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Market Research and CONSULTING Firm Driven to Succeed is an award-winning market research & consulting firm that connects the dots to unleash growth for Fortune 500 and m id-market brands. ​ ​ We are powered by a team with multiple zones of genius who use empathy, intuition and insights to help brands grow, and people thrive. We Connect the Dots QUALITATIVE MARKET RESEARCH We lead empathy-rich conversations then Translate Insights into ‘So What’ and ‘Now What’™, deliver a visually engaging graphic report and 10-15 minute video highlight reel Learn More QUANTITATIVE MARKET RESEARCH We tap into a 100M person global database to gather data and validate hypotheses at scale via online and mobile surveys Learn More PROVEN AND TRUSTED BY LEADING BRANDS Over the past 20 years, our team has been hired by dozens of Fortune 500 B2B, B2C and agency clients Clients Consumer Packaged Goods Food & Beverage Healthcare Pharmaceuticals Multicultural & Diverse audiences across multiple industries And more INDUSTRIES WE’VE SERVED Our work spans multiple categories and industries across B2B and B2C brands Industries Consumer Packaged Goods Food & Beverage Healthcare Pharmaceuticals Multicultural & Diverse audiences across multiple industries And more INDUSTRIES WE’VE SERVED Our work spans multiple categories and industries across B2B and B2C brands Industries AWARD-WINNING FIRM Ohio Minority Supplier Development Council Supplier of the Year , Women's Business Enterprise Council ORV Rising Star, Conway Center for Family Business Milestone Award, OnCon Top 50 Marketer, Smart 50 Columbus, and Future 50 Columbus Read More Thought Leadership Blogs Strategies for Overcoming 5 Common Market Research Challenges Why 90 Percent of New Products Fail & 6 Steps to Increase the Odds of Success The 10 Signs it's Time to Diversify Your Market Research Vendors Read More POINTS OF DIFFERENCE Diverse moderators build rapid rapport and unearth rich, meaningful insights using head and heart Decades of corporate experience including Procter & Gamble, Accenture, Johnson & Johnson, Merck & Abbott Expertise in research, analytics, brand management, and marketing in Consumer Packaged Goods, Healthcare Biopharma, Food & Beverage, Financial Services & beyond Engaging research reports and video highlight reels Global access to over 100M B2C and B2B people across six continents, including diverse & hard to reach respondents Meet Our Team TESTIMONIALS “I’ve gone through some research projects in previous decades, and we never really understood how to take action from the findings – so appreciate you leveraging your marketing experience to help us move forward! "We spent four days doing an amazing process of Kaylie’s and we came away with three products that went to shelf." -Julie, Marketing Content Manager “I heard people say things that have stayed with me for a long time.” -Brent, Brand Manager “This was one of the most successful projects we’ve done. The recruitment was impeccable, and the turnaround time was fast.” - Janet, Market Research Manager “Our advertising is so much better at motivating consumers because we can communicate higher level benefits we didn’t know about before.” — Karen, VP of Innovation Advertising -Donna, Chief Marketing Officer “I was stunned when I learned how people actually shopped for our products. It turns out we have the grocery shelf organized all wrong. I’d call that a real insight.” -Mark, Senior Brand Manager Services Qualitative Research Quantitative Research Brainstorming Brand Strategy & Innovation Message Consulting FREQUENTLY ASKED QUESTIONS What is market research? Market rese arch (also referred to as marketing researc h) is the prac tice of assessing the viability of a new product or service through research carried out directly with current and potential customers. Market research is both an art and a science. Qualitative research is a journey of discovery to learn as much as possible about a target audience, answer strategic business questions, and gain directional feedback on ideas, opportunities, and hypotheses. Whether the brand sells to businesses or consumers, we approach qualitative research as a conversation wit h people. The ability to build rapid rapport that leads to juicy insights is a superpower of the moderators at Driven to Succeed. Quantitative research is a more systematic approach to efficiently gathering feedback at scale with hundreds to thousands of people. Since the base size is generally much higher than qualitative research, results are more conclusive. This approach to research can validate or invalidate hypotheses, giving a business or brand team even greater confidence to make data-based decisions for the business. What is the main purpose of market research? Market research gives you vital knowledge about your