1. Consumer Confidence & Brand Preference/Usage

2. June 2008 Company Profile

3. 01 MediaMix Research & Solutions

4. The media Mix research solutions is the research arm of The R&T Advertising Group - a marketing & communication company that provides fully-fledged solutions to advertisers. We believe, that the new agency model that we have created provides for multi-dimensional solutions through its creative ideas that enable our clients’ discernible differentiation on the market and yield tangible results. Who We Are Our Mission We develop creative communication solutions aiming at achieving maximal impact for our clients’ marketing budgets. Our Services Building upon more than ten years of experience in the advertising market & communication services in Albania, the group provides now thorough consultancy services at all levels of expertise in today’s ad industry & market research. Brand Advertising Strategic Planning & Consumer Understanding Research, Development and Implementation Brand Design & Development Strategic Communication Planning & Media Services Integrated Marketing Communications Business-to-Business Communication Development Promotion Planning and Execution Company Profile 1 2 4 6 5 7

5. 02 Research Services

6. Media Mix provides complete consultancy services in the sector of: market research , public opinion & social research , as well as advertising & media research . OPINION ADVERTISING CUSTOMER RELATIONS MARKETING MEDIA & AUDIENCE Research Services Starting from conceptualizing & designing the questionnaires, selecting & implementing representative samples, conducting the interviewing fieldwork, as well as detailing & finalizing the statistical analysis of the findings resulting from the collected data, Media Mix provides a full package of syndicated & custom research services. The adoption of contemporary research techniques & the analytical capabilities of Media Mix ’s key personnel provides its clients with key assistance insights in their decision-taking and their competing strategies in five main specialized of market research: 1 2 4

7. 03 Structure of Research Services

8. The single core activity of Media Mix ’s research & planning dept. focuses on collecting, processing & analyzing information about opinions, needs & wants of consumers, clients & citizens, and understanding their attitude and behavior. Public Opinion & Social Research Advertising Research Quality & Management of Customer Relations CRM) Research Marketing Research Media & Audience Research Structure of Research Services The unique analytical approach and adoption of contemporary statistical techniques enables Media Mix ’s clients to understand better their markets & target consumers. A thorough and detailed analysis of even the slightest of differences in gauging respondents’ opinions facilitates depicting a clear picture of the needs, desires, and motivations of the consumers-citizens. In order to meet best its partners’ expectations, Media Mix has structured its research service business into five main specialized areas of research studies. 1 2 4

9. 04 Methodology & Tools

11. Ad Copy Testing | Campaign Pre-testing | Post-testing. Ad Impact on Target Audience Testing | Ad Monitoring & AdEx Reporting Reach | Share & Ratings | Impact | Circulation | Targeting Techniques. Viewership/Listenership/Viewership | Audience Demographic Profiles. Content Analysis | Negative vs. Positive Media Coverage. Ad Copy & Editorial Tendency | Media-Scheduling & -Planning Strategy. Customer Satisfaction & Consumer Surveys | Usage & Attitude Studies. Mystery shopping | Customer Demographic Segmentation Studies. Brief Guide on most-often used Multivariate Statistical techniques in the market research practice. Summary of Research Services 1 4

12. 05 Advertising Research

15. 06 Audience & Circulation Studies

16. New Subscribers Studies These studies analyze whether the new subscribers of a certain publication or media outlet match, or not, the demographics of the existing subscribers base. Most of the time, the samples for such kind of studies are designed to produce results according to circulation figures or source of subscription for publications & cable/satellite service TV networks. Circulation/Audience Renewal Monitoring Designed to predict the type of people that are most likely to renew, or not, their subscription, these kind of studies help publishers & other media outlets’ management to assess the development sizing trend of such groups, as well as the trend of factors that influence whether their efforts to renew their subscription are more, or less, likely to be successful. Additionally, they help in diagnosing & improving media outlets' appeals to get higher rate of subscription from their audience. Intercepting Studies at the Newstand The readers are immediately contacted after their publication purchase at the newstand in order to find the reasons of their reading behavior, as well as the frequency of purchase. Cover Testing These studies are designed to predict which cover, out of three or four alternatives, could sell better after being placed in the newstand. List Testing Small sample lists are tested to find whether they match, or not, the demographics & behavioral setting of the audience for certain publications & media outlets.

