Project TeamDaniella AryehShana Hecht

Kinga Kowalewska

Math 110Final Report – May 9, 2011

Survey and Analysis forVoting!

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Topics

Identify a business or social issue to which surveying will get to the mind of the consumer

Addressable Minds… what is it, and how it works

Review the study process and the results and conclusions

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Social Issue

The core political power held by every citizen is their right to vote.

However, many people do not take advantage of that right.

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National Voter Turnout in Federal Elections: 1980–2008

Year Population Population Turnout Population (%)

2008 231,229,580 132,618,580 58.6%

2004 221,256,931 122,294,97855.3 %

2000 205,815,000 105,586,274 51.3%

1996 196,511,000 96,456,345 49.1%

1992 189,529,000 104,405,155 55.1%

1988 182,778,000 91,594,693 50.1%

1984 174,466,000 92,652,680 53.1%

1980 164,597,000 86,515,221 52.6%

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ABOUT ADDRESSABLE MINDS

Addressable Minds is a scientific, actionable form of “predictive consumer intelligence” for business and social issues accurately defining consumer attitudes and preferences both stated and unstated.

It has been described by Malcolm Gladwell and others as discovering the “DNA of the Consumers Mind”.

This patented science created by Dr. Howard Moskowitz, author of “Selling Blue Elephants” (Wharton Press) and the Wharton Business School has achieved critical acclaim and financial success across: product design and development, consumer messaging, more effective consumer engagement physically and

digitally.

Dr. Howard Moskowitz.Addressable Minds Inventor, honored by the scientific community,...

•Is the Chairman of iNovum, a graduate of Queens College and holds a Ph.D. in Experimental Psychology from Harvard

University.

•Won two of the most prestigious awards in marketresearch

•2005 Charles Coolidge Parlin Marketing Research AwardThe “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 used in this Math 110 course.

Addressable Minds

Psychographic Segmentation - Social Class - Lifestyle Type - Personality Type

Behavioral Segmentation - Product Usage - Brand Loyalty - Attitudinal

Demographic Segmentation - Age - Gender - Income

Addressable Minds

Cuts across traditional segmentation & detects hidden preferences

Create Addressable Minds messaging for Voting

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DEVELOP SURVEY QUESTIONS

Potential Voters

ANALYZED SURVEY RESULTS → Addressable Minds

INTERNET IdeaMap™SUY SURVEY

IDENTIFY TARGET MARKET

Total Sample

Seg 1 Self Driven Online

Banking Seekers

Seg 2 Technology/

High Security Seekers

Seg 3 Collaborative

Online Seekers

Seg 4 Personal Touch with Technology

Base Size: (267) (105) (50) (59) (53) Constant: 31 34 28 31 26

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

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

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., loan application) delivered to you via e-mail, text or instant messaging

1 6 -4 -3 0ON2 No more paper mail... We will send you statements and images of

transactions securely by email -2 5 -17 -5 2ON1 We allow you to pay bills securely using your mobile devices (cell

phone, PDA, Blackberry, etc.) -4 2 -13 -9 -2

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

Online Collaborative

Online Other

In-Branch Recognition

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

MARKET SEGMENTATION SEGMENTATION WIZARDMARKETING PHRASES

10 – 15 minutes

Addressable Minds’ underlying scienceuses standard Science and Mathematics

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DEVELOP SURVEY QUESTIONS

Potential Voting

ANALYZED SURVEY RESULTS → Addressable Minds

INTERNET IdeaMap™SUY SURVEY

IDENTIFY TARGET MARKET

Conjoint analysisOrdinary Least Squares Regression

Discriminant Function Analysis

Experimental Design – Stimulus/Response

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A Survey Was Performed by the Team in the area of Voting.

To serve as a learning vehicle for the application Addressable Minds to a practical business or social issue

Sufficient to show the power of the method

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SURVEY OVERVIEW(1 of 2)

An Addressable Minds Survey is a survey of key ideas for voting encouragement to prospects

Survey conducted on March 30, 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 vote.

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SURVEY OVERVIEW(2 of 2)

51 Individuals responded

Assess two major aspects of messages Does it convince a prospect to vote? How does it make the prospect feel?

Data reveals the mind-sets of respondents across the United States, as well as ‘what works, what doesn’t.’

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The Survey begins with an orientation screen …

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Each respondent evaluates 48 unique combinations of elementsFirst on overall interests…

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Then selects a single emotion

There are three unique segments Different Voters – Different Approach

Messaging for one isn’t necessary going toappeal to the other…and could actually hurt!