industry, brand perceptions, competitive environment, and target audience. Brand research can also inform you of how current clients and prospective customers view your business and even competitors. Most importantly, the outcomes of market research should inform innovation, sales, marketing, and business strategy. Several market researchers from Driven to Succeed are classic ally trained brand managers who have been responsible for P&Ls (profit and loss) of global iconic brands. O ur mission is to Translate Insights into ‘So What’ and ‘Now What’™ to help your brand grow, and to help more people thrive. When should market research be used? The re are many occasions where brand market research is useful: 1. Inspiring innovation 2. Expanding to a new target audience 3. Validating new products and services 4. Confirming that a target audience fits with new products and services 5. Discovering success, failures, and use cases of existing products and services 6. Influencing marketing campaigns 7. Positioning brand relative to competition 8. Measuring brand impressions 9. Deepening consumer and customer intimacy What are the benefits of market research? Including marketing research in your company’s strategic planning will equip you to keep pace with rapidly changing customer behavior and evolving environment in which your company operates. The most sophisticated companies use market research to stay abreast of trends, deeply understand their customers, and shape the future using “future-ready research.” After all, as Peter Drucker famously said, “The best way to predict the future is to create it.” ​ Some of the benefits of market research are: • Builds empathy and a deep understanding of the brand’s target audience • Helps co mpanies bolster their competitive market position • Helps identify your company’s strengths and weaknesses, as well as those of your competitors • Discerns potential possibilities and dangers, often referred to as opportunities and threats • Reduces investment risks through informed, data-based decision making • Prioritizes and identifies tradeoffs among different options • Provides revenue estimates to inform financial forecasts • Makes strategic planning easier • Aids in identifying new trends • Identifies customer unmet needs and demands • Informs sales and marketing messages Market research is a crucial element of corporate strategy and a key contributor to maintaining or gaining a competitive edge. What is bra nd research? Brand re search is a process of combining formal data collection, empirical analysis and open-ended resea rc h to analyze both the brand’s reputation and visibility. The results will help your company to better understand the industry and your company's place within it. ​ To gain insights into how a brand is viewed, brand research examines many aspects of branding, such as your brand identity, vision, goals, mission, and brand positioning relative to competitors. It enables you to determine whether the public's impression of your brand aligns with your company’s vision of the brand and enables you to pinpoint areas that require development and greater distinction. A brand must be desirable, deliverable, and distinctive, that is, it must solve a need that the target audience wants and is willing to pay for, in a way that is unique and better than the competition. ​ Reputation and visibility together create a brand. Having a strong brand means your company is well-known within its target market and has a solid reputation for a particular area of competence. If your company wants to grow faster and be more profitable, conducting brand research will provide an evidence-based foundation on which to build a solid strategy. Why is brand research important? To assess the health of your brand and learn more about how yo ur current and prospective customers view it, brand research is key. You may obtain a competitive edge and improve the positioning of your brand to draw in more customers by continuously performing brand research. Branch research can help your company: • Measure brand awareness, usage, loyalty, and associations • Understand con sumer sentiment and preference toward your company, brand, and competitors • Unlock deeper insights, strengths , and risks into your brand’s overall health • Improve efficiency of mark eting and media spending • Gain clarity about what your customers need to drive innovation • Identify opportunities to build emotional connections with your customers What are the types of market research? There are numerous types of market research, including but not limited to: Qualitative research • Focus gro ups bring together a small group of people to answer open-ended, discovery-oriented questions in a moderated setting • Ethnography research is the study through direct observation of people in their natural environment, for