SCOOP Session Presentation See Tomorrow, Today SCOOP Session Presentation to

Marketing Research Introduction Introduction to the Job Presentation Agenda Marketing Research Introduction What Is BASES? Introduction to the Job

Marketing Research Introduction

Introduction to Marketing Research If Marketing is the “4 Ps” Price Promotion Place Product Then Marketing Research is the tool that quantifies the “4 Ps”.

Introduction to Marketing Research Marketing Research is the tool that helps you: Know your customers Who they are (demographics) What is important to them (psychographics) Know the best positioning (concept) for your product Know your product Know the “optimal” advertising/marketing plan Know the price that optimizes sales and profit Know the best distribution channels Know who is buying your product (and who is not) Know who is aware of your product (and who is not) Know how many units of product you are selling Etc…

Introduction to Marketing Research There are many different types of marketing research firms Custom Burke, Walker Specialty BASES fits in here Corporate Internal Research Department P&G, SC Johnson, etc…

Introduction to Marketing Research New Products vs. Established Products Research Universe for Consumer Goods New Products Established

Introduction to Marketing Research The issues confronting new products can be different from those for established products:

Introduction to Marketing Research New Product Research LAUNCH LAUNCH

Introduction to Marketing Research Established Product Research LAUNCH LAUNCH

Introduction to Marketing Research Top 20 Global Research Organizations VNU Inc. IMS Health Inc. The Kantar Group TNS Information Resources Inc. (IRI) GfK Group Ipsos Group SA NFO WorldGroup Inc. Westat Inc. NOP World Synovate Arbitron Inc. Maritz Research Video Research Ltd. Opinion Research Corp. JD Power & Associates Harris Interactive Inc. The NPD Group Inc. INTAGE Inc. Dentsu Research Inc. Source: Marketing News August 18, 2003

Introduction to Marketing Research Top 20 Global Research Organizations VNU Inc. IMS Health Inc. The Kantar Group TNS Information Resources Inc. (IRI) GfK Group Ipsos Group SA NFO WorldGroup Inc. Westat Inc. NOP World ACNielsen BASES is part of VNU Inc. Synovate Arbitron Inc. Maritz Research Video Research Ltd. Opinion Research Corp. JD Power & Associates Harris Interactive Inc. The NPD Group Inc. INTAGE Inc. Dentsu Research Inc. Source: Marketing News August 18, 2003

What Is BASES?

ACNielsen BASES, an operating unit of the ACNielsen Corporation, is one of the world’s foremost marketing research and consulting firms. Founded in 1975 Headquarters in Cincinnati, Ohio Regional offices in: Chicago, IL Westport, CT Parsippany, NJ

is the worldwide leader in ... Simulated Test Marketing New Product Evaluation

offers services which combine ... Consulting Data collection/reporting Proprietary market simulation models

… has the nation’s leading clients

… locates close to our clients

... has grown internationally Canada Toronto Europe, Middle East and Africa Wavre, Belgium, Oxford, England Paris, France, Hamburg, Germany, Milan, Italy Asia Pacific Hong Kong S.A.R, China Sydney Australia Bangkok, Thailand Corporate Office Cincinnati, Ohio Latin America Buenos Aires, Argentina Mexico City, Mexico Sao Paulo, Brazil

... is the global leader in the Market Research Industry

ACNielsen BASES Internationally ACNielsen BASES Domestically BASES is the predominant Simulated Test Market supplier with 80% market share in the U.S. and 65% market share globally. ACNielsen BASES Internationally ACNielsen BASES Domestically

…and we’re growing!

Working In Market Research

Working in Marketing Research There are typically two career paths:

Working in Marketing Research The typical Analytical career path (first 10 years): ~2-3 Years ~2 Years ~2 Years ~1-2 Years ~1 Year

Working in Marketing Research Typical Education and Experience >10 Yrs. In Research & Management Extensive Research & Management Experience (8-10 Yrs.) Undergraduate Degree, 4-7 Yrs. Exp. Undergraduate Degree, 2-4 Yrs. Exp. Graduate Degree, 1-2 Yrs. Exp. Undergraduate Degree, 1-2 Yrs. Exp. Graduate Degree, No Exp. Undergraduate Degree

Working in Marketing Research How time is spent at BASES

Working in Marketing Research How time is spent at other companies

Working in Marketing Research Research Analyst Profile Write Reports/Presentations Run Analyses Run Database Comparisons Forecast Sales Work Closely With Manager Learning On The Job

Working in Marketing Research Senior Research Analyst Profile Write Proposals Run Analyses Run Database Comparisons Forecast Sales Write Reports/Presentations Answer General Client Questions Work Closely With Manager

Working in Marketing Research Associate Manager Profile Write Proposals Design Studies Write Reports/Presentations Forecast Sales Review Reports & Forecasts of Subordinates Answer Detailed Client Questions Make Presentations Work Fairly Independently

Working in Marketing Research Account Manager/Director Profile Write Proposals Design Studies Review Reports & Forecasts of Subordinates Forecast Sales Answer Detailed Client Questions Make Presentations Work Very Independently Manage An Account Group

Working in Marketing Research Marketing Research Analyst’s Profile ACNielsen BASES looks for Research Analyst candidates with high quality: Oral/written skills Interpersonal skills Analytical/statistical skills Academic standing

Working in Marketing Research Why choose BASES? Our success is a result of the company’s culture and values: Client focused Integrity and honesty Commitment to learning and R&D Always doing what is right: For our clients For our employees For our community

Questions?