Project TeamMatt Afzali

Tanner BrandimarteChelsea EspositoAnthony Iannitelli

Math 110Final Report – December

2011Survey and Analysis for

A New Baseball Team

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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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The following is an example of getting people to become fans of a new baseball team

A baseball team is nothing without their fans

There are many reasons why a person chooses which team to become a fan of

The baseball team’s marketing and advertising to ordinary people needs to know what is needed to increase it’s fan base for a new team

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 was invented by a man who is honored by the scientific community, Dr. Howard Moskowitz.

Dr. Howard Moskowitz 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.

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Dr. Howard Moskowitz.•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 Award

•2010 Walston Chubb Award for Innovation across all sciences, Sigma Xi, The Scientific Research

Society, international Awarded for Mind Genomics:

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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

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The Survey begins with an orientation screen

An Addressable Minds Survey is a survey of key ideas for finding out the elements for a person to become a fan of a new baseball team

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 become a fan of a new baseball team in the MLB

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Survey Overview 52 Individuals responded

Assess two major aspects of messages◦ Does it convince a prospect to become a fan?◦ 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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Create Addressable Minds messaging for Fan base for a New Baseball Team

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DEVELOP SURVEY QUESTIONS

Potential fans

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

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Each respondent evaluates 48 unique combinations of elementsFirst on overall interest

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Then selects a single emotion

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What convinces?

What drives feelings?

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Total Panel – Interested in a team that will win with affordable prices at the stadium

Messaging for one isn’t necessary going to appeal to the other…and could

actually hurt15

Fanatics!

60%

Casual Fans

40%

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(Seg1) : Casual Fans

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(Seg2): Fanatics

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

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DEVELOP SURVEY QUESTIONS

Potential fans

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

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The Baseball fan 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_Baseball/index.htm

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The Baseball Fan Segmentation Wizard– Online example

More Screen Shots of the Baseball Fan Segmentation Wizard

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Conclusions Two Segments discovered by Addressable Minds point to the

need for 2 individual messaging groups which are Fanatics and Casual fans.

Conclusion => You can improve messaging...but you have to◦ Know the segmentation◦ Give the right message to the right segment !