Websit e Websit e Overview data, ideas, and drivers that propel strategic decisions.

Power Decisions Group, Inc. Decisions Group — Overview / Page 2 Websit e Websit e Overview Power Decisions Group delivers confidential help to CEO’s and senior managers searching for fast track strategies to enhance their competitive position. We help client executives…  discover strategic options…  gather and assess information…  deploy high-leverage strategic and tactical moves.

Power Decisions Group, Inc. Decisions Group — Overview / Page 3 Websit e Websit e  Understand strategy choices.  Priority decisions drive marketing research.  Obtain intelligence with the right research. Faster and smarter.

Websit e Websit e

Power Decisions Group, Inc. Decisions Group — Overview / Page 5 Websit e Websit e Mainframe computers PC Manufacturers Laser printer manufacturer Multi-state banks Food & Consumer goods Office furniture manufacturer Industrial Manufacturers Wireless connectivity Software New Ventures Software marketers Wood products producer Worldwide petroleum company HP Technology Spin-Off Nationwide retail chain Technology startups Regional medical centers Client Assignments

Power Decisions Group, Inc. Decisions Group — Overview / Page 6 Websit e Websit e Quantitative Surveys Online Phone Qualitative Time Extended Depth Interviews Focus Groups Special Analytical Tools Conjoint Trade Off Analysis for Product Appeal Testing Brand Assessment Matrix Brand Mapping Research Tools

Power Decisions Group, Inc. Decisions Group — Overview / Page 7 Websit e Websit e Strategic Decisions Customer targeting Market entry New product creation Brand value Positioning Competitive advantage Acquisition evaluation Business models Pricing structures Channels Market share building Positioning & Advertising

Power Decisions Group, Inc. Decisions Group — Overview / Page 8 Websit e Websit e  We focus on your unique brand.  Use big picture view of strategic intelligence.  Apply decision thinking before research.  Use creative research design tools.  Deliver high quality study implementation. How We’re Different.

Power Decisions Group, Inc. Decisions Group — Overview / Page 9 Websit e Websit e When we’re finished, we’ve helped answer this vital question. “What do we do now?

Websit e Websit e The Decision Pathway focuses on the decision steps to clarify and make priority decisions. Intelligence Platform Decision Pathway The Power Decisions approach thinks about intelligence in a broad way: with ideas, data, and executive judgment. Think about Decisions

Websit e Websit e

Power Decisions Group, Inc. Decisions Group — Overview / Page 12 Websit e Websit e Opportunities  One opportunity, only one solution.  Options not developed.  No evaluation of alternatives.  One opportunity, only one solution.  Options not developed.  No evaluation of alternatives. Thin decisions risk overlooking better choices. The “Thin Decision” Problem

Power Decisions Group, Inc. Decisions Group — Overview / Page 13 Websit e Websit e Intelligence Platform Our Intelligence Platform approach is … A robust and realistic approach to strategic knowledge. Uses three core types of intelligence, not one. This thinking drives optimum research design. Our Intelligence Platform approach is … A robust and realistic approach to strategic knowledge. Uses three core types of intelligence, not one. This thinking drives optimum research design.

Power Decisions Group, Inc. Decisions Group — Overview / Page 14 Websit e Websit e Intelligence Platform Ideas  Harvest  Generate  Screen  Refine

Power Decisions Group, Inc. Decisions Group — Overview / Page 15 Websit e Websit e Intelligence Platform DataIdeas  Internal  External Data+

Power Decisions Group, Inc. Decisions Group — Overview / Page 16 Websit e Websit e Intelligence Platform Drivers DataIdeas  Management Judgment  Crucial Issues  Risk Appetite & Momentum  Clarify Drivers ++ Drivers

Power Decisions Group, Inc. Decisions Group — Overview / Page 17 Websit e Websit e Clarify Priority Decisions Pinpoint Research Implications How We Help. Set Research Agenda Generate Ideas & Concepts Research Design & Management

Websit e Websit e More about how we think and operate on branding, concept testing, and brand equity measurement…

