1 THE NIELSEN CO. Nielsen.com

DAVID L. CALHOUN

T he Nielsen Co., formerly VNU Group N.V., based in New York and Haarlem, the

Netherlands, was founded in 1923 and sold to a consortium of six private equity � rms in 2006. It plans an IPO in 2010.

David L. Calhoun, 53, is chairman and CEO of Nielsen. He earned a B.S. in accounting at Virginia Polytechnic Institute.

Research-only revenue in 2009 was $4,628.0 million, up 1.0% from 2008. In 2009, 50.3% of total research-only revenue, or $2,330.0 million, was from outside the United States.

� e growth rate excludes 2008 and 2009 revenue for the 2008 acquisitions of Audience Analytics in the United States in February; IAG Research Inc. in the United States in May; Mesearch Ltd. in the Czech Republic in November; and AGB Nielsen in Europe in December; and the 2009 acquisitions of Cambridge Group in the United States in March and KoreanClick in Korea in December. It also excludes revenue from SRDS and PERQ/HCI in the United States, sold in November 2008.

Revenue is from two of Nielsen’s media research (now called Watch) and consumer (now called Buy) divisions, which include some nonresearch businesses, mostly information services. Worldwide research and

nonresearch revenue for Nielsen was $4.8 billion in 2009.

Nielsen is a global informa-tion and media firm offering services in marketing and consumer informa-tion, TV and other media measurement, online intelligence, mobile measure-ment, trade shows

and related properties. Its two research divisions employ about 33,100 worldwide.

� e � rm delivers media and marketing informa-tion, analytics and industry experience about what consumers watch (consumer interaction with media), what consumers buy (consumer purchasing measure-ment and analytics) and expositions.

CONSUMER WATCHNielsen’s Watch segment includes measurement and analytical services related to TV, online and mobile devices, and provides viewership data and analytics primarily to the media and advertising industries. Its media clients use the data to price their advertising inventory and maximize the value of their content, and its advertising clients use the data to plan and optimize their advertising spending and to better ensure that their advertisements reach the intended audiences. Nielsen provides measurement services across three screens: TV, online and mobile.

TV Audience Measurement Services: In the • United States, broadcasters and cable networks use Nielsen’s TV audience ratings as the primary currency to establish the value of their airtime and schedule and promote their programming. Advertisers use this information to plan TV advertising campaigns, evaluate the e� ectiveness of their commercial messages and negotiate advertising rates.

Nielsen provides two principal TV ratings services in the United States: measurement of national TV audiences and measurement of local TV audiences in all 210 designated local TV markets. It uses various methods to collect the data from households including electronic meters and written diaries. � e methods collect not only TV viewing data, but also the demographics of the audience from which it calculates estimates of total TV viewership.

� e � rm also provides TV audience measure-ment services in 29 countries outside the United States including Australia, Indonesia, Italy, Mexico and South Korea.

Nielsen’s measurement techniques are constantly evolving to account for new TV viewing behav-ior, increased fragmentation and new media tech-nologies. It created the “C3” ratings list, which is a measure of how many people watch programming

and commercials during live and time-shi� ed view-ing up to three days a� er a program airs.

Online Audience Measurement Services: Nielsen is • a global provider of Internet media and market research, audience analytics and social media measurement on the behavior of online audiences for online publishers, Internet and media compa-nies, marketers and retailers. Its online measure-ment business has a presence in 32 countries. � e United States, France, South Korea and Brazil account for 70% of global Internet users.

� e � rm measures Internet sur� ng, online buying and video viewing (including TV content) of online audiences, providing advertising metrics such as audience demographics, page and ad views, and time spent, quantifying the e� ectiveness of advertising by reporting online behavioral observa-tions, attitudinal changes and actual o� ine purchase activity. Nielsen tracks and analyzes consumer-generated media including opinions, advice, peer-to-peer discussions and shared personal experiences on more than 100 million blogs, social networks, user groups and chat boards.

