September 17, 2012

1. Innovative Ideas for General Motors Understanding the Unstated Emotional Responses Driving Consumer Behavior September 17, 2012

2. Overview • Value of Biometrics • Science & Methodology • Applications, Deliverables, Case Studies • Concept Testing • TV Copy Testing • Print Copy Testing • Digital/Web Testing

3. Measuring Unstated Emotional Response Innerscope focuses on measuring emotionsbelow conscious awareness that drive behaviors that matter. We help optimize products, services, communications and user experiences on an emotional level for maximum in-market performance. Innerscope’s insights help optimizecontent for more stopping power and higher motivation, designed to move consumers along thepath-to-purchase.

4. Innerscope Insights • Improved ROI and In-Market Outcomes (e.g., sales, message breakthrough, online buzz, conversions, word of mouth, brand equity) • Deeper, More Powerful Insights • Improved Internal Decision Making • Complement & Extend Traditional Measures (eliminates self report biases) • Fosters Innovation for Market Researchers and Improves Strategic Initiatives Internally

5. Capturing What Words Can’t Accurately Describe Conscious 95%* NonConscious of brain processingoccurs below conscious awareness * How Customers Think by Gerald Zaltman (21 February 2003) * Habit by Neale Martin (6 July 2008)

6. Why Measure Emotion? Emotional responses define with a high degree of accuracy what is RELEVANT. Nonconsciousemotional responses tell us which information engages... and which is ignored. Emotions direct attention, enhancememory& learning, and influence BEHAVIORS.

7. Using Biometrics & Eye Tracking Innerscope Measures 5 Channels of Biologically Based Information Responses Generated in the Emotional Centers of the Brain associated with Autonomic Nervous System Biometric Belt

8. Using Biometrics & Eye Tracking Autonomic Nervous System Biometric Belt

9. Passive and Comfortable Monitoring • Innerscope Biometric Monitoring System™ includes belt-based sensors that measure: • Skin sweat • Heart rate • Breathing • Motion • Biometric signals are integrated with data obtained from eye tracking to measure: • Visual attention • Gaze direction Visual Response 0% 0% Measure

10. A New Definition of Holistic Conscious Processing (Self-Report) Visual Attention (Eye Tracking) NonconsciousEmotions (Advanced Biometrics) 10

11. Validated by the ARF Research Review “Combines well-developed, biological-psychological concepts and theories with both scientifically-validated tools and creative approaches to research problems.” “Provides results that are reliable and valid, helping clients to make proper advertising and marketing decisions.” “Possesses tools and methods that can be used for any communication element, including hard-to-measure areas such as product placement, ads in video games and social media.” Note: Quotes from a 2009 press release highlighting the ARF Research Review of Innerscope Research methodology. The review process is an industry standard review by an independent third party for new technologies in market research.

12. Proven Results in Market SAMPLE PROJECTS & RESULTS: • Industry leading neuroscience based multi-platform model and results • Industry leading conference presentations with: CNN, Campbell’s, Fox, NBC, Turner, eHarmony, Unilever, Yahoo!, MTV, Intuit, TiVo, Warner Bros., Mars, Google, Time, Inc. • Successful predictions and correlations to: • In-Market Sales, Purchase Intent, Recall • Fast Forwarding & Channel Changing Behavior • Best-Selling Consumer Electronics Concepts • Online “buzz” for Super Bowl Ads

13. Areas of Expertise • Digital • Usability & Design • Games • Mobile Apps • Product Concepts • Shopper • Packaging • Shelf Sets • Product Concepts • Communications • Media • Programming • Ad Integrations • Movie Trailers Advertising TV Copy Testing Animatics Ad Effectiveness Cross Platform Custom Sensory A “Day in the Life” In-Store In-Home ADVERTISING DIGITAL SHOPPER MEDIA CUSTOM

14. Applications & Case Studies • Concept Testing • TV Copy & Video Testing • Print Testing • Shopper Insights • Internet Usability and Web Testing

15. Concept Testing

16. AQ™ Concept Testing Methodology • Creative concepts (words, short phrases, images, visuals, etc.) are exposed to participants in isolation with blank screens in between. The order of the concepts are counterbalanced to control for order effects. • As the target stimuli appear on screen, Innerscope collects the unconscious emotional response to the image/phrase in order to understand how each stimulus resonates with target consumers. • Following exposure to the stimuli, participants answer a brief questionnaire that complements the biometric and eye tracking. This survey is designed to work with the biometric data and not stand alone, so the question load is minimal, providing the highest quality responses.

