The MRD Story MRD The Market Research Department

The MRD Story MRD = The Market Research Department Your Full Service Research Provider MRD was created to provide best-in-class, implementable solutions through the intentional combined skill sets of our team members. 2

Our Multidisciplinary Philosophy The market research industry is evolving and MRD intends to be a driving force in this change. Never before have there been so many different types of relevant data, and MRD works with all of them – qualitative and quantitative – to meet your BI needs. Think market research meets data science meets strategy consulting all wrapped up in designworthy deliverables. market research y g e ng t a str sulti n co ed c an ics v ad alyt an visual design 3

Business Intelligence Focus MRD team members are industry analysts as well as researchers, and our focus is business intelligence. Our engagements always start with a meeting of the minds, including all relevant project members, to fully understand your business model as well as the competitive landscape your business exists in. We’ll work hand-in-hand with your key stakeholders to ensure our work delivers insights and thought leadership framed in the context of the industry you operate in. 4

A Few Points of View We’ll be the first to admit that we’re a pretty opinionated group. Our opinions are based on practical experience across hundreds of engagements.

Better Survey Data Drives Better Decisions NO CHEATERS By including questions in our online surveys that include one impossible but plausible sounding response category, we catch respondents who are simply filling out surveys for incentives. NO SPEEDERS When it comes to data quality, Speeders are by far the biggest problem in survey research. MRD replaces respondents who speed through surveys, and flags them for removal for future surveys. NO FLATLINERS We’ve all had respondents that answers a series of questions with exactly the same response. Not with MRD – Flatliners are flagged, removed, and replaced in all of our surveys in real time. NO SURVEY BOTS Yup, the robot wars have started - sort of. MRD maintains several methods to isolate Survey Bots from human respondents. We catch ‘em, can ‘em, and send ‘em back for scrap metal. 6

Concept Testing MRD believes that every client engagement deserves a custom solution. Our approach to concept testing is based on a combination of industry and concept development stage. Pharma/Consumer consumer Tech tech Focus Groups Quant Product Test (in-home preferred) Entertainment In-Depth Interviews Quant (feature optimization, etc. ) Product Test Retail/CPG Focus Groups, Group. Think Methods Quant (comparison testing) Ideation Refinement Pre-launch 7

Market Segmentation Our recommended approach is a mixed-methods qual/quant Offering a tangible way to understand, prioritize, UNDERSTAND approach featuring reports, personas, simulators, and workshops: and target different customer types in your industry, successful segmentation work requires PRIORITIZE focus intelligence, online advanced report & segment implementation a solid grounding in business groups survey analytics personas simulator workshop methodology, and implementation. TARGET GLOBAL EXPERIENCE The MRD team members have managed global segmentation studies of 25+ countries in 17 languages ANALYTICAL MUSCLE Expertise in advanced modeling techniques such as Max. Diff, Cluster Analysis, Factor Analysis, etc. 8

What We’ve Done We’re seasoned research experts. The following are project examples that the MRD team members have led.

Pharmaceutical New Product Development All research hinges on accurate, and targeted data. Our client needed 75 respondents out of a total world universe of 325 during Christmas. Finding The Correct Data is a skill set we have. We delivered with the correct respondents, and a few extra to spare. KEY SHAREABLE LEARNINGS Our approach to this project was to develop and deliver a survey for NGS Lab workers The methodology was new product testing on steroids The product was a new NGS device Lab directors are looking for the right combination of features. Features that increased productivity, and accuracy scored the best Features that reduce, or eliminate user errors are more likely to lead to a purchase. 10

Broadband Need Defined The state of New York wanted to access the critical need of broadband service across the state. This research was designed to implement five hundred million dollars to improve broadband service in under served areas of the state. Approach to this project was to conduct qualitative, and quantitative research across the state. This research accessed needs, and the impact of being broadband deficient. We spoke to inner-city families, farmers, business people in rural areas, and many more. We had boots on the ground in every county of the state of New York KEY SHAREABLE LEARNINGS Broadband access is needed state wide. Broadband access is related to academic success, and financial stability Broadband is a right all New York citizens deserve. It is like the phone in the 50’s 11

Global Consumer Smartphone Segmentation Our client had a big ask – “What distinct segments of smartphone users exist globally, and how can they be targeted? What features, functions, and design specifications drive adoption in the global mobile market? ” Our Approach: A global segmentation of 30, 000 smartphone users in 25 countries was conducted. Implementation workshops and segment simulator developed to convey results to stakeholders on 4 continents. Results: Segments targeted on a regional basis by matching mobile offerings from the larger brand portfolio with local phone users communication, digital entertainment, and mobile Internet needs. 12 12

