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

Let me first tell you about Delvinia

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

ABOUT DELVINIA Design + Data

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

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

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

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

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

Self Reported Actual Social Monitoring ABOUT DELVINIA Ongoing Monitoring

Our Most Scalable Asset

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

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

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

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

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

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

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

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

Delvinia Digital Mosaic: Digital Segmentation Tool

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

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.

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

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

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