PROFILE MARKETING RESEARCH CAPABILITIES

1. PROFILE MARKETING RESEARCH CAPABILITIES Profile Marketing Research4020 South 57 AvenueLake Worth, Florida 33463561-965-8300profile-mktg-res.com

2. GETTING TO “AHA” “Aha.” That moment of getting it. The instant light dawns. When questions have answers, the feelings become facts, understanding is complete, and the road ahead becomes clear. That’s getting to “aha”.

3. About Profile Marketing Research Profile Marketing Research, a full service marketing research organization, was founded by Judy Hoffman in 1983. Corporate offices are located in Lake Worth, Florida. Total number of employees is over 100, with 20 analytic, statistical and support staff members, as well as a team of data collection professionals. Profile Marketing Research enjoys long term client relationships and seeks to provide thought processes and ideation, from project start to finish. . Page 3

4. Expertise is offered in the areas of quantitative and qualitative research techniques for clients with interests in both the consumer and business sectors on a local, regional, national, and international basis. It is the policy of Profile Marketing Research to provide clients with a close working relationship throughout all phases of a project, in order to maximize implementation and actionability of research endeavors. The “hands-on” approach of Profile Marketing Research from project development through analysis, coupled with a philosophy based upon quality, assures clients of both timely and cost effective research services, resulting in actionable guidance and direction for strategic planning and marketing decision making. About Profile Marketing Research Page 4

5. Projects are custom designed to address marketing questions and issues of clients and are conducted to provide reliability of results, yielding strategic guidance and direction for future planning. Company principals and senior research staff members are directly involved with all aspects of the research project and process, from planning to final reports and presentations, supported by the project team. To ensure quality control, all phases of marketing research studies are conducted on an internal basis. The Profile Marketing Research professional staff is highly educated, dedicated to marketing research as a discipline and a career, analytically oriented and facile with data and statistical concepts. Staff members are marketing oriented, in terms of their role in the planning and interpretation of research findings in order to assist in providing actionable and meaningful results to clients. Staff members reflect a wide and diverse range of backgrounds, education, and experience which they are able to bring to bear in meeting their day to day challenges. About Profile Marketing Research Page 5

6. About Profile Marketing Research Profile Marketing Research places emphasis on quality marketing research services to clients. Protocols and procedures are in place that reflect thisemphasis, ranging from general company policies and management, to the specifics of study design, implementation, analytic process, and direction for next steps from a business and a marketing perspective. Profile Marketing Research is objective, honorable, and ethical in terms of business dealings. The company respects the confidential nature of all studies and appreciates the trust placed in our organization by clients. Page 6

7. Experienced analytical staff Project team assignments Focus group moderators Ethnographic researchers Internal field interviewing staffand supervisory staff Interviewing staff teamsspecially trained for: Personal interviewing Telephone data collection Multi-lingual Consumers Business decision maker About Profile Marketing Research Database management Telephone interviewing centerwith remote monitoring, 40 stations, CATI, and web based continuous reporting Internet surveys–pmronline.com and internet qualitative forums and web based continuous reporting High volume mail surveys Data entry and scanning Data tabulation Analysis and reporting Statistical analyses Modeling Mapping Web based and video presentations Page 7

8. COMPANY PRESIDENT PROJECT MANAGEMENT FIELD SERVICES STATISTICAL AND TECHNICAL SERVICES BUSINESS SERVICES RESEARCH DIRECTORS MANAGER MANAGER BUSINESS MANAGER ANALYSTS ASSISTANTS SUPPORTSTAFF SUPERVISORS ANALYSTS SUPPORTSTAFF SUPPORT STAFF INTERVIEWERS QUALITATIVE RECRUITERS About Profile Marketing Research Page 8

