1

ObjectiveDetermine the most powerful advertising message to increase leads.

Data Source450 telephone interviews nationally among Outward Bound graduates.

Question “What have you said to recommend Outward Bound?”

ThoughtScan

VERBATIMS SCAN FREQUENCYgrow(th) 126personal 88experience 57

ThoughtTalk"You'll grow as a person."“The experience helps you understand yourself.“"I grew personally through the experience."

Results

Outward Bound was conceived in 1941 to instill self-reliance in British seamen threatened by German U-boats. Using a Personal Growth Experience promise, it is now the #1 adventure-based education program in the world. It works. 80% of students want another course.

Outward Bound: Advertising StrategyOutward Bound: Advertising Strategy

2

ObjectiveDetermine the most powerful public relations / online advertising positioning

Data Source Email/Web pop-up customer interviews

Question“How do you rate TaxBrain.com? Why do you feel that way?”

ThoughtScan

VERBATIMS SCAN FREQUENCYeasy 123fast 106secure 72

ThoughtTalk“Your site was very easy to use.”“Fast and easy for both me and my family.”“Easy and secure to file electronic tax returns.”

ResultsPositioning TaxBrain.com as “Fast & Easy to use” in strong PR and continuing online advertising increased revenue 40% over the previous year.

TaxBrain.com: Competitive PositioningTaxBrain.com: Competitive Positioning

3

Objective Determine best positioning for drummers

Data Source 300 telephone interviews among pros

Question “Why is ‘Been Around Since 1623' so appealing to you?”

ThoughtScan

VERBATIMS SCAN FREQUENCYProven 138History 119Years 87

ThoughtTalk“They've been around for years. Cool!”“They must be good to be around that many years.” “Give me the proven cymbal with a history.”

Results

While the musical instrument segment has nearly flattened, Zildjian has increased its global leadership. Avid users range from Ringo Starr and the Dave Matthews Band’s Carter Beauford to the Boston Symphony Orchestra.

Zildjian Cymbals: Advertising StrategyZildjian Cymbals: Advertising Strategy

4

Objective Determine what readers like most about the paper

Data Source2,500 surveys conducted online, by phone, on the street, and by fax

Question “What would you say to recommend amNewYork to a friend?”

ThoughtScan

VERBATIMS SCAN FREQUENCYfun 175quick 105free 102

ThoughtTalk“It’s a fun read. And quick, too.”“Free is good, but that only gets me the first time.”“I enjoy the fun stuff and the buzz about NYC.”

Results

Within two years the paper has generated a loyal reader base of over 318,000 New Yorkers and has defended itself successfully against the introduction of Metro in New York, while becoming instrumental in transforming the NYC paid newspaper market, which includes the New York Times, the Daily News, and the Post. These papers have had to rethink their current strategies to compete against free newspapers like amNY and Metro.

amNewYork: Reader SurveyamNewYork: Reader Survey

5

Objective Determine most appealing aspects of new big and tall line

Data Source 436 surveys conducted in-store and by telephone

Question “When you shop for clothing, what's most important?”

ThoughtScan

VERBATIMS SCAN FREQUENCYcomfort 128fit 95price 23

ThoughtTalk“It's all about comfort and fit.”“Big fashion? That sounds like an Armani tent?”“It doesn't matter how much I saved if it feels crappy.”

Results

Last year, Casual Male successfully launched a clothing line, the George Foreman Signature Collection.  George Foreman was not only the spokesman, he actually helped develop the product, for which he promised, “comfortable fit for big and tall men (like me) so we can feel our best.”  In the first quarter alone, stores experienced a 12% sales increase upon product introduction.

Casual Male: George Foreman SurveyCasual Male: George Foreman Survey

6

Objective Determine how frequent car-washers justify the expense

Data Source Intercept interviews at car washes

Question “What is there about Louis that justifies the price?”

ThoughtScan

VERBATIMS SCAN FREQUENCYFeel 122 good 89Better 256

ThoughtTalk“I actually feel better when my car has been washed.”“I feel good when my car is clean.”“Call me crazy, but the car drives better when it’s clean.”

Results

The National Car Wash association issued press releases nationally. The story was picked up by hundreds of publications including the Wall Street Journal and Forbes magazine.

National Car Wash Association: Motivational Research National Car Wash Association: Motivational Research