About Phoenix:

Phoenix Marketing International is dedicated to our clients’ marketing performance, and we are
passionate about this dedication. Phoenix is committed to maximizing a client’s Return on Marketing
Investment (ROMI) through a broad range of initiatives:

 Measuring the marketing performance of a communications campaign

 Evaluating markets
 Developing new concepts and products
 Informing response marketing initiatives
 Measuring customer experience
 Developing a customer experience strategy

It is this commitment and passion that has made Phoenix one of the fastest growing marketing services
firms in the world and partner to many of the largest companies in the Affluent, Automotive, Financial
Services, Healthcare, Multicultural, Technology, Media and Travel and Leisure markets worldwide.

Each Phoenix team brings a unique combination of industry knowledge, research expertise, marketing
consulting insights and modeling proficiency when partnering with clients to solve complex business
issues.

But don't take our word for it. Explore our Markets on the left and Marketing Accelerators above to read
cases about how we're providing "Research That Delivers" to current clients' bottom line.

People:
Phoenix continues to challenge the traditional marketing research model every day. The leadership team
is comprised of seasoned marketing and research experts who have migrated from large corporations to
this entrepreneurial haven which values fresh ideas and is designed to quickly deliver better products and
services to clients at lower costs. This team knows what you're looking for because most of us were in
your position not too long ago.

You want information and insight that is translated into bold new product and program concepts which
will inspire your customers and build brand affinity. You want to work with people who are continuously
looking for the next new trend in your industry, are catalysts for change and are obsessive about
providing the precise research support for your decisions. You want the direct involvement and thought-
leadership of the most experienced professionals in your industry on every one of your projects. This is
what we deliver; this is how we create "Research That Delivers to Your Bottom Line."

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 MARKETS:
 Affluent
 Automotive
 Business Intelligence
 Digital Dimensions
 Converged Technology & Media
 Financial Services
 Healthcare
 Insurance
 Multicultural
 Travel and Leisure
 Other Markets

Phoenix Affluent:
The Phoenix Affluent research team is the leading U.S. authority on affluent consumer attitudes and
behaviors. Our team assists clients in understanding the trends and issues that impact their affluent and
high net worth markets and in developing actionable strategies to drive revenue growth.

Custom Research:
Custom studies are developed with two key objectives—to deliver actionable marketing data and to
impact the bottom line. The results of each study reveal which segments to target, as well as the drivers
that motivate consumers and differentiate the client’s brand from competitors.
 
These quantitative studies are designed to link research insights to customer profit or lifetime value data
to show clients where opportunities exist to grow revenue, either in the marketplace or within their
customer base.
Syndicated Research:
Syndicated Affluent Marketing Services (AMS) studies are conducted bi-monthly. These large-scale
studies explore Affluent consumers’ investment behaviors, relationships with financial services
companies, loyalty, and share of wallet, perspectives on retirement and more. Subscribing clients have the
opportunity to add custom questions and receive quick responses. See additional detail in Market
Landscapes.
 
The AMS studies form the foundation of Phoenix’s custom research services, providing clients
unprecedented access to mainstream affluent, high net worth and ultra-high net worth households. The
Affluent team can access Phoenix’s rich databases to solicit otherwise difficult-to-recruit participants for
quantitative and qualitative research sessions.
 
Impact of the Financial Crisis - A Segmented View - August, 2009

Explore Phoenix’s Marketing Accelerators to learn how our unique services deliver ROMI faster across
the entire marketing lifecycle.

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Phoenix Automotive:
Phoenix Automotive is the leading authority on vehicle purchase motivations. Concept exploration,
advertising research and buyer segmentation studies together create a comprehensive knowledge base for
market decisions.

Custom Research:
The Automotive team also works with clients to develop custom studies with two key objectives—to
deliver actionable marketing programs and to impact the bottom line. The results of each study reveal key
segments to target as well as the drivers that motivate consumers and differentiate your brand from
competitors. Our quantitative studies are designed to link research insights to customer profit or lifetime
value data to show clients where opportunities exist to grow revenue, either in the marketplace or within
their customer base.
Syndicated Research:
Phoenix’s Concept X testing program provides fast feedback on which automotive marketing and
incentive program elements, or combinations of elements, will deliver the highest return. Results from the
past several years establish norms and trend lines.

Phoenix’s syndicated Automotive AdPi® Audit (Advertising Performance Index) tracking program

provides monthly reports on which ads and ad campaigns are generating the highest consumer response,
along with diagnostics illustrating creative strengths and weaknesses, media contribution and more.
Ongoing tracking of all the top advertisers and brands is conducted across five key automotive segments
which together represent the entire industry’s recent buyers and intenders. Monthly reports enable fast
decision-making on ways to optimize marketing programs and media budgets. And quarterly in-depth
analysis shows how marketing is driving clients’ performance versus key competitors at every stage of
the purchase funnel. See additional detail in Market Landscapes.

