Slide 1

A New Research& Consulting Company

growth sparked by

i n s i g h tgrowth sparked by

i n s i g h t

Contents

Company OverviewThe DEFINITIVE DifferenceWhat We DoNext StepsKey Staff

© 2010 Definitive Insights, Inc

Company Overview

Capabilities. Global, full-service custom research capabilities with extended range of advanced quantitative and qualitative approaches.

Industry Focus. Expertise and focus on Information Technology, Telecom, Healthcare, Pharma, Energy, Retail, CPG (FMCG), Financial Services & Media.

Executive Team. Industry-leading experts with vast array of experience, all of whom have previously worked together.

Company Overview

Clients & Coverage. Worldwide.

Offices. Portland, OR and Seattle, WA.

snapshot

4© 2010 Definitive Insights, Inc

Company OverviewHistory of success with worldwide leaders. Our key executives have serviced and developed relationships with numerous worldwide industry leaders.


http://www.avaya.com/

http://www.sce.com/

http://www.nokiausa.com/index


Company Overview

Custom Research Solutions– Quantitative: surveys, online, phone, in-person– Qualitative: focus groups, in-depth interviews, observations– Advanced Analytics: modeling and predictive techniques

Global Operational Infrastructure–Multiple resources– Best in-class quantitative and

qualitative research partners– Highly scalable

Custom, global capabilities able to meet any complexity and scope of business question

─ Cross-Tab: Leading KPO provider in market research

─ Polimetrix / YouGov: Exclusive access to U.S. & international panels and survey platform

what we do

7

Company Overview

Open. Incorporated 8/24/09; opened offices in Portland (One World Trade Center) and Seattle (Comcast Spotlight Building) on 9/1/09.

Staffed. Grown to 18 professional researchers, many of whom you already know.

Engaged. Assisting with major efforts from Fortune 500 clients we have worked with prior, as well as from new clients.

Profitable. Met revenue and profit targets for first quarter and have strong order book for 2010.

Scalable. Have been able to execute large, international projects on tight timelines with the excellent support from our operations partners.

Envisioning. Preparing syndicated research programs and white papers focusing on topics such as social media and new energy technologies.

current statuson track to become Top 100 research firm by end of first year

We Are:


The Definitive Difference

9

Research is critically important – but often doesn’t deliver Millions spent with mixed, sometimes inaccurate/irrelevant results

Projects bleed into one another producing report after report Data comes and goes but rarely provides clear actions for bottom line results

The DEFINITIVE Difference

What would happen if research could directly lead to growth?

Rese

arch

Rep

orts


10

Business Strategy

Business Intelligence

Market Research


Move beyond data to insights in terms of dollars /market shareIdentify the impact of alternative actions on business financialsDeliver tools for planning and making decisions, both strategic and tactical

What if the right mix of people and domains were configured together,in just the right fashion, so that something new emerges?

Business

Strategy

BusinessIntelligenceMar

ket

Rese

arch


11


Example 1: How much will the Brazilian mobile phone market be worth to us as a newcomer?

Business Strategy


Market Research

Business

Strategy

BusinessIntelligenceMar

ket

Rese

arch

Traditional

New

Market Research would say:“Our survey said that 27% of Brazilians plan to buy a mobile phone in the next year”

Business Intelligence would say:“Customer profitability in developing countries is half that of developed countries”

Business Strategy would say:“Brazil will become the leading cell phone user in Latin America by 2012 – .9 probability”

We found:

Integrated Insights That Drive Decision-Making

Potential annual revenue: >$750MStrategy A: Maximize profit to $200M; achieve 12% market shareStrategy B: Maximize market share to 25%; achieve $90M in profit


12

TYPICAL MARKET RESEARCH FIRM

Product A tests better than Product B

Users of competitive brands prefer Product A over Product B, but neither would increase share by more than 2%

Existing users also prefer Product A – but less than 5% would purchase again or upgrade unless price is severely dropped, hurting revenue

DI RECOMMENDATION:Consider a new alternative


Example 2: Should I introduce Product A or Product B?

