FINAL REPORT – DECEMBER 2011

A NEW BASEBALL TEAM

Project TeamProject TeamMatt Afzali

Tanner BrandimarteChelsea Esposito

Anthony Iannitelli

Math 110Brought to life with Addressable Minds

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Topics

• 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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The following is an example of getting people to become fans of a new baseball team

• A baseball team is nothing without their fans

• There are many reasons why a person chooses which team to become a fan

• The baseball team’s marketing and advertising to ordinary people needs to know what is needed to increase it’s fan base for a new team

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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 was invented by a man who is honored by the scientific community, Dr. Howard Moskowitz.

• Dr. Howard Moskowitz 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.

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Dr. Howard Moskowitz.• 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 Award

• 2010 Walston Chubb Award for Innovation across all sciences, Sigma Xi, The Scientific Research Society, international Awarded for Mind Genomics:

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Addressable MindsAddressable 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

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The Survey begins with an orientation screen

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• An Addressable Minds Survey is a survey of key ideas for finding out the elements for a person to become a fan of a new baseball team

• 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 become a fan of a new baseball team in the MLB

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• 52 Individuals responded

• Assess two major aspects of messages– Does it convince a prospect to become a fan?– 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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Create Addressable Minds messaging for Fan base for a New Baseball Team

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DEVELOP SURVEY QUESTIONS

Potential fans

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

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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?

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RESULTS!

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Total Panel – Interested in a team that will win with affordable prices at the stadium

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

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Fanatics!

60%

Casual Fans

40%

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(Seg1) : Casual Fans

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(Seg2): Fanatics

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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

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DEVELOP SURVEY QUESTIONS

Potential fans

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 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

SEGMENTATION WIZARD

10 – 15 minutes

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

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The Baseball fan 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_Baseball/index.htm

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The Baseball Fan Segmentation Wizard– Online example

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More Screen Shots of the Baseball Fan Segmentation Wizard

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More Screen Shots of the Baseball Fan Segmentation Wizard

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More Screen Shots of the Baseball Fan Segmentation Wizard

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Conclusions• Two Segments discovered by Addressable Minds point to the need for 2

individual messaging groups which are Fanatics and Casual fans.

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

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