example, their home • Digital diar y is an “in the moment” user experience research where people use their mobile devices to self-report their in-the-moment activities, thoughts, and feelings around the research topic • In-depth interviews occur with an individual or circle of friends to deeply explore their points of view, experiences, feelings, and perspectives in person, by phone, or virtually • Shop-alongs is one-on-one observational research where a moderator interviews a person during a consumer shopping trip • Concept labs is an iterative process that exposes consumers to a written concept, and gathers feedback on key messages, perceptions, likes, and dislikes so the client team and moderator can make revisions to the concepts in between sets of groups, then repeat the research with a new group of respondents with final concepts. • In-home usage tests evaluate the use and performance of a product in a setting more consistent with how the product might normally be used by consumers Quantit ative research • Online and mobile surveys are a set of carefully designed questions to gather feedback from hundreds to thousands of people. Online surveys can be used to measure and gather feedback on: o New product or service ideas o Advertising images and videos o Product claims o Pricing o Brand equity o Brand impressions o Shelf placement o Product packaging o Drivers of purchase o Consumer segmentation o Jobs to be done o Voice of the customer o Concept tests, which evaluate an idea and measure the appeal, acceptance, and willingness to buy with a brand’s target audience prior to launch Mixed methods research combines both qualitative and quantitative research methods to gain deep insights through empathy-rich conversations, then validate findings at scale. What is brand qualitative research? By carefully studying how consumers feel about a brand, qualitative research provides context on what motivates such feelings and their associations with it. Questioning can further elicit behaviors, brand perception, opinions, and attitudes because qualitative research is frequently a process of engaging in small group, or one-on-one conversations. In qualitative market research, customer motivation is identified by combining careful observation, curious listening, and empathy face-to-face in person or virtually. ​ Respondents leave clues, and a good brand research moderator can detect the unspoken. At Driven to Succeed, we have a head for investigation and logic, and a heart for empathy and insight. One of our superpowers is having an “AHA detector.” We lead the conversation using a client-approved discussion guide and have a knack for probing deeper to understand what’s not being said. Often, that’s where the richest, most inspiring insights reside to drive growth and innovation for your brand. What makes a good marketing insight? Marketi ng insights give companies a deeper understanding of consumers, customers, competitors, and their respective industries. Unlike data or information, a good marketing insight is relevant, leads to specific actions, and is previously unrealized, leading to “AHA moments” to impact and benefit the business strategy. It combines life and work experiences with data that has been systematically collected and analyzed. Marketing insights are important because they: • Help companies better understand what their customers want • Provide improved and more personalized customer experiences • Allow companies to outsmart their competition instead of outspending them • Maximize return on investment (ROI) by helping companies make decisions that will reduce costs and boost results What are key marketing insights? Marketing insights can be attained through marketing analytic tools and useful reports. Some examples of key marketing insights are by observing: • How customers respond to your company’s marketing messages and content • Which paths customers take in their decision-making • Logical and emotional factors that influence consumer decision-making and brand perception • Where customers come from • What influences customers to buy or reject a brand • Why customers leave for competitors

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Our Team Meet Kristin Harper FOUNDER & CEO A classically trained brand manager with deep P&L, innovation and brand marketing experience across three global companies, Kristin went from college intern to global Vice President of a Fortune 500 company in her 30s. ​ She's walked a mile in your shoes. That's why she enjoys leading an agile, dynamic team to serve clients and brands to uncover insights and grow their business sales, profit and market share. LET'S CONNECT OUR TEAM Some of In the past 5 years, we’ve grown from a solopreneur to a team of 25+ that now offers research and consulting globally ​ LEARN MORE Let's Connect HOW CAN WE HELP?

