Movies 2 Final Report.ppt
- 1. Math 110 Brought to life with Addressable Minds FINAL REPORT – DECEMBER 2011 MOVIE THEATERS Project Team Stephanie Diamond Yana Grabovska Anna Rodionova
- 2. Topics • The problem is that there are not enough people going to movie theaters. • Addressable Minds… what is it, and how it works • Review the study process and the results and conclusions © 2011 2
- 3. The Empty Movie Theater Issue • There is an increased number of movie lovers using cable TV, DVDs, internet, etc. to watch films • But….there are fewer people actually going to movie theaters • The movie theater’s marketing and advertising company needs to know what to say & how to say it to increase business. © 2011 3
- 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. © 2011 4
- 5. Dr. Howard Moskowitz. Addressable Minds Inventor, honored by the scientific community,... s the Chairman of iNovum, a graduate of Queens College and holds a Ph.D. in Experimental Psychology from Harvard University. on two of the most prestigious awards in market research 005 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. 010 Walston Chubb Award for Innovation across all sciences, Sigma Xi, The Scientific Research Society, © 2011 5
- 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 movie theater advertisement IDENTIFY TARGET MARKET DEVELOP SURVEY QUESTIONS 10 – 15 minutes INTERNET SUY SURVEY IdeaMap™ Potential movie viewers 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 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 No more paper mail – we will send you copies of statements by secure e-mail OC4 Our bank's customer service reps will help you browse and use 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 Securely manage your account by PDA, Internet of automated telephone Online Other ON3 We will answer all your requests in 'real time' by email, instant or text messaging 1 7 -11 3 -1 ON4 We offer 'On demand' status reports for services requests (e.g., Our banks customer services reps will help browse & use our on-line services loan application) delivered to you via e-mail, text or instant 1 6 -4 -3 0 ON2 messaging No more paper mail... W e will send you statements and images of transactions securely by email -2 5 -17 -5 2 ON1 We allow you to pay bills securely using your mobile devices (cell phone, PDA, Blackberry, etc.) -4 2 -13 -9 -2 Manage all your banking needs with a state of the art kiosk and be confident In-Branch Recognition that live help is available if you need it BR3 We 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 We 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 We 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 © 2011 7 7
- 8. Addressable Minds’ underlying science uses standard Science and Mathematics IDENTIFY TARGET MARKET DEVELOP SURVEY QUESTIONS INTERNET SUY SURVEY IdeaMap™ Potential movie viewers Experimental Design – Stimulus/Response ANALYZED SURVEY RESULTS → Addressable Minds Ordinary Least Squares Discriminant Function Conjoint analysis Regression Analysis © 2011 8 8
- 9. A Survey Was Performed by the Team in the area of movie theaters • 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 © 2011 9 9
- 10. SURVEY OVERVIEW (1 of 2) An Addressable Minds Survey is a survey of key ideas for movie theaters advertising to customers 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 go to movie theaters © 2011 10 10
- 11. SURVEY OVERVIEW (2 of 2) • 50 individuals responded • Assess two major aspects of messages – Does it convince a customer to buy movie tickets? – How does it make the customer feel? • Data reveals the mind-sets of respondents across the United States, as well as ‘what works, what doesn’t’ © 2011 11 11
- 12. The Survey begins with an orientation screen © 2011 12 12
- 13. Each respondent evaluates 48 unique combinations of elements First on overall interest © 2011 13 13
- 14. Then selects a single emotion © 2011 14 14
- 15. What convinces? What drives feelings? © 2011 15
