Ahead of the game

Consumer Media empowers decision makers with an unparalleled look "below the market iceberg".

This parallel universe where consumers network with their shared-interest peers defines new standards in market intelligence.

Consumer Media provides access to information in depth, breadth and authenticity and wealth unmatched by almost any other source.

Coming from consumers themselves in their own words and timing, the resonance over Consumer Media reflects the actual assets of brands, the actual impact of marketing moves, and what's actual in consumer's hearts and minds.

Key facets of Market Resonance

Brand Imprint

The true market value of a brand is determined not by how much had been invested in it but by how consumers value it.

Consumer Media is the ultimate seismograph and polygraph of brand value.

The end-effect imprint of a brand at the consumer level is directly reflected in a broad range of quantitative and qualitative indicators:

• How many consumers talk about it

• How much they talk about it

• How long they talk about it

• How quickly and widely the talk spreads

• What it imprinted in their top-of-mind

• What are the experiences (feedback)
they share about it

• How it engages them emotionally

• What their intentions about it are

1st2c's "Brand Imprint" analysis provides an unequalled in-depth, unsolicited, unguided and genuinely articulated picture of the net impact of a brand or marketing imitative on consumers.

Initiative Imprint

Consumer Media is also the seismograph and polygraph for the net impact produced by marketing initiatives.

The end-effect impact of marketing initiatives at consumer level is directly reflected in a broad range of quantitative and qualitative indicators:

• How many consumers talk about it

• How much they talk about it

• How long they talk about it

• How quick and wide the talk spreads

• What it imprinted in their top-of-mind about it

• What are the experiences they share about it

• How it engages them emotionally

• What are their intentions about it

1st2c "Marketing Imprint" analysis provides unequalled in-depth, unsolicited, unguided and genuinely articulated picture of the net impact of a brand or marketing imitative on consumers.

Consumer Genetics

Marketers are on a constant quest for impactful insights on what influences consumer hearts, minds and behavior. Consumer Media provides what is probably the most actual, detailed, insightful picture of "what makes consumers tick".

Internet's mind-sharing networks may provide the following (often otherwise invisible) types of insights:

• Social insights

Information about issue-relevant social influences exerted through online networking and via offline interactions.

• Behavioral insights – online

Information about relevant mind-sharing, search, purchasing and other behavior insights are either expressed by consumers or inferred from their online behavior.

• Behavioral insights - offline

Information about issue-relevant individual and social behaviors "in the real world".

1st2c "Strategic Research" technology

At its base layer, "FIJI" features cutting-edge text analysis technologies, which are capable of handling natural-language that is often "non rule-adherent" and rich in street-culture.

However, marketing goes beyond mere linguistic analysis. Marketing entails generic terminology, client and issue-relevant topics, and a need to account for emotional reaction and engagement. "FIJI" goes beyond advanced linguistic text-mining to incorporate marketing content identification and analysis capabilities.

In order to provide brand management added value, "FIJI" incorporates proprietary cognitive psychology based modules that account for consumers' emotional engagement.

1st2c natural-language mind-Sharing analysis technology

1st2c's FIJI system incorporates 4 analysis modules:

• Rules

Market-tested linguistic analysis tools that identify meaningful keyword components such as topics, names, places, dates, etc.

• Concepts

Advanced extrapolation of key issues and idea hotspots.

• Marketing context (1st2c proprietary)

Identification and analysis of mission-relevant marketing content (brands, product and service resonance, marketing and communications resonance, etc.).

• Emotional Engagement (1st2c
proprietary)

In-depth measurement of psychological drives and the emotional resonance as shared by consumers.

1st2c also works with leading professionals in the field of advanced statistical analysis to develop next-generation market dynamics analysis tools.

1st2c "Strategic Research" methodology

1st2c "Strategic Research" Methodology

1. 1st2c Project analyst targets mind-sharing hubs with the highest issue-relevant
added value potential

2. 1st2c system mirrors up to an entire year-to-date mind-sharing traffic from
targeted mind-sharing hubs, allowing follow-up of trendlines and developments.

3. 1st2c analyst carries out mission-tailored computer-aided quant/qual analysis

4. Strategic analysis charts consumer worldview and drivers, relevant online and
offline behaviors, and potential insights

5. Findings are operationalized in terms of possible strategic and tactical pointers
and ideas

Examples:

Consumers reveal what drives host-show loyalty Following Konan O'Brien's trip to Finland on March 2006, 1st2c analyzed the factors affecting emotional engagement with America's leading late night talk shows. Research showed that the DNA of viewer engagement with each host show is different. Interestingly, a high count of negative remarks was found not to be directly linked to the overall favorability of the show, but rather the emotional intensity of the positive references. Viewers also provided ample suggestions and ideas that might increase show

Teenage girls disclose how makeup habits and preferences are shaped 1st2c took a close look inside the world of US teenage girls' beauty products consumption. Analysis enabled to chart a detailed map of drives, interest and behaviors, some of which are unique to the world of Internet. Brand value check revealed that although all leading brands are well known and appreciated, not all benefited from the same bonding value among teenagers… Research also provided unique information on the real value of celebrities as brand lead characters.

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