QUALITATIVE RESEARCH

324 Maitland AvenueTeaneck, New Jersey 07666

201.837.2207tanya@tkinsights.com

Has conducted research inEurope, USA, Asia and SouthAmerica

Raised in London Began her career in qualitative market research in 1989 in the UK

Moved to the USA in 1992 and worked for Decision Research/Mercer Management Consulting

Worked at Young and Rubicam for 6 years before founding TKInsights. Has Synectics Ideation and online moderating training

Graduated summa cum laude with an MA in French + German

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24 Years of Qualitative Research Experience in these Product Categories:

• Retail• Travel/hospitality• Household products• Baby care• Feminine hygiene• Food + Beverages• Luxury goods

• Arts and Crafts• Toys• Beauty/Cosmetics• Fragrance• Skin Care• Oral Care• Pharmaceuticals

• Healthcare/Insurance

• Social issues (smoking prevention among teens, issues experienced by Caregivers of Alzheimer's patients)

• Finance• Technology

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TKInsights LLC is a Full Service,

Qualitative Market Research

and Consulting Firm Based In

New Jersey

Conducts full-service qualitative consumer research projects – from screener and discussion guide design to recruitment of respondents, moderation and analysis of results with turn-key implications for your business

Specializes in developing a rich understanding of diverse consumer segments – men, women, young children and teens -- and translating that knowledge into strategic recommendations for all aspects of marketing and advertising in order to assist marketers and advertising agencies in developing optimal strategies in their respective markets

Committed to knowing both its clients and their consumers

The focus is on immersion in the business background of the client, and then in the world of the consumer, getting to know each of them in as profound and personal a way as possible so that their needs can be brought together

The aim is to unearth consumer insights, interpret findings and inform the development of strategies which reflect an in-depth understanding of people as well as the marketplace

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Demands of the New Economy and World are Changing Qualitative

Market Research.TKInsights keeps up with

New Methodologies

Focus groups and mini-groups

One-on-one in-depth interviews

Dyads/Friendship Pair Pods

Triads

In the Wild in-home ethnographies

In the Wild in-store ethnographies

Brainstorming (including Visual Metaphor and Sensory Trip methodology)

Phone interviews

Mystery shopping

Established Methodologies

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What We Do: Core

Competencies

In the Wild in-home and out-of-home ethnographic research In-store ethnographiesFriendship Pair PodsCreative advertising development researchAdvertising Strategy development researchAdvertising and communications testingNew product development researchNew concept development researchStrategic brand developmentPackaging researchMystery shoppingIdeation and brainstorming sessions (Synectics training)Name generation and developmentOnline moderating – bulletin boards/blogs, real-time online focus groups, webcam focus groups/one-on-one interviews, telephonic focus groups, online journaling/bloggingVideo Diaries/BlogsCommunity space managementManagement and coordination of large multi-national research studies

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Children Teens Young women Moms/CEOs of Household Retailers Business people Boomers Seniors Physicians Healthcare/pharmaceutical

professionals

Target Group

Specialties

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Bridging research vendor and consulting practices by acting as a member of the Client’s team

Conducting each research study with intellect, intuition and integrity so as to inform the strategy development process to the best of our ability

Drawing on empathic attunement skills to engage both clients as well as the subjects of the research studies in a naturally warm and inviting way

Matching empathy and natural ability to divine nuances in remarks – made by study participants – with impressive verbal and writing skills

Providing truly personalized, quality service and the utmost flexibility

TKInsights Believes

in

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Consistent ability to hear the voice of the consumer and reflect his/her attitudes and behaviors

Adept at thinking like a Brand Manager – in terms of brand knowledge and issues

Ability to understand the brand in a multi-dimensional way

Passion for the on-going success of the client in terms of being a source of relevant information pertaining to your brand/s and/or the competitive set during and after the initial engagement

Genuine curiosity and tenacity at getting to the root of each and every business issue which is researched

Customer-service oriented M.O The smallness of the consultancy allows TKInsights

to be nimble, flexible and responsive to our clients’ needs and project timelines

What Differentiates

TKInsights

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We excel at international research

and can execute a study in Frankfurt or

Shanghai as seamlessly as one in

Dallas or LA.

