1. Speed Boat is used to quickly generate ideas where participants write ideas on post-its and discuss the top ideas. 2. Dot Voting is used to prioritize ideas where participants vote on their favorite ideas by placing stickers on ideas. 3. Product Box allows participants to imagine new product features and functions by placing them in a box.

1. Research Methodologies
Targeted Approach for Different Objectives

2. Who We Are
2
NEW PRODUCT IDEATION
Innovation Process
Ideation Sessions
Customer Advisory Boards
We help companies connect with PRODUCT EVALUATION CONCEPT EVALUATION
Qualitative Research & VALIDATION
customers to create and deliver Customer Sat Studies Market & Competitive Analysis
clear and compelling products, Customer Advisory Boards Qualitative Research
Quantitative Studies
services, and messaging. We help Customers
to define the right products and
also talk about them in a way
that makes sense.
PRODUCT LAUNCH
Process Mapping 

Customer Experience Programs

Operations & Support Planning
PRODUCT DEFINITION
MRDs & PRDs
Business Cases
We engage customers Customer Research
throughout the product lifecycle
with a variety of research PRODUCT POSITIONING
techniques. EXPERIENCE DEFINITION
& MARKETING
Customer Touchpoints
Messaging & Positioning
Interaction Interfaces
Product Naming
Usability Optimization
Product Collateral

3. Types of Customer Research
3
• Qualitative Research
– Telephone Interviews: One-on-one In-Depth Interviews
– In-Person Interviews: One-on-one or Triad
– Focus Groups
– Ethnographies
– Customer Summit
– Customer Advisory Boards
– In-Store Research
• Customer Insights Portal
• Quantitative Research
• Workshops
– Ideation
– Innovation
• Secondary Research
– Market / Industry Analysis
– Competitive Analysis

4. Research Targets
4
• Typical Clearworks Client Testing Objectives
– New product or service concepts
– Messaging and positioning
– Service delivery & process
– Customer Experience/Usability
– Creative
– Purchasing behaviors/drivers
• Who We Talk To
– External Customers
– Internal customers, employees, partners, etc
– International capabilities including in-country language and translation as needed
• Markets
– Kids/Teens/College students
– Parents
– IT and other Technology Executives
– Enterprise
– SMB/SOHO
– Utilities/Government/Analysts
– General Consumer
– Luxury
• Global capabilities and experience conducting research in North America,
EMEA, APAC and Latin America

5. When to Use Research Tools

6. Telephone Interviews
One-on-One 6
What it is When to Use It What it Includes
• A formal, objective research This approach is best used to: • Screener & discussion guide
approach development
• In-depth moderated • Gain individual input and • Recruitment of participants
interviews conducted by a feedback (both consumer &
research moderator • Gather in-depth input on enterprise)
• Conducted via Telephone concepts, creative, features, • Participant incentives (for
• Length: 45 minutes-1 hour marketing messages non-customers)
• Recommended # : 12-20 marketing, channel, • Professional research
interviews depending on requirements, etc… interview moderation
objectives • Reach participants that are • Concept presentations via
• Recommended Markets: geographically dispersed the web if needed
Geographical Mix • Gather input from • Recorded audio of each
customers, non-customers interview
/prospects, partners, • Interview notes
employees, etc… • Report including synthesis,
• Cost effectively capture voice analysis, implications, and
of multiple customers recommendations

7. In-Person Interviews
One-on-One or Triads 7
What it is When to Use It What it Includes
• A formal, objective research This approach is best used to: • Screener & discussion guide
approach development
• Live discussion moderated by • Gain input and feedback • Recruitment of participants
a research professional from small groups or (both consumer &
• One to three individuals per individuals enterprise)
session • Conduct usability and in • Participant incentives (for
• Conducted in a focus group depth user non-customers)
facility with two way mirror experience/prototype testing • Facilities planning
or room with a separate • Target geographically • Professional research
client video feed concentrated participants moderation
• Length: 90 minutes / session • Gather input from • Recorded video of each
• Recommended #: 10+ triads customers, non-customers session; optional live client
or one-on-ones depending /prospects, partners, video feed
on objectives employees, etc… • Report including synthesis,
• Recommended Markets: 2 analysis, implications, and
Minimum recommendations

