A Quick Guide to Working with Prosumers

July 2005
Working with Prosumers
_ Research
_ Brand Tracking
Clients In-House CBI Tools
Leveraging
Knowledge
NPD Media
_ Qualitative
_ Quantitative
_ Prosumer Panels
_ Databases
_ CBI Labs
_ Brand Momentum
_ AdScreen
_ WW and Market
Studies
_ Project Fishing _ Working with MPG
Working with Prosumers
_ Research
_ Brand Tracking
Clients
Client Research
_ The prosumer segmentation will inform and add depth to clients’
research
_ Encourage clients to use the prosumer algorithm in all their
research—both qualitative and quantitative
_ Have them sign the specially written client NDA
and send the signed copy to NY (Jenny Burke)

_ The prosumer segmentation will inform and add depth to clients’
research
_ Encourage clients to use the prosumer algorithm in all their
research—both qualitative and quantitative
_ Have them sign the specially written client NDA
and send the signed copy to NY (Jenny Burke)


Client Brand Tracking
The 6 Prosumer Statements
Please indicate the degree to which you agree with each of the following
statements (5=Strongly agree; 4=Somewhat agree; 3=Neither agree nor
disagree; 2=Somewhat disagree; 1=Strongly disagree):
1. I’m typically the first or second person I know to try new things; I consider
myself a real independent thinker and experimental
2. I am frequently the one doing the newest thing(s) first
3. When I have a great or an awful experience with a new brand, product,
service, vendor, venue, anything, I tell lots of other people
4. I am often consulted by my peers for counsel and recommendation on a
range of topics (e.g., vacation destinations, restaurants, movies)
5. I trust what I read in newspapers and magazines, and believe what I hear on
television and radio
6. I consider myself far behind the times and not very engaged in either
consumerism or pop culture
IMPORTANT: Clients and research vendors must sign the specially written client NDA
and send the signed copy to NY (Jenny Burke) prior to being given access to the
prosumer statements or algorithm
The Prosumer Algorithm
(i.e., How to Identify Who’s a Prosumer)
_ Agreement with the statement: I’m typically the first or second person I know to try new
things; I consider myself a real independent thinker and experimental
AND
_ Agreement with the statement: I am frequently the one doing the newest thing(s) first
AND
_ Agreement with the statement: When I have a great or an awful experience with a new
brand, product, service, vendor, venue, anything, I tell lots of other people
AND
_ Agreement with the statement: I am often consulted by my peers for counsel and
recommendation on a range of topics (e.g., vacation destinations, restaurants, movies)
AND
_ Non-agreement (neutral or disagree) with the statement: I trust what I read in
newspapers and magazines, and believe what I hear on television and radio
AND
_ Disagreement with the statement: I consider myself far behind the times, and not very
engaged in either consumerism or pop culture

IMPORTANT: Clients and research vendors must sign the specially written client NDA
and send the signed copy to NY (Jenny Burke) prior to being given access to the
prosumer statements or algorithm
Working with Prosumers
_ Research
_ Brand Tracking
Clients In-House
_ Qualitative
_ Quantitative
_ Prosumer Panels
_ Databases
Qualitative Research: Focus Groups, Interviews, etc.
_ Download the prosumer algorithm and NDA from my.eurorscg.com
_ Have your recruitment supplier sign the NDA and send the signed copy to NY
(Jenny Burke)
_ Write your recruitment spec in the normal way to recruit your chosen sample
_ To identify prosumers within the sample, just apply the 6-question algorithm

Quantitative Research: Online and Offline Surveys
_ Download the prosumer algorithm and NDA from my.eurorscg.com
_ Have your recruitment supplier sign the NDA and send the signed copy to NY
(Jenny Burke)
_ Write your recruitment spec in the normal way to recruit your chosen sample
_ To identify prosumers within the sample, just add the 6-question algorithm

