1. The truthCan a mixed mode approach to social media research powerconsumer insight in the super premium smoothie category?Michael MayersVice President, Business Development

2. About ConversitionConversition is a social media research data provider Founded in 2009 by senior managers from IPSOS and NPD Group Acquired in May 2011, part of the e-Rewards, Inc. group of companies Social media research data provider focussed exclusively on the needs of the agency- and corporate market researcher Advocates a mixed-mode listening & asking approach to social media research2 3. The research challengeTaking a consumer-driven approach to brand research Research hypotheses driven only by social media consumer verbatims Just one day for study design, fieldwork, and analysis Using only social media-driven research from Conversition3 4. The integrated social media research methodologyRelevantAuthentic Structure & codification Listen Exploration & discovery Hypothesis generation Dimensionalize Ask Confirm Validate Meaningful Validated Actionable 4 5. Naked leads the super premium fruit smoothie categoryWhere does it go from here?5 6. 9:00am10:30am 11:00am 12:30pm 3:30pm6:30pmListen to unsolicited customer comments, generate research hypothesesI have a 7 year old who willnot eat anything green, but Hypothesis 1: A significant market exists tolikes green machine naked produce a range for children juice.its got soy protein in it. soy makes your body produceHypothesis 2: The addition of soy protein is estrogen. its good if ur a female. iwant yall to make one with just an issue for men whey protein. u know "for men" its like drinking a smoothie made Hypothesis 3: The Protein Zone range has a with sand taste issueSource: Conversition EvoListen social media consumer verbatims from period 1 Apr, 2011 31 Mar, 2012.6 7. 9:00am10:30am 11:00am 12:30pm 3:30pm6:30pmListen to unsolicited customer comments, generate research hypothesesI have a 7 year old who willnot eat anything green, but Hypothesis 1: A significant market exists tolikes green machine naked produce a range for children juice.its got soy protein in it. soy makes your body produceHypothesis 2: The addition of soy protein is estrogen. its good if ur a female. iwant yall to make one with just an issue for men whey protein. u know "for men" its like drinking a smoothie made Hypothesis 3: The Protein Zone range has a with sand taste issueSource: Conversition EvoListen social media consumer verbatims from period 1 Apr, 2011 31 Mar, 2012.7 8. Hypothesis 1: A significant market exists to produce a range for children9:00am10:30am 11:00am12:30pm 3:30pm6:30pm Deeper dive into unsolicited customer commentsI have a 7 year old who willnot eat anything green, butlikes green machine nakedjuice. It seems really healthy. I give it to my lo once in a I mix a few ounces withwhile and he LOVES it. When I have kids they will milk and he devours the only be drinking this greenstuff. machine naked drink because it is just to bomb all my kids love it. it and its healthy!also has vegetables in it. Baby love love loves it. LO loves GreenNot only did it give nutrientsuntil he got a little older, he Machinestarted associating the color green with good taste.There exists considerable discussion online about the benefits of giving fruit smoothies generally, and Naked fruitsmoothies specifically, to children as part of a healthy, nutritious diet 8 Source: Conversition EvoListen social media consumer verbatims from period 1 Apr, 2011 31 Mar, 2012. 9. Hypothesis 1: A significant market exists to produce a range for children9:00am10:30am 11:00am12:30pm 3:30pm6:30pm Codify and analyze survey open ends Stealth nutritionFor picky eatersensure that they are getting thereneeded portions of daily fruitTheyre great for picky eaters because(without them really realizing it). they taste good and give them nutrients. For busy parentsAlternative to sodaNaked a treat I am horrible at planning for parents?! prefer my daughter to drink fruit healthy meals and smoothies as opposed to sodas or cooking, so we rely other high calorie drinks heavily on smoothies. keeps them from eating too much unhealthy snacks between meals Healthy snackThemes emerged from the survey open ends around using Naked as a hassle-free supplement for kids diets, alternativesto unhealthy options, and a way to suppress appetites intra-meal. Naked is being used as a nutritional tool by parents.Source: Conversition survey using SurveyTool fielded April 15, 2012. Examples of open ended comments are from respondents who had givenNaked fruit smoothies to their children and were asked about the primary benefits of doing so (n=463). 9 10. 