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Denon AHD2000 High Performance Over-Ear Headphones

Word of Mouth (WOM) Analysis

What Do Customers Ultimately Buy After Viewing

AHD-2000 Amazon Page Sennheiser HD-555 Amazon Page

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Summary

20% of customers who bought Denon AHD-2000 headphones strongly recommended them – “My quest for that perfect headphone has

ended. I highly recommend this headphone . Right now I am in Audio Bliss”;

Only 14% of Sennheiser HD-595 buyers who recommended that brand with 3% gave a negative recommendation –“These are open

headphones, the sound does leak, even at moderate volumes. If you're a college student living in a dorm, these will probably annoy the hell out of your

dorm mate so I wouldn't recommend it for certain situations such as that”;

The AHD2000 reputation surpasses the HD-595’s in the area s that count the most - sound quality, bass response , balance, quality of

construction and ease-of-use ;

Both brands realize 74% visit to purchase (V2P) conversion despite 23% price differential;

See recommendations at the end of this report.

Market Intelligence Report

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Customer Satisfaction Index (CSI) trend- Satisfaction with AHD-2000 continues to climb!

Product Reliability reputation (PRS) trend – Denon Quality of Construction translates into improving competitive reliability

reputation

0

0.2

0.4

0.6

0.8

1

1.2

1.4

1.6

1.8

Q1-2008 Q2 Q3 Q4 Q1-2009 Q2 Q3 Q4 Q1-2010 Q2

Denon

Sennheiser

Audio Technica

Linear (Denon)

0.9

0.92

0.94

0.96

0.98

1

1.02

1.04

1.06

Q1-2008 Q2 Q3 Q4 Q1-2009 Q2 Q3 Q4 Q1-2010 Q2

Denon

Sennheiser

Audio Technica

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Attribute Analysis

Denon AHD2000

Sennheiser HD-595 Audio Technica ATH-AD700

Attributes Score Negative

Votes Positive

Votes Score

Negative Votes

Positive Votes

Score Negative

Votes Positive

Votes

Sound Quality 1.41 11% 89% 1.37 4% 96% 1.31 13% 87%

Bass 1.18 0% 100% 1.10 14% 86% 1.03 50% 50%

Value/price 1.10 40% 60% 1.22 27% 73% 1.37 11% 89%

Design (comfort) 1.91 11% 89% 1.95 4% 96% 1.51 0% 100%

Cable 1.82 0% 100% 0.99 60% 40% 1.21 0% 100%

Balance 1.51 0% 100% 1.23 8% 92% 1.52 0% 100%

Quality of construction 1.94 0% 100% 1.91 0% 100% 1.89 0% 100%

Recommend 1.54 0% 100% 1.39 9% 91% 1.10 0% 0%

0.00

0.50

1.00

1.50

2.00

2.50

Denon AHD2000

Sennheiser HD-595

Audio Technica ATH-AD700

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Recommendations:

The AHD-2000 does not take full advantage of its superior reputation as HD-595 enjoys 58% more customer reviews affecting decisions of

potential buyers. That suggests even 10% improvement in Word of Mouth testimonials balance could result in 6.4% uplift in Visit to

Purchase conversion;

Brand reputation comparison between the Denon and Sennheiser could only yield meaningful results in context of comparison of a number

of units shipped, as the reviews count of Denon headphones is only 5% of those available for Sennheiser headphones;

We recommend to design and implement customer engagement campaign to stimulate authentic word of mouth social media referencing

to capitalize of superior reputation of AHD-2000.

Disclaimer: This analysis uses a statistically representative subset, but not the complete set of the customer reviews published on popular public sites before

August 26, 2010. In the course of an engagement, the complete set would be collected, monitored for updates, and analyzed. Products, brands and their

competitors are selected by Amplified Analytics’ customers.