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 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.
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 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.
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 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.
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.
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.
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 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.
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 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.
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.
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 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 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.
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.
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.
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.
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 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 nutrition needs during adolescence in 3 sentences:
1) Adolescence is a period of significant physical growth and development between the ages of 8-21 years old where nutrition needs vary based on biological maturity rather than chronological age.
2) During this time adolescents experience changes in body composition including gains in lean body mass and body fat as well as establishment of lifelong eating habits influenced by peers and environment.
3) The document outlines dietary recommendations for macronutrients, micronutrients, and caloric intake to support optimal growth and development during the different stages of puberty.
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.
A few of us at Fallon attended SXSW Conference and we want to share what we saw, what is breaking, what is trending, and what is likely to impact your brands and communications within the next year. Austin comes to Minneapolis. SXSW meets SX35W.
Expect to view a series of short, lively, engaging, approachable presentations (no presentation longer than 5 minutes and 5 slides, with a mimimum of "geek-speak") that will showcase the conference highlights and outline the important things that you need to know now.
Cnw preso v7 no video no animation slide shareDirectionFirst
The document discusses the potential for using social media and text analytics to gain insights from online conversations. It provides examples of how different types of social media listening and analysis can be used to track topics, measure sentiment, analyze influencers and locations. Challenges discussed include setting up analytics software, interpreting new online languages, and managing large data sets. The document suggests that while formal research studies currently make up 20% of insights, more information is available through online listening which may shift the balance in the future.
The document discusses the future of marketing research and how technology will transform the industry. It predicts that real-time data collection and analysis will be essential, requiring new skills like data science and technical abilities. Automation, mobile technologies, and data aggregation will allow for continuous insights. Research will focus on utility and delivering value to consumers through gamification and new interfaces. Data exchanges and "research as a utility" will become common.
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.
Akber Depok 17 April 2014 : [Basic] Digital Copywriting w/ @seno_pramuadji Akber Depok
1. Copywriting is the concept and writing of copy to convey a message (sales) to readers/users/targets. Digital copywriting is just writing for online platforms and must consider people's online behaviors and device usage.
2. To write effective digital copy, understand your audience and their online habits like frequent mobile use, social media engagement, and preference for brief messages.
3. Tips for digital copy include using short lengths for different channels, embracing communities, reading widely, and remembering the S.A.L.E.S. framework - Speak their Language, Imagine them, Live the Experience, Extraordinary Attitudes, Sleep with the Brand.
The webinar discussed the emergence of social intranets through the use of social software within companies. It provided an overview of the webinar agenda and presenters. Social media tools like blogs and wikis were gaining popularity within companies with over half deploying one or more 2.0 tools. Case studies highlighted how companies like BlackBerry Partners Fund and Motorola used social intranets for online communities. Recommendations included starting with a plan, measuring ROI, and engaging employees.
In Brian's new book, he outlines therising threat of Digital Darwinism, thephenomenon that affects organizationswhen technology and society evolvefaster than the ability to adapt. It's morethan social media. It's the confluenceof disruptive technology and theevolution of consumer behavior. Briandepicts how leadership can surviveDigital Darwinism by understandingcustomer and employee behavior,their expectations, and how it differsfrom traditional consumers of the past.He reviews disruptive technology,innovative business models, and newopportunities. He also demonstratesbest practices and methodologies toalign the organization with a commonand meaningful vision and strategy, andshared objectives.
Moxie Software Webinar - The Knowledge Movement: Trends and OpportunitiesMoxie
This presentation discusses trends in knowledge management and opportunities enabled by social networks, cloud computing, and analytics. It notes that tribal knowledge sharing has benefits for organizations. Emerging models use social technologies to create federated knowledge bases across boundaries. Intent-driven enterprises are also discussed that use big data to understand customer needs. Social technologies allow new feedback loops and collaborative processes between knowledge bases and internal collaboration spaces.
