presentation for 2012 nextmedia in toronto, canada

46
Mirror, Mirror on the Wall…New Digital Media for ALL Products & Services for Generations X & Y Template © Powered by www.RedOffice.com Howard R. Moskowitz, Nadya Livshits, Linda Ettinger Lieberman, Moskowitz Jacobs, Inc. Batool Batalvi, S B & B Marketing Research

Upload: linda-ettinger-lieberman

Post on 16-Jan-2015

88 views

Category:

Technology


1 download

DESCRIPTION

How to use Mind Genomics(R) IdeaMap(R).net to determine Generation X and Y's New Digital Media preferences.

TRANSCRIPT

Page 1: Presentation for 2012 nextMedia in Toronto, Canada

Mirror, Mirror on the Wall…New Digital Media for ALL Products & Services for Generations X & Y

Template © Powered by www.RedOffice.com

Howard R. Moskowitz, Nadya Livshits, Linda Ettinger Lieberman, Moskowitz Jacobs, Inc.

Batool Batalvi, S B & B Marketing Research

Stephen D. Rappaport, Advertising Research Foundation

Page 2: Presentation for 2012 nextMedia in Toronto, Canada

In the 21st century…companies will develop

New Digital Media products/services…What should they be?

Find out with…. Empathy & Experiment ™

Page 3: Presentation for 2012 nextMedia in Toronto, Canada

Topics of Discussion

Psychology of Empathy ..and Science of Experiment

Is it about the product – or is it about the subject?

Data...data… Mind Genomics® of the New Digital Media oWhy a study?oHow?o So?

Segmentation Wizard™ – here is a person..offer?

Page 4: Presentation for 2012 nextMedia in Toronto, Canada

Where do we begin?

•5 KEYS EMPATHY- look at ethnography/qualitative/ psychodynamics to decode ‘what works’

•It’s about who- the subject

•EXPERIMENT- gather ideas about the subject and run structured tests to discover messages about products/ services and create a typing tool

•Mix and match ideas, what floats to the top

Empathy & Experiment ™

Page 5: Presentation for 2012 nextMedia in Toronto, Canada

Do we even know our customer?

But first…

Page 6: Presentation for 2012 nextMedia in Toronto, Canada

6

What do Generations X and Y want and need?

• What New Digital Media services/products

do they want?

• How much they are willing to pay for them?

• Are there different consumer mind-sets?

Well, let’s find out!

IDENTIFY YOUR TARGET MARKET

Page 7: Presentation for 2012 nextMedia in Toronto, Canada

Gender: 49% Female/51% Male Age: 48% 18-29 years Nationality: American Family Status: 60% Single Annual Income: 28% < $30K 59% >$30Kbut < $100K 12% > $100K Education: 43% college 13% grad/professional Ethnicity: Caucasian/Black/ Asian/Latino Neighborhood: City/Suburban

You want a future..but..…You want a future..but..…

Just who exactly is YOUR Customer? Just who exactly is YOUR Customer?

Page 8: Presentation for 2012 nextMedia in Toronto, Canada

8

Page 9: Presentation for 2012 nextMedia in Toronto, Canada

9

Page 10: Presentation for 2012 nextMedia in Toronto, Canada

•Do an experiment

•Mix and match ideas

•Present to respondents

•Get interest

•Deconstruct…what floats up?

Let’s use a different problem approach

Page 11: Presentation for 2012 nextMedia in Toronto, Canada

Use Mind Genomics® IdeaMap ®.net Use Mind Genomics® IdeaMap ®.net to create messaging for people to create messaging for people

11

DEVELOP SURVEY STIMULI AND QUESTIONS

Users of New Digital

Media Devices and Services

ANALYZED SURVEY RESULTS→ Mind Genomics® IdeaMap ®.netMind Genomics® IdeaMap ®.net

INTERNET invitation

Mind Genomics ® ® IdeaMap.netnetSUY SURVEY

IDENTIFY YOUR 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

Page 12: Presentation for 2012 nextMedia in Toronto, Canada

12

WHAT DO WE ALREADY KNOW?

Regardless of the features/services companies provide:

• Consumers are shifting how they use traditional communication tools.

• Consumer device decisions become an actual/virtual reflection

• Consumer level of engagement changes daily

• Consumers’ physical face-to-face communications will decrease, perhaps marginalizing non-users, with a potential loss of social skills.

Page 13: Presentation for 2012 nextMedia in Toronto, Canada

13

WHAT DO WE ALREADY KNOW?

Regardless of the features/services companies provide:

• Consumers will increase the amount of time they spend re-making their image as reflected in social media

• Consumers forge new relationships,re-establish old ones and discover other people with common interests.

Page 14: Presentation for 2012 nextMedia in Toronto, Canada

WE PUT TOGETHER A SIMPLE SURVEY

• Set up a conjoint online study• Concept stimuli • 7 categories of features/services

• Survey invitations• Sent to a panel of 300 respondents• 18 years of age and older

• Survey • Run October 15, 2012• Web-based internet research engine Mind Genomics® IdeaMap®.net

• Consumers asked 2 rating questions:

1) How likely would you be to subscribe on a monthly basis to this menu of services from the NEW MEDIA CORPORATION?

1=Definitely not subscribe ... 9=Definitely subscribe

2) If NEW MEDIA could deliver this specific menu, what should it charge PER MONTH?