Explore Phoenix’s Marketing Accelerators to learn how our unique services deliver ROMI faster across
the entire marketing lifecycle.

Phoenix Business Intelligence:

Phoenix Business Intelligence provides solutions that streamline research processes. We are a leader in
designing, developing, and implementing highly automated business analytics solutions. In short, we help
clients make their important business decisions more efficiently and effectively.
 
Services Overview:

Research Analytics
Survey Tabulation
 
Phoenix Business Intelligence can assist you with your basic tabulation projects as well as the most
complex jobs. We have an innovative on/offshore staffing model where easy to follow tasks can be done
at the lowest cost while onshore experts provide advice, guidance, and consulting.
Additionally, Phoenix Business Intelligence has expertise in a wide variety of industries and their data
models. This means that we can work with industry and scientific data sets above and beyond
questionnaire data. It’s no problem to integrate multiple disparate data sets into one complete analysis.

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Tabulation Tasks:

 Simple and complex nested cross tabulations

 Base counts and frequencies, row and column percents, marginals
 Sample balancing, weighting, and rim weighting
 Statistical significance testing, confidence intervals, T and Z tests, ANOVA, Chi-Square
 Mean analysis with mean, median, mode, max, min, standard deviation
 Advanced formatting options: HTML output, table shading and fonts, highlighting scores, and
more
 Automated graphing in PowerPoint, Excel, HTML and Word
 Win Cross, Quantum/Quaver, SPSS/PASW/Desktop Reporter, and others
 Experts in high volume data processing and reporting especially for tracking studies

Process Automation
Increase Productivity with Automation

Stop wasting time processing data and building reports by hand or with only partial automation. Phoenix
Business Intelligence can automate the entire process from end to end including data conversion,
cleaning, processing, tabulation, formatting, and publishing. Automatically create virtually any graphic
with report automation. 

Automation Benefits:

 Increase productivity and lower cost 

 Improve report consistency & quality
 Turn around your data faster!
 Simplify the production process
 Stay focused on your business

Features:

 Produce any graphic in PowerPoint, Excel, HTML, Adobe PDF, Word, and more.
 Go directly from survey data to reports fast
 Produce fully customized reports in large volumes
 Automatically integrate disparate data, spreadsheets and databases
 Automate tabulations, statistics, stat testing and any other calculations

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Online Research Applications:
Phoenix Business Intelligence has a dedicated group of specialists who are expert in developing web-
based market research applications. Our analysts and software engineers build easy-to-use, high
performance market research applications for some of the biggest firms in the industry.
 

 Online Tabulation Tools – Allow your staff or end clients to perform their own tabulation
 Web Based Reporting – Deploy your reports to the internet as interactive applications or
automatically generated PowerPoint or Excel.
 Dashboards - One dashboard can summarize performance in a quick, insightful, and powerfully
illustrated snapshot.
 Full Online Analytics Applications – Phoenix Business Intelligence specializes in deploying
market research software applications using SPSS Server, SPSS Collaboration, MrStudio, and
other SPSS and Microsoft technologies.

 
Dashboards With the overwhelming flow of information in business today, managers need clear yet
powerful views into business performance. With dashboards, scorecards, and other interactive reports,
managers can quickly obtain views of business performance without wading through reams of
information.
 
Phoenix Business Intelligence can provide fully interactive dashboards in PowerPoint, Adobe PDF, and
on the web in HTML. Our dashboard technology uses Macromedia Flash to enable rich media dashboard
applications that include mapping and other visually pleasing elements.
 

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Software Platforms:
 

 SPSS – SPSS is a core building block for market research analytics applications. Our teams are
expert in the design and develop of applications using SPSS Server, SPSS Collaboration, SPSS
Web Reporter, MrStudio, Text Analysis, and more.
 Business Objects – Our teams have very deep technical expertise in Business Objects Crystal
Xcelsius using both the specialized server software that provides “real time” dynamic update as
well as the standard desktop version. Also, we have experience implementing large data
warehouses using Business Objects Enterprise.
 Macromedia Flash/Flex – We can build highly interactive and rich media applications for web
using both Flash and Flex.
 Microsoft – Mircrosoft technologies are the glue that often holds web applications together. We
have deep expertise using .Net, C#, Visual Basic, VBA, SQL Server, and Analysis Services

Explore our specialized business intelligence services to see how Phoenix can streamline your research,
improve your productivity and quality, and allow you to focus more on your work.

Phoenix Digital Dimensions:

Phoenix Marketing International’s Digital Dimensions is a breakthrough research platform that goes
beyond click-through metrics to give clients comprehensive insight into the effectiveness of their
interactive media and the impact of interactive campaigns on their brand health. Armed with the insights
provided, clients are able to take decisive action and maximize interactive campaign performance.

