Math 110     Brought to life with Addressable MindsFINAL REPORT – DECEMBER 2011    A NEW BASEBALL TEAM             Project...
Topics• Identify a business or social issue to which  surveying will get to the mind of the consumer• Addressable Minds… w...
The following is an example of getting people to become  fans of a new baseball team• A baseball team is nothing without t...
About Addressable Minds• Addressable Minds is a scientific, actionable form of  “predictive consumer intelligence” for bus...
Dr. Howard Moskowitz.          s the Chairman of iNovum, a graduate of Queens College          and holds a Ph.D. in Experi...
Addressable MindsCuts across traditional segmentation & detects hidden preferences                                        ...
The Survey begins with an orientation screen                    © 2011                     7
• An Addressable Minds Survey is a survey of key ideas  for finding out the elements for a person to become a  fan of a ne...
• 52 Individuals responded• Assess two major aspects of messages   – Does it convince a prospect to become a fan?   – How ...
Create Addressable Minds messaging for Fan       base for a New Baseball Team                                             ...
Each respondent evaluates 48 unique combinations of elements                   First on overall interest                  ...
Then selects a single emotion             © 2011             12
RESULTS!  What convinces?What drives feelings?         © 2011         13
Total Panel – Interested in a team that will win with         affordable prices at the stadium                          © ...
Casual Fans                              Fanatics!     40%                                   60%        Messaging for one ...
(Seg1) : Casual Fans         © 2011                       16
(Seg2): Fanatics      © 2011                   17
The “Segmentation Wizard” is a 30 second shortcut survey that is extracted from the 15 minute survey and identifies the se...
The Baseball fan Segmentation Wizard –            Online exampleThe Segmentation Wizard is a short survey with the questio...
The Baseball Fan Segmentation Wizard–            Online example                 © 2011            20
More Screen Shots of the Baseball Fan       Segmentation Wizard                 © 2011             21
More Screen Shots of the Baseball Fan       Segmentation Wizard                 © 2011             22
More Screen Shots of the Baseball Fan       Segmentation Wizard                 © 2011             23
Conclusions•   Two Segments discovered by Addressable Minds point to the need for 2    individual messaging groups which a...
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Baseball Final Report.ppt

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  • Traditional Segmentation : - Identify segments in database by behaviors, psycho-demographics - Create marketing messages … deliver them…hope they buy - These segments may seem homogeneous -- but minds are not These segments have minds that are HETEROGENEOUS Response-Based, Addressable Mind Segmentation - Expose customers to message vignettes by Experimental Design - Identify profoundly different mind-sets that pervade the customer base - Type a customer into a mind-set using ‘scratch test’ + data mining - For a person …. RIGHT MESSAGE, RIGHT EXPERIENCE
  • Baseball Final Report.ppt

    1. 1. Math 110 Brought to life with Addressable MindsFINAL REPORT – DECEMBER 2011 A NEW BASEBALL TEAM Project Team Matt Afzali Tanner Brandimarte Chelsea Esposito Anthony Iannitelli
    2. 2. 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 © 2011 2
    3. 3. 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 © 2011 3
    4. 4. 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. © 2011 4
    5. 5. Dr. Howard Moskowitz. s the Chairman of iNovum, a graduate of Queens College and holds a Ph.D. in Experimental Psychology from Harvard University. on two of the most prestigious awards in market research 005 Charles Coolidge Parlin Marketing Research Award 010 Walston Chubb Award for Innovation across all sciences, Sigma Xi, The Scientific Research Society, international Awarded for Mind Genomics: © 2011 5
    6. 6. Addressable MindsCuts across traditional segmentation & detects hidden preferences Behavioral Segmentation - Product Usage - Brand Loyalty - Attitudinal Addressable Minds Psychographic Segmentation - Social Class - Lifestyle Type - Personality Type Demographic Segmentation - Age - Gender - Income © 2011 6
    7. 7. The Survey begins with an orientation screen © 2011 7
    8. 8. • 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 © 2011 8
    9. 9. • 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’ © 2011 9
    10. 10. Create Addressable Minds messaging for Fan base for a New Baseball Team IDENTIFY TARGET MARKET DEVELOP SURVEY QUESTIONS 10 – 15 minutes INTERNET SUY SURVEY IdeaMap™ Potential fans ANALYZED SURVEY RESULTS → Addressable Minds MARKET SEGMENTATION MARKETING PHRASES SEGMENTATION WIZARD Total Seg 1 Self Seg 2 Seg 3 Seg 4 Personal Sample Driven Online Technology/ Collaborative Touch with Banking High Security Online Seekers Technology Seekers Seekers Base Size: (267) (105) (50) (59) (53) Constant: 31 34 28 31 26 Online Collaborative 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 No more paper mail – we will send you copies of statements by secure e-mail OC4 Our banks 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 Securely manage your account by PDA, Internet of automated telephone Online Other 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., Our banks customer services reps will help browse & use our on-line services loan application) delivered to you via e-mail, text or instant 1 6 -4 -3 0 ON2 messaging No more paper mail... W e 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 Manage all your banking needs with a state of the art kiosk and be confident In-Branch Recognition that live help is available if you need it 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 customers mobile phone signal when entering a branch so we can recommend appropriate bank products, promotions and special services -4 -3 -6 -11 2 © 2011 10
    11. 11. Each respondent evaluates 48 unique combinations of elements First on overall interest © 2011 11
    12. 12. Then selects a single emotion © 2011 12
    13. 13. RESULTS! What convinces?What drives feelings? © 2011 13
    14. 14. Total Panel – Interested in a team that will win with affordable prices at the stadium © 2011 14 14
    15. 15. Casual Fans Fanatics! 40% 60% Messaging for one isn’t necessary going to appeal to the other…and could actually hurt © 2011 15 15
    16. 16. (Seg1) : Casual Fans © 2011 16
    17. 17. (Seg2): Fanatics © 2011 17
    18. 18. 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 IDENTIFY TARGET MARKET DEVELOP SURVEY QUESTIONS 10 – 15 minutes INTERNET SUY SURVEY IdeaMap™ Potential fans ANALYZED SURVEY RESULTS → Addressable Minds SEGMENTATION WIZARD Segmentation Wizard consists of 3 or 4 elements No more paper mail – we will send you copies of statements by secure e-mail identified in the in-depth 10 – 15 minute survey 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 © 2011 18
    19. 19. The Baseball fan Segmentation Wizard – Online exampleThe 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/inde © 2011 19
    20. 20. The Baseball Fan Segmentation Wizard– Online example © 2011 20
    21. 21. More Screen Shots of the Baseball Fan Segmentation Wizard © 2011 21
    22. 22. More Screen Shots of the Baseball Fan Segmentation Wizard © 2011 22
    23. 23. More Screen Shots of the Baseball Fan Segmentation Wizard © 2011 23
    24. 24. 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 ! © 2011 24
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