While domestic qualitative work is certainly our forte, Tanya Krim of TKInsights began her career doing international research and is still passionate about doing it

TKInsights is able to coordinate and conduct international studies due to its multi-lingual staff and partnerships with other top facilities, research companies, translation services and simultaneous translators around the globe. All are ready to help you understand the complexities of their world.

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Project Financials We are committed to extreme attention to budget details

Vendor Selection We are perfectionists and look for global partners who are too.

All of our global partners have been extensively trained and are experienced in our specific approaches to ensure global consistency – regardless of cultural differences and language barriers

Moderation Whenever possible, we moderate. However, in markets where

we do not moderate, we train and support local moderators on our methodologies, engaging in multiple conference calls in order to ensure that they are fully briefed and comfortable with the research objectives

Screener and Schedule Development Screeners + schedules are developed in conjunction with our

clients and agencies as well as local facility partners to ensure optimal recruitment of the correct respondents

From research design and recruiting to implementation,

execution and reporting,

TKInsights LLC will manage every step in

the global research process. Our

capabilities include:

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Document Translations We take many steps to ensure that all translation is accurate and timely

to help provide clients with a budget-conscious, timely and seamless experience

Recruitment Our aim is to recruit excellent respondents as we believe that our

moderators are as good as their respondents Great respondents can lead to great insights

In-person Research Facilitation All project management is handled out of our New Jersey office,

although a TKInsights’ research partner will be available in each respective market to manage and facilitate the fieldwork

Travel Guidance International travel can be challenging. We can provide hotel

recommendations, maps and directions to the facility and ensure that all your other travel questions are answered

Facility Set-Up and A/V Recording Should Teams be unable to attend in person, we can set-up online

video streaming through Focus Vision or the local facility

From research design and recruiting to implementation,

execution and reporting,

TKInsights LLC will manage every step in

the global research process. Our

capabilities include:

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We Recognize that Each

Client:

Has his/her own unique personality, modus

operandi and business needs, and we structure

our work and our reports to meet your

individual needs

Is always on the lookout for interesting, novel ways to unearth new

insights from their diverse target

audiences

Looks for novel perspectives and ways to unearth new insights from their diverse target audiences

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We Recognize that Each

Client:

Has his/her own unique personality,

modus operandi and

business needs, and

we structure our work and our reports to

meet your individual

needs

Might enjoy working with familiar faces, but also

might perceive the need to engage the services of new

ones who can offer them fresh perspectives on

business issues in their own business category and

others

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Is always on the lookout for

interesting, novel ways to unearth new insights from their diverse

target audiences

To create a unique, valuable, inclusive and long-lastingClient relationship

To support each project undertaken with intellect, passion and enthusiasm and, as such, be Clients’ interactive and energetic business partner

To form an inclusive relationship which enables feedback at key junctures in the research process – from initial research planning and design to the final report + presentation stage

To provide Clients with the benefits of years of well-honed empathic attunement skills, experience, personalized service and the utmost flexibility

To address each Client’s objectives and provide an insight-rich analysis which can lead to actionable and impactful marketing efforts

Our Goals:

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Our Mission is to exceed your expectations by:

Providing insight into the underlying needs, wants, preferences and beliefs that influence customer behavior and the market landscape of our clients and their competitors to help you succeed in today’s ever-changing, competitive world

Integrating recommendations from qualitative research to provide marketers with actionable information to launch the most impactful products, packaging and communications

Offering total commitment to unsurpassed service, promising to champion your goals through effective partnership, open communication and a continual commitment to never-ending improvement to go above and beyond the highest expectations

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Tanya Krim, owner and CEO, manages and conducts most of the qualitative research studies herself

She works with additional support staff comprised of experienced recruiters and moderators with whom she collaborates and partners in a freelance capacity whenever necessary as they offer a broad range of skills and resources

Assignments worked on include those from Fortune 500 companies, advertising agencies, US-based quantitative research companies who are in need of qualitative support and partnership as well as international qualitative companies wishing to conduct research in the US

How We Work

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Diverse Clients

Unilever – household/foods and beauty products

Church & Dwight – laundry (OxiClean/Arm & Hammer)

Church & Dwight sexual health brands (including Trojan)

Colgate-Palmolive – toothpaste + household products

Newell-Rubbermaid – household products

Reckitt-Benckiser L’ Oréal Mane USA

CVS/pharmacy Destination Maternity Bloomingdale’s Movado Crayola Fisher-Price/Mattel Topps Nestle Gerber Baby Foods Mead Johnson Nutritionals

