Concentric PD powered by fido is an enhanced software solution that combines predictive marketing tools and rapid innovation capabilities. It overcomes limitations of traditional simulated test marketing by providing a platform to continuously measure and prototype the competitive landscape leading up to a product launch. This allows marketers to evaluate products and integrated marketing campaigns while accounting for competitor plans and market changes. Key benefits include understanding the entire marketing mix, multi-year scenario analysis, innovation conceptualization and prototyping, and results detailing for consumer segments.

1. Introducing
Concentric PD powered by fido
Removing Uncertainty from New Product Planning
Enhanced software solution from the leaders in Predictive Marketing & Collaborative Innovation

2. While BASES, Ipsos and other simulated test marketing platforms have a track
record of benchmark results, they have been slow or lapsed in delivering insights
that are useful for strategy execution. Often needed insights are missing due to
changes in the competitive environment that occur after the research period or
because brand management teams need more nuanced insights relating to the
consumer portfolio.
Concentric PD powered by fido overcomes these deficits by giving marketers a
new strategic capability to improve simulated test marketing methodologies by
providing a platform for continuously measuring and prototyping the competitive
landscape leading to a product launch. While the platform is not a substitute for
primary research, it does allow marketers to evaluate products in a market
context where fully integrated campaigns, competitor plans and new innovation
scenarios are simultaneously evaluated. This “systems” approach to test marketing
delivers a range of new insights while overcoming the limits of historical tests.
“There is nothing wrong with change,
if it is in the right direction.”
- Winston Churchill

3. The benefits of Concentric PD powered by fido include but are not limited to:
1.! ability to understand the entire marketing
An 4. Innovation conceptualization & prototyping
mix and each components role in the delivery • Based on SWOT identified in scenario
of results. This includes attribution of the
analysis, proactive and responsive new
impacts and interactions of:
initiatives are rapidly co-created by
• Paid media investments customized teams of independent
• Owned Media assets experts from all walks of life
• Word-of-Mouth volumes • Innovation scenarios are simulated,
• Online Behavior influence evaluated, refined and prioritized for
• Product Usage realities deployment
2. Analysis of awareness related 5.! Full detailing of results by numerous
challenges including: consumer segments
• Rate of adoption by groups • Influence amongst groups
• Cost to build market awareness • Influence within groups
• Transfer of brand equity from master brand
6.!Ongoing metrics that include estimates of:
3. Multi-year scenario analysis including: • Return on Investment analysis
• Weekly sales analysis • Brand Equity changes
• Anticipated competitor changes
• Cannibalization rate for selected products

4. ? ? ?
BASES
M/A/R/C
Data-based
Ipsos forecasting
Market . . .Assume. . .
...
Research International Stable
TNS FYI
? ? ? Launch
The standard. But....
Assumes stability in an ever-changing world
Helpful for ‘Go/No-go’, not What if/Why/How

5. ? ? ?
BASES
M/A/R/C
Data-based
Ipsos forecasting
Market . . .Assumed. . .
...
Research International Stable
TNS FYI
? ? ? Launch
Concentric PD powered by fido
• Dynamic simulation based on integrated data and unlimited hypotheses
• Impact attribution also of ‘buzz’, competitive actions & market changes
!
• Scenario-based rapid innovation & prototyping
• “What will happen when, and what to do about it”
!
?
!
Market ?
? ?

6. The Concentric PD powered by fido difference:
1. Test scenarios that include marketing plans
2. Develop and evaluate innovation scenarios responsive
to competitive activity and market changes
3. Predict total awareness and marketing penetration
4. Estimate ROI beyond paid media

7. Concentric PD powered by fido is enhanced software that combines Concentric ROI, the predictive marketing
tool used by Harrah’s, Humana, Nike and Pepsi, and the rapid innovation and prototyping fido provides to
Blackstone Group, ESPN, The New York Times, Time Warner Cable and others.
Concentric is a unit of Icosystem, the leader in predictive analytics and expertise in human decision-making to
capitalize on high-potential trends and avoid risk. Icosystem's predictive models replicate the detailed behavior
of real systems—marketplaces, supply chains, business organizations, or social networks—whose complexity goes
beyond the reach of traditional analytical approaches. Concentric has a suite of solutions that simulates how
consumers will respond to a brand's marketing campaign by examining how paid and earned media, product
usage, and competitor reactions interact to drive choice. Concentric solutions are based on social network
analysis, behavioral economics, neuroscience, psychology, theories of interpersonal influence, and the latest in
marketing research.
fido (‘fearless innovation designed online’) enables companies to innovate more reliably, rapidly and efficiently
through a combination of an invitation-only community of extraordinary talents from all walks of life, patent-
pending online methods for breakthrough co-creation, and customized Cisco online platforms.
For more information or to request a demonstration, please contact:
John Englehart, fido Greg Silverman, Concentric
or
t: 917-647-8731 t: 617-520-1002
e: jenglehart@myfidoworks.com e: greg@concentricroi.com