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Project Team
Shanice BaileySally Kim
Andrew Nadler
Math 110Final Report – December 2011
Survey and Analysis forMovie Theaters
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Business IssueAn increased number of people viewing movies
But….there are fewer consumers going to the movie theaters, they are instead using other outlets (ex: Rentals, Online)
How to help the movie theaters better advertise to attract customers to their business
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About Addressable MindsAddressable Minds is a scientific, actionable
form of “predictive consumer intelligence” for business and social issues.
This patented science created by Dr. Howard Moskowitz ,has achieved critical acclaim and financial success across:product design and development, consumer messaging,more effective consumer engagement
physically and digitally.
Survey Overview
51 Individuals respondedAssess two major aspects of messages
Does it convince a prospect to attend the movie theaters?
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’
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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 in Discounts and membership clubs but were not interested in
transportation or crowd control
There are three unique segments Different Customers – Different Approach
Messaging for one isn’t necessary going toappeal to the other…and could actually hurt 11
Value Seekers
47%
Movie Fanatics
20%
Laid Back Customers
33%
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The Total Panel’s Interest is Different From That in Each of Three Identified Segments of customers
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Value Seekers (Segment One)Highly Interested In…• Discoun
ts and Specials
• Low Priced snacks and other concession perks
Not so interested in…
• Location and other traveling concerns
• Crowd control and other safety services
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Laid Back Customers (Segment Two)
Highly Interested In…
Not so interested in…
• Friendly Workers
• Clean and comfortable environment
• Food selections and concessions stand
• Transport options to and from movie theater
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Movie Fanatics(Segment Three)
Highly Interested In…
Not so interested in…
• Discounts and memberships for avid movie goers
• Large variety of movies
• Location and convenience of theater• Extra features the theaters offers
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The Movie Theaters 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_Movie1/index.htm
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The Movie Theaters Segmentation Wizard– Online example
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ConclusionsThree 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 =>The results of our study could help movie theaters advertise and target different types of consumers, as well as potential audience as a whole. We recommend using top-rated messages for total panel to be included in general advertisement. When there’s an opportunity to define the type of potential movie-goer through segmentation wizard we suggest using top-rated messages from each of three identified segments
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Full House!Empty Seats