An introduction into projective techniques used for insight and data mining and research. Focus on pharmaceutical and medical brands and research.

1. six degrees insight mining research
05 07 09
s i x d e g r e e s | a sensory branding agency

2. insight mining 2
insight mining is all about identifying deeper and richer insights
among a brand’s target audience in order to further grow the brand in
the marketplace.
insights that we identify through our insight mining work include:
functional, emotional and self-expressive benefits sought versus associated with
a given brand and its competitors
a brand’s true brand image
unmet needs (and associated marketing & positioning opportunities)
biases, objections, barriers and mistaken beliefs about a product or brand and
how to overcome them
competitor weaknesses and how to exploit them
s i x d e g r e e s | a sensory branding agency

3. research philosophy 3
we tailor our method to the project & we’re flexible in the field
“if this were our brand...” perspective
we dig deep:
1. we recruit target audience representatives who not only meet “functional
requirements” but who are also highly communicative, expressive
2. our interviewers are highly educated and experienced in various therapeutic
areas, the effective use of projective techniques to discover and organize
emotional, social and functional information and putting all audiences at ease
regarding the use of projective techniques
3. we have a rich portfolio of projective techniques and stimuli
we conduct strategic workshops to insure proper integration of
insights into marketing/branding
s i x d e g r e e s | a sensory branding agency

4. types of perceptions 4
...we use this model as a guide to
the different types of perceptions/
biases/likes & dislikes a physician
or patient can have about a
condition, therapy, brand or
company
s i x d e g r e e s | a sensory branding agency

5. projection frame 5
...projecting to a “typical
physician” rather than the “I”-
frame of reference removes the
pressure of meeting real or
perceived professional, social and
personal expectations/taboos and
allows for a richer and less biased
or filtered discussion
s i x d e g r e e s | a sensory branding agency

6. field experience 6
audiences: physicians, KOLs, RNs, PAs, patients & care
givers, c-suite, managed care
IDIs, TDIs, groups & mini-groups
in-person & phone/web combination
international (all major and many emerging markets)
qual & online quant
s i x d e g r e e s | a sensory branding agency

7. projective techniques

8. brand metaphor 8
Automotive Famous Fashion ...using categories
Brands People Brands of everyday brands
as metaphors, or
1
asking for a “free
41% Jay Leno 43% 32%
association”
metaphor allows
2 physicians and
20% Jim Carey 39% 29%
patients to provide
3
insights on a
18% Bill Gates 6% 17%
product or patient
they could not (or
4 would not)
7% Donald Trump 6% 4%
otherwise articulate
s i x d e g r e e s | a sensory branding agency

9. visual image selections 9
...85%+ of human communication is non-verbal. Using images
to express thoughts, ideas and feelings provides for a richer
discussion of any topic
s i x d e g r e e s | a sensory branding agency

10. story telling 10
imagine BRAND X comes to life as a person and is attending a
cocktail party [family reunion, charity event, professional conference,
etc]. describe Brand X in terms of:
demographics
appearance
attitude/personality
behavior
social interactions
...directing physicians (and patients) to project a product or brand into a
complex yet familiar event allows the skilled interviewer to explore
deeply held associations and biases
s i x d e g r e e s | a sensory branding agency

11. Thematic Apperception 11
...using ambiguous
situations and asking
physicians to
complete the dialog
are especially useful in
exploring subtle
perceived differences
between products/
brands
s i x d e g r e e s | a sensory branding agency

12. paradigm mapping 12
+3mos. +9 mos. +18 mos.
-24-12 months Time 0
 PSA Urologist refers to Patient Oncologist Oncologist Patient
Hormone radiologist to becomes initiates tx initiates enters end-
therapy indicators of
disease detect / confirm hormone for bone chemo of-life or
initiated presence of bone refractory mets hospice care
progression
• Velocity of mets
doubling time
•>+increase in
a row Oncologist assumes
BRAND J Urologist
 Bone mets refers to primary responsibility for
confirmed on oncologist for patient
radio graphic consult
MD suspects evidence
bone mets
Patient complains of
symptoms of bone mets
BRAND Y
...directing physicians to place images, decisions, treatments, concerns,
etc on a timeline enables identification of new marketing and
communications opportunities
s i x d e g r e e s | a sensory branding agency

13. Sentence completions 13
Viagra is to MEN as ___________ is to WOMEN.
What I least like about treating patients with HIV/AIDS is ___________.
Treating patients with COPD is as rewarding as ______________.
If I were sitting on a plane next to the CEO of the company that makes
and markets BRAND X, I’d make the point that ___________.
...using directional or non-directional analogies and other sentence
completition constructs provides another “safe” way to explore
emotional, self-expressive and social benefits/concerns
s i x d e g r e e s | a sensory branding agency

14. about us

15. who we are 15
sensory branding agency
founded in 1999
senior marketing execs
20 full time employees, 5-7 full-time contractors
broad international experience
s i x d e g r e e s | a sensory branding agency

16. medical experience 16
pharmaceutical biotech/biopharma
pfizer genentech
novartis amgen
schering exelixis
bayer neurocrine
sanofi actelion
J&J organon
novo nordisk
BMS
GSK
medical devices other
siemens medical/ultrasound abbott nutrition
abbott vascular medicis
zeiss meditec american laser centers
ascent healthcare solutions
concentric medical
edwards lifesciences
calypso medical
s i x d e g r e e s | a sensory branding agency

17. brand experience 17
disease states devices
allergies hypertension bare metal stents
Alzheimer’s incontinence
dermatological lasers
AMD infectious diseases
anemia insomnia dilation catheters
arthritis osteoporosis drug-eluting stents
asthma oncology
guidewires
COPD Paget’s Disease
guiding catheters
depression pain
diabetes sexual dysfunction OCT
glaucoma seizures ultrasound machines
HIV/AIDS women’s health
s i x d e g r e e s | a sensory branding agency

18. our services 18
Insight Mining Brand Focus Workshops Messaging Architecture Identity/Look & Feel
Brand Perceptions Brand Platform Sensory Positioning Advertising
Sensory Research Marketing Plan Development Brand Cascading Interactive/Web 2.0
Positioning Research Brand Architecture Environment Branding Animation
Strategy Research Naming/Taglines Brand Guidelines Tradeshow Displays
Communications Research Ideation Workshops
Marketing Integration
s i x d e g r e e s | a sensory branding agency

19. dun & bradstreet 19
2007 independent evaluation of six degrees by clients
s i x d e g r e e s | a sensory branding agency

20. thank you! six-degrees.com
8040 east gelding drive scottsdale, az 85260 480.627.9850