The SME offers your company the opportunity to know

if your brand is among the ones that people remember

and value the most through the new and improved

2012 Brand Study Marcas que Marcan.

Is your Brand in the MIND of the consumers?

IMPROVEMENTS to the 2012 SME Brand Studies

• More interviews for a larger sample per category

• The addition of a qualitative study

• Measurement of the impact of brands in Social Media through

the new study: La Marca Enredada

• Findings presented by industry / category

Also INCLUDED in Marcas que Marcan

• The participation of more than one brand per category

• The opportunity to include up to 2 questions about your brand (for your

eyes only)

• Measurement of WOM in the past 3 months

• Aperture to recommend the brand slogans association

• Future intention to purchase

• Drivers for decisional process

• Level of satisfaction with the brand

• Psychographic Profile

• Four (4) focus groups among men and women

from the San Juan metro extended area, ages

18 and up, belonging to a SEL B (wide) and

with an annual household income between

$25,000 and $60,000.

• This methodology will help provide the

WHY’s to the answers obtained from the

quantitative data gathered.

QUALITATIVE Study Methodology for Marcas que Marcan

This is a new addition to Marcas que Marcan

QUANTITATIVE Study Methodology & Sample Design

Personal survey in two stages:

First stage:

• Sample island wide, 7 regions, random stratification, with randomized selected sample units.

• 1,350 interviews with people of 18 years or more, representing Puerto Rico's population per age, gender, income level and region. (12-17 years will be included per

request of customers in their category)

• Maximum sampling error less than 3%

Second stage:

• Once the impact of users per category is determined, additional interviews are conducted for a minimum of respondents in each category up to a maximum sampling close to + 5%.

QUANTITATIVE Methodology: Data Collection

Information as of May 2012

• The research instrument consists of a questionnaire of open and close ended questions, which is validated through pilot testing.

• The questionnaire will be provided through personal interviews in areas of concentration

• Aleatory sample of a minimum of 300 interviews per category

Information ANALYSIS

The data analysis will be performed using the statistical program StatPac.

In addition to obtaining the frequencies and crossings per categories, further statistical tests will be performed to corroborate whether the differences observed in some variables are due to the association between them and demographics such as gender and age, among others.

What you need to know about the brands with results segmented by industry or category

• The one without which I can not live

• The most innovative

• The most fun

• The most active

• The most prestigious

• The one that represents the best value for my money

• The most reliable; it never fails

• The most loved

Sample of QUESTIONS

Advertising RECALL Measurement of WOM

ATRIBUTES Measurement

I will mention a series of names of products or services and would like that you tell me if you remember having seen or heard any advertisement or commercial for that type of service or product in the past month. If you have seen them, I like that you please tell me what brand or brands, through which media it was, what do you recall and how much you liked or disliked this message, using a scale where 5 means a lot and 1 means nothing.

In the past three (3) months, a relative, friend or acquaintance has talked about the following services or products?

Of the following attributes that I will mention, what are the three most important to you when choosing a ________?The brand with the best customer service [ ]The brand with the best quality of products or services [ ]The brand that represents the best value per money [ ]Cheapest brand [ ]Socially responsible brand [ ]The brand that reflects your lifestyle and personality [ ]The brand you can trust [ ]

Sample of QUESTIONS

Use & SATISFACTION Future Intention of PURCHASE

How likely or unlikely would it be that the next time you are selecting a financial institution for a product or service, you select [______]?

How likely or unlikely would it be that the next time someone asks for a financial institution you would recommend [______]?

Could you tell me the brand and model of vehicles that you have at home?

How satisfied or dissatisfied you feel with your car now? Would say that you feel ...

Are you considering purchasing a new or used vehicle in the next year?

How often do you change your vehicle? ______ years

I will read a number of trends or situations that might be happening in Puerto Rico, and I would like you to tell me the 5 with whom you most identify.

• Working from home• To do transactions and shopping online / mobile• Exercising or playing sports• Activities like yoga, meditation and others related to wellbeing • Esthetic treatments • To have social interaction pages • Joining social causes and / or environmental

TRENDS

New Study La Marca Enredada*

• This is a new SME Study that will measure the impact of Social Media in Brands by analyzing how brands are perceived by Social Media users in Puerto Rico

• It will include general questions about brands and sections divided by product categories such as: beverages, banks, telecommunications, cars, food, electronics, universities and health care insurance, among others (categories will be determined by the type of companies that buy the study before April 25th)

• The study will be conducted online using Social Media platforms

• The study will include next steps general recommendations for Brands

• Companies can include one (1) question about their brand if their participation is confirmed before April 25th (For your eyes only)

* This is a separate study from Marcas que Marcan.

2011 Marcas que Marcan Event with Bruce Turkel

Studies CALENDAR

Decision to participate: April 25, 2012

50% Deposit & 2 questions about your product / service: April 30, 2012

Validation Pilot: May 4, 2011

Field work: May

Results Analysis: June

Final balance payment to SME: June 22th, 2012

Results presentation: June 26th, 2012

Individual presentations to companies: Starting July 9th

INVESTMENT Options per Study

* Includes 4 tickets to the presentation of the study event on Wednesday, June 26, 2012

ALL INCLUSIVE OFFER: Marcas que MarcanQuantitative & Qualitative Study with 2 questions about your brand; plus La Marca Enredada Study with 1 question about your brand. *

Marcas que Marcan Quantitative & Qualitative Study with 2 questions about your brand *

La Marca Enredada Study with 1 question about your brand in social media. (Includes 2 tickets for the study presentation)

$8,500

$7,500

$1,500

SME Members

General Public

$9,000

$8,000

$2,000

SME Members

SME Members

General Public

General Public

2012 Marcas que Marcan Organizing Committee

INFORMATION

eaquino@customresearchpr.com

maria.elena@smepr.org • karina@smepr.org • 787-773-5088

Chairman: • Edwin Aquino, Custom Research Center Inc.

Volunteers:• Iris Morales, Custom Research Center Inc.• Luis Rodríguez Báez, Estudios Técnicos• Marisol Lugo, Lighthouse Market Intelligence, Inc. • Pebbles Guadalupe, In Q • Eddie Pérez, Puerto Rico Tourism Co.