Business Strategy


Market Research



Involved Senior TeamNo bait and switchPartners/Directors lead the work from beginning to end

ExpertiseReal world problem solvers and experts in:Market segmentation, buyer behavior, purchase drivers, media mix, marketing mix

Service Beyond ReportWe stay with you until the problem is solvedThe report does not define our relationship

Business Experience Our people have been both line executives and researchersWe’ve solved problems for world class companies for years

Business Strategy


Market Research

Results That Lead To Verifiable PayoffDirect impact on profit and shareInsights in the language of business metrics


What We Do

15

What We Do

toughest and most fundamental business questions

sweet spotYOUR

OURMarket Structure

Offer Optimization

Customer Experience

Market Composition

Communications & MediaWhat compelling message do we need to deliver to stand above the noise and drive customer action?

How do we identify and use market and customer differences in ways that optimize development and marketing efforts?

How do we determine what the market wants and keep up with market changes and dynamics better than our competitors?

What product development, portfolio, pricing and channel strategies will maximize market share, revenue and profit?

How do we enhance customer satisfaction and experience to increase loyalty and fend off competitive threats?

How do we leverage customer data to identify the most lucrative customers, and find more like them?Database Analytics


16

What We Do

We’re agnostic about which techniques to use, as long as they’re the right ones

Customer AnalyticsCustomer Profitability AnalysisCustomer Attrition AnalysisResponse ModelingCustomer Segmentation

Marketplace ResearchBuyer Behavior & Purchase DriversMarket ForecastingMarket SegmentationCompetitive Landscape

Experience & Messaging ResearchCustomer Experience AssessmentSatisfaction / Loyalty DriversTransaction / Service DeliveryPositioning / Messaging

Product ResearchConcept Testing / RefinementDevelopment / OptimizationMarket Simulation / SizingPricing Impacts

Just a few examples:


17

Channels / ResellersPartnersEmerging MarketsMedical Providers

What We Do

Ability to reach the toughest audiences.

Business to BusinessLOB / Business Decision-MakersIT / Technical Decision-MakersC-Suite/Executives/OwnersEnd UsersSOHO / Small / Medium / Large Enterprise

ConsumerUsersEarly AdoptersGamersStudentsSpecialty Patient Populations


18

What We Do

IT Audience Expertise

• CIOs• IT decision-makers• Security decision-makers/CSOs• Developers• Technical decision-makers• Data warehouse managers• Data center managers• Database administrators• LOB / Line of business managers• Channels / VARs• SOHO / Small/ Medium / Enterprise• Computer end users / owner s/ buyers• Hobbyists (music, photo, video, etc.)

IT Content Experience

Server-Related & Cloud Computing• Infrastructure SW• Virtualization• Hosted services• Biz Continuity / DR• Managed Services• Security

Mobility & Productivity

• Productivity SW• Mobile Phones• Search

Other• Developer tools• Support services• Compliance• Digital Media• Mapping SW

Communications• Unified comm• Collaboration• Telephony

Expertise in a wide range of IT-related audiences and content areas


19

Market Simulators let you build different offerings and instantly estimate market response

1Use simulator dashboard to specify your offering, your price, and the competitive set:

Product A Product B Product C

Screen Size Small Medium Large

Battery Life 6 hrs 4 hrs 2 hrs

Price $500 $700 $600

Instantly see a variety of useful metrics…2

Product A; 47%

Product B; 28%

Product C; 25%

Customer Preference

$300 $400 $500 $600 $700 0%

10%

20%

30%

40%

50%

Demand Curve

Product AProduct BProduct C

What We Do

advanced tools


20

2005 2006 2007 2008 20090%

20%

40%

60%

80%Market Share

2007 2008 Significant Change

Market Share 48% 62% YesSatisfaction 86% 92% Yes% Use Daily 74% 76% No

Automate yearly trending and statistical testing

Online dashboard allows you to pick the view of results you want to see:

Country Age Gender Segment

√ USA □ 18 - 34 □ Male √ Beginner

□ UK □ 35+ √ Female □ Advanced

□ Total √ Total □ Total □ Total

What We Do

Online reporting tools provide quick/easy access to results and are extremely useful for phased or multi-country studies

advanced tools 1

And instantly download or review results online2


21

Continued support and consultation after an

engagement helps maximize use of insights provided

Experienced team-based approach leveraging

formalized processes and past learning

Analysis &Reporting

ContinuedConsultation

Staff with extensive client experience & relationships

Dedicated ClientService Teams

Better quantitative resource access, quality and price

“Green Fields”Operation & Production

ProjectManagement

MarketingScience

Sophisticated analyses (e.g., segmentation, trade-off

analyses) handled in-house

Partnerships enable automated data connectivity

to enhance data delivery speed and quality

What We Do

partnerships not projects: consultative engagement modelHow we work with clients keeps them coming back to us


22

We have chosen to outsource data collection and tabulation after extensive analyses, reviews and “test drives” of alternative options.

This model was selected after a year-long evaluation of both the advisability of outsourcing as well as possible partner options directed by our senior staff at a previous firm.

Our implementation includes strict and specific process guidelines and SLAs.

We believe that outsourcing these very specific areas represents a better solution than building that capacity in-house, and allows us to scale quickly to accommodate extremely large engagements.

We have direct experience with our selected partner firms, both on current and completed projects as Definitive Insights and at a previous form.

What We Do

data collection & tabulation


Next Steps

24

Next Steps

What are the most significant strategic issues you’re facing now?How have you attempted to address them so far?What has/hasn’t worked and why?What critical pieces of information do you need to move forward?Are you aware of what information you need or what insights are missing? If we could offer you a “magic bullet” insight, what would that be?

Let us give you a point of view and help share the load on your toughest business problems


25

601 SW Oak StreetPortland, OR 97205

Tel: (503) 575-7630 Ext. 820Fax: (503) 575-7630

[email protected]

www.definitiveinsigts.com

Next Steps

Contact


mailto:[email protected]

http://www.definitiveinsigts.com/

Key Staff & Bios

27

ManagingPartners

Partners

Research Directors / Managers

Research Specialists

David Lineweber Doss Struse Brian Cavoto Ben Kim-Gervey

Sabrina Lomeu Meredith LindScott Perretta Agnish Chakravarti

Aaron Lee Lisa Albrecht Dan TochenJenn Murray Allison Shellaway Erin Crane

John Whaley

Kellie Helm Charlie Gerringer

Key Staff


28

David Lineweber, PhDManaging Partner25+ yrs experience. Head of Research at Cambridge Reports; Lead Energy

Practice at National Analysts - Booz Allen. President at Primen & Momentum Market Intelligence. BA, University of Delaware; PhD, Stanford University

Senior Staff

Doss StruseManaging Partner25+ yrs experience. Lead Strategy, Marketing, Pricing & Product Dev. for AC Nielsen.

MI Head at AC Nielsen, General Mills, Nestle, Carnation, Oscar Mayer. CEO, Research International. BA, Princeton; MA, University of Michigan

Brian Cavoto, PhDManaging Partner20+ yrs experience. Expert consultant for SPSS. Head of custom research for Harte-

Hanks Market Intelligence. Launched online qualitative and quantitative research software for DiscoverWhy.com. BA, University of Connecticut; PhD, Tufts University

Ben Kim-Gervey, PhDManaging Partner15+ yrs experience. Expert in media, technology, health/ pharma and public sectors.

Sr. Partner at Momentum Market Intelligence. Research Director at Hall & Partners and Martin Hamblin-GfK. BA, Columbia University; MA/MS/PhD, New York University

Scott Perretta, PhDPartner12+ years experience. Expert in both qualitative and quantitative approaches, with

focus on information technology. Principal, Momentum Market Intelligence. Director, Gartner Custom Research. BA, Cornell University; PhD, Cornell University

Meredith LindPartner15+ yrs experience across wide range of industries. Principal, Momentum Market

Intelligence. Director, Gartner Custom Research and MORPACE International. MRA guest speaker. BA, University of Michigan; MBA, Michigan State University

Sabrina Henderson Lomeu Partner15+ yrs experience with expertise in pharma, energy, financial and Information

technology sectors. Partner, Momentum Market Intelligence. Research Director, Market Strategies, Inc. BA, University of Oregon; MA , University of Michigan

Agnish Chakravarti, PhDPartner12+ yrs experience across both supplier and client sides. VP, MarketTools. Director,

Momentum Market Intelligence. Researcher at Microsoft; responsible for best practices in product satisfaction. BA/BS, University of Arizona; PhD, Stanford University


29

Doss Struse

Headed Market Research and Information departments at General Mills, Carnation, Nestle, Oscar Mayer

Head of Strategy, Marketing, Pricing & Product Development for A. C. Nielsen

Introduced software products to automate analysis and decision-making by line managers: Spotlight, Promotion Simulator, Sales Advisor I & II, Nielsen Workstation.