17. 07 Media & Communication Studies

18. Editorial, Commentary & Content Monitoring. Stories, press reports, presentations & different formats appearing in certain publications, or media outlets, are monitored periodically, and the data collected are analyzed to assess the ratings figures of viewers/listeners/readers. Programming & Editorial Development Testing The audience is asked to asses its interest and readership of stories published or aired in certain publications or media outlets, as well as to evaluate the general editorial content. The latter are also known as TOC – Table of Contents studies. Copy & Editorial Concept Testing It is often used to assess the interest of new media outlets’ programming appeal. Representative samples of specific target groups include individuals representative of the respective target groups for the publication or media outlet in hand, and prototypes of the latter are used in the study, especially when questionnaires involve face-to-face interviewing methodology. Viewers/Listeners/Readers Auditing The audience is asked to assess a publication or media outlet against the competition. These kind of studies may serve as diagnostic tools for the editors in their attempts to improve the editorial product.

19. 08 Market Research Studies

20. Consumer Research These kind of studies help in understanding the behavior, capacity and decision-taking process of consumers in the market. The findings from such studies could be of great use in drafting and implementing marketing & communication business retail plans by the corporations. These kind of studies are typically customer satisfaction and/or consumer survey . Mystery Shopping It is another form of market research that can be used as a measuring instrument in assessing one company’s customer care service. The goal is to provide information at management level for the company, in order to generally improve the quality of services, and especially, the quality of customer service. Hence, the conduct of periodic measurements about the quality of services can help the company in monitoring the progress of projects in usually improving their customer care service. Usage & Attitude Studies Usage & Attitude studies are comprehensive & multi-dimensional exercises that major companies organize at least once in two years. Divided usually into two stages, the qualitative one followed the quantitative, U&A studies can assist in drafting long-term marketing & business retail strategies, both for specific products & services, as well as for the quality and management of customer care services, or the hierarchical level of the company’s management. Customer Satisfaction Studies These are studies that are carried out periodically by companies, in order to objectively asses the level of services provided to the clients, which will consequently lead to their improvement. Demographic Profiling & Customer Segmentation Consumer segmentation according to different demographic categories is an important element that can immensely help a company in drafting successful targeting & positioning strategies for different products & services of the companies in the market. 1

21. 09 Appendix | Brief Guide Most-often used Multivariate Statistical Techniques in today’s practice of market research

22. Correlation Analysis Regression Analysis Factorial Analysis Cluster Analysis Brand Mapping Conjoint Analysis Discriminant/Logistic Regression MediaMix provides full research consultancy service including all modern-practice multivariate statistical techniques. Following is a brief guide of the most often multivariate techniques used in today’s market research practice: Multivariate Statistical Techniques 1 2 4 6 5 7

23. Correlation Analysis , expressed by correlation coefficients, measures the degree of linear relationship between two variables. While in regression the emphasis is on predicting one variable from the other, in correlation the emphasis is on the degree to which a linear model may describe the relationship between two variables. The correlation coefficient may take on any value between + and - 1. The sign of the correlation coefficient (+, -) defines the direction of the relationship, either positive or negative. A positive correlation coefficient means that as the value of one variable increases, the value of the other variable increases; as one decreases the other decreases. A negative correlation coefficient indicates that as one variable increases, the other decreases, and vice-versa. The absolute value of the correlation coefficient measures the strength of the relationship. A correlation coefficient of r=.50 indicates a stronger degree of linear relationship than one of r=.40. Likewise a correlation coefficient of r=-.50 shows a greater degree of relationship than one of r=.40. Thus a correlation coefficient of zero (r=0.0) indicates the absence of a linear relationship and correlation coefficients of r=+1.0 and r=-1.0 indicate a perfect linear relationship. r = 0.85 The scatter plots presented on the right perhaps best illustrate how the corr. coeff. changes as the linear relationship between the two variables is altered. When r=0.0 the points scatter widely about the plot, the majority falling roughly in the shape of a circle. As the linear relationship increases, the circle becomes more and more elliptical in shape until the limiting case is reached (r=1.00 or r=-1.00) and all the points fall on a straight line. r = 1.00 r =-0.54 r = 0.17 Three Scatter Plots & their associated Correlation Coefficients

24. Correlation Analysis is typically used for Customer/Employee Satisfaction studies to answer questions such as “which elements contribute most to someone’s overall satisfaction or loyalty to the?” This can lead to a “derived importance versus satisfaction” map. (See below.) It is also ideal when sample sizes are too low (e.g. less than 100) to run a regression analysis. Graphical Depiction of Brand Mapping after Correlation Analysis ‘ Satisfaction Level vs. Impact on Performance’ in a Retail Company Tiparet e Produktit Njohuritë e Biznesit Mbështetja on-line Aktivitete Promocionale Linja e Shërbimit 24h Teknologjia e Përparuar Shërbimet e Emergjencës Marrëdhënia me Account Manager-in Shërbimi i Shpejtë Çmimet e Qëndrueshme Shërbimi pas Shitjeve Mirëmbajtja e Produktit Mbërritja në Kohë tek Klienti Cilësia e Produktit 5.0 5.5 6.0 6.5 7.0 7.5 8.0 0.20 0.40 0.60 0.80 Impakti në Performancën e Përgjithshme Shkalla Mesatare e Kënaqësisë Nevoja për Fokus Pikat e Forta Monitorim Ritmi i Duhur