Mobile Measurement Services: � e � rm provides • consumer research and independent measurement for telecom and media companies in the mobile telecommunications industry, including mobile carriers and device manufacturers. In the United States, its metrics are a leading indicator for market share, customer satisfaction, device share, service quality, revenue share, content audience and other key performance indicators. Nielsen also bench-marks the end-to-end consumer experience to pinpoint problem areas in the service delivery chain, track key performance metrics for mobile devices and identify key market opportunities (e.g., demand tracking for device features and services). While mobile Internet consumption is still nascent, Nielsen is expanding quickly to capture Internet, video and other media on mobile devices.

Cross-Screen Media Measurement: In the United • States, Nielsen is using a single-source TV and PC panel to deliver cross-screen insights. Its cross-screen measurement service provides information about simultaneous use of more than one screen (e.g., if a consumer uses Facebook while watching a TV

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program), unduplicated reach (i.e., total audience net of duplication across platforms), cause and e� ect analysis (e.g., if a TV advertisement spurs a consumer to view a speci� c website) and program viewing behavior (e.g., which platforms consumers use to view certain programming). It also provides advertising e� ectiveness research across multiple platforms.

CONSUMER BUYNielsen’s Buy segment provides market research and analysis primarily to businesses in the consumer packaged goods industry. � is segment is organized into two areas: Information, which provides retail scanner and consumer panel-based measurement, and Insights, which provides a broad range of analytics. Buy clients use the data in an e� ort to better manage their brands, uncover new sources of demand, launch and grow new products, improve their marketing mix and establish more e� ective consumer relationships. � e measurement data is used as the method for measuring sales and market share in the CPG industry by tracking sales transactions in retail outlets around the world. Its database of retail and consumer information, combined with its analytical capabilities, helps generate strategic insights for business decisions.

Information: Retail Measurement • Services: Nielsen’s purchasing data provides market share, competitive sales volumes, and insights into activities such as distribution, pricing, merchandising and promotion. Combining this information with in-house consultative services, it produces insights for marketing and sales decisions.

Nielsen collects retail sales infor-mation from stores using electronic point-of-sale technology and through teams of local � eld auditors. Stores within its worldwide retail network include grocery, drug, convenience and discount retailers that share their sales data. Electronic retail sales information is collected by stores through checkout scanners. In certain developing markets where electronic retail sales information is unavailable, Nielsen collects infor-mation through in-store inventory and price checks conducted by more than 15,000 � eld auditors. � e information is validated and then processed into client-speci� c databases that clients access using so� ware to query the databases, conduct customized analysis, and gener-ate reports and alerts.

Information: Consumer Panel • Measurement: � is information o� ers insight into shopper behavior such as trial and repeat purchase for new products and likely substitutes, and customer segmentation. In addition, Nielsen’s panel data augments its retail measurement information in circum-stances where it does not collect data from certain retailers.

� e � rm’s consumer panels collect data from more than 250,000 household panelists across 27 countries who use in-home scanners to record purchases from each shopping trip. In the United States, approximately 100,000 selected households, constituting a demographi-cally balanced sample, participate in the panels. Data undergoes a quality-control process including UPC veri� cation and validation before being processed into databases and reports.

Insights: Analytical Services: Using its founda-• tion of consumer purchasing information, Nielsen provides a selection of consumer intelligence and analytical services. It draws insights from retail and consumer panel measure-ment data sets, online behavioral information and a variety of other proprietary data sets. For example, Nielsen maintains more than 2,500 demographic characteristics to describe house-holds within each of the 8 million U.S. census blocks to provide consumer segmentation and demographic insights.

� e � rm continually expands an existing data-base by conducting approximately 8 million

surveys annually that capture consumer reaction to new product launches around the world. It also collects and analyzes more than 20 million surveys annually to measure consumer engagement and ad recall across TV and the Web to provide insights on advertising and content e� ectiveness.

Insights: Advertiser Solutions: Nielsen recently • announced Advertiser Solutions, a separate service that has begun to bring together the capabilities of Watch and Buy data offerings across the firm and to use the analytical services listed above to provide end-to-end services directly to advertisers.

Insights: Analytical Services: Using its founda- 21

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2 KANTARKantar.com

ERIC SALAMA

K antar, based in London and Fair� eld, Conn., was founded in 1993 and renamed the

Consumer Insights Division of WPP Group plc, a London-based public company.

Eric Salama, 49, is chairman and CEO of the Kantar Group. He earned an M.Sc. at London’s Birkbeck College.

