Consumer and Market Insight Barry Schwartzblatt CMI NA Conference June 14, 2007 Viewing the World Through a Different Lens

2 See what everyone else sees, but think what no one else thinks…

3 …but that’s easier said than done.

4 List everything in the room that is blue…

5

Consumer and Market Insight New window into the world… and the people within it

7 Definition of Insanity Do the same thing over and over again, yet expect a different result

8 Shake things up a bit. Go out and play. Experiment. Take a few risks.

9 Crazy?

10 Crazy Like a Fox.

11 Here’s to the crazy ones… The misfits. The rebels. The troublemakers. The round pegs in the square holes. The ones who see things differently.

12 UNIQUE PERSPECTIVE: Cultural Anthropologist

13 View the world through a unique set of systems and principles

14 Interpret consumer behavior. Not just play back what we all saw and heard ourselves.

15 New Language New Way of Thinking Colorful Use of Metaphors

Tom Maschio.

17 Two ways to leverage his unique perspective: Cultural White Papers Ethnography

Cultural White Papers Mental Focus Dominant vs. Emergent Culture Dominant vs. Emergent Symbolism The Colors and Imagery of Focus The Emotional End Benefit of Focus

Cultural White Papers Body, House & Hair Purification vs. Transformation Hygiene as a Cultural System

The American Culture of Dieting and the Role of Slim-Fast A Cultural Anthropologist’s Perspective A Few Highlights… August 2006

21 Objectives To explore the cultural dynamics associated with dieting and diet products To explore current consumer connections with Slim-Fast and other diets and diet products To define which Slim-Fast brand elements conform to the cultural climate of today and beyond Ultimately… To help inspire strategies, brand ideas and triggers for Slim-Fast consumer touch points (visual identity, communications, website, point-of-purchase, etc.)‏

Chief Strategic Officer, DDB London “Tom’s thoroughly challenging insights have proven to be a real competitive advantage in almost every situation he has been involved in. Every time I’ve worked with him he has provided stunning insight. I’m a huge fan. I cannot recommend him highly enough.”