The survey examined messaging to encourage purchasing CDs rather than illegally downloading music. It identified two key segments: Extras/Promotion Hunters interested in bonus features with CDs, and Realist/True Fans interested in the artist and music itself. The survey presented 48 message combinations and analyzed which increased interest in CD purchases and feelings against illegal downloads for each segment. Messaging appealing to one segment did not always appeal to the other.
The document summarizes a study conducted using Addressable Minds to develop targeted messaging to increase attendance at movie theaters. Addressable Minds is a scientific method that accurately defines consumer attitudes and preferences to help with product design, messaging, and consumer engagement. The study involved surveying potential movie viewers and analyzing the results to identify market segments and develop personalized marketing phrases for each segment. The goal was to create messages that would appeal to different target audiences and increase movie theater turnout.
The document summarizes a survey conducted by Addressable Minds to identify messaging that would appeal to potential customers of vacation resorts. Addressable Minds uses scientific techniques like conjoint analysis and experimental design to develop customized survey questions, analyze responses, and segment audiences based on their preferences. The results help determine which marketing phrases would be most effective for different groups regarding online banking services at resorts.
The document summarizes a study conducted using Addressable Minds to develop targeted messaging for increasing gym membership. Addressable Minds is a technique that uses surveys to uncover hidden consumer preferences and segment the market. The study team developed survey questions, analyzed the results to identify 4 market segments, and created tailored marketing phrases for each segment aimed at gyms.
The document summarizes a study conducted to identify messaging that would appeal to potential fans of a new baseball team. An Addressable Minds survey was administered to 52 individuals and analyzed to identify two key segments - casual fans and fanatics. The results showed that messaging targeted to one segment would not necessarily appeal to the other and could hurt engagement. The conclusion is that segmentation is important to crafting effective marketing messages for different types of potential fans.
This document provides information about a final report on social networking from December 2011. It discusses how social networks need to know how to market to new users of all ages. It then introduces Addressable Minds, a technique created by Dr. Howard Moskowitz that uses conjoint analysis and surveys to develop targeted messaging for different market segments based on their preferences. The document provides an example of potential messaging developed for social networks using Addressable Minds.
This 3-sentence summary provides the high-level information about the document:
The document discusses a study conducted using Addressable Minds, a patented scientific process, to understand consumer preferences for computer purchases by defining attitudes and segmenting the market; it reviews the business issue of increasing computer sales when fewer are interested in standard options, and describes how Addressable Minds works by cutting across traditional segmentation methods to detect hidden preferences through online surveys and statistical analysis.
The survey assessed high school students' interest in learning math through various messages. It identified 4 segments among respondents: Fun (39%), Comfortable Setting (26%), Working Together (35%). The Fun segment responded most positively to humor-based messages that portrayed math class as enjoyable. The Comfortable Setting segment preferred messages about a relaxed learning environment. The Working Together segment favored collaborative, team-based learning approaches. No single messaging approach appealed to all segments equally, suggesting a need for tailored messaging strategies.
The document proposes Addressable Minds, a system to personalize educational messages for students to motivate them in learning math. It conducted a survey of high school students to understand their interests and developed marketing phrases to target different student mindsets. The results revealed what messaging works and students' attitudes across the US, with the goal of sending each student the most effective message to improve their math learning.
The document summarizes a study conducted using Addressable Minds to develop targeted messaging to increase attendance at movie theaters. Addressable Minds is a scientific method that accurately defines consumer attitudes and preferences to help with product design, messaging, and consumer engagement. The study involved surveying potential movie viewers and analyzing the results to identify market segments and develop personalized marketing phrases for each segment. The goal was to create messages that would appeal to different target audiences and increase movie theater turnout.
The document summarizes a survey conducted by Addressable Minds to identify messaging that would appeal to potential customers of vacation resorts. Addressable Minds uses scientific techniques like conjoint analysis and experimental design to develop customized survey questions, analyze responses, and segment audiences based on their preferences. The results help determine which marketing phrases would be most effective for different groups regarding online banking services at resorts.
The document summarizes a study conducted using Addressable Minds to develop targeted messaging for increasing gym membership. Addressable Minds is a technique that uses surveys to uncover hidden consumer preferences and segment the market. The study team developed survey questions, analyzed the results to identify 4 market segments, and created tailored marketing phrases for each segment aimed at gyms.