Research-only revenue in 2009 was estimated at $2,823.2 million, down 9.5% from 2008. In 2009, 75.0% of total research-only revenue, or $2,117.4 million, was estimated from outside the United Kingdom.

� e growth rate excludes 2008 and 2009 revenue from the 2008 acquisitions of LatinPanel Holdings in Brazil in January; Prospera Research AB in Sweden in February; Opinion Research Taiwan in February; Compete Inc. in the United States in March; Data Intelligence A/S in Denmark in October; TNS plc in the United Kingdom in October; and both SRDS and PERQ/HCI in the United States in November; and the 2009 acquisitions of Zdology in China in February; Alsted Research Aps in Denmark in February; Red Dot Square Solutions Ltd. in the United Kingdom in February; and Sa� ron Hill Research in Singapore in July.

Kantar’s estimated 19,360 research-only employees work in 80 countries and across the spectrum of research and consultancy disciplines, o� ering business insights at each point of the consumer cycle. � e group’s services are used by more than 300 of Fortune 500-ranked companies.

The group comprises the following research and nonresearch business units: Added Value, Center Partners, IMRB International, Kantar Health, Kantar Japan, Kantar Media, Kantar Operations, Kantar Retail, Kantar Worldpanel, Lightspeed Research, Millward Brown, The Futures Company and TNS (TNS/Research International in selected markets).

Kantar’s worldwide services include the following:

ADDED VALUEAdded Value (Added-Value.com) focuses on brand development and marketing insight through its Brand Connections methodology, providing services in the areas of brand marketing, consumer insight, innova-tion and communications optimization. It has operations in 25 o� ces in 15 countries.

� e � rm’s sta� includes brand strategists with client-side experience, qualitative specialists, ethnog-raphers, quantitative research specialists, cultural insight and trend specialists, design creatives and business analysts.

Its services include cultural and trend analysis; market segmentation, mindset mapping and brand portfolio management for identifying market opportunities; brand evaluation, diagnosis and

strategy; ethnography, idea generation and develop-ment; marketing mix optimization and concept evaluation; decoding, planning and copy testing; and planning, tracking and spend optimization.

IMRB INTERNATIONAL IMRB International (IMRBint.com) is a full-service research agency based in Mumbai, India, and operating across the Indian subcontinent, Southeast Asia and the Middle East. The firm is the Walker licensee of customer satisfaction measurement services within India, and offers a range of custom and syndicated services in media and panel research, customer satisfaction, business and industrial research, Internet-related research, social and rural research, and qualitative research.

KANTAR HEALTHKantar Health (KantarHealth.com) incorporates the Ziment Group, Consumer Health Services, All Global, Mattson Jack Group and TNS Healthcare businesses, all of which specialize in healthcare primary research and consulting.

The firm has 40-plus offices globally and is structured around specialized boutiques reflecting client issues including licensing and business development, new product development, brand and communications, stakeholder management, and safety and health outcomes. It conducts a number of well-known branded studies on areas of consumer health including the National Health and Wellness Survey.

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It also has established three global consultancies in the areas of oncology, market access, and integrated marketing and media.

Kantar Health maintains panels of healthcare professionals who participate in Internet research. These panels include more than 160,000 physicians across Europe and North America, and a chronic illness panel with more than 350,000 patients in the United States and Europe covering 100 chronic illnesses.

KANTAR JAPANKantar Japan (Jp.KantarGroup.com)combines two entities, Japan Kantar Research (JKR) and TNS Infoplan, representing Kantar’s Japanese research companies under one roof.

� e company provides a full range of services from Kantar’s global o� er to Japanese clients. JKR was formed through the consolidation of four of Kantar's operations (Research International, Millward Brown, Added Value and Lightspeed Research) in 2007. TNS Infoplan is a joint venture set up by TNS with local partners and now belongs to Kantar Japan, working alongside JKR.

KANTAR MEDIAKantar Media (KantarMedia.com), operating in more than 50 countries, o� ers a range of media insights and audience measurement services through its global business sectors: Intelligence, Audiences and TGI and Custom; through its compa-nies including Compete, Cymfony and SRDS Media Solutions; and through the services it provides including KantarSport, CMAG and Marx.