Local Prosumer Panels
_ Establishing prosumer panels in all major markets
in 2005
_ Immediate access to prequalified prosumers in
predetermined categories
_ Allows us to tightly identify and target prosumers based
on their interests, areas of expertise, demographic
characteristics, product affinities, and brand ownership
_ Lets us tap into prosumer insights in a timely, cost-
effective way
_ Concept or strategic testing
_ Advertising pretests
_ Evaluation of new communications
_ Determination of current trends
_ Competitive analysis in terms of image, attitudes, and usage
Setting Up a Prosumer Panel
_ Partner with a local quantitative market research company
_ Needs to be big enough to conduct numerous polls for various clients
on monthly basis
_ Have them sign NDA and send signed copy to NY
(Jenny Burke)
_ Choose the categories in which you are interested
(linked to major clients and new business)
_ Cost of setting up panel will be funded 50:50 by WW and local
office
_ To get 50% funding from WW, you will need to send your plans to
Global Prosumer Team for approval (Andrew Benett,
Jenny Burke)
_ All other usage costs are on ad hoc basis
Databases
_ Currently working with 4D team on creating a model to find prosumers on
existing databases for relationship marketing
_ Successfully re-interviewed a representative sample of existing database to
find prosumers and then ―reversed back‖ into full dataset

Working with Prosumers
_ Research
_ Brand Tracking
Clients In-House CBI Tools
_ Qualitative
_ Quantitative
_ Prosumer Panels
_ Databases
_ CBI Labs
_ Brand Momentum
_ AdScreen
Creative Business Idea
®
Lab
_ A daylong immersion in which you bring together the agency’s best thinkers,
across disciplines, to work with the agency brand team in pursuit of a CBI
_ Including the client creates a feeling of shared ownership of the idea
_ Including prosumers validates the idea
_ Just agency staff for new business pitches
How to Conduct a Creative Business Idea
®
Lab
_ Labs can range in size from 15–35+ participants, with individual teams
typically limited to 5–7 people
_ Identify a lab leader to drive the agenda and handle logistics
_ Identify a moderator or team leader to lead each of the breakout sessions
_ Stock breakout rooms with pads, pens, and thought starters
_ Keep people well fed and watered
A Prosumer CBI Lab: Nokia
Creative Business Idea
®
Lab: The Briefing
_ Begin with a briefing that grounds participants in the problem at hand and what
is currently known about it
_ Follow Euro RSCG’s fundamental strategic process (3 Circles)
_ Identify and describe the forces of momentum relative to the issue in the 3 areas: for
the category, for prosumers, and for the brand
_ You may find it most useful to have the brand team brief on the category, the planners
brief on prosumers, and the client team brief on the brand
Category
Market Momentum:
Brand Prosumer
Creative Business Idea
®
Lab: The Thinking
_ Design the exercises to suit the issues at hand
_ Use templates to force thinking and creativity toward specific ends
_ More loosely structured for brainstorming
_ Have teams work on the same exercises if possible
_ Often, courses of action become evident through the commonality of thinking
among the different teams
_ Alternate these creative exercises with presentations of the thinking by each
team to the entire group
_ Subsequent exercises often build on results of preceding exercises
_ Generally, the teams challenge each other’s thinking and drive each other to better
results
_ Maintain an attitude of flexibility, while fulfilling the objectives of the lab
Creative Business Idea
®
Lab: Sample Agenda
8:30–9:00 Breakfast
9:00–10:30 3 Circles Briefing (encourage questions and interaction)
10:30–11:15 First Team Exercise
11:15–12:00 Team Presentation to Group of First Exercise Results
12:00–13:00 Lunch
13:00–13:45 Second Team Exercise
13:45–14:30 Team Presentation to Group of Second Exercise Results
14:30–15:15 Third Team Exercise
15:15–16:00 Team Presentation to Group of Third Exercise Results
16:00–17:00 Group Discussion, Development of Action Plan, Synthesis,
Summary, Wrap-Up (prizes, if no dinner is scheduled)
Evening Dinner and Prizes (offsite if possible)

Brand Momentum: What It Is
_ A new tool for brand tracking and analysis, with well-
proven political origins
_ In effect, a dynamic measure of a brand’s perceived
progress relative to the competition or a set of issues
_ Unlike the ―rearview mirror‖ approach of conventional
brand trackers, Momentum Polling provides a sensitive
read on both current position and future direction
_ It is, therefore, highly actionable—unlike conventional
brand tracking
_ It is particularly useful in tracking integrated, Power of
One communications, as it monitors a brand’s total
activity rather than the traditional approach of tracking
by discipline or campaign
Brand Momentum: Existing Data
_ Each of the Prosumer Pulse
®
samples was randomly
split into 3 equal groups and asked to rate 1/3 of
approximately 500 local, regional, and global brands
_ Brand lists ranged from a low of 321 in Mexico to a high of
708 in Germany
_ This gives us momentum data on thousands of brands
in the U.S., Mexico, France, Germany, Russia, Spain,
the U.K., India, China, Japan, and Australia
_ All data is available on my.eurorscg.com
Brand Momentum Measures
_ Net Rating: % ―gained ground‖ minus % ―lost ground‖
_ Momentum Factor: Sum of those who don’t perceive a
change (―Stayed the Same‖ or ―Not Sure‖) divided into
Net Rating
_ Accentuates performance of brands that have high levels of
awareness and perceived change
_ Prosumer Strength: Net Rating among prosumers
minus Net Rating among nonprosumers