1=Free 2=$9.99 3= $39.99 4=$5.99 5=$1.99 6=$19.99 7=$3.99 14

Page 15: Presentation for 2012 nextMedia in Toronto, Canada

15

ORIENTATION SCREEN-ORIENTATION SCREEN-the first screen survey participants saw the first screen survey participants saw

Page 16: Presentation for 2012 nextMedia in Toronto, Canada

16

Each respondent saw and rated a total of 48 concept screensEach respondent saw and rated a total of 48 concept screens(unique combinations of elements), first on overall interest…..(unique combinations of elements), first on overall interest…..

Page 17: Presentation for 2012 nextMedia in Toronto, Canada

17

……then asked to put their own price on a monthlythen asked to put their own price on a monthly subscription for the servicesubscription for the service

Page 18: Presentation for 2012 nextMedia in Toronto, Canada

18

What is appealing?

How do you feel when you read the concept?

Page 19: Presentation for 2012 nextMedia in Toronto, Canada

• The data revealed four distinct respondent mind-sets

• “What to say”…. “What not to say”

• Will some messages make a respondent subscribe

to New Digital Media services?

Let’s see what we tested and what we found

19

Page 20: Presentation for 2012 nextMedia in Toronto, Canada

20

Each respondent saw and rated a total of 48 concept screensEach respondent saw and rated a total of 48 concept screens(unique combinations of elements), first on overall interest…..(unique combinations of elements), first on overall interest…..

Page 21: Presentation for 2012 nextMedia in Toronto, Canada

21

The constant is 7 – it is LOW. The elements don’t increase the propensity too much either…

Linda Ettinger Lieberman
Crop chart to cut amount of data shown. Stop before Power: I can create
Page 22: Presentation for 2012 nextMedia in Toronto, Canada

22

Segment 1: Focus on Self-Experience

Segment 2: Knowledge: Learn New & Share Mine

Segment 3: Externalize & Involve Me

Segment 4: Socialize Me

DIFFERENT CONSUMER MIND-SETS:WHAT THEY WANT AND DON’T WANT

Page 23: Presentation for 2012 nextMedia in Toronto, Canada

Segment 1: Focus on self-experience

Page 24: Presentation for 2012 nextMedia in Toronto, Canada

Segment 2: The Knowledge-Segment 2: The Knowledge-Learn New & Share Mine ViewpointLearn New & Share Mine Viewpoint

Page 25: Presentation for 2012 nextMedia in Toronto, Canada

Segment 3: The Externalize &Segment 3: The Externalize &Involve Me ViewpointInvolve Me Viewpoint

Page 26: Presentation for 2012 nextMedia in Toronto, Canada

Segment 4: The Socialize Segment 4: The Socialize Me ViewpointMe Viewpoint

Page 27: Presentation for 2012 nextMedia in Toronto, Canada

27

$$

Linda Ettinger Lieberman
Sort showing top 4 payment amounts for each of the four segments
Linda Ettinger Lieberman
Redo Q 2 showing top 4 for each of four segmentsCheck if HRM wants comparison to Q 1
Page 28: Presentation for 2012 nextMedia in Toronto, Canada

28

$$

Page 29: Presentation for 2012 nextMedia in Toronto, Canada

29

$$

Page 30: Presentation for 2012 nextMedia in Toronto, Canada

30

$$

Page 31: Presentation for 2012 nextMedia in Toronto, Canada

31

$$

Page 32: Presentation for 2012 nextMedia in Toronto, Canada

32

$$

Page 33: Presentation for 2012 nextMedia in Toronto, Canada

33

$$

Page 34: Presentation for 2012 nextMedia in Toronto, Canada

34

Introducing Segmentation Wizard™Online example

http://www.mjiweb.com/mjitt/Media/Media.htm

Page 35: Presentation for 2012 nextMedia in Toronto, Canada

35

Page 36: Presentation for 2012 nextMedia in Toronto, Canada

36

Page 37: Presentation for 2012 nextMedia in Toronto, Canada

On the spot… we know what to say On the spot… we know what to say or avoid saying for or avoid saying for Segment 1: Focus on Self-ExperienceSegment 1: Focus on Self-Experience

Page 38: Presentation for 2012 nextMedia in Toronto, Canada

38

Page 39: Presentation for 2012 nextMedia in Toronto, Canada

On the spot… we know what to say On the spot… we know what to say or avoid saying for Segment 2:or avoid saying for Segment 2: Knowledge: Learn New & Share MineKnowledge: Learn New & Share Mine

Page 40: Presentation for 2012 nextMedia in Toronto, Canada

40

Page 41: Presentation for 2012 nextMedia in Toronto, Canada

On the spot… we know what to say On the spot… we know what to say or avoid saying for Segment 3:or avoid saying for Segment 3:Externalize and Involve MeExternalize and Involve Me

Page 42: Presentation for 2012 nextMedia in Toronto, Canada

42

Page 43: Presentation for 2012 nextMedia in Toronto, Canada

On the spot… we know what to say On the spot… we know what to say or avoid sayingor avoid sayingSegment 4: Socialize MeSegment 4: Socialize Me

Page 44: Presentation for 2012 nextMedia in Toronto, Canada

NOW YOU KNOW HOW TO REACH GENERATION X & Y CONSUMERS…

Page 45: Presentation for 2012 nextMedia in Toronto, Canada

For further information on Empathy & Experiment™

Contact Moskowitz Jacobs Inc. • call 914-421-7408 e-mail [email protected]

•Visit our website www.mji-designlab.com

Page 46: Presentation for 2012 nextMedia in Toronto, Canada

Thank you !