When Worlds Collide - Big Data & Web Analytics in 2013 - Jean-Francois BelisleJean-Francois Belisle
This document outlines Jean-François Bélisle's presentation on big data and web analytics in 2013. The presentation covers 4 areas: 1) where marketing money is being spent, 2) offline customer intelligence methods like predictive analysis and segmentation, 3) online customer intelligence like recommendation systems, and 4) the future of customer intelligence. Bélisle discusses tools for analysis, supervised vs unsupervised methods, Amazon's patent for recommendations, and how recommendations can be integrated with content management systems and web analytics solutions.
Addressing Top CEO Priorities through Social Media Marketing and MetricsJacques Pavlenyi
Presented at the August 21 2012 Business Marketing Association's Southern California Chapter meeting. The world is changing - becoming more social, even in traditionally conservative B2B. B2B marketing is maturing, with social leading to more measurable successes. But taking b2b social media marketing to the next level is easier than you might think. This presentation hopes to help you:
-- Understand how to better align social media marketing with key strategic initiatives
-- Learn how to focus on the social metrics that matter
-- See applicable examples of real b2b social media marketing benefits
These views are my own and do not represent those of my employer.
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 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 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.
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.
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.
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.
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 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 nutrition needs during adolescence in 3 sentences:
1) Adolescence is a period of significant physical growth and development between the ages of 8-21 years old where nutrition needs vary based on biological maturity rather than chronological age.
2) During this time adolescents experience changes in body composition including gains in lean body mass and body fat as well as establishment of lifelong eating habits influenced by peers and environment.
3) The document outlines dietary recommendations for macronutrients, micronutrients, and caloric intake to support optimal growth and development during the different stages of puberty.
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.
A few of us at Fallon attended SXSW Conference and we want to share what we saw, what is breaking, what is trending, and what is likely to impact your brands and communications within the next year. Austin comes to Minneapolis. SXSW meets SX35W.
Expect to view a series of short, lively, engaging, approachable presentations (no presentation longer than 5 minutes and 5 slides, with a mimimum of "geek-speak") that will showcase the conference highlights and outline the important things that you need to know now.
Cnw preso v7 no video no animation slide shareDirectionFirst
The document discusses the potential for using social media and text analytics to gain insights from online conversations. It provides examples of how different types of social media listening and analysis can be used to track topics, measure sentiment, analyze influencers and locations. Challenges discussed include setting up analytics software, interpreting new online languages, and managing large data sets. The document suggests that while formal research studies currently make up 20% of insights, more information is available through online listening which may shift the balance in the future.
The document discusses the future of marketing research and how technology will transform the industry. It predicts that real-time data collection and analysis will be essential, requiring new skills like data science and technical abilities. Automation, mobile technologies, and data aggregation will allow for continuous insights. Research will focus on utility and delivering value to consumers through gamification and new interfaces. Data exchanges and "research as a utility" will become common.
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.
Akber Depok 17 April 2014 : [Basic] Digital Copywriting w/ @seno_pramuadji Akber Depok
1. Copywriting is the concept and writing of copy to convey a message (sales) to readers/users/targets. Digital copywriting is just writing for online platforms and must consider people's online behaviors and device usage.
2. To write effective digital copy, understand your audience and their online habits like frequent mobile use, social media engagement, and preference for brief messages.
3. Tips for digital copy include using short lengths for different channels, embracing communities, reading widely, and remembering the S.A.L.E.S. framework - Speak their Language, Imagine them, Live the Experience, Extraordinary Attitudes, Sleep with the Brand.
The webinar discussed the emergence of social intranets through the use of social software within companies. It provided an overview of the webinar agenda and presenters. Social media tools like blogs and wikis were gaining popularity within companies with over half deploying one or more 2.0 tools. Case studies highlighted how companies like BlackBerry Partners Fund and Motorola used social intranets for online communities. Recommendations included starting with a plan, measuring ROI, and engaging employees.
In Brian's new book, he outlines therising threat of Digital Darwinism, thephenomenon that affects organizationswhen technology and society evolvefaster than the ability to adapt. It's morethan social media. It's the confluenceof disruptive technology and theevolution of consumer behavior. Briandepicts how leadership can surviveDigital Darwinism by understandingcustomer and employee behavior,their expectations, and how it differsfrom traditional consumers of the past.He reviews disruptive technology,innovative business models, and newopportunities. He also demonstratesbest practices and methodologies toalign the organization with a commonand meaningful vision and strategy, andshared objectives.
