The spych story research - 2012

Research | Strategy | Innovation

Research | Strategy | Innovation

What the heck is a SPYCH?(“SPIKE”)

�By doing so, we help those companies directly become more successful, profitable and, quite frankly, more loved by the people they want to reach - due to their ability to better understand and really connect with them.

Hello!

�Simply-put...we’re passionate about understanding and connecting people.�We’ve found to best explain “what” we do is to explain “why” we do it.

�We help companies evolve and grow. Sometimes that is by helping them create new product and service solutions, and other times it may be messaging, positioning or advertising. But, it ALWAYS involves us helping them to think about and successfully solve their “problems” or address their questions in a new way.

“So what exactly is it that you guys do?” - It’s a common question those of us in the Marketing Research industry are constantly asked...by our friends, family, and even other business professionals...

Why SPYCH?(READ: “Why should we work with you?”)

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At SPYCH, it’s about more than just being “interesting”, it’s about being INTERESTED. We’ll never take on a project if we do not feel we can truly make a difference.

“The SPYCH Experience”

SPYCH has achieved a strong reputation for new thinking and thought-leadership for our vision and contributions to experiential research, social media research, hybrid, and online research...yet we know it’s about more than that....

It’s our motto, and what makes you come back again

But, our word doesn’t count...as much as our clients’

“I once heard a Senior Corporate Marketing Analyst of a Fortune 500 Company refer to Ben Smithee as "that futuristic guy". Ben is a true thought leader and a strategic thinker not only of today's times but of those to come. His vision, passion and knowledge of social media, his understanding of and experience in the marketing research field and his seemingly endless supply of energy add value to his presentations. My team and I, at L&E Research, have and continue to benefit from Ben's consulting services and training as we see tangible results and continuous confirmation of the accuracy of his counsel.”

“I am continually impressed with Ben Smithee. He has refreshed market research today by his dynamic, confident, creative grasp and execution of what is necessary to reach, probe and analyze today's consumer. I have high hopes for his leadership of our industry into the coming decades and beyond.”

“Ben Smithee is a gifted qualitative researcher, whose client handling, timely delivery, and superior work quality reflects his total professionalism. He is a quick study, and readily grasps and integrates new information to best serve clients...Perhaps the best qualitative research supplier I've worked with over the last 5 years. My recent decision to entrust my most demanding client to Ben was amply rewarded by their utter and total satisfaction. He accomplished what the best research suppliers should: he made me look good for hiring him!”

“For us, it's that we can trust you. We trust that you're going to be able to handle the newer platforms for testing, we trust that you care about the final deliverables, we trust that you are innately inquisitive and truly want to know the answers just as badly as we do. "Everyone" is full-service, "everyone" is global, "everyone" is doing custom research. You stand out because you're enthusiastic about what you do, and you're doing the job as if you owned the company you're doing the research for.”

“But, for which types of projects should we reach out to you?”

While we have a breadth of experience in a

variety of research types and methodologies...

�Ad Testing�Branding/Re-Branding�Competitive Analysis�Commercial Testing �Concept Development

�Conference Coverage�Emotional Drivers�Ideation�Market Landscape�Messaging

�Shop/Play Alongs �Social Media Research �Surveys�Telephone Interviews�Video Depth Interviews

�Ethno-usability�Experience Groups�Eye-Tracking�Focus Groups�IDIs

Methods

Types of Research

�In-home Studies�Mobile- SMS and Web, active and passive

�Online Focus Groups�Online Bulletin Boards�Online Communities

�Packaging�Positioning�Post-Launch�Taste-test�Tracking

�Trend Projection�Usability Testing

�Video Diaries�Video Focus Groups

�A brand is looking to “find an innovative solution” or new way of approaching something they have been doing one way for a looooooong time - we’re good at respecting tradition and “what works”, while helping clients to evolve their approach to obtain new, and better, results

�A company is trying to find new opportunities in a market or segment, and needs a partner who can really help them identify the best approach, positioning and strategy for entering the new space

�A company is trying to understand an area that is new to them, and doesn’t quite know what to expect, or possibly even how to approach it

Some of our best work happens when...

We are experts in the youth and young adult segments. We not only have studied them, and studied them more....and even more....our ability to connect with and understand this segment is unlike most any other firm, because we live and breathe in their same environment ourselves, on a daily basis! As Gen Y/Millennials represent the largest buying power of the future, do you know how to truly connect with them?

