“Best of” – Vietnam 2012 – ESOMAR was an event to educate marketers about social media monitoring, research methodologies and key trends across Asia Pacific countries. Held at Ho Chi Minh City on 23 April 2012, the event showcased diversity and talent within the market research industry. Jeffrey Bahar, Deputy CEO of Spire Research and Consulting, was invited to be one of the speakers at this prestigious event, where he shared his views on Geomarketing and Segmentation-Targeting-Positioning (STP) study. Read more about the event coverage here: http://www.spireresearch.com/newsroom/events/spire-invited-to-speak-at-best-of-vietnam-2012-esomar/

1. Sexy Market Research:
Enriched, Visualized and Interactive
Prepared for: ESOMAR Best of Vietnam
Prepared by: Spire Research & Consulting
Date: 23 April 2012
Prepared for: ESOMAR Best of Vietnam 2012 Date: 23 April 2012 Page 1

2. What is this presentation about?
The
Concept
Case
study Sexy
Market
Research
Enriched, Market Entry
Visualized Case Study
& Interactive
Prepared for: ESOMAR Best of Vietnam 2012 Date: 23 April 2012 Page 2

3. Expanding beyond the consumer-centric insights
The consumer centric approach
Market
Size
Technology Industry
Trends Trends
Value Competitive
Chain Analysis
Business Business
Partners
ENRICHED Partners
Pricing Macro
Strategy Economic
Factors
Consumer-centric
Prepared for: ESOMAR Best of Vietnam 2012 Date: 23 April 2012 Page 3

4. Recent technologies that are changing our lifestyles
INFORMATION VISUAL
Augmented Reality
Geo Tagging
Google Map
Tagging
QR Code
Prepared for: ESOMAR Best of Vietnam 2012 Date: 23 April 2012 Page 4

5. “HOT” items for consumers
Video On Demand, Smart TV, Intelligent Navigation System, Touch Screen, Smart
Phones all have one thing in common:
INTERACTION
SELECT
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6. Market Research used to look like this...
Qualitative vs. quantitative “… yes.. that’s typical”
Fancy tables, charts “… static..”
Visually-attractive layout of report “… any other way?”
presentation
Excellent presentation
Prepared for: ESOMAR Best of Vietnam 2012 Date: 23 April 2012 Page 6

7. Introducing EVI (Enrich, Visual and Interactivity) to MR
Enrich, Visual and Interactivity
Incorporating these three elements into our market research approach and output enhances our
customer experience in our industry.
1 2 3
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8. Case study: A Market Entry study
Brief
The client plans to enter Vietnam market. The objectives are:
Segmentation
Targeting
Positioning
Prepared for: ESOMAR Best of Vietnam 2012 Date: 23 April 2012 Page 8

9. Case study: A Market Entry study
Methodology
Qualitative study
Quantitative study
STP statistical analysis
Outputs
Reports with statistical analysis
Conclusion and recommendation
Prepared for: ESOMAR Best of Vietnam 2012 Date: 23 April 2012 Page 9

10. Case study: Bringing EVI into a Market Entry study (STP)
1 1
PRELIMINARY Research Market Research POST Analysis
•Gov’t statistics •Industry trend & analysis
•Trade statistics •Geo-marketing analysis
•Benchmarking •Interactive map
•Price checks
•B2B study
2 3
Prepared for: ESOMAR Best of Vietnam 2012 Date: 23 April 2012 Page 10

11. Case study: How to roll out EVI
Preliminary Research
Population census
Government
Export import data
Statistics
Penetration rate: Internet, PC, etc
Competitor profiles
Benchmarking Product mapping & comparison
SWOT analysis
Market sizing & growth study
B2B Study Value chain analysis
Distribution partnership
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12. Case study: Examples on EVI Outputs
Post analysis
Industry • Industry landscape
Trends & • Level of competition
Analysis • Barriers & regulatory
Geo-marketing • District level analysis
Analysis • Addressable markets vs.
non-addressable
• Visual outputs
Interactive Map • Interactive, dynamic:
customer selects outputs
Prepared for: ESOMAR Best of Vietnam 2012 Date: 23 April 2012 Page 12

13. Sexy Market Research:
Enriched, Visualized and Interactive
Prepared for: ESOMAR Best of Vietnam
Prepared by: Spire Research & Consulting
Date: 23 April 2012
Prepared for: ESOMAR Best of Vietnam 2012 Date: 23 April 2012 Page 13