FINAL REPORT – DECEMBER 2011
MOVIE THEATERS
Project TeamProject TeamStephanie DiamondStephanie Diamond
Yana GrabovskaYana GrabovskaAnna RodionovaAnna Rodionova
Math 110Brought to life with Addressable Minds
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
© 2011
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 fewer people 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.
© 2011
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.
© 2011
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 marketresearch
• 2005 Charles Coolidge Parlin Marketing Research AwardThe “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© 2011
Addressable MindsAddressable 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
6© 2011
Create Addressable Minds messaging for movie theater advertisement
7
DEVELOP SURVEY QUESTIONS
Potential movie viewers
ANALYZED SURVEY RESULTS → Addressable Minds
INTERNET
IdeaMap™SUY SURVEY
IDENTIFY TARGET MARKET
Total Sample
Seg 1 Self Driven Online
Banking Seekers
Seg 2 Technology/
High Security Seekers
Seg 3 Collaborative
Online Seekers
Seg 4 Personal Touch with Technology
Base Size: (267) (105) (50) (59) (53) Constant: 31 34 28 31 26
OC1 Connect online in 'real time' with a customer rep via instant messaging, voice over IP or video conferencing via your computer 0 2 2 5 -13
OC3 Faster loan application process…work in real time online with a loan officer 0 0 -8 12 -8
OC4 Our bank's customer service reps will help you browse and use our online banking services -1 0 -6 10 -10
OC2 Use our online tool to find and schedule at your convenience an online working session with an expert such as investment broker, insurance agent, and/or loan officer -3 1 -11 6 -12
ON3 We will answer all your requests in 'real time' by email, instant or text messaging 1 7 -11 3 -1
ON4 We offer 'On demand' status reports for services requests (e.g., loan application) delivered to you via e-mail, text or instant messaging
1 6 -4 -3 0ON2 No more paper mail... We will send you statements and images of
transactions securely by email -2 5 -17 -5 2ON1 We allow you to pay bills securely using your mobile devices (cell
phone, PDA, Blackberry, etc.) -4 2 -13 -9 -2
BR3 We offer a bank-issued smart card so we can recognize you entering the branch and process your needs faster 4 2 6 -3 13
BR4 Choose a secure eye or finger security scan to identify you immediately in-branch and at ATM 4 3 10 -1 3
BR2 We have the most secure biometric system that identifies you as you enter the branch so we can process your needs faster 2 -1 8 -5 6
BR1 We will recognize our customer's mobile phone signal when entering a branch so we can recommend appropriate bank products, promotions and special services -4 -3 -6 -11 2
Online Collaborative
Online Other
In-Branch Recognition
No more paper mail – we will send you copies of statements by secure e-mail
Securely manage your account by PDA, Internet of automated telephone
Our banks customer services reps will help browse & use our on-line services
Manage all your banking needs with a state of the art kiosk and be confident that live help is available if you need it
No more paper mail – we will send you copies of statements by secure e-mail
Securely manage your account by PDA, Internet of automated telephone
Our banks customer services reps will help browse & use our on-line services
Manage all your banking needs with a state of the art kiosk and be confident that live help is available if you need it
MARKET SEGMENTATION SEGMENTATION WIZARDMARKETING PHRASES
10 – 15 minutes
7© 2011
Addressable Minds’ underlying scienceuses standard Science and Mathematics
8
DEVELOP SURVEY QUESTIONS
Potential movie viewers
ANALYZED SURVEY RESULTS → Addressable Minds
INTERNET
IdeaMap™SUY SURVEY
IDENTIFY TARGET MARKET
Conjoint analysisOrdinary Least Squares Regression
Discriminant Function Analysis
Experimental Design – Stimulus/Response
8© 2011
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© 2011
SURVEY OVERVIEW(1 of 2)
An Addressable Minds Survey is a survey of key ideas for movie theaters advertising 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
1010© 2011
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’
1111© 2011
16
Total Panel – Interested in good prices and comfort, not interested in cleanliness.