When you decide to work with Driven to Succeed , you become the only client in our world. We immerse ourselves in your product, your business, and your goals. Why? Because we’re outcomes obsessed and want your business to thrive and for you to shine. Powered by a diverse team with multiple zones of genius who connect the dots to unleash growth for Fortune 500 companies and mid-market brands through insightful market research, inclusive recruiting, and actionable recommendations . Download Capabilities Overview As classically trained marketers who have walked a mile in your shoes as former market research clients, we quickly uncover insights through empathy-rich conversations, then Translate Insights into ‘So What’ and ‘Now What’™. The result? We save you time, money, and make a faster impact. Plus, we're proud to be a WBENC-certified and NMSDC-certified business, helping you to achieve your supplier diversity spending goals. About Our Founder For as far back as I can remember, our Founder and CEO, Kristin Harper, had two areas of passion: 1) growing businesses and brands, and 2) developing people. “​After a lucrative 20-year Corporate career successfully leading some of the world’s most iconic global brands, I felt restless. I knew that I could use my gifts and experiences to make a bigger impact on businesses, brands and people. With the support of my husband, family, and an unwavering faith, I took the leap into full time entrepreneurship in November 2019 and haven't looked back,” says Kristin. “My original plan was to do keynote speaking and training based on my book, The Heart of a Leader: 52 Emotional Intelligence Insights to Advance Your Career . But it was 2020, and God had other plans. So, I went back to the drawing board and explored how to use my gifts to help businesses grow. At the beginning of COVID-19, a call with a former vendor, turned friend and mentor, changed everything. Semi-retired at the time, Kaylie Dugan was CEO of Imaginologie for 20 years, a market research firm specializing in ethnography research for Fortune 500 companies and agencies. In fact, we met in 2007 when I was a young Brand Manager at Procter & Gamble. I loved her work so much that I hired her when I went to Hershey’s and Cardinal Health. Kaylie said, “I’ve never said this to anyone, but you could do what I did,” and the rest is history. She’s now VP of Imaginologie, a division of Driven to Succeed, and together with our agile, dynamic team, we combine head and heart to Bring Insights to Life™ . Kristin Harper & The Expert Collective , the learning and development division, provides access to a variety of diverse business owners and experts in leadership, employee wellness and engagement, Human Resources, and Diversity, Equity, Inclusion & Belonging under one diverse supplier MSA. Services include keynotes, training, executive advisory and consultancy, and voice of the employee surveys. Download Capabilities Overview KRISTIN HARPER An award-winning businesswoman, Founder & CEO Kristin Harper has over 30 years of brand and business experience, from grassroots startups to global iconic brands. She built deep General Management, Brand Management and Marketing experience over 20 years at Procter & Gamble, The Hershey Company, and Cardinal Health. She rose through the ranks from college intern to Global Vice President of a Fortune 15 company in her 30s and has led global brands including but not limited to Crest®, Oral-B®, and Hershey’s KISSES®. She is known for building successful brands while helping people accelerate their careers. Now she and her team help brands grow using a mind for investigation and logic, and a heart for empathy and insight. She is deeply committed to giving back to her community as an active lifetime member of Delta Sigma Theta, minister at her church, and Co-Founder/Board President of Pacesetters Unlimited, Inc., which provides mentoring and scholarships to African American youth. Kristin received her bachelor’s and MBA degrees from Florida A&M University (FAMU), and executive education from Harvard University. She understands what it means to lead as a woman. During college, she was elected the first female Student Government President in nearly a decade, and now serves as Chair of the FAMU Board of Trustees. Kristin is a wife and mother to three, and author of The Heart of a Leader: 52 Emotional Intelligence Insights to Advance Your Career. She is the recipient of the YWCA Women of Excellence award, Top 50 Global Marketer award and was named a Columbus CEO Magazine “Future 50” leader. Kristin Harper KAYLIE DUGAN Kaylie feels blessed to have a wonderful career as Market Researcher and the Brainstorming Queen, and now the VP of Imaginologie at Driven to Succeed, LLC. Here's her story. ​ After 10 years