P R O T E A N S T R A T E G I E S I N C .80 CUMBERLAND STREET • 1503• TORONTO • M5R 3V1(416) 967.3337 • FAX (416) 967-2728 • WWW.PROTEANSTRATEGIES.COM

An introduction to Protean Research

*Protean pro·te·an (prō'tē-ən, prō-tē'-)

adj.

Readily taking on varied shapes, forms, or

meanings.

Page 2Page 2

“In a Protean* world where how people

behaved yesterday is not how they behave today

and will not be how they behave tomorrow,

we need a Protean * approach to how we listen

to them, talk to them, and understand them”

Page 3

Contents

Overview of who we are and what we believe 4

Our approach to market research – the Protean difference 8

Research services and products 14

Clients 15

Appendices

Proteanprediction© collective wisdom engine 17

Inner Directives® psychoanalytics and archetype studies 30

Contacts and links 33

Who we are and what we believe

Page 5

Different ways of looking at challenges

Different questions to ask different people

Different interpretations and different insights

Differentiated brands, communication, companies

We are obsessed with difference

Page 6

We help the solution to find you

Rain-ma-ker (rAn'mA"kur)

A person, who causes it to rain, not by making it rain, but by bringing together the

environmental, human and spiritual components that together make the perfect

conditions for the rain to fall.

Strategic Rainmaking™

Creating an environment of knowledge, enthusiasm and commitment that crystallizes

strategic solutions and brings them to the forefront.

Page 7

Our approach is versatile, variable and fluid

*Reference to “The Wisdom of Crowds” by James Surowiecki, Anchor Books, 2004

We make the conditions right so it wants to rain.

and we rely on the wisdom of the crowd*

close

partnership

frequent

workshops

and updates

fluid and

organic

approach

nobody

knows what

they don’t

know

everybody

contributes

equally

the

marketplace

reigns

supreme

| brand | operationalize

Our approach to research:

the Protean difference

Page 9

What we believe: about market research

We don’t know what we don’t know

If we ask the same questions of the same people in the same way, we’ll

get the same answers

What we get out of it depends on what we put into it

Research doesn’t make decisions, it provides learning to stimulate thinking

out of the box thinking comes from out of the box learning which comes from out of

the box research

Page 10

Protean approach to understanding Protean people

Empathetic understanding -- stepping outside ourselves and walking a mile

in their shoes brains

Extrinsic and intrinsic investigation -- listen to how they behave and listen to

who they are

Predictive conclusions – develop hypotheses and theories, backed by solid

information, on how people may respond to situations,

stimuli and change

Page 11

“Google Earth” view of the brain

Page 12

Mapping our path through brains

Page 13

Getting to predictive conclusions

brain dump – bring all the relevant information into a room filled with everybody

who has a stake in the outcome

capture the collective wisdom of the group -- under strict guidelines (everybody has a

stake; a variety of points of view, no explicit or implicit pressure),

allow hypotheses, innovations, ideas, concepts, etc. to

crystallize

evaluate and confirm – using Proteanprediction collective wisdom

engine to leverage the magic of the crowd and predict probabilities of

various outcomes

Page 14

Full range of methodologies

Project design, management

and execution

Qualitative consumer insights

Moderating

Psychoanalytics/Archetype

Studies

Ethnographic,

anthropological studies

Semiotic and linguistic

evaluations

Brand equity studies

Category

U & A studies

Prediction Markets

Communication

Evaluation and

Testing

Innovation

Screening

Concept Testing

Etc.

Clients

Page 16

Clients whom we have helped “make it rain”

Automotive

General Motors (all divisions) Lexus Mitsubishi Nissan Canada

Business to Business

Dell Canada Deloitte Consulting Sentry Capital Management Fairmont Hotels and Resorts Fleetcorp IBM ING Objectivity Systems OIC Publications Pattison Outdoor Rogers Communications Inc. Scotia McLeod

Consumer Package Goods

Brita Corby’s Campbell’s Soup Company Energizer Batteries Knorr (Unilever) Linsey Foods Mark Anthony Group (Wines and spirits) Mars Motts (Clamato Juice) Pepsi Frito-Lay Procter and Gamble Splenda

Financial Services

TD Canada Trust H&R Block ING Canada Presidents Choice Financial RBC Scotiabank Wells Fargo Bank VISA Allstate Insurance American Express Amicus CIBC

Communication Agencies

BBDO DDB Canada Draftfcb LA Ads Leo Burnett MacLaren McCann Perennial Ogilvy Wonderman Y&R AJ Clean Sheet

Foodservice and Hospitality

and Travel

Canadian Tourism Commission Delta Hotels Fairmont Hotels and Resorts Fallsview Casino

Foodservice, Hospitality and Travel (continued)

Metropolitan Hotels Ontario Lottery and Gaming (OLG) Prime Restaurants Travel Gay Canada KFC (US)

Government and Not for Profit

Canadian Liver Association Canadian Marketing Association Elections Ontario Food Banks Canada George Brown College Ontario Government

