Project Team Matt Afzali Tanner Brandimarte Chelsea Esposito Anthony Iannitelli Math 110 Final Report – December 2011 Survey and Analysis for A New Baseball Team

2 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

3 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. 4

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 market research 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: 5

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

7 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 8

 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’ 9

Create Addressable Minds messaging for Fan base for a New Baseball Team 10 DEVELOP SURVEY QUESTIONS Potential fans ANALYZED SURVEY RESULTS → Addressable Minds INTERNET IdeaMap™ SUY SURVEY IDENTIFY TARGET MARKET MARKET SEGMENTATIONSEGMENTATION WIZARD MARKETING PHRASES 10 – 15 minutes

11 Each respondent evaluates 48 unique combinations of elements First on overall interest

12 Then selects a single emotion

13 What convinces? What drives feelings?

14 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 hurt 15 Fanatics! 60% Casual Fans 40%

16 (Seg1) : Casual Fans (Seg1) : Casual Fans

17 (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 18 DEVELOP SURVEY QUESTIONS Potential fans 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

19 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 all2011_Baseball/index.htm

20 The Baseball Fan Segmentation Wizard– Online example

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24 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 !