Credentials presentation used while self employed Research & Planning Consultant, highlighting approach and range of work, clients and client feedback

1. fern grant Research and Planning

2. An Introduction

3. Who am I? Fern Grant Independent planning and research consultant Based in Stroud, Gloucestershire 20 years experience in research Specialising in brand positioning, packaging, and npd qualitative research

4. Where have I come from? Graduated with Honors degree in Research Psychology, San Jose State University California Research Assistant at the Centre for Personal Construct Psychology – bringing psychotherapeutic techniques into organisational settings Set up Interactions Ltd offering organisational and market research in UK and Ireland Gained MSc in Occupational Psychology – Birkbeck College London Joined Holmes & Marchant International design agency as Head of Planning – specialising in npd and packaging research 1984 1985 1989 1992 1993 Went freelance! 1998

5. What are my areas of expertise? Brand Positioning Brand Packaging NPD

6. What methodologies do I use with consumers? Group discussions Consumer workshops Depth interviews Product placement Accompanied shopping Consumer diaries Telephone interviews Ethnographies

7. What other services do I offer clients? Client workshops Research audits Brand exploration and new product development brainstorming Using expertise of full marketing mix (sales, marketing, R&D, pacakaging) Utilising creative exercises, techniques and stimulus Review of all relevant research documents Objective to summarise learning and identify opportunities Ensures new research builds on learning rather than re-invents the wheel

8. Who have I worked with?

9. Project Experience

10. Brand Positioning Heinz BBQ Sauces Identify new positioning opportunity for Heinz BBQ sauce range M&S Bloomers Identify development directions to build on success of tuna Bloomer Leapfrog Identify best positioning to fit with parents aspirations for their children Heinz Beans Provide consumer driven insights to develop targeted communication platform/npd programme Geest sauces Provide clear understanding of consumer needs to identify positioning and product opportunities 2002 2002 2004 2003 2005 United Biscuits Provide business understanding of consumer needs to identify positioning and product opportunities Heinz Soup Cup Provide a SWOT for soup cup range to identify future directions for development 2004 2004

11. Brand Packaging Heinz Spreads Provide development recommendations for new packaging formats Heinz Ketchup Identify opportunities for sauce on the move and development guidelines Farley’s Provide clear understanding of impact of change from current to new packaging 2002 2003 2004 Vitalite Provide development guidelines for packaging 2003 Clover Provide clear recommendations for design development directions 2003 United Biscuits Provide development guidelines for the 2006 M&S Christmas tin of biscuits 2004 Interflora Provide recommendations for design development of all Interflora branded presentation material 2004

13. Conducting Projects

14. What can you expect working with me? Commitment Involvement Enthusiasm What you see is what you get!! I take absolute responsibility. I work as part of the project team. I do what’s best for the team. I enjoy doing what I do. I give 100% to every aspect. Tenacity Integrity Delivery I believe in doing things right. I work to get it right from the outset. I don’t fob off clients or consumers. I say it like it is. I know clients want recommendations. I ensure research delivers them.

15. What do my clients say about working with me? Fern is a very enthusiastic, approachable, professional person who gets absorbed into her subject matter from the outset. Her strength of being a skilled facilitator and ability where appropriate to incorporate a wider market knowledge enables her to provide forward thinking which has led to some positive outcomes in our business. Fern is an expert in her field. Mary Fawcett, Marketing Manager, Geest Fern has a rare ability to get to the heart of an innovation opportunity because she has a gift for digging past the consumer platitudes to the heart of that opportunity. David Goudge Managing Director, Brand Development Business I have worked with Fern for 10 years and can say that she made me realise that every other researcher I ever met was a pale imitation of the real thing. She’s challenging, encouraging, resourceful, curious, demanding, clever, funny. She is everything you want a researcher to be. I would never willingly work with anyone else and know our clients feel the same. If you want to feel inspired about your consumers, and really know what they think, and you want it all done in a clever but feet on the ground way, then Fern is your solution. Andrew Doyle, Managing Director, HMI Design Consultancy I have been using Fern for 4 years now, first at Heinz and now at LeapFrog. The reason I continue to use Fern is that I have never worked with a researcher that has more insight into consumer behaviour, regardless of the category. Fern’s background as an agency planner shines through in her ability to cut down all the fluff around a problem and focus on key positioning and communication needs to appeal to target consumers. I have worked with many large research agencies but have yet to witness better service than with Fern. Teresa Ceballos, Marketing Director, LeapFrog Toys 6 years on and I continue to enjoy and value working with Fern. I know she will deliver the results whether it is a quick 2 group project to fine tune a bit of packaging or an 8 group project to determine a brand’s positioning. Professional, thoughtful, consistent, thorough, reliable, concise – a real pleasure to work with. Michele Giles, Head of Insight, RHM Fern creates a true connection with consumers. She encourages consumers to speak out and generates a wealth of knowledge and consumer understanding to help shape future marketing strategies. Victoria Gregory, Brand Manager, Heinz

16. How can you get in touch? Fern Grant Research and Planning Palace Chambers 40 London Road Stroud, Glos GL5 2AJ 00 44 1453 840240 00 44 7887 528842 [email_address]