CEO at Research International USAGrew the business from $15M to $50M in 3 years

Founded Lightspeed panel business

SVP Marketing for Knowledge NetworksGrew revenues from $0 to $34M in 2.5 years

CEO Momentum Market IntelligenceWith the named colleagues grew the business 4X

Managing PartnerBA | Princeton UniversityMA | University of Michigan

601 SW Oak Street

Portland, OR 97205

(503) 575 7630 [email protected]


30

Brian Cavoto PhD

Consultant for Chicago-based SPSS, providing research and statistical expertise to commercial, academic and government clients through public courses and on-site consulting

Launched software to conduct qualitative/quantitative online research for Boston-based DiscoverWhy.com (now Reactions & Opinions Inc)

Headed custom research business for San-Diego based Harte-Hanks Market Intelligence

Moved division from money-loser to a growing business with a 35% pre-tax margin

Helped develop Microsoft account to $4-5M annually during tenure at Momentum Market Intelligence

Managing PartnerBA | University of ConnecticutPhD | Tufts University

601 SW Oak Street

Portland, OR 97205



31

David Lineweber PhD

Head of a research group at Cambridge Reports

Head of the Energy Practice for National Analysts - Booz Allen

Member of core leadership team for custom market research for Hagler Bailly - Cap Gemini

President / CEO of PrimenLed the core group starting up this new market research entity serving the utility industry

President Momentum Market IntelligenceOne of the leaders of 4X growth since 2003

Managing PartnerBA | University of DelawareMA/PhD | Stanford University

601 SW Oak Street

Portland, OR 97205



32

Ben Kim-Gervey PhD

15+ years experience as a researcher and consultant providing marketing intelligence services to clients in the media, technology, healthcare/pharmaceutical, public and FMCG/CPG sectors.

Senior Partner at Momentum Market IntelligenceFocus on developing and maintaining Forrester Research partnership

Research Director at Hall & Partners Healthcare USAFocus on international product development and extension, branding and communications research programs for ethical pharma, device and associated healthcare companies

Research Director International Divisional Director at Martin Hamblin-GfK

Focus on new product development and product / molecule profile optimization

Most recent academic publication focused on motivated information search strategies and appeared in the journal Motivation and Emotion

Managing PartnerBA | Columbia UniversityMA/MS/PhD | New York University

601 SW Oak Street

Portland, OR



33

Sabrina Henderson Lomeu

15+ years experience as a researcher/consultant providing custom market research services to clients in in pharma, energy, finance and information technology sectors

Expertise in the creative application of quantitative and qualitative methodologies; specializes in complex, multi-phased international projects addressing a variety of market research questions

15+ years experience as a qualitative facilitator

Partner, Momentum Market IntelligenceKey player in managing and growing pharma account to $1.1M annually

Research Director, Market Strategies, Inc.Key player in winning a preferred vendor partnership with IBM Global Services, yielding $2.5M in its first year

Survey Statistician, Center for Survey Methods Research, Census Bureau

Research Associate, Institute for Social Research, University of Michigan

PartnerBA | University of OregonMA | University of Michigan

601 SW Oak Street

Portland, OR 97205



34

Scott Perretta PhD

12 years experience leading custom research and consulting engagements and advising Fortune 100 information technology clients with focus on hardware, software, communications and services

Diverse experience includes new product development, pricing, market sizing/simulation, brand equity, customer experience, segmentation, messaging/positioning, industrial design evaluation

Equally skilled in both advanced quantitative and qualitative techniques; strong ability to merge the two into unique market understanding

Expert qualitative facilitator with 500+ focus groups and 1,000+ interviews conducted throughout The Americas, EMEA & Asia/Pac