The document summarizes a study conducted to identify messaging that would appeal to potential fans of a new baseball team. An Addressable Minds survey was administered to 52 individuals and analyzed to identify two key segments - casual fans and fanatics. The results showed that messaging targeted to one segment would not necessarily appeal to the other and could hurt engagement. The conclusion is that segmentation is important to crafting effective marketing messages for different types of potential fans.
This document provides information about a final report on social networking from December 2011. It discusses how social networks need to know how to market to new users of all ages. It then introduces Addressable Minds, a technique created by Dr. Howard Moskowitz that uses conjoint analysis and surveys to develop targeted messaging for different market segments based on their preferences. The document provides an example of potential messaging developed for social networks using Addressable Minds.
This 3-sentence summary provides the high-level information about the document:
The document discusses a study conducted using Addressable Minds, a patented scientific process, to understand consumer preferences for computer purchases by defining attitudes and segmenting the market; it reviews the business issue of increasing computer sales when fewer are interested in standard options, and describes how Addressable Minds works by cutting across traditional segmentation methods to detect hidden preferences through online surveys and statistical analysis.
The survey assessed high school students' interest in learning math through various messages. It identified 4 segments among respondents: Fun (39%), Comfortable Setting (26%), Working Together (35%). The Fun segment responded most positively to humor-based messages that portrayed math class as enjoyable. The Comfortable Setting segment preferred messages about a relaxed learning environment. The Working Together segment favored collaborative, team-based learning approaches. No single messaging approach appealed to all segments equally, suggesting a need for tailored messaging strategies.
The document proposes Addressable Minds, a system to personalize educational messages for students to motivate them in learning math. It conducted a survey of high school students to understand their interests and developed marketing phrases to target different student mindsets. The results revealed what messaging works and students' attitudes across the US, with the goal of sending each student the most effective message to improve their math learning.
This document discusses e-learning and web 2.0 technologies. It provides a list of various free and open web-based tools for blogging, social networking, content sharing, online collaboration and multimedia creation that enable new forms of online learning. These tools lower barriers to publishing content and allow learners to actively participate in online communities to create and share knowledge in new ways. The document advocates that e-learning should embrace these new web 2.0 technologies and social aspects to move from traditional e-learning 1.0 models to a more connected e-learning 2.0 approach.
Netnography - listening to social media from a B2B2C perspective (Esomar Onli...Steffen Hück
Nowadays consumer goods producers demand from their suppliers more than only the products themselves. Strategic suppliers like Symrise, as one of the leading suppliers for flavors and scents worldwide, have to meet their expectations regarding the knowledge of current trends, consumer needs and even innovative application and positioning possibilities.
This paper gives practical insight into B2B-specific business requirements and how the practical application of innovative, consumer-centric research methods like Netnography can be applied to strengthen the competitive situation of strategic suppliers as “preferred supplier” within the B2B2C eco system of the food market. The main intention of the paper will be to show how listening to social media with Netnography has generated real competitive advantages for Symrise (in terms of better insights & ideas as well as awareness & positioning/image).
This presentation provides insight into the open innovation and co-creation idea and describes a human-centred innovation approach with respect to the changing roles of market research and product design. The increased importance of strong interdisciplinary (internal) collaboration of researchers and designers for being successful in open innovation is emphasized. Only the combination of external co-creation and internal collaboration make open innovation programs successful. Embracing a human-centered innovation approach means also to intervene in existing structures of power within the company which are built upon hierarchy.
Search: How One Box Search Can Mean Different Things to Different PeopleJasmin Phua
Discover how user mental models relate to online search, particularly for more intensive knowledge work or critical information needs. Learn about the different types and stages of searching, similarities and differences in user mental models and the effect that may have on what tools and support should be available, and design solutions and patterns that have been employed to support the various search stages and users.
Presented at UPA DC Annual User Focus Conference:
http://upadc.org/userfocus/program
The document discusses planning and design thinking approaches to solving business problems. It emphasizes defining the underlying issue rather than just symptoms. True insights come from understanding audiences and their mindsets. Effective ideas inspire behavior by being spreadable, wearable, identifiable, memorable and modular. The ideas stem from profound human truths uncovered through qualitative research. An idea should stimulate brand momentum by fulfilling the insight.
