1. Project Team Sara Chung Nicole Duhaney Dylan Gaucher George Navas Math 110 Final Report – December 2011 Survey and Analysis for Vacation Resorts

2. 2 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 results

3. 3 An increased number of people are going on vacations. But….there are fewer customers that actually vacation at resorts. The resorts that are marketing and advertising to new prospective customers need to know what to say & how to say it in order to increase their vacation resort customers.

4. Addressable Minds is a scientific, actionable form of “predictive consumer intelligence” for business and social issues. It accurately defines 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, 4

5. Dr. Howard Moskowitz. Addressable Minds Inventor, honored by the scientific community Howard Moskowitz: the Chairman of iNovum. 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: 1. 2005 Charles Coolidge Parlin Marketing Research Award 2. The “Nobel Prize” of Market Research, received only by the pioneers of market research. 5

6. 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

7. Create Addressable Minds messaging for Vacation Resorts 7 DEVELOP SURVEY QUESTIONS Potential Vacation Resort Customers ANALYZED SURVEY RESULTS → Addressable Minds INTERNET IdeaMap™ SUY SURVEY IDENTIFY TARGET MARKET MARKET SEGMENTATIONSEGMENTATION WIZARD MARKETING PHRASES 10 – 15 minutes

8. Addressable Minds’ underlying science uses standard Science and Mathematics 8 DEVELOP SURVEY QUESTIONS Vacation Resorts Customers 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

9. 9 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

10. An Addressable Minds Survey is a survey of key ideas for vacation advertising to prospects 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 on a vacation at our resort. 10

11. 50 Individuals responded Assess two major aspects of messages –Does it convince a prospect to go on the vacation? –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’ 11

12. 12 The Survey begins with an orientation screen

13. 13 Each respondent evaluates 48 unique combinations of elements First on overall interest

14. 14 Then selects a single emotion

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18. Messaging for one isn’t necessary going to appeal to the other…and could actually hurt 18 The Sightseers 50% Hotel Hermits 24% The Socializers 26%

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22. 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 22 DEVELOP SURVEY QUESTIONS Potential Vacation Resort Customers 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

23. 23 http://mjiweb.com/mjitt/QC_Fall2011_Resort/index.ht m

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29. 29 The three Segments discovered by Addressable Minds point to the need for 3 individual messaging groups which are:  Sightseers  Socializers  Hotel Hermits After our research has was completed, we were able to have a better understanding of two important factors that could entice potential customers to buy: – What to say, –Who to say it to, –And how to say it