Project Team Darby Brandon Rebecca Heller Sammi Kris Andrea Samson Math 110 Final Report – Fall 2012 Survey and Analysis for Team Smartwear 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 Business Issue 100,000,000 Americans exercise enough to get health benefits But….there are not enough brands to fulfill the needs of the consumers We conducted this survey to show the Sportswear brands what to say to prospective consumers & how to say it to increase sales © 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. 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 Sportswear 7 DEVELOP SURVEY QUESTIONS Potential buyers for Sportswear 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 buyers for Sportswear 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 Sportswear 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 Sportswear 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 Sportswear 10 © 2012

SURVEY OVERVIEW 55 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 12© 2012

13 Each respondent evaluates 48 unique combinations of elements First on overall interest 13© 2012

14 Then selects a single emotion 14© 2012

15 What convinces? What drives feelings? © 2012

16 Total Panel – Interested in PRICE and FUNCTIONALITY. Not concerned with style. 16© ) How likely are you willing to buy this sportswear based on this information? Highlighted >+9 winners & <-9 losers Sorted by Total Sample Percentage Share of Total Sample 100% Base Size55 Constant6 Buy 2 get 1 FREE when purchasing online 27 Wicks (pulls) sweat from skin to help you stay dry 16 Improves posture with each wear 15 Will NOT break your budget 13 Free shipping on ALL online orders 13 Each garment runs true to size for a comfortable fit just for you 13 Our garments are 10% cheaper then our competitors 12 Light Weight body fit reduces bulk 11 Elasticity that lasts the lifetime of the garment 9 Available in "V" neck, "crew" neck and "scoop" neck for all preferences 3 Each garment is available in three different patterns for style variability 2 Has a Zip Pocket for chest storage 0 Available with either a Zipper, Half Zip, or Button Down

17 The Total Panel’s Interest is Different From That in Each of Two Identified Segments © ) How likely are you willing to buy this sportswear based on this information? Highlighted >+9 winners & <-9 losers Sorted by Total Sample Seg1 of 2Seg2 of 2 Percentage Share of Total Sample 100%51%49% Base Size Constant666 Buy 2 get 1 FREE when purchasing online Wicks (pulls) sweat from skin to help you stay dry Improves posture with each wear Will NOT break your budget Free shipping on ALL online orders Each garment runs true to size for a comfortable fit just for you Our garments are 10% cheaper then our competitors Light Weight body fit reduces bulk Elasticity that lasts the lifetime of the garment 9811 Our garment is reversable- two colors in one 9613 Better fit to increase comfort during your workout 9710 Our fabric is pre-shrunk to extend the garments life time 9216

There are two unique segments Different Consumers – Different Preference Messaging for one isn’t necessary going to appeal to the other…and could actually hurt 18 Functionality 49% Price Conscious 51% 18© 2012

19 Price Conscious (Seg1) – More interested in the price of Sportswear rather than in the functionality of the garment © ) How likely are you willing to buy this sportswear based on this information? Highlighted >+9 winners & <-9 losers Seg1 of 2 Base Size28 Constant6 Buy 2 get 1 FREE when purchasing online 38 Our garments are 10% cheaper then our competitors 21 Will NOT break your budget 19 Free shipping on ALL online orders 19 New deals available daily to keep more money in your pocket 10 Designed to move where you move 9 The more you spend the more you save on each purchased item 9 Each garment runs true to size for a comfortable fit just for you 9 Our fabric is pre-shrunk to extend the garments life time 2 Available in "V" neck, "crew" neck and "scoop" neck for all preferences 0 Each garment is available in three different patterns for style variability Has a Zip Pocket for chest storage -4 Available with either a Zipper, Half Zip, or Button Down -8

© Sportswear for Less Money(Segment 1) Turn-ons Concerned with deals like Buy 2 get 1 FREE Concerned with being 10% cheaper than competitors Concerned with FREE shipping Turn-offs Not concerned with varieties in patterns Don’t care for zipper choices

21 Functionality (Seg2) – Interested in the functionality of the garment rather than the price © ) How likely are you willing to buy this sportswear based on this information? Highlighted >+9 winners & <-9 losers Seg2 of 2 Base Size27 Constant6 Wicks (pulls) sweat from skin to help you stay dry 25 Improves posture with each wear 23 Light Weight body fit reduces bulk 18 Each garment runs true to size for a comfortable fit just for you 17 Buy 2 get 1 FREE when purchasing online 16 Our fabric is pre-shrunk to extend the garments life time 16 Our garment is reversable- two colors in one 13 Elasticity that lasts the lifetime of the garment 11 Flat Seams reduce skin irritation 11 Has a Zip Pocket for chest storage 4 Our garments are 10% cheaper then our competitors 2 Convenience of Machine Washability -2 New deals available daily to keep more money in your pocket -3 The more you spend the more you save on each purchased item -4

© Sportswear with multiple functions(Segment 2) Turn-ons Concerned with anti sweating material Interested in garments that improve posture Interested in lightweight garments Turn-offs New deals on sportswear Machine wash ability of garments

The “Segmentation Wizard” -- a 30 second shortcut survey, extracted from the 15 minute survey, identifies the segment membership of an individual 23 DEVELOP SURVEY QUESTIONS Potential Buyers for Sportswear 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 23© 2012

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

25 The Sportswear Segmentation Wizard– Online example © 2012

26 © 2012 The Segmentation Wizard Example

© The Segmentation Wizard Example

28 Conclusions/Recommendations Two Segments discovered by Addressable Minds point to the need for 2 individual messaging groups You can improve messaging...but you have to – Identify specific groups and know the different mindsets of consumers such as: price conscious and functionality – Know how to send the right message. Know what to say and what not to say © 2012