Online Market Research: Global Respondent

R. Thornton – A. Abisso Co-Managing DirectorsCiao Surveys

Founded in Munich,

Germany as a “dot com”

media company

Further recruitment

of proprietary

panels worldwide

Acquired by Greenfield

Online (NASDAQ:

SRVY)

Innovating leader in the online data collection industry.

Asian expansion.

Pioneer in online MR in

Europe: open offices

in Paris, London, Madrid

Open offices in

Amsterdam & New York

New operations

centre in Munich

Who We Are…

Acquired by Microsoft

Surveys sold to ZM

Capital(Private

Equity Fund)

Agenda

Online Research is Maturing

NAM is here

Survey respondents around the world are a limited resource and markets are maturing

You are here!

• S-Curve development• Different Maturity-Stage in different Markets• To deliver Quality Data • To be able to engage enough respondents to meet the demand (Survey Research)

To Introduce New Technology and Online Research Methods to start a new S-Curve

Online Research is Maturing

The market research industry moves fast

Consumer panels access a subset of the population and are becoming more difficult to engage.

Germany Benchmark

Russia Poland Czech Republic

Romania

Ukraine Hungary

GDP ($bn) 3.323 1.289 421 175 168

141 138

GDP per capita ($) 40.247 14.662 11.057 17.139 7.805 3.056 13.879 CPI Inflation 1,4% 12,5% 2,0% 2,0% 9,4% 9,9% 5,5%Current Account Balance (% of GPD)

4,4% 5,1% -2,8% -3,8% -9,4% 2,8% -7,1%

Exports ($bn) 1.361 365 137 113 41

47

86

Imports ($bn) 1.121 260 150 109 65

54

86

Economy Comparison (>100 bn$)

• Russia is the biggest Economy in the EEU 1.289 bn$• Russia has the biggest Import-Export 260/365 bn$• Poland has the second larger economy in EEU 421 bn$• Poland has the second larger Import-Export 150/137 bn$

Source: The Economist.com and the CIA World Factbook

Internet Users in Europe

Russia and Poland within the Top 10 Countries

Global Landscape: Conclusion

1. Russia and Poland are the countries with higher potential and are at the begin of the S-Curve

2. Consumer panels access a subset of the population and are becoming more difficult to engage

3. It is a must to introduce new Technology to engage respondent and start a new S-Curve in Mature countries

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The Internet has Change. Yet Online Panels Have Not

Respondentsjoin panel

Profile Data Stored -

Queried For Projects

Sample is selected- respondent emailed

invitation

Respondents complete survey

Run ads to solicit panel respondentsRun ads to solicit

panel respondents

• Is the value proposition of joining a panel for survey research compelling in 2008? 2009?

Respondents Feedback

Q. What, if anything, should be done to increase online survey respondent co-operation and completion rates?

Study Conducted April 2008, Market Research Careers.com

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Building the panellist experience

Respondent primary motivation to join panel is• to speak out and to be heard• to establish an on going relationship• to have a ROI for participation

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Web-based technology generates HTML and graphic communicationsA uniquely branded experience and personalized communicationsCommunity Newsletter to all members

One-to-One personalization with appealing messages

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Visual Concept EvaluatorTM

Media Evaluator

Shelf Test Flash Video

Flash and Programming

With Ciao Survey’s shelf test, respondents can browse a virtual grocery shelf just like an actual one. Based on price, product and packaging including nutrition facts, respondents decide which items to purchase

Engage respondents with the ability to not only view and react to concepts, but to edit them with this new technology

Respondents track their own emotional response to Flash video via an on-screen ranking sliding bar, providing almost frame-by-frame feedback

Flash Video starts playing quickly and provides immersive and interactive experiences

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Flash and Programming

Card Sort

Lens Magnifier

The old sort board meets online card gaming to radically improve concept, text, and graphic ranking

As respondents are presented with a concept on-screen, they can zoom in on a specific area of a package design, product ingredients, or any item they select

Page Turner

Page turner is ideal for ad recall, competitive assessments, or ad creative/placement

Express it! Suite

The Express Poll is an ideal instrument to quickly check people’s opinions and attitudes on any subject. The Express Poll is perfect for ‘hot-topics’ such as current issues, opinions about advertising campaigns, new and existing products. Submit one question with up to 10 answer choices and get the results within 24 hours

Excellent

PRODUCTS

……Everybody has excellent product.

Excellent

DELIVERY SYSTEM

……Everybody has excellent delivery System.

When the product is the same, when the delivery system is the same, what makes

your company stand out?

Excellent

SERVICE

Service is about People.

What do People have that Product and Delivery System don’t have?

BRAIN

Male Type Brain

HEART

This is the Human Side.

Way of Thinking

Way to respond to a Situation

Way to React

We need to invest on People

Best Practice: From Respondent to Client - Conclusion

1. To engage the right respondent at the right time not

using only a traditional online panel

2. To improve the Panelist experience – People make

the difference

3. Use the +

4. To invest on people

Quality Must Be The Driver

Others are following suit…

• There are a number of technologies that work at a panel, panelist, project or PC level to detect duplicate respondents

• The technologies use intelligent systems to identify a single account user with multiple emails or access points to a survey

• If cookies have been deleted we leverage our secondary “digital fingerprinting” technology via Relevant ID

Duplicate Response Detection™ (DRD)

TrueSample™

OptimusID™

Digital Fingerprint

Access Beyond Panels is Necessary

Survey takers - a subset of the general population

Non-Panel and Real-Time SamplingTM

Wirelesssurveys Panels

One Method is Real-Time-SamplingEfficient Sample Sourcing

Quality Sample Management

Optimized DataDelivery

Global Survey network consisting of websites

Traffic is driven to proprietary screener router

Demographic information collected, and respondents are screened for survey eligibility

Randomized respondent survey assignment

Fielded surveys

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Mobile Phone Applications

• Multi-Task Surveys – Give the Respondent a survey to complete while they are doing something else. For example, a respondent could be asked to participate in a survey while they are watching TV or at the grocery store.

• Mobile Diaries – A Respondent can provide information on a daily basis about a specific topic or event. For example, a Respondent who is in the market for a new car could answer daily questions about their purchasing process.

• Multi-Part Surveys – A Respondent can complete a mobile survey in two parts. For example, a respondent can be asked what they are going to do for lunch on a given day, later that day a follow-up survey can be sent to confirm and ask follow-up questions.

OR….

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Future Mobile Capabilities

GPS Enabled Phones – Imagine the ability to send surveys based on the location of the respondent?

This would be ideal for people going out to dinner. Why did you choose to eat what you did? What did you see when you got to your location?

•Mystery shopping•Reality Mining

Thank You!