At Vireo Research our philosophy is simple: Be curious! With this as our motivator, we bring an unparalleled level of enthusiasm for social trends and all things that people unearth, embrace or reject. We want to know the WHY, WHERE, WHAT and HOW. Our goal is to elicit clarity on attitudes, behaviors and values in a hyper-media, super-social consumer-driven world. This means data is the currency within the marketing and communication universe. We will work with you and the people that matter most to you - consumers - to unearth the insights you need to grow your brand. To learn more, contact us at: becurious@vireoresearch.com

1. An introduction to…

2. First
off,
Hi!

3. We’re
a
Full-­‐Service
Research
and
Strategic
Consultancy.
Jacquelyn
Caroline
Salnek
Wilson

4. We
understand
social
communicaBon
for
social
change.

5.
We
all
know
the
world
of
communicaBons
has
changed.
The
conversaBons
we
have
are
NOT
different.
It’s
HOW
we
share
and
WHO
we
talk
to
that
is.
It’s
a
social
world.

6. We
find
soluBons
for
a
world
driven
by
SOCIAL
COMMUNICATION.
What
is
Social
Communica0on?
It’s
the
way
we
interact,
engage
and
share
‘stuff’.
It’s
the
way
we
converse
with
people,
brands
and
organizaBons
based
on
our
personal
interests
and
goals.

7. Vireo
Research
wants
you
to
gain
a
deeper
understanding
of
HOW
your
customers
converse
with
you
and
others.
WHAT
do
they
want
to
hear
and
WHERE
does
your
brand
fit
into
the
conversaBon?
Knowing
this
is
true
brand
empowerment.

8. The
rea
lity…
Brands
convers are
joining
and
aBons
th
leading
at
maYe
custome r
to
thei
rs.
r
What’s
y
our
soci
al
dialog
ue?

9. The
goal…
fy
the
most
powe rful
approach
to
IdenB ip
with
the
people
bu ilding
a
relaBonsh
that
maYer
to
you.
do
you
want
Wh a t
kind
of
rela6onship s?
with
your
customer

10. The
mission…
power
brands
to
confidently
make
Em
this
social
world.
decisio ns
while
navigaBng
our
social
path?
What’s
y

11. How
you
can
get
there.

12. Informa0on
is
currency
in
a
social
world.
With
research
as
our
tool,
we
craZ
Social
Communica0on
Insights
and
Strategies
that
will
empower
your
team
to
act.

13. We
offer
a
full
range
of
Custom
Research
Services.
Each
study
is
designed
at
the
crossroads
of
art
and
social
science
to
answer
your
burning
quesBons.
Qualita0ve
Quan0ta0ve
Research
Research
• Focus
Groups
• Online
Surveys
• Ethnography
• Telephone
Surveys
• Online
BulleBn
Boards
• Database
Development
• In-­‐depth
Interviews
• Advanced
AnalyBcs
• InnovaBon
Workshops
• Custom
Panels
• Online
CommuniBes

14. Everything
we
do
considers
emerging
idea
pop
culture. s
&
We
look
for
yo
ur
story.
The
one
that
m
aYers
to
your
customers.

15. And
maYers
to
a
wide
range
of
decision
makers.
And
can
inform
each
of
their
unique
informaBon
needs.
Source:
David
Armano,
Edelman
2012

16. People
we’ve
worked
with.

19. CASE
STUDIES

20. The
Challenge:
ConBki
Canada
needed
to
beYer
understand
the
travel
habits
and
brand
interacBons
of
young
people.
Ensuring
the
brand
was
addressing
the
evolving
needs,
in
parBcular
the
social
media
needs,
of
GenY
travellers
was
a
strategic
imperaBve.
The
Solu0on:
A
two-­‐Bered
research
program.
Quan0ta0ve
Phase:
A
survey
to
unearth
the
adtudes
and
impressions,
and
travel
personas
among
young
people,
their
travel
habits
and
media
habits,
and
overall
brand
impressions.
Qualita0ve
Phase:
TradiBonal
focus
groups
delved
deeper
into
the
way
in
which
people
travel,
why
they
travel
and
what
they
wish
to
‘get
out’
of
a
travel
experience,
as
well
as
their
interacBon
and
percepBon
of
the
ConBki
brand.
The
Insights:
Travel
is
a
life
long
venture.
It
facilitates
youthfulness
and
worldliness,
perspecBve
and
respect.
It’s
not
where,
or
for
how
long
you
travel.
The
goal
is
to
collect
experiences
with
friends.
The
brand
was
globally
fragmented:
Young
people
wondered
what
ConBki
actually
stood
for,
in
part
because
of
a
fragmented
social
presence.

21. The
Travel
Personas:
• The
Cheap
Trip
(infrequent
travelers):
Partying
and
low
cost
trips
reign;
they
want
VALUE
for
money
and
all-­‐inclusive
packages
are
most
sensible
for
them.
• The
Arrivistes
(semi-­‐frequent
travelers):
DesBnaBon
and
accomplishment
reign;
it’s
about
WHERE
that
maYers
most,
with
locaBon
being
the
driving
factor.
• The
Vagabond
(frequent
traveler).
InvenBon
and
authenBcity
reign;
it’s
about
HOW
the
trip
comes
to
life.
Finding
the
less
traveled
road
is
most
fulfilling.
The
Outcome:
ConBki
now
posiBons
the
brand
as
one
that
creates
eye-­‐
opening
experiences
for
young
travelers
around
the
globe:
“Traveling
with
us
isn’t
about
Bcking
boxes,
but
about
those
moments
in
Bme
that
stay
with
you
for
life.”
Facebook,
TwiYer,
and
mobile
apps
were
developed
as
part
of
their
revitalized
social
and
digital
strategies.
All
under
the
premise
that
interacBvity,
advice
and
recommendaBons
fuel
this
generaBon.

22. The
Challenge:
Due
to
the
changing
media
and
technology
landscape,
TVO
needed
to
beYer
understand
the
lifestyle,
online
habits,
and
needs
specific
to
educaBonal
content
needs
among
GenX
parents
with
kids
between
3
and
9
years-­‐old.
The
Solu0on:
A
short-­‐term,
online
qualitaBve
panel
with
20
parents,
with
kids
aged
3-­‐9yrs.
Three
online
assignments,
and
an
in-­‐person
website
evaluaBon
session
were
conducted.
The
Insights:
Parents
have
many
teachable
moments.
Nap
Bme
=
discipline;
Sports
=
health
and
well-­‐being,
Watching
videos
=
educaBon
Parents
want
to
foster
their
kids’
mind,
body
and
soul,
which
are:
conBnual
educaBonal
tools
for
the
mind,
learning
on
health
and
wellness
for
the
body,
and
ensuring
a
loving
environment
for
the
soul.
The
power
of
knowledge.
Independence
and
confidence
are
the
result
of
trusted
informaBon
from
trusted
sources,
social,
web-­‐based
experiences
are
welcome.

23. The
Outcome:
TVO
now
has
a
digital
and
social
strategy
that
is
based
on
the
way
parents
think.
TVO
conBnues
to
be
the
curator
of
expert
informaBon
to
amplify
parents
informaBon
needs
that
support
all
‘teachable
moments’.
23
CONFIDENTIAL
–
DO
NOT
COPY
OR
DISTRIBUTE
WITHOUT
PERMISSION

24. It’s
been
our
pleasure
to
make
this
introducBon.
Let’s
discuss
your
social
path.
Caroline
Wilson
416.890.6959
caroline@vireoresearch.com
Jacquelyn
Salnek
416.602.3241
jacquelyn@vireoresearch.com