Kantar Media brings together the specialist media capabilities of TNS Media Intelligence, TNS Media Research, KMR and TGI. � e business is organized into four key operations: Kantar Media Intelli-gence, Kantar Audience Measurement (formerly Media Research), TGI Global (including other single-source services) and an integrated company covering all disciplines in the U.S. market. � e business also includes Compete and Cymfony, and is pursing the development of the Return Path Data initiative.

KANTAR RETAILKantar Retail (KantarRetail.com) consoli-dates the companies of Glendinning, Cannondale, Management Ventures Inc., Retail Forward and Red Dot Square. Its focus is on rolling out digitally delivered intelligence on retailers, and extending shopper insights and consulting capabili-ties. Two recent additions to the division are the consulting capabilities of Retail Forward (formerly part of TNS) and the technology-driven virtual reality platforms developed by Red Dot Square.

� e � rm has o� ces in 15 countries and across a wide range of sectors. Specialist areas include category visions, route-to-market strategies, customer and category management, retailer insights and trends, organization development and virtual shopping insights.

KANTAR WORLDPANELKantar Worldpanel (KantarWorldpanel.com) is a global provider of consumer panels that o� er continuous measurement

and analysis of consumer purchasing and usage behavior. � e � rm collects and analyzes data from samples of consumers using technology matched to the sophistication of local markets, including bar code and POS scanners, the Internet, SMS text messaging and diary. Panels are broadly grouped by household (with a sample of more than 130,000 households), by individual and by usage.

Its insight services include approaches to brand strategy, marketing tactics, retailer and shopper dynamics, and future-proo� ng.

Operating in 52 countries, Worldpanel covers a spectrum of manufacturers, retailers and suppliers in consumer sectors including CPG, personal care, beauty, fashion, telecom, entertainment and automotive.

LIGHTSPEED RESEARCH Lightspeed Research (LightspeedResearch.com) has offices in 14 countries. In July 2009 it merged with the TNS 6th Dimension panels operation. Lightspeed Research has 3.5 million panelists in 23 countries.

consumer sectors including CPG, personal care, beauty,

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� e � rm provides global online and mobile market research services by building and maintaining panels and associated services including survey design consultation, sample management, programming, hosting and data collection. � ese panels include automotive, B-to-B, beverage, family and household, � nancial, health and wellness, media consumption, mobile phone, beauty and personal care, sports and hobbies, and travel and leisure. It also provides custom panel services to address speci� c client needs.

� rough its own panels and its accredited panel partners, Lightspeed Research provides access to more than 20 million panelists in 45 countries in Europe, North America and Asia Paci� c.

MILLWARD BROWN GROUP Millward Brown Group � rms include Millward Brown, Green� eld Consulting, MaPS, Dynamic Logic and � e Focus Network.

Millward Brown (MillwardBrown.com) provides a full range of qualitative, quantitative and consulting services focusing on brands, marketing communica-tions, media and marketing e� ectiveness. � e company operates in 50 countries through 77 wholly owned or licensee o� ces.

Millward Brown works across a wide range of industries and categories, operating in areas such as brand strategy and experience; creative development and campaign evaluation; consumer needs and values; media planning and strategy; ROI, forecast-ing and investment management; brand valuation and analytics (through MB Optimor); and demand and activation.

Key products and services are Link copy testing, BrandDynamics, BrandZ, Dynamic Tracking, D&A, MBuzz, AdIndex and MB Precis.

Green� eld Consulting (Green� eldGroup.com) is a qualitative agency that conducts focus groups and in-depth interviews globally for Fortune 500-ranked companies.

Marketing and Planning Systems (MaPS) (MaPS-net.com) is a research company and consultancy that combines marketing science with consultancy skills.

Dynamic Logic (DynamicLogic.com) measures the impact of digital marketing initiatives and marketing e� ectiveness, and the role they play in the broader cross-media mix.

� e Focus Network (� eFocusNetwork.com) is a network of focus group facilities.

TNSTNS (TNSglobal.com) is a provider of both custom market research services and qualitative research services. It has o� ces in more than 80 countries.

TNS provides marketing knowledge and insights into consumers and markets. It has experience in most major sectors, particularly CPG, retail, new media, � nancial services, energy and utilities, political and social, and technology and telecommunications.