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Happy Voters

43%

American Values

24%

Social Consciousness

33%

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Total Panel – The Total Panel’s Interest is Different From That in Each of Three Identified Segments

1) How likely are you to vote based on this information?<-- Not likely at all           Very Likely- ->

1        2         3        4        5        6        7        8        9

Sorted by Total Sample : Highlighted >+9 winners & <-9 losersTotal

Sample

Base Size 51Constant 83

Minimize the restrictions on individual freedom contained in the Patriot Act 3Return to basic mortgage practices… ensure that people can meet their lending obligations 3

No more searching for your districts locations… vote no matter where you are 3

Support tougher regulations on emission requirements... keep our environment safe 2

Be the change you want to see in the world 2You can even vote via and absentee ballot if you are not in the country 0It is our responsibility to ensure the safety of neighboring countries -9Increased progressive tax so the rich can pay their dues -10Pro life when it comes to abortion… every embryo has the right to live -10Eliminate carbon dioxide vehicles… only use renewable energy -11Modernize and simplify… promote centralized health insurance -11Parents have options to send their children to smaller schools -12Keep abortion safe, legal, and rare -15

The Federal Government should be able to determine the countries marijuana laws -18

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Segment 1- HAPPY VOTERSFocus More on the Freedom of Choice

1) How likely are you to vote based on this information?<-- Not likely at all           Very Likely- ->

1        2         3        4        5        6        7        8        9

Sorted by Total Sample : Highlighted >+9 winners & <-9 losersTotal

Sample

SEG 1 OF 3- Happy

Voters

SEG 2 OF 3-Social

Consciousness

SEG 3 OF 3-American

Values

Base Size 51 22 17 12Constant 83 100 57 89

We will keep track of all voting deadlines and send you reminders in a way most convenient for you -3 8 -1 -13

Come to community meetings before elections to learn about each side of the issues -4 5 -3 -22

Eliminate carbon dioxide vehicles… only use renewable energy -11 4 5 -3Privately owned companies should have the right to determine their own hiring standards -2 -36 13 5

Pro life when it comes to abortion… every embryo has the right to live -10 -37 5 9Import improved fuel efficient cars from other countries at a lower cost -7 -40 2 -9

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1) How likely are you to vote based on this information?<-- Not likely at all           Very Likely- ->

1        2         3        4        5        6        7        8        9

Sorted by Total Sample : Highlighted >+9 winners & <-9 losersTotal

Sample

SEG 1 OF 3- Happy

Voters

SEG 2 OF 3-Social

Consciousness

SEG 3 OF 3-American

Values

Base Size 51 22 17 12Constant 83 100 57 89

No job discrimination based on sexual orientation -2 -12 19 -10Keep abortion safe, legal, and rare -15 -5 17 -1Your Vote counts -2 -12 14 -5

Come to community meetings before elections to learn about each side of the issues -4 5 -3 -22

You can even vote via and absentee ballot if you are not in the country 0 -4 -4 -14Modernize and simplify… promote centralized health insurance -11 -15 -5 -3

Segment 2- SOCIAL CONSCIOUSNESSStrongly opinionated about the social issues

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1) How likely are you to vote based on this information?<-- Not likely at all           Very Likely- ->

1        2         3        4        5        6        7        8        9

Sorted by Total Sample : Highlighted >+9 winners & <-9 losersTotal

Sample

SEG 1 OF 3- Happy

Voters

SEG 2 OF 3-Social

Consciousness

SEG 3 OF 3-

American Values

Base Size 51 22 17 12Constant 83 100 57 89

Flat tax for everyone -1 -9 9 16Return to basic mortgage practices… ensure that people can meet their lending obligations 3 -16 10 16

Hire more teachers for better schools... children can have more individual attention -2 -5 4 13

Come to community meetings before elections to learn about each side of the issues -4 5 -3 -22

If the traditional ballot is not for you... there are numerous new ways to vote -6 -18 7 -25It is our responsibility to ensure the safety of neighboring countries -9 -25 8 -31

Segment 3- AMERICAN VALUES Strong Traditional Values and

Customs

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The Voting Segmentation Wizard– Online Example

The Segmentation Wizard is a short survey with the questions derived from the full survey to identify segment membership

http://www.mjiweb.com/mjitt/QC_Voter/index.htm

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The Voting Segmentation Wizard– Online Example

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ConclusionsOne must give the right message to the right

segment. It is best to use the messages that each segment commonly feels passionate about.

By using our research, you will be able to increase voting registration and voting turnout by at least a good 10% or more!!!