The Digital Dimensions Difference

Interactive media has become an undeniably powerful marketing tool that is commanding an increasing
portion of advertisers’ media dollars.  As a result, marketers need to understand interactive campaign
effectiveness, the creative potential of individual executions, and how they contribute to the brand.  Until
now, interactive media research was expensive, time-consuming, and left a lot of questions about the
contribution of interactive campaigns to brand health.
Today you have a new option. Phoenix Marketing International and AOL have formed a strategic
partnership to create a new approach to interactive media research.  The result is Digital Dimensions, a
research platform that measures the real impact of interactive media exposure on consumers’ actions and
perceptions: 

Digital Dimensions provides you with an unmatched perspective of the consumer experience by tracking
every person that is exposed to your interactive media.
The best insights are achieved by targeting those already exposed to your advertising in the real world. 
Rather than depending on “self-stated” exposure, which can be incorrect and misleading, our proprietary
technology tracks every single person that sees your interactive media.  Later, when respondents are
recruited into our survey, we have a record of exposure, including to which ad(s) and how many times.

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Digital Dimensions uses an “Exposed” (test group) versus “Non-exposed” (control group) research design
to pinpoint how interaction with your ads affects consumers.
“Exposed” respondents present the unique opportunity to explore the consumers’ experience with your
interactive media. By segmenting a test and control group based on exposure, you are able to isolate the
effect your ads had on consumers and quantify the changes in their perceptions and attitudes towards your
brand.

Digital Dimensions uses a unique recruiting methodology to provide you with the most representative
respondent base.
Other research platforms use an “intercept” methodology that recruits respondents right when they see
your advertising, which could bias your results. When respondents are surveyed immediately after
viewing an ad, scores may be inflated because they were exposed so recently. Digital
Dimensions recruitment methodology uses a more true-to-life respondent base that gives you access to
the widest variety of targeted audiences in terms of demographics, psychographics, and exposure to your
advertising.

Digital Dimensions’ deep analysis leverages the leadership and expertise of Phoenix Marketing’s brand &
advertising testing products, models and tools.
Phoenix Marketing International is a proven leader in predictive modeling and creative analysis for brand,
advertising and media. Digital Dimensions leverages this industry-leading knowledge in its interactive
media testing methodology to provide you with specific and prescriptive insights into your online
creative. 

 Creative AdPi (Performance Index) score – Proprietary model that accurately predicts an ad’s
potential for in-market success
 In-Market AdPi (Performance Index) score – Proprietary model that accurately predicts consumer
response and ad ROI
 In-depth creative evaluation metrics
 Various levels of ad recall
 Direct impact upon brand impression
 Direct impact upon likelihood to purchase
 Consumer actions tied to ad exposure
 Relevant norms for all metrics within industry categories

Digital Dimensions is able to examine the interactive effect of your online and offline media channels and
their combined impact on your brand.

Phoenix Marketing’s brand & advertising tracking products cover all major media channels (including
TV, print, radio, direct mail, etc.) across numerous industries.  Through cohesive methodologies, Digital
Dimensions is able to integrate with these other products for a holistic view of your marketing efforts.
This integration allows you to analyze how each component works with the other as well as your overall
brand strategy.  

Digital Dimensions goes beyond static reporting, instead using an interactive online dashboard reporting
system to provide the most advanced tool for analyzing your online media.
Research needs to keep pace with the lightning speed of the online world and focus in on actionable,
results-oriented information. To do this, Digital Dimensions uses an online reporting dashboard that goes
beyond basic reporting, giving you dynamic access to your data.  The dashboard is an interactive tool that
will enhance your insights and provide you with direction for improvement.

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Phoenix Converged Technology & Media:
Reflecting the evolving industry, Phoenix Converged Technology and Media combines deep expertise in
Media and programming with demonstrated experience in Technology and Telecommunications research
to deliver relevant valuable market insights to our clients.

Converged Technology
Today’s rapidly moving and converging IT, electronics, software, communications, networking and video
markets require firms to take a holistic approach in gathering market information, transforming it into
strategies, and executing on those strategies. The Phoenix Converged Technology team specializes in
providing insight into perceptions of brands, products, and service packages in the rapidly changing
technology landscape. Research services cover both consumer and business decision-makers in domestic
and global markets.
 
Custom Research
The Converged Technology team works with clients to develop custom studies with two key objectives—
to deliver actionable marketing programs and to impact the bottom line. The results of each study reveal
key segments to target as well as the drivers that motivate consumers and differentiate the client’s brand
from competitors. These custom studies are designed to link research insights to customer profit or
lifetime value data to show clients where opportunities exist to grow revenue, either in the marketplace or
within their customer base.

