Gym Final Report.ppt

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    By: Jasmeet Kaur
    Khalsa Primary school
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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
  • Gym Final Report.ppt

    1. 1. Math 110 Brought to life with Addressable MindsFINAL REPORT – DECEMBER 2011 GYM MEMBERSHIP Project Team Sapphire Drummond Jasdeep Kaur Samantha Mattsson Meagan Smith
    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. Business Issue• There are many gyms available for use for the public.• However very few people make use of the opportunity to join a gym and stay healthy and fit. © 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 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. © 2011 4
    5. 5. Dr. Howard Moskowitz.Addressable Minds Inventor, honored by the scientific community,... 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 The “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. 010 Walston Chubb Award for Innovation across all sciences, Sigma Xi, The Scientific Research Society, © 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. Create Addressable Minds messaging for a Gym IDENTIFY TARGET MARKET DEVELOP SURVEY QUESTIONS 10 – 15 minutes INTERNET SUY SURVEY IdeaMap™ Potential Gym Members 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 7 7
    8. 8. Addressable Minds’ underlying science uses standard Science and Mathematics IDENTIFY TARGET MARKET DEVELOP SURVEY QUESTIONS INTERNET SUY SURVEY IdeaMap™ Potential Experimental Design – Gym Stimulus/Response Members ANALYZED SURVEY RESULTS → Addressable Minds Ordinary Least Squares Discriminant FunctionConjoint analysis Regression Analysis © 2011 8 8
    9. 9. A Survey Was Performed by the Team in the area of a Gym• 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 © 2011 9 9
    10. 10. SURVEY OVERVIEW (1 of 2) An Addressable Minds Survey is a survey of key ideas for encouraging people to join the gym. 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 join a gym. © 2011 10 10
    11. 11. SURVEY OVERVIEW (2 of 2)• 53 Individuals responded• Assess two major aspects of messages – Does it convince a prospect to join a gym? – 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 11 11
    12. 12. The Survey begins with an orientation screen © 2011 12 12
    13. 13. Each respondent evaluates 48 unique combinations of elements First on overall interest © 2011 13 13
    14. 14. Then selects a single emotion © 2011 14 14
    15. 15. What convinces?What drives feelings? © 2011 15
    16. 16. Total Panel – Interested in no enrollment fee and not concerned with specific field activities 1) How likely are you to join our gym? Sorted by <-- Not likely at all Very likely - -> Total 1 2 3 4 5 6 7 8 9 Sample Sorted by Total Sample : Highlighted >+9 winners & <-9 losers Base Size 53 Constant -6 No enrollment fee 25 22 Take part in one of our 50 different classes (yoga, spinning, zumba etc) Come workout with our brand new 200 + fitness equipment 21 Not sure if you want to join...sign up for a week free membership 20 20 Feeling some pain…come get a massage from our wonderful masseuses Low monthly cost just 30 dollars a month 20 Free childcare while you workout 7 5 Mommy and me classes with a variety of times to suite working parents Spin away while watching a movie in our luxiours fitness theater 4 Keep your child active after school with enjoyable activities 3 Pick up some basketball games on one of our three courts. 2 Play a game of baseball on our state of the art baseball diamond -7 © 2011 16 16