Moxie Software Webinar - The Knowledge Movement: Trends and OpportunitiesMoxie
This presentation discusses trends in knowledge management and opportunities enabled by social networks, cloud computing, and analytics. It notes that tribal knowledge sharing has benefits for organizations. Emerging models use social technologies to create federated knowledge bases across boundaries. Intent-driven enterprises are also discussed that use big data to understand customer needs. Social technologies allow new feedback loops and collaborative processes between knowledge bases and internal collaboration spaces.
When Worlds Collide - Big Data & Web Analytics in 2013 - Jean-Francois BelisleJean-Francois Belisle
This document outlines Jean-François Bélisle's presentation on big data and web analytics in 2013. The presentation covers 4 areas: 1) where marketing money is being spent, 2) offline customer intelligence methods like predictive analysis and segmentation, 3) online customer intelligence like recommendation systems, and 4) the future of customer intelligence. Bélisle discusses tools for analysis, supervised vs unsupervised methods, Amazon's patent for recommendations, and how recommendations can be integrated with content management systems and web analytics solutions.
Addressing Top CEO Priorities through Social Media Marketing and MetricsJacques Pavlenyi
Presented at the August 21 2012 Business Marketing Association's Southern California Chapter meeting. The world is changing - becoming more social, even in traditionally conservative B2B. B2B marketing is maturing, with social leading to more measurable successes. But taking b2b social media marketing to the next level is easier than you might think. This presentation hopes to help you:
-- Understand how to better align social media marketing with key strategic initiatives
-- Learn how to focus on the social metrics that matter
-- See applicable examples of real b2b social media marketing benefits
These views are my own and do not represent those of my employer.
A presentation made at the Southern Tagalog Industrial Engineering Seminar last September 1, 2012 at University of the Philippines - Los Banos. The event is organized by the UPLB - Industrial Engineering Students Organization (UPLB-IESO). Download the clapping / wave video at https://vimeo.com/48651988
How do you connect the worlds of social and mobile with affiliate marketing ROI? By connecting your customer at multi-touch points through the new marketing conversion called brevenue.
Experience level: Intermediate
Target audience: Merchant/Advertiser
Niche/vertical: Lead Generation
Declan Dunn, Managing Partner, Dunn Direct Media (Twitter @declandunn)
This document discusses opportunities from social business intelligence and big data. It notes that while there is plenty of social media data, most companies don't know how to make it actionable. The document then outlines what social business intelligence is, challenges in analyzing social data streams, and potential use cases like improving products and marketing. Finally, it discusses opportunities for companies to leverage social business intelligence like improving various business functions and gaining strategic advantages.
Designing for Persuasion, Emotion, and TrustUXPA UK
The document discusses designing websites and digital experiences to influence users on an emotional level beyond usability alone. It covers topics like how non-conscious decision making dominates over conscious reasoning, the role of emotions in decisions, and how measuring implicit responses through biometrics can provide insights beyond traditional surveys. New techniques are needed to account for both implicit and explicit responses in order to understand and influence the full user experience.
Tendances digitales 2012 - LinkedIn France juin 2012LinkedIn
Découvrez les grandes tendances digitales 2012 grâce à la rétrospective des grandes conférences internationales : South By South West - SXSW, le Festival Media de Montreux et les Lions de Cannes. Présentation LinkedIn France 27 juin 2012. Carole Zibi - Prune Nouvion - Arnaud Cabanis.
The document discusses unstructured information management and obstacles to effective information access. It addresses the different perspectives of strategic, operational, and tactical levels in an organization. Content creation processes and a lack of common language can hamper effective searches. Taxonomies, controlled vocabularies, and ontologies can help establish frameworks to assist in classification, search, and sense-making of large amounts of unstructured information. End-user generated tagging, or folksonomies, can also help on a detailed level.
