Project Team Ambersley, Dillon Mitchell, Robert Rojas-Torres, Blas Vazquez, Israel Upward Bound Final Report – December 2011 Survey and Analysis for Increasing Movie tickets sales

2 Topics Identify a business 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 People are using different outlets to see movies such as DVDs, Netflix, cable TV, downloads, home theaters… How can we make/convince people to come to the movie theaters? Our team of Upward Bound students wants to find out what to say & how to say it to potential movie goers.

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

Addressable Minds Approach 7 DEVELOP SURVEY QUESTIONS Potential movie goers 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 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 Potential movie goers

9 A Survey Was Performed by the Team in the area of chocolate To serve as a learning vehicle for the application Addressable Minds to a practical business issue Sufficient to show the power of the method

SURVEY OVERVIEW  An Addressable Minds Survey is a survey of key ideas for movie theaters  Survey conducted on November 23, 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 people to go to movie theaters 10

SURVEY OVERVIEW 52 Individuals responded The main question asked in the survey:  How likely are you to go to this movie theater based on this information? 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 What convinces? What drives feelings?

15 Total Panel – likes bargains and quality movie experience

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

Team identified two unique segments Different People – Different Approach Messaging for one isn’t necessary going to appeal to the other…and could actually hurt 17 Comfort Seeker 23% Penny Pincher 77%

18 Penny Pinchers (Seg1) 18

19 Respond well to messages that describe various discounts and bargains Every Friday from 5 p.m. to 1a.m. tickets are half price Buy 2 tickets get 1 free Every 5th time you go the movies is free React negatively to messages regarding extra- features of movie theaters like games or food Catch a movie in a mall A wide selection of fast foods to enjoy during a movie Arcade room with the latest games

20 Comfort Seeker (Seg2)

21 Respond well to messages that describe comfortable conditions of a theater Ideal heating system to keep you warm in the winter Surround sound makes you feel like you are inside the movie Plenty of leg room for your comfort React negatively to messages about healthy food and arcade games Arcade room with the latest games Now serving healthy foods at our concession stands

22 Conclusions/Recommendations Movie theaters could increase their ticket sales if they change their advertising campaigns. The new advertisement would include the top-rated messages identified in Movie theater survey. Two segments discovered by Addressable Minds point to the need for 2 individual messaging groups. If the right messages are given to the right people sales of movie tickets would go up.