Our expertise spans:

 Consumer insights
   -   Early adopters
   -   Gamers
   -   Multicultural
 Business to business insights
   -   Small business  (including SOHO)
   -   Enterprise
   -   Public sector
   -   C-level respondents
   -   Decision makers
 Domestic and global
   -   Sampling and methodology expertise
   -   Emerging markets
 Qualitative and quantitative
   -   Including on-line qualitative techniques with business and 
       consumer audiences
 Syndicated and custom programs

Our research and consulting services include:

 New product development

 Market share/sizing
 Market segmentation and target marketing
 Concept testing, forecasting and pricing
 Brand performance and migrations
 Customer experience and satisfaction
 Market landscapes and opportunity assessment

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  Ad and copy testing
 Customer Intelligence, data mining and modeling
 Complex sampling and weighting

 
Syndicated Research
Syndicated research explores product usage and distribution of the customer’s technology wallet at the
household level, as well as the impact of marketing communications on brand and business results. Our
work features two inaugural studies:

 The Phoenix Consumer Convergence 360 study is a unique research offering that provides our
clients with deep insights into how technology is impacting the home and business lives of their
customers and end users.
 The Phoenix QuadPlay AdPi® and BrandPi® Audit measures the impact of marketing
communications on brand and business performance for wireless phone, wired phone, paid TV
and Internet services. Rapid-response reporting allows clients to make quick decisions around
ways to optimize marketing programs and media budgets.

See additional detail for each study in Market Landscapes.

 
Explore Phoenix’s Marketing Accelerators to learn how our unique services deliver ROMI faster across
the entire marketing lifecycle.

Media:
Traditional entertainment vehicles and scheduled programming do not always meet the needs of today’s
consumer. From the use of the DVR to Internet broadcasts on a personal computer or portable handheld
device, consumers today are embracing their ability to choose how, when and where they obtain
information and entertainment.

The Phoenix Media research team partners with clients across the broadcast television, cable, print and
other media industries to help them better compete in today’s dynamic environment. Our media
specialists design, organize, execute, and deliver all types of research projects. Using custom quantitative
and qualitative methods the Phoenix Media team gauges audience receptivity to new and existing
programs, tests promotional messages, and assesses interest in emerging media platforms as well as the
latest media and entertainment offerings.

Phoenix Financial Services:

Phoenix is the foremost authority on financial services and payment systems research in the United
States. Our research services cover both consumer and business decision-makers in domestic and global
markets.

Custom Research: Financial Services, Affluent Investors, Payment Systems

The Financial Services team also works with clients to develop custom studies with two key objectives—
to deliver actionable marketing programs and to impact the bottom line. The results of each study reveal
key segments to target as well as the drivers that motivate consumers and differentiate your brand from
competitors.

Our quantitative studies are designed to link research insights to customer profit or lifetime value data to

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show clients where opportunities exist to grow revenue, either in the marketplace or within their customer
base.
Syndicated Research: Financial Services, Affluent Investors, Payment Systems
Phoenix conducts two types of syndicated research for the financial services industry—advertising and
brand performance tracking; and payment systems’ usage and share of wallet tracking.

The Phoenix AdPi® and BrandPi® Audits (Advertising Performance Index and Brand Performance Index
Audits) measure the impact of marketing communications on brand and business performance. Rapid-
response reporting allows clients to make quick decisions around ways to optimize marketing programs
and media budgets. Coverage of the financial services categories include investment services retirement
services, credit cards, retail banking and property and casualty insurance. 

Syndicated Affluent Marketing Services (AMS) studies are conducted bi-monthly. These large-scale

studies explore Affluent consumers’ investment behaviors, relationships with financial services
companies, loyalty, share of wallet, perspectives on retirement and more. Subscribing clients have the
opportunity to add custom questions and receive quick responses.

Phoenix’s Payment Systems studies track consumer and business owner product usage behaviors for
ATMs, debit cards, credit cards and other electronic payment devices. Studies cover credit cards,
electronic banking, merchant payment systems, billing systems, banking systems and mobile payment
systems. 

Phoenix Healthcare:
The Phoenix Healthcare research team partners with clients to help better predict, manage and influence
the healthcare decisions of physicians, payors and patients. Our research offerings are uniquely designed
to meet the needs that arise throughout the commercialization process—from clinical discovery to launch,
and accelerated growth to generic competition. Our clients span a broad customer base that includes
pharmaceutical, biotech, device and diagnostics as well as healthcare organizations in both the U.S. and
internationally.

Custom Research (International & US Domestic)

Phoenix Healthcare provides custom-designed marketing research solutions for U.S. and International
pharmaceutical and healthcare customers. The Healthcare team will work directly with you to design
custom studies with two key objectives—first, to deliver actionable marketing programs and, second, to
impact your bottom line. The team’s specific expertise centers on physician needs and evolving
behavioral trends within the context of increased patient influence and reimbursement restriction.

