Presented at American Eagle.com Headquarters August 2013

Voice of the Customer: Understand Customers through Surveys, Focus Groups, and More

There is only one boss. The customer. And he can fire everybody in the

company from the chairman on down, simply by spending his

money somewhere else.Sam Walton, Founder of Wal-MartYour most

unhappy customers are your greatest

source of learning.Bill Gates

The purpose of a business is to create a customer who

creates customers.Shiv Sing

Who are your customers?

What do you know about them? Demographics

Age, Gender, Ethnicity, Family Composition, Education, Income, Geography

Psychographics

My family’s happiness is of utmost importance to me

I love adventure and conquering something new!

I wouldn’t go anywhere without my iPhone, it’s how I organize my life & capture pictures of my kids as they grow

I’m tech savvy and am an early adopter

I enjoy crafts and making projects with my children

My mountain bike is one of my favorite possessions, I make sure it’s tuned up and in great shape

I consider myself religious and spiritual Communing with nature is my ideal

I love to shop I buy everything on-line, why go to the mall

Clear Voice Research Provide qualitative and quantitative research Established in 2006 Headquartered in Denver, CO Developers in Jacksonville, FL Vertical solutions for consumer products, medical and financial Research and Marketing Capabilities:

Proprietary panel of 1,000,000+ members On-line Quantitative On-line Qualitative Traditional Qualitative Business studies Customized Emails Unique Social Media Consumer Engagement Construct

Clear Voice Panel Over 1,000,000 active panelists 50 demographic and behavioral data points per panelist Audited for quality and consistency 100% double opt-in IP verification USPS address verification Fraud traps integrated into system CASRO certified Daily Poll feature

Custom Panels

Your Customer Lists

Create a Quote, but Abandoned

Loyal Purchasers

Signed up for a free paper

Downloaded an App

One-Time Purchasers

Online Quantitative Homeowners with wooden floors Designers, architects, contractors

New logo, TV Spot Tailored communication

Online Qualitative 50 Dieters with Smartphones

Tested new App among iPhone and Android users. A list of recommended changes was identified prior to

launch Delayed launch by 3 weeks

Traditional Qualitative Shop-a-longs with DIYers who have recently completed insulation projects

Brand positioning work

Telephone interviews with oncologists & hematologists

Voice of the Customer- Quant to Qual Phase 1: Quantitative research Y Your most recent 10,000 POS transactions

Who are these customers (demographics, behavior) Where did they come from (channel analysis and ROI, device

used) Will they be back

What did they think of your service, your product, your value proposition

What do they think of your competitor, competitive set analysis How do they want to be communicated with Will the share the experience and recommend

From: TrialPay [mailto:surveys@trialpay.com] Sent: Friday, May 17, 2013 4:06 PM To: Julian Lewis Subject: Burger King Paid Survey Opportunity from TrialPay

Hello from TrialPay,

This past April you completed an online offer for Burger King which asked you to add the offer to

your credit card and make a purchase at a local Burger King restaurant. We are always looking

for ways to improve the user experience in these offers and we are reaching out to you to help us

do that.

As a reward for participating in this survey, you will be automatically entered into a drawing to win

a $100 iTunes® gift card! Please complete this survey by May 21st, 2013 to qualify for the

drawing.

In the first section we will ask you a few quick questions about your shopping habits and

experience with this offer.

==>> Click Here to begin this 5 minute survey

Thank you,

The TrialPay Team

Voice of the Customer- Quant to Qual Phase 2: Qualitative bulletin board discussion group

3 subsets of users from Phase I (25 users in each) Very satisfied and satisfied

What more do they want Non committed

What do we need to do to win them over Dissatisfied and very dissatisfied

What were our failure points Can they be salvaged

    850M+ FB has 850m active users per month

300M Over 300m people play social games every month

81M 81m people play at least once a day

•The average user spends about 700 minutes per month on FB•People are logged onto FB and social games on desktops, tablets & phones•66% of tablet owners play daily•53% of smartphone owners play daily

Socialnomics, “Social Gaming Infographics: 81 Million Play Each Day” by Erik Qualman, January 20, 2012

Surveys in Social Media Games

Social games audience eclipses primetime TV in Key Demographics

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“Zynga Kills Soaps.

Audience shifts as viewers

become gamers.” AdWeek

“Facebook Marketing Infographic: 100 Things You Need to Know for 2013.” By Ignite Visibility on January 23,2013. http://ignitevisibility.com/facebook-marketing/

Social Media Audience• 79% of Facebook gamers have a college degree• 55% of Facebook gamers are female • 43% of Facebook gamers are married

• HH income is $69,900• The ratio of views to shares on Facebook is 9:1 (9

views: 1 share)

Social Media Research

19

Consumer plays game in Facebook To continue play, consumer must buy credits via credit card or earn

virtual credits via TrialPay on FB offer wall

Beef.orgIt’s what’s for dinner?

Social Media Research

20

Targeted FB consumers (age, geo, gender) click to participate Further screening questions narrow participants Video, spots, trailers, or other presentation Survey / segmentation Email capture (for future communications) Coupon available Share experience on Facebook

http://clearvoicesurveys.qualtrics.com/SE/?SID=SV_b1QudTX7XQSOn4N

“Female, 18-29” “Extremely or very interested in

fashion”

Social Media Research for a new Site

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Learn about your target audience Increased awareness & understanding of product Drive site sign-ups Drives purchases with targeted coupon / offer Drives shares & likes Future qualitative research & communications

Social Media Research for a new Site

Thanks so much! Kristine Hawthorne kristine.hawthorne@clearvoiceresearch.com cell 720-480-8470 office 303-895-3593