1) How likely are you to go to this movie theater based on this information?<-- Not likely at all Very likely - ->
1 2 3 4 5 6 7 8 9Sorted by Total Sample : Highlighted >+9 winners & <-9 losers
Sorted byTotal
Sample
Base Size 50
Constant 39
C5 Free Ticket Tuesdays with Membership Card 17
A1 Waiter Service at the touch of a button 14
E5 Rentable private rooms with couches 12
B4 Brand new HD theater with surround sound 10
E1 Guest Appearances featuring the stars of films during premier nights 8
A4 Great tasting, nurtritional food for the health conscious 7
C1 Buy 5 tickets, Get 1 Free 7
A6 Gluten free options available -5
E2 We have an easily accessible ATM -5
E4 Multi-Cultural Movies with Subtitles -6
C2 Great party deals for groups -7
F6 No cell phone reception within the theaters -8
B3 Theaters are cleaned inbetween each viewing -10
B6Our regularly cleaned bathrooms are stroller accessible and have changing tables
-11
16© 2011
17
The Total Panel’s Interest is Different From That in Each of Three Identified Segments
1) How likely are you to go to this movie theater based on this information?<-- Not likely at all Very likely - ->
1 2 3 4 5 6 7 8 9Sorted by Total Sample : Highlighted >+9 winners & <-9 losers
Sorted byTotal Sample
Seg1 of 3 Seg2 of 3 Seg3 of 3
Base Size 50 21 22 7
Constant 39 44 46 5
Free Ticket Tuesdays with Membership Card 17 15 20 18
Waiter Service at the touch of a button 14 24 -4 40
Rentable private rooms with couches 12 15 6 20
Brand new HD theater with surround sound 10 8 12 10
Guest Appearances featuring the stars of films during premier nights 8 7 -3 43
Great tasting, nurtritional food for the health conscious 7 11 -4 34
Buy 5 tickets, Get 1 Free 7 4 10 8
Child free theaters available on Fridays and Saturdays past 7 p.m. 7 11 2 12
New deal surprises every week 7 6 3 19
Buy 1 ticket get 1 30% off 6 6 4 15
Our clean contemporary bathrooms have wheelchair accessible stalls -3 -18 12 -4
Promo Code Acceptance -4 -10 -3 13
Kosher Options for your family's needs -4 10 -22 14
Gluten free options available -5 0 -12 1
We have an easily accessible ATM -5 0 -10 -7
Multi-Cultural Movies with Subtitles -6 -2 -17 21
Great party deals for groups -7 -11 -9 9
No cell phone reception within the theaters -8 -6 -10 -8
Theaters are cleaned inbetween each viewing -10 -5 -7 -36
Our regularly cleaned bathrooms are stroller accessible and have changing tables
-11 -16 -4 -14
© 2011
There are three unique segments Different Customers – Different Approach
Messaging for one segment isn’t necessarily going toappeal to the other…and could actually hurt
18
Family Oriented
42%
Comfort
14%Deal Seekers
44%
18© 2011
19
Family Oriented (Seg1) – Interested in food options and family service
1) How likely are you to go to this movie theater based on this information?
<-- Not likely at all Very likely - ->1 2 3 4 5 6 7 8 9
Sorted by Total Sample : Highlighted >+9 winners & <-9 losers
Total SampleFamily
orientedSeg2 of 3 Seg3 of 3
Base Size 50 21 22 7
Constant 39 44 46 5
Waiter Service at the touch of a button 14 24 -4 40
Kid's Deals including popcorn, soda, and candy 4 18 -14 18
Enjoy a glass of ice cold beer with warm popcorn 3 17 -18 28
Rentable private rooms with couches 12 15 6 20
Free Ticket Tuesdays with Membership Card 17 15 20 18
Great tasting, nurtritional food for the health conscious 7 11 -4 34
Child free theaters available on Fridays and Saturdays past 7 p.m. 7 11 2 12
Kosher Options for your family's needs -4 10 -22 14
Brand new HD theater with surround sound 10 8 12 10
Guest Appearances featuring the stars of films during premier nights 8 7 -3 43
Watch movie premiers on the night they are released 4 7 3 -1
Promo Code Acceptance -4 -10 -3 13
Isolated Smoking Sections -1 -10 -7 45
Handicap Access throughout the building 2 -10 6 25
Great party deals for groups -7 -11 -9 9
Couches in all 15 theaters -1 -14 -2 43
Listening Devices (Headphones, etc.) -1 -16 2 30
Buy Tickets Online using our high-tech website 0 -16 12 13
Our regularly cleaned bathrooms are stroller accessible and have changing tables -11 -16 -4 -14
Our clean contemporary bathrooms have wheelchair accessible stalls -3 -18 12 -4
Accepts Credit/Debit/Gift Cards -2 -19 7 22
Large Parking Lot with enough spots for everyone -1 -25 16 14
© 2011
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
© 2011
22
Deal Seekers (Seg2) – Interested in money saving
1) How likely are you to go to this movie theater based on this information?<-- Not likely at all Very likely - ->
1 2 3 4 5 6 7 8 9Sorted by Total Sample : Highlighted >+9 winners & <-9 losers
Total SampleSeg1 of 3
Deal SeekersSeg3 of 3
Base Size 50 21 22 7
Constant 39 44 46 5
Free Ticket Tuesdays with Membership Card 17 15 20 18
Large Parking Lot with enough spots for everyone -1 -25 16 14
Brand new HD theater with surround sound 10 8 12 10
Buy Tickets Online using our high-tech website 0 -16 12 13
Our clean contemporary bathrooms have wheelchair accessible stalls -3 -18 12 -4