The document discusses different value creation logics including the industrial logic focused on economies of scale, standardization, and automation; the dream society logic prioritizing emotions and branding over functionality; the creative man logic emphasizing individualized production and innovation; and the knowledge society logic centered around developing and commercializing new knowledge. It also examines trends like digitalization, decentralization, and the transition towards more diverse, personalized, and experience-based forms of production and consumption.
NETNOGRAPHY vs. Web Monitoring = “Qual. VS Quant. ?”Steffen Hück
The document discusses netnography, an explorative qualitative research approach used to analyze consumer dialogue in social media. Netnography involves non-obtrusively observing and listening to online conversations to gain a deep understanding of consumer needs, solutions, and innovations. It is compared to web monitoring, which uses tools and technology to aggregate and analyze large amounts of quantitative data. Netnography provides less biased and more natural consumer insights than traditional research methods. Examples of netnography studies on sunless tanning and coffee communities are presented.
Priti Srinivas Sajja is an Associate Professor in the Department of Computer Science at Sardar Patel University. The document discusses various topics in artificial intelligence including natural vs artificial intelligence, types of AI tests, applications of AI, knowledge representation in AI systems, bio-inspired computing approaches like artificial neural networks, genetic algorithms, and swarm intelligence. It provides examples of different AI techniques and references for further reading.
This lecture has been taken for teh AICTE sponsored workshop on web mining. It covers infromation retrieval, searching, meta search engine, focused search engine, web mining, agent based web, knowledge management on web, ontology management systems and wisom web.
SemTech 2012 - Making your semantic app addictive: Incentivizing UsersINSEMTIVES project
The document discusses incentivizing users to contribute semantic content through gamification. It describes two case studies: (1) motivating employees at Telefonica R&D to annotate knowledge on their intranet portal, and (2) designing a mobile app for restaurant reviews that uses gamification like badges to encourage detailed, semantic annotations from users. Experimental results showed that social incentives like competition and viewing neighbors' performance can be as effective as monetary rewards at motivating contributions. The document advocates using iterative design methods like prototyping and field experiments to develop incentive-compatible semantic applications.
A hands-on approach to applying foresight by Andy Hines, Principal at Hinesite and Lecturer/Executive-in-Residence in Futures Studies at University of Houston.
iPhone vs. Samsung Galaxy S II - User Experience Case Study (English)eye square
iPhone vs. Samsung UX Case Study
In terms of popularity the iPhone is the clear winner. But is the iPhone really as user friendly as widely assumed? eye square performed a comprehensive usability assessment to find out more about the performance of the iPhone 4 in comparison to the Samsung Galaxy S II.
The document summarizes a survey conducted for a car dealership to help increase sales. Addressable Minds, a patented predictive consumer intelligence tool, was used to develop survey questions, analyze results, and segment consumers. The survey asked potential car buyers about their preferences to identify effective marketing messages for different segments.
The document summarizes the results of a survey on eating disorders in adolescent girls. It identifies 3 key segments among respondents: 1) control seekers, 2) those aware of but don't care about eating habits, and 3) those with low self-esteem. The survey found erratic eating habits and poor self-image are common among all girls surveyed. Total interest levels differed from interests of each identified segment.
The document describes a study conducted using Addressable Minds to identify effective messaging for increasing ticket sales to musical concerts. A survey was developed with categories of different music genres and elements tailored to each. The results analyzed which messaging was most convincing and drove certain feelings to help the music industry better advertise to potential concertgoers.
This document discusses new digital media products and services for Generations X and Y. It outlines a study conducted using Mind Genomics and conjoint analysis to identify consumer mindsets and their preferences for different features of new digital media. 300 respondents rated their interest and willingness to pay for various concepts with features grouped into 7 categories. The results were analyzed to segment the market and identify which features appealed most to different consumer mindset groups. The goal was to help companies customize their digital offerings to specific segments.
The document discusses sequencing the genome of the customer mind through identifying granular mental segments and then targeting customers with tailored messaging based on their identified segment. It describes a 4 step process: 1) testing message concepts, 2) discovering meaningful mindset segments, 3) using typing tools to assign customers to segments, and 4) scaling up targeted marketing. The goal is to move beyond traditional demographic segmentation to addressable minds that can be directly marketed to based on their specific mental makeup.
