1. WELCOME TO THE ANALYSIS PLATFORM V4.1

2. HOME The updated tool has been simplified and developed to be more intuitive and quicker to use: 3 modes for all levels of expertise Tab based navigation for rapid access to data Updated look and feel This unique interface makes heavy analysis simple, easy and fast. The updated tool has been simplified and developed to be more intuitive and quicker to use: 3 modes for all levels of expertise Tab based navigation for rapid access to data Updated look and feel This unique interface makes heavy analysis simple, easy and fast. Analyse questions by sets of core demographics. A very quick and easy way to generate global or local data Analyse questions against your target audiences. Tailor to your work by creating custom audiences from over 1500 consumer variables Crosstab enables exploratory research by looking at the relationship between two sets of variables. You can then split them by demographics

3. THE CONTROLS 1 1 3 3 2 2 MAKING SELECTIONS: To make a selection from the question menus, audience selectors or chart filters, you simply click with the left mouse button to turn on or off. You can make multiple selections holding down CTRL and left mouse button SPLITTING CHARTS BY DEMOGRAPHICS: 1: Click on the circular splitter with right mouse button 2: Choose your demographic from a list 3: View question split by demographic

4. THE CONTROLS 1 1 3 3 2 2 EXPORTS: 1: Click on the symbol top right to send to Excel OR click right mouse button and choose from a menu 2: You will be prompted that a download is taking place. If 3: You will now see an exact representation of data in your chart in Excel If you want the chart visual we recommend using “Snipping Tool” which built into Windows or “XXXX” on MAC INTERACTING WITH CHARTS: You can visual filter charts in 3 ways: 1: Click (Left mouse button) and draw a box around the elements you want to view. You can draw multiple boxes by holding down CTRL 2: Click on the elements you want in the key 3: Click on the “OPTIONS” button at the foot of the chart

5. DEMOGRAPHIC VIEW CHOOSE A QUESTION You can pick a question in 3 ways: MENU: Use the drop down menu to pick, Category, Sub Category and then Questions. You can pick directly from the questions if you know what you are looking for SEARCH: Search keywords to find specific questions or data points EXPLORE: Click on this button to go to a visual question selector. This is particularly useful if you are a new user and you are learning the data set OPTION CHOICE: Some questions provide a further selection. For example if you look at “ONLINE BEHAVIOUR > ONLINE ACTIONS > TYPES OF SITES VISITED” you will be given the choice to selection the relevant data. In this case you could select just “HAVE VISITED” or combined “HAVE VISITED + HAVE VISITED, BUT NOT IN THE PAST MONTH” – This will give you in effect “EVER VISITED”. CHOOSE A QUESTION You can pick a question in 3 ways: MENU: Use the drop down menu to pick, Category, Sub Category and then Questions. You can pick directly from the questions if you know what you are looking for SEARCH: Search keywords to find specific questions or data points EXPLORE: Click on this button to go to a visual question selector. This is particularly useful if you are a new user and you are learning the data set OPTION CHOICE: Some questions provide a further selection. For example if you look at “ONLINE BEHAVIOUR > ONLINE ACTIONS > TYPES OF SITES VISITED” you will be given the choice to selection the relevant data. In this case you could select just “HAVE VISITED” or combined “HAVE VISITED + HAVE VISITED, BUT NOT IN THE PAST MONTH” – This will give you in effect “EVER VISITED”. TIP: If your chart shows “100%” an option choice needs to be made

6. DEMOGRAPHIC VIEW TAILORING THE QUESTION: Once you have picked a question you can split it by demographic or interact with the charts visually (see THE CONTROLS) You can also filter the countries and data period by selecting from the options below the chart TAILORING THE QUESTION: Once you have picked a question you can split it by demographic or interact with the charts visually (see THE CONTROLS) You can also filter the countries and data period by selecting from the options below the chart

