GfK MRI’s Survey of the American Consumer™ is now available as a multidimensional BehaviorBase™ offering within the Geoscape Intelligence System. The renowned depth of GfK MRI data and insights is further enhanced by Geoscape’s Hispanicity™ segmentation platform to understand consumption and behavior patterns of US Hispanics by five levels of acculturation. ONE SOURCE, COMPLETE MARKET DATA The Survey of the American Consumer™ is the basis of all that GfK MRI does, and “One Source, Complete Market Data” is more than just a slogan. It represents GfK MRI’s commitment to produce the most reliable and comprehensive consumer marketing and media database available. One source… In each wave of the Survey of the American Consumer™ all information is collected from a single set of respondents, ensuring data integrity and reliability. Complete market data… The Survey provides a detailed view of the 226 million adult consumers in the U.S. – their media choices, demographics, lifestyles and attitudes, and usage of almost 6,000 products in 550 categories. That’s about as complete as any consumer research study can get. Importantly, “One Source, Complete Market Data” means that the Survey is a trustworthy source of consumer insights for any enterprise that focuses on the consumer market. Despite conventional wisdom, insight depends less on inspiration than it does on information– lots and lots of precise, reliable and actionable information. Insight depends on the kind of information that GfK MRI uniquely delivers.

“One Source, Complete Market Data” also explains how the Survey serves as a foundation for deeper research into issues the Survey does not necessarily explore in detail. Every research product listed in the menu on the left depends on the Survey for its reliability and usability. USING THE SURVEY – RESEARCH FOR THE ENTIRE MARKETING SPECTRUM The Survey of the American Consumer™ provides a clear, single-source view of the entire U.S. consumer market in high resolution. Consumer marketing and media decision makers can use the Survey database to perform a long list of analytical, planning and reporting functions. Pinpoint targets… identify trends… develop product lines… reposition brands… fine-tune media campaigns… study consumer motivations… evaluate the competition… gauge brand loyalties… analyze demand across segments… quantify niche target potential… explore new strategic directions. Print Media. Every major national consumer print vehicle – approximately 250 magazine and national newspaper titles - subscribes to the Survey. More than 100 unmeasured magazines prototype their audiences using the Survey's comprehensive database. Electronic and Digital Media. All the major broadcast and cable networks, the largest radio stations and networks and the most established Internet players rely on the Survey. Digital measurement services focus on counting audiences; the Survey excels in understanding them. Advertising Agencies. Over 450 agencies, including 90 of the top 100, subscribe to the Survey. Agencies regard GfK MRI as the research gold standard for the print industry and a source for insights that help them better respond to clients’ marketing objectives. National Marketers. More than 200 national marketers purchase access to the Survey database. the Survey can help identify, qualify and locate best prospects for specific products in specific markets and support development of insightful ways to reach them. SURVEY METHODOLOGY Methodology is key to high resolution research. The best way to gauge the reliability of research data is to look at how the data are collected. Results alone, no matter how reasonable they appear, can reveal little about how well they represent a population. There are only two sure methods for generating a complete view of a market. The first involves interviewing every single person in that market, a logistical impossibility when it includes over 226 million adults. The other way is to interview a representative sample, selected at random, of the entire population. Finding that representative sample is one of the great challenges in market research, and any shortcuts in the process will have a negative impact on data reliability. For example, a survey that relies exclusively on the Internet for recruiting and interviewing respondents can only represent the universe of Internet users. It can tell us nothing about the 15% of U.S. adults who have no Internet access, or the 26% who haven’t used the Internet in the past 30 days. Similarly, 22% of U.S. adults don’t have land lines, and cannot be reached by telephone survey recruiters. Who will represent them?

GFK MRI GfK MRI’s Survey of the American Consumer™ uses a methodology that gives every adult in the U.S. an equal chance at representation. Additionally, and unlike most current market research, data are collected in person, with in-home, face-to-face interviews. At each stage of the data collection process - from recruiting respondents and interviewing them, to working with them to understand and complete a comprehensive product and lifestyle questionnaire - GfK MRI relies on direct personal interaction to advance the reliability of the Survey's research results. What the Survey Measures – One source, multidimensional market data Below is a quick listing of what the Survey of the American Consumer™ measures. • Demographics, Lifestyles & Attitudes • Age, Sex, Occupation, Income • Home Ownership • Children in Household • Business Responsibilities • Personal & Business Travel • Public Activities • Leisure Activities • Consumer Attitudes • Political Outlook • 1,100+ Psychographic Questions • Product and Brand Usage • Usage Data for 6,000 Brands in 550 Categories • Groceries & Household items • Personal & Health Care Products • Tobacco, Candy, Snacks • Cars, Vans, Trucks & Motorcycles • Financial Products & Activities • Household Furnishings & Appliances • Apparel & Accessories • Consumer Electronics • Media Usage • Magazines • Television • Newspapers • National Newspapers • Radio • Internet • Yellow Pages • Mobile & Smart Phones • Outdoor • E-Readers