Previous experience:Principal at Momentum Market Intelligence

Director at Gartner Custom Research

Applied decision-making and consumer behavior research

PartnerBA | Cornell UniversityPhD | Cornell University

601 SW Oak Street

Portland, OR 97205



35

Meredith Lind

15+ years experience providing custom market research and consulting services to clients in a variety of industries, with focus on technology marketplace for past 10 years

Specializes in designing and managing complex studies which leverage both qualitative and quantitative approaches; 10+ years experience with focus group moderation in the US and internationally

MRA guest speaker on using MaxDiff and Qsort as alternatives to scale metrics, and how to incorporate ‘quantitative’ structure into qualitative analysis

Forrester guest speaker on using a variety of research techniques to support business/marketing decisions

Previous experience:Principal at Momentum Market Intelligence

Research Director at Gartner Custom Research

Project Director at MORPACE International

PartnerBA | University of MichiganMBA | Michigan State University

601 SW Oak Street

Portland, OR 97205



36

Agnish Chakravarti PhD

Experienced research professional across supplier, client and academic sides.

Vice President, Microsoft Account, MarketTools Inc.Principle executive responsible for client development at Microsoft Corporate Market Research Group and other independent units

Research Director at Momentum Market IntelligenceDeveloped and managed key relationships at Microsoft across full lifecycle of engagements

Research at Microsoft CorporationDeveloped and managed research agenda for multiple product lines; responsible for best practices in product satisfaction and experience research

Published academic researcher and highly rated teacher for Market Research and Consumer Behavior at Kellogg Graduate School of Management and University of Washington

PartnerBA/BS | University of ArizonaPhD | Stanford University

601 SW Oak Street

Portland, OR 97205

(206) 818-9938 [email protected]


37

Aaron Lee

Over 10 years experience conducting custom research projects within the technology marketplace

Specializes in complex international quantitative studies utilizing a diverse range of methodologies

Focus on choice modeling, market segmentation, behavioral drivers, product satisfaction, pricing and purchase behaviors

Qualitative interviewer and focus group moderator, with experience throughout North America, EMEA and Asia/Pacific

MRA guest speaker on MaxDiff and Qsort as alternatives to traditional scale metrics

Co-authored ESOMAR paper on improving qualitative applications of Van Westendorp’s Price Sensitivity Meter

Previous experience:Research Director at Momentum Market Intelligence

Research Manager at Gartner Custom Research

Research DirectorBA | University of OregonMBA | Willamette University

601 SW Oak Street

Portland, OR 97205



38

Lisa Albrecht

15 years experience conducting custom research for a range of industries including technology, energy/utilities, financial services, healthcare/pharma, and consumer goods and services

Deep experience in both quantitative and qualitative methodologies, specializing in complex, multi-phased international projects

Expert moderator skilled in working with both business and consumer audiences.

Areas of focus include customer satisfaction and loyalty, marketing/branding communications assessment new product/concept development and optimization (including discrete choice), customer wants and needs exploration, market sizing, pricing, purchase decision making, and website usability

Previous experience:Research Director at Momentum Market Intelligence

Study Director at Market Strategies International

Research DirectorBA | Hampshire College

601 SW Oak Street

Portland, OR 97205



39

Allison Shellaway

Five years experience supporting and managing custom research, primarily in technology sector

Experience includes both quantitative and qualitative approaches, with particular focus on customer satisfaction, concept testing, behavioral and market segmentation, and pricing analysis

Research Manager at Momentum Market IntelligenceManaged a broad spectrum of custom qualitative and quantitative research projects, in partnership with Forrester Research

Research Associate at MarketToolsManaged full service research engagements with Microsoft, Strategyn and MRM

Senior Market Research Analyst at Ipsos LoyaltyWorked closely with team and client to execute large-scale, complex customer satisfaction program, with particular focus on offline and online report development, task management, quality assurance and thought leadership

Senior Research ManagerBA| Michigan State University

601 SW Oak Street

Portland, OR 97205



40

Dan Tochen

Deep experience leading custom research engagements with focus on utilities and technology

Expertise in both qualitative and quantitative methodologies.