Buy 5 tickets, Get 1 Free 7 4 10 8
Accepts Credit/Debit/Gift Cards -2 -19 7 22
Handicap Access throughout the building 2 -10 6 25
Isolated Smoking Sections -1 -10 -7 45
Choose from 1 of our 15 theaters screening your favorite films 1 3 -8 25
Great party deals for groups -7 -11 -9 9
We have an easily accessible ATM -5 0 -10 -7
No cell phone reception within the theaters -8 -6 -10 -8
Gluten free options available -5 0 -12 1
Kid's Deals including popcorn, soda, and candy 4 18 -14 18
Multi-Cultural Movies with Subtitles -6 -2 -17 21
Enjoy a glass of ice cold beer with warm popcorn 3 17 -18 28
Kosher Options for your family's needs -4 10 -22 14
© 2011
23
Deal $eekers
This segment values a good price. They like to hear about:-New technology-Ticket Deals-Free tickets-Large parking lots
© 2011
24
Turn Offs for the Deal Seekers
Kosher Food Options Kid’s Meal Deals (Popcorn, soda, and candy)© 2011
25
The Self-Indulgent (Seg3) – Interested in being comfortable
1) How likely are you to go to this movie theater based on this information?<-- Not likely at all Very likely - ->
1 2 3 4 5 6 7 8 9Sorted by Total Sample : Highlighted >+9 winners & <-9 losers
Total Sample
Seg1 of 3 Seg2 of 3 Self-Indulgent
Base Size 50 21 22 7
Constant 39 44 46 5
Isolated Smoking Sections -1 -10 -7 45
Couches in all 15 theaters -1 -14 -2 43
Guest Appearances featuring the stars of films during premier nights 8 7 -3 43
Waiter Service at the touch of a button 14 24 -4 40
Great tasting, nutritional food for the health conscious 7 11 -4 34
Listening Devices (Headphones, etc.) -1 -16 2 30
Heavily cushioned chairs for you to relax 3 -1 0 29
Enjoy a glass of ice cold beer with warm popcorn 3 17 -18 28
Handicap Access throughout the building 2 -10 6 25
Choose from 1 of our 15 theaters screening your favorite films 1 3 -8 25
Buy 1 ticket past 11 p.m., on the weekends, and watch movies into the morning hours 0 -3 -4 25
Great party deals for groups -7 -11 -9 9
Buy 5 tickets, Get 1 Free 7 4 10 8
Gluten free options available -5 0 -12 1
Watch movie premiers on the night they are released 4 7 3 -1
Our clean contemporary bathrooms have wheelchair accessible stalls -3 -18 12 -4
We have an easily accessible ATM -5 0 -10 -7
No cell phone reception within the theaters -8 -6 -10 -8
Our regularly cleaned bathrooms are stroller accessible and have changing tables -11 -16 -4 -14
Theaters are cleaned inbetween each viewing -10 -5 -7 -36
© 2011
26
The Self-Indulgent
This segment of comfort seekers is interested in having the best of the best. The like to hear about:
-Couches-Waiter service-Good food-Cushioned chairs-Listening devices-Handicap access-A large theater
© 2011
27
Turn Offs for the Self- Indulgent
Theaters cleaned between each movie viewing, Our regularly cleaned bathrooms are stroller accessible and equipped with changing tables.
© 2011
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
28
DEVELOP SURVEY QUESTIONS
Potential theater attendants
ANALYZED SURVEY RESULTS → Addressable Minds
INTERNET
IdeaMap™SUY SURVEY
IDENTIFY TARGET MARKET
No more paper mail – we will send you copies of statements by secure e-mail
Securely manage your account by PDA, Internet of automated telephone
Our banks customer services reps will help browse & use our on-line services
Manage all your banking needs with a state of the art kiosk and be confident that live help is available if you need it
No more paper mail – we will send you copies of statements by secure e-mail
Securely manage your account by PDA, Internet of automated telephone
Our banks customer services reps will help browse & use our on-line services
Manage all your banking needs with a state of the art kiosk and be confident that live help is available if you need it
SEGMENTATION WIZARD
10 – 15 minutes
Segmentation Wizard consists of 3 or 4 elements identified in the in-depth 10 – 15 minute survey
28© 2011
29
The movie theater Segmentation Wizard– Online example
The Segmentation Wizard is a short survey with the questions derived from the full survey to identify
segment membership
http://mjiweb.com/mjitt/QC_Fall2011_Movie2/index.htm
© 2011
30
“How likely are you to go to this movie theater based on this information… Isolated Smoking Sections?”
Not At All, Some What, or Very Much
© 2011
31
“How likely are you to go to this movie theater based on this information… Waiter service at the touch of a button?”
Not At All, Some What, or Very Much
© 2011
33
To Conclude…
• We placed our survey takers into 3 segments. We differentiated the 3 segments as Family Oriented, Deal Seekers, and the Self-Indulgent.
• Positive Emotions can be uncovered and subsequently reinforced in the marketing elements
• You can improve messaging...but you have to– Know the segmentation (Be able to identify your survey takers with each
other and separate them into groups)– Give the right message to the right segment (Understand what appeals to
who)
© 2011
Recommended