Project TeamJiwani, Shifa

Leakey, LaurenPreciado, Gabirela

Wong, Nicole

Math 110Final Report – December

2011Survey and Analysis for

Computers

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Discussion

Identify a business or social 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

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Business Issue

An increased number of people are looking into computer purchasing

But….there are fewer people interested in the standard computers offered

The computer company needs to to know oWhat perspective consumers are interested inoHow to increase sales

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About Addressable Minds Addressable Minds is a patented scientific process created by

Dr. Howard Moskowitz.

It helps define consumer attitudes and preferences.

Allows us to understand, enhance and utilize: product design and development, consumer messaging, more effective consumer engagement physically and digitally.

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

•Ph.D. in Experimental Psychology from Harvard University.

•2005 Charles Coolidge Parlin Marketing Research Award

•The “Nobel Prize” of Market Research.

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 Computers

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DEVELOP SURVEY QUESTIONS

Computers

ANALYZED SURVEY RESULTS → Addressable Minds

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 INTERNET IdeaMap™

INTERNET

IdeaMap™

Addressable Minds’ underlying scienceuses standard Science and Mathematics

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DEVELOP SURVEY QUESTIONS

Computers

ANALYZED SURVEY RESULTS → Addressable Minds

INTERNET IdeaMap™ SURVEY

IDENTIFY TARGET MARKET

Conjoint analysis Ordinary Least Squares Regression

Discriminant Function Analysis

Experimental Design – Stimulus/Response

SURVEY OVERVIEW

An Addressable Minds Survey is a survey of key ideas for advertising to consumers

Survey conducted on November 6, 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 buy computers

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SURVEY OVERVIEW

50 Individuals responded

Assess two major aspects of messages Does it convince a consumer to buy? How does it make the consumer feel?

Data reveals the mind-sets of respondents across the United States, as well as ‘what works, what doesn’t’

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The Survey begins with an orientation screen

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Each respondent evaluates 48 unique combinations of elementsFirst on overall interest:

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Then selects a single emotion

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What convinces?

What drives feelings?

RESULTS!

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Total Panel –Interested most in computers that offer the best internet connection and speed.

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The Total Panel’s Interest Differs From the Individual Segments

There are three unique segments Different Computer Users – Different Approach

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

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Internet Lovers

38%

Money Savers

34%Tech Savvy

28%

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Tech Savvy (Seg1) –Interested most in the features of the computer.

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Internet Lover(Seg2) – Most concerned with how fast and how often they can access the web

Tech Savvy (Seg2) – Interested most in the features of the computer.

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$ Saver (Seg3) –Interested in saving money.

The “Segmentation Wizard” is a shortcut survey that is extracted from the 15 minute survey and identifies the segment membership of that

individual

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DEVELOP SURVEY QUESTIONS

Computers

ANALYZED SURVEY RESULTS → Addressable Minds

INTERNET IdeaMap™ 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

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

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The Computer Segmentation Wizard– Online example

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

http://mjiweb.com/mjitt/QC_Fall2011_Comp/index.htm

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The Computer Segmentation Wizard

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• The prices are low but the quality is high!• If bought for business or education related purposes, receive $100 rebate!• With customizable features, you choose what you pay.• Due to our enhanced anti-virus protection our computers last longer than most, making them an investment.

• Why use buttons when you can use your voice? This laptop can hear you!• Be able to use your laptop out in the park or for a work day in the sun.• Solar seek cells make it easier to charge your laptop with solar power.• Built in projector for those family movie nights or important business presentations.

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Conclusions Addressable Minds has allowed us to point to the

need for 3 individual messaging groups

Now we know which key marketing messages will persuade the 3 main consumer segments to buy, buy, buy.

Conclusion => Now that you can improve messaging by: Knowing the segmentation Giving the right messages to the right segments

YOU CAN INCREASE YOUR COMPANY’S REVENUE EXPONENTIALLY