Project Team Daniella Aryeh Shana Hecht Kinga Kowalewska Math 110 Final Report – May 9, 2011 Survey and Analysis for Voting!

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 Social Issue The core political power held by every citizen is their right to vote. However, many people do not take advantage of that right.

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5 National Voter Turnout in Federal Elections: 1980–2008 YearPopulationPopulation TurnoutPopulation (%) ,229,580132,618, % ,256,931122,294, % ,815,000105,586, % ,511,00096,456, % ,529,000104,405, % ,778,00091,594, % ,466,00092,652, % ,597,00086,515, %

6 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.

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 Voting 9 DEVELOP SURVEY QUESTIONS Potential Voters 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 10 DEVELOP SURVEY QUESTIONS Potential Voting 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

11 A Survey Was Performed by the Team in the area of Voting. 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

12 SURVEY OVERVIEW (1 of 2)  An Addressable Minds Survey is a survey of key ideas for voting encouragement to prospects  Survey conducted on March 30, 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 vote. 12

13 SURVEY OVERVIEW (2 of 2) 51 Individuals responded Assess two major aspects of messages  Does it convince a prospect to vote?  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.’ 13

14 The Survey begins with an orientation screen …

15 Each respondent evaluates 48 unique combinations of elements First on overall interests…

16 Then selects a single emotion

There are three unique segments Different Voters – Different Approach Messaging for one isn’t necessary going to appeal to the other…and could actually hurt! 17 Happy Voters 43% American Values 24% Social Consciousness 33%

18 Total Panel – The Total Panel’s Interest is Different From That in Each of Three Identified Segments

19 Segment 1- HAPPY VOTERS Focus More on the Freedom of Choice

20 Segment 2- SOCIAL CONSCIOUSNESS Strongly opinionated about the social issues

21 Segment 3- AMERICAN VALUES Strong Traditional Values and Customs

22 The Voting Segmentation Wizard– Online Example The Segmentation Wizard is a short survey with the questions derived from the full survey to identify segment membership

23 The Voting Segmentation Wizard– Online Example

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26 Conclusions One must give the right message to the right segment. It is best to use the messages that each segment commonly feels passionate about. By using our research, you will be able to increase voting registration and voting turnout by at least a good 10% or more!!!