FINAL REPORT – DECEMBER 2011

MUSICAL PERFORMERS

Project TeamProject TeamRobert Albanese

Jennifer ChenDan Jang

Andriana Xenophontos

Math 110Brought to life with Addressable Minds

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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Business Issue

• There is an increased number in musical performers and collabs

• But….there are fewer people attending concerts

• The music industry and it’s advertising to new/prospective concert goers needs to know what to say & how to say it to increase ticket sales.

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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 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.

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• 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.

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

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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

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Create Addressable Minds messaging for selling tickets to a concert

DEVELOP SURVEY QUESTIONS

Potential concert goers

ANALYZED SURVEY RESULTS → Addressable Minds

INTERNET

IdeaMap™SUY SURVEY

IDENTIFY TARGET MARKET

MARKET SEGMENTATION SEGMENTATION WIZARDMARKETING PHRASES

10 – 15 minutes

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Addressable Minds’ underlying scienceuses standard Science and Mathematics

DEVELOP SURVEY QUESTIONS

Potential concert goers

ANALYZED SURVEY RESULTS → Addressable Minds

INTERNET

IdeaMap™SUY SURVEY

IDENTIFY TARGET MARKET

Conjoint analysisOrdinary Least Squares Regression

Discriminant Function Analysis

Experimental Design – Stimulus/Response

SURVEY

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A Survey Was Performed by the Team in the area of Musical Performers

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

• Sufficient to show the power of the method

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For the survey, our group decided to make each category a genre of music with the elements inspired by that genre.

This process made it easier to develop elements that would best tailor to different potential concert goers and music fans.

Creating Categories for the Survey

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Example of ElementsLive Soulful, Passionate Performance

Cool, calm, collected singers with passion for their music

Category One: Ballads

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Category Two: Dance/House Music

Example of ElementsMusic makes you want to get on your feet

Members are well-known DJs and know how to make a good beat 13© 2011

Category Three: Rap Music

Example of ElementsRags to riches background of members...making

them ideal role modelsThe group has the ability to free style...there is

never a dull moment14© 2011

Category Four: Rock Music

Example of ElementsMembers are multi-talented...from singing to

playing guitarThe group is known by a signature look and

trademark 15© 2011

Category Five: HipHop/Pop Music

Example of ElementsMusic is catchy...makes you want to listen to it over

and over againPerformers have the ability to not only sing but

dance 16© 2011

Category Six: Country Music

Example of ElementsThe lyrics have a persona vibe and are self composed

Performances provide a sense of belonging

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SURVEY OVERVIEW(1 of 2)

An Addressable Minds Survey is a survey of key ideas for concert ticket advertising to prospects

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 tickets to attend a concert.

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SURVEY OVERVIEW(2 of 2)

53 Individuals responded

Assess two major aspects of messages◦ Does it convince a prospect to buy?◦ 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?

RESULTSRESULTS

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Total Panel – Interested in performers’ backgrounds. Not concerned with genders of members.

Sorted byTotal

Sample

Base Size 53Constant 41

Rags to riches background of members...making them ideal role models14

Music is catchy...makes you want to listen to it over and over again 13Music that makes you want to get on your feet 8The group has the ability to free style...there is never a dull moment 7Music makes adrenaline rush 7The group knows how to produce beats with a good flow 7The lyrics have a persona vibe and are self composed 6

Members perform acoustically to focus on natural talents -2

Strong, powerful performances -3

The group is known by a signature look and trademark -3

Their appearance recreates thoughts of their genre -4

Have three to seven members to allow a vocal range -5

Music is performed in hot club-like venues -9

Consists of single gendered members to give off a more distinct style-12

1) How likely are you to go to this resort?<-- Not likely at all                       Very likely - ->

1        2         3        4        5        6        7        8        9Sorted by Total Sample : Highlighted >+9 winners & <-9 losers

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Sorted byTotal

Sample

Music Lovers

Performance and

Performers Seekers

Base Size 53 30 23Constant 41 45 34

Rags to riches background of members...making them ideal role models14 20 6

Music is catchy...makes you want to listen to it over and over again 13 2 27Music that makes you want to get on your feet 8 9 6The group has the ability to free style...there is never a dull moment 7 16 -5Music makes adrenaline rush 7 1 14The group knows how to produce beats with a good flow 7 18 -8The lyrics have a persona vibe and are self composed 6 11 -0Members are good lyricists 6 10 -0Cool, calm, collected singers with a passion for their music 6 14 -6Performers have the ability to not only sing but dance 5 -3 15A live soulful, passionate performance 5 1 9Members are multi-talented...from singing to playing guitar 4 -4 15Performers are able to hype the audience 2 -4 10Well choreographed performances 1 -6 10Attractive, clean cut and polished members 1 9 -11No distinct lead singer...all members are known 0 10 -11Performances provide a sense of belonging -0 7 -9Members are well-known DJs and know how to make a good beat -2 -12 12Have three to seven members to allow a vocal range -5 -0 -11Music is performed in hot club-like venues -9 -6 -13