The results of each study reveal key segments to target, drivers that motivate purchase decisions and
differentiators for your brand. Designed to link research insights to performance data, our quantitative
studies show clients where opportunities exist to grow revenue, either in the marketplace or within their
customer base.

Phoenix Healthcare’s unique qualitative research techniques uncover new insights and unmet needs.

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International Research

Our International team, residing in both the U.S. and Europe, provides proven qualitative and quantitative
research findings on various types of studies, including customer satisfaction with both HCPs and
patients, global positioning, market landscape, segmentation, pricing, patient records-based
research, A+U and market potential via advanced analytics. This truly dedicated team solely works on
international projects for clients in the pharmaceutical and healthcare industry.
Syndicated Research (US Domestic)
Phoenix Healthcare has developed an advertising/communication audit and performance evaluation
system founded on large-scale, syndicated industry tracking studies known as AdPi® and BrandPi®
Audits (Advertising Performance Index and Brand Performance Index). 

Audits covering the Top 10 DTC Pharmaceutical categories by media spending are being launched every
quarter, including: Chronic Pain, Cardiology/Cholesterol, Cold/Allergy, Reproductive,  Respiratory,
Digestive, Neuroscience, Osteoporosis, Sleep and Overactive Bladder. The Cardiology/Cholesterol
Audit  and Women’s Contraceptive Audit were launched in 2008; the others will be launched in 2009.
These studies track brand awareness, brand knowledge, usage, and measures which ads and media are
generating the highest response for the money. Learn more about this study and about recent publicity-
driven market trends in the cholesterol category in the Spotlight Section to the right.

Phoenix Insurance:
Phoenix Marketing has the depth of experience and the innovative, disciplined approach that insurance
marketers need to understand their brand, their customers and the market forces that affect them. Our
clients benefit not only from our team’s decades of experience researching the stakeholders in the
insurance industry, but from their experiences working within the industry as well.
We provide a variety of research services, both qualitative and quantitative, in order that insurance clients
and their marketing partners can develop the products, services, and messaging platforms to grow their
brands and improve their bottom lines. Our clients find that our industry knowledge and our experience
targeting and interviewing their key audiences (consumers, end users, brokers, HR managers, employees,
etc.) make for successful projects and enlightening results

Custom Research Services

The Phoenix Insurance research team conducts numerous custom projects for our clients using both
qualitative and quantitative methodologies. We work closely with our clients to identify their specific
research objectives and design each study with the goal of providing in-depth information, unique insights
and actionable recommendations. Because many of our team members have worked in the insurance
industry in several different capacities, our insurance clients benefit from that depth of knowledge.
 
Our insurance research services cover consumers, brokers, business decision-makers and employees in
the P&C, Life, Health and Group Benefits categories.
 

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Recent assignments include:

 Brand and Ad Tracking

 In-Depth Discussion Forums
 Customer Satisfaction Tracking
 Insurer Publication research
 Employee Communications Research
 Internet Usage Profiling
 Broker Satisfaction
 Broker Values
 New Product Development
 Specialty Insurance Coverages
 Value Proposition research
 Market Assessment
 Ad and Copy Testing
 Win/Loss Auditing
 Employee Satisfaction
 Distribution Channel studies

Syndicated Research: Consumer Property and Casualty Insurance

Phoenix’s Insurance Research Group conducts a syndicated advertising and brand performance tracking
study for the Consumer Property and Casualty Insurance industry using our AdPi® and BrandPi®
Audit methodology.

The Phoenix AdPi® and BrandPi® Audits (Advertising Performance Index and Brand Performance Index
Audits) measure the impact of marketing communications on brand and business performance. Rapid-
response reporting allows clients to make quick decisions around ways to optimize marketing programs
and media budgets.
Our Consumer P&C Insurance Category Audit delivers the largest sample and broadest competitive view
for the lowest cost. While monthly data collection is syndicated, analysis and reporting are customized,
with built in flexibility to meet clients’ specific needs. Phoenix surveys 1,400+ respondents every month
and collects performance data on 40+ top spend national ads in the category every quarter. TV (full
motion video) and Print ads are core, yet other types of communications may be added. Our large sample
base allows clients to tailor reporting to match proprietary targets, while client-defined segmentation may
also be added to the study. Reporting is customized for each client and includes monthly brand scorecards
and quarterly brand and advertising reports.
The study is broken into two components – one focused on brand and one focused on advertising. The
brand portion covers a wide range of topics including:

 Brand Positioning
 BrandPi® Continuum – Indicates Each Brands’ Customer Retention and Prospect Engagement
 Current Relationships
 Cross-Brand Usage
 Quote Volume
 Demographic and Behavioral Consumer Profiles

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The advertising section includes:

 Creative Assessment and In-Market Performance of the Top Media Spend Insurance Advertising
in the Quarter
 Recall and Response to Tested Ads
 Creative Assessment of Proprietary Client Ads
 Individual AdPi® Scores- Indicates the Potential of Each Ad to Drive Response In-Market

Our database of brand and ad information dates back several years, so in addition to current subscriptions
to the Audit, we also offer historical analyses on a customized basis.

