March 2013

New Ways to Connect & Co-Create With Consumers

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The need Pets

case study What it

means to you

The solution

What’s In Store For You Today …

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The Need

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The Need for Quali-Quant

Industry need for deep dives and/or blend of traditional qualitative and quantitative research

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Focus Groups In Depth Interview

(IDI)

Online (Focus groups, forums, bulletin boards, video

idis, crowdsouring, etc.)

Common Qualitative Techniques

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Online Sharing

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How People Interact Online

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How People Interact Online

More articulate

Can isolate respondents

Participation in their own

time

Faster, Cheaper

Recruits respondents

across various locations

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Forum Advantages

Faster, Cheaper

More articulate

Can isolate respondents

Participation in their own time; hard to reach groups

Recruits respondents

across various locations

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Emotional Connections

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The Solution

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What Is BuzzBack Hive

• Short term community

• Links to our survey platform

• Seamless participant recruiting

• Integrates our unique techniques

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Focus on Engagement & Articulation

eCollageTM

I wish I could …

Thought Bubble

Concept Focus

Scene Builder

With projective and enabling techniques, we focus on understanding

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Applications

Technology Articulation Consumer

Deep Dive

Ideation

IHUT Concept Building

Exploratory

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Pets Case Study

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The Research Need & Our Approach

Understand how to communicate with pet owners

Identify needs/gaps for

new product ideas and names

2-session online forum on

relationships between owners and

pets and product ideation

NEED HOW?

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Methodology

WHAT? In-depth exploration and ideation via qualitative online forum and projective techniques

WHO?

MALES AND FEMALES

AGES 18+

OWN A PET

RESPONSIBLE FOR PET CARE AND PRODUCT PURCHASE

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Why Pets

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What You’ll See

Profiling: Owner – Pet Relationships

Discovery: A Day In The Life

Product Ideation

Name Generation

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What We Discovered

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Meet The Respondents – Flagship Profiles

Meet Anna

“Hello! My name is Anna (and I apologize for any random capital letters in any of my responses, my keyboard is broken currently) and I have one dog, a Golden Retriever/Australian Shepard (or so we've been told, she's certainly part Golden Retriever.. I don't know what else she's mixed with though) named Angel. My family and I will have had her for four years this coming February. She has quite the personality that varies between super active and playful... to pretty much like a lazy cat. I love her to death and all of her quirks are just perfect... especially when she groans or sighs when you make a comment, almost as if she was responding to you.”

Meet Rachel

“I'm a 1st Gulf War Vet (disabled) & I have 4 cats: Tali (the tiny queen of the house), Trevor (my trouble-maker), Scotti (my gentle giant) & Spock (my lover-boy). In addition to the feline population, I have two UKCi registered Rat Terriers. My Dad gave me the daddy dog as a pup for my birthday a couple years ago. His name (his daily name, not breed name) is Nico and I also have one of his puppies that I got as pick of the litter when we bred him, his name is Coco...looking at them side by side it not easy to tell they're related since Nico is a standard sized Rat Terrier, and Coco is a miniature. Nico's my protector dog, he's a serious watchdog with a playful side with people he trusts. Coco is definitely his 'mama's’ dog... he likes to sit behind me on the chair when I'm on the computer, and sleep under the covers at bedtime... I've had my cats for about 6 years now, 7 for Tali; and the dogs for just over 2 & 1 respectively. I've always had cats and dogs around, even when I was stationed in Turkey I had a cat that I adopted off the street.”

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Three Main Types Of Pet-Owner Relationships

Couples who have no children or those whose children are adults say they treat their pet like their

own child.

My pet = my child

“My wife and I both have busy careers and we don't have kids yet, so our cat, Cupcake, has been like a little kid to us. We talk to him and play with him and he keeps us entertained with his funny expressions and mischievous antics.”

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Three Main Types Of Pet-Owner Relationships

My pet = my companion

Pet is able to make their home more positive and friendly. Some also use their pet as a sounding

board – they are non-judgmental by nature.

“She's great company to my husband and me. He retired over the summer so Jenny has kept him busy & helped him to adjust to retirement. I love her companionship and her non judgmental attitude. A dog's unconditional love is a priceless feeling.”

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Three Main Types Of Pet-Owner Relationships

My pet enhances family life

Pets make family life more fun, especially with kids. They help teach responsibility, while providing great

company.

“My dog Evey has a big impact. She loves playing with our 5 kids, loves being outside and going for walks and makes us overall a happier family. She plays the role of helping our family have fun, keep healthy by going for walks with her and helping our kids learn to care for animals and pets.”

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BuzzBack eCollage Exercise – A Day in the Life

Create a collage about a day in the life of your pet – through your pet’s eyes!

Unique pre-selected images

Respondents build Open-ends follow

ECOLLAGE METHODOLOGY

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A Day in the Life

“The first thing Indiana Jones does when he gets up is want outside. He loves to hunt and climb trees. Then he wants back in. I give him food and cream. Then he wants to get back in my lap for me to pet on him until he falls asleep. Midnight is a large cat. He goes about 45 pounds. He's not fat. He looks like a baby panther or cougar. He's that kind of big. He's strictly outside and is always on the prowl. He's an awesome hunter. Now Roxie is a very hyper dog. She loves to run and play and go for walks.”

“Anytime I am eating, I am happy. Anytime I am not eating is a time I wish to be eating”

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Product Ideation Most coveted items fall into three distinct areas:

GROOMING & PHYSICAL

CARE

NUTRITION

AND PET HEALTH

SOLUTIONS FOR

HOME CARE

“My dogs hate to have their nails clipped. I have tried the rotary files as well as clippers. My dogs get so stressed that it is becoming a battle to get their nails trimmed. I wish someone could invent a treatment or device that would make nail care easier and less stressful for dogs.”

“I wish there was a customizable food. For example, there are many different colored pieces of kibble in many of the foods. It would be nice to know what each color/size is for so that you could maybe go up to an area where all the drums are marked based on what they do and you can combine them into one bag, weigh them and purchase. This way you could truly get a food geared towards an elderly or sensitive-system, cat.”

“A truly hands-free self-cleaning litter box. With 4 cats, cleaning the litter boxes is sometimes a multiple times daily event. Standing and bending over are difficult for me for the time it takes to clean 4 boxes. It would make it much easier to keep the boxes cleaner and wouldn't cause me as much pain and dizziness.”

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Product Naming About 25 unique names

generated.

“I'd call it ‘Custom Fresh.’ Custom because it's hand picked

and prepared. Fresh because nothing is artificial, and it's all

natural ingredients.”

“Nature's Best. I like the connection to consuming

‘only what is found in nature.’

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What It Means To You

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Next Steps

Concept screening/

optimization Segmentation Packaging/

Naming

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Problems We Solve

Discovery

Concept

Packaging

IHUT

Other

Globally scalable approach expands A and U to surface emotions and unarticulated needs.

A blend of assessment and imagery and emotions to illustrate what a name communicates and why.

Traditional ad metrics augmented with creative techniques to identify whether your ad is convincing.

Measurement with analysis focused on discovery and optimization to take your

concepts further.

Key measures plus online shelf recall techniques, eye tracking and other

ways to reveal how your packaging delivers.

Deeper understanding of the product experience via

diagnostic-focused in-home use test.

Refinement & development of claims, benefits statements, positioning and

messaging.

Naming

Advertising

For additional information on the Pets exploratory featured, please contact info@buzzback.com