1. Project Team Amy Callahan Steven Litsas Frank Multani Math 110 Final Report May 9, 2011 Survey and Analysis for Mobile Phones

2. 2Topics  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. 3 Mobile Phone Carriers Issue  We did a study to find out what constitutes potential consumers in purchasing a mobile phone carrier.  There is an enormous amount of mobile phone users.  But…there are still problematic carriers.  Mobile Phone carriers must figure out what the people really care about their mobile phones.

4.  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. 4

5. 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. 2010 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. 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 Mobile Phones 7 DEVELOP SURVEY QUESTIONS Potential Mobile Phone carrier 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 Potential Mobile Phone Carrier 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 A Survey Was Performed by the Team in the area of Mobile Phones  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. 10 SURVEY OVERVIEW (1 of 2)  An Addressable Minds Survey is a survey of key ideas for mobile phones to prospects  Survey conducted on March, 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 the product/service-mobile phone carriers 10

11. 11 SURVEY OVERVIEW (2 of 2)  50 Individuals responded  Assess two major aspects of messages ◦ Does it convince a prospect to buy? ◦ 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 MOBILE PHONES WELCOME SCREEN

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

14. 14 Then selects a single emotion

15. 15 What convinces? What drives feelings?

16. 16 Total Panel – Interested in mobile phone carrier services and features. Not interested in phone applications.

17. 17 The Total Panel’s Interest is Different From That in Each of Three Identified Segments

18. There are three unique segments Different Students – Different Approach Messaging for one isn’t necessary going to appeal to the other…and could actually hurt 18 Concerned People 62% Individual Plans 26% Touch Tone Phones 12%

19. 19 Concerned People (Seg 1) Where people were more interested in expressing their concerns and how the carriers conduct their customer services.

20. 20 Touch Tone Phones (Seg 2) – People more interested in the touch tone phones rather than the plans / services.

21. 21 Individual Plans (Seg 3) – People who are most likely single & are more interested in plans for themselves than for others / family members.

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 Mobile Phone Carrier 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 The Mobile Phones Segmentation Wizard– Online example The Segmentation Wizard is a short survey with the questions derived from the full survey to identify segment membership Place your Segmentation Wizard link here http://www.mjiweb.com/mjitt/QC_Peer/index.htm

24. 24 The Mobile Phones Segmentation Wizard– Online example

25. 25 Conclusions Company X should target more individuals in their advertisements rather than families  Three Segments discovered by Addressable Minds point to the need for 3 individual messaging groups  Positive Emotions can be uncovered and subsequently reinforced in the marketing elements  Conclusion => You can improve messaging...but you have to ◦ Know the segmentation ◦ Give the right message to the right segment