Example projects include a pricing study for a large metropolitan electric utility, store optimization for a video rental chain and focus groups to test new product concepts for a leading financial services firm

Project Director at Gartner Custom ResearchManaged worldwide customer satisfaction tracking study for a Fortune 100 networking and telecom company

Covered technology and electronic entertainment markets as an analyst and journalist.

Co-author of white papers on business trends and consumer behavior in Japan’s Internet-enabled cellular phone market

Covered Tokyo Game Show, E3 and GDC as correspondent for Gamespot.com

Speak/read/write Japanese

Senior Research ManagerBA | Wesleyan UniversityMBA | University of Washington

601 SW Oak Street

Portland, OR 97205



41

Erin Crane

Five years experience managing and supporting custom research projects, with specific focus on the technology industry

Skills across a variety of both quantitative and qualitative approaches, with particular focus on segmentation, discrete choice, packaging and pricing, habits and practices, and market sizing analyses

Experience in managing both domestic and large scale, international studies

MRA guest speaker on incorporating a ‘quantitative’ structure into qualitative analysis

Past experience:Research Manager at Momentum Market Intelligence

Academic research background in Social Psychology

Educational background in Sociology, Social Psychology, and Research Methodology

Senior Research ManagerMS| Bowling Green StateUniversity

601 SW Oak Street

Portland, OR 97205



42

Jenn Murray

4 years experience supporting custom market research and consulting engagements for clients in a variety of sectors

Work includes projects for clients in utilities, medical diagnostics and pharmaceuticals, financial services, information technology, telecommunications and consumer entertainment industries

Experience with both quantitative and qualitative approaches addressing customer satisfaction and loyalty, customer segmentation, new product development, concept optimization, pricing, messaging/positioning, etc.

Past experience:Associate Research Manager at Momentum Market Intelligence.

Academic research background in Cognitive Psychology.

Educational background in Psychology, Sociology, and Communication Studies

Research ManagerBA| University of Portland

601 SW Oak Street

Portland, OR 97205



43

John Whaley

3+ years experience supporting and managing all facets of custom research

Serves a variety of industries with emphasis on pharma and medical diagnostics as well as utilities and information technology

Experience across a diverse set of methodologies:Qualitative research experience includes new product development, product messaging, ad testing; moderation of focus groups and in-depth interviews

Quantitative research includes emphasis on customer satisfaction, pricing analysis and market segmentation

Past experience: Research Manager at Momentum Market Intelligence; supported and managed a broad spectrum of custom qualitative and quantitative research projects, many in partnership with Forrester Research

Author of textbook chapter on Music Psychology published by Oxford University Press

Research ManagerBA| St. Olaf CollegeMS| Keele University (UK)

601 SW Oak Street

Portland, OR 97205



44

Charlie Gerringer

12+ years experience conducting advanced data analysis with extensive experience with:

Experimental design, discrete choice modeling and maximum differencing scaling (hierarchical Bayesian)

Market segmentation (latent class cluster analysis)

Generalized linear models (e.g. OLS, logistic, multinomial regression)

Multivariate statistics (e.g. principal components analysis, exploratory and confirmatory factor analysis, structural equation modeling)

Time series (frequentist and Bayesian)

Presenter, Marketing Dynamics 2009 Conference in Hamilton, NZ

Utilizing Survey Data to Augment Revenue Forecast Accuracy in Volatile Middleware Market.

Expert with SAS, R/S+, SPSS, and Sawtooth products

Senior Market ScientistBS | University of Texas at AustinMS | Oregon State University

601 SW Oak Street

Portland, OR 97205



45

Kellie Helm

5+ years experience managing qualitative recruiting and on-site logistics for focus groups, in-depth interviews and online methodologies

Extensive U.S. and international project management experience

Established partnerships with 100+ research partners across the world to meet variety of research needs

Strong project management skills used to assist all members of DI staff at all levels across the company

Work spans numerous industries including utilities, financial services, information technology, and healthcare/pharma

Past experience:Logistics/Office Manager and Benefits Administrator at Momentum Market Intelligence

Office Manager at Market Strategies

Logistics Manager

601 SW Oak Street

Portland, OR 97205



Slide 1

Business

Transcript of Slide 1