Martec Behavioral Research 2016

ProductIntelligence MarketIntelligence CustomerIntelligenceCompetitorIntelligence

TheMartecGroup,Inc. Confidential

C H I C A GO • D E TRO I T • F R A NK F UR T • S H A NGH A I • B E I J I NG

CapabilitiesPresentation

BehavioralResearchSolutions

TheMartecGroup,Inc. Confidential2

The Martec GroupMission

Toprovidebest-in-classstrategicintelligenceandmarketresearchsolutions…helpingourclientstoconfidentlytakeactionandachievesuccess.

• Established in 1984…30 years of executing primary research with a wide range ofhealthcare professionals ands target patient groups

• We are a partnership of technical market research experts

• Providing B2B and select B2C market research solutions

• Expertise within an array of intelligence offerings to suit your strategic needs


The Martec Experience – Turning Insight Into Action

Expert• Employing best-in-class industry research professionals• Deep industry experience fosters agility and access to information through long-standing relationships

Innovative

• Customized “tool box” of proven research methodologies and techniques employedto deliver insights that fullyaddress clientobjectives

• Finding creative solutions to provide research and assessment customized to meetevery client’s requirements

Invested

• Developing long-term relationships to gain and maintain a comprehensiveunderstanding of client goals and strategies

• Interactive, end-to-end visibility with veteran staff providing single pointresponsibility from proposal through reporting – no “hand-off”

Global• Martec offices located in North America, Europe and Asia• 50% percentof our projects are global in scope

Acceleratingandenhancingclientsuccessthroughtacticalandstrategicdecisionsupport


The Martec Global Footprint

• DirectofficepresenceinNorthAmerica,EuropeandAsia

• Long-standingalliancepartners(20+years)inTokyo,JapanandSaoPaulo,Brazil

• Fullcomplementoflanguagecapabilities

• QuantitativedatacollectioncenterslocatedtheU.S.,GermanyandChina

Martec- NorthAmerica

- Chicago,Detroit-

Martec- Europe- Frankfurt -

Martec- Asia- Shanghai ,Beijing-

JuniconIMR

- Tokyo-BSR

- SaoPaulo-

Puente-Sur- Santiago-

Ensuresseamlessintegrationacrosstargetgeographies…


Traditionalrational-basedresearchtechniquesdonotidentifythesesubconscious drivers.

Manybehavioralorpsychologicaltechniquesarecumbersomeandexpensiveto implementinaresearchsetting.

EmotionMiningallowsforintegrationofboth therationalandemotional influencersofperceptionsanddecisioninfluencersinaneasilyexecutableresearchsolution:

• Goesbeyond top-of-mindorstatedperceptions• Circumventsconscious resistancetodirect

questioning; tapsintounderlying thoughtprocesses• Allowsforvisceral,or“gut”responses; freeof

judgmentandself-censorship• Isquantitative:Produces robust,projectableresults

thatcanbevalidated

Emotionsdriveperceptionsanddecision-relatedbehaviors,buthavehistoricallybeendifficulttounderstandandmeasure.

DiggingDeepertogettothe"HeartoftheMatter"

TopofMind

IthinkitbutIwon’tordon’t

sayit

Ifeelit,butIcan’texpressorexplainit

Iamnotawareofit,butIcanrecognizeit

“Heartofthematter”

© 2011 Emotion Mining Company Inc. All rights reserved.


EmotionMiningisthemosteffectiveandefficienttoolavailableforemotionresearch

§ Emotion Mining® communication and research system is a patented, neuroscience configured, marketvalidated, quantitative process that identifies the most actionable emotions for each client we study

§ Emotion Mining® is easier to administer than other qualitative methodologies – the process is computer basedand can be completed at any time the respondent chooses

§ Emotion Mining® does not require professional interpretation to derive actionable recommendations –predictions and rich verbatim explanations support strategic, tactical and creativedecision making

PhysiologicalMeasurements(correlation)

Psychological Techniques(causation)

fMRI Biometric ReactionTime Faces Images EmotionMining

Whatdoesitmean?Whatshould Ido?

