Credentials Presentation

07715422001www.SecondSight.biz

John.Pawle@SecondSight.biz

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AGENDA

Introduction to the Second Sight Expert Network

Hot Topic: Recession, The State of the Nation and the Power of Brands

Second Sight Approaches

Introduction to the Second Sight Expert Network

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The Second Sight Offer

We provide marketing focused consumer insight consultancy in the broader context of differentiation that matters i.e. Brand equity differentiation creating real consumer value

including Emotional drivers Functional drivers

A superior brand experience including better customer service

We aim to work with you to maximise the actionability of your consumer insight programmes. Too much research is narrow, tactical and project focused We aim to provide strategic business focused research that

is holistic and geared towards influencing action

We use both traditional and new innovative research approaches and will blend both together into practical solutions to business issues

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John Pawle – Principal Consultant

Collaborative network of experts in marketing, insight generation, online and conventional research, psychology, ethnography, semiotics, interactive digital communications, etc

Damien Pawle – Filmmaker and Ethnographer 10 years in Ethnography Film and TV credits include a Picture of Dorian Gray, Panorama,

the Money Programme and numerous short films, music videos, website clips, corporate videos etc

Second Sight Expert Network

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JOHN PAWLE EXPERIENCE Member of the MRS, ESOMAR & Marketing Society. Past Chairman of the Middle East Research

Forum and The Joint Industry Committee for Media Research in the Middle East.

7 years at TNS and Smith Kline Beecham in Market Research.

Experience over 15 years at Unilever included:- Marketing Services Manager, Unilever International working on global markets Built new Marketing Service functions for Unilever in Arabia and Russia. Market Research Co-ordinator for Middle East, North Africa and Central and Eastern Europe. Head of Consumer Insight for Fabric Detergents in Lever Europe. Global Market Research Director for Personal Care in Unilever head office running major

global projects e.g. segmentation studies.

Managing Director of QiQ (QualiQuant) International Ltd from 2000-2009 specialising in ‘QualiQuant’ research done online.

Owner and principal consultant at Second Sight an innovative consumer insight consultancy.

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JOHN PAWLE EXPERIENCE

One of the most experienced international researchers in Europe. Experience of working in every major market in the world

Frequent contributor to ESOMAR and MRS conferences and publications. Industry papers/presentations

include:- 2009 ‘Positioning OTC Brands in a Recessionary Market’ (South Africa OTC Pharmaceutical Marketing Workshop, Johannesburg,

Aug 2009) 2008 ‘Using Consumer Insight to Minimise Risk in Difficult Times’ (China Brand Value Forum, Shenzheng) 2008 ‘Chinese Frontiers - Now & Beyond’ (ESOMAR Congress Montreal) 2008 ‘Online Research in China and the Developing World’ (WARC Online Research Conference.) 2007 ‘Back on Track – A Fresh Direction for the Rexona Brand’ (ESOMAR Congress Berlin, nominated as best case history) 2007 ‘Synthesising in-depth Qualitative and Sensitive Online Quantitative Research to Understand and Measure beyond Emotion’ (WARC

Online Research Conference ‘What next for Online Research’) 2006 Chapter in ‘The Lovemarks Effect’ by Kevin Roberts, CEO Saatchi & Saatchi (Powerhouse Books.) 2006 ‘Measuring Emotion – Lovemarks the Future beyond Brands’ (Journal of Advertising Research) 2005 ‘Measuring Emotion in Advertising’ (ADMAP) 2005 ‘Measuring Emotion in Brand Communication’ (ESOMAR Innovate Conference, Paris) 2004 Chapter contributed in ’Lovemarks – The Future beyond Brands’ by Kevin Roberts (Powerhouse Books) 2003 ‘Quantifying the Emotional Effects of Advertising’ (Research World) 2003 ‘Sun & Surf – Using Projectives to Tap Emotional Effects’ (WAM ESOMAR Conference Los Angeles) 2002 ‘Using Web Research Technology to Accelerate Innovation’ (Paper published in 2002 ESOMAR Monograph series ‘Excellence in

Research) 2001 Invited Keynote speaker at Market Research Society of Australia and Market Research Society of New Zealand conferences in

2001 on new technologies in research. 2001 ‘New QualiQuant™ Technology: Accelerating Innovation on the Web’ (ESOMAR Net Effects Conference, nominated for the John and

Mary Goodyear award for the best International Paper of 2001) 2000 ‘A New View of Global Brand Personality’ (MRS Conference Paper) 1999 ‘Mining The International Consumer’ (Journal of the Market Research Society)

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John Pawle - Clients Worked with in Recent Years

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Damien Pawle – Examples of Ethnography Projects

GSK Golden Pleasure Seekers Study (the over 55's) searching for gaps in the market for a new drinks product. Initially made a series of 10 minute documentaries about their lifestyles identify gaps in the market and ways of communication. Methodology involved four days spent with each participant conducting observational research with a video camera. We observed and captured social occasions, decision making routines and rituals in and out of the home. Finally respondents were invited into workshops with GSK's product designers to help them gauge whether or not their innovations were on the right track.

Diageo Binge Drinking Study studied the reasons behind binge drinking and the effect it was having on cities, communities and individuals. It was a project that changed the whole outlook of Diageo's marketing to young people and the beginning of a new era for the drinks market. It won the MRS award for 'Best New Thinking'. The method here was to film participants entire journey from arriving home after work, preparing to go out, spending time in pubs, bars and clubs all the way through to the early hours of the morning when they would finally find their way home.

Kenco Coffee Shop project. Observing the decision making process and purchase triggers for ordering drinks and the coffee shop's social micro-environment including it's unwritten rules and etiquette. This included both accompanied shopping trips as well as extended in home observation with our participants to understand the context of the coffee shop experience and how it fitted into their lives.