In 3 sentences:
The document discusses the concept of "consucracy", where consumers have power to dictate market laws through organized consumption. It notes that in China, consumers are increasingly diverse and individualistic, so companies must place the human consumer at the center of their strategies and adapt to how consumers are evolving. The document then describes the services offered by Sinostrat Solutions to help companies understand consumers and adapt strategic plans through insights, creative workshops, testing, and analytics.
Similar to Teaching Math to highschoolers Jessica Yuan.v2.pdf (20)
2. The business Vision
Addressable Minds… what is it
Addressable Minds results from the “Teaching Math
to high school students” survey
Using the results to type..and thus to send the „right
message to the right student .. For the right
educational outcome‟
2
3. Reality: United States‟ education is in crisis. American kids show very little
interest in learning essential sciences like Math. Upcoming generations of
students lack basic skills to compete in the job market.
Competition: At the same time countries like Russia, China and India
produce millions of highly educated, hard-working and motivated specialists.
Help our country: What would make learning subjects like Math interesting to
students? What would motivate them? What will scare them away?
3
4. The Vision – to give a process of learning Math a new life,
new aura, new approach. Make Math kids‟ new favorite
subject.
The Goal – send the student the right message..for that
student … and get that student turned on to math
The Hope - A stronger student, a stronger America, a
rekindled American Dream
4
5. Addressable Minds is a scientific, actionable form of “predictive
consumer intelligence” accurately defining consumer attitudes
and preferences both stated and unstated.
Described by Malcolm Gladwell and others as discovering the
“DNA of the Consumers Mind”.
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.
5
6. 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
6
8. IDENTIFY TARGET MARKET
DEVELOP SURVEY QUESTIONS
INTERNET
SURVEY
IdeaMap™
Students
ANALYZED SURVEY RESULTS → Addressable Minds
MARKET SEGMENTATION MARKETING PHRASES TYPING ENGINE
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 bank's 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... We 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 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
9. The survey shows the approach, and the results
Gives a sense of what could be done
9
10. Experiment run on March 9th, 2011 :
◦ Population of high school students ages 12-18
159 Individuals responded
Measuredtwo major aspects of messages
◦ Students’ interest in various aspects of learning math
◦ How do these messages make students feel?
Revealed… „what works, what doesn‟t‟
Revealed…mind-sets of respondents across the United
States,
10
15. Total
Sample
Base Size 159
Propensity to learn math 35
Playing fun games of any sort to stimulate math thinking 14
Tutoring and extra-help available to assist you 12
A peer who deeply understands the math material 11
A peer with a friendly attitude and warm personality 11
A peer who deeply understands causes of struggle 10
A peer who is willing to help and support you 8
School is equipped with a modern computer facility 7
A peer with a flexible schedule to help you 6
Teachers always bring a humorous spirit to class 6
Textbook references are fun and filled with interesting ways to learn 5
School promotes different after-school math related activities (e.g. math team, competitions...) 0
Parents provide help and motivation to their child at home when needed 0
Using interactive games to learn concepts 0
Production of a class show working in groups to demonstrate a concept or theory, utilizing visual
aids and fun costumes -1
Incorporation of dance in math classes -2
Parents-Teacher Conferences offered twice a year -2
Lessons featuring discussion groups and student presentations -4
A parent's network to get together and discuss ways to help and improve their child's
mathematical understanding -4
15
16. Segment 1 Segment 2 Segment 3
Total
Conditional Formatting: Winners > 10 in green; Losers < 0 in red Learning Peer Fun
Sample
Environment support Seekers
Base Size 159 45 64 50
Constant 35 36 43 25
Playing fun games of any sort to stimulate math thinking 14 20 6 19
