Drumcircle is an insights and innovation company that uses proprietary qualitative research methods to understand consumer emotions and behaviors. They help clients develop new products, services, and marketing strategies by tapping into what motivates people emotionally. The document provides several case studies of Drumcircle's work with clients across various industries.

1. People are messy Drumcircle | 617-395-1636 No. 58, Pier 7. Boston, MA 02129

2. They refuse to behave in ways that are convenient to marketers. Drumcircle | 617-395-1636 No. 58, Pier 7. Boston, MA 02129

3. They ignore facts and follow feelings Drumcircle | 617-395-1636 No. 58, Pier 7. Boston, MA 02129 We can help with that.

4. Drumcircle is an insights and innovation company We’ve invented proprietary qualitative methods to discover and tap peoples’ Emotivations™, (our term for the emotions that motivate behavior). Drumcircle | 617-395-1636 No. 58, Pier 7. Boston, MA 02129 We help marketers create new products, services, messages and engagement by understanding what’s in people’s hearts (first) and minds (second). We translate Emotivations into new, marketable, money-making ideas

5. Drumcircle has Three offerings Drumcircle | 617-395-1636 No. 58, Pier 7. Boston, MA 02129 Emotivation Research and Insights Using new, creative research tools and techniques to generate really fresh insights. Ideation Facilitated sessions that align and inspire teams and turn insights into ideas. Concept development Revenue-Generating product, messaging and promotional possibilities.

7. Why this approach? Blame it on neuroscience. Drumcircle | 617-395-1636 No. 58, Pier 7. Boston, MA 02129 Feel Think Do They respond in a matter of milliseconds. Only then do they begin to rationalize the emotions. Neuroscience has proved that people first make decisions emotionally. Drumcircle has developed tools and techniques to help you tap into the emotions that are the foundations of decision-making.

8. Why this approach? Blame it on neuroscience. Drumcircle | 617-395-1636 No. 58, Pier 7. Boston, MA 02129 Feel Think Do They respond in a matter of milliseconds. Only then do they begin to rationalize the emotions. Neuroscience has proved that people first make decisions emotionally. Drumcircle has developed tools and techniques to help you tap into the emotions that are the foundations of decision-making.

9. A few Drumcircle | 617-395-1636 No. 58, Pier 7. Boston, MA 02129 examples our work

10. Creating an Emotivation-Based Value Proposition Their value proposition was based on 3 pillars: offering a trusted brand; offering the widest range of automotive and offering on-line and face-to-face access. They wanted a new approach. Drumcircle | 617-395-1636 No. 58, Pier 7. Boston, MA 02129 A national, branded auto service company was watching their business slowly decline. What we did: Using b.frank and Create/Debate groups to uncover Emotivations, we redefined the value proposition based on how people felt. .

12. Creating a more effective Human-Centric Relationship Strategy The firm deeply believed that investment decision-making should be rational, yet took a chance on looking at their customers from an emotional perspective. Drumcircle | 617-395-1636 No. 58, Pier 7. Boston, MA 02129 It was the height of the financial crisis. Investors were in trouble. A leading investment firm wanted to rebuild its relationship strategy to better address the new reality. What we did: Conducted research and eveloped an Emotivational™ profile of customers and the type of relationship service and products they wanted.

13. We explain how Emotivations connect Drumcircle | 617-395-1636 No. 58, Pier 7. Boston, MA 02129 We identified the different emotional priorities of customer segments and linked the Emotivations to specific relationship offerings.

14. A dictionary to translate “ Company speak” into “people speak” You said: They said: Plan, invest, manage Gather information; consult others; make decisions, evaluate/make mid-course corrections Invitations to exclusive/fun events like golf outings. A company – and employees – who know how to LISTEN! A dedicated rep who builds personal relationship with me and sends me information/ideas I want and need to know based on previous conversation and what he/she knows about my portfolio. An advisor who knows enough about the choices and has the savvy to help me make the right decisions Representatives who check in quarterly with feedback and recommendations An advisor who reaches out to me when there ’s a storm brewing and lets me know my options as my situation changes. A dedicated rep assigned to me An advisor I like and feel comfortable with. Reaches out to me about upcoming events that might affect my decision-making An accessible advisor who never pushes

15. A CPG marketer wanted to refresh the positioning of its leading brand of eye drops. Current positioning promised to get the red out. Discovering and tapping The emotional aspects of eye drops What we did: Using our online tool b.frank, we learned that when asked in an open-ended way how they felt about using eye drops, no one mentioned getting the red out. We quantified Emotivations and developed concepts that addressed eye drop-users’ real, emotional needs.