17. AQ™ Testing for Concepts Unconscious AQ™ for Easy Interpretation Results of the AQ™ testing are plotted on a four quadrant AQ Map™ for ease of interpretation. The AQ Map™ plots the unconscious biometric response on the vertical axis and the conscious like-dislike response on the horizontal axis. Each quadrant details different strengths and weaknesses of the test concept or stimuli. Conscious

18. Case StudyAQ™ Predictive of Sales A recent AQ™ test for a consumer product showed perfect correlation to sales data provided by the client: • High Sales Performers • Medium Sales Performers • Low Sales Performers Notethat self report alone (horizontal axis) does not distinguish enough between the products to inform a decision. INTRUSIVE OPTIMAL high resonance dislike like low resonance INEFFECTIVE PASSIVE

19. TV Copy & Video Stimulus

20. Comfortable, Natural Testing Experience Innerscope develops multiple test reels as needed to control for order effects of the target ads. Participants complete a follow-up self-report survey to further evaluate explicit conscious responses to the target content. Participants are asked to either watch TV or watch Online Videos Participants wear Innerscope’s Biometric Monitoring Belt and view the test using eye-tracking equipment

21. Optimizing TurboTax TV Advertising Intuit uses biometrics for advertising in two ways Pre-ProductionEvaluate animatic concepts prior to full production investment Post ProductionContinuously optimize multi-year campaigns

22. Case Study: Early Stage TV Ad Testing Customers said that having a tax expert available to answer questions increases confidence that “I can do it.” Intuit created “Karen” and “Sue” animatics to bring this concept to life. Both scored 80th percentile in quant testing, but biometric research indicated differences in emotional engagement.

23. Case Study: Pre-Production TV Ad Testing Sue Karen

24. Case Study: Early Stage TV Ad Testing Based on the biometric differences, Intuit looked closer at the high and low points, factoring in the eye tracking results for new insight For example, while Karen’s face is off screen, Sue’s face and computer screen are visible at the same time, allowing for a visual tie demonstrating that a person will be there to help that viewers connected to emotionally. Karen Sue

25. Case Study: Early Stage TV Ad Testing RESULTS • Intuit blended the strengths of “Karen” and “Sue” to create the final spots that ran during the 2011 tax season • On air versions scored well in terms of recall and communicating the main messages

26. Case Study: Finished TV Ad Testing TurboTax introduced the “GPS” campaign in 2010 Step-by-step guidance. TurboTax guides you like a GPS to help find every tax deduction you deserve. By identifying the creative elements generating high and low emotions, TurboTax optimized the ad into “Job Hunter” for the 2011 tax season • How do we make a very good ad into a great one? • In this case, introduce an emotionally-charged purpose – getting to a job interview on time

27. Case Study: Finished TV Ad Testing Adding purpose to the character’s search emotionally resonated with viewers, leading to a more substantial increase in engagement at the start of the ad that carried throughout the creative, including the final branding moments. “GPS” in 2010 “Job Hunter” in 2011 0:00 0:05 0:10 0:15 0:20 0:25 0:30

28. Print Advertising

29. Overview of Print Advertising Testing Virtual Magazine Target Print Ad 1) The target print ads are edited into the context of a virtual magazine with other masking ads. (Or, a package design can be placed in the context of a virtual shelf set.) 2) Participants are instructed to “read the magazine(s)” as they naturally would at home. 3) Innerscope passively monitors participants, collecting moment-to-moment data while they experience the target content.