Phoenix Multicultural:
The Phoenix Multicultural team has been at the forefront of multicultural market research and consulting
services for more than 20 years. Working with the nation’s leading brands, our diverse team of
professionals has led qualitative, quantitative and consulting projects to generate unparalleled insights and
marketing principles for the African American, Asian American and U.S. Hispanic consumer segments.
We also work extensively with Multicultural Kids and Youth, GLBT and other emerging markets.
Phoenix Multicultural leads the nation in segmenting these consumers with models to target by
acculturation, brand loyalty and more.

Our expertise spans the majority of product categories with extensive work in financial services, retail,
food marketing, automotive, pharmaceutical and more.

Custom Research: Anthropologic and Ethnographic Research, VIDA™ Hispanic Segmentation and More
Custom studies are designed with two key objectives—to uncover profound insights and translate those
into actionable marketing programs that impact the bottom line. The results of each study reveal key
segments to target as well as the drivers that motivate consumers and differentiate your brand from
competitors. 

Phoenix Multicultural features experts in both qualitative and quantitative research throughout the
organization to best leverage both category/industry and market segment expertise.

Qualitative Research
Our seasoned researchers include best in class moderators that are highly trained for domestic and
international studies. The team includes bilingual moderators that can facilitate studies in Spanish,
Chinese, Korean, Vietnamese, Hindi, Tagalog and many other languages to provide consistency and
efficiency for studies across many consumer segments.

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We offer a breadth of qualitative methodologies including:

 Traditional facility-based focus groups and online focus groups

 Mini-groups, quads, triads, dyads, one-on-one Interviews
 Business owners research / physician research
 Expert interviews
 Street monologues
 Mystery shopping
 Observational research
 Ethnographic interviews
 Anthropologic interviews

Quantitative Research
Our quantitative researchers design and facilitate studies with an emphasis on quality, consistency and
efficiency across many multicultural segments.

Our team are experts at creating unique study designs that are appropriate for the target respondent and
the study objectives, while also efficient for both timing and costs:

 Telephone interviews
 Intercept– RV- mobile home
 “Hispanic Connect” combined telephone and intercept interviews
 Recruit to facility and dial test
 Door-to-door interviews
 Online interviews

We offer a full range of advanced analytics. Clients know us best for:

 Proprietary VIDA™ Hispanic segmentation

 Conjoint Tradeoff Analysis to optimize pricing, packaging combinations
 TURF analysis to estimate reach and frequency of a product or program

Syndicated Research: Asian American Report, Multicultural Kids Report

Phoenix Multicultural publishes two reports which are renowned as the “industry bibles” among
companies focused on opportunities among Asian Americans and Multicultural kids.

The Phoenix Multicultural team is eager to partner with clients who share our commitment to
realizing the power and potential of the new American marketplace. Together we will help you
become better prepared to win the hearts and minds of the 21st century’s mainstream markets. To
best serve our partners, our team of professionals is strategically located in key multicultural markets
throughout the U.S.

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Phoenix Travel and Leisure:
Phoenix’s Travel and Leisure research team partners with clients in global and domestic markets across
the hotel, airline and entertainment destination industries. Together we work to understand the social,
economic and competitive factors impacting business today. 

Through our broad range of syndicated and custom research services we address issues such as customer
satisfaction, customer acquisition and retention modeling, brand loyalty measurement and modeling,
pricing strategies and more. Ultimately, we help our clients better understand their customers—and their
competitors’ customers—to optimally position their brands, products and services. Our research services
cover both consumer and business decision-makers in domestic and global markets.

Custom Research
The Travel and Leisure team also works with clients to design custom studies with two key objectives—
to deliver actionable marketing programs and to impact the bottom line. The results of each study reveal
key segments to target, as well as the drivers that motivate consumers and differentiate your brand from
competitors. All studies are designed to link research insights to customer profit or lifetime value data to
show clients where opportunities exist to grow revenue, either in the marketplace or within their customer
base.

Research and consulting projects cover wide range of industries including airlines, airports, car rental
companies, destinations, visitor and tourist bureaus, hotels, resorts, spas, travel agencies, tour operators
and travel websites.

Syndicated Research
We are continuously monitoring travelers’ needs and behaviors through two large-scale syndicated
tracking studies—Hotel BASE™, which provides continuous brand and share tracking data across 60
hotel chains throughout North America, and Hotel SCORES™, which provides an annual overview of
hotel frequent guest programs on a worldwide basis. Learn more about Hotel BASE™ and Hotel
SCORES™.