Power Decisions Group, Inc. Decisions Group — Overview / Page 19 Websit e Websit e Research Design Research Design Process for Best Results Decision Map Management Objectives Information Objectives

Power Decisions Group, Inc. Decisions Group — Overview / Page 20 Websit e Websit e Decision Map (Example Only)Products Attributes Where should we focus feature development?  Benefits  Features  Functionality Pricing Does we pricing max share gains and margins?  Level  Structure Line extensions How should current product be extended?  Add-ons  Spin-offs New Products Should a new product be developed?  Platforms  Applications Horizontal VerticalMarkets Targeting Where to concentrate efforts? Segmentation What is most relevant way to segment market?  Size  Type  Horizontal  Vertical  Demand & dynamics  Buyer attitudes  Buyer needs Opportunity profile How is the market changing? What opportunities are declining? What opportunities are emerging?  Competitive threats  Emerging needs as market matures.Messaging Corporate level What should we say about Client ?  Image  Feature Product-Service What should we say about our products and support?  Image  Features AD & Promotion spend How much should we spend in advertising and other promotions? Where should it be spent? Message Targets At what people should we target messages?  Economic Decision Maker  Influencers/Users

Power Decisions Group, Inc. Decisions Group — Overview / Page 21 Websit e Websit e Engagement Design (Example Only) Timeline – Early Stage TIMELINE W 1 W 2 W 3 W 4 W 5 W 6 W 7 W 8 Drivers & Ideas  Decision Map  Opportunities & Goals  Issues & Constraints  Team meeting format Drivers & Ideas  Decision Map  Opportunities & Goals  Issues & Constraints  Team meeting format Evaluation & Design  Design Benchmark Study  Client Mgmt Team review  Refine Decision Map  Study Revision Cycle in play  Panel design Evaluation & Design  Design Benchmark Study  Client Mgmt Team review  Refine Decision Map  Study Revision Cycle in play  Panel design Qualitative Research  Customer 1to1 interviews  Open–ended questions  Small diverse sample, N=30 Qualitative Research  Customer 1to1 interviews  Open–ended questions  Small diverse sample, N=30 Benchmark Survey  Quantitative  Broad question types  Most segments represented  Phone & Web implementation Benchmark Survey  Quantitative  Broad question types  Most segments represented  Phone & Web implementation Internal Interviews  Management  Selected sales team  Assess CRM integration with MIS Internal Interviews  Management  Selected sales team  Assess CRM integration with MIS

Power Decisions Group, Inc. Decisions Group — Overview / Page 22 Websit e Websit e Quantitative Research Design (Example Only) Sampling  Stratified Sampling  Within Segment sampling  Off Grid  Vacation  Mainstream Sampling  Stratified Sampling  Within Segment sampling  Off Grid  Vacation  Mainstream Behavior & Usage  Products Used Now  Consideration of new products  Usage by Segment Behavior & Usage  Products Used Now  Consideration of new products  Usage by Segment Purchase Process  Interplay of decision-makers & influencers  Decision Cycle  Outside influences  Recommendations  Expert opinion  Advertising Purchase Process  Interplay of decision-makers & influencers  Decision Cycle  Outside influences  Recommendations  Expert opinion  Advertising Attitude Profile  Attitude Segmentation  Key Attitude Drivers  Brand Image Profile of competition  Product Attribute preferences  Concept Appeal  Future Needs / Current Needs Attitude Profile  Attitude Segmentation  Key Attitude Drivers  Brand Image Profile of competition  Product Attribute preferences  Concept Appeal  Future Needs / Current Needs

