Computers Final Report.ppt
- 1. Math 110 Brought to life with Addressable Minds FINAL REPORT – DECEMBER 2011 COMPUTERS Project Team Jiwani, Shifa Leakey, Lauren Preciado, Gabirela Wong, Nicole
- 2. Discussion • 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 © 2011 2
- 3. Business Issue • An increased number of people are looking into computer purchasing • But….there are fewer people interested in the standard computers offered • The computer company needs to to know oWhat perspective consumers are interested in oHow to increase sales © 2011 3
- 4. About Addressable Minds • Addressable Minds is a patented scientific process created by Dr. Howard Moskowitz. • It helps define consumer attitudes and preferences. • Allows us to understand, enhance and utilize: – product design and development, – consumer messaging, – more effective consumer engagement physically and digitally. © 2011 4
- 5. Dr. Howard Moskowitz. Addressable Minds Inventor, honored by the scientific community... h.D. in Experimental Psychology from Harvard University. 005 Charles Coolidge Parlin Marketing Research Award he “Nobel Prize” of Market Research © 2011
- 6. Addressable Minds Cuts across traditional segmentation & detects hidden preferences Behavioral Segmentation - Product Usage - Brand Loyalty - Attitudinal Addressable Minds Psychographic Segmentation - Social Class - Lifestyle Type - Personality Type Demographic Segmentation - Age - Gender - Income © 2011 6
- 7. Create Addressable Minds messaging for Computers IDENTIFY TARGET MARKET DEVELOP SURVEY QUESTIONS INTERNET 10 – 15 minutes INTERNET SURVEY IdeaMap™ Computers IdeaMap™ ANALYZED SURVEY RESULTS → Addressable Minds MARKET SEGMENTATION MARKETING PHRASES SEGMENTATION WIZARD Total Seg 1 Self Seg 2 Seg 3 Seg 4 Personal Sample Driven Online Technology/ Collaborative Touch with Banking High Security Online Seekers Technology Seekers Seekers Base Size: (267) (105) (50) (59) (53) Constant: 31 34 28 31 26 Online Collaborative OC1 Connect online in 'real time' with a customer rep via instant No more paper mail – we will send you copies of statements by secure e-mail messaging, voice over IP or video conferencing via your computer 0 2 2 5 -13 OC3 Faster loan application process…work in real time online with a loan officer 0 0 -8 12 -8 OC4 Our bank's customer service reps will help you browse and use Securely manage your account by PDA, Internet of automated telephone our online banking services -1 0 -6 10 -10 OC2 Use our online tool to find and schedule at your convenience an online working session with an expert such as investment broker, insurance agent, and/or loan officer -3 1 -11 6 -12 Our banks customer services reps will help browse & use our on-line services Online Other ON3 W e will answer all your requests in 'real time' by email, instant or text messaging 1 7 -11 3 -1 ON4 W e offer 'On demand' status reports for services requests (e.g., Manage all your banking needs with a state of the art kiosk and be confident loan application) delivered to you via e-mail, text or instant 1 6 -4 -3 0 that live help is available if you need it ON2 messaging No more paper mail... We will send you statements and images of transactions securely by email -2 5 -17 -5 2 ON1 W e allow you to pay bills securely using your mobile devices (cell phone, PDA, Blackberry, etc.) -4 2 -13 -9 -2 7 In-Branch Recognition © 2011 BR3 W e offer a bank-issued smart card so we can recognize you entering the branch and process your needs faster 4 2 6 -3 13 BR4 Choose a secure eye or finger security scan to identify you immediately in-branch and at ATM 4 3 10 -1 3 BR2 W e have the most secure biometric system that identifies you as you enter the branch so we can process your needs faster 2 -1 8 -5 6 BR1 W e will recognize our customer's mobile phone signal when entering a branch so we can recommend appropriate bank products, promotions and special services -4 -3 -6 -11 2
- 8. Addressable Minds’ underlying science uses standard Science and Mathematics IDENTIFY TARGET MARKET DEVELOP SURVEY QUESTIONS INTERNET SURVEY IdeaMap™ Computers Experimental Design – Stimulus/Response ANALYZED SURVEY RESULTS → Addressable Minds Ordinary Least Squares Discriminant Function Conjoint analysis Regression Analysis © 2011 8