9. About Profile Marketing Research PROJECT TEAM JUDY A. HOFFMAN, PRESIDENT, PROFILE MARKETING RESEARCH Offers over thirty years experience in the field of marketing research, with an emphasis on the provision of quality marketing oriented services to clients. This experience includes eighteen years with Profile Marketing Research and a precursor consultancy, as well as prior experience in the marketing research field. Prior professional experience includes the following; Associate Research Director/J. Walter Thompson Company, Research Account Executive/Grey Advertising, Project Director/Alfred Politz Research, New York. Her credentials also include; Past Vice President, American Marketing Association, Palm Beach County, memberships in CASRO (Council of American Survey Research Organizations), Marketing Research Association, American Statistical Society, Qualitative Research Consultants Association, Florida Direct Marketing Association, Futurist Society, and Travel and Tourism Research Association. Her education; Goucher College/Bachelor of Arts, Sociology, New School for Social Research/Graduate studies, Sociology. RICHARD E. STRASSLER, SENIOR MANAGER, SYSTEMS AND STATISTICS Technical, systems and statistical applications management and interpretation. His professional experience includes the following; Campbell and Associates/Computer Analyst, Keiser College/ Instructor of Sociology/Research Methods, Perceptive Market Research/Statistical Coordinator, and University of Florida, Gainesville/Research Assistant, Department of Psychology. He has been with PMR for fourteen years. He is an active member of the American Statistical Society. His education; University of Florida, Master of Arts, Sociology and Bachelor of Science, Psychology. MARK EDDY, MANAGER OF FIELD SERVICES Offers long term expertise in Marketing Research interviewing and supervision of data collection efforts over a twenty year period, with particular emphasis on telephone center management. His experience includes management of data collection services at Marketing, Inc. He has been with PMR for thirteen years. He is a member of the Marketing Research Association. His education; SUNY, Bachelor of Arts, Sociology. Page 9

10. About Profile Marketing Research PROJECT TEAM - Continued MICHAEL JENNINGS, SENIOR RESEARCH DIRECTOR Offers expertise in the management of marketing research projects, both qualitative and quantitative. He has worked at PMR for twelve years. He is a member of the American Marketing Association and Association of Energy Services Professionals. His education; Florida Atlantic University, Bachelor of Business Administration with a major in Finance. BARI WEINHAUSEN, SENIOR RESEARCH DIRECTOR Offers expertise in the management of marketing research projects, both qualitative and quantitative. She is a moderator and member of the Qualitative Research Consultants Association. She has been with PMR for nine years. She is a graduate of NOVA University with a major in Education. JACQUELINE LAWSON, SENIOR ANALYST, DATABASE AND WEB SERVICES Offers many years of experience, both private and public sectors, with database management and programming. She specializes in SQL Server, Crystal Reports, Perseus Survey Solutions, Oracle, MS Access, etc. She has been with Profile Marketing Research for one year. Her education: Pace University, Bachelors of Computer Science. Page 10

11. Advertising Federation American Anthropological Association American Marketing Association American Society for Quality American Statistical Association Association of Energy Services Professionals International CASRO (Council of American Survey Research Organizations) CMOR (Council of Marketing and Opinion Research) Interactive Marketing Research Organization Marketing Research Association Qualitative Research Consultants Association Sawtooth Software CI3 User Group Member Travel and Tourism Research Association World Futurist Society About Profile Marketing Research Page 11

12. About Profile Marketing Research All PMR staff members are under contractual obligation to adhere to strict protocols regarding confidentiality of all projects conducted by the company. PMR acknowledges that all project materials, discussions, study findings, recommendations, etc. will be held strictly confidential. Profile Marketing Research is registered with the state of Florida as a minority owned business (WBE). Page 12

13. VARIETY OF STUDY TYPES VARIETY OF CLIENT PRODUCT/SERVICE CATEGORIES Page 13

14. Variety of Study Types Profile Marketing Research conducts a wide variety of quantitative studies for clients … from simple surveys (rush, small sample size) to highly complex studies that require complex sampling procedures/weighting schematics and in depth analysis. PMR has qualitative expertise … focus groups and depth interviews for exploratory and evaluative purposes … and ethnographic research. For the vast majority of studies, external customers are the primary focus. For some studies, internal customers are an integral respondent group as well. And for some clients, PMR actually goes one step further, to facilitate ideation sessions with study results being the start point. Page 14