8. Focus Groups
8
What it is When to Use It What it Includes
• A formal, objective research This approach is best used to: • Screener & discussion guide
approach development
• Gain group input and
• Live discussion moderated by • Recruitment of participants
feedback
a research professional (both consumer &
• Understand a group dynamic
• Can include interactive enterprise)
• Allow participants to
exercises, presentations, etc • Participant incentives
see/feel/touch prototypes or
• Conducted in a focus group • Facilities planning including
other stimuli
facility with two way mirror two-way mirror for client
• Reach participants that are
or room with a separate viewing
geographically concentrated
client video feed • Professional research
• Gain input from customers,
• Session Length: 90 minutes moderation
non-customers /prospects,
• # of participants: 6 - 10 • Interactive exercises, static
partners, employees, etc…
• # of groups: 4+ groups; and video presentations
minimum 2 per city; • Recorded video of each
depending on research session; optional live client
objectives video feed
• # of markets: 2 Minimum • Report including synthesis,
analysis, implications, and
recommendations

9. Ethnographic Research
9
What it is When to Use It What it Includes
• A formal, objective research This approach is best used to:• Screener & discussion guide
approach development
• Live discussion and • Gain individual input and • Recruitment of participants
observation moderated by a feedback from customers (both consumer &
research professional where they work / play to enterprise)
• In the participants “habitat”, understand how things occur • Participant incentives
ie home, place of business, naturally in their • Scheduling of research
where they play environment session
• Generally 2 hours • Observe customer behavior • Professional research
• 8-12 ethnographies first hand moderation and observation
depending on objectives • Gain input from customers, • Recorded video session
• Typically individual but can non-customers /prospects, (must be approved by
include groups partners, employees, etc… participant) and / or static
• Session Length: ~2 hours pictures
• Report including synthesis,
analysis, implications, and
recommendations

10. In-Store Research
10
What it is When to Use It What it Includes
• A formal approach to talking This approach is best used to: • Discussion guide and/or
to customers survey development
• Utilize in-store researchers • Collect feedback at the point
• Nationwide footprint of
across the US to target of sale
researchers
customers at the point of • Get immediate reactions
• Report including synthesis,
sale while the customer is “in the
analysis, implications, and
• Can be used to mystery shop, experience”
recommendations
do intercepts, demo days, etc • Gather feedback from lots of
• Can be used for customer customers in lots of locations
feedback on products, sales
people, retail experience, etc

11. Quantitative Research
11
What it is When to Use It What it Includes
• A formal approach to talking This approach is best used to: • Objectives and strategy
to customers • Survey development
• Size a market
• Questionnaire/survey with a • Partnership with quantitative
• Gather data on a quantitative
large number of customers research firm for panel,
level
• Typically online, but could be survey development,
• Test prototypes, messaging,
a live intercept programming, analysis
creative
• Report including synthesis,
analysis, implications, and
recommendations
• Data tables

12. Customer Summit
12
What it is When to Use It What it Includes
• A formal, objective research This approach is best used to: • Recruitment planning
approach • Gain in-depth group input • Discussion guide
• Live workshop moderated by and feedback development
a research professional • Use interactive and • Development of interactive
• Includes interactive innovative exercises to elicit exercises
exercises, presentations, etc input and feedback from • Optional recruitment of
• Typically at a nice hotel or participants participants if required
office conference room • Allow participants to • Facilities planning at hotel or
• Session Length: ½ Day to Full see/feel/touch prototypes or office conference room
Day other stimuli • Professional research
• # of participants: 8 - 15 • Build relationships with moderation
• # of summits: 1 per customers; a “thank you” • Optional recorded video of
geography depending on • Reach participants that are each session
research objectives and geographically concentrated • Report including synthesis,
customer concentration • Typically used to gain input analysis, implications, and
from customers rather than recommendations
prospects due to the
relationship building aspect

13. Customer Advisory Board
13
What it is When to Use It What it Includes
• Ongoing group/membership This approach is best used to: • Program
• Includes live meetings, Development/Design
• Gain in-depth customer input
conference calls, customer • Recruitment planning
and feedback
portals and other ongoing • Professional facilitation
• Develop an ongoing
engagements • Ongoing reporting from the
relationship and inputs from
• Discussions typically various sessions that includes
select customers
moderated by a facilitator synthesis, analysis, business
• Build relationships with
• Customers not prospects implications and
customers; a “thank you”
recommendations
• Retain ongoing groups /
membership

