August 2013 B OARD OF D IRECTORS M EETING | A UG 2013| CONFIDENTIAL – NOT FOR DISTRIBUTION SCIP Survey Non Members DRAFT – NOT FOR DISTRIBUTION~

B OARD OF D IRECTORS M EETING | A UG 2013| CONFIDENTIAL – NOT FOR DISTRIBUTION KEY TAKEAWAYS

B OARD OF D IRECTORS M EETING | A UG 2013| CONFIDENTIAL – NOT FOR DISTRIBUTION Former members joined SCIP mainly for Professional Development reasons and Networking Opportunities. One third of the respondents have been a SCIP member for 3-5 years. 30% of the surveyed have been SCIP members for only one year. 7 out of the 10 reasons to join SCIP exceeded the 20% mark, making all 7 reasons noteworthy. Each former member selected 3 reasons on the average. Former members did not renew their membership as they claim they have received low value for dues paid. However, still some of the lapsed members explained cancellation with job focus shift. 9% replied they did not realize they have not renewed. Some former members specifically pointed in “Other reasons for cancellation” that their employers would not reimburse them or there was a cost cutting at their companies. Former SCIP members belong to other associations such as SLA (15%), AMA (12%), Conference Board (12%) and ESOMAR (10%). Former members were Very Satisfied with CI Quarterly magazine (32%), SCIP insight newsletter / communications (25%) and Conferences/Educational opportunities (22%). They were dissatisfied with the possibility to generate leads and referrals (19%), Chapters events/ involvement/ networking (21%) and Opportunities to contribute articles and speak at events (17%). Key Takeaways and Non Members Behavior Analysis

B OARD OF D IRECTORS M EETING | A UG 2013| CONFIDENTIAL – NOT FOR DISTRIBUTION More than 50% of the surveyed did not use their membership perks on discounts on books, publications and events, SCIP’s help to generate leads and referrals, the career center, social media and blog discussions. 39% of the surveyed replied they did not use / attend Chapter events and networking. 40% of former members were very (9%) or somewhat (31%) satisfied with the Chapter Events % of lapsed members are eager to renew their membership given SCIP could provide other services. When grouped together, the specific replies centered around reduced fees, networking and active local chapters, materials and content. Former members asked for SCIP to reach out more actively to the membership for contributions to the magazine and blog Specific additional services desired were vendor information that would assist marketing professionals, a certification program connected to a referral system, CI quarterly magazine in its formal version, more focus on service industries, more value added webinars and professional opportunities, advanced educational courses, more 'CI for the non-CI professional', peer-reviewed journal, help in finding people in the same industry to network with, and help on which tracks to attend at the conference. Key Takeaways and Non Members Behavior Analysis

B OARD OF D IRECTORS M EETING | A UG 2013| CONFIDENTIAL – NOT FOR DISTRIBUTION NON MEMBERS FEEDBACK & ANALYSIS

B OARD OF D IRECTORS M EETING | A UG 2013| CONFIDENTIAL – NOT FOR DISTRIBUTION Current Snapshot of SCIP’s Offerings SCIP lapsed members had joined the organization for various reasons among which professional development, networking and the ability to promote their company are leading indicators of membership. Q1. When you initially joined SCIP what was the reason? (select all that apply)Base: 108Source: Q1

B OARD OF D IRECTORS M EETING | A UG 2013| CONFIDENTIAL – NOT FOR DISTRIBUTION Current Snapshot of SCIP’s Offerings 42.6% of the participants selected that they received low value for the amount of dues paid, while 29.6% are no longer in CI Q2. Please indicate the reason for cancellation (check all that apply):Base: 108Source: Q2

B OARD OF D IRECTORS M EETING | A UG 2013| CONFIDENTIAL – NOT FOR DISTRIBUTION Current Snapshot of SCIP’s Offerings “Expensive subscription.” “Left prior company. Procrastinating on renewing. Seems like a pain to renew. Not easy.” “Was able to join the CI division of SLA” “few years ago there seemed to be a problem with leadership”. “cost of membership and conferences was high” “No reduced rates for retirees’ “Fees were too high for folk who work as a consultant (like me ).” “No longer in CI but still work across same department.” Q2. Please indicate the reason for cancellation (check all that apply):Base: 44Source: Q2 Price is among the top mentions in the reasons for cancellation.

B OARD OF D IRECTORS M EETING | A UG 2013| CONFIDENTIAL – NOT FOR DISTRIBUTION Current Snapshot of SCIP’s Offerings Q3. How many years had you been a member of SCIP?Base: 108Source: Q3 SCIP has lapsed long term members and only 29.6% of the surveyed have been a member of SCIP for one year only.

