Presentation given at ESOMAR Online Research conference October 2009

1. Dan CoatesglobalparkOctober 28th, 2009 Customer Advisory Panels and Advocacy Networks

2. Mainstream: Customers as Advisors 2 ©2009 Globalpark AG “Nearly half of marketing leaders plan to tap consumer communities to help guide new product development and design.” Forrester Research, April 2009

3. An integrated platform that encompasses Recruitment Communications Quantitative & Qualitative data collection Incentive management Plus Online ethnography Collaborative, real-time, product innovation 3 ©2009 Globalpark AG Advisory CommunitiesWhat are they?

4. Advisory Communities The Benefits Rapid turnaround Low cost Longitudinal insights Consumer empowerment Reliable results 4 ©2009 Globalpark AG

5. More panels die of neglect than overuse Companies that enable feedback across multiple departments see exponential increases in value Don’t go it alone 5 ©2009 Globalpark AG Advisory Communities It takes a researcher…

6. Advocacy Networks Turn your best customers into yourbest marketers Empower advocates across existing social media and networking sites 6 ©2009 Globalpark AG

7. 7 ©2009 Globalpark AG 500,000 Consumers Brand A Brand B Brand C Advocacy Networks 100,000 Opinion Leaders Segmentation 80,000 Satisfied Opinion Leaders Product SamplingSatisfaction Survey ~1.5 MILLION Positive “conversations” pre-launch Recommendations(average 18 each)

8. Typical Results A cost-effective way to gain insights that drive product innovation and extend loyalty, revenue and reach 8 ©2009 Globalpark AG Reach Revenue Loyalty Costs

9. ©2009 Globalpark AG Goals Test new product concepts among key targets Household composition Where they shop What they buy Invite panelists within the Minneapolis market area for sensory testing at their test kitchens General Mills:Consumers Matter 9

10. ©2009 Globalpark AG Solution General Mills deployed a number of advisory communities to conduct qualitative & quantitative research Respondents recruited via multiple methods Segmentation and profiling enables targeting according to household composition, the types of products bought and where they shop General Mills:Consumers Matter 10

11. ©2009 Globalpark AG Results At-the-ready respondents scale research efforts while keeping costs down Project volumes have increased to 1,500+ per year Per project costs have been reduced to <$2,500 General Mills:Consumers Matter 11

13. 5 continents, 40+ countries

14. 640 freestanding stores

15. 12,000+ wholesale customers

16. 20,000+ products designed each year

18. Results Increased revenue attributed to market-driven products, campaigns More efficient tracking and management of customer communications On-demand lever to spike sales Engaged customers Esprit: Customers matter DecreasedCosts Engaged Customers Increased Revenues

19. Questions? Daniel Coates President Daniel.Coates@globalpark.com www.globalpark.com Reliable 15 ©2009 Globalpark AG

20. If you build it, who will come? 16 ©2009 Globalpark AG