Delvinia’s Approach to Market Research and 10 Ways Market Researchers can Tap into Social Media Platforms

1. Delvinia’s Approach to Market Research and 10 Ways Market Researchers can Tap into Social Media Platforms Sept 16, 2010

2. Let me first tell you about Delvinia

3. Online Research Community 160,000+ Canadians 300+ profiling variables Digital Design Data Collection Analytics + Insight

4. ABOUT DELVINIA Design + Data

6. 1998 1999 2002 2001 2000 2005 2004 2003 2006 2007 2008 2009 2010 ABOUT DELVINIA Our Experience Interactive Data Collection

7. ABOUT DELVINIA Innovation & Thought Leadership White Papers Platform Experimentation Workshops & Presentations Technology Applications Data Products

8. ABOUT DELVINIA Giving Back FedEx Days Great ideas, delivered overnight Groups of 3 - 4 people Begin Thursday @ 2:00pm To develop anything they want As long as it’s done Friday @ 2:00pm Presentations start @ 3:00. Brainstorm and present ideas to assist The Canadian Testicular Cancer Association (TCTCA) increase awareness of testicular cancer. Are you Man Enough? Vote Vote Vote Share: Take the Oath:: Who do you think is man enough to talk about testicular cancer? CUSTOMER INSIGHT People don’t think it’s something that can be discussed openly…or needs to be discussed at all. Oath to My Nuts

9. WE CREATE INSIGHT DRIVEN MEANINGFUL DIGITAL CUSTOMER EXPERIENCES™ CLIENTS , EMPLOYEES, USERS, PARTNERS, VENDORS. ABOUT DELVINIA Customer Focused YOUR DIGITAL AUDIENCE.

10. Digital Strategy ABOUT DELVINIA Strategic Approach Digital Tactics Website Mobile App Social Media eCRM Corporate Objectives Corporate Readiness Communication Priorities Digital Behaviour Customer Profiles Goals & Needs

11. Self Reported Actual Social Monitoring ABOUT DELVINIA Ongoing Monitoring

12. Our Most Scalable Asset

13. 130,000 + Canadian members Over 200 variables per member Average survey response rate is over 50% Test creative Determine digital behaviour Technology used & frequency Understand specific wants/needs User experience testing Validate program strategy Target Online activities/Technology users Specialized Industry Professionals Predicted proportions within residential postal code. Panel Profile Capabilities Actual Behaviour Social Self Reported Delvinia INSIGHT

14. Canadian Studies From Sample Only to Full Service Confectionary Study Canadian IT Study Hard to Reach Audiences

15. Global Studies Recruited C-Level Executives from over 15 countries Collected 1500 completed surveys with an incidence of 0.06% Completed study in 4 weeks Premium Hotel Study Four Seasons

16. Custom Panel Management Developed Signup Website as part of a Web 2.0 Research Strategy Avid Readers Panel Random House Canada

17. Innovative Flash Applications Use of Flash programming to enhance survey experience Word Sort & Card Sort Shelf Impact Word Sort Module Shelf Impact

18. Enhanced Experience and Real-Time Reporting Survey integrated in online experience with real-time reporting portal ClickwithMarkham.ca Online Public Consultation Process Town of Markham

19. Advertising Effectiveness Online advertising testing with secure video delivery through the AskingMedia™ technology platform available in multiple languages Synovate AdCheck™ Grey Power Insurance

20. Benchmarking and Tracking Studies tracking trends as well as initial theories gained on product to be tracked

22. Delvinia Digital Mosaic: Digital Segmentation Tool

23. The Delvinia Digital MOSAIC Segments A Loaded & Overloaded Families B Western Prosperous & Practical C Young Technophile Families D Dot Conservative Families E Urban French Unplugged F Multicultural Cyber Socials G Young City Clickers H Social-e-Inclined Families I Rural Ontario Low Techs J E-tired Empty Nesters K Single Metrotechs L Semi-Wired on the Prairies M Rural Quebec Not Coms N Ethnic Tech-Enthusiasts O Mature East Coast Surfers P Small Town Digital Dreamers Q Mature and Net Neutral R Young Aspiring Social Surfers S Mature Small Town Techno Pas T Young Quebec Tech-Novices

24. Our Approach - The Delvinia Digital MOSAIC Ownership Social Usage F R O H P E S T M I J L B A D Q C K G N A segmentation of the Canadian population based on peoples’ OWNERSHIP and USAGE of technologies, in addition to their demographics and life stage.

27. 10 examples of how market researchers can interact with consumers using social networking sites and tools

42. Thank You! Thank You Adam Froman, CEO [email_address] 416.364.1455 ext 222 Follow me on twitter @adamfroman Linked in: Linkedin.com/in/adamfroman

43. Photo Credits 2. Facebook 5. Binoculars 7. Augmented Reality 8. gg 9. Location-Based Survey