14. Customer Insight Portal
14
What it is When to Use It What it Includes
• Online tool can be used in a This approach is best used to: • Research campaign design
closed or open environment and development
• Gain customer input and • Customization of the online
• Allows interactive
feedback on specific tool to your look and feel
engagement amongst
concepts, features and ideas • Seeding the tool with “ideas”
research participants
• Gather and spark new ideas • Managing the campaign
• Leverages power of
from customers • Recruiting people to the
idea/innovation tool for
• Start to prioritize ideas, campaign
voting, connecting
concepts and features based • Data, reporting and analysis,
• Capture feedback over
on customer feedback and including business
course of time
“voting” implications and
• People come on their own
• Reach a diverse and global recommendations
schedule and post artafacts
audience
• New concepts or features to
• Reach a younger generation
test can be presented as
that reacts well to online
ideas; participants can vote
environments and get them
on ideas, add new ideas,
to open up
comment on ideas
• Customers, prospects,
internal employees, etc

15. NEXT: Research Case Studies

16. Research Case Studies
Research Type: Merchandising and Messaging In-Depth Interviews 16
Client Industry Problem to Solve Research Results
• Identified new affluent
• Determine best practices for selling high target market
end audio • Developed a best practices
• Identify messaging and positioning that guide for resellers to use to
resonates increase sales
Luxury home • Identified branding and
• Determine key purchase drivers and
theatre and messaging challenges and
gather insights about sales cycle and
car audio made recommendations on
purchasing behavior
• Determine luxury bundle opportunities changing messaging to
• Identify sponsorships, events, other best reach the new target
practices for reaching the target for this • Identified new market
high end home theater equipment channels and strategies to
reach the target audience

17. Research Case Studies
Research Type: Purchase Driver and Messaging Interviews, Groups and
Ethnographies 17
Client Industry Problem to Solve Research Results
• Understand the process and decision-
making factors consumers use when
shopping for plans • Recommended new
• Determine key messaging that resonates messaging, collateral, and
• Understand the underlying needs and advertising strategies
motivations when choosing services • Mapped sales process and
• Understand the awareness and identified key customer
Consumer consideration of client as a provider vs. the touch points and
Wireless Data competition opportunities for
Services and • Understand sales channel dynamics and messaging and awareness
Handsets determine the preferred channels campaigns
• Understand consumer perceptions of • Identified lifestyle
bundles vs. a la carte pricing on higher-end motivators for various
devices target segments
• Understand the sales process, specifically, • Identified consultative sales
the role consultative selling plays technique that resonates
• Understand how to optimize the in-store best with customers
experience

18. Research Case Studies
Research Type: Product Roadmap Focus Groups 18
Client Industry Problem to Solve Research Results
• Drive product direction for new browser
and search product • Identified 2 leading
• Generate user insights and actionable prototype concepts to be
input to impact roadmap and prioritized for development
development efforts • Identified features and
• Learn how people use internet functions to be prioritized
Internet/Search in development
functionality
• Gather user reactions that can help fine • Flagged 2 concepts that
tune the user functionality using a were of minimal interest to
modified “product box” technique customers and prospects
• Test user interest in prototypes and put them at a lower
• Gather participant reaction to several development priority
potential product names

19. Research Case Studies
Research Type: Concept and Messaging Testing Focus Groups 19
Client Industry Problem to Solve Research Results
• Prioritized features that were most
• Validate new PC service concept important and valuable to the target
• Identify optimal product feature market
mix using “Buy a Feature” • Identified go-to-market messages
Security technique that resonate with two key customer
Software • Identify what is compelling or segments
confusing about the new service • Identified key service differentiators
• Test messaging and messaging • Determined “best” benefit
for the new service launch statement for target markets
• Identified best marketing vehicles to
reach the target market

20. Research Case Studies
Research Type: New Product Development & Concept Validation Focus Groups 20
Client Industry Problem to Solve Research Results
• Determine opportunity for a • Determined that the original content
new online product (focus on focus of the product concept was not
6-10 year olds) as well received as other types of
• Determine unmet needs in content; used results to ideate new
communication between kids concepts
and family members • Developed new concept that was well
• Ideate and generate new received in research
Online product concepts for testing • Identified and prioritized most valuable
• Test new concepts and feature set for the new product
determine what the ideal • Identified that target segment is the
product should look like in appropriate age for the product
terms of features, functions, concept
business model • Identified areas to motivate
• Determine the ideal kid target engagement by the target segment
market that is the "sweet • Determined the “willingness to pay” to
spot" for the product feed into business model development

