Project TeamAmbersley, DillonMitchell, Robert

Rojas-Torres, BlasVazquez, Israel

Upward BoundFinal Report – December

2011Survey and Analysis for

Increasing Movie tickets sales

2

Topics

Identify a business issue to which surveying will get to the mind of the consumer

Addressable Minds… what is it, and how it works

Review the study process and the results and conclusions

3

Business IssuePeople are using different outlets to see

movies such as DVDs, Netflix, cable TV, downloads, home theaters…

How can we make/convince people to come to the movie theaters?

Our team of Upward Bound students wants to find out what to say & how to say it to potential movie goers.

4

About Addressable Minds

Addressable Minds is a scientific, actionable form of “predictive consumer intelligence” for business and social issues accurately defining consumer attitudes and preferences both stated and unstated.

It has been described by Malcolm Gladwell and others as discovering the “DNA of the Consumers Mind”.

This patented science created by Dr. Howard Moskowitz, author of “Selling Blue Elephants” (Wharton Press) and the Wharton Business School has achieved critical acclaim and financial success across: product design and development, consumer messaging, more effective consumer engagement physically and digitally.

Dr. Howard Moskowitz.Addressable Minds Inventor, honored by the scientific community,...

•Is the Chairman of iNovum, a graduate of Queens College and holds a Ph.D. in Experimental Psychology from Harvard

University.

•Won two of the most prestigious awards in marketresearch

•2005 Charles Coolidge Parlin Marketing Research AwardThe “Nobel Prize” of Market Research, received only

by the pioneers of market research. Recipients include Arthur Nielsen, George Gallup, Michael Porter, David Ogilvy and Philip Kotler.

•2010 Walston Chubb Award for Innovation across all sciences, Sigma Xi, The Scientific Research

Society, international Awarded for Mind Genomics: The science underlying the technology used in this Math 110 course.

5

Addressable Minds

Psychographic Segmentation - Social Class - Lifestyle Type - Personality Type

Behavioral Segmentation - Product Usage - Brand Loyalty - Attitudinal

Demographic Segmentation - Age - Gender - Income

Addressable Minds

Cuts across traditional segmentation & detects hidden preferences

Addressable Minds Approach

7

DEVELOP SURVEY QUESTIONS

Potential movie goers

ANALYZED SURVEY RESULTS → Addressable Minds

INTERNET

IdeaMap™SUY SURVEY

IDENTIFY TARGET MARKET

Total Sample

Seg 1 Self Driven Online

Banking Seekers

Seg 2 Technology/

High Security Seekers

Seg 3 Collaborative

Online Seekers

Seg 4 Personal Touch with Technology

Base Size: (267) (105) (50) (59) (53) Constant: 31 34 28 31 26

OC1 Connect online in 'real time' with a customer rep via instant messaging, voice over IP or video conferencing via your computer 0 2 2 5 -13

OC3 Faster loan application process…work in real time online with a loan officer 0 0 -8 12 -8

OC4 Our bank's customer service reps will help you browse and use our online banking services -1 0 -6 10 -10

OC2 Use our online tool to find and schedule at your convenience an online working session with an expert such as investment broker, insurance agent, and/or loan officer -3 1 -11 6 -12

ON3 We will answer all your requests in 'real time' by email, instant or text messaging 1 7 -11 3 -1

ON4 We offer 'On demand' status reports for services requests (e.g., loan application) delivered to you via e-mail, text or instant messaging

1 6 -4 -3 0ON2 No more paper mail... We will send you statements and images of

transactions securely by email -2 5 -17 -5 2ON1 We allow you to pay bills securely using your mobile devices (cell

phone, PDA, Blackberry, etc.) -4 2 -13 -9 -2

BR3 We offer a bank-issued smart card so we can recognize you entering the branch and process your needs faster 4 2 6 -3 13

BR4 Choose a secure eye or finger security scan to identify you immediately in-branch and at ATM 4 3 10 -1 3

BR2 We have the most secure biometric system that identifies you as you enter the branch so we can process your needs faster 2 -1 8 -5 6

BR1 We will recognize our customer's mobile phone signal when entering a branch so we can recommend appropriate bank products, promotions and special services -4 -3 -6 -11 2

Online Collaborative

Online Other

In-Branch Recognition

No more paper mail – we will send you copies of statements by secure e-mail

Securely manage your account by PDA, Internet of automated telephone

Our banks customer services reps will help browse & use our on-line services

Manage all your banking needs with a state of the art kiosk and be confident that live help is available if you need it

No more paper mail – we will send you copies of statements by secure e-mail

Securely manage your account by PDA, Internet of automated telephone

Our banks customer services reps will help browse & use our on-line services

Manage all your banking needs with a state of the art kiosk and be confident that live help is available if you need it

MARKET SEGMENTATION SEGMENTATION WIZARDMARKETING PHRASES

10 – 15 minutes

Addressable Minds’ underlying scienceuses standard Science and Mathematics

8

DEVELOP SURVEY QUESTIONS

ANALYZED SURVEY RESULTS → Addressable Minds

INTERNET

IdeaMap™SUY SURVEY

IDENTIFY TARGET MARKET

Conjoint analysisOrdinary Least Squares Regression

Discriminant Function Analysis

Experimental Design – Stimulus/Response

Potential movie goers

9

A Survey Was Performed by the Team in the area of chocolate

To serve as a learning vehicle for the application Addressable Minds to a practical business issue

Sufficient to show the power of the method

SURVEY OVERVIEW An Addressable Minds Survey is a survey of key

ideas for movie theaters

Survey conducted on November 23, 2011 :◦ Population Ages 18 and over of Males/Females across the

US

The team created key marketing and advertising messaging with the intent to entice people to go to movie theaters

10

SURVEY OVERVIEW52 Individuals responded

The main question asked in the survey: How likely are you to go to this movie theater

based on this information?Data reveals the mind-sets of respondents

across the United States, as well as ‘what works, what doesn’t’

11

12

The Survey begins with an orientation screen

13

Each respondent evaluates 48 unique combinations of elements

First on overall interest

14

What convinces?

What drives feelings?

RESULTS

15

Total Panel – likes bargains and quality movie experience

16

The Total Panel’s Interest is Different From That in Each of Two Identified Segments

16

Team identified two unique segments Different People – Different Approach

Messaging for one isn’t necessary going toappeal to the other…and could actually hurt

17

Comfort Seeker

23%

Penny Pincher 77%

18

Penny Pinchers (Seg1)

18

19

Respond well to messages that describe various discounts and bargains

• Every Friday from 5 p.m. to 1a.m. tickets are half price• Buy 2 tickets get 1 free• Every 5th time you go the movies is free

React negatively to messages regarding extra-features of movie theaters like games or food

• Catch a movie in a mall• A wide selection of fast foods to enjoy during a movie• Arcade room with the latest games

Penny Pinchers (Seg1)

20

Comfort Seeker (Seg2)

21

Respond well to messages that describe comfortable conditions of a theater

• Ideal heating system to keep you warm in the winter• Surround sound makes you feel like you are inside the

movie• Plenty of leg room for your comfort

React negatively to messages about healthy food and arcade games

• Arcade room with the latest games• Now serving healthy foods at our concession stands

Comfort Seeker (Seg2)

22

Conclusions/Recommendations

Movie theaters could increase their ticket sales if they change their advertising campaigns.

The new advertisement would include the top-rated messages identified in Movie theater survey.

Two segments discovered by Addressable Minds point to the need for 2 individual messaging groups. If the right messages are given to the right people sales of movie tickets would go up.