Project Team Jiwani, Shifa Leakey, Lauren Preciado, Gabirela Wong, Nicole Math 110 Final Report – December 2011 Survey and Analysis for Computers

2Discussion  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 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 o What perspective consumers are interested in o How to increase sales

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.

Dr. Howard Moskowitz. Addressable Minds Inventor, honored by the scientific community,... Ph.D. in Experimental Psychology from Harvard University Charles Coolidge Parlin Marketing Research Award The “Nobel Prize” of Market Research.

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 Computers 7 DEVELOP SURVEY QUESTIONS Computers ANALYZED SURVEY RESULTS → Addressable Minds SURVEY IDENTIFY TARGET MARKET MARKET SEGMENTATIONSEGMENTATION WIZARD MARKETING PHRASES 10 – 15 minutes INTERNET IdeaMap™ INTERNET IdeaMap™ INTERNET IdeaMap™

Addressable Minds’ underlying science uses standard Science and Mathematics 8 DEVELOP SURVEY QUESTIONS Computers ANALYZED SURVEY RESULTS → Addressable Minds INTERNET IdeaMap™ SURVEY IDENTIFY TARGET MARKET Conjoint analysis Ordinary Least Squares Regression Discriminant Function Analysis Experimental Design – Stimulus/Response

 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 9

 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’ 10

11 The Survey begins with an orientation screen

12 Each respondent evaluates 48 unique combinations of elements First on overall interest:

13 Then selects a single emotion

14 What convinces? What drives feelings?

15 Total Panel –Interested most in computers that offer the best internet connection and speed.

16 The Total Panel’s Interest Differs From the Individual Segments

Messaging for one isn’t necessary going to appeal to the other…and could actually hurt 17 Internet Lovers 38% Money Savers 34% Tech Savvy 28%

18 Tech Savvy (Seg1) –Interested most in the features of the computer. Tech Savvy (Seg1) –Interested most in the features of the computer.

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20 $ Saver (Seg3) –Interested in saving money.

The “Segmentation Wizard” is a shortcut survey that is extracted from the 15 minute survey and identifies the segment membership of that individual 21 DEVELOP SURVEY QUESTIONS Computers ANALYZED SURVEY RESULTS → Addressable Minds INTERNET IdeaMap™ SURVEY IDENTIFY TARGET MARKET SEGMENTATION WIZARD Segmentation Wizard consists of 3 or 4 elements identified in the in-depth 10 – 15 minute survey

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27  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