Product Clinics Product Intelligence Competitor Intelligence Market Intelligence Customer Intelligence Product Clinics CHICAGO • DETROIT • FRANKFURT • SHANGHAI • BEIJING

When your whiteboard looks like a Post-It explosion… Q1 Goals Stronger price positioning Better marketing and sell-in materials Support demand creation at the retailers Provide information to retailers that they may not know about their customers Optimize product offerings, placement, and merchandising support Uncover unique segmentation perspectives

…Martec has a unique “one-stop shop” solution to gather a range of shopper/consumer insights Shopper Insights Consumer Insights Purchase Occasion New Product/Concept Testing Channel/Store Selection & Loyalty Product Attitudes, Usage Product Clinics Planned vs. Impulse Purchases Price Elasticity Market Basket Brand Preference, Imagery and Loyalty

An approach that addresses comments from the “peanut gallery”… Typically overheard “behind the glass”… “What did the guy in the corner say?” “OK, I get it, but my next question is…” “How many of these are we doing? Are these results quantitative?” “What were they pointing at…what didn’t they like?” “We’ll have to wait and look at the video.” “We really should have had more competitive product for them to look at.”

Clinics provide an immersed experience for clients and respondents. Let’s customers “kick the tires” … First hand evaluation of the concept in a competitive context Ensuring a "closer to real" evaluation for both the respondent and the client Accelerates the development cycle … Puts clients at the point of information gathering Forum for cross-functional discussion – accelerating exchange of ideas First-hand and real-time feedback Changes made mid-stream Provides greater confidence to the team … Combines elements of quantitative and qualitative research Gathers “data” as well as explanatory “commentary” Robust, well-rounded and immediate knowledge

Respondents participate in a multi-step research process. Conjoint/DCM Van Westendorp MaxDiff 2 PC-Based/ Quantitative Survey Entrance Exit 1 Product Review & Self-Admin Surveys Entrance 3 Mini Focus Group Evaluation of product concepts Rate products – product issues, brands, service etc. Simulated shopping exercises Provides “raw” perceptions of products/ brands Provides closure on specific issues of critical importance to product development teams Possible improvements, unmet needs,... Proposed, marketing & communication plans, brand names, etc. Live feed to client viewing/meeting room

Multiple techniques are utilized. Research conducted through one (or more) traditional clinic or several, smaller mini-clinics. Traditional clinic Typically 200+ participants over 2-3 days Often conducted close to HQ for maximum stakeholder participation Mini-clinics Dispersed geographically to capture regional concerns/trends Approximately 30 - 50 participants per city Various research techniques are utilized: Sample Project Objectives Participant Background On-Line Survey Simulated Shopping/Concept Assessment Usability Lab Small Group Discussion Gather respondent demographics, behaviors, attitudes √ Assess reaction to EAS Powder Packaging concepts Measure purchase intent and frequency Identify pricing boundaries /optimal pricing Measure shelf appeal Assess usability Assess package graphics

The optimal approach to clear the whiteboard is to conduct a Product Clinic. Allows gathering both qualitative and quantitative feedback   Incorporates elements of ethnographic observation, on-the-job use and qualitative research methodologies with traditional quantitative data gathering techniques Ability to conduct “simulated” buyer experiences, concept tests, etc. without being “in the market” A controlled research environment conducive to client engagement Clients are “listening” and “watching” throughout various stages of information gathering The ideal forum for cross-functional discussions; real-time feedback spurred by clinic participant comments and insights Avoids liability and customer alienation concerns for respondents More cost effective on a per respondent basis vs. comparable methodologies (focus groups, job site IDIs, etc.) the clinic method provides far greater volume of insights per respondent for same or lower cost

We are confident in our ability to add value to your strategic consulting efforts through our custom market research and analysis. Contact Chuck Bean Partner Direct: 248-327-8005 chuck.bean@martecgroup.com