Project Team Sabeena Khan Rafaela Lira David Maldonado Stephanie Salales Math 110 Final Report – Fall 2012 Survey and Analysis for Organic Yogurt 1 1© 2012

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 © 2012

3  There has been a recent explosion in the demand for organic yogurt  But….there are many competitors trying to capture the largest part of this market  Our Organic Harmony yogurt company has been hired to take advantage of this recent demand for organic yogurt

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. 4© 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. 5© 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 6 6© 2012

Create Addressable Minds messaging for Organic Yogurt 7 DEVELOP SURVEY QUESTIONS Potential Business For Organic Yogurt ANALYZED SURVEY RESULTS → Addressable Minds INTERNET IdeaMap™ SUY SURVEY IDENTIFY AREA OF STUDY MARKET SEGMENTATIONSEGMENTATION WIZARD MARKETING PHRASES 10 – 15 minutes 7© 2012

Addressable Minds’ underlying science uses standard Science and Mathematics 8 DEVELOP SURVEY QUESTIONS Potential Business for Organic Yogurt 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 8© 2012

9 A Survey Was Performed by the Team in the area of Organic Yogurt 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 9© 2012

SURVEY OVERVIEW  An Addressable Minds Survey is a survey of key ideas for Organic Yogurt college advertising to prospects  Survey conducted on November 7, 2012 : ◦ 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 buy organic Harmony Yogurt. 10 © 2012

SURVEY OVERVIEW 50 Individuals responded Assess two major aspects of messages – Does it convince a prospect to buy? – 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’ 11 © 2012

12 The Survey begins with an orientation screen PUT YOUR WELCOME SCREEN HERE 12© 2012

13 Each respondent evaluates 48 unique combinations of elements First on overall interest PUT YOUR SAMPLE SCREEN HERE 13© 2012

14 Then selects a single emotion PUT YOUR SAMPLE SCREEN HERE 14© 2012

15 What convinces? What drives feelings? © 2012

16 The Total Panel’s Interest is Different From That in Each of Three Identified Segments © 2012

There are three unique segments Different Yogurt-lovers – Different Approach Messaging for one isn’t necessary going to appeal to the other…and could actually hurt 17 Health Conscious 31% Environmentally concerned 16% Concerned with ingredients 53% 17© 2012

18 Health Conscious – Interested in being healthy and living a healthy lifestyle. © 2012

19 Convenience and Health Turn-ons Now available with a resealable cap for your convenience high quality taste at an affordable price Contains Probiotics to help digest food, make vitamins, and help protect against harmful pathogens. New Packaging preserves the fresh taste you love Turn-offs Available in an array of all your favorite flavors! Delightful taste that will make your taste buds tingle

20 Concerned with Ingredients – Interested in having fresh ingredients. © 2012

21 Concerned with Ingredients Turn-ons Made only with the best ingredients to provide top quality Because we only use real fruit Contains your favorite fresh fruit at the bottom Turn-offs Nutritional information approved by the FDA available on every container! concerned with business skills yet Available for your convenience in a variety of different size containers

22 Taste/Environmentally concerned– Interested in the environment and taste © 2012

23 Taste/ Environmentally concerned Turn-ons Because you deserve our delicious home- made recipe! Our soil, rivers, drinking water and air also benefit from organic agriculture Comes in environmentally friendly recycled packaging Turn-offs Now offering codes inside every pack so that you can get 15% off your next purchase An easy way to lower cholesterol

The “Segmentation Wizard” -- a 30 second shortcut survey, extracted from the 15 minute survey, identifies the segment membership of an individual 24 DEVELOP SURVEY QUESTIONS Potential Business and Organic Yogurt ANALYZED SURVEY RESULTS → Addressable Minds INTERNET IdeaMap™ SUY SURVEY IDENTIFY AREA OF STUDY SEGMENTATION WIZARD 10 – 15 minutes Segmentation Wizard consists of 3 or 4 elements identified in the in-depth 10 – 15 minute survey 24© 2012

25 The Organic Yogurt Segmentation Wizard– Online example The Segmentation Wizard is a short survey with the questions derived from the full survey to identify segment membership © C_Fall_2012_Yogurt.htm

26 © 2012 The Segmentation Wizard Example

27 © 2012

28 Conclusions/Recommendations Three Segments discovered by Addressable Minds point to the need for 3 individual messaging groups Learned what information is useful in selling product to customers and what information is not. Get to know your consumer You can improve messaging...but you have to – Know the segmentation – Give the right message to the right segment © 2012