of getting really good as a quantitative research supplier to Fortune 500 companies, she started looking for something more stimulating. Kaylie switched to qualitative, but focus groups seemed underwhelming. Then she discovered ethnographies, and loved it from the start. Over time, she developed lots of new ways to get inside consumers' heads and hearts. ​ ​ Soon clients asked if she could help them be more creative. Before she knew it, Kaylie was leading brainstorming sessions and reinvented the whole ideation process to birth The Better Ideaz System. Turns out she has a natural flair for designing creativity tools that help people come up with brilliant ideas. ​ ​ Kaylie lives on the Central Coast of California, a place often referred to as Paradise. She loves singing as a rockin’ girl tenor in a community choir. She's also an avid fan of the Golden State Warriors and can be found at flea markets looking for hidden treasures. ​ ​ "My life is oh so very good!" Kaylie Dugan Sarah Irizarry SARAH IRIZARRY Sarah Irizarry, Senior Consultant , is a global brand leader who uniquely connects her strong financial foundation with consumer and market expertise to build brands, grow P&Ls, and drive market share for private and publicly held companies. She is best known for B2C and B2B brand growth where her 27 years of experience set her apart as a data driven marketing expert who consistently uncovers groundbreaking consumer & business insights. Her impact spans architecting growth for billion-dollar brands including Crest, Oral B, & Olay at Procter & Gamble, Similac & PediaSure at Abbott Nutrition, as well as several DTC high growth brands. She also led the Oral B and Olay brand teams globally in North America, Western Europe and Asia. As a former CPA and Ernst & Young Alumni, she has the ability to bridge growth, brand, finance, compliance, and market timing needs. Sarah's experience also includes Direct-to-Consumer E-Commerce, where she expanded the Harris Teas and Pure Steeps Branded Portfolios beyond private labeling for Target, Kroger, Safeway, and Walmart to name a few, into a direct consumer brand business. As Head of Marketing for SafeWhiteTM, she launched a technology platform into the commercial brand, HaloSmileTM, from the ground up. ​ As a Senior Consultant with Driven to Succeed, Sarah joins a roster of seasoned experts who facilitate market research, brainstorming, and brand strategy consulting to grow sales, profit, and market share for branded products and services. MONEE WILLIAMS Monée has extensive experience in implementing process improvement methodologies and eCommerce strategies in marketing, site merchandising, finance, and sales making her our ideal Chief Operating Officer . For more than 20 years, she has used her knowledge and leadership skills to drive online awareness and action for billion-dollar companies, such as Amazon, The Home Depot, and Target. Monée is passionate about helping businesses find viable customer solutions strategies. She also enjoys building collaborative relationships with cross-functional leadership to achieve business goals. Through her business, Time Managed, LLC , Monee helps clients with everything from personal assistance to small business consulting to travel planning. Monee Williams Greg Sherwood Cohelan GREG COHELAN Greg, our resident Videographer , has helped developed innovative marketing programs for firms as diverse as P&G, Toyota, Clorox and PBS. His work on historical documentaries for KQED has earned him an Emmy, and he is well known in Northe rn California as “Mr. KQED”, the station’s TV and FM pledge anchor. ​ Greg ran a successful regional ad agency for a decade before moving into a management role at KQED Inc, as the Director of Communications. After working at KQED for four years he took on the presidency of Lieberman Productions. Lieberman Productions is the most successful creator of long form DRTV in the US. While at Lieberman Greg had a hand in developing some of the most successful direct response programs in history. Greg later went on to manage and build Zoomedia, a multi-media design firm focused on the life sciences. He was also the co-founder and partner in the consumer research and ideation firm, Imaginologie. In this role he traveled the country helping corporations better understand what motivates customers to buy products and services, and build and change brand loyalties. He works with clients to produce video ethnographies that capture essential insights of their customers. Leah Lewis MICHELLE YADDAW Michelle’s passion is communicating. For her entire career, she has looked for ways to get messages across, capture the att ention of her audience, connect with readers, and speak in a way that entices others to listen. ​ Starting out