7. DEMOGRAPHIC VIEW PICK QUESTION TYPE: There are four question types that enable you to view the data in different ways. These are selected from the menu bar beneath the chart pane BAR CHART: Simple view of data with one splitter COLUMN CHART: The same as bar but in column format SPIDER: Good for displaying a large number of options on a splitter DATA VIEW: Enables more complex analysis by integrating another splitter. This enables you to combine demographics and is great for the power user PICK QUESTION TYPE: There are four question types that enable you to view the data in different ways. These are selected from the menu bar beneath the chart pane BAR CHART: Simple view of data with one splitter COLUMN CHART: The same as bar but in column format SPIDER: Good for displaying a large number of options on a splitter DATA VIEW: Enables more complex analysis by integrating another splitter. This enables you to combine demographics and is great for the power user

8. DEMOGRAPHIC VIEW UNDERSTANDING THE DATA: In Demographic and Audience view we offer three variable types: Percentage: Represented on the visual charts and is simply the % of the demographic who selected the option. For example 43% of 16-24s posted on a forum/BBS in the past month. Responses: The physical number of people on the survey who selected this response. For example 2202 16-24s posted on a forum/BBS in the past month. Universe: This our estimate of what the data point translates to in real terms. Some respondents will be worth more in terms of millions, for example a Chinese respondent equates to more users than one from the Netherlands, due to the size of the market. For example 153m 16-24s posted on a forum/BBS in the past month. UNDERSTANDING THE DATA: In Demographic and Audience view we offer three variable types: Percentage: Represented on the visual charts and is simply the % of the demographic who selected the option. For example 43% of 16-24s posted on a forum/BBS in the past month. Responses: The physical number of people on the survey who selected this response. For example 2202 16-24s posted on a forum/BBS in the past month. Universe: This our estimate of what the data point translates to in real terms. Some respondents will be worth more in terms of millions, for example a Chinese respondent equates to more users than one from the Netherlands, due to the size of the market. For example 153m 16-24s posted on a forum/BBS in the past month. UNDERSTANDING FILTERS: Many questions are not answered by all respondents. The question above on “Social Network Behaviour” is only asked of “Social Network Users”. This impacts how you read the percentage. For example 40% of 16-24s who use a Social Network share news stories UNDERSTANDING FILTERS: Many questions are not answered by all respondents. The question above on “Social Network Behaviour” is only asked of “Social Network Users”. This impacts how you read the percentage. For example 40% of 16-24s who use a Social Network share news stories

9. DEMOGRAPHIC VIEW 1 1 3 3 2 2 REORGANISE YOUR DATA VIEW You can produce exactly the analysis that you require reorganising column and rows REORGANISE YOUR DATA VIEW You can produce exactly the analysis that you require reorganising column and rows Click on the demographic header. Hold the click until it turns grey with a green bar GOING FURTHER WITH DEMOGRAPHIC VIEW: The data view provides further opportunities for developing bespoke analysis: ADDITIONAL SPLITTER: A second splitter allows you to add a second demographic so you can view age groups and “wave” of data. This enables you to group age and gender or gender and country etc and is a very quick way to generate custom data GOING FURTHER WITH DEMOGRAPHIC VIEW: The data view provides further opportunities for developing bespoke analysis: ADDITIONAL SPLITTER: A second splitter allows you to add a second demographic so you can view age groups and “wave” of data. This enables you to group age and gender or gender and country etc and is a very quick way to generate custom data Hold down the left button and drag to the top of the sheet Let go and enjoy your new data view

10. DEMOGRAPHIC VIEW EXAMPLE WORK FLOW PICK QUESTION CHOOSE VIEW DEFINE VIEW ADD ADDITONAL QUESTIONS EXPORT 1 1 3 3 2 2 4 4 5 5

11. AUDIENCE VIEW FIRST PICK AUDIENCES When you first choose “Audience View” you get to pick from existing target audiences that you have defined. Simply select one, up to eight (CTRL and RIGHT MOUSE BUTTON) and select “USE THESE AUDIENCES” If this is the first time you have used the system, you will want to create new audiences and fill the “SPARES”. If this is the case, choose “CREATE AUDIENCE” FIRST PICK AUDIENCES When you first choose “Audience View” you get to pick from existing target audiences that you have defined. Simply select one, up to eight (CTRL and RIGHT MOUSE BUTTON) and select “USE THESE AUDIENCES” If this is the first time you have used the system, you will want to create new audiences and fill the “SPARES”. If this is the case, choose “CREATE AUDIENCE”