There are 3 key areas of differentiation that make SPYCH the “go-to” choice for many of our clients:

We understand the traditional means of research, we understand the technology of today, and we will learn and understand the trends of tomorrow...which means we will always be able to keep you up-to-date and relevant to what matters most to your brand....and its customers

We also truly understand the evolving consumer environment. We regularly are asked to help companies better understand what their consumers want, not only in products and services, but the overall customer experience...which is becoming increasingly more complex.

�Helping clients integrate social media research as a true consumer insights tool in their armamentarium of methods, and training them on a 3 pronged approach to digital insights

Lately, we have been doing a lot of:�Helping clients start and integrate online communities

into their research programs, and along with managing the community, educating the team on best practices and how to obtain the most value from them

�Mobile research (Passive and Active) - beyond just using consumers’ mobile devices as another channel to push them surveys :)

�Shopper and customer experience research, helping clients to prepare for the future and rapidly evolving market landscape

A few other important things to

know about SPYCH...

Today, our innovative and energetic research team has evolved and become a leader in both the traditional and online space, and was one of the pioneers of utilizing social media for qualitative research....we’ve grown, but have not lost our passion or original moxie....

SPYCH was born from the creative minds of Ben Smithee and Dave Gustafson in 2008. After years of experience in conducting global Pharmaceutical and Healthcare marketing research, Ben and Dave sought new and creative research outlets. They assembled a young team of innovative and talented researchers focused on providing INSIGHTs clients and decision-makers can immediately put into action, and SPYCH was born....

Who is ?

Fresh Thinking

We realize at the end of the day, it’s about people. Our clients continually request our team even as they make changes along their career paths, and to us, that speaks loudly. They appreciate our unique blend of “old-school” mixed with “new”, and we know you will too.

From the moment you meet our team, it’s very evident we represent a fresh view. With a common passion for being the best at what we do, each team member contributes a unique quality to what SPYCH brings to the table.

Your customers and needs are diverse...shouldn’t your research be?

We literally helped write the rules for using social media for marketing research. Our team is continually labeled as innovators in the online research space, and we continue to push the boundaries and inspire growth with regard to online research. From Online communities, to social engagement, the SPYCH team knows how to help you uncover the information you seek.

Leading the Way

Holistic Digital Understanding

Open Listening Digital Brand Audits Hybrid Environments

Our 3-phase custom Social Insights Program will put you in the right position to successfully derive digital insights from the social web

The Open Listening Dashboard (T.O.L.D.) is our custom designed reporting dashboard delivering info that is relevant and digestible by key decision makers

Digital Brand Audits leverage the power of Facebook Insights, Twitter metrics and other aggregate brand measurement tools, to hone the content and strategy for your branded social assets

Our approach to online communities leverages the

most innovative technology , paired with

expert community engagement, allowing your team to stay focused on

their goals, versus making content posts.

Experiencing the Difference

This is not just your typical grainy security camera footage...we’re talking about full 1080P HD cinema quality video deliverables that have made their way well

outside of the research team, and all the way up through the organization...it helps that our team has worked on award-winning documentaries, and other

things like Transformers and The Break Up.

While there is nothing like being there first-hand, many of our projects involve settings where there cannot be a large team of observers present during the research. But, whether it is shop-alongs, in-homes or focus groups, one of the

things our clients love most about working with us, is our deliverables!

Not only are our reports easy to follow, due to their narrative format, we have an award winning video team that produces deliverables allowing you to really experience the research like you never have before - making it actually fun to go over the research findings...which tends to help our clients evolve research’s impact throughout the organization.

Global Expertise

�Experience in Over 15 Countries�Facilities/Studios �Simultaneous Interpretation�Translation�Transcriptions �Video-streaming

From start-ups, to global industry-leading organizations like General Mills, Hallmark and Coca-Cola, our team has successfully provided innovative research solutions to brands worldwide, and is ready to tackle your needs.

We know you think “big picture”...we do too.

A Closer LookSome ways our work has made an impact...

ThatsNotCool.com

� SPYCH engaged 13 and 14-year old teens on the topic of digital dating abuse in efforts to curb its growth

� SPYCH helped to design a custom approach to engaging teens to participate on their own terms - Digital Immersion via Mobile SMS, Social Media discussions, and Video Journaling via personal digital video cameras

� SPYCH was able to engage teens in their homes, in their school, with their friends and in the moment of truth, at all times

� SPYCH was able to show the value of true understanding through relevant research methods leads to meaningful impact

Nuances

�Increased site traffic by 1,550%

�Reached over 18 Million users

�Received 1,143,877 total page views and 135,935

total video views within just the first phase of launch

�Drove 89% of impressions from Social Media sites,

due to targeted messaging strategies developed from

the research

�Earned traditional media attention - WSJ, Tribune,

Today Show, etc.

