2. To Hear Narration Click “Slide Show” and then Click “From Beginning” “Sample Output”

3. Sample Output Today we are going to review just a few examples of the many types of output generated by IDEAS. Each of these outputs was generated from a large, single cross-tab which consisted of 86 brands, with Brand 12 being designated as the target brand. Please note that all the data used to generate these outputs are not real and are used solely for the purpose of illustration. Please also note that the content of the outputs generated by IDEAS are dependent upon the data source used in the analysis and the topic areas selected by the client. Additionally, the charts used in any IDEAS output can be modified based on the client’s aesthetic preferences. To see a complete example of each output, go to www.research- analytics.net, click on the Sample Output page and then click on the type of output you would like to view.www.research- analytics.net

5. Table of Contents Demographic Analyses Top 10 measures in terms of index Top 10 measures in terms of incidence ratio Top 10 best predictors Top 10 measures in terms of overall audience/incidence rank Top 10 measures in terms of competitive set audience/ incidence rank Top 10 measures in terms of overall index/composition rank Top 10 measures in terms of competitive set index/ composition rank

6. Demographic Analysis Top 10 Measures in Terms of Index

7. Demographic Analysis Top 10 Best Predictors

8. Definitions

10. 9 Table of Contents Table of Contents Brand Landscape Analysis Based on All Brands in Analysis Top 10 Brands in Terms of Incidence of Use Top 10 Brands in Terms of Share of Users Top 10 Brands in Terms of Percent Loyalty Top 10 Brands in Terms of Number of Brands Used Per Brand User Top 10 Brands Used by Target Brand Users Top 10 Brands in Terms of Their Usage of the Target Brand Top 10 Brands in Terms of Concomitant Usage Indices Top 10 Brands in Terms of Opportunity Indices Top 10 Brands in Terms of Vulnerability Indices

11. 10 Top 10 Brands in Terms of Incidence of Use

12. Brand Landscape Analysis Based on All Brands in Analysis Top 10 Brands Based on Incidence 11

13. 12 Top 10 Brands in Terms of Percent Loyalty

14. Brand Landscape Analysis Based on All Brands in Analysis Top 10 Brands Based on Percent Loyalty 13

16. Competitive Strength Analysis In a Competitive Strength Analysis, the system evaluates up to 4,500 measures and the user specifies up to 10 criteria for defining a competitive strength. A measure can be defined as a competitive strength on the basis of one or more of the following criteria: The measure’s base sample size The measure’s target sample size The measure’s target's index The measure’s target's incidence ratio The correlation between the measure and target brand usage The ability of the measure to predict target brand usage The target brand's audience rank with respect to all brands in the analysis The target brand's index rank with respect to all brands in the analysis The target brand's audience rank within its competitive set The target brand's index rank with within its competitive set

17. Competitive Strength Analysis After the criteria have been selected, all the measures in the analysis that meet the criteria are displayed. The user then selects one of 15 media metrics to chart (e.g., composition, coverage, audience size, index, overall audience rank, audience rank within competitive set, index rank, index rank within set, the measure's ability to predict brand usage). Each chart produced will show the results for the target brand and for each brand in the target's competitive set for the media metric selected.

21. Excel Menu Showing All Functionality

22. You Can Select a Measure to Chart By Pointing & Clicking Competitive Charts

23. Resulting Chart That Was Produced Showing Target’s Performance Within Its Competitive Set Note: Function Buttons Are Located Below & to Side of Chart

24. You Can Also Use a Menu to Create a Chart You Can Also Use a Menu to Create a Chart Note: The Chart Produced Will Be Identical to the Prior Chart Except the Target’s Performance Will Be Charted With Respect to All Brands in the Analysis

25. Chart Produced From Prior Menu Selections This Chart Can Be Transformed into a Vertical Bar Chart With A Click of a Button

26. Resulting Vertical Bar Chart Produced By Clicking Vertical Bar Chart Button on Previous Page

27. You Can Filter the Input Display Table Based on up to 10 User-Defined Criteria

28. Resulting “Filtered” Table Resulting “Filtered” Table Note: Filters Used to Create Table Are Shown in Row 6

29. Once the Filtered Table is Created The User Can Select the Metric to Chart Note: IDEAS Will Generate A Chart For Each Measure Meeting Specified Criteria And Save it in Dedicated Directory

30. An Example of a “Filtered” Chart Note: Up to 300 Filtered Charts Can Be Created in 5 Minutes

31. Selecting Top 10 Index Measures by Category

32. You Can Ask IDEAS To Show You the Top 10 Measures for Each of up to 30 Categories for 8 Media Metrics

33. The Table That Was Created When Top 10 Demographic Index Measures Was Selected

34. Once a Top 10 Table is Created, The Data Can Be Charted with a Click of the “Graph Top 10” Button on the Previous Page

35. By Clicking the “Read Table” Button, IDEAS Will Actually Talk to You And Explain How To Read & Interpret the Data

36. You Can Also Ask IDEAS to Show You The Top 100 Measures Across All Categories for Each of 8 Media Metrics

37. The Resulting Table That Was Created When The Top 100 Index Measures Option Was Selected

38. You Can Ask IDEAS to Create A Table And Create Charts Showing The Target’s Top 100 Strengths & Top 100 Weaknesses Vs. Any Given Competitor

39. Table Produced Showing Target’s Top 100 Strengths Vs. Brand 3 Note: Strengths & Weaknesses Are Based on Compositional Differences

40. IDEAS Let You Chart the Top 100 Strengths & Top 100 Weaknesses in Groups of 10 By The Click of a Button

41. If You Do Not Understand a Marketing or Statistical Term Just Ask Ideas And The Program Will Talk to You And Explain

42. By Using This Menu You Can Eliminate One or More Brands From All Subsequent Charts That Are Produced

44. Quick Insights Component The Quick Insights Component is specifically designed to enable the user to pinpoint key consumer insights in a matter of minutes When using this component, crosstabs from either syndicated or custom studies are imported directly by the user into the system The crosstab can come from any processing system (IMS, MEMRI, New Age, Telmar, Quantum) and contain up to 200 columns and 450 rows The Quick Insights output is similar to the output of the Excel file just reviewed. A user manual explaining this component and its output can be found by going to www.research-analytics.net