Two new multi-client studies have recently been launched—the Phoenix Hotel AdPi® Audit and
the Phoenix Cruise Line AdPi® and BrandPi® Audit. Both measure the impact of marketing
communications performance for these categories. Rapid-response reporting allows clients to make quick
decisions around ways to optimize marketing programs and media budgets.

Phoenix Other Markets

Phoenix Marketing International works with leading brands to accelerate their marketing performance.
Through a broad range of syndicated and custom research services, the Phoenix teams help clients get a
higher return on their research and marketing investments across the entire marketing lifecycle. Explore
the range of services we provide in Market Landscapes, Product Advancement, Target Marketing,
Communications and Brand Analytics and Customer Experience Analytics.

In addition to deep expertise in the Affluent, Automotive, Financial Services, Healthcare, Insurance,
Digital Dimensions, Business Intelligence, Multicultural, Technology, Media and Travel and Leisure
markets, Phoenix continues its rapid expansion into the following markets:
 

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  Quick Service Restaurants
 Consumer Packaged Goods, including:  food and beverages, footwear, apparel, personal care and
household products
 Advertising Agencies

 
Research services cover both consumer and business decision-makers in domestic and global markets.

Custom Research
Custom studies are developed with two key objectives-to deliver actionable marketing data and to impact
the bottom line. The results of each study reveal which segments to target, as well as the drivers that
motivate consumers and differentiate the client's brand from competitors.

We design the research plan to convert consumer insights into customer profitability, showing clients
where opportunities exist to grow revenue, either in the marketplace or within their customer base.

Syndicated Research
Phoenix's syndicated AdPi® Audit tracking programs provide monthly reports on which ads and
campaigns are generating the highest consumer response, along with diagnostics illustrating creative
strengths and weaknesses, media contribution and more. Monthly reports enable fast decision-making on
ways to optimize marketing programs and media budgets. Quarterly in-depth analysis shows how
advertising is directly impacting brand and business growth. Audits are currently running in the Quick
Service Restaurant category and the Property and Casualty insurance category. See additional information
in Communications and Brand Analytics.

Market Landscapes:
Use Phoenix’s Market Landscapes to spot new market trends, discover emerging target audiences, and
reveal unique brand “white spaces” which will jump-start your revenue momentum.

Phoenix Marketing International has created one of the largest time-series research archives on consumer
and business owner perceptions, attitudes, and behaviors in the United States. Markets covered include: 
Affluent, Automotive, Converged Technology, Financial Services, Healthcare, Multicultural and Travel
and Leisure. This information forms the foundation for our Market Landscapes offerings.

 Syndicated Research Studies: Brand, Advertising, Attitudes, Product Usage Tracking

 Market Intelligence Reports: Market Landscape Profiles, Custom Market Landscape Analysis

See how Phoenix’s Syndicated Research and Market Landscape studies also provide the starting point for
discovery in other Marketing Accelerator areas: surfacing innovative ideas in Product Advancement;
providing purchase propensity data inTarget Marketing; creating effective advertising strategies
in Communications and Brand Analytics; and delivering new insights on loyalty programs in Customer
Experience Analytics.

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Product Advancement:
The challenge for marketers today is finding ways to generate “organic” revenue growth and higher
return-on-marketing investment (ROMI). This requires product innovation and breakthrough marketing
programs.

The “art of ideation” is in high demand, and the “science of R&D” is back in vogue. This combination of
right brain and left brain thinking is what drives Product Advancement. Phoenix is one of the few
marketing research firms with the talent and experience to deliver on both.

Product Advancement research covers a comprehensive range of concepts, including new products and
product line extensions, programs, positioning and naming, packaging, pricing, promotions and place
(delivery channels).

The Phoenix team works with clients through the entire process of uncovering new consumer insights,
designing and testing concepts, simulating business case scenarios and tracking market acceptance.

 Assess Marketplace: Custom Market Landscape Analysis

 Test New Product Concepts: MindMap, Ethnography, Qualitative Research, Ideation Sessions

 Test New Product Concepts: Product Advancement Labs—Concept Screener Lab, Concept
Builder Lab, Concept Optimizer Lab, Concept Tester Lab, Concept Simulator Lab, Concept
Positioning and Naming Lab

 Track Product Acceptance and Adoption: AdPi® and BrandPi® Audits, Custom AA&U Studies

Once a product has been created, validated, positioned and named, it will need to be promoted—both
online and offline. Phoenix has developed a proprietary set of tools and techniques to evaluate pre-launch
website concepts. Website Advancement research focuses on all stages of website conceptualization,
prototyping and pre-launch evaluation.

 Test New Website Concepts: Website Advancement Labs—Website Screener Lab, Website
Experience Lab, Website Landing Page Lab

 Track Website Acceptance and Adoption: Web Value Index, Website Trust Index

Target Marketing:
Phoenix is radically changing the way target marketing is done. The traditional “response marketing”
process of launching a direct marketing campaign and waiting weeks or months to gauge performance is
now defunct.

