1. 1 Turn Offs for the Deal Seekers Kosher Food Options Kid’s Meal Deals (Popcorn, soda, and candy)

2. 2 The Self-Indulgent (Seg3) – Interested in being comfortable 1) How likely are you to go to this movie theater based on this information? 1 2 3 4 5 6 7 8 9 Sorted by Total Sample : Highlighted >+9 winners & <-9 losers Total Sample Seg1 of 3Seg2 of 3Self- Indulgent Base Size5021227 Constant3944465 Isolated Smoking Sections -10-745 Couches in all 15 theaters -14-243 Guest Appearances featuring the stars of films during premier nights 87-343 Waiter Service at the touch of a button 1424-440 Great tasting, nutritional food for the health conscious 711-434 Listening Devices (Headphones, etc.) -16230 Heavily cushioned chairs for you to relax 3029 Enjoy a glass of ice cold beer with warm popcorn 317-1828 Handicap Access throughout the building 2-10625 Choose from 1 of our 15 theaters screening your favorite films 13-825 Buy 1 ticket past 11 p.m., on the weekends, and watch movies into the morning hours 0-3-425 Great party deals for groups -7-11-99 Buy 5 tickets, Get 1 Free 74108 Gluten free options available -50-121 Watch movie premiers on the night they are released 473 Our clean contemporary bathrooms have wheelchair accessible stalls -3-1812-4 We have an easily accessible ATM -50-10-7 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

3. 3 The Self-Indulgent This segment of comfort seekers are 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

4. 4 Turn Offs for the Self- Indulgent Theaters cleaned between each movie viewing, Our regularly cleaned bathrooms are stroller accessible and equipped with changing tables.

5. 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 5 DEVELOP SURVEY QUESTIONS Potential theater attendants 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

6. 6 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

7. 7 “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

8. 8 “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

9. 9 You fall under the segment… Family Oriented.

10. 10 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)