Project Team

Sima LichtscheinSusan RosengartenDonovan Stewart

Math 110Final Report – May 9, 2011

Survey and Analysis for Attracting Visitors to

Theme Park Vacations

2

Topics

A look into the minds of consumers to assess their vacation preferences

Addressable Minds… what is it, and how it works

Review the study process and the results and conclusions

3

Vacation Preferences: Theme Parks

Many people take vacations on a regular basis.

What are these people looking for in a theme park vacation stay? What most attracts them and draws them in?

Theme parks need to cater to the individual preferences of their target market.

How can they find out what people are looking for? That’s where Addressable Minds comes in!

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

Create Addressable Minds messaging for Disney Theme Parks

7

DEVELOP SURVEY QUESTIONS

PotentialVacationers

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 applicat ion) delivered to you via e-mail, text or instant messaging

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

transact ions 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 Collaborat ive

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 telep hone

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 telep hone

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

Potential Vacationers

ANALYZED SURVEY RESULTS → Addressable Minds

INTERNET IdeaMap™SUY SURVEY

IDENTIFY TARGET MARKET

Conjoint analysis Ordinary Least Squares Regression

Discriminant Function Analysis

Experimental Design – Stimulus/Response

9

A Survey Was Performed by the Team in the area of Theme Park Vacations

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

Survey sufficient to show the power of the method

10

SURVEY OVERVIEW(1 of 2)

An Addressable Minds Survey is a survey of key ideas for theme park vacations

Survey conducted on March, 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 the survey taker to partake in a theme park vacation

10

11

SURVEY OVERVIEW(2 of 2)

51 Individuals responded

Assess two major aspects of messages◦ Does it convince a prospect to go on a theme park vacation?◦ How does it make the prospect feel?

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 elementsFirst on overall interest

1414

Then selects a single emotion

15

What convinces?

What drives feelings?

RESULTS

16

Total Panel – Interested in attending animal, water and themed parks. Not concerned with seasonal, holiday events or events that

cater to a specific age group or area of interest . 1) How likely are you to go on this resort vacation based on this

information<-- Not likely at all           Very Likely- ->

1        2         3        4        5        6        7        8        9 Total Sample

Base Size 51Constant 23

Catch 6-foot waves at our water park's exclusive Surf Pool and Snorkel Shark Reef 13

Guests get the chance to meet princes, princesses, heroes and popular TV and movie characters 11

Privately guided forest expedition... close encounters with exotic wildlife species like Nile crocodiles and mammoth hippos 10

Shark Reef Water Park… snorkel with real sharks and schools of colorful fish 8Animal Safari themed park… home to more than 1,700 animals from 250 species, sprawling across 500 acres of lush landscape 6

Feel at home on the range... Take the reins for a Horseback Trail Ride through the natural wonders of our Wilderness Resort & Campground 0

Join Jedi Knights, Sith Lords and Star Wars celebrities at our Star Wars Weekend… showcasing Star Wars memorabilia and special shows -1

Arcades... include a wide variety of dance, battle aliens, play sports, shoot pinball and race car games -1

Very Merry Christmas Party… held each winter, features live entertainment, spectacular fireworks and a fun-filled holiday parade -3

Feel like a star or come face to face with one at our new American Idol Experience attraction -5

Halloween Party... guests of all ages can trick-or-treat all over our theme park dressed in their favorite Halloween costumes -5

17

1) How likely are you to go on this resort vacation based on this information

<-- Not likely at all           Very Likely- -> 1        2         3        4        5        6        7        8        9 Total

Sample

SEG 1 Water enthusiasts

SEG 2 Theme-park buffs

SEG 3 Fitness fanatics

Base Size 51 11 17 23Constant 23 21 17 29

Catch 6-foot waves at our water park's exclusive Surf Pool and Snorkel Shark Reef 13 28 8 9Guests get the chance to meet princes, princesses, heroes and popular TV and movie characters 11 19 19 0Privately guided forest expedition... close encounters with exotic wildlife species like Nile crocodiles and mammoth hippos 10 1 7 16Very Merry Christmas Party… held each winter, features live entertainment, spectacular fireworks and a fun-filled holiday parade -3 -12 7 -5Feel like a star or come face to face with one at our new American Idol Experience attraction -5 -15 -8 3Halloween Party... guests of all ages can trick-or-treat all over our theme park dressed in their favorite Halloween costumes -5 -17 12 -11

The Total Panel’s Interest is Different From That in Each of Three Identified Segments- Water Enthusiasts, Theme Park Buffs, Fitness Fanatics.

There are three unique segments Different Students – Different Approach

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

18

Water Enthusiasts

22%

Fitness Fanatics

45%Theme Park Buffs

33%

19

Water Enthusiasts (Seg1) – Interested in water-based attractions. Not concerned with themed-rides or new and interesting events .

