CM Research Introduction and Panel Profile

1. CM Research Introductionand Panel Profile May, 2013

2. Our services 1

3. Since 2010 we have run more than 250 surveys and interviewed more than 100,000 vets and pet owners across most countries in Europe CM Research Specialist knowledge Experience Own online panels Quality assurance • We specialise exclusively in the veterinary sector. • As we only carry out research amongst pet owners and veterinary professionals, we have a deep and unique understanding of the sector. • We are experts in market research with many years of experience. • Over the past years we have designed and carried out dozens of international projects among vets and pet owners. We have our own animal health online panels: Vetspanel, with 13,000+ veterinary professionals Petspanel, with 30,000+ pet owners We can save you significantly on costs and you will have a much quicker turnaround. We follow fully the MRS and ESOMAR ethical and quality guidelines.

4. Why choose CM Research?In addition to providing high quality insights on your projects, we do further activities to support clients + Client support • Omnibus surveys at discounted rates • Surveys to understand key issues affecting the sector (for example to identify the key decision makers at a clinic level, when are the decisions on what services to purchase made etc.) • Results are shared with clients and also used to target respondents for specific surveys and advise clients during the design of projects • New Product of the Year survey which companies can use for free • Surveys for the VMA to use and share with its members • Driver analysis to understand what aspects of a company performance affect its overall standing Specialist knowledge Experience + Support to the profession Own online panels • We continuously invest in running surveys on hot topics relating to the profession • Vets can contribute questions and be the first to learn the results • All our surveys are remunerated and vets are being adequately recompensed for their time • Through the reward program vets are able to donate to charity. Over the last couple of years we have raised thousands of pounds for charity in the UK and abroad. • We take part in industry debates, events and publications Quality assurance

5. Website dedicated to your veterinary marketing information needs

6. References As a Full-Service Agency.. “We have partnered with CM Research many times, for both continuous and ad hoc projects of different scope and focus. We have been benefiting from the managed access panels of the Veterinary Doctors and Nurses representing reliable and cost-effective data source as well as proven research craft and analytical competence. To work with CM Research means high quality design, data, conclusions and recommendations supporting decisions to do your business better. As a research buyer you can sleep well when working with CM Research” Daniel Prochazka, Consumer & Professional Insight Manager "Carlos and Vladi at CM Research have been a pleasure to work with. They have demonstrated a deep understanding of our research needs and of the veterinary industry, and as a result they have provided a valuable piece of work . To summarise the project, I would describe CM Research as responsive, knowledgeable and trusted. Ellie Rothnie, European Brand Manager, Dechra Veterinary Products" "We have been working with CM Research constantly for over two years now, during which time they have become one of our top five  insights suppliers globally. As a company we have always been impressed with their approach, attitude, responsiveness and added value, whenever we work with them. Their approach is consistent whether the project is a pan European multi-stage complex project or a simple concept test: they have been able to cope with whatever we have asked for, even when our demands have been exacting.  I would have no hesitation in recommending CM Research." Joe Keating, Head of Consumer, Shopper & Professional Insights, Hill's Pet Nutrition Europe Some of our clients: "The fieldworks, both initial and re-contact, went very quickly, that created our project team an opportunity to prepare the report ahead of time. I’m aware of the time differences between US and UK and I appreciate you staying late to respond to our requests the same day. Overall the project went very smoothly. We will definitely consider your panel for the future UK vets studies." RolandasMolis , OPTIMAL STRATEGIX GROUP, INC. As a Sample Provider.. …the client is ecstatic! Eunice Vicente Senior Project Manager MRops

7. Members of Association Membership and Professional Relationships Members of: Exhibitors at: The Market Research Society Esomar The British Healthcare Business Intelligence Association The Veterinary Marketing Association Contributors to: Official market research partners of: Society of practising veterinary surgeons

8. Who we are Carlos Michelsen Managing Director Carlos has over 20 years experience in Market Research gained through working at TNS and Added Value. During that period he worked for companies as diverse as Carlsberg, Colgate-Palmolive, Pfizer, Masterfoods, Hill’s and Bayer. For TNS he was UK head of NPD and in Added Value he was UK Head of Quant. In 2007 he won the Market Research Society effectiveness award. Carlos owns two dogs, two cats, three fish and a rabbit. In 2009 he set up CM Research. Judith Goldstein Director Judith began her career in Animal Health Market Research in France, expanding m2A’s business into the UK market. Working for GfK, she head up operations where she managed the UK and Irish teams in the sales surveys of pharmaceuticals and diets into vet surgeries. She is former Chairman of the Veterinary Marketing Association. Judith worked for the Mortgage Banking Industry following her BA in Business and Marketing before leaving the states in 1991. She has two dogs Wellington and Nelson. Vladi Ibberson Associate Director Vladi has 13 years experience spanning a large scale of market research areas and client sectors. With specific interests in brand and communication, stakeholder management and new product development. Prior to joining CM Research, Vladi worked for TNS and Harris Interactive in the UK and completed a Master in International Marketing in Madrid. She grew up inspired by Gerald Durrell’s novels and as a child had a cat, terrapin, fish, frogs, hamsters, parakeets and a guinea pig. Carlos.Michelsen@cm-research.com Judith.Goldstein@cm-research.com Vladi.Ibberson@cm-research.com