Digging Deeper: Charles Schwab
Net momentum ―as a company that can be trusted to help us make and/or
execute sound investment and financial planning decisions‖
(among 18 financial services brands)
Source: Euro RSCG Financial Brand Momentum Poll, 12/03
Net Momentum = % Gained Ground minus % Lost Ground
Male Investors
Fidelity +25
E*TRADE +23
Ameritrade +21
Wachovia +18
Vanguard +16
Schwab +14
Prosumer
Investors
Fidelity +29
E*TRADE +26
Ameritrade +22
Wachovia +18
Schwab +14
Investors with
HHI $100K+
E*TRADE +28
Fidelity +27
Ameritrade +27
Schwab +18
Wachovia +18
Investors with
HHI $250K+
Fidelity +57
Schwab +53
M. Stanley +47
Merrill +47
Ameritrade +45
Shuffling the Mix: Intel
_ Intel’s brand momentum was analyzed relative to 3 sets of
companies:
_ The top 10 brands by momentum score from the entire battery of
brands evaluated in each country
_ A more traditional set of competitors; in this case, computer
brands
_ A wider competitive set; in this case, companies that will be
competing for mindspace within the digital home
_ Based on our knowledge of the brand from other data
sources, the momentum data was remarkably accurate in
demonstrating where the brand is strongest and weakest