Tutoring and extra-help available to assist you 12 27 9 3
A peer who deeply understands the math material 11 3 22 4
A peer with a friendly attitude and warm personality 11 4 15 12
A peer who deeply understands causes of struggle 10 8 19 0
A peer who is willing to help and support you 8 -8 21 5
School is equipped with a modern computer facility 7 23 4 -5
Using interactive games to learn concepts 0 -8 -6 14
Parents provide help and motivation to their child at home when needed 0 9 -9 2
Production of a class show working in groups to demonstrate a concept or theory, utilizing
visual aids and fun costumes -1 -16 -2 13
Incorporation of dance in math classes -2 10 -19 9
Parents-Teacher Conferences offered twice a year -2 2 -10 3
Lessons featuring discussion groups and student presentations -4 -11 -4 4
A parent's network to get together and discuss ways to help and improve their child's
mathematical understanding -4 -5 -10 3
16
17. Learning Environment Fun Seekers
28% 32%
Peer Support
40%
Messaging for one generally doesn‟t
appeal to the other…
17
18. Segment 1 Segment 2 Segment 3
Total
Conditional Formatting: Winners > 10 in green; Losers < 0 in red Learning Peer Fun
Sample
Environment support Seekers
Base Size 159 45 64 50
Constant 35 36 43 25
School provides an award system to encourage student learning (e.g. honors pin, speech) 5 33 -3 -9
Tutoring and extra-help available to assist you 12 27 9 3
School is equipped with a modern computer facility 7 23 4 -5
Create a song using a fun or well-known tune to help memorize formulas and theories 5 21 -11 10
Playing fun games of any sort to stimulate math thinking 14 20 6 19
School features new math learning technologies (e.g. smart board, Elmo) 2 18 -5 -3
School promotes different after-school math related activities (e.g. math team, competitions...) 0 15 5 -20
Progress reports and report cards sent to the student's home containing both the student's
academic and classroom progress 3 11 3 -5
Comic or funny phrase randomly placed throughout an extensive homework assignment 4 10 -8 12
Incorporation of dance in math classes -2 10 -19 9
Lively and fun up-beat music in hallways between class periods 4 10 3 2
Using interactive games to learn concepts 0 -8 -6 14
A peer who is willing to help and support you 8 -8 21 5
The classrooms are outfitted with humorous and math-inspired objects (e.g. posters, murals) 0 -9 5 2
Using electronic math puzzles to reinforce understanding 1 -9 -3 15
Textbook references are fun and filled with interesting ways to learn 5 -9 9 14
Lessons featuring discussion groups and student presentations -4 -11 -4 4
Lessons with clear objectives; students always know the purpose of topic and it's application 3 -13 7 11
Production of a class show working in groups to demonstrate a concept or theory, utilizing
visual aids and fun costumes -1 -16 -2 13
18
19. Segment 1 Segment 2
Total Segment 3
Conditional Formatting: Winners > 10 in green; Losers < 0 in red Learning Peer
Sample Fun Seekers
Environment support
Base Size 159 45 64 50
Constant 35 36 43 25
A peer who deeply understands the math material 11 3 22 4
A peer who is willing to help and support you 8 -8 21 5
A peer who deeply understands causes of struggle 10 8 19 0
A peer with a flexible schedule to help you 6 -3 17 0
A peer with a friendly attitude and warm personality 11 4 15 12
A thoroughly capable peer in explaining and simplifying complex or difficult concepts 1 -3 11 -8
Tutoring and extra-help available to assist you 12 27 9 3
Creative individual project using funny experiences to form problems for the class to solve 4 2 -5 18
Using interactive games to learn concepts 0 -8 -6 14
Comic or funny phrase randomly placed throughout an extensive homework assignment 4 10 -8 12
Do math with a pet; share the funny story to the class 2 7 -9 10
Parents provide help and motivation to their child at home when needed 0 9 -9 2
Parents-Teacher Conferences offered twice a year -2 2 -10 3
A parent's network to get together and discuss ways to help and improve their child's
mathematical understanding -4 -5 -10 3
Lessons mixed in with frequent projects, allowing students to apply their concepts in class to the
real world 3 8 -10 15
Create a song using a fun or well-known tune to help memorize formulas and theories 5 21 -11 10
Incorporation of dance in math classes -2 10 -19 9
19
20. Segment 1 Segment 2 Segment 3
Total
