See Tomorrow, TodayToday POOP Session Presentation to

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

Marketing Research Introduction

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 Introduction to Marketing Research Research Universe for Consumer Goods New ProductsEstablished

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

New Product Research LAUNCH

Introduction to Marketing Research Established Product Research LAUNCH

Introduction to Marketing Research The 20 largest US Market Research Organizations VNU Inc. IMS Health Inc. Information Resources Inc. (IRI) The Kantar Group Westat Inc. Arbitron Inc. NOP World US NFO WorldGroup Market Facts Inc. Taylor Nelson Sofres USA Martiz Research Ipsos J.D. Power & Associates Opinion Research Corp. The NPD Group Jupiter Media Metrix Inc. Harris Interactive Abt Associates Inc. C&R Research Service Inc. Wirthlin Worldwide Source: Marketing News June 2002

Introduction to Marketing Research The 20 largest US Market Research Organizations VNU Inc.VNU Inc. IMS Health Inc. Information Resources Inc. (IRI) The Kantar Group Westat Inc. Arbitron Inc. NOP World US NFO WorldGroup Market Facts Inc. Taylor Nelson Sofres USA Martiz Research Ipsos J.D. Power & Associates Opinion Research Corp. The NPD Group Jupiter Media Metrix Inc. Harris Interactive Abt Associates Inc. C&R Research Service Inc. Wirthlin Worldwide Source: Marketing News June 2002 ACNielsen BASES is part of VNU Inc.

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 … has the nation’s leading clients

… locates close to our clients

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

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

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

…and we’re growing! In 2002, our revenue was ~$100MM!

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): ~1 Year ~2 Years ~1-2 Years ~2 Years ~2-3 Years

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

Working in Marketing Research How time is spent at BASES

Working in Marketing Research How time is spent at other companies

3Write Reports 3Run Database Comparisons 3Forecast Sales 3Work Closely With Manager 3Learning On The Job Research Analyst Profile Working in Marketing Research

3Write Proposals 3Run Database Comparisons 3Forecast Sales 3Write Reports 3Answer General Client Questions 3Work Closely With Manager Senior Research Analyst Profile Working in Marketing Research

Associate Manager Profile 3Write Proposals 3Design Studies 3Write Reports 3Forecast Sales 3Review Reports & Forecasts of Subordinates 3Answer Detailed Client Questions 3Make Presentations 3Work Fairly Independently Working in Marketing Research

Account Manager/Director Profile Working in Marketing Research 3Write Proposals 3Design Studies 3Review Reports & Forecasts of Subordinates 3Forecast Sales 3Answer Detailed Client Questions 3Make Presentations 3Work Very Independently 3Manage An Account Group

Working in Marketing Research ACNielsen BASES looks for Research Analyst candidates with high quality: 3Oral/written skills 3Interpersonal skills 3Analytical/statistical skills 3Academic standing Marketing Research Analyst’s Profile

Questions?Questions?