Research Capabiliteis with case studies

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11. Packaging / Candy Color / Candy Size Visual Conjoint Studies Help Kids Discriminate

12. CSD High School Placement Influence on Teenage CSD Loyalty Issue: Major CSD (Carbonated Soft Drink) firm needed to determine if college contracts which would only allow client CSD brands on campus (multimillion dollar investments) were warranted or was loyalty created from high school contracts sufficient so that college students would continue to drink client brands off campus (surrounding area).

13. CSD High School Placement Influence on Teenage CSD Loyalty Solution: Research design included qualitative component for hypothesis generation/input into the construction of quantitative baseline instrument (45 Malls across the country) and follow up year later longitudinal telephone survey. Outcome: Tactics developed as a function of the research. Entering High School next year Graduating High School Attending College Not Attending College Brand #1 High School N=300 N=300 N=300 N=300 Brand #2 High School N=300 N=300 N=300 N=300 Dual CSD High School N=300 N=300 N=300 N=300

14. Issue: Develop new impactful/memorable packaging Solution: Respondents collectively were shown multiple package options (e.g., store shelf). Packages were removed, time elapsed while respondents discussed other issues. Respondents were then asked to draw the package they liked the best. Outcome : New packages were developed that differed from those tested. Often respondents combined the most salient elements from various packages Shampoo bottle Package Communication/Optimization (Technique can be used for concept development, message importance/breakthrough, advertising, etc.) A package outline was provided to assist them with this task

17. Program Development Issue: Network was exploring developing a new programming block targeted at kids and needed to identify the programming concepts that generated the most appeal. Usage of traditional kid research tools frequently fail to discriminate. Solution: Qualitative triads used to refine program concepts to take to a quantitative concept screen using the Hierarchical Paired Comparison technique which has proven to improve discrimination among kids. Hierarchical Paired Comparison is a paired comparison task where kids chose the program concept they most prefer between 2 program concepts. They then choose their preferred program concept between a 2nd pair. The chosen concepts are then compared to one another and the responded chooses the best concept between them. This process continues until all concepts are rank ordered . (Schematic showing this process on next slide.)

18. Outcome: A full slate of programming concepts identified and further developed by the network. Block became successful and was spun off to form its own network (line extension). Hierarchical Paired Comparison Program A Program B Program C Program D Program C Program B Program C Program Development

19. Issue: Parent has 80% market share. Critical that line extension reflects parents heritage/equity while still providing a meaningful point of difference Solution: Respondents first rated parent on all attributes, next multiple new concepts shown monadically, and then all new concepts re-shown and attribute ratings recorded for each concept on the same grid parent had been rated on earlier ensuring parent heritage was salient during research task Sommers Marketing Research Line ext. 2 Parent Line ext. 3 Line ext. 1 Not Very Very (good for you) Line Extension Research 1 2 3 4 5 6

20. True benefits of working with the same supplier are realized. This is a tremendous benefit to many of our clients who utilize our talents to design multifaceted research programs that involve both qualitative and quantitative components. SMR separates itself from most suppliers… Sommers Marketing Research Dr. Sommers moderates focus groups and is the primary quantitative researcher

23. Network Positioning & Target Audience Identification Issue: Well known established foreign network was being repackaged and introduced as a free standing network in the states. Client needed to develop the most effective positioning for its national roll out and to identify its target audience. Solution: Multiple focus groups identified 10 potential positionings that were taken to a quantitative positioning study that also included demographics, psychographics, lifestyle, TV viewership patterns, and attitudinal batteries used to identify the new networks primary target.

24. Outcome: Best positioning preferred by ½ of respondents and proved to be the most effective positioning among all demographic sub groups including the primary target audience. Target audience much larger in scope than anticipated, resulting in advertising sell-in strategy targeted at a broad base of prospective sponsors. Positioning Ranked # 1 Positioning Ranked # 1 Among Demographic Sub Groups Network Positioning & Target Audience Identification

27. Sommers Marketing Research Ongoing Customer Satisfaction Interactive Website

28. Sommers Marketing Research Ongoing Customer Satisfaction

29. Sommers Marketing Research Ongoing Customer Satisfaction

30. Sommers Marketing Research Ongoing Customer Satisfaction Quarterly Summary Report

34. Sommers Marketing Research Brand Users vs. NonBrand Users Liking (Tastings-Perceptions) (+scores indicate cereal liked more after tasting)