25. Regression Analysis measures the strength of a relationship between a variable you try to explain (e.g. overall customer satisfaction ) and one or more explaining variables (e.g. satisfaction with product quality and price). While correlation provides a single numeric summary of a relation (called the correlation coefficient), regression analysis results in a “prediction” equation. The equation describes the relation between the variables. If the relationship is strong (expressed by the R square value), it can be used to predict values of one variable given the other variables have known values. E.g. how will the overall satisfaction score change if satisfaction with product quality goes up from 6 to 7? Regression Analysis Customer Satisfaction Study Findings in a Super-Market Chain Vlera Aktuale Vlera Target Cilësia e Produktit 7.2 7.2 27% Value for money 5.4 5.4 18% Shumëllojshmëria 7.2 7.2 15% Shërbimi i konsumatorit 6.4 7.0 25% Disponueshmëria e prod. 6.5 7.0 15% 100% Kënaqësia e Përgjithshme 6.3 6.5 27% 18% 15% 25% 15% 0% 10% 20% 30% Impakti Relativ në Kënaqësinë e Përgjith.

27. Factor Analysis aims to describe a large number of variables or questions by only using a reduced set of underlying variables, called factors. It explains a pattern of similarity between observed variables. Questions which belong to one factor are highly correlated with each other. Unlike cluster analysis which classifies respondents, factor analysis groups variables. There are two types of factor analysis: exploratory and confirmatory . Exploratory factor analysis is driven by the data, i.e. the data determines the factors. Confirmatory factor analysis, used in structural equation modelling, tests and confirms hypotheses. Factor analysis is often used in customer satisfaction studies to identify underlying service dimensions, and in profiling studies to determine core attitudes . For example, as part of a national survey on political opinions, respondents may answer three separate questions regarding environmental policy, reflecting issues at the local, regional and national level. Factor analysis can be used to establish whether the three measures do, in fact, measure the same thing. It is can also prove to be useful when a lengthy questionnaire needs to be shortened, but still retain key questions. Factor analysis will indicate which questions can be omitted without loosing too much information. Factor Analysis Company’s Service Dimensions personel i vëmendëshëm shërbim i saktë shërbim i ofruar në kohë ekspertizë ndërkombët. e kupton biznesin teknologji e kohës demonstron vlerë të shtuar balancim kosto e shërbimit transferim i njohurive DIMENSIONET E SHERBIMIT trajtim si klient i rëndësishëm Ekspertiza Value for Money Ciësia e Shërbimit

28. Cluster Analysis is an exploratory tool designed to reveal natural groupings within a large group of observations . It segments the survey sample, i.e. respondents or companies, into a small number of groups. The basic criterion used for this is distance. In short, respondents whose answers are very similar should fall into the same clusters while respondents with very different answers should be in a different cluster. Ideally, the cases in each group should have a very similar profile towards specific characteristics (e.g. attitudinal or behavioural questions), while the profiles of respondents belonging to different clusters should very dissimilar. Cluster analysis is widely used in market research to describe and quantify customer segments . This enables marketers to target customers tailored to their needs instead of having one general marketing approach . Its main advantage is that it can suggest, based on complex input, groupings that would not otherwise by apparent . Cluster Analysis Consumer Typology in a Clothing & Footwear Shop Shopping është një pjesë e rëndësishme e jetës Të ndjeshëm ndaj çmimit Urren shppoing dhe krahasimin e çmimeve shpenzues të mëdhenj 37% e kampionit 20% e kampionit të ndjeshëm ndaj çmimit dashurojnë shopping 14% e kampionit pëlqen shppping të lirë dhe pa mundime 20% e kampionit

