MarketVision Research’s Qualitative Omnibus

1. MarketVision Research’s Qualitative Omnibus

2. Qualitative Omnibus • MarketVision Research has created its own MROC for use by their clients offering quick and economical feedback from engaged consumers. The Qualitative Omnibus is: • An ongoing community of consumers engaged in weekly dialogue. • Gen pop with a more women (75%) than men. • Clients can pose a topic (3 questions) to the community and get feedback a week later. • Cost $7500 • A few scenarios where the MV MROC Qualitative Omnibus will support your business needs: • When you have a quick concept to show consumers to get qualitative feedback on • When you are choosing between two or three concepts and would love some consumers’ opinions • When you want to make sure you are using consumer friendly language before it goes for testing • When you want to understand more deeply a particular aspect of a quantitative study • When a competitor launches a new product and you want to understand what consumers’ perceptions are

3. Methodology for Qualitative Omnibus Generating “ah-ha’s” that lead to insights….in 24 hours and for $7500. Uncovering a Challenge MV Posts the Question to the Community You get information immediately and a topline report within 7 days. The Situation: Clients review quantitative data and need to go deeper on one thing, or they read something in a social media report, or hear something about the economy, have a question about a competitor’s perception, or wants to vet a concept with consumers…the client contacts MarketVision’s QualOmnibus Team The MarketVision team writes the question in consumer friendly language and posts it to the community. The community members are alerted to the question by an email. Consumers go to the site and give feedback on the question or concept, sharing their own feedback as well as building upon the responses of others. The MROC Manager (a qualitative moderator) is moderating the site continuously Within hours our clients can begin to view consumers’ comments. Within a week clients will have a topline report in their hands.

4. Case Study MarketVision’s Qualitative OmnibusBossa Nova v POM Commercial

5. Research Objectives & Methodology Case Study Using MarketVision Research’s Online Community, Town Square, we asked respondents to view both the POM and the Bossa Nova commercials and then asked them several questions about which commercial they liked best, why and whether it would motivate them to purchase. In addition, we asked them what criteria they use for selecting juice for their home. The objectives of the research were as follows: • We want to understand which of the two commercials (POM or Bossa Nova) consumers preferred and why. • We also want to understand more about what consumers look for in a juice product. Commercials Shown to Consumers • POM http://www.youtube.com/watch?v=fe7tgU7SfQ8&feature=plcp&context=C3a5d2e6UDOEgsToPDskgx8UkVVwB0WQxhUuorgqW • Bossa Novahttp://www.youtube.com/watch?v=LQ-tixkRyDI

6. And the Winner is…Bossa Nova Case Study

7. POM Is About Sex Appeal…And Not Much More Case Study

8. Consumer Need More to Make a Decision… Case Study

9. Appendix (click to open files) Case Study • Transcript files from entire discussion.