Power Decisions Group: Strategic Intelligence for Fast-track Strategies

1. Overview data, ideas, and drivers that propel strategic decisions.

2. Overview Power Decisions Group delivers confidential help to CEO’s and senior managers searching for fast track strategies to enhance their competitive position. We help client executives… • discover strategic options… • gather and assess information… • deploy high-leverage strategic and tactical moves.

3. Understandstrategy choices. Prioritydecisionsdrivemarketingresearch. Obtainintelligencewiththerightresearch. Faster and smarter.

5. Mainframe computers PC Manufacturers Laser printer manufacturer Multi-state banks Food & Consumer goods Office furniture manufacturer Industrial Manufacturers Wireless connectivity Software New Ventures Software marketers Wood products producer Worldwide petroleum company HP Technology Spin-Off Nationwide retail chain Technology startups Regional medical centers Client Assignments

6. Quantitative Surveys Online Phone Qualitative Time Extended Depth Interviews Focus Groups Special Analytical Tools Conjoint Trade Off Analysis for Product Appeal Testing Brand Assessment Matrix Brand Mapping Research Tools

7. Strategic Decisions Customer targeting Competitive advantage Market entry Acquisition evaluation New product creation Positioning & Advertising Brand value Pricing structures Positioning Channels Market share building Business models

8. How We’re Different. • We focus on yourunique brand. • Use big picture view of strategic intelligence. • Apply decision thinking before research. • Use creative research designtools. • Deliver high quality study implementation.

9. When we’re finished, we’ve helped answer this vital question. “What do we do now?

10. The Decision Pathway focuses on thedecision stepsto clarify and make priority decisions. Think about Decisions Decision Pathway The Power Decisions approach thinks about intelligence in a broad way: withideas, data, and executive judgment. Intelligence Platform

11. Think about Decisions Website

12. The “Thin Decision” Problem Opportunities • One opportunity, only one solution. • Options not developed. • No evaluation of alternatives. Thin decisions risk overlooking better choices.

13. Our Intelligence Platform approach is … Arobustandrealisticapproach to strategic knowledge. Usesthree core typesof intelligence, not one. This thinkingdrives optimum research design. Intelligence Platform Intelligence Platform

14. Harvest Generate Screen Refine Ideas Ideas Intelligence Platform

15. Internal External Data Ideas Data + Intelligence Platform

16. Management Judgment Crucial Issues Risk Appetite & Momentum Clarify Drivers Drivers Ideas Data + + Drivers Intelligence Platform

17. How We Help. Clarify Priority Decisions Set Research Agenda Research Design & Management GenerateIdeas & Concepts Pinpoint Research Implications

18. More about how we think and operate on branding, concept testing, and brand equity measurement…

19. Process for Best Results DecisionMap ManagementObjectives InformationObjectives Research Design

20. Decision Map (Example Only)

21. Engagement Design (Example Only) W 7 W 1 W 5 W 3 W 6 W 8 W 2 W 4 TIMELINE Timeline – Early Stage 2 4 Drivers & Ideas • Decision Map • Opportunities & Goals • Issues & Constraints • Team meeting format Evaluation & Design • Design Benchmark Study • Client Mgmt Team review • Refine Decision Map • Study Revision Cycle in play • Panel design 1 5 Benchmark Survey • Quantitative • Broad question types • Most segments represented • Phone & Web implementation 3 Internal Interviews • Management • Selected sales team • Assess CRM integration with MIS Qualitative Research • Customer 1to1 interviews • Open–ended questions • Small diverse sample, N=30

22. Quantitative Research Design (Example Only) Behavior & Usage • Products Used Now • Consideration of new products • Usage by Segment Sampling • Stratified Sampling • Within Segment sampling • Off Grid • Vacation • Mainstream Purchase Process • Interplay of decision-makers & influencers • Decision Cycle • Outside influences • Recommendations • Expert opinion • Advertising Attitude Profile • Attitude Segmentation • Key Attitude Drivers • Brand Image Profile of competition • Product Attribute preferences • Concept Appeal • Future Needs / Current Needs

23. Project Design (Example Only) M 1 M 3 M5 M 7 M2 M 4 M 6 M 8 TIMELINE Intelligence Platform Drives Decision Process Quarterly Panel Wave • Marketing KPIs • Address emerging Client decisions from Benchmark • Track behavior & Attitudes among key segments • Ad hoc concept testing • Populate CRM Benchmark Study • Quantitative • Broad question types • Most segments represented • Phone & Web implementation • Build Panel • Populate CRM w Marketing KPIs

24. Contact Consistency Focus Connection Leadership We’ve thought a lot about what makes a Great Brand…

25. ContactMaking contact with the customer and prospects via all media, personal and mass communications. Great Brands Contact Consistency Focus Connection Leadership

26. Consistency Consistent means “staying the course” time after time, having little variance from one brand experience to the next. Consistency builds trust, reliability, and loyalty. Great Brands Contact Consistency Focus Connection Leadership

27. Focus Focus means concentration of effort as summed up in the phrase “doing a few things well”. It also means not confusing the customer. Great Brands Contact Consistency Focus Connection Leadership

28. Connection Connection means connecting with a person, a living breathing human being, not a segment, or a target. This connection can either be emotional or intellectual. We see evidence of “connection” as brand enthusiasts surface. Great Brands Contact Consistency Focus Connection Leadership

29. Leadership A great brand establishes leadership somewhere, on some beach head. It may be product innovation, or it may be the compelling sincerity of its promise, or the dynamic force of its name and voice. Great Brands Contact Consistency Focus Connection Leadership

30. The Brand Assessment Matrix (BAM)… Contact Consistency Focus Connection Leadership 1. Value Bundle Guides internal and external brand equity assessments… 2. Performance Promise 3. Brand Picture

31. BAM Model to Guide Brand Research

32. Concept & Price Testing Attributes& Price Options Output:Utility Values of predicted product market share & attributes importance Ratings of Generated Concept Statements with 3+ attributes Levels • Conjoint Analysis is a research interviewing and analysis methodology for product development and pricing decisions. • It can assess the “value” of brand. • Uses multivariate statistical routines to calculate preferences based on near-real-world paired comparisons of concept statements.

33. Predicting Concept Appeal • Product concept statement choices present tough “trade offs” to survey respondents; we are able to quantify how they are making their choices. • The output yields normalized utility values for product features and prices. • We then use these utilities to simulate various product-price scenarios within the total market and segments. Output:Utility Values of predicted product market share & attributes importance Simulation:>Optimum Product Designs> Best price points > Segments & Targets Product & PricingStrategy

34. Brand Mapping • A research analytical tool to “see” brands in 2-dimensional space. • Reduces large quantities of data. • Shows brands in relationship to each other. • Maps are defined by the position of market traits… • Brand attributes • Segments • Brands that a near certain attributes are strongly positioned in the minds of the market.

35. Brand Map