21. NEXT: Innovation Games
Examples of New Research Techniques

22. What Are Innovation Games®?
22
• Proven techniques for working with groups
― Customers, partners, sales teams, etc.
• Used to gather feedback and input
― Creating innovative products and services
― Idea generation
― Gathering and prioritizing feature and functionality
requirements
• A means of fueling innovation by understanding what your “customers”
really want
• Use fun, interactive game playing to get people to think creatively
― Activity based
― Role play
― Facilitated
― Observed and documented
• Rich feedback without boundaries and constraints
• 12 games each with unique goal, activity, output
• Varied level of preparation, scalability, and back-end analysis
• Can be used in a variety of settings – focus groups, summits, advisory
boards

23. What Makes Innovation Games® Unique?
23
• Game playing provides a relaxed environment for participants
• Utilize verbal, written, visual and non-verbal forms of
communication providing clients with rich feedback
• Uncover previously unknown market needs; learn what you
didn’t know that you didn’t know – the heart of true
innovation

24. Innovation Games©
24
• Innovation Games© is a toolkit
used to uncover previously Prioritizing Features
unknown market needs
A top company in the security
– Learn what you didn’t know that software space was preparing to
you didn’t know – the heart of launch a new service. They engaged
true innovation Clearworks to test the service and its
features prior to launch. Through the
• Set of 12 creative & energizing “Buy a Feature” Innovation Game,
exercises designed to gather customers negotiated the service’s
and prioritize feature and most important and valuable
functionality requirements features, providing valuable
prioritization and other insights and
• Provides a creative & relaxed input to the product development and
launch efforts.
environment for participants
through the use of facilitated
games and role playing
• Can be used in-person or online

25. Why Clearworks and Innovation Games®
25
Why Clearworks Uses Innovation Games
Clients are looking for additional ways to spur innovation
Innovation is key to the product development lifecycle
Help clients gather and write better requirements
Clients value the process of playing the games, as well as the output
We do a lot of workshop facilitation, the games are an effective tool we can use

26. NEXT: Clearworks Research

27. What You Get With Clearworks Research
27
• Our team works directly with clients to develop a research strategy for
each project
– Custom research strategy designed to meet specific objectives
– Develop and tailor innovative exercises to creatively generate rich input and feedback
– Leverage team expertise in product management to act as a trusted advisor on all
research
• Included with all focus group projects, Clearworks provides:
– Kick-off call to strategize and refine what you hope to learn from the study
– Screener & discussion guide development
– Recruitment of participants (both consumer & enterprise)
– Participant incentives
– Facilities planning including two-way mirror for client viewing
– Professional research moderation
– Interactive exercises, static and video presentations
– Recorded video of each session; optional live client video feed
– Report including synthesis, analysis, implications, and recommendations
– Full project management

28. Why Clearworks for Research
28
• Product managers with marketing research expertise ; understand
products, technologies, business models, and strategy in addition to
research
• Ability to quickly understand products, services, and technologies and
provide immediate value, requiring little direction
• Full service research including project management requiring little time
and involvement from the client team
• Flexible, able to quickly generate quality results in a short timeframe
• Develop strategy, screener, discussion guides, and reporting with business
implications; not just research facilitation
• In-depth analysis and actionable results on all research projects – not just
data
• Nationwide recruiting delivering consistent, high quality recruits for any
target market
• Proven track record working remotely with clients around the globe
• Global experience and partners that assist with local language and
translation
• Innovative and creative techniques for generating customer feedback

29. Our Research Clients
29

30. Client Testimonials
30
"The Clearworks team did an incredible job generating insightful feedback in their best
practices research study for our top of the line audio brand. Their thorough analysis and
detailed recommendations are driving some important changes to our business and
marketing initiatives."
Mike Angiletta, VP of Strategic Marketing, D&M Holdings Company
“Clearworks developed a tailored research strategy to achieve deep customer insights that
were vital to our positioning and message development, and subsequently helped us to
create powerful, customer-focused collateral.”
Mark Culpepper, Vice President, Marketing, SunEdison
“The Clearworks team does an excellent job helping us incorporate the voice of the
customer into our services, process and messaging. They take a creative approach,
tailoring a variety of research techniques to different audiences and objectives to generate
rich insights.”
Catherine Moon, Director of Services, Symantec
“Clearworks conducted a series of new product focus groups for us. Based on that work,
we hired them for another project and plan to use them until we get our series of products
launched. The team's performance and results in their first project established credibility
with the top management of our group and they are now considered a regular part of the
team.“
Amy Huson, VP of Product Management , Plantronics