TNS includes both custom approaches and proprietary techniques. Proprietary techniques include: Equity Engine (brand equity management), MicroTest (sales forecasting), BrandSight Gallery (an internationally validated visual system for exploring brand personality), Locator (brand positioning optimization), eValuate, Insightment and Loyalty

Driver (evaluating and managing customer loyalty), Tri*M (stakeholder management), Conversion Model (commitment measurement), Needscope (motivational research), AdEval and AdE� ect (advertising evaluation and e� ectiveness), InnoSuite (new product development), WebEval (website evaluation), Optima (usage and attitude understanding) and BPO (brand equity research).

3 IMS HEALTH INC.ImsHealth.com

DAVID CARLUCCI

IMS Health Inc. in Norwalk, Conn., was founded in 1954 and was a publicly traded company listed

on the New York Stock Exchange. In February 2010, IMS was acquired by TPG Capital, the Canada Pension Plan Investment Board and several other investors.

David Carlucci, 55, is chairman and CEO of IMS. He earned a B.A. in political science at the University of Rochester.

Revenue in 2009 was $2,189.7 million, down 2.4% from 2008. In 2009, 63.4% of total revenue, or $1,388.6 million, was generated outside the United States. � e growth rate includes 2008 and 2009 U.S. revenue from the 2008 acquisitions of Robinson and James Research Pty. in Australia, Fourth Hurdle Consulting Ltd. in the United Kingdom, Health Benchmarks Inc. in the United States, RMBC Pharma Ltd. in Russia and the services practice group of Skra Corp. Inc. in the United States.

IMS Health is the leading global provider of market intelligence to the pharmaceutical and healthcare industries, providing services in more than 100 countries. � e � rm o� ers market intelligence products and services, including product and portfolio management capabilities, commercial e� ectiveness services, managed care and consumer health o� erings, and consulting services.

� e � rm’s business lines are:

Commercial E� ectiveness services are used • principally by pharmaceutical manufacturers to measure, forecast and optimize sales force produc-tivity and improve territory management.

Product and Portfolio Management o� erings are • multinational, integrated analytical tools and syndicated pharmaceutical, medical and prescription audits. � ey assist in identifying the optimum mix of products in portfolios and pipelines, and in resolving various strategic issues, including which therapy classes to enter, which products to develop and license, and how to pursue market opportunities.

New Business Areas support pharmaceutical client • business initiatives in managed markets, consumer health, and pricing and market access. � e area also serves payer and government audiences.

Within these business lines, IMS provides consult-ing and services that use in-house capabilities and methodologies to analyze and evaluate market trends, strategies and tactics, and to help in the development and implementation of customized so� ware applica-tions and data warehouse tools.

IMS has established a Business Transformation Services organization focused on providing commer-cial analytics outsourcing of pharmaceutical sales, marketing and managed markets activities. � e � rm is extending its outsourcing capabilities to provide new ways to drive commercial excellence and more mean-ingful cost e� ciencies.

IMS employs 7,250 full time worldwide.

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4 GFK SE Gfk.com

KLAUS L. WÜBBENHORST

G fK SE is a public company based in Nuremberg, Germany, established in 1934, and listed on the

Frankfurt Stock Exchange. Klaus L. Wübbenhorst, 54, is the CEO of GfK SE.

He earned a Ph.D. from Technical University in Darmstadt, Germany.

Revenue in 2009 was $1,622.8 million, down 6.0% from 2008. In 2009, 74.1% of total worldwide revenue, or $1,202.9 million, was from outside Germany.

� e growth rate excludes 2008 and 2009 revenue from the 2008 acquisitions of Blue Moon Group in Australia in January; Bilesim International Research & Consultancy in Turkey in March; Shopping Brazil in April; Chart-Track Ltd. in the United Kingdom in July; and Arbor Strategy Group in the United States in August; and from the 2009 acquisitions of Etilize Inc. in the United States in January; Market Insight in Egypt in January; dmrkynetec in the United Kingdom in February; ORG-GfK Marketing Services in India in July; Ascent Market Intelligence Ltd. in the United Kingdom in August; IFOP Music in France in July; and Conecta Asociados S.A.C. in Peru in October.

