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.

1. Math 110
Brought to life with Addressable Minds
FINAL 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
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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
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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.
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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
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6. Addressable Minds
Cuts 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
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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 bank's 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
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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 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

8. Addressable Minds’ underlying science
uses 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 Function
Conjoint analysis
Regression Analysis
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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
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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’
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11. The Survey begins with an orientation screen
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12. Each respondent evaluates 48 unique combinations of elements
First on overall interest:
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13. Then selects a single emotion
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14. What convinces?
What drives feelings?
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15. Total Panel –Interested most in computers that offer the best internet
connection and speed.
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16. The Total Panel’s Interest Differs From the Individual Segments
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17. There are three unique segments
Different Computer Users – Different Approach
Internet Lovers Money Savers
Tech Savvy
38% 34%
28%
Messaging for one isn’t necessary going to
appeal to the other…and could actually hurt
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18. Tech Savvy (Seg1) –Interested most in the features of the computer.
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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.
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20. $ Saver (Seg3) –Interested in saving money.
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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
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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
http://mjiweb.com/mjitt/QC_Fall2011_Comp/index.htm
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23. The Computer Segmentation Wizard
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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 than
most, 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 business
presentations.
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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
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