NFO Interactive Capabilities Overview BGSU September 18, 2001

1. NFO InteractiveCapabilities OverviewBGSU September 18, 2001

2. Types of Research • Syndicated • Product Movement • Audience Measurement • Polling • Industry Trends/Market Share • Custom • Concept Testing • Product Testing • Attitude/Awareness • Habits and Practices

3. Respondent Administered Interviewer Administered Methodologies

4. Choosing methodology, sample, questionnaire design Collecting data Making sense of the data – data tables, topline report Analytical/statistical reports – where to go from here Steps of Research Design Field Processing Interpretation

5. NOW Part the Interpublic Group Third largest Advertising Company in the world Revenues exceeding $7 billion Western Europe MBL Group Infratest Burke Gulf & Middle East United States Indian Subcontinent MBL Group Latin America IPSOS Affiliates Australia & New Zealand CM Research NFO Worldwide Network China & Asia Pacific Countries MBL Group Canada CF Group

6. NFO Genesis Division • 55 years of experience: founder and leader of panel-based consumer research: unparalleled understanding of: • Market research expertise • Panel creation & maintenance • Fielding, analysis, and interpretation • Projectable results • 1,239,650 household interactive panel & still growing! • 100,000 household European panel • Mail, telephone & interactive

7. The Traditional World ofMarket Research • Cross Tabs • Regressions AnalyticMethods RespondentSources AccessMedia Insight Time CostAccuracy • Random • Lists • Panels • Mail • Telephone • in-person

8. The Online Market:No Longer If or When: Now! 65.7%66mm Computing Households 60.3%60mm Online Households

9. By 2003, it will be 2/3rds Online HHs approach PC HHs Computing Households Online Households

10. Higher valueto clients The Internet ChangesMost Everything • Cross Tabs • Regressions AnalyticMethods • Conjoint AccessMedia RespondentSources Insight Far fasterLess costlyBetter quality Better delivery • Random • Lists • Panels • Mail • Telephone • in-person • Online databases • Online recruitment • Online intercepts • Online panels • WWW • e-mail • Chat • Bulletin boards

11. 5 years of experience 45 people & growing Dedicated group: category & Internet research professionals 4.0+ million completed surveys and 2200+ completed studies 100s of online focus groups Dozens of ‘validation’ tests Research on research Full research functionality: Qualitative Quantitative Analysis Modeling Interpretation Fast, accurate, provides actionable insight into consumer needs, behaviors & opinions

12. Applications New Product Testing Concept Tests Package Design Web Site Evaluations Purchase Tracking Customer Satisfaction Advertising Effectiveness Segmentation Attitude & Usage Brainstorming/Ideas

13. Finding Your Audience Various Internet Recruiting Techniques • Panels • Web-site (pop-ups, registration) • Banner Ads • E-mail/customer lists

14. Internet-based Tools Used Today • Chat Technology • Online Focus Groups • Web-based surveys • Quantitative studies • Email • Screening • Surveying (minimal)

15. NFO Interactive Solutions NFO//net.source or Custom Sample Interactive Tools Web-based Quantitative Surveys Chat Technology Email NFO//net.focus NFO Fast Feedback NFO Site Gauge NFO//net.discussion NFO//net.concept NFO Interactive Insights

16. Fast Feedback Online Omnibus • Weekly survey (Multiple-client participation) • 15,000 completes per week, 30,000 on the quarter • Screen for low-incidence populations for follow-up surveys. • $2700 per closed end question Deliverables: Online Cross-tabulations Weighted to Internet and Census

17. NFO//net.focus Online Focus Groups • 60-90 minutes • Chat technology & moderator • Supports any Web Object • Ongoing observer communication with moderator, unseen by respondents Define Target Recruit for Day/Time Email reminder Go to URL Enter Password Greeted by Moderator Respondents Focus Room Sponsor Observation Room

18. Pros No travel Saves time & money Encourages client attendance National representation Open/honest discussion Greater anonymity Less “group-think” Transcript in minutes Natural environment for high tech topics Cons Can’t see respondents No body language Limited product/concept presentation Online users only NFO//net.focusTMPros & Cons of Online vs. Live

19. NFO//net.concept Rapid concept screening: Save development dollars, time, resources: • Screen hundreds of ideas • Fast (5 days) & cost effective • Evaluation by ~200 target consumers • Provides an initial objective hurdle • Search for other opportunities • Requires additional investigation • Move forward • Enter traditional research processes

20. NFO//net.discussion On-going Discussion Groups • Hybrid discussion group/list server • Client initiates discussion • Consumers participate • Threaded discussions • Client manages: • Topics • Discussion content • Supports graphics • Easy to use

21. User Experience Design/Layout Content NFO Site Gauge Site Assessment: Basic Evaluation • Revisit • Transaction • Bookmark • Referral Intent • Enjoyable • Not confusing • Entertaining • Easy to navigate • Visually appealing • Loads quickly • Relevant Information • Clear & Concise • Up-to-date

22. NFO Interactive Insights Web-based survey capabilities • Access control • Question sequencing • Support any internet object • Auto rotation of responses • Support of skip questions • Field-specific validation • response to all questions • response matches instructions • Deliverables: • Real-time toplines • in-depth analysis

23. NFO Interactive Insights Best of Both Worlds Controlled Like Telephone - Question sequencing - Automated skip patterns - Piping - Rotations - Self-correction - Data Cleaning Visual Like Mail - Visual stimulus - Concept statement - Photo/diagram - Logo - Advertising visuals - Efficient rating grids, etc. But Better … - Real-time toplines - Fast turnaround even on large samples - Cost effective - Respondent friendly 24x7

24. Online Survey Example http://opinionforce.com/nfoidemo/ Madison's Best Vanilla Cranberry Nut Ice Cream • Net.concept – respondent view of a survey • Topline report – quick results from the survey

25. We have learned that… • Interactive research is not as easy as it seems: • Market research and panel experience is an absolute! • Diverse respondent technologies require technical support. • Respondent community management makes all the difference: • Improves response rates. • Ensures representativeness. • Security: perceived as a big issue: • Panelists (PINs, protected identity, security protocols). • Clients (PINs, firewalls, security protocols). • Client concepts. • Questionnaire design: a different science: • Internet standards and expectations.

26. Market access and scale: • 500,000 interactive households Market knowledge: • CPG, health care, financial services, travel, high-tech… Speed and technical knowledge Confidence in results! The NFO Interactive Advantage Interactive Panel and Operations Business FocusCustomer Service Panel and Systems 54 years of Experience and 24 Months of Testing

27. Any Questions?