the seidewitz group - capabilities (2015-05-06)

Understanding Minds.™ www.seidewitzgroup.com

Understanding Minds

Capabilities Presentation Updated May 5, 2015


Who we are:

Market research and insights-based consulting firm

•  Founded in 2001

•  Focused on the health care and"technology sectors

•  Highly experienced consultants"and high-value business model

•  Leaders in applying the science"of memory and motivation to"market research

•  Rigorous, collaborative strategy"development processes

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High-Value"Business Model

Deeper Understanding

Insight-Driven Strategy


Our clients

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Health Care

Technology


Our Services

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Service Examples

Qualitative Research Many!

Quantitative Research"(including advanced analytics)

Invisalign Global Claims Study

Deep Insights Merck High/Low Prescriber

MetAnalysis GE Health Care

Market Assessment Xero Acquisition Assessment

Volumetric Forecasting"(through alliance with Top Box Associates)

McAfee Social Protection, Dash Navigation, Invisalign Express 5

Positioning Strategy & Messaging Invisalign, LegalZoom, QuickBooks

New Product Innovation/Idea Generation ConAgra, Intel, Invisalign

Marketing Strategy Consulting Invisalign, LegalZoom


What sets us apart from other research firms:

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High-Value Business Model

Proprietary Research Techniques for Deep

Customer Understanding


Each discussed in the following sections…



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Consultant Experience Focus Areas

Jackie Bay P&G, Campbell’s Qualitative Research

Consumer, Medical & Pet Care Markets

Colleen Chappellet

P&G, E&J Gallo, Ph.D. in Consumer

Theory

Qualitative Research

Consumer Behavior

Trisha Emish LensCrafters, Coors


Usability Research

Alyson Ferranti The Hay Group, Playtex Quantitative Research

Christiane Hile Intuit Innovation/Ideation


Kellam Mattie Coke, The Zyman Group


Consumer Marketing

Erika Pretell Intuit Qual & Usability Research Tech Markets

Tracy Rosen GE Innovation/Ideation

Health Care Markets

Projects are led by consultants with 10+ years experience at world-class marketing companies.



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Scott Seidewitz

•  15+ years driving growth"through research and insight-driven consulting.

•  Leader in applying the"science of memory and motivation to understanding consumer behavior. Innovator in using these insights to drive marketing results.

•  Winner of a National Citation of Excellence from the American Advertising Federation

•  MBA from MIT and former P&G brand manager.

Involvement of our principal, Scott Seidewitz, in all projects ensures a high-level view of your business and cross-project learning.



Recruiting and sample acquisition are handled by our full-time, highly experienced staff.

A completely virtual business structure results in low overhead costs.

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Karen Toombs Director of Research

Trisha Emish Chief Operating Officer

13+ years market research management

experience

20+ years market research and agency management experience



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Principal Involvement in All

Projects

Professional Recruiting Staff

High-Level Consultants

Completely Virtual Company

+

+

+

= High-Value Add

+

Competitive Costs

This business model allows us to deliver high-value findings and recommendations

with a low cost structure.



Case Study: High-Stakes, High-Speed •  Situation

–  Cardinal Health, a health care giant with over $100 billion in sales, developed a complete overhaul of its brand architecture, naming conventions and brand positioning. Just before deployment, senior management asked for primary research to ensure customer acceptance.

–  Research requirements were: »  Conduct 75 qualitative phone interviews across 16 health care audiences. »  Conduct qualitative and quantitative research with the sales force. »  Complete 50% of interviews and deliver topline report in 26 days. Full report in seven weeks.

•  What We Did –  Our recruiting team’s experience and established relationships allowed us to select two partners

we knew could quickly recruit the tough audiences Cardinal needed (such as hospital CEOs and independent pharmacists). We handled recruiting of sales reps directly.

–  Our business model allowed us to instantly scale-up, bringing in five consultants to moderate interviews, hold an online bulletin board with reps and conduct a survey of the sales force.

•  Results –  39 interviews (more than 50%!) were completed and a topline report delivered within the 26 day

requirement. The full report was delivered in seven weeks, as promised. –  Fortunately for Cardinal Health, our research confirmed the potential of the new brand

architecture. The research yielded several tweaks to communication that helped deliver a successful launch.

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Deeper Customer Understanding

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Understanding Minds.™ www.seidewitzgroup.com 13

? Why do people say one thing…

and then do something else?



