Project Team Sapphire Drummond Jasdeep Kaur Samantha Mattsson Meagan Smith Math 110 Final Report – December 2011 Survey and Analysis for attracting Gym members

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 BUSINESS ISSUE There are many gyms available for use for the public. However very few people make use of the opportunity to join a gym and stay healthy and fit.

4 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.

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

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

CREATE ADDRESSABLE MINDS MESSAGING FOR A GYM 7 DEVELOP SURVEY QUESTIONS Potential Gym Members ANALYZED SURVEY RESULTS → Addressable Minds INTERNET IdeaMap™ SUY SURVEY IDENTIFY TARGET MARKET MARKET SEGMENTATIONSEGMENTATION WIZARD MARKETING PHRASES 10 – 15 minutes

ADDRESSABLE MINDS’ UNDERLYING SCIENCE USES STANDARD SCIENCE AND MATHEMATICS 8 DEVELOP SURVEY QUESTIONS Potential Gym Members ANALYZED SURVEY RESULTS → Addressable Minds INTERNET IdeaMap™ SUY SURVEY IDENTIFY TARGET MARKET Conjoint analysis Ordinary Least Squares Regression Discriminant Function Analysis Experimental Design – Stimulus/Response

9 A SURVEY WAS PERFORMED BY THE TEAM IN THE AREA OF A GYM 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

SURVEY OVERVIEW (1 OF 2)  An Addressable Minds Survey is a survey of key ideas for encouraging people to join the gym.  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 join a gym. 10

SURVEY OVERVIEW (2 OF 2) 53 Individuals responded Assess two major aspects of messages Does it convince a prospect to join a gym? 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

12 The Survey begins with an orientation screen

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

14 Then selects a single emotion

15 WHAT CONVINCES? WHAT DRIVES FEELINGS?

16 TOTAL PANEL – INTERESTED IN NO ENROLLMENT FEE AND NOT CONCERNED WITH SPECIFIC FIELD ACTIVITIES 1) How likely are you to join our gym? Sorted by Total Sample : Highlighted >+9 winners & <-9 losers Sorted by Total Sample Base Size53 Constant-6 No enrollment fee 25 Take part in one of our 50 different classes (yoga, spinning, zumba etc) 22 Come workout with our brand new fitness equipment 21 Not sure if you want to join...sign up for a week free membership 20 Feeling some pain…come get a massage from our wonderful masseuses 20 Low monthly cost just 30 dollars a month 20 Free childcare while you workout 7 Mommy and me classes with a variety of times to suite working parents 5 Spin away while watching a movie in our luxiours fitness theater 4 Keep your child active after school with enjoyable activities 3 Pick up some basketball games on one of our three courts. 2 Play a game of baseball on our state of the art baseball diamond -7

17 THE TOTAL PANEL’S INTEREST IS DIFFERENT FROM THAT IN EACH OF THREE IDENTIFIED SEGMENTS

THERE ARE THREE UNIQUE SEGMENTS DIFFERENT GYM MEMBERS – DIFFERENT APPROACH Messaging for one isn’t necessary going to appeal to the other…and could actually hurt 18 Fitness Seekers 53% Money Cautious 23% Motivational Seekers 25%

19 GYM (SEG1) – INTERESTED IN GETTING FIT.

FITNESS SEEKERS 20 53% of survey takers; the fitness seekers are interested in: A wonderful massage after a tough workout. One on one time with private trainer. The numerous Fitness classes offered daily.

21 FITNESS (SEG2) – INTERESTED IN MOTIVATIONAL PROGRAMS

22 A relaxing Sauna after a tough workout Open 24/7 so members can work out at any time 25% of survey takers; the motivational seekers are interested in:

MONEY CONSCIOUS (SEG3)- INTERESTED IN SAVING MONEY 23

MONEY SAVERS % of survey takers are Money Cautious Money Savers like : Low monthly cost Free childcare Weekly contests to win prizes

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 25 DEVELOP SURVEY QUESTIONS Potential Gym members 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

26 THE GYM SEGMENTATION WIZARD– ONLINE EXAMPLE THE SEGMENTATION WIZARD IS A SHORT SURVEY WITH THE QUESTIONS DERIVED FROM THE FULL SURVEY TO IDENTIFY SEGMENT MEMBERSHIP

27 THE GYM SEGMENTATION WIZARD– ONLINE EXAMPLE

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30 CONCLUSIONS Three Segments discovered by Addressable Minds point to the need for 3 individual messaging groups Positive Emotions can be uncovered and subsequently reinforced in the marketing elements Conclusion => By using our research we can create and incorporate appropriate programs and commodities to encourage people to join a gym.