The document outlines a 5-step process for developing integrated engagement calendars: 1) develop engagement themes, 2) generate ideas, 3) refine ideas across channels, 4) create a color-coded integrated calendar, and 5) measure and refine the process. Some engagement theme examples include health, education, and fundraising. Various idea generation techniques are listed such as surveys, competitions, and workshops. The calendar would group ideas by theme and channel to coordinate engagement.
Eden Strategy Institute introduces Shopper Science, a holistic approach to marketing that integrates the latest advances in market research methodologies such as Ethnography, Neuromarketing, Behavioral Economics, and Big Data Analytics to better drive the actual purchase decisions of consumers today.
The document discusses key concepts for influencing others through sales and interactions. It begins with an overview of a simple sales cycle involving prospecting, qualifying needs, offering options, and finalizing a purchase. It then states that selling is influencing and discusses how to wield influence through verbs like dominating and leading. The rest of the document outlines fundamentals of interactions, the power of questioning to engage others, and how questions can subtly connect with prospects, engage them, and help influence them ethically.
Social Ideas: mUmBRELLA and TCO Social Media AcademyTCO
The document provides an overview and recap of social media academy sessions so far. It discusses key concepts like social planning processes, earned vs owned vs paid media, brand essence and assets, and measurements and insights. It also provides examples of 2D vs 3D ideas, and how brands can create social ideas that enable participative interactions between people and generate favorable outcomes for the brand. Case studies of how brands like Sharpie have successfully used social media are also summarized.
This document discusses e-learning and web 2.0 technologies. It provides a list of various free and open web-based tools for blogging, social networking, content sharing, online collaboration and multimedia creation that enable new forms of online learning. These tools lower barriers to publishing content and allow learners to actively participate in online communities to create and share knowledge in new ways. The document advocates that e-learning should embrace these new web 2.0 technologies and social aspects to move from traditional e-learning 1.0 models to a more connected e-learning 2.0 approach.
Netnography - listening to social media from a B2B2C perspective (Esomar Onli...Steffen Hück
Nowadays consumer goods producers demand from their suppliers more than only the products themselves. Strategic suppliers like Symrise, as one of the leading suppliers for flavors and scents worldwide, have to meet their expectations regarding the knowledge of current trends, consumer needs and even innovative application and positioning possibilities.
This paper gives practical insight into B2B-specific business requirements and how the practical application of innovative, consumer-centric research methods like Netnography can be applied to strengthen the competitive situation of strategic suppliers as “preferred supplier” within the B2B2C eco system of the food market. The main intention of the paper will be to show how listening to social media with Netnography has generated real competitive advantages for Symrise (in terms of better insights & ideas as well as awareness & positioning/image).
This presentation provides insight into the open innovation and co-creation idea and describes a human-centred innovation approach with respect to the changing roles of market research and product design. The increased importance of strong interdisciplinary (internal) collaboration of researchers and designers for being successful in open innovation is emphasized. Only the combination of external co-creation and internal collaboration make open innovation programs successful. Embracing a human-centered innovation approach means also to intervene in existing structures of power within the company which are built upon hierarchy.
Search: How One Box Search Can Mean Different Things to Different PeopleJasmin Phua
Discover how user mental models relate to online search, particularly for more intensive knowledge work or critical information needs. Learn about the different types and stages of searching, similarities and differences in user mental models and the effect that may have on what tools and support should be available, and design solutions and patterns that have been employed to support the various search stages and users.
Presented at UPA DC Annual User Focus Conference:
http://upadc.org/userfocus/program
The document discusses planning and design thinking approaches to solving business problems. It emphasizes defining the underlying issue rather than just symptoms. True insights come from understanding audiences and their mindsets. Effective ideas inspire behavior by being spreadable, wearable, identifiable, memorable and modular. The ideas stem from profound human truths uncovered through qualitative research. An idea should stimulate brand momentum by fulfilling the insight.