- 16. Total Panel – Interested in good prices and comfort, not interested in cleanliness. 1) How likely are you to go to this movie theater based on this information? Sorted by <-- Not likely at all Very likely - -> Total 1 2 3 4 5 6 7 8 9 Sample Sorted by Total Sample : Highlighted >+9 winners & <-9 losers Base Size 50 Constant 39 C5 Free Ticket Tuesdays with Membership Card 17 A1 Waiter Service at the touch of a button 14 E5 Rentable private rooms with couches 12 B4 Brand new HD theater with surround sound 10 E1 Guest Appearances featuring the stars of films during premier nights 8 A4 Great tasting, nurtritional food for the health conscious 7 C1 Buy 5 tickets, Get 1 Free 7 A6 Gluten free options available -5 E2 We have an easily accessible ATM -5 E4 Multi-Cultural Movies with Subtitles -6 C2 Great party deals for groups -7 F6 No cell phone reception within the theaters -8 B3 Theaters are cleaned inbetween each viewing -10 B6 -11 Our regularly cleaned bathrooms are stroller accessible and have changing tables © 2011 16 16
- 17. The Total Panel’s Interest is Different From That in Each of Three Identified Segments 1) How likely are you to go to this movie theater based on this information? <-- Not likely at all Very likely - -> Sorted by Seg1 of 3 Seg2 of 3 Seg3 of 3 1 2 3 4 5 6 7 8 9 Total Sample Sorted by Total Sample : Highlighted >+9 winners & <-9 losers Base Size 50 21 22 7 Constant 39 44 46 5 Free Ticket Tuesdays with Membership Card 17 15 20 18 Waiter Service at the touch of a button 14 24 -4 40 Rentable private rooms with couches 12 15 6 20 Brand new HD theater with surround sound 10 8 12 10 Guest Appearances featuring the stars of films during premier nights 8 7 -3 43 Great tasting, nurtritional food for the health conscious 7 11 -4 34 Buy 5 tickets, Get 1 Free 7 4 10 8 Child free theaters available on Fridays and Saturdays past 7 p.m. 7 11 2 12 New deal surprises every week 7 6 3 19 Buy 1 ticket get 1 30% off 6 6 4 15 Our clean contemporary bathrooms have wheelchair accessible stalls -3 -18 12 -4 Promo Code Acceptance -4 -10 -3 13 Kosher Options for your family's needs -4 10 -22 14 Gluten free options available -5 0 -12 1 We have an easily accessible ATM -5 0 -10 -7 Multi-Cultural Movies with Subtitles -6 -2 -17 21 Great party deals for groups -7 -11 -9 9 No cell phone reception within the theaters -8 -6 -10 -8 Theaters are cleaned inbetween each viewing -10 -5 -7 -36 -11 -16 -4 -14 Our regularly cleaned bathrooms are stroller accessible and have changing tables © 2011 17
- 18. There are three unique segments Different Customers – Different Approach Comfort Family Oriented Deal Seekers 14% 42% 44% Messaging for one segment isn’t necessarily going to appeal to the other…and could actually hurt © 2011 18 18
- 19. Family Oriented (Seg1) – Interested in food options and family service Family Seg2 of 3 Seg3 of 3 1) How likely are you to go to this movie theater based on this information? Total Sample oriented <-- Not likely at all Very likely - -> 1 2 3 4 5 6 7 8 9 Sorted by Total Sample : Highlighted >+9 winners & <-9 losers Base Size 50 21 22 7 Constant 39 44 46 5 Waiter Service at the touch of a button 14 24 -4 40 Kid's Deals including popcorn, soda, and candy 4 18 -14 18 Enjoy a glass of ice cold beer with warm popcorn 3 17 -18 28 Rentable private rooms with couches 12 15 6 20 Free Ticket Tuesdays with Membership Card 17 15 20 18 Great tasting, nurtritional food for the health conscious 7 11 -4 34 Child free theaters available on Fridays and Saturdays past 7 p.m. 7 11 2 12 Kosher Options for your family's needs -4 10 -22 14 Brand new HD theater with surround sound 10 8 12 10 Guest Appearances featuring the stars of films during premier nights 8 7 -3 43 Watch movie premiers on the night they are released 4 7 3 -1 Promo Code Acceptance -4 -10 -3 13 Isolated Smoking Sections -1 -10 -7 45 Handicap Access throughout the building 2 -10 6 25 Great party deals for groups -7 -11 -9 9 Couches in all 15 theaters -1 -14 -2 43 Listening Devices (Headphones, etc.) -1 -16 2 30 Buy Tickets Online using our high-tech website 0 -16 12 13 Our regularly cleaned bathrooms are stroller accessible and have changing tables -11 -16 -4 -14 Our clean contemporary bathrooms have wheelchair accessible stalls -3 -18 12 -4 Accepts Credit/Debit/Gift Cards -2 -19 7 22 -1 -25 16 14 Large Parking Lot with enough spots for everyone © 2011 19
- 20. Family Oriented This segment is interested in good deals and convenience. They like to hear about: -Waiter service -Kid’s meals -Free tickets -Nutrition © 2011 20
- 21. Turn Offs for the Family Oriented Clean Bathrooms with Large Parking Lots Handicap Access © 2011 21