16. Gap Maps quantify Emotivations and identify strategic opportunities.

17. Gap Maps quantify Emotivations and identify strategic opportunities.

18. Rejuvenation Vibrancy Optimism (Appreciativeness) The Emotivations form a continuum. We can convey benefits at every point on the line. Discovering and tapping The key takeaway:

19. We’re not an ad agency. But we’re often asked to take strategies to the messaging or even the concept stage to demonstrate how Emotivational insights might be translated into ideas and eventual solutions.

20. Positioning international products for North American success Drumcircle | 617-395-1636 No. 58, Pier 7. Boston, MA 02129 A global soft drink maker wanted to learn how several products, popular in international markets, might be branded and positioned for success in North America. What we did: Using Create/Debate Groups, we discovered how people want various types of beverages to make them feel (beyond functional benefits like “refreshed” and “invigorated” and “no longer thirsty”).

21. Nationwide Create/Debate Groups fostered Co-Creation with more than 50 “regular folks” Drumcircle | 617-395-1636 No. 58, Pier 7. Boston, MA 02129

22. Nationwide Create/Debate Groups fostered Co-Creation with more than 50 “regular folks” Drumcircle | 617-395-1636 No. 58, Pier 7. Boston, MA 02129

23. Drumcircle | 617-395-1636 No. 58, Pier 7. Boston, MA 02129 Drumcircle delivered more than three dozen test-ready product and positioning concepts

24. Finding new customers in a new part of the supermarket. In response to this trend, they’d created a whole line of fresh, weeknight dinner solutions. With a vast portfolio of branding opportunities available, they needed to know how to brand and position these new products. Drumcircle | 617-395-1636 No. 58, Pier 7. Boston, MA 02129 Supermarket sales are moving from the center of the store to the perimeter, where the Fresh Foods are. A venerable, Fortune 500 food manufacturer wanted a piece of that action. What we did: Using b.frank and Create/Debate groups we revealed how people really need to feel when they’re dealing with weeknight dinners,

25. How people really need to feel when they’re dealing with weeknight dinners. Drumcircle | 617-395-1636 No. 58, Pier 7. Boston, MA 02129

26. Drumcircle’s three-tier, Emotivation-based Message Architecture. Drumcircle | 617-395-1636 No. 58, Pier 7. Boston, MA 02129

27. Translated into potential creative concepts. Drumcircle | 617-395-1636 No. 58, Pier 7. Boston, MA 02129

29. proprietary tools & techniques A quick overview of our

32. 1.One set of consumers, who we call Creators, build solutions to your challenge . We’ve used these groups to create new products, refresh brands, evaluate advertising. The technique works with groups ranging from business decision makers to moms; educators to pc users. 2. Creators present their ideas to a second group of consumers, whom we call Debaters. 3. The Debaters decide which “idea” they would buy and why. You can be a part of the debate team. *There are many ways to organize the groups to meet your particular needs. You can even be in the room with them . Create/Debate groups are our approach to qualitative research.

33. *There are many ways to organize the groups to meet your particular needs. You can even be in the room with them . Our clients tell us Create/Debate groups are better than traditional groups. Consumers generate and vet solutions. Participants are very engaged. The engagement promotes more authentic responses. The moderator is less of a presence vs. more typical focus groups. It’s a high energy process and just plain fun (an important ingredient when creating new ideas). Several clients have said: “These groups give me energy and ideas. Most groups are like watching grass grow .”

35. partners Founding

36. Anne Manning Launched Drumcircle with the dream of helping organizations grow by thinking and doing things differently. Passion for innovation. Recently earned a Masters Degree in Creativity and Change Management. A former ad-exec and qualitative researcher Speaks regularly at conferences ranging from the Advertising Research Foundation to the Creative Problem Solving Institute.

37. Bill Mount Co-Founder of Drumcircle in order to deliver to marketing and communications professionals the kinds of insights that he wished he’d had A former ad agency Creative Director who came to the conclusion that creating insights and strategies is more fun (at least for me) than creating more TV commercials. Has a passion for marketing that is deep and rare.

38. A few representative clients

39. [email_address] [email_address] thank you