The document discusses different value creation logics including the industrial logic focused on economies of scale, standardization, and automation; the dream society logic prioritizing emotions and branding over functionality; the creative man logic emphasizing individualized production and innovation; and the knowledge society logic centered around developing and commercializing new knowledge. It also examines trends like digitalization, decentralization, and the transition towards more diverse, personalized, and experience-based forms of production and consumption.
NETNOGRAPHY vs. Web Monitoring = “Qual. VS Quant. ?”Steffen Hück
The document discusses netnography, an explorative qualitative research approach used to analyze consumer dialogue in social media. Netnography involves non-obtrusively observing and listening to online conversations to gain a deep understanding of consumer needs, solutions, and innovations. It is compared to web monitoring, which uses tools and technology to aggregate and analyze large amounts of quantitative data. Netnography provides less biased and more natural consumer insights than traditional research methods. Examples of netnography studies on sunless tanning and coffee communities are presented.
Priti Srinivas Sajja is an Associate Professor in the Department of Computer Science at Sardar Patel University. The document discusses various topics in artificial intelligence including natural vs artificial intelligence, types of AI tests, applications of AI, knowledge representation in AI systems, bio-inspired computing approaches like artificial neural networks, genetic algorithms, and swarm intelligence. It provides examples of different AI techniques and references for further reading.
This lecture has been taken for teh AICTE sponsored workshop on web mining. It covers infromation retrieval, searching, meta search engine, focused search engine, web mining, agent based web, knowledge management on web, ontology management systems and wisom web.
SemTech 2012 - Making your semantic app addictive: Incentivizing UsersINSEMTIVES project
The document discusses incentivizing users to contribute semantic content through gamification. It describes two case studies: (1) motivating employees at Telefonica R&D to annotate knowledge on their intranet portal, and (2) designing a mobile app for restaurant reviews that uses gamification like badges to encourage detailed, semantic annotations from users. Experimental results showed that social incentives like competition and viewing neighbors' performance can be as effective as monetary rewards at motivating contributions. The document advocates using iterative design methods like prototyping and field experiments to develop incentive-compatible semantic applications.
A hands-on approach to applying foresight by Andy Hines, Principal at Hinesite and Lecturer/Executive-in-Residence in Futures Studies at University of Houston.
iPhone vs. Samsung Galaxy S II - User Experience Case Study (English)eye square
iPhone vs. Samsung UX Case Study
In terms of popularity the iPhone is the clear winner. But is the iPhone really as user friendly as widely assumed? eye square performed a comprehensive usability assessment to find out more about the performance of the iPhone 4 in comparison to the Samsung Galaxy S II.
The document summarizes a survey conducted for a car dealership to help increase sales. Addressable Minds, a patented predictive consumer intelligence tool, was used to develop survey questions, analyze results, and segment consumers. The survey asked potential car buyers about their preferences to identify effective marketing messages for different segments.
The document summarizes the results of a survey on eating disorders in adolescent girls. It identifies 3 key segments among respondents: 1) control seekers, 2) those aware of but don't care about eating habits, and 3) those with low self-esteem. The survey found erratic eating habits and poor self-image are common among all girls surveyed. Total interest levels differed from interests of each identified segment.
The document describes a study conducted using Addressable Minds to identify effective messaging for increasing ticket sales to musical concerts. A survey was developed with categories of different music genres and elements tailored to each. The results analyzed which messaging was most convincing and drove certain feelings to help the music industry better advertise to potential concertgoers.
This document discusses new digital media products and services for Generations X and Y. It outlines a study conducted using Mind Genomics and conjoint analysis to identify consumer mindsets and their preferences for different features of new digital media. 300 respondents rated their interest and willingness to pay for various concepts with features grouped into 7 categories. The results were analyzed to segment the market and identify which features appealed most to different consumer mindset groups. The goal was to help companies customize their digital offerings to specific segments.
The document discusses sequencing the genome of the customer mind through identifying granular mental segments and then targeting customers with tailored messaging based on their identified segment. It describes a 4 step process: 1) testing message concepts, 2) discovering meaningful mindset segments, 3) using typing tools to assign customers to segments, and 4) scaling up targeted marketing. The goal is to move beyond traditional demographic segmentation to addressable minds that can be directly marketed to based on their specific mental makeup.