as a young journalist in the U.S. Army, Michelle found a knack for writing (and a love for camouflage) . She took that knack to the civilian world as she worked her way from communications specialist to vice president of marketing in the financial industry. After a short, but exciting, stint as a writer for the Florida State University public relations office, Michelle took a different path as she ventured out to start her own business as a communications consultant. Years later, she found her way to Driven to Succeed, LLC, where she aims to help the team as its Client Success and Marketing Manager . Michelle Yaddaw LEAH LEWIS As our Business Development Spec ialist , people and projects are Leah's passion. Her blend of leadership development, project management, and retail operations helps Leah to quickly build rapport while accomplishing the goal. ​ She's a South Florida native who loves the freedom of working in a variety of industries -- from public relations to tech startups to event planning. ​ Within Driven to Succeed, Leah forges relationships with new clients and helps to create a seamless client experience from beginning to end. JANINE UNDERHILL For over 22 years Janine has helped make the invisible visible for Fortune 100 clients and nonprofit firms that need a repeatable blueprint to reach important meeting outcomes, that need to get diverse minds on board to accomplish complex team efforts, and that need to arrive at solidified leadership decisions based on quality discoveries. Janine applies neuroscience, learning theory, graphic facilitation, and storytelling to tap into brain power and inspire change by giving participants the tools to tell the stories that matter long after they leave the engagement.. Janine is a Visual Futurist. She enables discovery- you won’t just see where you are today, you’ll see the future. Janine Underhill

Media Coverage 10 habits that define mentally resilient people Are you more emotionally resilient than the average person? How Brands Can Nurture and Develop Emotional Intelligence (and Why It Matters) 3 Powerful Marketing Leadership Strategies Seasoned marketing executives' advice Faith, Resilience and Success Radio interview What Black Professionals and White Professionals Really Think About Race in the Workplace 10 Steps for Building Resilience to Move from Trauma to Triumph Just Call Him D-Nice How Black and White Professionals Reckon with Racism in the Workplace 10 habits that define mentally resilient people Podcast about emotional resiliency and leadership Here & Now: Race in the Workplace Black Professionals Want Advocates, Not Allies. It's on You to Learn the Difference How to Position Your Brand for Optimal Success Playbook for a New Leader’s First 90 Days on the Job The Different Experiences of Black and White Professionals Kristen Harper has the Heart of a Leader and So Should You! Black professionals want you to be an active advocate at work, not a passive ally FAMU grad, and BOT member, publishes new book on leadership Leadership is not for everyone. Is it for you? Leaders, It’s Time to Unlearn the Skills That Made You Successful FAMU Trustee publishes career advice book 10 Steps For Building The Resilience To Move From Trauma To Triumph 10 hábitos de pessoas que têm resiliência emocional Do You Have the Heart of a Leader? How Influential Leaders Use Emotional Intelligence to Increase Engagement and Productivity The Heart of a Leader: Fifty-Two Emotional Intelligence Insights to Advance Your Career Speaker, Author, Consultant Kristin Harper 5 Emotional Intelligence Insights to Help You Advance Your Remote Career FAMU Trustee Kristin Harper Publishes Book Offering Career Advancement Advice New Book Offers an Intersection Between Emotional Intelligence and Strong Leadership 10 Steps for Building the Resilience to Move from Trauma to Triumph FAMU Trustee Kristin Harper publishes book of career advice The Heart of a Leader Interview With Businesswoman & “The Heart of a Leader” Author Kristin Harper

Meet Kristin Harper Kristin Harper is the founder and CEO of Driven to Succeed LLC, an award-winning global market research and consulting firm that connects the dots to unleash growth so people, teams, and businesses thrive. ​ Proudly certified as a women and minority-owned business enterprise, Driven to Succeed was named 2022 Ohio Minority Supplier Development Council Supplier of the Year and Women’s Business Enterprise Council Ohio River Valley Rising Star, among other awards and recognition. Kristin has grown Driven to Succeed from a solopreneur in 2018, to a global team with two divisions. ​ Imaginologie ™ , the market research division, Translates Insights into ‘So What’ and ‘Now What’™ so clients can make faster decisions, maximize ROI, and inspire more