30. Understanding Visual Attention Traditional Self-Report and Eye Tracking Alone Are Often Misleading Suggesting Impact Where None Exists • The Heat Map for the ad shows that viewers “saw” the bumpers around the car and had a high concentration of visual attention on the tagline “Rethink Safe”. • Consumers also reported that safety was an important feature to them.

31. Actionable Insights: Beyond Traditional Measures Traditional Self-Report and Eye Tracking Alone Are Often Misleading Suggesting Impact Where None Exists Lack of Connection to Brand • However, they did not “engage” with the safety message or the brand. • Solid red circles represent high emotive impact and solid blue circles represent high cognitive impact (while white circles show disconnect or lack of impact). High Cognition High Emotion Low Cognition Low Emotion • The safety message within the ad does not connect with consumers as well as the message on fuel efficiency. Low Impact on Safety Message Strong Impact on Fuel Efficiency

32. Web Usability

33. Overview of Project Types • Homepage Redesign • Usability Research • Advertising Effectiveness • Evaluative Comparison Across Ad Types • Detailed Diagnostics for Creative Development • Custom Projects

34. Basic Study Design Exposure to Target Stimuli: Target Pages or Target Ads Experience Accelerator: Free Surf Conscious Feedback: Survey or Interview • Innerscope passively monitors participants, collecting moment-to-moment responses while they surf the target website(s) and are exposed to the target stimuli. • Following these activities, participants will either complete a survey or participate in a one-on-one interview with a moderator.

35. Sample Study Questions • Do users notice important areas of interest and key elements within the site? • What key messages or elements are helping or hurting my key conversion page(s)? • What areas of my website resonate strongest with consumers and what areas of the site can be optimized? • Are there elements on my competitor’s website that generate a strong emotional connection that are missing from my website? • How do users navigate my website and how does this compare to how they navigate my competitor’s website? • Are there areas on my website that create confusion or make it difficult for users to complete a task or locate a product?

36. Digital/Interactive Stimuli • PULL - How was the content visually consumed? • The ability of areas of interest to attract attention • Pull is measured by Time To First Fixation: Average time it takes the audience to have their first fixation on a particular area of the page. And Percent Fixating First: The percentage of the audience who fixate on a particular aspect of the site. • PERSISTENCE - Did the eyes focus on the desired content? • The ability of areas of interest within the webpage to MAINTAIN attention. • Persistence is measured by Time Spent Fixating: For audience members that fixated on a particular area of interest, the median time spent fixating on that area. • PROCESSING - Did the user think about and emotionally connect with the content? • Pupil dilation • Biometric response is measured by high or low emotional impact.

37. Methodology Comparison: Usability Moderator Alone Page Studied & Areas for Moderated Questioning • Traditional Usability: • In a traditional usability study, you can ask about 5-6 questions per page for 4 to 5 pages, such as: • Q: Would you use the album finder again?A: Yes • Q: Did you like the top lists that appeared on the left side of the screen?A: Yes • Q: Would you purchase through the finder or the top lists?A: More often, the lists • Q: What element attracted you the most?A: The easy to identify album visuals. • Q: Which element turned you off?A: The terrible Doors Ad 2 5 1 3 4

38. Methodology Comparison: Moderator + Biometrics Page Studied & Areas for Biometric Analysis • Using Innerscope: • Overcomes personal bias • Assigns a value to the strength or weakness of every page element, enabling strong prioritization • Asks a question about every pixel on the screen, identifies its strength or weakness and how important it is to the success of the site. • Sample results included: • The “Top Unsigned” list is the most important element but too far down on the page • The “go” button was not findable rendering the product tool unusable • The “Recommended Albums” had no relation to the “Album Finder” • The second drop down on the “Album Finder” caused most of the confusion

39. Overview of Deliverables Innerscope’s analysis includes actionable findings based on the following deliverables to evaluate levels of emotional impact and visual attention: • Visual Attention Analysis • Visual attention deliverables to indentify the total amount of time spent on the target pages and visual attention to key elements within each target page. • Emotive Impact Maps™ • An evaluation of key areas within the target pages generating a strong emotional connection with consumers and areas with a weak emotional connection with consumers. • Cognitive Impact Maps™ • An evaluation of key areas within the target pages associated with high information processing and areas with low information processing. • Conscious Feedback • Development, administration and analysis usability moderator guide to evaluate explicit conscious responses to the websites in the study. • Usability & Navigation • An understanding of the consumer’s experience with the navigation and flow of the website. • Actionable Insights • A clear, concise and actionable final report presented via web conference.