    17. 17. The Total Panel’s Interest is Different From That in Each of Three Identified Segments 1) How likely are you to join our gym? Sorted Seg3 of <-- Not likely at all Very likely - -> Seg1 of 3- Seg2 of 3- by 3- 1 2 3 4 5 6 7 8 9 Fitness Motivation Total Money Sorted by Total Sample : Highlighted >+9 winners & <-9 Seekers Seekers Sample Cautious losers Base Size 53 28 13 12 Constant -6 -24 20 8No enrollment fee 25 40 8 10Take part in one of our 50 different classes (yoga, spinning, zumba 22 28 22 8etc)Come workout with our brand new 200 + fitness equipment 21 27 10 18Not sure if you want to join...sign up for a week free membership 20 27 10 14Feeling some pain…come get a massage from our wonderful 20 31 6 11masseusesLow monthly cost just 30 dollars a month 20 18 8 38Do a lap(s) on the indoor and outdoor running tracks 17 21 19 4One on one time with private fitness trainer 15 30 5 -6After a tough workout take a bite or sip from our affordable and 8 23 -3 -16healthy snack shackFree childcare while you workout 7 1 6 22Mommy and me classes with a variety of times to suite working 5 -1 2 21parentsSpin away while watching a movie in our luxiours fitness theater 4 14 0 -15Keep your child active after school with enjoyable activities 3 -8 13 21Pick up some basketball games on one of our three courts. 2 12 2 -23 © 2011 -7 -4 7 -31 17Play a game of baseball on our state of the art baseball diamond
    18. 18. There are three unique segmentsDifferent Gym members – Different Approach Fitness Seekers Money Motivational Cautious 53% Seekers 23% 25% Messaging for one isn’t necessary going toappeal to the other…and could actually hurt © 2011 18 18
    19. 19. Gym (Seg1) – Interested in Getting Fit. © 2011 19
    20. 20. Fitness Seekers53% of survey takers; the One on onefitness seekers are time withinterested in: private trainer. The numerousA wonderful Fitness classesmassage after a offered daily.tough workout. © 2011 20
    21. 21. fitness (Seg2) – Interested in Motivational Programs © 2011 21
    22. 22. Motivational Seekers 25% of survey takers; the motivational seekers are interested in: Open 24/7 so members can work out at any timeA relaxing Sauna after a toughworkout © 2011 22
    23. 23. Money Conscious (Seg3)- Interested in Saving money 1) How likely are you to join our gym? Seg3 of <-- Not likely at all Very likely - -> Seg1 of 3- Seg2 of 3- Total 3- 1 2 3 4 5 6 7 8 9 Fitness Motivation Sample Money Sorted by Total Sample : Highlighted >+9 winners & <-9 Seekers Seekers Cautious losers Base Size 53 28 13 12 Constant -6 -24 20 8No hidden fees 15 13 -4 39Low monthly cost just 30 dollars a month 20 18 8 38Full time student? ...Show your school ID and only pay 25 11 3 10 29dollars a month 8 2 7 24Fun summer camps to allow children to stay fit and meet friendsFree childcare while you workout 7 1 6 22Looking for competition...Weekly contests with prizes offered 9 9 -3 22Fully loaded locker room...buy a lock get a free locker 9 20 7 -11 4 14 0 -15Spin away while watching a movie in our luxiours fitness theaterAfter a tough workout take a bite or sip from our affordable and 8 23 -3 -16healthy snack shackPick up some basketball games on one of our three courts. 2 12 2 -23Play a game of baseball on our state of the art baseball -7 -4 7 -31diamond © 2011 23
    24. 24. Money Savers23 % of survey takers areMoney CautiousMoney Savers like: Free childcare WeeklyLow monthly cost contests to win prizes © 2011 24
    25. 25. The “Segmentation Wizard” is a 30 second shortcut survey that is extractedfrom 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 Gym members 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 25 25
    26. 26. The GYM Segmentation Wizard– Online exampleThe Segmentation Wizard is a short survey with the questions derived from the full survey to identify segment membership © 2011 26
    27. 27. The gym Segmentation Wizard– Online example © 2011 27
    28. 28. The gym Segmentation Wizard– Online example © 2011 28
    29. 29. The gym Segmentation Wizard– Online example © 2011 29
    30. 30. Conclusions• Three Segments discovered by Addressable Minds point to the need for 3 individual messaging groups• Positive Emotions can be uncovered and subsequently reinforced in the marketing elements• Conclusion => By using our research we can create and incorporate appropriate programs and commodities to encourage people to join a gym. © 2011 30
    31. 31. © 2011 31
    32. 32. © 2011 32

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