MODULE 7 FINAL REPORT EXAMPLE Math 110 Brought to life with Addressable Minds

Project Team Cristal Escobar Kristen Gruenfelder Qing Zhou Math 110 Final Report – Spring 2012 Survey and Analysis for Hiring an Entertainer 2 2© 2012

3 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 © 2012

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9 What makes people want to hire an entertainer? Many people attend parties, social events, and etc. Some even hold events of their own. But… at first thought, not many people think of hiring professional entertainers. An entertainment company needs to know what to say and how to say it to increase bookings. © 2012

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. 10© 2012

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 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 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. 11© 2012

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 12 © 2012

Create Addressable Minds messaging for hiring an entertainer 13 DEVELOP SURVEY QUESTIONS Potential Entertainer ANALYZED SURVEY RESULTS → Addressable Minds INTERNET IdeaMap™ SUY SURVEY IDENTIFY TARGET MARKET MARKET SEGMENTATIONSEGMENTATION WIZARD MARKETING PHRASES 10 – 15 minutes 13© 2012

Addressable Minds’ underlying science uses standard Science and Mathematics 14 DEVELOP SURVEY QUESTIONS Potential Entertainer ANALYZED SURVEY RESULTS → Addressable Minds INTERNET IdeaMap™ SUY SURVEY IDENTIFY AREA OF STUDY Conjoint analysis Ordinary Least Squares Regression Discriminant Function Analysis Experimental Design – Stimulus/Response 14© 2012

15 A survey was performed by the team in the area of entertainment 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 15© 2012

SURVEY OVERVIEW (1 of 2)  An Addressable Minds Survey is a survey of key ideas for hiring entertainment.  Survey conducted on April 4th – 10th in 2012 : ◦ Population Ages 18 and over of Males/Females across the U.S.  The team created key marketing and advertising messaging with the intent to entice the survey taker to hire a professional entertainer for their next event. 16 © 2012

SURVEY OVERVIEW (2 of 2) 53 Individuals responded Assess two major aspects of messages – Does it convince a prospect to hire? – 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 17 © 2012

18 The Survey begins with an orientation screen 18© 2012

19 Each respondent evaluates 48 unique combinations of elements First on overall interest 19© 2012

20 Then selects a single emotion 20© 2012

21 What convinces? What drives feelings? © 2012

22 Total Panel – Interested in quality entertainment for a great price 22© ) How likely are you to hire this entertainment company based on this information? Highlighted >+9 winners & <-9 losers Sorted by Total Sample 100% Base Size53 Constant4 Praised in newspapers and magazines for reliability and our skilled performers 19 Free photographer available so you can put the camera down and enjoy your party 15 Our magic shows use music, live animals, and audience participation to keep you guessing and entertained 14 Our DJs will pump out the best jams of your choice and provide humor throughout the night 13 Let your house be the best for the annual block party, our performers are sure to draw people in 13 Hire two performers for the price of one for more entertainment and great savings 13 High (five star) customer rating from every person who has ever hired us 13 Give the kids a break from school work and have us entertain at your school assemblies and campus events 12 Coupons are available if referred through another customer so be sure to chat with your friends 12 Our face painters use hypoallergenic makeup to draw on some amazing designs that wash off easily later 9 Our performers will provide their own supplies with no additional cost to you 9 All in One 8 Perfect Parties 8 Performers dress well and have professional appeal for all occasions 8 Party Solvers 7 Our talented performers will definitely draw in donations for your church or charity events 6

23 The Total Panel’s interest is different from that in the two identified segments © ) How likely are you to hire this entertainment company based on this information? Highlighted >+9 winners & <-9 losers Sorted by Total Sample Attention givers: the party goers Attention seekers: the party planners 100% 68%32% Base Size Constant Praised in newspapers and magazines for reliability and our skilled performers Free photographer available so you can put the camera down and enjoy your party Our magic shows use music, live animals, and audience participation to keep you guessing and entertained Our DJs will pump out the best jams of your choice and provide humor throughout the night Let your house be the best for the annual block party, our performers are sure to draw people in Hire two performers for the price of one for more entertainment and great savings High (five star) customer rating from every person who has ever hired us13822 Give the kids a break from school work and have us entertain at your school assemblies and campus events Coupons are available if referred through another customer so be sure to chat with your friends Our face painters use hypoallergenic makeup to draw on some amazing designs that wash off easily later 9107 Our performers will provide their own supplies with no additional cost to you 9516 All in One8222 Perfect Parties813-2 Performers dress well and have professional appeal for all occasions8219 Party Solvers7511 Our talented performers will definitely draw in donations for your church or charity events 6217

There are two unique segments Different party people, different approach Messaging for one isn’t necessary going to appeal to the other…and could actually hurt Attention givers: The party goers 68% Attention seekers: The party planners 32% 24© 2012

