1. See Tomorrow, TodayToday SCOOP Session Presentation to

2. Marketing Research Introduction What Is BASES? Introduction to the Job Marketing Research Introduction What Is BASES? Introduction to the Job Presentation Agenda

3. Marketing Research Introduction

4. If Marketing is the “4 Ps” –Price –Promotion –Place –Product Then Marketing Research is the tool that quantifies the “4 Ps”. Introduction to Marketing Research

5. Marketing Research is the tool that helps you: –Know your customers Who they are (demographics) What is important to them (psychographics) –Know the best positioning (concept) for your product –Know your product –Know the “optimal” advertising/marketing plan –Know the price that optimizes sales and profit –Know the best distribution channels –Know who is buying your product (and who is not) –Know who is aware of your product (and who is not) –Know how many units of product you are selling –Etc… Introduction to Marketing Research

6. There are many different types of marketing research firms –Custom Burke, Walker –Specialty BASES fits in here –Corporate Internal Research Department P&G, SC Johnson, etc… Introduction to Marketing Research

7. New Products vs. Established Products Introduction to Marketing Research Research Universe for Consumer Goods New ProductsEstablished

8. The issues confronting new products can be different from those for established products: Introduction to Marketing Research

9. New Product Research LAUNCH

10. Introduction to Marketing Research Established Product Research LAUNCH

11. Introduction to Marketing Research Top 20 Global Research Organizations VNU Inc. IMS Health Inc. The Kantar Group TNS Information Resources Inc. (IRI) GfK Group Ipsos Group SA NFO WorldGroup Inc. Westat Inc. NOP World Synovate Arbitron Inc. Maritz Research Video Research Ltd. Opinion Research Corp. JD Power & Associates Harris Interactive Inc. The NPD Group Inc. INTAGE Inc. Dentsu Research Inc. Source: Marketing News August 18, 2003

12. Introduction to Marketing Research Top 20 Global Research Organizations ACNielsen BASES is part of VNU Inc. VNU Inc. IMS Health Inc. The Kantar Group TNS Information Resources Inc. (IRI) GfK Group Ipsos Group SA NFO WorldGroup Inc. Westat Inc. NOP World Synovate Arbitron Inc. Maritz Research Video Research Ltd. Opinion Research Corp. JD Power & Associates Harris Interactive Inc. The NPD Group Inc. INTAGE Inc. Dentsu Research Inc. Source: Marketing News August 18, 2003

13. What Is BASES?

14. ACNielsen BASES, an operating unit of the ACNielsen Corporation, is one of the world’s foremost marketing research and consulting firms. Founded in 1975 –Headquarters in Cincinnati, Ohio –Regional offices in:Chicago, IL Westport, CT Parsippany, NJ

15. is the worldwide leader in... Simulated Test Marketing New Product Evaluation

16. offers services which combine... Consulting Data collection/reporting Proprietary market simulation models

17. has the nation’s leading clients … has the nation’s leading clients

18. … locates close to our clients

19. ...... has grown internationally Europe, Middle East and Africa Europe, Middle East and Africa Wavre, Belgium, Oxford, England Paris, France, Hamburg, Germany, Milan, Italy Corporate Office Cincinnati, Ohio Latin America Buenos Aires, Argentina Mexico City, Mexico Sao Paulo, Brazil Canada Canada Toronto Asia Pacific Hong Kong S.A.R, China Sydney Australia Bangkok, Thailand

20. in the Market Research Industry in the Market Research Industry...... is the global leader

21. BASES is the predominant Simulated Test Market supplier with 80% market share in the U.S. and 65% market share globally. ACNielsen BASES Domestically ACNielsen BASES Internationally

22. …and we’re growing!

23. Working In Market Research

24. Working in Marketing Research There are typically two career paths:

25. Working in Marketing Research The typical Analytical career path (first 10 years): ~1 Year ~2 Years ~1-2 Years ~2 Years ~2-3 Years

26. Working in Marketing Research Typical Education and Experience Undergraduate Degree Undergraduate Degree, 2-4 Yrs. Exp. Graduate Degree, 1-2 Yrs. Exp. Undergraduate Degree, 1-2 Yrs. Exp. Graduate Degree, No Exp. Undergraduate Degree, 4-7 Yrs. Exp. Extensive Research & Management Experience (8-10 Yrs.) >10 Yrs. In Research & Management

27. Working in Marketing Research How time is spent at BASES

28. Working in Marketing Research How time is spent at other companies

29. 3Write Reports 3Run Database Comparisons 3Forecast Sales 3Work Closely With Manager 3Learning On The Job Research Analyst Profile Working in Marketing Research

30. 3Write Proposals 3Run Database Comparisons 3Forecast Sales 3Write Reports 3Answer General Client Questions 3Work Closely With Manager Senior Research Analyst Profile Working in Marketing Research

31. Associate Manager Profile 3Write Proposals 3Design Studies 3Write Reports 3Forecast Sales 3Review Reports & Forecasts of Subordinates 3Answer Detailed Client Questions 3Make Presentations 3Work Fairly Independently Working in Marketing Research

32. Account Manager/Director Profile Working in Marketing Research 3Write Proposals 3Design Studies 3Review Reports & Forecasts of Subordinates 3Forecast Sales 3Answer Detailed Client Questions 3Make Presentations 3Work Very Independently 3Manage An Account Group

33. Working in Marketing Research ACNielsen BASES looks for Research Analyst candidates with high quality: 3Oral/written skills 3Interpersonal skills 3Analytical/statistical skills 3Academic standing Marketing Research Analyst’s Profile

34. Questions?Questions?