customers to buy. Services include market research and marketing consulting for mid-market and Fortune 500 companies. Kristin Harper & The Expert Collective , the learning and development division, provides access to a dynamic group of mission-aligned business owners and experts who provide keynotes, training, and executive consultancy on leadership, emotional intelligence, employee engagement, and diversity, equity, & inclusion. ​ An award-winning businesswoman, Kristin went from college intern to a Global Vice President of a Fortune 15 company in her 30s. Throughout her corporate career at Procter & Gamble, The Hershey Company, and Cardinal Health, she led global iconic B2C and B2B brands including Crest®, Oral-B®, and Hershey’s KISSES®. Kristin has been featured in CNBC, Business Insider, Entrepreneur magazine, and more. She is the recipient of numerous awards including YWCA Women of Excellence, ONCon Top 50 Global Marketer, Columbus CEO Magazine “Future 50” leader, Smart 50 Columbus, and more. Kristin serves as Chair of the Florida A&M University Board of Trustees and was named Private Directors Association Directors to Watch . She is the author of The Heart of a Leader: 52 Emotional Intelligence Insights to Advance Your Career. She is deeply committed to giving back to her community as an active lifetime member of Delta Sigma Theta public service sorority, minister at her church, and Co-Founder/Board President of Pacesetters Unlimited, Inc. , a 501(c)3 non-profit that provides mentoring and scholarships to African American youth. Sh e understands what it means to lead as a wo man. During college, she was elected the first female Student Government President in nearly a decade and serves as an appointed member and elected Chair of the FAMU Board of Trustees. Kristin received her bachelor’s and MBA degrees from Florida A&M University (FAMU), and executive education from Harvard University. She and her husband, also a FAMU graduate, are the proud parents of three children. In 2015, they accomplished a bucket-list goal by establishing a $25,000 endowed scholarship for FAMU business students. Kristin also co-chaired one of the largest grassroots scholarship fundraising campaigns in FAMU’s history, which ushered in a new era of affinity giving.

Case Studies ORAL CARE Repositioning a product to increase appeal with younger consumers. PERSONAL CARE Innovating to drive growth in a stagnant category HOME CARE Overcoming barriers to trial for an iconic brand line extension PET NUTRITION Laddering advertising from functional to emotional benefits Inspiring new product innovation from an unrelated category HEALTH AND BEAUTY PROCTER & GAMBLE OTC MEDICINE Qualifying product in test market and exceeding national launch targets Case Study Leveraging an iconic brand to drive incremental revenue during new occasions HERSHEY’S KISSES Case Study Led market research, concept development, and consumer testing to activate new marketing campaign FINANCIAL SERVICES Case Study

SALES & MARKETING MESSAGe consulting Every day your brand is competing for customers' attention. 4,000 - 10,000 That's the average number of ads the average person sees in a single day. Source: https://webtribunal.net/blog/how-many-ads-do-we-see-a-day/#gref ​ With advertising, you can't afford to miss the mark... trying anything and everything to see what sticks. Do you wish you knew the right marketing message to communicate, at the right time, to the right customer? helps your company grow market share faster with nuanced messaging for each customer segment BOOK A DEMO What We Do Write and test sales & marketing soundbites, including one-off customer feedback, with hundreds of vetted people from your target audience.​ What You Get The right messaging, by customer segment, at each stage of their buying journey. Plus, we can design new branded sales & marketing materials, or write a creative brief for your agency or communications department. Who Does It Powered by copywriters who have designed award-winning advertising campaigns, and statistical analysis for more confident decision making. Driven to Succeed is an award-winning global market research firm that helps mid-market companies & Fortune 500 brands uncover insights to innovate and grow. We combine the rigor of Fortune 500 branding in Consumer Packaged Goods, Healthcare, and Food & Beverage, with the speed & agility high growth brands need. SCHEDULE MEETING More Services

