ASSISTANCE TO MARKETING DECISIONS

1. ASSISTANCE TO MARKETING DECISIONS

2. You do not need marketing research!!! You need assistance to finding marketing decisions that will enhance your company turnover and profits We are sure that you do not need marketing research for the sake of research WE ARE TO PROVIDE YOU WITH THIS ASSISTANCE!

3. Our mission Action! Research & Consulting has come into being to help our Clients make effective marketing decisions that will result in gaining higher ROI ratio and reinforcing the company value for every stakeholder MARKETING DECISIONS MUST BE EFFECTIVE

4. How did we appear? • Clients frequently complain: • “It often happens so that research turns useless in making effective decisions. We do not need research for the sake of research. We need assistance to solving problems (collecting data per se is meaningless)” WHY SO? REASONS FOR DISSATISFACTION: • Trivial recommendations • Feeling of “being neglected” in-between projects • Research is a kind of “black box” • Research is a series of standard methods applied universally to everything • A situation “now” rather than an insight into the future • “A thing in itself” - hard to be applied to real work

5. Who are we? Experts in marketing research with 15-year working experience that are eager to change this situation and convert research into a powerful instrument of support to your decisions! Our philosophy “We are convinced that the only and one goal of research is to lay grounds for proper decisions bearing positive impact on financial and other business indexes of our Clients. All our activities are in the framework of achieving this goal THEREFORE, WE SET UP A “DIFFERENT” RESEARCH COMPANY

6. How do we differ from the others? • We reveal consumers’ true motives • We look to the future rather than describe the present • We perform holistic analysis • We produce results applicable to real work

7. We reveal consumers’ true motives Commonpractice • “Consumers dislike advertising!” • “Consumers want it to have more product in the advertising” • “They’d prefer to remove an unpleasant situation from the ad” OBVIOUS DECISIONS: TO REMOVE AN UNPLEASANT SITUATION, TO “ADD PRODUCT” – ARE WRONG DECISIONS Action practice Consumers’ values:show-off, dependenceon someone’s opinion Consumers’ values:show-off, dependenceon someone’s opinion Dissonance of values is the actual reason for rejecting and misunderstanding the ad DECISIONS TO CHANGE COMMUNICATION STRATEGY

8. We look to the future rather than describe the present Commonpractice 76% of consumers are satisfied with company services and are not inclined to switch to another company EVERYTHING IS FINE, NO NEED FOR ANY CHANGES Non-users Action practice Users Fiercer competition will lead to customer attrition Loyal attitude Potentially loyal Truly loyal 27% 17% Disloyal Falsely loyal 73% MEASURES SHOULD BE TAKEN TO REINFORCE CUSTOMER SATISFACTION AND LOYALTY 83% Loyal behavior

9. We perform holistic analysis Commonpractice • “The advertising communicates the desired message” • “Consumers dislike the advertising, it irritates them!” DECISION TO MODIFY THE ADVERTISING Action practice Transformational purchase motive Informationalpurchase motive • COMPLEX ANALYSIS OF FACTORS: • Informational purchase motive • Low customer involvement • Planned media exposure (1400 GRP) • Level of brand awareness, etc. High Involvement Product Х Ad Х Low Involvement THE ADVERTISING CAN BE USED

10. Principles of our work • Customized solutions • Regular support • Assistance to shaping a problem • No “black boxes”

11. Customized solutions Commonpractice • Adherence to “stale”, standard, “convenient” research procedures with all Clients • In solving “creatively different” tasks traditional research schemes often fail RESEARCH TASKS PERFORMED “ON THE ASSEMBLY LINE” ARE OFTEN INEFFECTIVE Action practice Every task is unique and creatively different! UNIQUE APPROACH TO EVERY TASK

12. Regular support Commonpractice • The project finished is the project put behind. Switch to a new one “CHINESE WHISPER” EFFECT. Loss or misrepresentation of important information in the course of research. Misunderstandings of parties involved Action practice We provide support to you not only in the course of the project but also after its completion : • If necessary, meetings and clarification after projects are completed • Participation in meetingswith third parties • Participation in internalmeetings MUTUAL UNDERSTANDING OF THE SITUATION BY ALL PARTIES INVOLVED IN THE PROCESS. NO “CHINESE WHISPER” PLAYING.

13. Assistance to shaping a problem Commonpractice On receiving a task, a research company usually makes up a proposal without any profound insight into the real problem AS A RESULT, “ERRONEOUSLY SET” QUESTIONS RECEIVE “ERRONEOUSLY FOUND” ANSWERS Action practice • A “correctly defined” question determines “correctness” of the answer • Assistance to shaping a problem and project tasks (including internal focus groups); • and always thorough clarification of Client’s needs SEARCH FOR ANSWERS TO “RIGHT” QUESTIONS. DESIRED ASPECT OF INVESTIGATION

14. No “black boxes” Commonpractice • We possess unique knowledge/methods • Our approach implies years of studies, otherwise one cannot understand how it works • Here is the result we have obtained LACK OF UNDERSTANDING HOW CONCLUSIONS WERE MADEIT IS IMPOSSIBLE TO CHECK VALIDITY OFRESULTS Action practice Complete openness of the process and mechanisms of making conclusions YOUR CONFIDENCE IN RESULTS AND CONCLUSIONS

15. Action Research & Consulting ACTION is: Individual approach Strategy Creativity Openness EFFECTIVENESS OF YOUR DECISIONS

16. ASSISTANCE TO MARKETING DECISIONS