Global Research Partners 300 North Coit Rd., Ste 1250

Richardson, TX 75080

Ray Barber, President Ray.Barber@globalresearchpartners.com

972-851-7476

Jacob Ratner, Senior Account Executive jratner@globalresearchpartners.com

214-893-8486

An Introduction to Global Research Partners

Brand Strategy, Equity & Product Development Methodologies

About Global Research Partners

Consumer Packaged Goods Retail Restaurants Other

• Global Research Partners (GRP) is a recognized marketing research leader committed to building confidence, trust, respect and long-term partnerships with its clients

• Our job is to provide clients with insights that drive business decisions, and along the way to turn our clients into “stars” within their own organization

• We love what we do and are passionate about it

• We are relentless in our quest for insights and have an insatiable curiosity

• GRP is flexible, dependable and regularly exceeds clients’ expectations

• When it comes to quality, value and speed – pick any three!

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Solutions for Brand Strategy

MarketScaping Comprehensive research to quantify brand position, customer acquisition & retention

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Provides strategic guidance for your brand:

• See how customers are acquired & retained

• Balance your resources and focus between customer acquisition, satisfaction & retention

• Identify the key drivers critical to trial & repeat business in your category

Provides tactical guidance to marketing and operations:

• Define the purchase decision process

• Benchmark your brand vs. the competition

• Identify “need gaps” in the market

• Provide a roadmap for marketing

communications planning Loyal, High-Value

Brand Ambassadors

Universe of Potential Customers

Brand Health Tracking with EquiTrak™ Getting ahead of the curve on Brand Health

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Provides a regular monitor vs. competitors on key brand metrics: • Brand Awareness, Familiarity & Consideration • Value Perceptions & Brand Performance • Brand Image (among current & prospective

customers) • Purchase/Transaction Frequency • Repeat Purchase Intentions/Plans to Continue

Relationship

Provides insight into . . . • Key image drivers of brand equity • Key performance drivers of brand equity • Impact of changing message mix or media • Image and performance gaps versus competitors • Blueprinting “next step” communication plans

Segmentation You Can Actually Use

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Our segmentation philosophy – every project is unique:

• No “Black Box” approach – for a segmentation to be accepted and integrated into your marketing organization the methods & analysis must be custom fit to your goals

• We combine technique with experience-based insights to deliver superb segmentation to drive strategic planning

• Technical talent and analytical tools alone are not enough; great segmentation is both science and art

GRP segmentation research is designed to deliver actionable segments that are:

• Distinct – segments defined by meaningful variables

• Sensible – segments you can wrap your mind around

• Identifiable – segments you can target in the real world

• Substantial – segments that are financially viable

GRP constructs segments that dovetail with your business objectives

Online Qualitative – Dig Deeper, Save Money Combine powerful tools with GRP’s marketing-savvy moderators Stay involved with every aspect, right from you desk

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Bulletin-board-style online focus groups: • A powerful alternative to traditional groups, IDIs

or phone interviews • Save expense & distraction from traveling • Recruit a geographic mix to avoid regional biases • Attract up-scale, busy and tech-savvy

respondents often missed by facility lists

Digital advantages: • Discussion guide is drafted online, easily

modified even mid-study • Keep constant contact with your moderator,

probing on all responses of interest • Include any kind of multi-media stimuli, or have

respondents upload their own pics & videos • Avoid influence from “dominators” as

respondents give their own answer before seeing each other’s comments

• Instant transcription of all responses

Participants can respond to multi-media stim, or upload pictures or video responses of their own

Solutions for Product Development

Optimize Your Products, Services & Prices

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GRP has a strong toolbox to optimize all aspects of your products & services

GRP offers a suite of solutions to help optimize products/services across your portfolio

• PriceSet™ - Create an ideal pricing strategy for a

single product or across multiple products

• PowerLine™ - Identify the perfect combination of offerings to include within your product line

• VALOR™ - Quantify your brand’s value proposition, price premium and consumer perceptions

• Find the optimal configuration of product features, brand, price and positioning with custom Discreet Choice and Conjoint Analyses

Customized Concept Testing An innovation testing protocol that meets your needs, today & long-term

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Great concept testing does more than identify the best ideas; it also… • Provides scores that are comparable over time • Compares concepts to your past successes and

your competitors’ innovations • Gives an indication of the size of the idea • Tells you why the idea is good

GRP will develop a custom solution that meets your risk-to-rigor needs, not a “turn-key” method • Concept testing can provide in-depth diagnosis

of your innovation’s drivers of appeal • Sales potential, pricing and even share-sourcing

can also be built into a concept testing regime • Simpler concept screening approaches can offer

a cost-effective way to rank many ideas based on consumer appeal

Hassle-Free Home Usage Testing Let GRP manage your HUTs & iHUTs, from recruitment to fulfillment to analysis

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GRP has years of experience managing home usage tests for diverse products • GRP has managed in-home tests for all manner of

products, including fragile items, perishable & frozen foods

• Recruitment can be done via internet, phone, mall intercept, or using your customer lists

• Just send us your test product and we will handle all aspects of fulfillment

It’s the analysis that sets us apart • Complex as it is, getting the product to the

respondent is only half of the job; HUTs require expertly crafted research and analysis

• Careful screening and pre-usage & post-usage interviewing reveal if your product delighted the consumer or if improvements are needed

• Sales potential, market share capture, category growth and cannibalization can all be calculated based on respondents’ reaction

Pricing Research Rooted in Consumer Psychology GRP’s approach to the Van Westendorp Price Sensitivity Meter methodology

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Why not just ask?

Pricing research is notoriously difficult. It is impractical to ask survey respondents how much they would pay for an item, as consumers have an incentive to under-state their willingness to pay.