25 Segment 1 – Interested in going to the parties and enjoying the entertainment put in front of them © ) How likely are you to hire this entertainment company based on this information? Highlighted >+9 winners & <-9 losers Sorted by Total Sample Attention givers: the party goers Attention seekers: the party planners Base Size Constant Our magic shows use music, live animals, and audience participation to keep you guessing and entertained Our DJs will pump out the best jams of your choice and provide humor throughout the night Our dancers work with a variety of genres of music and are especially great for cultural events Our clowns can do tricks, play games with the audience, and are sure to make all of your guests laugh Perfect Parties Well known in the tri-state area, has local fame amongst young and old in New York 12 9 Celebrate a child's party with our friendly entertainers who work great with kids 11 Hire two performers for the price of one for more entertainment and great savings Our talented performers will definitely draw in donations for your church or charity events 6217 Won multiple awards for outstanding performance Tipping your performer is optional, not mandatory, so you won't have an empty wallet afterwards Great advertising campaign and website design that draws buyers in 9030 Goodie bags and / or gifts for guests by request 311 Our entertainers are easy to get along with and great with people of all ages 28 Good Times Productions Bring in new customers at your job's office event with our highly entertaining performers 5-321

© Attention givers: the party goers Turn ons: Magic shows using music, live animals, and audience participation DJs pumping out the best jams Dancers for a variety of genres of music They want to be entertained and have a great time, they’re not the ones hiring a performer. Turn offs: Bringing in customers at an office event Goodie bags and gifts Great advertising campaign

Segment 2 – Interested in throwing the party of the year that everyone will enjoy and remember 27© ) How likely are you to go to this resort? Sorted by Total Sample : Highlighted >+9 winners & <-9 losers Sorted by Total Sample Attention givers: the party goers Attention seekers: the party planners Base Size Constant Praised in newspapers and magazines for reliability and our skilled performers Let your house be the best for the annual block party, our performers are sure to draw people in Great advertising campaign and website design that draws buyers in9030 Give the kids a break from school work and have us entertain at your school assemblies and campus events Won multiple awards for outstanding performance10128 Free photographer available so you can put the camera down and enjoy your party Great reviews from multiple customers and agencies High (five star) customer rating from every person who has ever hired us13822 Our dancers work with a variety of genres of music and are especially great for cultural events Send in the Clowns561 Our sideshow performers will whip up the craziest acts from fire breathing to sword swallowing 34 Perfect Parties813-2 Our magic shows use music, live animals, and audience participation to keep you guessing and entertained If you make a down payment, you may refund if unsatisfied with your party or change the date if necessary 14-8 Our clowns can do tricks, play games with the audience, and are sure to make all of your guests laugh Tipping your performer is optional, not mandatory, so you won't have an empty wallet afterwards -30-9

© Attention seekers: the party planners Turn ons: Praised in newspapers and magazines Performers will draw people in for your parties The website draws buyers in They’re willing to pay entertainers a great price for a quality performance that no one will forget… the party of the century! Turn offs: Tipping the performer is optional Clowns interact with the audience May refund if unsatisfied with the party

© How do you feel when you read these messages? UncertainIntimidatedCuriousEagerConfident Uncertain Send in the Clowns Will travel the distance to your party: across the tri-state area Party Solvers Intimidated Our sideshow performers will whip up the craziest acts from fire breathing to sword swallowing Tipping your performer is optional, not mandatory, so you won't have an empty wallet afterwards Our clowns can do tricks, play games with the audience, and are sure to make all of your guests laugh Curious Give the kids a break from school work and have us entertain at your school assemblies and campus events Bring in new customers at your job's office event with our highly entertaining performers Praised in newspapers and magazines for reliability and our skilled performers Eager Free photographer available so you can put the camera down and enjoy your party51796 Our talented performers will definitely draw in donations for your church or charity events80694 Goodie bags and / or gifts for guests by request71992 Confident Our DJs will pump out the best jams of your choice and provide humor throughout the night Our face painters use hypoallergenic makeup to draw on some amazing designs that wash off easily later Our clowns can do tricks, play games with the audience, and are sure to make all of your guests laugh Emotions: How do you feel when you read these messages?

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 30 DEVELOP SURVEY QUESTIONS Potential Entertainer ANALYZED SURVEY RESULTS → Addressable Minds INTERNET IdeaMap™ SUY SURVEY IDENTIFY TARGET MARKET SEGMENTATION WIZARD 10 – 15 minutes Segmentation Wizard consists of 3 or 4 elements identified in the in-depth 10 – 15 minute survey 30© 2012

31 The Entertainment Segmentation Wizard– Online example The Segmentation Wizard is a short survey with the questions derived from the full survey to identify segment membership © 2012

32 The Entertainment Segmentation Wizard– Online example © 2012

33 The Entertainment Segmentation Wizard– Online example © 2012

34 The Entertainment Segmentation Wizard– Online example © 2012

35 The Entertainment Segmentation Wizard– Online example © 2012

36 The Entertainment Segmentation Wizard– Online example © 2012

37 Conclusions/Recommendations The two segments discovered by Addressable Minds point to the need for two separate messaging groups: party hosts and party goers We can’t make all people want to have parties, but with a quality performance the guests will gladly spread the name around to the people that do. Conclusion => You can improve messaging...but you have to – Know your audience – Give the right message to the right segment © 2012

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