Computers 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


  • 1. Math 110 Brought to life with Addressable MindsFINAL REPORT – DECEMBER 2011 COMPUTERS Project Team Jiwani, Shifa Leakey, Lauren Preciado, Gabirela Wong, Nicole
  • 2. 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 © 2011 2
  • 3. 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 in oHow to increase sales © 2011 3
  • 4. 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. © 2011 4
  • 5. Dr. Howard Moskowitz.Addressable Minds Inventor, honored by the scientific community... h.D. in Experimental Psychology from Harvard University. 005 Charles Coolidge Parlin Marketing Research Award he “Nobel Prize” of Market Research © 2011
  • 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. Create Addressable Minds messaging for Computers IDENTIFY TARGET MARKET DEVELOP SURVEY QUESTIONS INTERNET 10 – 15 minutes INTERNET SURVEY IdeaMap™ Computers IdeaMap™ 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 No more paper mail – we will send you copies of statements by secure e-mail 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 banks customer service reps will help you browse and use Securely manage your account by PDA, Internet of automated telephone 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 Our banks customer services reps will help browse & use our on-line services Online Other ON3 W e will answer all your requests in real time by email, instant or text messaging 1 7 -11 3 -1 ON4 W e offer On demand status reports for services requests (e.g., Manage all your banking needs with a state of the art kiosk and be confident loan application) delivered to you via e-mail, text or instant 1 6 -4 -3 0 that live help is available if you need it ON2 messaging No more paper mail... We will send you statements and images of transactions securely by email -2 5 -17 -5 2 ON1 W e allow you to pay bills securely using your mobile devices (cell phone, PDA, Blackberry, etc.) -4 2 -13 -9 -2 7 In-Branch Recognition © 2011 BR3 W e 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 W e 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 W e 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
  • 8. Addressable Minds’ underlying scienceuses standard Science and Mathematics IDENTIFY TARGET MARKET DEVELOP SURVEY QUESTIONS INTERNET SURVEY IdeaMap™ Computers Experimental Design – Stimulus/Response ANALYZED SURVEY RESULTS → Addressable Minds Ordinary Least Squares Discriminant FunctionConjoint analysis Regression Analysis © 2011 8
  • 9. 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 © 2011 9
  • 10. 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’ © 2011 10
  • 11. The Survey begins with an orientation screen © 2011 11 11
  • 12. Each respondent evaluates 48 unique combinations of elements First on overall interest: © 2011 12 12
  • 13. Then selects a single emotion © 2011 13 13
  • 14. What convinces?What drives feelings? © 2011 14
  • 15. Total Panel –Interested most in computers that offer the best internet connection and speed. © 2011 15 15
  • 16. The Total Panel’s Interest Differs From the Individual Segments © 2011 16
  • 17. There are three unique segmentsDifferent Computer Users – Different Approach Internet Lovers Money SaversTech Savvy 38% 34% 28% Messaging for one isn’t necessary going to appeal to the other…and could actually hurt © 2011 17 17
  • 18. Tech Savvy (Seg1) –Interested most in the features of the computer. © 2011 18
  • 19. 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. © 2011 19
  • 20. $ Saver (Seg3) –Interested in saving money. © 2011 20
  • 21. The “Segmentation Wizard” is a shortcut survey that is extracted from the 15 minute survey and identifies the segment membership of that individual IDENTIFY TARGET MARKET DEVELOP SURVEY QUESTIONS INTERNET SURVEY IdeaMap™ Computers 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 21 21
  • 22. 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 © 2011 22
  • 23. The Computer Segmentation Wizard © 2011 23
  • 24. © 2011 24
  • 25. © 2011 25
  • 26. • 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 thanmost, 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 businesspresentations. © 2011 26
  • 27. 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 © 2011 27