Datassential


Datassential has built the world's most extensive database of profiled
foodservice operators, each verified through personal telephone contact.

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Datassential , a leading foodservice trend
research company, can deliver the answers when the need to know is right
now.com or call 877-88-MENUS.

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The iDEA System platform enables the user to
create a full range of tables and graphs, including interactive perceptual
maps.datassential.

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This robust database is growing at an average rate of 30
panelists per day.8 million operator interviews spanning both
commercial and non-commercial segments.

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Traditionally, restaurant chains have been a
mainstay for National Shopping Service, consistently providing one-third or
more of its domestic business.

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Since late 2005, National Shopping Service -- a 34-year mystery shopping
leader -- reports that the restaurant industry is again producing well over
30 percent of its total revenue so far in 2006, with a record number of
additional projects already in development.

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Using state-of-the-art
collection methods, Web-based technologies and proprietary processes,
National Shopping Service provides managers with the actionable information
necessary to understand and affect customer loyalty while improving overall
business performance.

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But winds began changing in mid-2004, and,
on a downward trend, restaurants provided only 28 percent of the company's
revenue for the year.
Do you need to know what restaurant
operators think of a new product concept and need to know within 48 hours
or less? You're in luck.
Datassential has successfully recruited more than 14,000 foodservice
operators for the industry's largest online panel known as OPERA, Online
Operator Research.

The survey results delivered within 48 hours can include topics such as:

-- Concept Testing
-- Ad Testing
-- Attitude, Awareness & Usage
-- Operator Opinion
-- Price Sensitivity
-- Recruitment for Product Testing

The data is made available via Datassential's web based interactive tool ,
the iDEA System.

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8 percent of
its total revenue, as restaurant chain operators began switching to
Interactive Voice Response (IVR) and other forms of customer satisfaction
surveys as an inexpensive alternative to mystery shopping programs. For more
information visit our website www.

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To date, Datassential has
conducted more than 2.

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"For an accurate, clear picture, you really need both quantitative ,
objective measurements and qualitative, subjective feedback," Yorba said.nationalshoppingservice .

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About National Shopping Service:

Founded in 1972, National Shopping Service offers businesses a unique
combination of mystery shopping resources and measurement solutions focused
on brand alignment and customer retention. Our custom research
capabilities include Attitude & Awareness studies to Menu & Flavor analysis
and utilize an array of quantitative and qualitative methodologies to
deliver high quality answers your business needs.

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However, in 2006, the tide is definitely turning again.





Improve Business PerformanceNational Shopping Service


"Unlike in 2004, when we saw chain store operators choosing one or the
other [IVR or mystery shopping] its refreshing to now see more and more
companies merging these two measurement tools and linking the results,"
said Tony Yorba, executive vice president of National Shopping Service. Datassential also has the largest
collection of menus in existence, encompassing over 3 million distinct
dishes -- all cataloged within a fully searchable database.

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The mystery shopping industry continues to see demands move increasingly
toward the development of enterprise -wide service initiatives and the
linking of performance data to employee training.

In addition , Datassential offers a comprehensive line of consumer,
operator, and executive-level research services .

Contains websites that present online commercially-oriented surveys in which web visitors participate .

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PRESS RELEASE Fast Results: Datassential's Online Restaurant Operator Panel Grows to Over 14 000 -- Delivering Survey Results in 48 Hours or Less

Restaurant operators from virtually all commercial and
non-commercial segments are pre-identified by segment, region, cuisine,
profile, size, and amenities.

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This trend continued into mid-2005 and left National Shopping Service
finishing the year with restaurants generating a record-low 23. More information can be found at:
http://www .

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Results of
this research are most valuable when used to examine gaps between promises
made through advertising and actual service delivery, compared to real
customer expectations, needs, and requirements .

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"For restaurants and convenience stores, when comparing 'actual' customer
wait time gained from mystery shopping results to 'perceived' wait time
obtained from IVR, analysis should focus on how customer perceptions vary,
compared to increases or decreases in actual wait time.com

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PRESS RELEASE Restaurants Order Up Mystery Shopping

Mystery shopping is useful in providing actionable results and monitoring
the impact of training and performance improvement initiatives. The data can also be analyzed for statistical analysis and price
sensitivity and frequency.

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