29. Brand Mapping is a technique which allows rows and columns of a data matrix, e.g. average satisfaction scores for several products, to be displayed as points in a two-dimensional space or map. It reduces a complicated set of data to a graphical display which is immediately and easily interpretable. Brand maps are based on correspondence analysis . It is often used to illustrate customers’ images of the market by placing products and attributes together on a map . This allows close interpretation of consumer perceptions of a variety of brand simultaneously . Brands are most strongly associated with the attributes it is closest to on the map. If products are placed close to each other, it means they have a similar image or profile in the market. The centre of the map (the cross on the map), represents the overall mean of each attribute, and is the centre around which the brands are dispersed. The more a brand tends to lie in a similar direction away from the centre as an attribute, the more a brand is associated with that attribute. This also means that brands and attributes near the centre of the maps are not differentiating. The length of an attribute vector represents the extent to which the brands differ on that attribute. Angles between the vectors represent correlations between attributes. The smaller the angles, the more correlated the attributes are. The relative association of brands with an attribute can be determined by drawing a perpendicular line from the attribute vector line (=line from the origin to the attribute point) to each of the brands. The distance between the brand and the attribute is the distance between the attribute location and where the perpendicular line crosses the attribute vector line. Brand Mapping . Retail Shops in a Shopping Mall Catalogue 9 Catalog 8 Catalog 7 Catalog 6 Catalog 5 Catalog 4 Catalog 3 Catalog 2 Catalog 1 Mallra të Tjera Shtëpiake Lodra & Pajisje Kujdesi Pajisje Elektrike Mobilje / Tapete Tekstile për Shtëpi Këpucë Veshje Fëmijësh M (nën 16) Veshje Fëmijësh F (nën 16) Veshje për Meshkuj Veshje për Gra

30. Market research is frequently concerned about finding out which aspects of a product or service are most important to consumers. The ideal product or service, of course, would have all the best characteristics, but realistically, trade-offs have to be make. The product with the most expensive features, for example, cannot have the lowest price. Conjoint Analysis is a technique for measuring consumer preferences about the attributes of a product or service . It is the ideal tool for new/improved product development . The conjoint analysis task asks the respondents to make choices in the same fashion as consumers normally do, by trading off features one against the other, either by ranking or choosing one of several product combinations. E.g. a task could be: do you prefer a “flight that is cramped, costs $250 and has one stop” or a “flight that is spacious, costs $500 and is direct”? Conjoint analysis is typically used to guide new product developers by indicating which product aspects are most important to the consumers. It is also useful to gauge consumer reaction when a product (attribute) will change. E.g. what will happen to the market share of brand A if its price increases with 10%? Using conjoint analysis, you can determine both the relative importance of each attribute (e.g. spaciousness, price, number of stops) as well as which levels of each attribute are most preferred (e.g. how much is a price of $250 more preferred than a price of $500). Conjoint Analysis for Mobile Telephony Product Characteristics Influencing Buyers’ Choice Total Tiranë Veri Jug (kampioni) 438 166 93 78 Brand 50% 45% 52% 55% Kosto 24% 20% 17% 27% Funksionet 12% 15% 20% 8% Kamera 10% 14% 7% 6% Pesha 4% 6% 4% 4% 100% 100% 100% 100% 0% 20% 40% 60% Total Tiranë Veri Jug Brand Kosto Funksionet Kamera Pesha

31. CHAID ( Chi Squared Automatic Interaction Detection ) is used t o build a predictive model, based on a classification system . The analysis subdivides the sample into a series of subgroups that: 1) share similar characteristics towards a specific response variable, and that 2) maximises our ability to predict the values of the response variable. The first predictor category (on which the sample will be split) is the predictor that is associated the most with the response variable. I.e. it gives the most differentiating groups of respondents. Each group is then further split until the analysis does not find any significantly discriminating predictor any more. The predictors can be scaled (e.g. 1 to 7 scale rating) as well as categorical questions (e.g. company demographics). The output is a tree of which the branches are the predictor variables that split the sample in discriminating groups. CHAID is very often used to understand the characteristics of the most and least satisfied or interested consumers/employees. It allows the client to target its (potential) clients more efficiently and successfully. Typically used in the Direct Market Industry to identify the type of people who have reacted to a campaign. Konsumatorët më pak të kënaqur me supermarketin. Shkalla mesatare e Kënaqësisë së tyre të përgjithshme është 2.8 dhe ata përfaqësojnë 9% të kampionit total. Të kënaqur me disponueshmërinë e produktve (rezultati>8) Të pakënaqur me disponueshmërinë e produktve (rezultati<6) Kanë fëmijë në shtëpi Të pakënaqur me rradhët tek arka (rezultati<7) Shpenzojnë më pak se 2,000 Lekë në një dyqan market E shijojnë shopping & ju pëlqen të shpenzojnë kohë Super Market’s Client Base Segmentation after CHAID mes=6.3 n=402 (100%) mes=7.0 n=228 (57%) mes=8.3 n=75 (19%) mes=8.8 n=42 (10%) mes=5.3 n=174 (43%) mes=4.3 n=113 (28%) mes=2.8 n=35 (9%) Kënaqësia e Përgjithshme me Supermarketin Konsumatorët më tepër të kënaqur me supermarketin. Shkalla mesatare e Kënaqësisë së tyre të përgjithshme është 8.8 dhe ata përfaqësojnë 10% të kampionit total.

33. Thank You.