260 480.627.9850