Stepwise Research Stepwise is a marketing research practice offering quantitative and qualitative research services, with specialized expertise in the financial services and publishing industries. Recent studies include: - A report based on six cross-Canada focus groups with financial advisors, identifying advisors’ top challenges and their perceptions of major bank and mutual fund brands. - Focus groups which identified the challenges facing college and university professors of business communication, as well as opportunities for a textbook publisher to generate loyalty by helping these professors deal with their challenges. ... More ________________________________________________ About Mark McCarvill Mark has seven years of marketing research experience, most of it focused within the financial services industry. Mark has an MA in political science from Carleton University, where he specialized in public opinion research. While at Carleton, Mark was awarded the Pollara Prize in Advanced Research for a paper on financial policy. He also is a past winner of the Joseph Doyle Award, given by the Marketing Research & Intelligence Association. Prior to launching Stepwise Research in 2005, Mark was director of marketing research at Advocis, Canada’s largest association for financial advisors. While at Advocis, he designed and conducted numerous studies involving financial advisors and gained a unique perspective on the challenges facing advisors. Prior to entering the marketing research field, Mark spent more than a decade working in the financial services policy field in Ottawa. He was director of government relations for Advocis from 1994 to 2000 and, during his time in Ottawa, Lobby Monitor newsletter named Advocis one of Ottawa’s “Top 10 Lobbying Organizations.” From 1988 to 1993, Mark was legislative assistant to the Official Opposition spokesperson for financial institutions. In this capacity he participated in the historic financial services legislation reform of 1992, as well as many other legislative changes that shape the financial services industry today. When Mark isn't doing marketing research, he is either making black-and-white landscape photographs in Algonquin Park or swing dancing at jazz clubs in Toronto. ________________________________________________ Recent studies, cont’d: - A look at how financial planning students make decisions about getting the Certified Financial Planner (CFP^TM) designation and selecting a CFP^TM course provider - A study on behalf of a major life insurance company on how to win back life insurance agents who no longer support the company - Usage and attitude research with users of a leading financial planning software program - An investigation into why financial advisors reduced their support for a major mutual fund company (and how to win back their support) - A quantitative study that identified opportunities for a bank marketing to university and college students - Qualitative research on the business law textbook market, providing insights on how textbooks are adopted – and rejected – at Canadian universities and colleges

Qualitative Research Depth interviews Focus groups Quantitative Research Questionnaire design Web surveys Data Analysis Cross-tabs Coding open-ends Data analysis and reporting Data weighting Regression analysis ________________________ Partial Client List CCH Canada Limited Credo Consulting Environics Research Group Garton & Associates Market Optics Scotiabank Thomson Nelson Canada Uthink / Student Awards.com ________________________ Contact Information Mark McCarvill E-mail: mccarvill (at) stepwise.ca Tel: 416-762-4581