Expertise/interpretation

Smallor largesamplesSmallsamplesSmallsamplesSmallsamplesSmallsamplesSmallsamples

EmotionResearch


EmotionsEvoked• Projectionandfreeassociation• QuestionSeries:

Ø HowdoesusingtheIdealBrandmakeyoufeel?Ø HowdoesusingThisBrandmakeyoufeel?

EmotionsClarified• Identifiestheprimaryemotionsevokedbythe

product,messageorconceptbeingtested• Incorporateslinguisticsanalysistoproperlyclassify

emotionsandcalculatesintensityofemotionalresponses

• Includesin-depthprobesthatproviderespondent theopportunity torationalizewhytheyfeelthewaytheydo

RationalConnections• VerbatimexplanationstiedtoEmotionwords• Illuminatestrueappealofconcept/brand/product• Providesdetailedinformationfarbeyondtypicalfocus

groupsandIDI’s.

InterestAcceptance ContentmentSecurityTrustLoyaltyAdmirationAmazementJoySerenityKindnessPrideWorthAttractionConfidenceEnergy

DisinterestRejectionDiscontentInsecurityHesitationContemptDismayDreadSorrowDiscomfortAngerShameDisreputeFearDepressionFatigue

EmotionChannels

Structuredcomputerassistedinterviewprocesstoidentifyandquantifyemotionaldecision/usagedrivers.


BaselineDeliverable:EmotionLandscape™

EmotionMiningdeliversanEmotionLandscape™thatprovidesacomprehensiveviewofrespondents’ consciousandsubconscious emotionalresponsesforeachstudy topicandstudysegment.TheLandscapequantifiesandprioritizesemotionswithhighestmotivationalpotential,givingclientsanewlanguageandblueprintforcommunicatingboth internallyandexternally.

HowdoesBUYINGINSURANCEmakeyoufeel?

©Copyright2012EmotionMiningCompanyInc.All rightsreserved.


…afewofthequestionswecananswer:

Howdidthe work?Whatisthe ofourexperience?

Whathasthegreatestpotentialto ?

Whichisthebest ?

Doesouryieldtheintendedresult?

Whatisthe ?

Whichoptionbest withcustomers?

Howdoourcustomerstruly about_____?

Whyisn’t this?

Applications…

InnovationNewproductdevelopmentQualitytestingServiceoptimization

MarketingConcepttestingBrandequity/identityassessmentCompetitive positioning /messagingPurchaseintentAdvertising audit

InsightsTrendspottingNeedsanalysisExperience/engagementassessmentThoughtleadership development

InstitutionalDesignProcess andprocedureauditSalescompetencyCustomer andemployee satisfactionCulturalassessmentTeambuilding



Usedinmorethan100studies

Morethan5,000respondents

Morethan1,000,000responses

Industriesservedinclude:

• CPG

• Retail

• Food andBeverage

• Hospitality

• FinancialServices

• HealthCare

• HighTech

• Manufacturing

• Transportation

SutterHealthWithYou.ForLife.

KeyClientsServed



HelpingCoca-Cola® RegainShareThroughEffectiveAdvertising

ProblemCokesought towinoverayoungerdemographicwhilestoppingmarketshareslippagetowaterandjuice.

Study180CokeEnthusiasts:

• ‘HowdoesCokemakeyoufeel?’• ‘Howdoesthissoundtrackmakeyoufeel?’• ‘Howdoesthisstoryboardmakeyoufeel?’

200Pepsi/Dr.PepperEnthusiasts:• ‘HowdoesPepsimakeyoufeel?’• ‘HowdoesDr.Peppermakeyoufeel?’

ResultsTheresearchshowed thatCoke’s currentadvertisingstrategywas,infact,servicingcompetitorbrandequity.Asaresult, Cokecreateditsclassic PolarBearcommercialsbyaligningcreativebasedonEmotionMiningdata.

