1

Turn Offs for the Deal Seekers

Kosher Food Options Kid’s Meal Deals (Popcorn, soda, and candy)

2

The Self-Indulgent (Seg3) – Interested in being comfortable

1) How likely are you to go to this movie theater based on this information?<-- Not likely at all                       Very likely - ->

1        2         3        4        5        6        7        8        9Sorted by Total Sample : Highlighted >+9 winners & <-9 losers

Total SampleSeg1 of 3 Seg2 of 3 Self-

Indulgent

Base Size 50 21 22 7

Constant 39 44 46 5

Isolated Smoking Sections -1 -10 -7 45

Couches in all 15 theaters -1 -14 -2 43

Guest Appearances featuring the stars of films during premier nights 8 7 -3 43

Waiter Service at the touch of a button 14 24 -4 40

Great tasting, nutritional food for the health conscious 7 11 -4 34

Listening Devices (Headphones, etc.) -1 -16 2 30

Heavily cushioned chairs for you to relax 3 -1 0 29

Enjoy a glass of ice cold beer with warm popcorn 3 17 -18 28

Handicap Access throughout the building 2 -10 6 25

Choose from 1 of our 15 theaters screening your favorite films 1 3 -8 25

Buy 1 ticket past 11 p.m., on the weekends, and watch movies into the morning hours 0 -3 -4 25

Great party deals for groups -7 -11 -9 9

Buy 5 tickets, Get 1 Free 7 4 10 8

Gluten free options available -5 0 -12 1

Watch movie premiers on the night they are released 4 7 3 -1

Our clean contemporary bathrooms have wheelchair accessible stalls -3 -18 12 -4

We have an easily accessible ATM -5 0 -10 -7

No cell phone reception within the theaters -8 -6 -10 -8

Our regularly cleaned bathrooms are stroller accessible and have changing tables -11 -16 -4 -14

Theaters are cleaned inbetween each viewing -10 -5 -7 -36

3

The Self-Indulgent This segment of comfort seekers are interested in having the best of the best. The like to hear about:-Couches-Waiter service-Good food- Cushioned chairs- Listening devices- Handicap access- A large theater

4

Turn Offs for the Self- Indulgent

Theaters cleaned between each movie viewing, Our regularly cleaned bathrooms are stroller accessible and equipped with changing tables.

The “Segmentation Wizard” is a 30 second shortcut survey that is extracted from the 15 minute survey and identifies

the segment membership of that individual

5

DEVELOP SURVEY QUESTIONS

Potential theater attendants

ANALYZED SURVEY RESULTS → Addressable Minds

INTERNET

IdeaMap™SUY SURVEY

IDENTIFY TARGET MARKET

No more paper mail – we will send you copies of statements by secure e-mail

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

No more paper mail – we will send you copies of statements by secure e-mail

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

SEGMENTATION WIZARD

10 – 15 minutes

Segmentation Wizard consists of 3 or 4 elements identified in the in-depth 10 – 15 minute survey

6

The movie theater 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_Movie2/index.htm

7

“How likely are you to go to this movie theater based on this information… Isolated Smoking Sections?”

Not At All, Some What, or Very Much

8

“How likely are you to go to this movie theater based on this information… Waiter service at the touch of a button?”

Not At All, Some What, or Very Much

9

You fall under the segment… Family Oriented.

10

To Conclude…• We placed our survey takers into 3 segments. We differentiated

the 3 segments as Family Oriented, Deal Seekers, and the Self-Indulgent.

• Positive Emotions can be uncovered and subsequently reinforced in the marketing elements

• You can improve messaging...but you have to– Know the segmentation (Be able to identify your survey takers with each

other and separate them into groups)– Give the right message to the right segment (Understand what appeals to

who)