1) How likely are you to go on this resort vacation based on this information

<-- Not likely at all           Very Likely- -> 1        2         3        4        5        6        7        8        9 Total

Sample

SEG 1 Water

enthusiasts

SEG 2 Theme-park buffs

SEG 3 Fitness fanatics

Base Size 51 11 17 23Constant 23 21 17 29

Catch 6-foot waves at our water park's exclusive Surf Pool and Snorkel Shark Reef 13 28 8 9Shark Reef Water Park… snorkel with real sharks and schools of colorful fish 8 21 0 7

Water parks… offer fast waterslides to a children's area with pint-sized raft rides. 6 17 -3 8Baby Care Centers... change and feed your baby are conveniently located throughout our park 1 -14 18 -5Feel like a star or come face to face with one at our new American Idol Experience attraction -5 -15 -8 3Halloween Party... guests of all ages can trick-or-treat all over our theme park dressed in their favorite Halloween costumes -5 -17 12 -11

20

Theme Park Buffs (Seg2) – Interested in going to themed parks and meeting TV and movie characters. Not concerned with water

activities or seasonal events. 1) How likely are you to go on this resort vacation based on this

information<-- Not likely at all           Very Likely- ->

1        2         3        4        5        6        7        8        9 Total Sample

SEG 1 Water enthusiasts

SEG 2 Theme-

park buffs

SEG 3 Fitness fanatics

Base Size 51 11 17 23Constant 23 21 17 29

Guests get the chance to meet princes, princesses, heroes and popular TV and movie characters 11 19 19 0Animal Safari themed park… home to more than 1,700 animals from 250 species, sprawling across 500 acres of lush landscape 6 4 17 -1Extraordinary theme parks… host parades, musical stage shows & spectacular nighttime fireworks 5 8 16 -4

Water parks… offer fast waterslides to a children's area with pint-sized raft rides. 6 17 -3 8

Winter special events ... interact with all-star athletes and broadcast personalities 1 9 -10 4Pools… range from quiet to themed abundantly located around the park -1 13 -10 0

21

Fitness Fanatics(Seg3) – Interested in outdoor, recreational activities where they get the chance to get their hearts pumping. Not concerned

with themed attractions or indoor entertainment.

1) How likely are you to go on this resort vacation based on this information<-- Not likely at all           Very Likely- ->

1        2         3        4        5        6        7        8        9

Sorted by Total Sample : Highlighted >+9 winners & <-9 losersTotal

Sample

SEG 1 Water enthusiasts

SEG 2 Theme-park buffs

SEG 3 Fitness fanatics

Base Size 51 11 17 23Constant 23 21 17 29

Privately guided forest expedition... close encounters with exotic wildlife species like Nile crocodiles and mammoth hippos 10 1 7 16Fitness centers...state-of-the-art equipment ensures the best fitness routine 3 -9 0 11Catch 6-foot waves at our water park's exclusive Surf Pool and Snorkel Shark Reef 13 28 8 9Halloween Party... guests of all ages can trick-or-treat all over our theme park dressed in their favorite Halloween costumes -5 -17 12 -11Arcades... include a wide variety of dance, battle aliens, play sports, shoot pinball and race car games -1 17 7 -16Fabulous water park... slides and rides for the whole family, including one of the world's tallest and fastest waterslides -5 14 13 -26

The “Segmentation Wizard” is a 30 second shortcut survey that is extracted from the 15 minute survey and identifies

the segment membership of that individual

22

DEVELOP SURVEY QUESTIONS

Potential Vacationers

ANALYZED SURVEY RESULTS → Addressable Minds

INTERNET IdeaMap™SUY SURVEY

IDENTIFY TARGET MARKET

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

Securely manage your account by PDA, Internet of automated telep hone

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 telep hone

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

SEGMENTATION WIZARD

10 – 15 minutes

Segmentation Wizard consists of 3 or 4 elements identified in the in-depth 10 – 15 minute survey

23

The Theme Park Vacation Segmentation Wizard– Online example

The Segmentation Wizard is a short survey with the questions derived from the full survey to identify segment membership

http://survey.ideamap.net/Q7T9A9/Q7T9A98218Front.asp?pid=???

http://www.mjiweb.com/mjitt/QC_Peer/index.htm

24

The Your Study Segmentation Wizard– Online example

INSERT SEVERAL PAGES OF SCREEN SHOTS

25

Conclusions

Three Segments discovered by Addressable Minds point to the need for 3 individual messaging groups

Positive Emotions can be uncovered and subsequently reinforced in the marketing elements

Conclusion => You can improve messaging...but you have to◦ Know the segmentation◦ Give the right message to the right segment