1. EMM Group 6-Connect Insights Workshop and 4-D Innovation Ideation November, 2008 © 2008 EMM Group EMM Group and MLC Confidential

4. Tire Brands Created Relevance and Uniqueness for Their Target Segment Using Different Insights For families with kids For male car enthusiasts © 2008 EMM Group Better grip Superior tread design , steel radial Better control Safer drive Security Better grip Superior tread design , steel radial Better control Exciting drive Fun & enjoyment Functional Benefits Emotional Benefits Attributes

6. Insights to Innovation Approach Voice of the Customer Insights Brief 4-D esign Innovation Ideation 6-Connects Insight Generation Insights Statement Innovation Brief © 2008 EMM Group Emotional benefits Functional benefits Product attributes

8. What are the 6-Connects? Connect product attributes to benefits Connect 2 Connect to Customer Goals and Fears Connect 1 Connect to Magnifying Lens users Connect 3 Connect to Insights of other Marketers Connect 4 Connect to Experts Connect 5 Connect to Trends Connect 6 Refine Insights Statement © 2008 EMM Group Emotional benefits Functional benefits Product attributes

9. Workshop Objective: To Complete Insights Template Tool © 2008 EMM Group The actionable customer behavior we seek to explain What does actionable insight indicate that Brand or Company should do in order to drive new or modified behaviors? The actionable insight that explains the behavior The behavior being examined occurs because: The target customer values/feels/believes/is motivated by the underlying attitudes/emotions/beliefs/motivations uncovered in the workshop. This is evidenced in the supporting data/knowledge uncovered in the workshop. Our brand or business’s role in this behavior (What we have or haven’t done in the past that contributes to this behavior) What are potential benefits of changing targeted behaviors? What is scale of opportunity? What actionable innovations or other new ideas came to mind during insights workshop?

18. Key Outputs - Means End Chain and Insights Statement © 2008 EMM Group Highest Value Our theory is that customers value _____________ the most. Emotional Benefits This ultimate value results most from the emotional benefits of _____________. Functional Benefits These emotional benefits are most created by the functional benefits of _____________. Attributes The functional benefits are delivered most by the attributes of _____________ . Contact Points The key entry points that get us started on the best route to the top are _______________. The actionable customer behavior we seek to explain The actionable insight that explains the behavior The behavior being examined occurs because: The target customer values/feels/believes/is motivated by the underlying attitudes/emotions/beliefs/motivations uncovered in the workshop. This is evidenced in the supporting data/knowledge uncovered in the workshop. Our brand or business’s role in this behavior (What we have or haven’t done in the past that contributes to this behavior)

20. What are the 4-Design exercises? Design 1 Innovation Brief Design the sensory experience Design for the Moment of Truth Refine Design 2 Design 3 Visualize the solution Design 4 © 2008 EMM Group Emotional benefits Functional benefits Product attributes Map priority benefits to product attributes

21. Key Output – Innovation Brief © 2008 EMM Group