Consists of single gendered members to give off a more distinct style-12 -7 -18

The Total Panel’s Interest is Different From That in Each of Two Identified Segments

1) How likely are you to go to this resort?<-- Not likely at all                       Very likely - ->

1        2         3        4        5        6        7        8        9Sorted by Total Sample : Highlighted >+9 winners & <-9 losers

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There are two unique segments Different Preferences – Different Approach

Music Lovers

57%

Appreciators of Talent and Performance

43%

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

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Music Lovers

Interests: Performers have a “rags to riches” background

Music is self composed and makes you want to get on your feet

Singers have passion for music and are good lyricists.

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Music Lovers (Seg1) – Interested in the components in the music. Not concerned with individual talents.

Sorted byTotal

Sample

Music Lovers

Appreciators of Talent and Performance

Base Size 53 30 23Constant 41 45 34

Rags to riches background of members...making them ideal role models14 20 6

The group knows how to produce beats with a good flow 7 18 -8The group has the ability to free style...there is never a dull moment 7 16 -5Cool, calm, collected singers with a passion for their music 6 14 -6The lyrics have a persona vibe and are self composed 6 11 -0Members are good lyricists 6 10 -0No distinct lead singer...all members are known 0 10 -11Attractive, clean cut and polished members 1 9 -11Music that makes you want to get on your feet 8 9 6

Performances are captivating...makes you feel as if performers are speaking to you4 8 -0

Performances provide a sense of belonging -0 7 -9The members have a down to Earth personality 2 4 -1

Consists of single gendered members to give off a more distinct style-12 -7 -18

Performers build a connection with fans -2 -9 8Members are well-known DJs and know how to make a good beat -2 -12 12

1) How likely are you to go to this resort?<-- Not likely at all                       Very likely - ->

1        2         3        4        5        6        7        8        9Sorted by Total Sample : Highlighted >+9 winners & <-9 losers

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Appreciators of Talent and Performances

Interests:Music is catchy and makes adrenaline rush

Performers are multi-talented and have ability to hype audience.

Performances are passionate and well choreographed.

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1) How likely are you to go to this resort?<-- Not likely at all                       Very likely - ->

1        2         3        4        5        6        7        8        9Sorted by Total Sample : Highlighted >+9 winners & <-9 losers

Sorted byTotal

Sample

Music Lovers

Appreciators of Talent and Performance

Base Size 53 30 23Constant 41 45 34

Music is catchy...makes you want to listen to it over and over again 13 2 27Members are multi-talented...from singing to playing guitar 4 -4 15Performers have the ability to not only sing but dance 5 -3 15

Music makes adrenaline rush7 1 14

Members are well-known DJs and know how to make a good beat -2 -12 12Well choreographed performances 1 -6 10Performers are able to hype the audience 2 -4 10A live soulful, passionate performance 5 1 9Performers build a connection with fans -2 -9 8The group knows how to produce beats with a good flow 7 18 -8Performances provide a sense of belonging -0 7 -9Attractive, clean cut and polished members 1 9 -11Have three to seven members to allow a vocal range -5 -0 -11No distinct lead singer...all members are known 0 10 -11Music is performed in hot club-like venues -9 -6 -13

Consists of single gendered members to give off a more distinct style-12 -7 -18

Appreciators of Talent and Performances(Seg2) Interested in talent of performers. Not concerned with musical components.

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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

DEVELOP SURVEY QUESTIONS

Potential concert goers

ANALYZED SURVEY RESULTS → Addressable Minds

INTERNET

IdeaMap™SUY SURVEY

IDENTIFY TARGET MARKET

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 Musical Performers 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_Musical/index.htm

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Conclusions

Addressable Minds discovered two segments that describe two different types of potential concert goers.

With this information, we can effectively increase ticket sales by catering to the different preferences that the potential concert goers have.

To have a full concert and maximize the ticket sales, we can tailor to the two segments and attempt not to turn either segment off.

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