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Project Team Stephanie Diamond Yana Grabovska Anna Rodionova

Math 110 Final Report – December 2011 Survey and Analysis for Movie Theaters. Project Team Stephanie Diamond Yana Grabovska Anna Rodionova. Topics. The problem is that there are not enough people going to movie theaters. Addressable Minds… what is it, and how it works

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Project Team Stephanie Diamond Yana Grabovska Anna Rodionova

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  1. Math 110 Final Report – December 2011 Survey and Analysis for Movie Theaters Project Team Stephanie Diamond Yana Grabovska Anna Rodionova

  2. Topics The problem is that there are not enough people going to movie theaters. Addressable Minds… what is it, and how it works Review the study process and the results and conclusions

  3. The Empty Movie Theater Issue There is an increased number of movie lovers using cable TV, DVDs, internet, etc. to watch films But….there are fewerpeople actually going to movie theaters The movie theater’s marketing and advertising company needs to know what to say & how to say it to increase business.

  4. 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.

  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.

  6. 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

  7. Create Addressable Minds messaging for movie theater advertisement IDENTIFY TARGET MARKET DEVELOP SURVEY QUESTIONS 10 – 15 minutes INTERNET IdeaMap™ SURVEY SUY Potential movie viewers ANALYZED SURVEY RESULTS → Addressable Minds MARKET SEGMENTATION SEGMENTATION WIZARD MARKETING PHRASES 7

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

  9. A Survey Was Performed by the Team in the area of movie theaters 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 9

  10. SURVEY OVERVIEW(1 of 2) • An Addressable Minds Survey is a survey of key ideas for movie theatersadvertising to customers • 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 to movie theaters 10

  11. SURVEY OVERVIEW(2 of 2) • 50 individuals responded • Assess two major aspects of messages • Does it convince a customer to buy movie tickets? • How does it make the customer feel? • Data reveals the mind-sets of respondents across the United States, as well as ‘what works, what doesn’t’ 11

  12. The Survey begins with an orientation screen 12

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

  14. Then selects a single emotion 14 14

  15. What convinces?What drives feelings? RESULTS

  16. Total Panel – Interested in good prices and comfort, not interested in cleanliness. 16

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

  18. There are three unique segments Different Customers – Different Approach Family Oriented 42% Comfort 14% Deal Seekers 44% Messaging for one segment isn’t necessarily going to appeal to the other…and could actually hurt 18

  19. Family Oriented (Seg1) – Interested in food options and family service

  20. Family Oriented This segment is interested in good deals and convenience. • They like to hear about: • Waiter service • Kid’s meals • Free tickets • Nutrition

  21. Turn Offs for the Family Oriented Clean Bathrooms with Handicap Access Large Parking Lots

  22. Deal Seekers (Seg2) – Interested in money saving

  23. This segment values a good price. • They like to hear about: • New technology • Ticket Deals • Free tickets • Large parking lots Deal $eekers

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