GfK provides knowledge on all major consumer, pharmaceutical, media and service sector markets through a network of 115 operating companies. 10,058 employees conduct market research in more than 100 countries, and GfK's strong global network o� ers a wide range of experience, approaches, insights and access to some of the world’s largest databases.

Its services are divided into three sectors: Custom Research, Retail and Technology, and Media. � e cate-gorization is based on the respective sources of the data required for the o� ering: point of customers, point of sale and point of media.

CUSTOM RESEARCH � e Custom Research sector provides information and consulting services for operational and strategic marketing decisions in more than 80 countries worldwide. Point of customer is the data source for this sector. It o� ers a broad range of ad hoc studies as well as tests and studies, in particular, for product and pricing policy, brand management, communications, distribution and customer loyalty. GfK monitors products and services from development and launch through maturity to the saturation phase.

RETAIL AND TECHNOLOGY Point of sale is the data source for the Retail and Technology sector. � e sector supplies information and consulting services based on retail data from continuous surveys and analyses of technical consumer goods and services in the retail sector in more than 80 countries worldwide.

� e services include regular surveys on market segments including o� ce communications, photo-graphic technology and optics, electrical household appliances, information technology, telecommunica-tions, sports equipment, tourism, and consumer electronics and entertainment media.

MEDIA � e Media sector delivers information services on range, intensity and nature of media usage and acceptance in 30 countries in Europe and in the United States. � e data source for the Media sector is the point of media. � e services are directed at clients from media companies, agencies and the branded goods industry. � e range of available services includes continuous and special one-o� studies and analyses. � e data sources for the Media sector come from TV, radio, print, outdoor advertising and online.

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5 IPSOS SA Ipsos.com

DIDIER TRUCHOT

I psos SA, in Paris, was founded in 1975 and listed on the Paris Stock Exchange in July 1999. It is

now part of the Premier Marché of EuroNext Paris Stock Exchange.

� e chairman and CEO of Ipsos is Didier Truchot, 63. He is a graduate in economics from Panthéon-Sorbonne in France.

Revenue for 2009 was $1,315.0 million, down 3.8% from 2008. In 2009, revenue generated from work conducted outside France was $1,180.6 million, or 89.8% of total revenue.

� e growth rate excludes the 2008 and 2009 revenue from the 2008 acquisitions of Forward Research Inc. in the United States in January; Monroe Mendelsohn Research in the United States in April; Livra.com S.A. in Argentina in July; B-� inking in China in July; Alfacom in Brazil in August; and Strategic Puls in Serbia in October; and the 2009 acquisitions of Punto de Vista in Chile in March and Market Research Bureau of Ireland Ltd. in July.

Ipsos is a global market research � rm that is both controlled and managed by research professionals. � e � rm is present in 64 countries and employs 8,761 full time worldwide.

Ipsos ASI comprises advertising research specialists • who help de� ne advertising concepts and measure and forecast the e� ectiveness of marketing commu-nications. Ipsos sta� deliver performance evaluation with comparable results across the various coun-tries in which its clients are operating.

Ipsos Marketing—the � rm's innovation and brand • research specialists—provides strategic or tactical information about markets and brands, whether to launch new products, understand consumer behavior, or analyze and track brand performance in their market. Experienced special teams from consumer goods, industry and services, health and qualitative divisions o� er business services that include forecasting, modeling, market knowledge and consumer insights.

Ipsos Public A� airs—the � rm's social research and • corporate reputation specialists—delivers research on social issues and the attitudes and behaviors of citizens and consumers. Its research is based not only on public opinion, but also on elite stake-holder, corporate and opinion research. In partnership with � omson-Reuters, it delivers multicountry polling results on consumer

attitudes and issues, economic con� dence, and other timely occurrences in geopolitics and the policy environment.

Ipsos MediaCT—consisting of media, content and • technology research specialists—is a global leader in research-based services that connect media, contents and technology. It o� ers experience in a wide range of research techniques to companies in the media, entertainment, video game, online services, telecom and technology industries.

Ipsos Loyalty—the � rm's customer and employee • research specialists—o� ers a range of services in the area of customer relationship management research, coupled with its experience in internal research within companies.