12. AUDIENCE VIEW DEFINE YOUR CUSTOM AUDIENCE SEGMENTS 1. Firstly choose the areas you want to incorporate into your audience. “LIFE” covers all areas of demographics, professional life and purchasing. “OUTLOOK” covers attitudes, interests and influence. You click the large category box and then smaller boxes to choose groups of variables. 2. In the select variables box, choose the relevant elements to add to your audience. These can be selected with CTRL and RIGHT MOUSE BUTTON 3. As you add elements from different areas your audience will become more detailed. Check the sample size and make sure it doesn’t fall beneath 100 per market you want to cover 4. Now give your audience a name and hit ENTER to save it. TIP: If you want to compare an audience in multiple countries, create one and split it later on the chart, don’t create 10 here. DEFINE YOUR CUSTOM AUDIENCE SEGMENTS 1. Firstly choose the areas you want to incorporate into your audience. “LIFE” covers all areas of demographics, professional life and purchasing. “OUTLOOK” covers attitudes, interests and influence. You click the large category box and then smaller boxes to choose groups of variables. 2. In the select variables box, choose the relevant elements to add to your audience. These can be selected with CTRL and RIGHT MOUSE BUTTON 3. As you add elements from different areas your audience will become more detailed. Check the sample size and make sure it doesn’t fall beneath 100 per market you want to cover 4. Now give your audience a name and hit ENTER to save it. TIP: If you want to compare an audience in multiple countries, create one and split it later on the chart, don’t create 10 here. 1 1 3 3 2 2 4 4

13. AUDIENCE VIEW USING THE AUDIENCE BANK The audience bank enables you to use your creating audiences multiple times without having to build them every time you run an analysis You can remove an audience by hi-lighting it and clicking “delete selected” If you are running out of audiences, speak to your account manager about extending your access USING THE AUDIENCE BANK The audience bank enables you to use your creating audiences multiple times without having to build them every time you run an analysis You can remove an audience by hi-lighting it and clicking “delete selected” If you are running out of audiences, speak to your account manager about extending your access BUILD YOUR AUDIENCE BANK 1 1 VIEW QUESTIONS BY AUDIENCE 3 3 BREAK DOWN FURTHER IF REQUIRED 4 4 CHOOSE WHICH ONES TO APPLY 2 2

14. CROSSTAB VIEW 1 1 2 2 3 3 CROSSTAB FOR EXPLORATORY ANALYSIS This mode allows you to identify relationships between any two questions on the survey. If you are new to crosstabs then the output will need a bit of time to understand! 1. Choose the question to go in the “COLUMNS” and then the “ROWS” 2. Select the variables you want to display on the chart (see next page for a description of the variables) Now the chart will calculate. Due to the millions of variables this can sometimes take a few seconds 3. Filter for relevant markets and waves CROSSTAB FOR EXPLORATORY ANALYSIS This mode allows you to identify relationships between any two questions on the survey. If you are new to crosstabs then the output will need a bit of time to understand! 1. Choose the question to go in the “COLUMNS” and then the “ROWS” 2. Select the variables you want to display on the chart (see next page for a description of the variables) Now the chart will calculate. Due to the millions of variables this can sometimes take a few seconds 3. Filter for relevant markets and waves

15. CROSSTAB VIEW FILTER = GWI.6 + USA UNDERSTANDING THE OUTPUT UNIVERSE: RESPONSES: VERT %: HORZ %: INDEX: UNDERSTANDING THE OUTPUT UNIVERSE: RESPONSES: VERT %: HORZ %: INDEX:

16. WANT MORE? CUSTOM TOOL CUSTOM TOOL BESPOKE CONSULTING + + Your Business Your Business + + Create a page defined with your exact targets and key questions Integrate custom questions and re-contact survey questions to build your own tool Engage the team to develop detailed insights and strategy