Rather than simply asking “how much would you pay”, in the VW approach, respondents are shown a product concept and then asked four questions:

1. What price would be too cheap to trust the quality?

2. What price would be a bargain?

3. What price is starting to get expensive?

4. What price is so expensive you would not consider it?

These four price points are aggregated and analyzed (Example 1). The findings provide a suggested price range and specific price points within that range where trial and revenue can be optimized (Example 2).

Solutions for Shopper Insights & Retail

The SMART Learning Center GRP has exclusive access to the ultimate facility for shopper insights research Conduct research in any retail environment with total control over every aspect

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Perform qualitative or quantitative research in a real store environment

• Interview respondents before, during and after shopping

• Send product home for usage testing (HUT) and follow-up surveys

• Video recording and eye-tracking available

• Let GRP handle respondent recruitment

Enjoy complete control over every factor

• Reconfigure the layout to mimic grocery, discount, drug, warehouse or specialty retailers

• Set shelves with any number of SKUs, including live products, new product mock-ups and package prototypes

• Participants can shop any category and check out at an actual register with full bar code scanning capabilities

Testing at the Point of Purchase Smart Learning Center & Virtual Purchase Testing

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Whether using the SLC, mall intercepts, or virtual shopping online:

• We test point of purchase (POP) decisions in a realistic context, focusing on the shoppers’ actual decision-making environment

• We model the results to reflect actual sales, market share, product mix or sales velocity

• We predict how changes at the shelf will affect the category

GRP’s simulated shopping exercises can isolate the sales impact of:

• Assortment changes, product mix shifts or new product introductions

• Modifications to product adjacency, category flow, display activity or merchandising fixtures

• Pricing, couponing or in-store offers

• Point of purchase advertising

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Shop-Along’s Qualitative Research at the Smart Learning Center

GRP-associated moderators are experienced using the SLC as a qualitative research lab:

• Taking advantage of the flexible space to perform “any kind of shopper research imaginable”

• Ethnographic techniques to understand what’s going through the shoppers’ mind as they interact with the retail environment

• Traditional groups, mini-groups or individual interviews, before and after interacting with the shelf

Mobile Field Methodologies Connecting with respondents during the moment of truth

GRP has developed a suite of solutions for data collection using mobile devices

• Developed through our experience in mystery shopping & customer satisfaction research

• Capture customer experiences at the shelf, in the store or during product use… the applications are endless

• Survey customers as they enter your store or a competitor’s location using their device’s GPS & geo-fencing

• Identify and target your customers or audiences that are difficult to interview

• Supports real time data collection – no exit or in-store interviewers

• Point of purchase customer insights using quick response barcodes

• Obtain instant feedback with pictures & video 17

Our History

• Founded in 2000 by Ray Barber, GRP has experienced 13 years of sustained growth

• GRP has conducted hundreds of studies including domestic, international & multi-lingual projects, consumer and B2B studies, qualitative & quantitative methods

• Blue chip client roster includes leading firms in multiple industries: consumer packaged goods, restaurants, retail, manufacturing

• GRP has a highly experienced professional staff with an average of 17 years of marketing research experience

• Experts on the appropriate use and execution of the most sophisticated and cutting edge analytical techniques available

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Why choose Global? Just remember your vowels

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A Anticipating Your Needs – We approach each challenge with a wealth of experience to answer the questions you haven’t yet thought to ask, and to see problems before they happen.

E Efficient Research Design – We determine the optimal approach to each project, reducing timelines & budgets, as if it were our own money.

I Integration Of Data Sources – Survey responses are even more powerful when they align with your internal data, sales figures or market trends. When you share more data points we can help you see the big picture.

O Original Approaches – Our marketing scientists have developed several new research protocols (PriceSet™, VALOR™, PowerLine™) and continue to customize methodologies that are unique in the research industry.

U Understanding Your Needs – We know what it’s like to set brand strategy, to build marketing plans and to present to senior management. We cut through the “research-speak” to give you insights that are business-ready.

Global Research Partners Key Personnel

Jacob Ratner Senior Account Executive

15 years of marketing research experience

• Jacob is your one-stop point of contact for all research needs, responsible for client service, research consultation,

project definition, scope and timeline, and quality assurance for all project deliverables

• With experience on both the client and vendor sides of custom research, Jacob understands how to develop and frame

insights that add value for marketers, product developers, brand strategists, retail buyers and senior management

• Experienced in concept writing & testing, online qualitative methods, brand positioning, and product innovation

M.B.A. Marketing, Rice University; B.S. Hotel & Restaurant Management, Hilton College, University of Houston

Ray Barber President & Founder

28 years of marketing research experience

• Ray founded Global Research Partners in 2000, after a 15 year career at Burke Marketing Research

• Conducted many strategic projects for Fortune 500 firms and developed several new analysis approaches in areas like

Brand Equity Measurement, Need Segmentation, Claim Evaluation, TURF Analysis, and Concept Testing

• Strength in efficient research design and applying multiple analysis techniques to better understand the data

• Expertise in Concept Testing and Product Testing, Market Segmentation, Brand Equity Research, Pricing Research,

and International Research

M.B.A. Marketing and B.B.A.

Jim Roberts Executive Vice President, Marketing Sciences

30 years of marketing research experience

• GRP’s Chief Marketing Scientist, responsible for research design, advanced analytics, and R&D/new research

services development at GRP

• Expertise across wide range of consumer product and service categories and business-to-business research,

especially on the topics of brand equity, brand and corporate image, positioning, pricing analysis, concept testing,

product testing, choice modeling, market segmentation, customer satisfaction and loyalty, and building models to

assess the ROI of customer loyalty improvement strategies

M.B.A. and B.B.A.

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