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Second Sight Range of Services Here are some of the areas we specialise in:-

Freelance consumer insight and planning consultancy services for clients, research agencies and advertising agencies 

Ethnography Expert film and editing resources to create impactful video Capability to shoot corporate videos

Harnessing the internet for consumer insight All forms of online research both qual or quant Setting up Web 2.0 online communities to listen to the consumer

voice Coordinating international studies  Harmonisation of international research Advice on the role of marketing research and how to set up and control a

programme Setting up a new Market Research Dept  Market Research Training Working with media Industry resource to assist JICs, media research foundations etc

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Second Sight Sector Experience

Our Expert Consultant Network has experience in a wide range of business sectors including Automotive B2B B2C Drinks (Alcoholic) Drinks (Non-alcoholic) E-Commerce Electrical Goods Finance Investment FMCG

Food Healthcare Internet/New Media Media (Broadcast and Print) Oil & Gas Pharmaceutical Retail Telecommunications, Toiletries/Beauty Products and Travel.

Second Sight Approaches

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DECIPHERING BRAND EQUITY

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How well differentiated are brands on functional benefits and service delivery?

What creates emotional pull?

Do brands have social value? What do they contribute to people’s social identity?

Do brands fit with the cultural and ethical values of their target? Responsible or not?

Rational drivers

Emotional drivers

Social drivers

Cultural drivers

Understanding Brand Equity and Consumer Satisfaction is about looking beyond the rational and measuring emotion

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THE IMPORTANCE ON MEASURING EMOTION

It is vital to measure emotion to uncover all aspects of brand equity, both conscious and unconscious

Consumers are emotional. Neuroscience estimates unconscious influences account for 85% of brand choice.

Our logical minds justify decisions rather than make them

Consumers are heavily influenced by unconscious

Emotions Social influences Cultural influences

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QUALIQUANT

To get deep inside the consumer mind QualiQuant combines the best of qualitative psychological techniques the best of quantitative analysis and reliability the latest virtual Flash questionnaire technology for deeper

insight

It fuses together qualitative and quantitative research techniques into a single online or computer self completion measurement tool

QualiQuant:- Measures the Rational and Emotional to deconstruct key

influences on consumer decision making Uses Projectives and visual images to access conscious and

unconscious motivations responsible for brand choice

Goes beyond the rational and emotional to the social and cultural factors for broad spectrum understanding of how to maximise brand performance

Identifies how to strengthen and harmonise your product/message15

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THE POWER OF QUALIQUANT VISUAL ASSOCIATION

Measuring cultural values Imagine you are visiting the worlds of these two brands. What

beliefs and values do you imagine people living I these two worlds would have. Please drag and drop 1 or 2 pictures into the boxes for each store.

Store Brand stores 2

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Most testing relies quite heavily on ratings of rational benefits

Actually the brand experience is multi-sensorial

This is more about emotional stimulation than rational evaluation

All five senses are stimulated by aspects of the brand experience

QualiQuant can measure and profile how the five senses are stimulated and then looks at how well that connects back to the core brand imagery

QUALIQUANT TO MEASURE THE SENSORIAL PARTS OF THE BRAND EXPERIENCE

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What colour is Monday? What taste is Love? What sound is Coke? What shape is Gordon Brown? Or the taste of Red? Or the sound of Yellow?

We do not only respond to our senses directly but have a range of other associations and often emotional connections with them - ‘Synaesthesia’

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Measure sense via QualiQuant visual and verbal association questions

In central location or online depending on whether the brand needs to be experienced directly /tasted directly

We ask respondents to describe a product experience, taste or fragrance in terms of the main 5 senses

- Sight – colour, shapes- Hearing – music, atmosphere and moods- Touch – material- Taste – visual and verbal metaphors for taste- Smell - visual and verbal metaphors for smells- Plus emotions and category specifics

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QUALIQUANT TO MEASURE THE SENSORIAL PARTS OF THE BRAND EXPERIENCE

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QUALIQUANT INTERVIEW TECHNIQUESCOLOUR ASSOCIATIONS

Model 2

Taste A Taste B

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Model 2Model 1Model 2

Taste A Taste B

QUALIQUANT INTERVIEW TECHNIQUESMUSIC MOOD ASSOCIATIONS

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THE POWER OF ETHNOGRAPHY IN A HOLISTIC CONSUMER INSIGHT PROGRAMME

Ethnographic market research has evolved from observational social research It is a method in which people are observed as they go about their routines

to analyse their decision patterns and the way in which they use products It involves participating, observing and describing how people from

particular cultural groups behave and use products and brands Ethnographic research helps clients see with their own eyes via film

What people actually do How they live their daily lives The role of products and services in real life

Benefit of Ethnography Allows us to see deeper into the real lives of their consumers Thus to see business opportunities that would not necessarily have been

revealed in traditional focus groups or surveys

Our own ethnographic work Typically involves going into homes with cameras over significant periods

of time sometimes for a number of days (it is not a qual interview!!) This can inspire understanding and challenge existing assumptions within

businesses and organisations thus illustrating new opportunities

And finally…….

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SECOND SIGHT PHILOSOPHY

Second Sight unleashes the power of an independent expert network – flexible, fast and economic solutions

We believe post modern consumers are multi-dimensional

So we need to uncover all aspects of the consumer’s mindset including both conscious, unconscious and sensorial motivators to buy brands

A fusion of techniques is needed to understand the multidimensionality of post modern consumer motivations relationships and make strategic recommendations

Qual Quant QualiQuant Pure Ethnography Online Communities and Virtual Ethnography Semiotics

Resulting in strategic action plans

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