Who We Are: Vital Findings is a full-service market research firm offering expertise in quantitative research, qualitative research, information design, and storytelling deliverables. Our mission is to elevate the market research profession beyond just delivering reports and PowerPoint bullets, using the tools of design, marketing science, and management consulting to allow researchers to drive business action. We believe that researchers must anticipate trends, facilitate what’s next, and develop the future rather than follow it. Our rigorous research methods are founded in best practices drawing from our collective experience leading teams at the top global research companies. At Vital Findings, we take tried and true research methods to the next level. We are a methodology think tank, innovating at every stage of the research process to deliver the highest quality data in the most impactful ways. Combined with our visual design studio, we are able to deliver top caliber research in beautiful, synthesized, storytelling deliverables, enabling us to deliver research insights that compel action. We conduct research worldwide from our headquarters in Los Angeles, CA. For more information, please see vitalfindings.com Vital Findings’ Innovative Research Techniques CONCEPT TESTING USING VIDEOS & MOTION GRAPHICS Moving beyond the “text paragraph plus picture” model to present potential use cases and let respondents hear from actual consumers INFORMATION DESIGN Storytelling infographics that combine research insights with vivid and thought-provoking data design, delivered as posters, handouts, path-to-purchase maps, baseball cards, micro-sites, and room-size installations A Selection ASPIRATIONAL SEGMENTATION & SEGMENT VISUALIZATION Bridging current-market facts of traditional segmentation to the forward-looking mentality of product designers and marketers VISUAL QUESTIONNAIRE DESIGN Using graphic design to improve comprehension and data accuracy (e.g. brand entry point, adoption curves, timelines) SHOE BRAND LOYALTY I look for brands that are trustworthy, made of high quality materials, and are well-known AGE 2% 21% 28% 13-17 18-24 25-34 17% 32% 35-44 45-54 SHOE PURCHASE PRIORITY TOP High heels 2ND Flats 3RD Boots 4TH Sneakers Elite WHY SHOES REGION Polished Bold ASE 34% SEGMENT SIZE FASHION MAVENS of hy, made are trustwort n brands that are well-know and I look for materials, quality WHY SHOES INCOME METRO HIGH HEEL SPEND P3M SNEAKER SPEND P3M AGE 21% 2% 13-17 28% 18-24 25-34 SHOE PURCH PRIORITY SHOE BRAND Y LOYALT High heels TOP high STYLE MOTIVATIONS 32% 17% 45-54 35-44 E INCOM Flats of is a source Shopping ment entertain brand names High-end catch their and labels attention & polished Looking ted drives sophistica choices their fashion 2ND Boots 3RD Sneakers 4TH REGION FASHION MAVENS METRO AMBITIOUS INTELLIGENT INDENPENDENT HIGH HEEL P3M SPEND R OF HIGH NUMBE WORN HEELS REGULARLY 15.4 AMBITIO INTELLIG US INDEPEND ENT ENT ER SNEAK P3M SPEND UM HIGH MAXIM T HEEL BUDGE ITE RETAIL STORES FAVOR 34% SEGMENT SIZE ITE SHOE S BRAND FAVOR $1450 “ My wardrobe is carefully built with brands that exude sophistication and luxury and I’m willing to pay for the best. Elite Polished Bold “ STYLENS MOTIVATIO Shopping is a source of stress release Luxury brand names and labels catch their attention postcard Their fashion choices are based on looking classic & polished fake.indd MARKET ENTRY STRATEGY Multi-mode sampling to ensure correct market sizing, DCM models calibrated to market data to estimate potential audience and sales 3 10/15/14 3:02 PM INFORMATION ACCELERATION FOR NEW PRODUCT TESTING Employing mock-up news articles, online reviews, and use case storyboards to give consumers the information they need to properly evaluate future products (based on research from MIT) CUSTOM BRAND METRICS Developing and tracking multivariate brand health measures through key driver analysis UNIQUE TOOLS FOR AD TESTING Optimizing messaging and visuals in creative using DCM, timed recall exercises, and pre-creative positioning testing ADVOCATE FOCUS GROUPS Unique IDI-to-group approach has consumer advocates of competing brands evaluate the competition in IDIs and then advocate for their preferred brand in a focus group setting Our approach FI NE 1 DE Define Whether it’s traditional, custom or strategic research, our focus is on impact. Research impact is defined with clients, consumers and key stakeholders in mind We are research experts in both qualitative and quantitative research. Our approach to the process is one of the many things that set us apart. RE SE E YZ AL E AL IZ SU VI RM TO 3 NS AI BR Brainstorm For every project, we gather as a team and brainstorm hypotheses and areas of inquiry. If possible, we include clients and even sometimes consumers in these sessions 4 Research Once we have finished a project in field, the team meets again for a brainstorm session to synthesize key themes and discoveries from the data 5 Analyze CH AR AN SE ER 2 M IM Immerse We ask our team members to walk in the consumer’s shoes and immerse themselves in the product category in preparation for every project Our research methods include questionnaire design techniques like visual brand timelines and adoption curves, as well as way-finding symbols to help respondents better navigate the survey Our visual tools ensure the research findings resonate. Our deliverables are not only beautiful, but they tell a story through our visual storytelling techniques as well as use of infographics and videos 6 Visualize What we do Quantitative Research • Thoughtful, ad hoc work/ not “cookie cutter” Segmentation Attitude & usage Positioning Ad testing Concept testing/ concept development expertise Brand analysis Generative quant for new products and services B2B and B2C • • • • • • • • Advanced Analytics • • • • • • • • Discrete choice modeling and conjoint Forecasting Factor analysis Cluster analysis Regression Key drivers analysis Brand maps Data fusion Qualitative Research • • • • • • • • Ethnography Expert interviews B2B and B2C focus groups Shop-alongs Thought leader groups In-depth interviews Man-on-the-street (quick intercept interviews) Difficult recruit specialists Design Research & Usability • • • • • • • • • Information design Visual survey design Usability testing Persona development Co-creation workshops Client ideation sessions Immersions Prototyping Use case testing through illustration and video