- 22. Deal Seekers (Seg2) – Interested in money saving 1) How likely are you to go to this movie theater based on this information? Seg1 of 3 Seg3 of 3 Total Sample Deal Seekers <-- Not likely at all Very likely - -> 1 2 3 4 5 6 7 8 9 Sorted by Total Sample : Highlighted >+9 winners & <-9 losers Base Size 50 21 22 7 Constant 39 44 46 5 Free Ticket Tuesdays with Membership Card 17 15 20 18 Large Parking Lot with enough spots for everyone -1 -25 16 14 Brand new HD theater with surround sound 10 8 12 10 Buy Tickets Online using our high-tech website 0 -16 12 13 Our clean contemporary bathrooms have wheelchair accessible stalls -3 -18 12 -4 Buy 5 tickets, Get 1 Free 7 4 10 8 Accepts Credit/Debit/Gift Cards -2 -19 7 22 Handicap Access throughout the building 2 -10 6 25 Isolated Smoking Sections -1 -10 -7 45 Choose from 1 of our 15 theaters screening your favorite films 1 3 -8 25 Great party deals for groups -7 -11 -9 9 We have an easily accessible ATM -5 0 -10 -7 No cell phone reception within the theaters -8 -6 -10 -8 Gluten free options available -5 0 -12 1 Kid's Deals including popcorn, soda, and candy 4 18 -14 18 Multi-Cultural Movies with Subtitles -6 -2 -17 21 Enjoy a glass of ice cold beer with warm popcorn 3 17 -18 28 Kosher Options for your family's needs -4 10 -22 14 © 2011 22
- 23. This segment values a good price. They like to hear about: -New technology -Ticket Deals -Free tickets -Large parking lots Deal $eekers © 2011 23
- 24. Turn Offs for the Deal Seekers Kosher Food Options Kid’s Meal Deals (Popcorn, soda, © 2011 and candy) 24
- 25. The Self-Indulgent (Seg3) – Interested in being comfortable 1) How likely are you to go to this movie theater based on this information? Total Seg1 of 3 Seg2 of 3 Self- <-- Not likely at all Very likely - -> Sample Indulgent 1 2 3 4 5 6 7 8 9 Sorted by Total Sample : Highlighted >+9 winners & <-9 losers Base Size 50 21 22 7 Constant 39 44 46 5 Isolated Smoking Sections -1 -10 -7 45 Couches in all 15 theaters -1 -14 -2 43 Guest Appearances featuring the stars of films during premier nights 8 7 -3 43 Waiter Service at the touch of a button 14 24 -4 40 Great tasting, nutritional food for the health conscious 7 11 -4 34 Listening Devices (Headphones, etc.) -1 -16 2 30 Heavily cushioned chairs for you to relax 3 -1 0 29 Enjoy a glass of ice cold beer with warm popcorn 3 17 -18 28 Handicap Access throughout the building 2 -10 6 25 Choose from 1 of our 15 theaters screening your favorite films 1 3 -8 25 Buy 1 ticket past 11 p.m., on the weekends, and watch movies into the morning hours 0 -3 -4 25 Great party deals for groups -7 -11 -9 9 Buy 5 tickets, Get 1 Free 7 4 10 8 Gluten free options available -5 0 -12 1 Watch movie premiers on the night they are released 4 7 3 -1 Our clean contemporary bathrooms have wheelchair accessible stalls -3 -18 12 -4 We have an easily accessible ATM -5 0 -10 -7 No cell phone reception within the theaters -8 -6 -10 -8 Our regularly cleaned bathrooms are stroller accessible and have changing tables -11 -16 -4 -14 Theaters are cleaned inbetween each viewing -10 -5 -7 -36 © 2011 25
- 26. The Self-Indulgent This segment of comfort seekers is interested in having the best of the best. The like to hear about: -Couches -Waiter service -Good food -Cushioned chairs -Listening devices -Handicap access -A large theater © 2011 26
- 27. Turn Offs for the Self- Indulgent Theaters cleaned between each movie viewing, Our regularly cleaned bathrooms are stroller accessible and equipped with changing tables. © 2011 27
- 28. 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 IDENTIFY TARGET MARKET DEVELOP SURVEY QUESTIONS 10 – 15 minutes INTERNET SUY SURVEY IdeaMap™ Potential theater attendants 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 28 28
- 29. The movie theater 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_Movie2/index.htm © 2011 29
- 30. “How likely are you to go to this movie theater based on this information… Isolated Smoking Sections?” Not At All, Some What, or Very Much © 2011 30
- 31. “How likely are you to go to this movie theater based on this information… Waiter service at the touch of a button?” Not At All, Some What, or Very Much © 2011 31
- 32. You fall under the segment… Family Oriented. © 2011 32
- 33. To Conclude… • We placed our survey takers into 3 segments. We differentiated the 3 segments as Family Oriented, Deal Seekers, and the Self- Indulgent. • Positive Emotions can be uncovered and subsequently reinforced in the marketing elements • You can improve messaging...but you have to – Know the segmentation (Be able to identify your survey takers with each other and separate them into groups) – Give the right message to the right segment (Understand what appeals to who) © 2011 33
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