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

1. Mirror, Mirror on the Wall…New Digital Media
for ALL
Products & Services for Generations X &
Y
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Howard R. Moskowitz, Nadya Livshits, Linda Ettinger Lieberman, Moskowitz Jacobs, Inc.
Batool Batalvi, S B & B Marketing Research
Stephen D. Rappaport, Advertising Research Foundation

2. In the 21st
century…
companies will develop
New Digital Media products/services…
What should they be?
Find out with…. Empathy & Experiment ™

3. 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
o Why a study?
o How?
o So?
 Segmentation Wizard™ – here is a person..offer?

4. 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 ™

5. Do we even know our customer?
But first…

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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

7. 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?

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10. •Do an experiment
•Mix and match ideas
•Present to respondents
•Get interest
•Deconstruct…what floats up?
Let’s use a different
problem approach

11. Use Mind Genomics® IdeaMap ®.netUse Mind Genomics® IdeaMap ®.net
to create messaging for peopleto create messaging for people
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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 0
ON2 No more paper mail... We will send you statements and images of
transactions securely by email -2 5 -17 -5 2
ON1 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

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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.

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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.

14. 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

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

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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…..

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……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

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What is appealing?
How do you feel when you read the concept?

19. • 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
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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…..

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

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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

23. Segment 1: Focus on self-experience

24. Segment 2: The Knowledge-Segment 2: The Knowledge-
Learn New & Share MineLearn New & Share Mine
ViewpointViewpoint

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

26. Segment 4: The SocializeSegment 4: The Socialize
Me ViewpointMe Viewpoint

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Introducing Segmentation Wizard™
Online example
http://www.mjiweb.com/mjitt/Media/Media.htm

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37. On the spot… we know what to sayOn the spot… we know what to say
or avoid saying foror avoid saying for
Segment 1: Focus on Self-Segment 1: Focus on Self-
ExperienceExperience

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39. On the spot… we know what toOn the spot… we know what to
saysay
or avoid saying for Segment 2:or avoid saying for Segment 2:
Knowledge: Learn New & ShareKnowledge: Learn New & Share
MineMine

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

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43. On the spot… we know what toOn the spot… we know what to
saysay
or avoid sayingor avoid saying
Segment 4: Socialize MeSegment 4: Socialize Me

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

45. For further information on Empathy & Experiment™
Contact Moskowitz Jacobs Inc.
• call 914-421-7408 e-mail mjihrm@sprynet.com
•Visit our website www.mji-designlab.com

46. Thank you !