Ipsos is equipped with systems for collecting and processing data that are now promoted by Ipsos Observer, Data Collection and Delivery Specialists. � eir objective is to ensure high quality and cost-e� ective services through all forms of � eldwork, across any sample type, virtually worldwide.

� e newly created research and development center, Ipsos Open � inking Exchange, will develop new approaches and methods to encourage consumer participation. Its mission is to deliver new research tools based on digital technology.

Ipsos acquired OTX in the United States in January 2010. OTX is a leader in online research and was one of the � rst to migrate traditional research methodolo-gies online.

6 SYNOVATESynovate.com

ROBERT PHILPOTT

S ynovate, based in London, was created in 2003 and is the market research arm of Aegis Group

plc, a London-based public company listed on the London Stock Exchange.

Robert Philpott, 49, is global CEO for Synovate. He earned a B.A. in business studies from Manchester University in the United Kingdom.

Revenue in 2009 was $816.4 million, down 9.6% from 2008. In 2009, revenue from outside the United Kingdom was $693.9 million, or 85.0% of total revenue.

� e growth rate excludes 2008 and 2009 revenue from the 2008 acquisitions of Oncology Inc. in the United States in January; CIMA Group in Chile in January; Steadman Group in Kenya in July; Peter Seagroatti & Associates Ltd. in the United Kingdom in March; and Marketing Management Analytics in the United States in April (from parent Aegis Group). In 2009, revenue for Aegis Group was $2.1 billion.

Synovate is a global market research � rm that generates consumer insights by providing integrated research metrics and ensuring that those metrics are more predictive of business outcomes. � e � rm is based around a borderless organization whose � exible structure allows it to create teams and processes that meet client-speci� c requirements.

Its clients range from Fortune Global 500 companies to entrepreneurial start-ups and come from all sectors of business: consumer packaged goods, petrochemicals, media and advertising, government, healthcare, � nancial services, retail, restaurants, technology, automotive and more. Synovate currently has o� ces in 62 countries with the ability to conduct market research in an additional 75 countries. � e � rm employs 5,968 full time worldwide.

Synovate’s global capabilities include:

Brand & Communications: � e � rm o� ers Brand • Value Creator, Market Barriers, Mind Clouds and other services to grow brands, assess obstacles and track the impact of communications on perfor-mance. Synovate’s brand research also can be integrated with its customer loyalty and shopper research capabilities, providing a holistic view of customers.

Customer Experience: � is service measures, • models and manages customer experience, satisfaction and loyalty.

•

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MarketQuest: � is service guides clients through the • entire product development process, from initial concept to pricing, packaging and ongoing perfor-mance monitoring, to ensure e� ective market decisions and accurate volume estimates.

Shopper Insights: Synovate Shopper Insights • identi� es key category and brand shoppers, under-stands and quanti� es positive and negative in-store factors impacting brand and channel performance, and optimizes the shelf to maximize retail perfor-mance. Equipment allows retailers to count, track and study shopper behavior in-store during all times of the day to assess the impact of promotions, displays, store locations, layouts and other factors.

Syndicated Services: Synovate’s syndicated studies • include PAX and EMS, which examine media behavior and product ownership among a� uent consumers; Young Asians, which examines youth behavior across 12 Asian markets; Mail Monitor, which tracks direct mail credit card o� ers; Customer Satisfaction Index, which tracks Canadians’ satisfac-tion with their � nancial institutions; DuraTrend, which tracks Americans’ purchases of household durable goods; and Household Equipment Canada (HEC) which tracks durable purchases in Canada.

7 SYMPHONYIRI GROUPSymphonyIRI.com

JOHN G. FREELAND

S ymphonyIRI Group (SIRI), formerly IRI, based in Chicago, was founded in 1979 and became a

public company in 1983. It was acquired in 2003 by Symphony Technology Group, a private company based in Palo Alto, Calif.

John G. Freeland, 56, is president and CEO of SIRI, and Romesh Wadhwani, 62, is chairman. Freeland earned an M.B.A. at Columbia University and Wadh-wani earned a Ph.D. in electrical engineering at Carnegie Mellon University.

Revenue in 2009 was $706.3 million, up 1.2% from 2008. In 2009, 37.5% of total revenue, or $264.6 million, was generated from work outside the United States. � e growth rate excludes the 2008 and 2009 revenue of Apollo, sold in December 2008, and Hendry Corp., acquired in September 2009.