Power Decisions Group, Inc. Decisions Group — Overview / Page 23 Websit e Websit e Project Design (Example Only) Intelligence Platform Drives Decision Process TIMELINE M 1 M2 M 3 M 4 M5 M 6 M 7 M 8 Benchmark Study  Quantitative  Broad question types  Most segments represented  Phone & Web implementation  Build Panel  Populate CRM w Marketing KPIs Benchmark Study  Quantitative  Broad question types  Most segments represented  Phone & Web implementation  Build Panel  Populate CRM w Marketing KPIs Quarterly Panel Wave  Marketing KPIs  Address emerging Client decisions from Benchmark  Track behavior & Attitudes among key segments  Ad hoc concept testing  Populate CRM Quarterly Panel Wave  Marketing KPIs  Address emerging Client decisions from Benchmark  Track behavior & Attitudes among key segments  Ad hoc concept testing  Populate CRM

Websit e Websit e We’ve thought a lot about what makes a Great Brand… Leadership Connection FocusFocus Consistency Contact

Power Decisions Group, Inc. Decisions Group — Overview / Page 25 Websit e Websit e Great Brands Contact Making contact with the customer and prospects via all media, personal and mass communications. Leadershi p Connection FocusFocus Consistenc y Contact

Power Decisions Group, Inc. Decisions Group — Overview / Page 26 Websit e Websit e Great Brands Consistency Consistent means “staying the course” time after time, having little variance from one brand experience to the next. Consistency builds trust, reliability, and loyalty. Leadershi p Connection FocusFocus Consistenc y ContactContact

Power Decisions Group, Inc. Decisions Group — Overview / Page 27 Websit e Websit e Great BrandsFocus Focus means concentration of effort as summed up in the phrase “doing a few things well”. It also means not confusing the customer. Leadershi p Connection FocusFocus Consistenc y Contact

Power Decisions Group, Inc. Decisions Group — Overview / Page 28 Websit e Websit e Great BrandsConnection Connection means connecting with a person, a living breathing human being, not a segment, or a target. This connection can either be emotional or intellectual. We see evidence of “connection” as brand enthusiasts surface. Leadershi p ConnectionConnectionFocusFocus Consistenc y Contact

Power Decisions Group, Inc. Decisions Group — Overview / Page 29 Websit e Websit e Great Brands Leadership A great brand establishes leadership somewhere, on some beach head. It may be product innovation, or it may be the compelling sincerity of its promise, or the dynamic force of its name and voice. Leadershi p Connection FocusFocus Consistenc y Contact

Power Decisions Group, Inc. Decisions Group — Overview / Page 30 Websit e Websit e LeadershipConnectionFocusConsistencyContact Guides internal and external brand equity assessments… 1. Value Bundle 2. Performance Promise 3. Brand Picture The Brand Assessment Matrix (BAM)…

Power Decisions Group, Inc. Decisions Group — Overview / Page 31 Websit e Websit e BAM Model to Guide Brand Research

Power Decisions Group, Inc. Decisions Group — Overview / Page 32 Websit e Websit e Attributes & Price Options Levels Ratings of Generated Concept Statements with 3+ attributes Output: Utility Values of predicted product market share & attributes importance Concept & Price Testing Conjoint Analysis is a research interviewing and analysis methodology for product development and pricing decisions. It can assess the “value” of brand. Uses multivariate statistical routines to calculate preferences based on near-real-world paired comparisons of concept statements.

Power Decisions Group, Inc. Decisions Group — Overview / Page 33 Websit e Websit e Predicting Concept Appeal Product concept statement choices present tough “trade offs” to survey respondents; we are able to quantify how they are making their choices. The output yields normalized utility values for product features and prices. We then use these utilities to simulate various product-price scenarios within the total market and segments. Output: Utility Values of predicted product market share & attributes importance Simulation: > Optimum Product Designs > Best price points > Segments & Targets Product & Pricing Strategy

Power Decisions Group, Inc. Decisions Group — Overview / Page 34 Websit e Websit e Brand Mapping A research analytical tool to “see” brands in 2-dimensional space. Reduces large quantities of data. Shows brands in relationship to each other. Maps are defined by the position of market traits… Brand attributes Segments Brands that a near certain attributes are strongly positioned in the minds of the market.

Power Decisions Group, Inc. Decisions Group — Overview / Page 35 Websit e Websit e Brand Map

Websit e Websit e