Impact• Increasedpersuasion scores(relevance, appeal,likeability, entertainment)• 1%liftinmarketshare• $130MMincreaseinrevenue



HelpingAmericanExpress® ReduceTurnoverandIncreaseCompetency

ProblemWithahighturnoverrate,AmericanExpresswaslosing $50MMperyearintraininganddevelopment costs.Professionalism offinancialplannersandsalespeople questioned.

Study360ClientsandProspects:

• ‘HowdoestheAmericanExpressfinancial planning processmakeyoufeel?’240FinancialPlannersandSalespeople:

• ‘HowdoessellingAmericanExpressproductsandservicesmakeyoufeel?’

ResultsThefinancial planningprocesswas70%unpleasantforbothcustomersandsalespeople.Financialplanners andsalespeople hadvaryingdegreesofemotionalcompetency,butwerebeingdiscouraged inaflawedprocess.

Impact• AmericanExpressinvested $MMinemotionalcompetencytrainingprogram

forfinancialplanners andsalespeople, yielding a15%salesincreaseandreducingturnover.

12



EmotionMining:InSummary

APC/web-basedtoolto identify“subconsciousmotivatorsthatarebelowthesurface”thathelppredictbuyingbehavior- it’san“emotionalwindow intodecisionmaking”

• Helpsclientstoknow“whattosayandwhy”and“whattostayawayfromandwhy”

Supplements/replacestraditionalmethodologiestofullyidentifyproblemsthatarecreatingtruerelationshipdamagetothecustomer,channeland/orassociates

• Properlyidentifiesemotionalconnections inadditiontorationalconnections

Providesuniqueaccesstohumanemotionaltruths

• Pluggingintotraditionalanalyses:needsandopportunity assessment, innovation,brandequity,advertisingaudits,customerserviceoptimization,loyaltyanalyses,etc.

• Andgeneratingnewperspectives– i.e.emotionallandscape/SWOTanalysis;emotionalsegmentation,totalcustomerconnectionanalysis,etc.


BehavioralResearchSolutions

ProductDevelopmentProcessProductLaunch

PostLaunch(Relationship)

CustomerNeedsAnalysis

Concepttesting

ProductValueAssessment

FeaturesTrade-Off

PricingResearch

CustomerSegmentation

ProductPositioning

MessageTesting

Marketing&SalesCollateralTesting

Awareness

Satisfaction

Loyalty

Our Behavior Research Solutions, of which Emotion Mining is an integral part, can be utilizedthroughout the product development process, as well as for post launch assessments andtracking.


RATIONALCONNECTION

BRANDEXPERIENCE

EMOTIONALCONNECTION

TOTALCUSTOMERCONNECTION

Martec’s“TotalCustomerConnection”modelprovidestheintelligencetoleveragebotharticulatedandunarticulateddecisiondrivers.

RELATIONSHIPEXPERIENCE

PRODUCTEXPERIENCE

SERVICEEXPERIENCE

VALUEEXPERIENCE

RATIONALCUSTOMEREXPERIENCES

TOBEQUANTITATIVELYMEASURED

EMOTIONALCUSTOMEREXPERIENCES

TOBEQUANTITATIVELYMEASURED

EmotionMining®

TraditionalMethodologies

FUTUREEXPERIENCE


Contacts

martecgroup.com

Asia- BeijingRoom1707, YinguBldgNo.9, WestRoad4th RingRdHaidian DistrictBeijing100190China+86(10)6617-3316

Asia- Shanghai121YanpingRoadSanhePlaza7DShanghai200042China+86(21)6246-2121

EuropeBerlinerStrasse21963067Offenbach/MainGermany+49698090360

Detroit27777FranklinRoadSuite1600Southfield,Michigan48034248.327.8000

Chicago105WestAdamsStSuite2900Chicago,Illinois60603312.606.9690

BillLucken248.327.8031

[email protected]

Documents

Martec Behavioral Research 2016