Marriott American Airlines Sabra Mediterranean Wissotsky Teas Young & Rubicam G2 OgilvyOne Worldwide Arnold Worldwide

Aetna Medicare Allergan Medical Astrazeneca Glaxo Smith-Kline Merck Wyeth Pharmaceuticals JP Morgan Chase

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Examples of the Range

of Client Study

Objectives

Repositioning a national retailer’s teen

department to help make it more top-of-mind,

appealing, and ‘happening’ for female

teens

Assessing reactions to store shelf

adjacencies in a national wholesale

store for a household product

Refining and updating the health and beauty

department of a national drugstore

chain

Developing and refining new concept

statements for a brand of baby

formula/breakfast cereal

Making refinements to some packaging for

vitamins so as to enhance their appeal

at shelf

Identifying and developing the elements of a

retailer’s loyalty program

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Examples of the Range

of Client Study

Objectives

Providing directional guidance for a line of

high-end watches so as to improve their appeal

among the female target audience

Analyzing teen girl reactions to a new teen-girl oriented

website and helping refine its features so

as to enhance its appeal

Providing directional guidance for a TV

advertisement for arts and crafts products

for children/air fresheners in the beauty category

Assessing ladies’ reactions to a

retailer’s store layout and merchandise

offerings in the beauty category

Identifying consumers’

preferences for an upscale, national

department store’s new Loyalty Rewards

Program

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Gauging business travelers’ responses to a

new airport-based advertising campaign for

an international hotel chain

Examples of the Range

of Client Study

Objectives

Determining male and female responses to new packaging for a brand of condoms

Determining how an insurance company

could establish a program that would

benefit their patients’ caregivers

Conducting extensive one-on-one interviews with medical directors

and pharmacy directors for an international

pharmaceutical company

Identifying five different attitudinal segments for a

large pharmaceutical company in the hope of

tailor-making new communications for each

of these segments

Comparing breast cancer survivors’

reactions to different print advertisements

for a new preventative drug

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Report Writing and

Analysis

Focus group/one-on-one interviews are usually audio-taped and/or taped on DVD, both of which are available

to clients at the conclusion of the research study

The analysis is inclusive and reflects the input of all respondents

Executive summaries of focus groups/bulletin boards are usually available no later than 48 hours after the

completion of the final interview

Full, detailed reports are usually available no later than 5 business days after the completion of the final interviews

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Tanya Krim of TKInsights LLC began her qualitative research career in London in 1989 when she was hired as a multilingual qualitative researcher. She has been doing qualitative research ever since, and, fortunately, is very passionate about it. She can moderate in English, French and German, and also has an increasing knowledge of Spanish. Setting up and co-ordinating international studies is also one of her areas of expertise.

Tanya has extensive experience in conducting exploratory research, creative advertising development, brand/product concept generation/hypothesis, brainstorming (using the Synectics methodology as well as others), strategic brand development, new product development, ethnographic research (in-home and in-store) as well as packaging research. She also has experience moderating focus groups, IDIs, dyads + triads as well as online bulletin boards, webcam as well as immersive journaling studies.

Over the past twenty three years, she worked for research suppliers and at Young & Rubicam, NY. She has conducted qualitative research with different types of women, men, young children and teenagers across numerous product categories including baby products, toys, arts & crafts, food, beverages, retail, travel, household products, pharmaceuticals, luxury goods, skincare, cosmetics/beauty products, oral care, personal and sexual healthcare products, beverages, finance, insurance, and technology.

She has also conducted social research with adults and children about the importance of healthy eating and refraining from smoking, drugs, and drinking.

Blending years of experience with intellect and intuition, Tanya supports each project undertaken with passion and enthusiasm, and as such can be a very interactive and energetic business partner. Her well-honed empathic attunement skills are used to engage both her clients and the subjects of her research studies in a naturally warm, inviting way. Her empathy and natural ability to divine the nuances in remarks, made by her study participants, are matched by her impressive verbal and writing skills, all of which enable her to product insight-rich, analytical reports which can lead clients to actionable and impactful marketing efforts.

When she is not involved in the world of research and business, she is living out her other passions-- being the best mom she can be to her three children, running, reading, going to the theater, learning foreign languages and writing.

Tanya Krim

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