Phoenix clients can now confidently predict a program’s response and return-on-marketing investment
(ROMI) before it launches. Purchase propensity and segmentation models are developed, scores
identifying high-potential targets are appended directly to lists, messages and offers are tested, and market
simulations are run to provide a variety of response scenarios.

Clients have achieved such significant lifts in response rates that they now include Phoenix’s Target
Marketing process in the development of all of their direct marketing programs to determine:

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  Market size and forecasting
 Behavioral and attitudinal segmentation
 Product/service ownership and usage propensity
 Marketing program development plans
    -  Prospect acquisition 
    -  Customer cross sell 
    -  Attrition and defection 
    -  New product targeting and pricing

Phoenix’s targeting work spans all needs—individual and household level consumers, business to
business and geo-demographic.

 Assess Marketplace: New Purchase Propensity and Segment Needs Data—Syndicated Data
Collection, Custom Data Collection

 Develop Response Models and Lists: ListOp Data-Fusion Models and Optimizer Overlays

 Test Messages and Offers: Virtual Mailbox®

 Simulate In-Market Performance: Purchase Propensity Simulator, Virtual Mailbox Simulator®

Communications and Brand Analytics:

Finding a simple, understandable and reliable way to improve the return on marketing investment
(ROMI) continues to top the priority list for most marketers. Phoenix has finally cracked the code with a
new approach and is working with many of the world’s top advertisers to link the impact of marketing
communications to brand and business growth. 

Two approaches to communications and brand evaluation are available—the AdPi® System, based on
Phoenix’s syndicated advertising and brand Audits, and Custom AdPi® and BrandPi® Services.

The AdPi® System:  AdPi® Audits, AdPi® Express, AdPi® Concepts and Copy Testing, AdPi®
Exploratory:

The Communications and Brand Analytics team has developed a four-stage advertising performance
evaluation process, the AdPi® System, which is founded on large-scale syndicated industry tracking
studies known as AdPi® and BrandPi® Audits (Ad Performance and Brand Performance Index).

Clients use this system to test communications at every stage. They typically start with the Audit which
provides the real-time, market-based ad and brand performance statistics and models needed to support
the ad testing in other stages.

 Track In-Market Performance: AdPi® and BrandPi® Audits

 Test New Advertising: AdPi® Express

 Develop and Evaluate Advertising Concepts: AdPi® Concept Test, AdPi® Copy Test

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  Assess Marketplace and Plan New Communications: AdPi® Exploratory—Custom Market
Landscape Analysis, Best Practice Workshops, Ideation Sessions

Custom AdPi® and BrandPi® Services: Tracking, Concept Testing and Copy Testing

In some cases a Syndicated AdPi® and BrandPi® Audit is not the right solution for your category
or for your  target audience.  In this case, the Phoenix team will design aCustom AdPi® and
BrandPi® Audit using the same survey design, but with custom sampling and ad selections.
Custom concept tests and copy tests are also designed to combine the principles of the AdPi®
approach with specific sampling requirements.

 Track In-Market Performance: Custom AdPi® and BrandPi® Audit, BrandPi® AA&U

 Develop and Evaluate Advertising Concepts: Custom Concept Testing, Custom Copy Testing

We would welcome the opportunity to discuss our Communications and Brand Analytics services with
you in more detail. Please contact Anne-Marie Doherty or Lane Mann.
 
AdPi®  and BrandPi®  are registered service marks of Phoenix Marketing International all rights
reserved.
Customer Experience Analytics:
Building a brand experience among customers that makes a positive difference in their lives is a goal
every marketer strives for. If the experience is meaningful it is memorable; if it is memorable it generates
advocacy; if it generates advocacy it builds business.

But how do you design this type of experience? And how can you predict the bottom-line impact of
“capital” investments designed to deliver great customer experience across every customer “touch
point”—over the telephone, at retail stores and at websites?

Phoenix’s Customer Experience Analytics team uses a four-stage process to answer these questions and
provide clients with clear, actionable strategies which will build loyalty among customers and brand
affinity among prospects:  assessing the current customer experience; developing new experience
concepts, testing new experience concepts; and tracking performance on delivering the in-market
experience.

 Assess Current Customer Experience: Custom Market Landscape Analysis

 Develop New Customer Experience Concepts: Mystery Shopping, Observational Research,

Ethnography/Shop Along

 Test New Customer Experience Concepts: Concept Screener Lab, Concept Builder Lab, Concept
Optimizer Lab, Concept Tester Lab, Concept Simulator Lab, Concept Positioning and Naming
Lab

 Track In-Market Customer Experience Performance: Customer Lifetime Value, Customer

Experience, Brand Experience

 Track Your Website Experience: Website Trust Index, Web Value Index, Website Re-Contact

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