SIRI is a worldwide provider of consumer, shopper and retail market intelligence and insights for the CPG, retail and healthcare industries. It o� ers a combination of sta� and domain experience, predictive analytical

models, information processing and business intelligence capabilities supported by technology platforms and integrated market information.

� e � rm operates in 59 countries through stand-alone operations, wholly owned subsidiaries, partner-ships and alliances. SIRI o� ers services in six areas:

COMPREHENSIVE MARKET CONTENT

InfoScan Retail Tracking: • � e census-based InfoScan point-of-sale (POS) tracking service provides access to detailed infor-mation on sales, share, distri-bution, pricing and promotion across a wide variety of retail channels and accounts.

AllScan Convenience Store • Tracking: The AllScan tracking service in the United States provides scanner-based POS data across the entire conve-nience channel using data from more than 15,000 sample convenience stores.

ENHANCED CONSUMER & SHOPPER INSIGHTSSIRI Consumer & Shopper Insights o� er a range of services, including market structure and consulting, brand and retailer loyalty analysis, attitudinal segmentations and individual user pro� les. Many of these services are powered by SIRI Liquid Data, a platform that provides for comprehensive, real-time information.

Production Joint Venture • for Raw Panel Data: In 2009, SIRI formed a panel-based production joint venture owned 50-50 with � e Nielsen

Co. to create a single source for raw panel informa-tion in the United States. Nielsen and SIRI continue to operate separate panels in which households provide purchase data used to analyze volume and share level trends based on what is happening in the home, including who is buying, where, how o� en, the level of brand and retailer loyalty, and the impact of shopper promotions. Each � rm uses its own intellectual property (data reference, projec-tions, technology, etc.) to produce delivery of its respective consumer panel.

Shopper Insights Platform: In 2009, this platform • continued to be enhanced by expanding the Consumer Network household panel and o� ering a series of integrated insights, shopper and specialty panels, that are enabled through a new, portable, personal collection device. SIRI also enhanced its Shopper Insights Explorer o� ering by providing an analytics-driven application built on the SIRI Liquid Data platform that provides shopper segments, trip missions and buyer behavior information.

Worldwide Household Panel Services: In partnership • with the Europanel Association, SIRI and Europanel have formed the world’s widest-reaching, single-panel research service representing 600 million households in 54 countries, including the United Kingdom, Germany, Japan, Brazil and Mexico. � is is the only consumer panel that covers Russia and China exclusively.

PREDICTIVE ANALYTICS AND MODELING� e � rm’s analytical modeling, consumer and shopper insights, and new product and media testing services are supported by experienced analytics professionals. In 2008, SIRI introduced a new series of pricing and promotion capabilities for understanding pricing sensitivities, gaps, thresholds and competitive implica-tions. � e simulation and optimization tools assist in determining the most favorable allocation of invest-ments based upon client-speci� ed report levels.

In 2009, SIRI continued to expand SIRI Liquid Data, an information management and insights platform used to support business applications designed to provide real-time information. � e platform o� ers data management capabilities through a combination of hardware, so� ware, algorithms, industry models, data integration and supporting applications that are o� ered as a hosted service or as a separate infrastructure within the customer’s legacy data environment.

� e SIRI Advantage Portfolio of Solutions was introduced in 2009 and is powered by Liquid Data. It provides on-the-� y intelligence in the areas of consumer and shopper insights, brand, market and category performance, and shopper loyalty across the entire enterprise. � e Advantage Portfolio consists of new and enhanced technologies including:

Shopper Insights Advantage provides insights into • shopper behavior combining content, such as built-in scorecards and best-practice analysis templates, with the speed and � exibility to identify opportunities to attract shoppers, drive trips and increase basket value.

Health & Wellness Advantage contains measurement • information pertaining to more than 100 "claim" statements, nutrition panel facts and ingredients to optimize market positioning by understanding the health and wellness messaging and bene� ts that resonate with consumers. � e application delivers insights for the entire edible section, segmenting departments and categories by product attribute and health and wellness function.

Sales Advantage uses total store data for sales forces • to create insight into strategy, retailer performance

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