11 RESEARCH POWERED BY CREDENTIALS PRESENTATION

22 Optimization Group Mission

3 A Recent Winner! 3

44 Who we are … Optimization Group is a marketing analytics firm that uses many advanced tools and techniques…. Traditional and on-line focus groups Traditional survey services (CATI and on-line) Text mining analytics Geographical Information Systems (GIS) Conjoint (trade-off) analysis Data mining and modeling Dashboard analytics

5 Who we are … …to help clients better manage their business – Listening to the Voice of the Customer – Customer Retention and Acquisition – Managing Broker/dealer sales forces – New Product development – Branding/Naming programs – Market sizing – Objective Setting, i.e. establishing measurable objectives

6 Our People – Technology “Automate and systematize complex data sets” Systems analysts Programmers Database designers Process engineers – Marketing “Make data and analyses work in the real world” Marketing research & consulting Corporate brand management Agency account service Marketing & media database (applications focus) Our people come from two worlds:

77 Some of our Clients

8 Our Global Experience US Canada Brazil Mexico UK France Spain Poland Italy Germany India China Australia South Korea Japan

Bio: Jeff Ewald years research experience Founder and CEO of Optimization Group Product management and research experience with General Mills and Campbell’s Soup Consultant on Volumetric Forecasting to major CPG firm Research, account management and GM of J. Walter Thompson, Detroit B.A. in Music from Indiana University M.B.A. from The University of Michigan

Bio: Renee Cameron years research experience Global Account Director of Optimization Group Brand management experience with Federal Mogul Research experience on client, agency and supplier sides (Federal- Mogul, J. Walter Thompson, Detroit and Burgoyne Information Services, respectively) B.A. in Psychology from The University of Dayton M.B.A. from The University of Cincinnati

Select Awards The American Marketing Association Award for Advertising Effectiveness (“EFFIE”) Advertising Research Foundation’s David Ogilvy Award for Research Excellence, 1994 AME International Award for Advertising and Marketing Effectiveness, 1995 ESOMAR’s John and Mary Goodyear Award for Best Paper Likely to Make an Impact in Marketing, 2001 Lawrence Technological University/Grant Thornton Leaders & Innovators Award, 2008 Advertising Research Foundation’s David Ogilvy Award for Research Excellence, Grand Ogilvy Award,

Select Publications Moskowitz, H.R., and Ewald, J. (2001). “Always On – Bringing market research down to the development engineer, closer to the customer, and into the vortex of product development.”” Proceedings of the ESOMAR Congress, Rome. – (Received Gold Award for Best Paper Likely to Make an Impact in Marketing) Hartmann, J., Moskowitz and Ewald (2003). “From Multi-country Concept Testing/Optimization to Corporate Database and Beyond.” Global Cross Industry Forum. Moskowitz, H.R., Itty, Fink and Ewald (2003). “Deconstructing Automobile Messaging: Clues to Brand Strategy.” The Journal of Database Marketing, 10:3, pp Moskowitz, H.R., Itty and Ewald (2003). “Teens on the Internet – Commercial Applications of a Deconstructive Analysis of ‘Teen Zine’ Features.” Journal of Consumer Behaviour, 2:3, pp. 296 – 310. Moore, P., Moskowitz, Rabino and Ewald (2005), “’Quali-Quant’ Research at the Development Stage: Using Iterative, Small-Scale Conjoint Analysis to Explore/Refine Communications for a ‘New Age’ Car Dealer,” Innovative Marketing, 1:2, pp Beckley, J. Foley, Topp, Huang, Prinyawiwatul, ed. (2007). Accelerating New Food Product Design and Development. Blackwell Publishing. Contributing author: Ewald and Moskowitz, “Market Forces: The Push-Pull of Marketing and Advertising in the New Product Business,” pp Moskowitz, H.R., Saguay and Straus (2009). An Integrated Approach to New Food Product Development. CRC Press, Taylor and Francis Group. Contributing author: Ewald, “Chapter 22: Getting The Positioning Right: Advertising Planning.” pp