15. Variety of Clients Profile Marketing Research works in a wide variety of categories when it comes to products and services. This brings a cross-pollination of thought processes/approaches. For example: Utilities – FPL, PSE&G, Xcel Energy Food and Beverages – Pollo Tropical, Diageo OTC – Rexall Ecommerce – hotels.com, ediets.com Insurance/Financial Services – Fidelity Federal, Bank of America, New York Life Transportation – Ryder, Budget Truck Rental Travel & Tourism – Celebrity/Royal Caribbean Cruises, Walt Disney World, Marriott Vacation Clubs International, Silversea Cruises Arts and Entertainment – Norton Museum, South Florida Fair, Kravis Center, Palm Beach County Cultural Council Media – Palm Beach Post, Palm Beach Daily News Retail – Sears, CityPlace, Publix Government – City of Coral Springs, Town of Palm Beach Gardens, Town of Miami Lakes, Palm Beach County Tourist Development Council, Palm Beach Community College, Broward County Office of Integrated Waste Management, State of Florida Philanthropic – United Way Page 15

16. TELEPHONE SURVEY CAPABILITIES Page 16

17. Telephone Survey Capabilities • 40 station CATI telephone center • Sawtooth CI3, programming in-house • Staff interviewers • Multi-lingual capabilities – Spanish and Creole • Remote monitoring • Web based reporting (client provided link, data available end of given interviewing shift) – PMR can configure reports and/or clients can configure reports including banners/filters • Currently conduct a wide variety of perception and transaction based tracking studies as well as ad hoc studies, simple-complex in terms of sampling and timelines Page 17

18. ONLINE SURVEYS AND FORUMS Page 18

19. Online Surveys and Forums • pmronline site for online surveys • Perseus, enterprise version • Client access to results via link • Qualtalk online forums – qualitative tool • Currently conduct ongoing tracking studies and ad hoc studies when topic/target group appropriate for online methodologies Page 19

20. DATA TABULATIONS Page 20

21. Data Tabulations • All data processing and tabular report programming done in house • Project Team review process for open end coding • Tabular reports generated using UNCLE which allows for complex weighting schematics and statistical testing of significant differences, multiple levels of confidence Page 21

22. ANALYTICS Page 22

23. Analytics Profile Marketing Research conducts many studies that require simple analysis (crosstabs against key segments and/or specific measured periods). In addition, Profile Marketing Research conducts many other studies that entail more complex analysis (with or without additional statistical applications) on an interative basis (‘digging deeper’). Good example … survey data showed that the target segment for a particular product was actually less likely to purchase the product than the non-target segment. Deeper examination of target segment data by demographics and attitudinal measures showed that product information was not adequately communicated to a particular subgroup within this segment. This finding prompted additional analysis of the non-target segment by demographics and attitudinal measures to determine the cause of high purchase intent where none was expected. This analysis revealed a new target group that was previously unknown to the client. Page 23

24. STATISTICAL CAPABILITIES Page 24

25. Statistical Capabilities Profile Marketing Research conducts many studies that require complex statistical analysis. Project Team staff members work together to go through multiple iteration thought processes to come up with ‘best’ solutions. Third party consultants are utilized on an occasional basis to review and make suggestions in terms of approach (Andrea Tyree, PhD, Social Demographer, SUNY/Stonybrook and William Bailey, PhD, Applied Statistics, WMB Associates Statistical Services). Statistical tools utilized include chaid, cluster analysis, discriminant analysis, factor analysis, logistic and multiple regression, perceptual mapping, partial least squares, and structural equation modeling. Page 25

26. Statistical Capabilities • Some examples: • A study to build a segmentation based on Hispanic consumer acculturation … Factor analysis was utilized to group attitudinal self-descriptors; discriminant function analysis was attempted to segment based on expected behavioral groupings but results were not particularly meaningful; ultimately a cluster analysis solution was identified which clearly defined segments on a multidimensional basis. • A study to build a customer satisfaction model for telephone interaction experience … client provided attribute list of 120 dimensions; multicollinearity was a major issue and there was not as much differentiation as was hoped (respondent fatigue); factor analysis was originally utilized to group attributes however internal customer wanted to keep all attributes unique due to nuanced differences; scale spread; multiple regression attempted but low R2s; logistic regression attempted based on 10/9 vs bottom of scale utilized as new variables which yielded workable solution. Only those variables with high R value were included in final solutions, one per customer segment. Structural equation modeling was utilized to validate learnings. Page 26