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Changes to this Privacy Policy We may update Our Privacy Policy from time to time. We will notify You of any changes by posting the new Privacy Policy on this page. We will let You know via email and/or a prominent notice on Our Service, prior to the change becoming effective and update the "Last updated" date at the top of this Privacy Policy. You are advised to review this Privacy Policy periodically for any changes. Changes to this Privacy Policy are effective when they are posted on this page. Contact Us If you have any questions about this Privacy Policy, You can contact us by email: info@driventosucceedllc.com . ​ ​ ​

Global Qualitative Market Research We lead empathy-rich conversations then Translate ‘So What’ into ‘Now What’™, deliver a visually engaging graphic report and 10-15 minute video highlight reel Qualitative Research Qualitative Research THE CHALLENGE : Most consultants deliver long, unengaging PowerPoint decks and Word documents that are rarely viewed after the presentation. Plus, many haven't managed P&Ls and may not fully understand the opportunities and implications of research. ​ ​ This wastes the company’s money, the team's time, and often customers never benefit from the innovation that could have resulted from the research. OUR SOLUTION : We offer a variety of qualitative research approaches: focus groups ethnography in depth interviews shop-alongs Concept LABS We immerse ourselves into the culture and environment of the respondents. We've converted over 20 years of marketing, brand management, and in-home ethnography expertise to create EthnoGraphics™, a unique combination of qualitative research and visual stimuli from respondents. ​ Through virtual or in-person research with highly qualified respondents, we discover meaningful insights. ​ Then, we leverage first-hand insights, marketing and P&L experience to Translate Insights into ‘So What’ and ‘Now What’™ and present deliverables that engage employees as much as our research engages consumers. This includes: ​ A visually engaging 6 to 8-page graphic report A 10 to 15-minute video highlight reel of the best consumers or respondents A ready-to-share executive summary with recommendations to drive faster actions and outcomes ​ Plus, clients are always welcome to observe both virtual and in-person research SAMPLE MARKET RESEARCH DELIVERABLES These executive summaries capture key research findings and are followed by a more detailed report. The examples are from 10+ years ago to preserve confidentiality. Here's a sample page with more details from a market research report Global Capabilities We have access to a database of over 60 Million respondents , and can provide both qual and quant research in 50 countries across six continents SCHEDULE A CALL Deliverables More Services

Quantitative Market Research We gather data and validate hypotheses at scale Concepts for new or repositioned products & services Product and service claims Pricing studies Advertising images and videos Brand equity, impressions, and awareness Product packaging and shelf placement Logo, package, and naming Real time user experience Drivers of purchase Consumer segmentation Voice of the customer Applied research and evaluation We have access to a database of over 60 Million respondents , and can conduct research in 50 countries across six continents SCHEDULE A CALL More Services

Brainstorming reimagined Our magical combination of structured spontaneity + proprietary Tools + real-time graphic recording helps your team generate extraordinary ideas Better Ideaz™ Brainstorming THE CHALLENGE : Businesses crave three things: order, control and predictability. ​ However, what new ideas need to flourish is chaos, messiness, and uncertainty. ​ Brainstorming, as practiced by most groups, has three fatal flaws: 1. Not enough freedom when the ideation process is too controlled 2. Not enough brain stimuli so the ideas are too close in 3. Not enough diversity because of overreliance on team expertise OUR SOLUTION : Our proprietary Better Ideaz™ 4.5-hour virtual or in-person process provides the structure businesses thrive on with the spontaneity that produces extraordinary ideas . ​ The result is consistently better, faster, and more productive sessions that lead to stand-out products, services, and ideas, actionable strategies, and successful solutions . ​ Plus, it’s an opportunity for your team to bond in a fun, engaging environment . Example of graphic recording from a Better Ideaz™ session TESTIMONIALS "I always thought of myself as a logical scientist. After learning the Better Ideaz System, I'm a magician" -Jose, New Product Developer Health Care We spent four days doing an amazing process of Kaylie's and we came away with three products that went to shelf" -Brent, Brand Manager Body Wash "Kaylie's brainstorming is wonderful and we got an extra bonus: greater group cohesion" -Terry, VP of Innovation Beverages "We had so much fun ideating. Who knew my team was so good at it" -Marianne, VP of Marketing Healthy Snacks SCHEDULE A CALL More Services