40. Website Usability: Heat Map Heat Maps are still images depicting the collected visual gaze data across participants as color-coded regions over the image, where red indicates areas of high fixation and green indicates areas of low fixation. High Concentration of Visual Fixation Low Concentration of Visual Fixation

41. Website Usability: Impact Mapping™ RESPONSES High Cognitive Emotive Impact Map™: A visual representation of the elements generating high and low emotional responses determined by biometrics. Areas of strong biometric response, represented by solid red, indicate High Emotion. Cognitive Impact Map™: A visual representation of the elements with strong information processing, determined as a function of the aggregate fixations and variation in pupil response on a target stimulus. Areas of solid blue indicate High Cognition. Low Cognitive High Emotive Low Emotive Low Impact High Impact

42. Website Usability: Impact Mapping Results The primary audience is unsigned bands, so this element should be promoted more and moved up The album art created a strong connection that the pun, although understood, then eliminated. Keep it simple to allow the artists to sell themselves Visitors skipped the “Wi-Fi” link – it generated confusion because they did not know what content to expect Users did not notice the “Go” button – they expected the “Recommended Albums” to auto-update on selection Confusion around why a Michael Jackson song is visibly highlighted on a page primarily promoting “The Doors” Visitors tried to operate the two “Album Finder” fields independently – not realizing that they needed to select genre first, then artist The “Recommended Albums” area initially generated a very strong emotional connection, which progressed to a light and then strong disconnect as the products were viewed. When they realized these were not personalized recommendations and had no relationship to the “Album Finder” tool, they quickly disconnected

43. Case Study: User Experience on Key Pages • Intuit used biometrics to study TurboTax key conversion pages vs. competitors’ equivalent pages • Users responded favorably to the TurboTax page (consciously and unconsciously) • But competitive pages had additional content unique to their pages that also showed high biometric relevance

44. Case Study: User Experience on Key Pages Incorporating these elements enabled the TurboTax registration page to reach a “new ultimate” and drive significant ROI. Added sense of place Marketing messages that showed strength on other key pages Kept “Try it First” Added sense of support

45. Case Study: User Experience on Key Pages TurboTax Sees 10% Revenue Increase in A/B Testing ORIGINAL REGISTRATION PAGE (A) N=15,000 Visitors REVISED REGISTRATION PAGE (B) N=15,000 Visitors ROI: The study paid for itself in 3 hours

46. Case Study: Understanding Product Experience Intuit used biometrics as part of their product usability research, studying the experience of real people completing their taxes. Key Biometric Finding: When some participants saw red in the Refund Monitor, engagement would decrease sharply. This conflicts with self-report indicating the Refund Monitor is a strong asset to the experience. Intuit is currently evaluating concepts to manage refund expectations in ways that reinforce consumer confidence and conversion.

47. Client Testimonial “We initially used Innerscope on TurboTax website research and the success of that test, including in-market outcomes, gave us confidence to use Innerscope with advertising research as well. We use it as a complement to traditional research. Biometrics gets at things we can’t with traditional ad testing. We focus in on particular areas of 30 second ads that are working– or not. Then we use focus groups to understand why and test out specific ideas. With biometrics, there are subtle types of things we can’t get from focus groups because people can’t articulate them. So we’ve used biometrics to make subtle changes and dramatically improve engagement.” Maria Scott, Senior Manager, Market Research

48. 98 North Washington Street, 2nd Floor Boston, MA 02114 617.904.0555 www.innerscope.com Your Innerscope Connection: Kate WeirGlobal Client Strategykweir@innerscope.com203.912.5156 Mobile