- 9. SURVEY OVERVIEW An Addressable Minds Survey is a survey of key ideas for advertising to consumers 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 buy computers © 2011 9
- 10. SURVEY OVERVIEW • 50 Individuals responded • Assess two major aspects of messages – Does it convince a consumer to buy? – How does it make the consumer feel? • Data reveals the mind-sets of respondents across the United States, as well as ‘what works, what doesn’t’ © 2011 10
- 11. The Survey begins with an orientation screen © 2011 11 11
- 12. Each respondent evaluates 48 unique combinations of elements First on overall interest: © 2011 12 12
- 13. Then selects a single emotion © 2011 13 13
- 14. What convinces? What drives feelings? © 2011 14
- 15. Total Panel –Interested most in computers that offer the best internet connection and speed. © 2011 15 15
- 16. The Total Panel’s Interest Differs From the Individual Segments © 2011 16
- 17. There are three unique segments Different Computer Users – Different Approach Internet Lovers Money Savers Tech Savvy 38% 34% 28% Messaging for one isn’t necessary going to appeal to the other…and could actually hurt © 2011 17 17
- 18. Tech Savvy (Seg1) –Interested most in the features of the computer. © 2011 18
- 19. Internet Lover(Seg2) – Most concerned with how fast and how often they can access the web Tech Savvy (Seg2) –Interested most in the features of the computer. © 2011 19
- 20. $ Saver (Seg3) –Interested in saving money. © 2011 20
- 21. The “Segmentation Wizard” is a shortcut survey that is extracted from the 15 minute survey and identifies the segment membership of that individual IDENTIFY TARGET MARKET DEVELOP SURVEY QUESTIONS INTERNET SURVEY IdeaMap™ Computers ANALYZED SURVEY RESULTS → Addressable Minds SEGMENTATION WIZARD Segmentation Wizard consists of 3 or 4 elements No more paper mail – we will send you copies of statements by secure e-mail identified in the in-depth 10 – 15 minute survey Securely manage your account by PDA, Internet of automated telephone Our banks customer services reps will help browse & use our on-line services Manage all your banking needs with a state of the art kiosk and be confident that live help is available if you need it © 2011 21 21
- 22. The Computer Segmentation Wizard– Online example The Segmentation Wizard is a short survey with the questions derived from the full survey to identify segment membership http://mjiweb.com/mjitt/QC_Fall2011_Comp/index.htm © 2011 22
- 23. The Computer Segmentation Wizard © 2011 23
- 24. © 2011 24
- 25. © 2011 25
- 26. • The prices are low but the quality is high! • If bought for business or education related purposes, receive $100 rebate! • With customizable features, you choose what you pay. • Due to our enhanced anti-virus protection our computers last longer than most, making them an investment. • Why use buttons when you can use your voice? This laptop can hear you! • Be able to use your laptop out in the park or for a work day in the sun. • Solar seek cells make it easier to charge your laptop with solar power. • Built in projector for those family movie nights or important business presentations. © 2011 26
- 27. Conclusions • Addressable Minds has allowed us to point to the need for 3 individual messaging groups • Now we know which key marketing messages will persuade the 3 main consumer segments to buy, buy, buy. • Conclusion => Now that you can improve messaging by: – Knowing the segmentation – Giving the right messages to the right segments YOU CAN INCREASE YOUR COMPANY’S REVENUE EXPONENTIALLY © 2011 27
Editor's Notes
- #7: Traditional Segmentation : - Identify segments in database by behaviors, psycho-demographics - Create marketing messages … deliver them…hope they buy - These segments may seem homogeneous -- but minds are not These segments have minds that are HETEROGENEOUS Response-Based, Addressable Mind Segmentation - Expose customers to message vignettes by Experimental Design - Identify profoundly different mind-sets that pervade the customer base - Type a customer into a mind-set using ‘scratch test’ + data mining - For a person …. RIGHT MESSAGE, RIGHT EXPERIENCE