The problem is…Confabulation

•  People fill in gaps in memory with fabrications that they believe to be true.

–  Well established in psychology and neurology literature.

•  Huge, under-recognized problem in market research. –  Ad testing

–  Recall of product and service experiences

–  Purchase/prescribing drivers

–  Emotional motivators

–  Product development

Contextual research techniques based on the science of memory and motivation overcome problem of confabulation and deliver deeper customer insights.

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Contextual Research •  Proprietary research techniques using the science of memory

and motivation uncover implicit and emotional needs.

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NeedsMap™

•  Translates contextual research findings into an in-depth, one-page roadmap of your consumers’ purchase decisions.

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Case Study: Getting Inside Physician’s Heads

•  Situation –  Our client the #2 brand in $6 billion pharma category.

–  Previous research failed to identify reasons for"limited support among low prescribers.

»  Low prescribers felt the top two drugs were"interchangeable and were not even aware of their own low prescribing of our client’s brand.

•  What We Did –  Used our Context Storytelling research technique to reconstruct the memory context of the

prescribing decision (Context Storytelling is adapted from the Cognitive Interview, a methodology used to improve the completeness and accuracy of eyewitness memory recall).

–  Determined that superiority efficacy claims made years ago by the market leader continued to drive habituated prescribing behavior with severe patients, without doctor awareness.

–  Also found that “side indications” (secondary uses of the medication) influenced prescribing behavior, despite doctor statements to the contrary.

•  Results –  Client launched campaign to strengthen efficacy perceptions and market side indications.

–  Gained half share point ($30 million topline growth) in six months, leading to highest share in brand history. About a 35,000% ROI on the research!

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Low Prescriber High Prescriber

?



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Contextual research and/or MetAnalysis™ are the foundations for our strategic consulting processes:

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Contextual Research

NeedsMap

Brand Positioning

Product Innovation

Messaging



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Our processes are rigorous, collaborative and focused on maximizing business outcomes:

•  Deep engagement with the customer at every step •  Deep engagement of Project Team at every step

•  External focus—the customer is the ultimate decision-maker

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Volumetric Forecasting •  Also known as a “simulated test market.”

•  Inputs: Quantitiave concept data, market size assumptions, promotional support scenarios.

•  Output: Forecast of unit volume and revenue for up to five years.

•  Reliability: Models validated by testing forecast vs. actual in-market sales. Strong models have mean accuracy in range of +/- 15%.

•  How it works

–  Models developed based on academic work by Fourt, Dirichlet, Silk and others and honed through statistical analysis of thousands of concept test results.

–  Originally for packaged goods. Used extensively in past 20 years for technology and health care.

–  Our key forecast partner is Top Box Associates. Top Box’s forecast model has mean accuracy of +/- 11%.

–  Combines our expertise in positioning strategy, product innovation and concept development with Top Box’s expertise in forecasting.

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Sample Research Concept

Top Box Associates Forecast Data



A Clear Turnaround

•  Situation –  Three-year decline in Invisalgn’s North American business (2007 – 2009).

•  Our Analysis –  Completed a MetAnalysis™ (a comprehensive audit of existing research and strategy

documents) that identified three “800 lb. Gorillas”—barriers holding back the business.

–  Performed an analysis of concept and volumetric forecast results, which showed current product innovation strategy was not significantly increasing doctor utilization of Invisalign.

–  Conducted contextual research and developed NeedsMaps™ to provide a deep understand of dentist, orthodontist and consumer needs.

•  What We Did –  Developed new product innovation strategy to address Gorillas and drive doctor utilization.

–  Used deep customer understanding to develop highly compelling new positioning strategies to consumers and professionals.

•  Results –  15%+ growth in North American business in for five consecutive years (2010 – 2014).

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Understanding Minds.™ www.seidewitzgroup.com 24

•  Extensive Pharma and Med Device Experience

•  High-Value Business Model

•  Deeper Customer Understanding

•  Insight-Driven Strategy

We have the experience, business model and methodologies to help grow your business. Contact us to get started.

The Seidewitz Group 333 Greenwich Street, New York, NY, 10013. 212-477-7722 [email protected]


Thank You!

Contact Information:

The Seidewitz Group 333 Greenwich Street"New York, NY 10013"

212-477-7722

[email protected]

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the seidewitz group - capabilities (2015-05-06)

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