9:00am10:30am 11:00am 12:30pm 3:30pm6:30pm Listen to unsolicited customer comments, generate research hypotheses I have a 7 year old who will not eat anything green, but Hypothesis 1: A significant market exists to likes green machine naked produce a range for childrenjuice. its got soy protein in it. soymakes your body produce Hypothesis 2: The addition of soy protein isestrogen. its good if ur a female. i want yall to make one with just an issue for menwhey protein. u know "for men" its like drinking a smoothie Hypothesis 3: The Protein Zone range has amade with sandtaste issue Source: Conversition EvoListen social media consumer verbatims from period 1 Apr, 2011 31 Mar, 2012.10 11. Hypothesis 2: The addition of soy protein is an issue for men9:00am10:30am 11:00am12:30pm 3:30pm6:30pm Good old Google searchTrue or not, discussion around whether soy protein reduces testosterone is a hot topic on health, fitness and weighttraining-related websites.11 12. Hypothesis 2: The addition of soy protein is an issue for men9:00am 10:30am 11:00am 12:30pm 3:30pm 6:30pm Conduct pulse survey to determine extent of issueThinking about soy protein, with which of the following statements would you agree?Reduces the risk of heart disease 54% Reduces the risk of cancer 34% Improves cognitive function26% Helps with menopausal symptoms24%None of these20% 16% of respondents think that soy protein Reduces levels of testosterone in men 16% reduces levels of testosterone in men. Is this a problem?Source: Conversition survey using EvoListen fielded April 13, 2012 (n=250). Response time = 11 mins. Respondentswere allowed to select more than one option. Statements were randomized to reduce order bias.In a pulse check survey 16% of 250 random respondents thought that soy protein reduces levels of testosterone in men.Given that protein-based drinks are aimed at the health & fitness market, could this be an issue?12 13. Hypothesis 2: The addition of soy protein is an issue for men9:00am10:30am 11:00am 12:30pm 3:30pm 6:30pm Demographic analysis22% of Male respondents agreed that soyOf that 22%, nearly half were in the 18 24 year oldprotein reduces levels of testosterone in menage bracket 18 - 24 44% Male22% 25 - 3413% 35 - 44 11%Female 10% 45 - 5410% 55+ 0%Source: Conversition survey using EvoListen fielded April 13, 2012 (n=250).Source: Conversition survey using EvoListen fielded April 13, 2012 (n=250).A key named ingredient in the Protein Zone range of Naked fruit smoothies is considered by 44% of 18 24 year old malesto reduce levels of testosterone. This could be a serious consideration and purchase barrier within that demographic.13 14. 9:00am10:30am 11:00am 12:30pm 3:30pm6:30pm Listen to unsolicited customer comments, generate research hypotheses I have a 7 year old who will not eat anything green, but Hypothesis 1: A significant market exists to likes green machine naked produce a range for childrenjuice. its got soy protein in it. soymakes your body produce Hypothesis 2: The addition of soy protein isestrogen. its good if ur a female. i want yall to make one with just an issue for menwhey protein. u know "for men"its like drinking a smoothie made Hypothesis 3: The Protein Zone range has awith sand taste issue Source: Conversition EvoListen social media consumer verbatims from period 1 Apr, 2011 31 Mar, 2012.14 15. Hypothesis 3: The Protein Zone range has a taste issue9:00am10:30am 11:00am12:30pm 3:30pm6:30pm Deeper dive into unsolicited customer commentsi just wish it wasnt so gritty the graininess is not tolerable atthe grittiness was hard all!! to get use to at first This is the only naked drink i dont love. too grainy! its like drinking asmoothie made just dont like thewith sand chalky texture onIt has a grainy texture imthis onenot sure i likeSignificant amounts of unsolicited social media content suggests users have an issue with the taste and texture of theProtein Zone range, specifically issues around grittiness and chalkiness15 Source: Conversition EvoListen social media consumer verbatims from period 1 Apr, 2011 31 Mar, 2012. 16. Hypothesis 3: The Protein Zone range has a taste issue9:00am 10:30am 11:00am12:30pm3:30pm6:30pm Analyze survey data Over 40% of users would recommend that a new Protein Zone flavor reduced the level of chalkiness or grittiness. Low sugar47.7%Low calorie43.2%Reduced chalkiness or grittiness 41.5% Better consistency30.7% Whey protein only 19.0% Source: Conversition survey using SurveyTool fielded April 13, 2012. Respondents were asked If Naked were planning a new version of the Protein Zone flavor, which changes would you recommend? (n=1,099)Consumers desire a less textured formula for the Protein Zone range of Naked fruit smoothies. Interestingly they wouldalso value low sugar / low calorie versions.16 17. 9:00am 10:30am 11:00am 12:30pm 3:30pm6:30pm Summary and recommendations Parents are using Naked fruit smoothies as anThe market seems willing to accept a lineeasy and effective means of giving theirextension aimed at the specific nutritional children fruit and vegetablesneeds of childrenSoy-based protein has negative perception Naked should consider using a whey protein issues amongst 18 24 year old males, a keyonly formula or launching a new flavor aimed atbuying group the 18 24 male segment The Protein Zone range is valued by drinkers, Improve the Protein Zone formulas to reduce but taste and consistency could be significantchalkiness and grittiness purchase barriers17 18. Why use integrated social media research? This methodology exploits the strengths of passive social media listening with traditional survey techniques to quickly and cost-effectively deliver meaningful, substantiated, actionable consumer insights Listen first: Take a consumer-driven approach to your research. Listen to what brand stakeholders have to say. Flexible, relevant, real-time research: With no trade off in quality or actionability. Cost effective: Exploit the cost advantages of social media-based research channels.18 19. Q&AFor more information email us at:hello@conversition.com