Television Cord Cutters The New Frontier A major cable provider wanted to understand the cable cutter segment. What cable customer are going to internet only services, and what video options are available to them. Using our Quant/Qual process, we conducted a national survey. This included 90 qualitative respondents across the country. We talked to these respondents about what drove their survey, and their cable cutting decision. Project Implementation Results: Client recovered a quarter of the cable cutters. A tremendous result. A new bundle was created for cable cutters. A new financial model understanding the profitability of cable cutters. 13

In-Home Digital Entertainment Beta Test Client was launching an updated version of a consumer video entertainment platform and wanted to get realistic, unbiased feedback about the product from US digital entertainment consumers. Our Solution: Mobile Video Diaries 100 US respondents representing a broad cross section of age, ethnicity, income, and gender were asked to view new video platform for at least 2 hrs/day for 1 week and give feedback via mobile devices. 1 Respondents react in real time while testing new consumer video platform 2 Participants prompted to answer questions via mobile device daily 3 4 Mobile survey data and video content analyzed & compiled User Interface dramatically redesigned due to study results 14

Integrating Predictive Analytics into the SMB The promise of predictive analytics is still largely unharvested, especially outside of large enterprise organizations. Our client needed a Thought-Leadership White Paper to provide guidance on when and under what circumstances big data integration would be most successful in the SMB environment. Approach to this project was to conduct 12 IDIs (in-depth interviews) with big data experts ranging from implementation experts to analytics professionals. An additional B 2 B survey of n=300 ITDMs split across 10 key verticals provided industry-specific practice recommendations. KEY SHAREABLE LEARNINGS Executive buy-in is critical. This includes an understanding of initial use-cases. Realistic funding must be in place. (Don’t expect this to be an instant revenue generator). You must have an Empowered Champion. A single point of focus to coordinate and manage the integration & learnings. 15

Deliverable Formats Chosen to Address Your Stakeholders Compelling Reports Visually crisp, strategy-heavy reports Implementation Workshops In-person or teleconference Dashboards & Simulators Visual insights & scenario testing Custom Websites Broadcast project results to a wide audience 16

The Players Arlander has more than 20 years of market research experience, both doer and seller roles. His practical experience as a researcher enables him to speak the language of research and recommend solutions using a wide variety of quantitative and qualitative methods. Arlander also rolls up his sleeves to ensure projects meet his own rigorous standards. Arlander Card, Managing Partner Rick has spent the last 30 years focused on answering critical business issues through market research and competitive intelligence. His expertise includes customer satisfaction tracking and improvement, market share analysis and modeling, product development and testing. Rick Cabigas, Senior Partner Carlton’s brings 20 years of technical project and data management to the MRD team as well as software engineering and web design skills. Carlton handles all things related to project, data, and IT management from ensuring project milestones are met on time, survey testing and fielding management, data tabulation, and insights synthesis and reporting. Carlton Hammond, SVP Data Projects 17

The Players Liliana has many years of experience researching and marketing the US Hispanic & Latin America consumer markets. Consumer Insights, B 2 B (small and Fortune 500). Nationwide, projects include Hispanics of different origins, from Mexican residing in and beyond the West Coast, to Puerto Ricans, Cubans and Dominicans residing in the East Coast. All acculturation levels. Internationally, Latin American, ranging from Central / South America, as well as Spanish-Speakers Europeans. Liliana Caceres, VP Hispanic Market Mr. Barnhill created Market Research Department for one of the most influential multiplatform media companies in the world. His responsibilities include analyzing viewer patterns and trends (including demographics and ratings), developing consumer insights, and designing and analyzing custom audience research. Under his tenure, Mr. Barnhill created the most comprehensive suite of consumer insights on the African American population ever, “African Americans Revealed” that includes the African American Segmentation and Black Family studies as well as the research initiative that was part of the company’s reinvigorated brand that has created hits such as Let’s Stay Together. Matthew Barnhill, Consultant An award-winning marketing communications professional, she is a former vice president of the leading multicultural advertising agency where she led the strategy for the agency’s largest account and the US #1 automotive brand. Over the course of her career she has lead crossplatform strategy and investment teams on major Fortune 500 brands including Toyota, Wal-Mart, Tyson Foods, American Family Insurance, General Mills and Mc. Donald’s. Deborah Gray-Young, Consultant Glenn works with businesses and academic researchers worldwide on projects of all sizes. Client support beings with the inception of research through the application of final results to develop complete, tailor-made statistical solutions that make data relevant, insightful and useful. Glenn Stark, Ph. D Statistician, Data Scientist

Our Partners

Contact Us Arlander Card Managing Partner ac. @themarketresearchdepartment. com 816. 694. 4842 www. themarkeresearchdepartment. com