The document outlines a 5-step process for developing integrated engagement calendars: 1) develop engagement themes, 2) generate ideas, 3) refine ideas across channels, 4) create a color-coded integrated calendar, and 5) measure and refine the process. Some engagement theme examples include health, education, and fundraising. Various idea generation techniques are listed such as surveys, competitions, and workshops. The calendar would group ideas by theme and channel to coordinate engagement.
Eden Strategy Institute introduces Shopper Science, a holistic approach to marketing that integrates the latest advances in market research methodologies such as Ethnography, Neuromarketing, Behavioral Economics, and Big Data Analytics to better drive the actual purchase decisions of consumers today.
The document discusses key concepts for influencing others through sales and interactions. It begins with an overview of a simple sales cycle involving prospecting, qualifying needs, offering options, and finalizing a purchase. It then states that selling is influencing and discusses how to wield influence through verbs like dominating and leading. The rest of the document outlines fundamentals of interactions, the power of questioning to engage others, and how questions can subtly connect with prospects, engage them, and help influence them ethically.
Social Ideas: mUmBRELLA and TCO Social Media AcademyTCO
The document provides an overview and recap of social media academy sessions so far. It discusses key concepts like social planning processes, earned vs owned vs paid media, brand essence and assets, and measurements and insights. It also provides examples of 2D vs 3D ideas, and how brands can create social ideas that enable participative interactions between people and generate favorable outcomes for the brand. Case studies of how brands like Sharpie have successfully used social media are also summarized.
Neuromarketing: Understanding the Subconscious Drivers > NeuroFocus, The Nielsen Company > By Caroline Winnett, CMO and Andrew Pohlmann, Managing Partner.
Shopper Immersion Research uses in-home, in-store, and post-shopping interviews to provide insights into consumer attitudes and behaviors. They evaluate planograms, new shelf sets, and merchandising scenarios using eye tracking technology in labs across the US. The Meyer Research Center specializes in in-store consumer interviews and observation studies using mobile devices to understand shopping decisions in real time.
Online Dialogue Model & Method: Online behavior can be measuredOnline Dialogue
First presentation on our bi-monthly Online Dialogue Thursday knowledge meetings. On November 11th 2010 we explained the model of online communication and how online behavior is influenced. We included the next step: how should you measure these influencers, report on them and take actions to improve the dialogue with your visitor.
Presentation by Bart Schutz & Ton Wesseling
Hyper-connectivity is disrupting industry boundaries and forcing brands to give up control. Smart brands of the future will focus less on strategy and consistency, and more on co-creating value through open and social interactions. Rather than pursuing excellence, brands will strive to connect through shared purpose and meaningful conversations. Control will be replaced with influence gained by activating valuable connections across networks.
This article discusses the importance of building strong brands through intimate knowledge of customers. It proposes a "deep dive" research methodology to uncover a thorough understanding of customers beyond superficial levels. A strong brand attracts customers through meaningful and resonant brand meanings and elements inspired by rich contextual information about customers. However, many brands fail due to a lack of deep customer knowledge, leading to poor assumptions, decisions, and an inability to engage customers through two-way conversation like genuine human interaction.
Marketing Investment Decision Analysis, LLC combines decision analysis and analytics to help clients with marketing investment decisions. The founder has a background in marketing analytics and consulting and has more recently been studying decision analysis. The company leverages both statistical marketing mix modeling and decision analysis techniques to address clients' complex marketing investment questions and pain points. Decision analysis focuses more on human judgment and identifying key uncertainties, while analytics relies more heavily on large amounts of data, but the company sees value in integrating both approaches.
The process of marketing management involves analyzing opportunities in the external environment, researching target markets, developing marketing strategies, planning marketing actions, implementing those plans, and controlling/evaluating the results. Key aspects include:
1) Analyzing opportunities by assessing trends in technology, politics, economics, regulations, society, as well as the consumer/business markets and competitive landscape.
2) Researching target markets to understand customer behavior and needs.
3) Developing marketing strategies by leveraging insights from external/market analysis.
4) Planning specific marketing actions by defining objectives and assigning resources.
5) Implementing the marketing plans.
6) Controlling results and evaluating performance to determine if objectives were met and make
The document discusses the key concepts of marketing including needs, products, value, cost, satisfaction and exchange. It defines marketing as the social and managerial process through which individuals and groups obtain objects to satisfy needs and desires by creating, offering and exchanging products and values. The role of marketing in corporations is to maximize sales and profits in the short, medium and long term by designing, offering and selling products and services. Marketing aims to understand needs and match products to satisfy those needs, creating value for both consumers and businesses.