27. Statistical Capabilities • A study to identify key differentiating factors among a long list of potential client offering based on six unique criteria …a complex scoring system was developed and programmed on a weighted basis which facilitated prioritization. • A study to map attribute importance in relation to importance … importance was measured as stated and implied (logistic regression provided the most meaningful results); R values used as weights in combination with stated importance against which performance was mapped. • Studies which track customer satisfaction with multiple lines of business on a transaction basis, highly complex variables plus data appended from customer records … key driver analysis run on multiple levels (process, employee, etc.). • Study for a non-profit organization to determine key characteristics of donors and non-donors via survey and third-party data and creation of classification system for stratification into segments and prediction of potential to donate in the future among non-donors and prospects using chaid (Answer Tree). Page 27

28. QUALITATIVE RESEARCH Page 28

29. Qualitative Research • Profile Marketing Research conducts qualitative studies on a regular basis. • Exploratory and assessment related • Focus groups (traditional in person and via telephone conference) and IDIs (in person and via telephone) In many cases, the qualitative work is a phase I which provides the hypotheses for phase II quantification. Unique approaches include ideation, role playing, team creative exercises. In depth content analysis is always integral to study learnings. Page 29

30. ETHNOGRAPHIC AND EXPERIENTIAL RESEARCH Page 30

31. Ethnographic and Experiential Research • Profile Marketing Research has developed an expertise in experiential and ethnographic (observational and participant/observation) research. These approaches are being utilized more often than in the past, to delve deeper into the consumer and business decision maker hearts and minds. Some recent studies include: • Museum tour with children and debriefing with children and then children + parents after the fact • Visits to tertiary market communities to provide an understanding of lifestyle (in home and out) related to energy usage • In home entertaining … four months with twelve families … shopping, preparing for home entertaining … presence at parties, etc. Field notes were posted daily on a special website with photographs and videos. At the end of the field period, two three day retreats were held with the client team for insight generation • Shopping behavior … observation of on-board shopping behavior within the context of the cruise experience • PMR has just been awarded a study that will involve visits with homeowners as well as business owners and managers to understand relationships between users and light-heavy duty equipment for preliminary hypotheses generation related to segmentation based on dimensions other than the obvious (size of equipment, function, etc.) Page 31

32. INSIGHT GENERATION Page 32

33. Insight Generation Insight Generation uses a Team Approach (client team members) with a Profile Marketing Research facilitator to take all of the learnings from a specific study or studies and evolve these learnings into a broad based understanding of consumers (includes B2B as well) in terms of cultural, psychological, anthropological and sociological perspectives and dimensions.  This understanding goes far beyond the observations and facts coming from the given study(ies) and can be utilized within the context of a myriad of applications...new product development, advertising strategies, identification of value propositions, to name a few. Page 33

34. Insight Generation • How does this work?  The process can take one day or several, depending • on the complexity of the client product or service and the amount of • information to be processed.  • As a group: • Facts are identified (learnings via the research) • Facts are interpreted in relation to implications • Insights are generated • New understandings surface • Preliminary discussion is held in terms of new applications • Following the Insight Generation Sessions: • Insights are shared within the client infrastructure • Processes are put into place to acknowledge and utilize new Insights in marketing and strategic planning and decision making Page 34

35. AD HOC REQUESTS Page 35

36. Ad Hoc Requests Profile Marketing Research often has special requests from clients and always finds a way to accommodate needs. For example … a client may have need for scorecard report updating on an ongoing basis. If this is the case, PMR can set up a special secured website and create ‘rules’ which give access to specific deliverables to given individuals … or PMR can upload to a client intranet site if client security measures will allow for such. Page 36

37. CONCLUSION Page 37

38. Conclusion Profile Marketing Research handles projects in a professional manner, with quality measures in place throughout all research study phases. PMR goes ‘the extra mile’ on a consistent basis. Clients have a responsive vendor in Profile Marketing Research as part of the research team. Page 38

39. For Additional Information JUDY HOFFMAN PRESIDENT 4020 SOUTH 57TH AVENUE LAKE WORTH, FLORIDA 33463 561-965-8300 jhoffman@profile-mktg-res.com www.profile-mktg-res.com Page 39