computers final report.ppt
TRANSCRIPT
FINAL REPORT – DECEMBER 2011
COMPUTERS
Project TeamProject TeamJiwani, Shifa
Leakey, LaurenPreciado, Gabirela
Wong, Nicole
Math 110Brought to life with Addressable Minds
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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.
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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
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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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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™
INTERNET
IdeaMap™
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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 analysisOrdinary Least Squares Regression
Discriminant Function Analysis
Experimental Design – Stimulus/Response
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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?
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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
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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.
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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 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
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
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