Results

Research Making a True Impact

� While SPYCH is often tasked with growing and creating innovative

products and marketing, we are most proud to be able to say we are helping

to save lives by the work we do with the American Cancer Society

� In 2011 SPYCH was tasked with helping the ACS create a national ad

campaign for Relay For Life, the ACS’s largest fundraising effort -

focused on raising awareness of RFL, and re-energizing those already

deeply involved with volunteering for the cause

� SPYCH took an immersive approach and attended 2 different volunteer

summits, engaging with RFL’s most engaged volunteers and staff

� In addition, SPYCH spent 24 hours at a TX Relay For Life event

capturing the entire experience and experiencing it ourselves, in order to

fully understand what it means to attendees and donors

The Background

�The research SPYCH conducted helped to reshape the original direction of the campaign, and SPYCH’s video report became the guiding base foundation for what would become the 30-second national TV spot

� In a matter of weeks after the campaign launched, site traffic had already grown an astonishing 100%

�A second phase of research has been commissioned to help the ACS further engage their RFL fan-base, and SPYCH was asked to help the ACS understand exactly what needs to be expressed in the 3-channel approach including direct and web mail, as well as physical marketing on-site at the RFL events

Results

Looking Through the Window

� SPYCH was tasked with helping to evolve an age-old status quo of how windows were being marketed and sold in big box home improvement stores

� Mid-fielding, SPYCH was able to identify nuances that led to an entire redesign of the study flow and discussion topics, which led to dramatic innovation

� SPYCH’s hybrid design allowed the client to obtain feedback within the store environments, in their homes, online in a community platform and in a group discussion setting - leading to truly holistic understanding

The Background

�SPYCH helped to “revolutionize” the way this major window manufacturer looked at selling their windows, enabling them to establish an emotional connection with their customers

�The client came back to SPYCH to create additional video segments for all of their tracker segments, due to the usefulness and highly-engaging video quality

�Though the research was supposed to be another piece of what the company had done for years...the deliverable ended up highly-socialized throughout the entire organization and suite of decision makers

Results

If you like it then you should have

put a ring on it!

� SPYCH was hired by one of the world’s leading retail jewelry companies (over $3 Billion in yearly revenue) to teach them how to become a destination retailer for Gen Y , as well as a destination employer for Gen Y

� SPYCH led a 2 week series of on-site ideation sessions with the company’s “top 100” to identify key focus areas, and potential topics, hypotheses and areas for further testing

� SPYCH led Executive Committee meetings consisting of the CEO, COO, CFO and the company’s 10 SVPs

� Success from these meetings led to an ongoing (currently) multi-phase research initiative, where SPYCH is tasked with helping to design the strategic approach for new store designs, brand extension concepts, revised marketing and advertising, as well as a revised product mix

The Background

� Before SPYCH departed after the initial 2 week ideation sessions, we were able to implement 6 company-wide internal committees focused on building the internal campus culture, and growing employee satisfaction - helping to transform the once stale and hierarchical culture into a modern destination for Gen Y and non-Gen Y employees

� SPYCH has successfully completed 2 phases of research, and will begin the next phase in Q2 of 2012

� SPYCH collaborated with a retail design firm to help design the store of the future for implementation and testing via crowd-sourcing and engaging in-store work sessions, blending employees, researchers, agency team members and consumer participants

Results

Some of Our Friends (...some people call them “Clients”)

Ben SmitheeChief Executive Officer

[email protected]

215.501.2341Twitter - @SpychResearchLinkedin.com/in/BenjaminSmitheeFacebook.com/SPYCHFacebook.com/benjaminSmitheewww.SpychResearch.com

“ I think this is the beginning of a beautiful friendship ”

SPYCH’s Leaders

Ben has been labeled as a “true innovator” and has been nominated as one of the Top 10 Youth Marketing Professionals. His high energy level and passion for innovation clearly resonates in all he does.

Ben has personally led and conducted research for clients such as Coca-Cola, General Mills, eBay, American Cancer Society, Fiat, Pfizer, Lilly, The National Guard, Hallmark, GEICO, Kroger, Ad Council, South by Southwest Interactive and many more. Outside of research projects he is often sought for consulting and speaking engagements on the topics of digital and multi-generational marketing, qualitative research, online and social media research, technology and entrepreneurship, successfully completing over 100 in the past 2 years. He’s been a featured speaker around the globe, including ESOMAR’s Qualitative Summits in Morocco and Vienna, 2010 and 2012 global AQR/QRCA summits in Prague and Rome, the 2011 MRA CEO Summit, the Forrester Research Forum, QRCA, MRA, as well as the 2010, 2011 and 2012 South by Southwest Interactive Festival. When Ben is not submersed in the world of research and business, he is living out his other passions of playing jazz saxophone, wakeboarding, snowboarding, baseball, golf, travel, food and wine.