Email and Social Media Marketing Synergies - Responsys Leadersihp ForumEdmund Wong
This is a presentation I gave at Responsys Leadership Forum on May 14, 2009 in SF. It is a brief discussion of ways to integrate email marketing and social media. Developed in conjunction with Alisa Hansen and Mark Beekman.
Tesco voice of the customer: achieving a 360 customer viewlocalinsight
The document summarizes Maria Sealey's presentation on achieving a 360-degree customer view at LGA's Customer Insight Conference. The presentation covers capturing customer views through multiple channels, bridging data silos between departments to get a complete view, and challenges in integrating customer data. It provides examples of tools for gathering customer insights like social media monitoring, surveys, and focus groups to get both prompted and unprompted feedback. The presentation also discusses how customers now research online and shop across channels, calling for a unified approach to customer insight.
How do people view employment? Does it differ for those who have jobs, want jobs or are discouraged? We identified 3 mental models that transcend age, gender, income, region and employment status. The findings challenge conventional notions of unemployment and point towards new directions for creating employment, policy and services. Study funded by SEI Center for Advanced Studies in Management at the Wharton School.
Listening data collection concerns and ethics, rappaport, qiquestioninginstitute
Consumers do not have a single approach to privacy but several, research shows. Details and implications for collection of conversations for research purposes are presented.
The document summarizes a report about conducting market research for new steak house restaurants. It found that [1] customers want variety beyond just steak, a child-free section after 9pm, and high-quality ingredients. [2] Customers can be segmented into those seeking social experiences, focused on food, and desiring elegant ambiance. [3] Successful steak houses will identify their target customer segment and cater to what matters most to that group.
The document summarizes a report on using market segmentation to help movie theaters attract more customers. It discusses conducting a survey that identified three key customer segments - Value Seekers, Laid Back Customers, and Movie Fanatics - who are interested in different messaging approaches. The survey also found that discounts and membership clubs appealed most to attracting customers overall but different elements resonated more with each segment. The report concludes that targeting separate messaging to the three segments identified could help movie theaters better advertise to and engage different types of potential customers.
This document summarizes research into energy drink consumption among teenagers and young adults. It used the Addressable Minds program to segment consumers into three groups - Party People, Flavor Lovers, and Health Enthusiasts. Different messaging was identified as most effective for each segment. The research found that flavor, effectiveness, and health were major concerns and that bottle design and colors were also important influences on teenage consumption of energy drinks. Peer pressure and endorsements had less impact than initially thought.
1) The document discusses a marketing project to help a chocolate manufacturer increase sales by better understanding customer segments.
2) A survey of 57 individuals identified two main customer segments - health and cost conscious buyers versus chocolate lovers.
3) The survey found that different messaging appeals to each segment. Health-focused messaging would not attract chocolate lovers, while variety and discounts appeal most to both segments.
4) The project team developed an online "Segmentation Wizard" to quickly identify which segment a customer belongs to in order to target the right marketing messages.
The document is a report about improving cafeteria food options at high schools. It identifies three student segments: open minded eaters who want variety and value, big eaters who prefer large portions, and nutritionists who favor organic and fresh local options. Student preferences for each segment are outlined, with open minded eaters liking buffet options and value, big eaters preferring large portions, and nutritionists favoring organic and avoiding fried foods. The report provides insights into how to better market cafeteria food to these different student groups.
The document reports on a survey conducted to understand customer preferences for banquet halls. The survey found there are two key segments - party goers, who want fun experiences, and cost-conscious customers, who prioritize affordability. The survey results can help banquet halls tailor their marketing messages and offerings to each segment's priorities such as included services, reasonable rates, and accessibility.
1. Math 110
Brought to life with Addressable Minds
FINAL REPORT – DECEMBER 2011
“TO BUY OR NOT TO BUY A CD”
Project Team
Maclynn Kornreich
Dejon Lofton
Alexa Tanney
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 *not looking at traditional forms but at future
*demographic, phsycho and elements *online survey, shut off after 2 days.