Conditional Formatting: Winners > 10 in green; Losers < 0 in red Learning Peer Fun
Sample
Environment support Seekers
Base Size 159 45 64 50
Constant 35 36 43 25
Playing fun games of any sort to stimulate math thinking 14 20 6 19
Creative individual project using funny experiences to form problems for the class to solve 4 2 -5 18
Using electronic math puzzles to reinforce understanding 1 -9 -3 15
Lessons mixed in with frequent projects, allowing students to apply their concepts in class to the
real world 3 8 -10 15
Lessons providing examples and abundant practice to help students better their understanding
of the topic 5 -5 4 15
Using interactive games to learn concepts 0 -8 -6 14
Textbook references are fun and filled with interesting ways to learn 5 -9 9 14
Production of a class show working in groups to demonstrate a concept or theory, utilizing
visual aids and fun costumes -1 -16 -2 13
Comic or funny phrase randomly placed throughout an extensive homework assignment 4 10 -8 12
A peer with a friendly attitude and warm personality 11 4 15 12
Lessons with clear objectives; students always know the purpose of topic and it's application 3 -13 7 11
Teachers always bring a humorous spirit to class 6 3 4 11
Do math with a pet; share the funny story to the class 2 7 -9 10
Create a song using a fun or well-known tune to help memorize formulas and theories 5 21 -11 10
Teacher provides a humorous approach using stories from experience to teach the lesson. 4 -3 3 10
Incorporation of dance in math classes -2 10 -19 9
Teachers frequently think of humorous ways to better their styles of teaching and problem-
solving for each lesson to fit into each unique class of students 2 -7 3 7
School is equipped with a modern computer facility 7 23 4 -5
A thoroughly capable peer in explaining and simplifying complex or difficult concepts 1 -3 11 -8
School provides an award system to encourage student learning (e.g. honors pin, speech) 5 33 -3 -9
School promotes different after-school math related activities (e.g. math team, competitions...) 0 15 5 -20
20
21. Intimidated Intimidated Curious Excited Skeptical Tense
Progress reports and report cards sent to the student's home containing both the
student's academic and classroom progress 8 8 1 6 3
Incorporation of dance in math classes 7 4 0 10 6
Lessons featuring discussion groups and student presentations 7 14 -2 6 2
Curious
Playing fun games of any sort to stimulate math thinking 0 15 13 -1 1
Lessons featuring discussion groups and student presentations 7 14 -2 6 2
Constant communication between teacher and parent to keep one another
updated on any potential problems 5 13 5 1 3
Excited
Teachers always bring a humorous spirit to class -2 9 15 6 -1
School is equipped with a modern computer facility 0 2 15 6 3
A peer with a friendly attitude and warm personality 2 5 14 7 0
Skeptical
Lively and fun up-beat music in hallways between class periods 2 4 8 11 2
Incorporation of dance in math classes 7 4 0 10 6
The classrooms are outfitted with humorous and math-inspired objects (e.g.
posters, murals) 2 8 8 9 1
Tense
Incorporation of dance in math classes 7 4 0 10 6
School promotes different after-school math related activities (e.g. math team,
competitions...) 3 4 8 6 5
School provides an award system to encourage student learning (e.g. honors pin,
speech) -2 6 12 5 4
21
22. You meet a high school student in a class.
How do you find the right teaching
approach for that particular student?
Or: uncover mind-set to correctly classify
a student you never met before?
Imagine education .. With this deep
knowledge of each student!!
22
31. Addressable Minds for teaching math to high
school students identifies three distinct segments
with each segment having different hot buttons
Schools across US can adapt the use of this
technique to improve attitude towards learning
math ….as well as to make teaching process more
effective
31
32. Dr. Howard Moskowitz.
Addressable Minds Inventor, honored by the scientific community,...
• Is the President of Moskowitz Jacobs Inc. and holds a
Ph.D. in Experimental Psychology from Harvard
University.
• Won two of the most prestigious awards in market
research
• 2005 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.
• 2010 Walston Chubb Award for Innovation across all
sciences, Sigma Xi, The Scientific Research Society,
international Awarded for Mind Genomics: The science
underlying the technology discussed in this presentation