Ben Smithee - Chief Executive Officer

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SPYCH’s Leaders

Dave is the co-founder and Chief Advisor for SPYCH. He has a rich background in marketing research, having conducted extensive global and domestic research for over 20 years. Dave has conducted over 8,000 primary market research interviews on more than 250 qualitative projects in the areas of market/ landscape assessments, customer insights, positioning/messaging and communications research, and has conducted qualitative research in 14 countries on four continents.

Dave is well-versed and adept at engaging respondents using a variety of data collection techniques, including in-person-, phone-, and online-based approaches. His high-level of attention to detail, and passion for understanding leads Dave in providing the utmost in value in client deliverables. Although he currently resides in the US, Dave has lived in Germany and Japan, and considers himself to be “international” in terms of his thinking and approach to business.

Dave has an MBA in Marketing/International Business from Carnegie-Mellon University and a BA in Economics with a minor in Mathematics from Gettysburg College. He is also a recipient of the 2010 Matty Muir Award and received a Certificate of Special Congressional Recognition from the US Congress for the pro bono work his firm conducted for a local victim services center.

Outside of work, Dave spends his time coaching his daughters’ soccer teams, basketball teams, and volunteering. His latest trek was a mission trip to Kenya with his family.

Dave Gustafson - Chief Advisor

SPYCH’s Leaders

Landon is a Brand Strategist with Spych Market Analytics, LLC. Coming from an

advertising and marketing background in publishing, Landon has a passion for creatively

positioning brands in the mind of the target consumer, and helps apply this experience to the

research process. His ability to help brands not only uncover insights, but convey them

effectively, adds a unique vantage point to the SPYCH Experience.

As a transplant from Louisiana, Landon quickly found a home in Dallas, Texas. His successful

role at Modern Luxury Dallas placed him in the center of the ever-changing publishing

industry, as he managed strategic brand partnerships. As Modern Luxury Media revamped

their national digital platform and strategy, Landon was key in assessing the local market

and working with their national team to implement this digital platform. He has served on the

Board for the Dallas/Fort-Worth American Marketing Association, and is an active

contributor to several well-known local non-profit and charitable organizations. Landon's

diverse background, ability to form meaningful relationships and overall passion for what he

does – positioning brands as market-leaders – led him to be recognized as one of "Dallas's

Top 30 Under 30" future business leaders within a year of moving to Dallas.

Landon is a sought-after consultant on the subjects of Entrepreneurial Marketing, Digital

Marketing Strategy, Youth Development, Brand Management and is currently working on a

Professional Development offering that caters to the collegiate audience. His other passions

include all sports, hunting, golf, travel and youth-focused volunteer work.

Landon Ledford - Brand Strategist

SPYCH’s Leaders

A graduate of Temple University, John is the Lead Story-Teller for SPYCH. John grew up in Philadelphia where he discovered his passion for filmmaking at a young age. Later, John would be introduced to his heroes like Errol Morris, Fred Wiseman and Ed Pincus while studying under accomplished and award-winning filmmakers like David Parry and Michelle Parkerson. John is a filmmaker but more importantly, considers himself a storyteller, using motion pictures to tell those stories. His research films add new life to SPYCH’s innovative deliverables, that tend to be recognizable throughout our clients’ organizations....not just inside the Research department. John has worked a variety of jobs for many projects ranging in everything from sound designer & foley artist for an animated short (Ella & The Necklace, 2008) to director, DP & editor for a feature length documentary called "We Are Your Friends" highlighting the Friends of the Free Library of Philadelphia which was used to help protect 11 branch libraries from closure in the wake of city budget cuts. John has also worked as the Director of Photography, not just for my his own work, but also for short films like "The Word Jar" (2010) and as editor for feature films like "Unveiling" (2005) and commercials for clients such as General Mills, and on-site videography for the American Cancer Society. In addition, John has worked on feature films such as Transformers 2 and The Break-Up.John’s talents in pre and post-production, editing, videography and presentation are unrivaled in the industry, and he calls making films both his art and his passion.....in addition to his love for the Philadelphia Phillies.

John Snowden - Lead Story-Teller