Intel’s Momentum Compared with the Top 10
PRC
RANK BRAND NR
1 Samsung 67
2 Haier 65
3
China
Mobile 57
4 Google 55
5 Crest 54
6 Meng Niu 53
7 Sony 52
8 Sina 50
9 Lenovo 50
10 Intel 50
France
RANK BRAND NR
1 Google 77
2 Taillefine 75
3 Nokia 69
4 Sony 69
5 Dell 61
6 Samsung 60
7 eBay 59
8 Danone 58
9 MSN 56
10
Carte
d’Or 55
…25 Intel 47
U.S.
RANK BRAND NR
1 eBay 69
2 Google 65
3 Dell 62
4 Verizon 61
5 Subway 56
6 FedEx 55
7 Wal-Mart 53
8 Sony 51
9 Discovery 50
10
Home
Depot 40
…40 Intel 35
U.K.
RANK BRAND NR
1 eBay 77
2 Google 72
3 Nokia 60
4 Tesco 58
5 Amazon 57
6 Neurofen 56
7 Dove 54
8
Mini
Cooper 53
9 Asda 53
10 Pringles 50
…42 Intel 38
Germany
RANK BRAND NR
1 eBay 64
2 Google 56
3 Aldi 55
4 Lidl 54
5 Ratiopharm 48
6 IKEA 47
7 Tchibo 47
8 Amazon 44
9 Media Markt 41
10 Mini Cooper 41
…136 Intel 14
India
RANK BRAND NR
1
ICICI
Bank 83
2 Amul 74
3
Hero
Honda
Auto 73
4 LG 73
5 Britannia 73
6 Reliance 73
7
S Bank of
India 72
8 Airtel 71
9
Bajaj
Pulsar 70
10
Hero
Honda
Bikes 70
..156 Intel 34
Intel ranks in top 2% of
525 brands
Intel ranks in top 5% of
492 brands
Intel ranks in top 7% of
527 brands
Intel ranks in top 8% of
564 brands
Intel ranks in top 19% of
708 brands
Intel ranks in top 30% of
504 brands
Source: Euro RSCG Prosumer Pulse
®
2004
Consumer technology brands (PC, CE, telco, Internet, and technology retail)
Net Rating (NR) Among All Respondents
Intel’s Momentum Among Computing Brands
_ Momentum is strongest in PRC, where it ties that of the leading OEM
_ Second only to the leading OEM in U.K. and U.S., but with a large gap
_ Clustered in India, where category is still in infancy among general consumer population
_ Higher Net Rating in France than in U.S. and U.K., but behind 3 other players
_ Entire category has lower momentum in Germany, but Intel’s lead over AMD, seen
elsewhere, is nonexistent
PRC
RANK BRAND NR
1 Lenovo 50
2 Intel 50
3 IBM 44
4 Microsoft 40
5 Dell 38
6 AMD 28
U.K.
RANK BRAND NR
1 Dell 50
2 Intel 38
3 Microsoft 37
4 HP 33
5 Palm 30
...7 AMD 15
U.S.
RANK BRAND NR
1 Dell 62
2 Intel 35
3 Microsoft 29
4 HP 29
5 AMD 15
6 Gateway 11
India
RANK BRAND NR
1 Microsoft 41
2 HP 38
3 Intel 34
4 IBM 30
5 Compaq 29
6 Apple 24
France
RANK BRAND NR
1 Dell 61
2 HP 54
3 Microsoft 49
4 Intel 47
5 Compaq 34
…7 AMD 17
Germany
RANK BRAND NR
1 Dell 29
2 HP 27
3 Palm 18
4 AMD 17
5 Intel 14
6 LG 13
Intel ranks #2 out of 15
computing brands; #10
in overall study
Intel ranks #2 out of 16
computing brands; #42
in overall study
Intel ranks #2 out of 17
computing brands; #40
in overall study
Intel ranks #3 out of 9
computing brands;
#156 in overall study
Intel ranks #4 out of 16
computing brands; #25
in overall study
Intel ranks #5 out of 20
computing brands;
#136 in overall study
Net Rating (NR) Among All Respondents
Source: Euro RSCG Prosumer Pulse
®
2004
Intel’s Momentum Among Digital-Home Contenders
_ Sony and Samsung have the greatest perceived momentum in the digital-home category
_ Intel is high in a second tier in France, PRC, and U.K., but lags slightly in Germany and India
India
RANK BRAND NR
1 LG 73
2 Sony 67
3 Samsung 66
4 Panasonic 43
5 Philips 42
6 Microsoft 41
7 Intel 34
8 Apple 24
France
RANK BRAND NR
1 Sony 69
2 Samsung 60
3 Microsoft 49
4 Intel 47
5 Philips 23
6 Panasonic 19
7 AMD 17
8 Apple 13
PRC
RANK BRAND NR
1 Samsung 67
2 Sony 52
3 Lenovo 50
4 Intel 50
5 LG 46
6 Philips 45
7 Microsoft 40
8 Panasonic 33
9 AMD 28
U.K.
RANK BRAND NR
1 Sony 49
2 Samsung 46
3 Intel 38
4 Microsoft 37
5 Panasonic 32
6 AMD 15
7 Philips 9
8 Apple 6
U.S.
RANK BRAND NR
1 Sony 51
2 Intel 35
3 Microsoft 29
4 Samsung 23
5 Panasonic 23
6 Philips 18
7 AMD 15
8 LG 4
9 Apple -2
Germany
RANK BRAND NR
1 Sony 39
2 Samsung 26
3 Panasonic 24
4 AMD 17
5 Intel 14
6 LG 13
7 Apple 9
8 Philips 9
9 Microsoft -25
Source: Euro RSCG Prosumer Pulse
®
2004
Net Rating (NR) Among All Respondents
Intel ranks #10 in
overall study
Intel ranks #42 in
overall study
Intel ranks #40 in
overall study
Intel ranks #156 in
overall study
Intel ranks #25 in
overall study
Intel ranks #136 in
overall study
_ Simply add the brands in which you are interested to an existing or
syndicated questionnaire and ask…

The Brand Momentum Question:
“Please indicate whether over the past few years each of the
following brands has gained ground, lost ground, or stayed the
same in terms of popularity among consumers”

_ In some instances, you may want to compare momentum on a particular
dimension; for example:
_ ―Please indicate whether over the past few years each of the following brands has
gained ground, lost ground, or stayed the same as a technology leader‖
_ ―Please indicate whether over the past few years each of the following brands has
gained ground, lost ground, or stayed the same as a company that can be trusted
to help consumers make and/or execute sound investment and financial planning
decisions”
How to Conduct Brand Momentum Polling


