How do we make Brand Tracking more actionable? OSG has the answers! November 2017

OSG at a Glance Offices in US, EU and Asia Over 700 projects Diverse range of leading Fortune 500 clients Reference-able C-Suite level relationships at clients across industry sub-sectors Pharmaceuticals, Healthcare, CPG, Energy Recognized analytics thought leader featured in leading publications Recognized for five consecutive years as one of the fastest growing companies in the US

LIFE CYCLE RELATIONSHIP USING TECHNOLOGY & SERVICES OSG’s Capabilities LIFE CYCLE RELATIONSHIP USING TECHNOLOGY & SERVICES COMPETENCIES MARKET RESEARCH ADVANCED ANALYTICS ADVISORY TECHNOLOGY BUSINESS APPLICATIONS R&D/INNOVATION Innovation Prioritization / Market Map Trial Optimization PRO Analytics Portfolio Prioritization DEVELOPMENT Market/Commercial Assessment Licensing & Acquisition Forecasting & Evaluation MARKETING Segmentation Launch Planning Brand Equity & Tracking Brand & LCM Planning Positioning, Message Testing SALES Sales Force Effectiveness Field Optimization Performance Analytics Closed loop Marketing PLATFORMS ASEMAPTM In-Depth Behavioral Analytics Platform OSMPS™ Online Data Visualization and Predictive Analytics Portal CAVII™ Customer Engagement Platform

What is Brand Tracking? Helps understand in-market brand performance Awareness, Trial & Usage Satisfaction Brand Perceptions on specific KPI’s/Attributes that matter to customers Effectiveness of marketing channels in communicating the brand’s value proposition etc. Determine if the performance is in line with expectations and make changes (if required) to the brand’s marketing strategy

Challenges with Traditional Brand Trackers Very good at measuring performance but not as insightful in understanding the ‘why’s’ Have been relegated to being dashboards for periodic monitoring with minimal actionability Challenge in using the tracker findings to tweak brand marketing strategy

RE-TRACK OVERALL PERCEPTIONS & KPI OSG Determines What Matters to Customers and Offers Insights on How to Impact Those Levers to Drive Brand Adoption/Satisfaction NEED TO BE CONDUCTED ONLY DURING THE BASELINE WAVE AND SPORADICALLY THEREAFTER 2 1 3 Research to track overall client and competitor brand performance OSG’s proprietary ASEMAPTM trade-off exercise to determine what KPI’s matter to customers Identify the ‘must-have’ and ‘differentiating’ KPI’s RE-TRACK OVERALL PERCEPTIONS & KPI 5 4 6 Address the areas identified in the prior step (OSG’s Activation Workshop) Identify the gaps of the client brand vs. competition on the KPI’s Identify areas for immediate transformation and brand differentiation

OSG’s Research Approach Online survey administered online (computer or tablet or mobile) or in-person (at Point of sale or After-sale or at other times) A few follow-up qualitative interviews to supplement responses from the survey Awareness, Trial & Usage of Client & Competitor Brands ATTRIBUES/KPI’S THAT MIGHT DRIVE CHOICE IN THE CATEGORY (Required only in the baseline wave (Unless market changes significantly) to understand what matters to customers in choice of brands/products in a category) ASEMAPTM – Attributes Trade-off Exercise Perceptions of Client & Competitor Brands on Key Attributes Effectiveness of Marketing Channels (Sales reps, social media, POS etc.) Attitudes & Demographics

Step 1 – Capture Overall Brand Use and Perceptions BRAND FUNNEL TRACK FUNNEL AND PERCEPTIONS OVER TIME OVERALL BRAND PERCEPTIONS (NET PROMOTER SCORE OR SATISFACTION)

ASEMAP™ - OSG’s Proprietary Trade-off Exercise - Steps in identifying important KPI’s/Attributes CATEGORIZE ATTRIBUTES (Assume there are 30 attributes. Show 30 attributes on 1 screen and ask respondents to categorize them into 3 smaller groups of 10 each based on importance) 2. RANK ATTRIBUTES (Rank the attributes from 1-10 within each group) 3. TRADE-OFF ATTRIBUTES (Trade-off a pair of attributes – 100-pt allocation. By showing ~13 pairs or fewer, we can understand the magnitude of importance of all attributes)

Step 2 – Identify KPI’s/Attributes that Matters Most to Customers & Compare Brand Performance on Those Metrics vs. Competition CAPTURE PERCEPTIONS OF BRANDS VS. COMPETITION ON KPI’S/ATTRIBUTES IMPORTANT KPI’S/ATTRIBUTES THAT DRIVE CHOICE IN THIS CATEGORY (Only for the baseline wave) TRACK PERCEPTIONS OF BRANDS VS. COMPETITION ON KPI’S/ATTRIBUTES PERIODICALLY

Steps 3-5 – Identify Areas for Immediate Transformation or Differentiation to Improve Brand Adoption/Perceptions

Step 6 – Activate on the Findings to Drive Brand Adoption/Perceptions

Summarizing OSG’s Approach to Brand Tracking NEED TO BE CONDUCTED ONLY DURING THE BASELINE WAVE 2 1 3 Research to track overall client and competitor brand performance OSG’s proprietary ASEMAPTM trade-off exercise to determine what KPI’s matter to customers Identify the ‘must-have’ and ‘differentiating’ KPI’s RE-TRACK OVERALL PERCEPTIONS & KPI 5 4 6 Address the areas identified in the prior step (OSG’s Activation Workshop) Identify the gaps of the client brand vs. competition on the KPI’s Identify areas for immediate transformation and brand differentiation

OSMPS™ & CAVIITM- OSG’s Tools for Brand Tracking CAVIITM – Mobile real-time administering of survey, tracking & dashboarding OSMPSTM – Online reporting & Dashboarding

OSG Advantage: Why OSG for Brand Tracking? Go beyond tracking standard KPI’s to understanding the why’s behind the same Use OSG’s proprietary ASEMAP™ methodology to determine the drivers of choice/satisfaction in a category Understand how our brand performs on those key drivers vs. the competition Identify and address gaps vs. the competition to move the needle on adoption/satisfaction Track effectiveness of marketing/communication/educational initiatives and tie that to adoption Access to OSG’s proprietary easy-to-use web- based reportal/dashboard for data visualization Results remain at your fingertips, allowing access to the data during and immediately after data collection Easy tracking of metrics on a periodic basis

Contact R. Sukumar, Ph. D. E. r.sukumar@osganalytics.com