9. 2 Our Panels

10. We own and manage our online panels • Vetspanelis a panel of veterinary professionals consisting of vets, vet nurses, and practice managers who share their opinions on a variety of issues. Membership is by invitation only where applicants are carefully screened. • National coverage • Small and large practices • Rural and urban practices • Most of our panellists are • small animal vets Solid recruitment High response rates High completion rates Rewards Europe 13,000+ vets panel members Including Nordic countries, Central Europe and Russia 30,000+ pet owners USA veterinarians 700 panel members 2000 partner panel

11. VetspanelDemographic Profile The demographic profile of the panellists is in line with the specifics of the profession in each country. The high numbers and detailed profiling information allow us to efficiently reach low incidence groups. FI DK NL DK UK UK UK 2,100 DE 2,100 NL 600 DK 400 BE 800 FI 215 SE 330 PL 900 IT 1,700 FR 2,000 CZ 600 ES 1,400 PL 900 SE BE PL FR CZ ES SP • Vets screened by: • Years in practice • Region • Age • Speciality • Position in practice • Size of practice • Animals treated DE IT DE Key: •Owner/ Partners •Employed Vets Average Vets Per Clinic Number of vets in the panel

12. Animals treated (apart from dogs and cats) The majority of vets in Vetspanel treat cats and dogs. Other animals treated: SE BE FR NL UK ES DE DK IT Currently, we can carry out some research with farm animal and equine vets. We will be expanding our panel this year.

13. In addition to vets we also have a panel of pet owners PetspanelIt covers 7 of the Vetspanelmarkets Vetspanel covers 13 EU countries + USA. Petspanelis in 7 EU countries. Number of panellists per country Number of nurses in Vetspanel Number of vets in Vetspanel Number of pet owners in Petspanel

14. And we know what is important when researching each market UK • 15,915 vets in general practice (1) • 5,069 registered practices (2) • Larger clinics, corporate chains • Decisions on products to use and recommend in clinics is often made at a central level • Important to include a proportion of owners / partners in each survey • Respond to online surveys quickly, monetary incentives work well DK 400 UK 2,100 ES 1,400 Denmark • 1,475 vets in general practice (5) • Larger clinics than the European average(but smaller than the animal hospitals in Sweden) • Most vets treat farm animals as well as small animals • Important to include mixed vet practices • Respond to online surveys quickly, monetary incentives work well Spain • 11,000 vets in general practice (3) • 6,000 practices (4) • Small clinics (amongst the smallest in Europe) • Highest number of graduating veterinary students in Europe • Regional quotas are important • Respond to online surveys slowly. Several reminders are needed and at different times of the day / weekends etc. (1) (2)source RCVS (3) (4) (5) source SNVEL http://focus.cyberporte.net/pays/index5.html

15. Our recruitment and panellist engagement Solid recruitment methods The individual members of Vetspanel have been directly recruited by CM Research by phone or at veterinary congresses. Membership is by invitation only. New members are only accepted after we've verified their details and have contacted them directly. Petspanel members have been recruited through pet specialist websites. High response rates We know accurate panel management and interesting questionnaires are imperative to high response rates in online research; this is why we constantly strive for the right balance in the number of studies a panel member is invited to, as well the variety of the surveys offered. Consequently, we have managed to reach a response rate of up to 60% with our studies. High completion rates To get participants to finish their tasks and complete the questionnaires is an extremely important issue in any research study. This point is why we pay ample attention to making our surveys fun, engaging and interesting for our members. It is the combination of innovative methods and attractive designs, that are low on loading time and involve uncomplicated tasks and questions, that enables us to achieve an unrivalled completion rate of over 90% on average. We are so confident in the quality of our panellists that we are the only agency that incentivises them immediately after they have completed the survey.

16. Sharing our knowledgeNon confidential results are published in articles and often shared with participating respondents, this is an effective motivation for taking part in research.

17. Contact us at: Tel: +44 (0)20 87867303 Tel: +44 (0)1372 720041 contact@cm-research.com www.cm-research.com Second Floor ▪ 61A Rosebery House ▪ South Street ▪ Epsom ▪ Surrey ▪ KT18 7PX ▪ UK