Ministry of Economics and Development

Ministry of Research and Innovation

Toronto Region Research Alliance (TRRA) Wellesley Institute Bell Mobility Dell Canada GM Dealer Associations GM Goodwrench Grand and Toy Hazelton Clubs Holt Renfrew Liquor Control Board of Ontario (Retail liquor stores) Mac’s Convenience Stores Rogers Communications Inc. Sears Canada Shoppers Drug Mart

a marketing tool for today’s changed world

Proteanprediction

collective wisdom engine

Page 18

Briefly

Leverage the wisdom of crowds to evaluate innovations, concepts,

messaging, strategies, advertising copy and ideas

Prediction Markets are a means of aggregating the inherent

wisdom of the crowd in order to predict an outcome

Prediction Market theory applied to consumer research is a powerful, technique that

enables marketers to evaluate multiple ideas quickly, effectively

and reliably

Proteanprediction Collective Wisdom Engine is a simplified,

streamlined tool based on prediction market theory

Page 19

A marketing tool for today’s changed world

Allows people to participate in marketing decisions

Talks to them at the speed they are used to

Allows people to apply their marketing savvy

Gives them a respite from complexity by offering them simple ways to

make their opinions known

Credits them being consumer-kings

Page 20

The underlying premise

Two simple yet profound tenets

ask what they think other people would do, not what they would do

reward them for getting it right

One complex and profound tenet

apply prediction market algorithm to weight the responses

Page 21

Simply what you need to know

why?

will it work?

Page 22

Prediction market core

You said that more people

would say that [Insert:

Campaign Favourite] would

make them want to buy

BRANDX. Why do you say

that?

If we asked 100 people like yourself

which of the two advertising

campaigns you have just seen will

be most likely to make them want to

buy BRANDX how many would say

Campaign A and how many would

say Campaign B and how many

would say Campaign C

Page 23

Plus: tailored to the needs of every project

questions

demographic and behavioural screening questions

pre-exposure brand and competitive awareness and preference

post exposure preference

full range of diagnostic testing

sample

customer lists, hand raisers, brand enthusiasts

on-line panel

any other source

Page 24

Prediction market difference

Traditional Quant Study Proteanprediction

Remove Bias Subjective personal opinions

focused on what people

think other people

would say, not their

narrow personal biases

People are better at predicting

the behaviour of others than

their own behaviour

Engage

respondents

Respondents rewarded for

completing the survey, not

honesty or accuracy

respondents are rewarded for

thinking about the

question and being

right!

Page 25

Prediction market difference

a more nuanced outcome

29.2%

26.8%

16.7%

14.8%

12.5%

33.4%

24.0%

14.5%

16.9%

13.9%

29%

20%

13%

13%

21%

-10.0% 5.0% 20.0% 35.0%

Statement D:

Statement C:

Statement B:

Statement E:

Statement A:

Comparison ProteanPredictionvs. Average Responses

Market Result

Average

Average of"favourite "concepts

Looking at the results of this

actual study, the deeper

nuance of ProteanPrediction

can be clearly seen.

Using the average value for

each statement (Red) would

have lead to a conclusion

that Statement D was far and

away the best idea.

Using the percentage of the

sample that selected each

statement as their “favorite,”

(Green) dampens “D” ‘s lead,

but changes the picture for

the number two position – “A”

is now equal to “C”

In the ProteanPrediction

(Blue) result, the difference

between the lead and second

closes significantly, indicating

that the market place has

very nearly as much “heart”

for “C” as they do for “D”

Page 26

Simple straightforward reporting

Page 27

Simple straightforward reporting

Page 28

Visual analysis of open ended question

Comments about Statement ATotal sample

Page 29

• Iowa Electronic Markets: political predictions more accurate than the

most accurate polls at least 75% of the time

• Hollywood Markets: Predict box office receipts

• Used by: Google, Hewlett Packard, Wrigley (Global); Kraft; GE;

Microsoft; Intercontinental Hotels Group; GM’ etc.

Widely used

T H E B A Y C H A R L E S C O N S U L T I N G G R O U P L I M I T E D

80 CUMBERLAND STREET • 1503• TORONTO • M5R 3V1(416) 967.3337 • FAX (416) 967-2728 • WWW.BC3STRATEGIES.COM

Understanding the subconscious relationship between consumers and brands

Inner Directives®

Page 31

Inner Directives®

• Proprietary research approach

• Proven psychoanalytic technique in combination with traditional consumer

research

• Explores and interprets subconscious level of consumer and brand

perceptions and behaviour

• One on one interviews conducted under clinical conditions by a clinical

psychoanalyst Meyers Briggs self complete test as a window into

understanding typology, archetypes and mythological narrative

• Combined with one or more qualitative techniques• Focus groups, in-home interviews, ethnographic observations, in-store interviews

and shop-alongs

• Helps explain attitudes and beliefs that underlie behaviour

Page 32

Inner Directives: Delivering deeper insights

What you gain

Deeper insights into attitudes and behaviours that consumers are unwilling or unable to express

What you learn

How and why consumers buy

How consumers experience “experiences”

How consumers focus attention, acquire information, make decisions and orient to outside world

What you get

Completely new understandings of consumer relationships with

categories and brands

More connected and relevant approaches to delivering brand

experience

Entirely new ways of thinking about positioning and

communication platforms

For more information on

Protean Strategies

call Laurence Bernstein 416 967-3337bernstein@Proteanstrategies.com

www.Proteanstrategies.com