Math 110 Final Report – May 9, 2011 Survey and Analysis for Voting! Project Team Daniella Aryeh Shana Hecht Kinga Kowalewska
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
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.
About Addressable Minds • 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. • 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.
Addressable Minds Psychographic Segmentation - Social Class - Lifestyle Type - Personality Type Behavioral Segmentation - Product Usage - Brand Loyalty - Attitudinal Demographic Segmentation - Age - Gender - Income Cuts across traditional segmentation & detects hidden preferences Addressable Minds
Create Addressable Minds messaging for Voting IDENTIFY TARGET MARKET DEVELOP SURVEY QUESTIONS 10 – 15 minutes INTERNET IdeaMap™ SURVEY SUY Potential Voters ANALYZED SURVEY RESULTS → Addressable Minds MARKET SEGMENTATION SEGMENTATION WIZARD MARKETING PHRASES 9
Addressable Minds’ underlying scienceuses standard Science and Mathematics IDENTIFY TARGET MARKET DEVELOP SURVEY QUESTIONS INTERNET IdeaMap™ SURVEY SUY Potential Voting Experimental Design – Stimulus/Response ANALYZED SURVEY RESULTS → Addressable Minds Ordinary Least Squares Regression Discriminant Function Analysis Conjoint analysis 10
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 11
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
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
Each respondent evaluates 48 unique combinations of elements First on overall interests… 15
There are three unique segments Different Voters – Different Approach Happy Voters 43% American Values 24% Social Consciousness 33% Messaging for one isn’t necessary going to appeal to the other…and could actually hurt! 17
Total Panel – The Total Panel’s Interest is Different From That in Each of Three Identified Segments 18
Segment 2- SOCIAL CONSCIOUSNESS Strongly opinionated about the social issues
Segment 3- AMERICAN VALUES Strong Traditional Values and Customs
The Voting Segmentation Wizard– Online ExampleThe Segmentation Wizard is a short survey with the questions derived from the full survey to identify segment membership
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!!!