B OARD OF D IRECTORS M EETING | A UG 2013| CONFIDENTIAL – NOT FOR DISTRIBUTION Current Snapshot of SCIP’s Offerings Q4. Which of the following associations are you a member of currently? (check all that apply) Base: 108Source: Q4 SCIP former members are now associated with SLA, AMA, Conference Board, ESOMAR.

B OARD OF D IRECTORS M EETING | A UG 2013| CONFIDENTIAL – NOT FOR DISTRIBUTION Current Snapshot of SCIP’s Offerings Source: Q5 Q5. Please rate the benefit(s) you found most useful during your time as a member using the following rating scale: 1 = Very Satisfied, 2 = Somewhat Satisfied, 3 = Dissatisfied; 4 = Did Not Use/Attend Base: 108 More than 50% of the surveyed did not use discounts on books, publications and events, SCIP’s help to generate leads, the career center and social media.

B OARD OF D IRECTORS M EETING | A UG 2013| CONFIDENTIAL – NOT FOR DISTRIBUTION Current Snapshot of SCIP’s Offerings Q6. Are there services SCIP could provide that would make you reconsider dropping your membership? Base: 102Source: Q % replied there are services SCIP could provide, which will make them reconsider dropping their membership

B OARD OF D IRECTORS M EETING | A UG 2013| CONFIDENTIAL – NOT FOR DISTRIBUTION Current Snapshot of SCIP’s Offerings “More materials” “more exclusive content” “Vendor information” “Give a good discount for Chapters volunteers and directors” “Helping me find people in the same industry to network with. Helping me choose which tracks to attend at conference. Offering events closer to me. Lowering the price of membership.” “Assistance marketing intel professionals, such as I've seen in other industries, such as a certification program connected to a referral system.” “More Chapter Events as well as regional conferences with lower registration costs” “CI quarterly magazine, in its former version (with in-depth articles)” “Advanced educational courses aimed at consultants, mentoring programme” “better management and it seems you are going in that direction” Q6. Are there services SCIP could provide that would make you reconsider dropping your membership? Base: 38Source: Q6 Suggested services by the respondents include further networking assistance, additional educational and chapter programs.

B OARD OF D IRECTORS M EETING | A UG 2013| CONFIDENTIAL – NOT FOR DISTRIBUTION Current Snapshot of SCIP’s Offerings “Regional Events” “SCIP is great if you're in manufacturing, pharmaceuticals, and other industries that deal with tangible goods. But I work in entertainment...” “I would like to work in CI, but it can be a very difficult field to break into.” “Maybe if there was a Pharma- only or healthcare-only division …. “ “Reach out more actively to the membership for contributions to the magazine and blog...” “Less theory, More real life examples. In addition, too many vendors are part of SCIP. “ “Enhance interaction of SCIP 's member in China” Q7. Do you have any additional comments you would like to share with SCIP on how we can improve the value of our membership? Base: 45Source: Q7 Former members are looking for new people contributing to the magazine and more regional events.

B OARD OF D IRECTORS M EETING | A UG 2013| CONFIDENTIAL – NOT FOR DISTRIBUTION RECOMMENDATIONS

B OARD OF D IRECTORS M EETING | A UG 2013| CONFIDENTIAL – NOT FOR DISTRIBUTION Needs to focus on providing members value added services in order to increase membership SCIP needs to increase networking opportunities (Chapter Events, SCIP Conferences) and professional development opportunities. Former members are looking to get more content and the ability to publish in high value publications and magazines. SCIP needs to Increase the value for amount of dues paid and decrease the fees for the membership as many lapsed members find it expensive. SCIP has to find new communication channels to be able to allow members to participate actively in chapters. One possible way would be via the new website as there will be individual chapter pages to help improve the marketing of Chapters events and membership involvement. Lapsed members should be notified via additional marketing messages that they are due for renewal so that they are aware.

B OARD OF D IRECTORS M EETING | A UG 2013| CONFIDENTIAL – NOT FOR DISTRIBUTION In order to improve SCIP’s membership there have to be additional possibilities offered to generate leads and referrals as well as additional advertising options. New people and faces need to be provided with the opportunity to contribute with articles and speak at events. SCIP should increase the overall involvement of its membership as the membership base is not actively participating in the organization. 39% of the surveyed lapsed members replied they did not use / attend SCIP events. Special attention to be paid to the discounts, Chapters, opportunities to contribute articles and speak at events, access to the career center and SCIP’s social media, all ranked below 40% on combined satisfaction (Very + Somewhat Satisfied). Membership and revenue will increase with the added value that members receive for their money

B OARD OF D IRECTORS M EETING | A UG 2013| CONFIDENTIAL – NOT FOR DISTRIBUTION