How to Conduct Brand Momentum Polling
AdScreen
_ Stripped-down version of conventional
pre-testing methodologies
_ No diagnostics
_ AdScreen focuses on 4 key elements:
_ Is the ad on strategy?
_ Does it communicate the strategy well?
_ Is the creative expression of the strategy well
branded?
_ Is the creative expression of the strategy
persuasive?
_ Model tested against MB Link methodology
as ―control‖
_ Test animatics perform incredibly similarly
in both methodologies

Model tested and now operational
Online Process Throughout…
_ Pre-test commissioned via AdScreen website
_ Client inputs against standardized
brief (variables minimized) and
uploads animatic
_ System generates online questionnaire
for approval
_ Questionnaire automatically drops into
appropriate online survey vehicle via Market
Probe Int’l (NY)
_ Completions feed into central
hub database, which automatically generates
results
_ Report made available online through
password-protected download
_ Download available as PDF or PPT document

On-Screen Report
Downloadable
Report
Significant Advantages Over Conventional Alternatives
FAST: Turnaround = 3–5 days vs. 2–3 weeks for MB Link
CHEAP: US$5–8K vs. US$22–28K for MB Link
FOCUSED: Only the information you NEED
SMART: Complements existing methodologies and avoids unnecessary costs



Working with Prosumers
_ Research
_ Brand Tracking
Clients In-House CBI Tools
Leveraging
Knowledge
_ Qualitative
_ Quantitative
_ Prosumer Panels
_ Databases
_ CBI Labs
_ Brand Momentum
_ AdScreen
_ WW and Market
Studies
Leveraging Global Prosumer Studies
_ All prosumer datasets are located on my.eurorscg.com (Strategic Tools page)
_ If you would like a copy of the original questionnaire (U.S.) for Prosumer
Pulse
®
2004, please contact Jenny Burke
_ Topics covered in the prosumer studies include family, parenting, health, diet, beauty,
travel, shopping, sexual behavior, media, politics, brand momentum, technology use,
and more
_ e-Tabs is a software program that enables easy
viewing, cutting and pasting, and sorting of data
_ Note: There are training and cost implications for
use of this software—each request will be
assessed individually
Working with Prosumers
_ Research
_ Brand Tracking
Clients In-House CBI Tools
Leveraging
Knowledge
NPD
_ Qualitative
_ Quantitative
_ Prosumer Panels
_ Databases
_ CBI Labs
_ Brand Momentum
_ AdScreen
_ WW and Market
Studies
_ Project Fishing
Project Fishing
_ Intensive prosumer immersion sessions (a day, a weekend, or longer), during
which you have prosumers do the thinking for you
_ Goal: To deconstruct current product attributes and identify opportunities for
new products, new markets, and innovations in response to genuine prosumer
needs
_ Format: Combination of group exercises and presentations, 1:1 interviews, and
group discussions
_ Moderated discussions (typically centered on needs, desires, issues, frustrations, wish
lists)
_ Exercises based on ―homework‖ submitted by participants in advance of arrival:
behavior or usage logs
_ Ideation exercises—inventing new products or services
_ Best-practices exercises that apply learning from competitors and other industries
_ SWOT exercises (Strengths, Weaknesses, Opportunities, Threats, AND Trends) on
current client offerings
_ Marketing-plan development (most relevant times, places, occasions)
_ New target markets

Project Fishing: Examples
_ Prosumer moms create new products they wish they had for
their homes
_ Now a standard feed into RB’s normal product-development
process
_ RB deemed it so successful they asked us to conduct a similar
session with their top global product-development staff
_ Prosumer parent and teen pairs discuss their respective roles in
home-technology decisions and what they want in the digital
home of the future
_ Unmet desires identified in the analysis of the home-technology
―inventions‖ the groups created
_ Learning incorporated into Intel’s product-development thinking
for its foray into the digital living room
How to Run a Project Fishing Session
_ Recruit a total of 20–50 participants who represent the target or key target
segments
_ Use algorithm to identify prosumers
_ To ensure active participation, also screen for creativity, category
engagement, and personality

Working with Prosumers
_ Research
_ Brand Tracking
Clients In-House CBI Tools
Leveraging
Knowledge
NPD Media
_ Qualitative
_ Quantitative
_ Prosumer Panels
_ Databases
_ CBI Labs
_ Brand Momentum
_ AdScreen
_ WW and Market
Studies
_ Project Fishing _ Working with MPG
Working with MPG
_ New CEO: Charles Rutman
_ Intelliquest re-interviews conducted
_ Prosumers identified
_ Can be reversed back into whole dataset