Computers Final Report.ppt

FINAL REPORT – DECEMBER 2011

COMPUTERS

Project TeamProject TeamJiwani, Shifa

Leakey, LaurenPreciado, Gabirela

Wong, Nicole

Math 110Brought to life with Addressable Minds

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Discussion

• 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

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Business Issue

• An increased number of people are looking into computer purchasing

• But….there are fewer people interested in the standard computers offered

• The computer company needs to to know oWhat perspective consumers are interested inoHow to increase sales

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About Addressable Minds

• Addressable Minds is a patented scientific process created by Dr. Howard Moskowitz.

• It helps define consumer attitudes and preferences.

• Allows us to understand, enhance and utilize:– product design and development, – consumer messaging,– more effective consumer engagement physically and digitally.

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Dr. Howard Moskowitz.Addressable Minds Inventor, honored by the scientific community...

• Ph.D. in Experimental Psychology from Harvard University.

• 2005 Charles Coolidge Parlin Marketing Research Award

• The “Nobel Prize” of Market Research

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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

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Create Addressable Minds messaging for Computers

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DEVELOP SURVEY QUESTIONS

Computers

ANALYZED SURVEY RESULTS → Addressable Minds

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 INTERNET

IdeaMap™

INTERNET

IdeaMap™

INTERNET

IdeaMap™

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Addressable Minds’ underlying scienceuses standard Science and Mathematics

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DEVELOP SURVEY QUESTIONS

Computers

ANALYZED SURVEY RESULTS → Addressable Minds

INTERNET

IdeaMap™SURVEY

IDENTIFY TARGET MARKET

Conjoint analysisOrdinary Least Squares Regression

Discriminant Function Analysis

Experimental Design – Stimulus/Response

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SURVEY OVERVIEW

An Addressable Minds Survey is a survey of key ideas for advertising to consumers

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 buy computers

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SURVEY OVERVIEW

• 50 Individuals responded

• Assess two major aspects of messages– Does it convince a consumer to buy?– How does it make the consumer feel?

• Data reveals the mind-sets of respondents across the United States, as well as ‘what works, what doesn’t’

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The Survey begins with an orientation screen

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Each respondent evaluates 48 unique combinations of elementsFirst on overall interest:

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Then selects a single emotion

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What convinces?

What drives feelings?

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Total Panel –Interested most in computers that offer the best internet connection and speed.

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The Total Panel’s Interest Differs From the Individual Segments

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There are three unique segments Different Computer Users – Different Approach

Messaging for one isn’t necessary going toappeal to the other…and could actually hurt

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Internet Lovers

38%

Money Savers

34%

Tech Savvy

28%

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Tech Savvy (Seg1) –Interested most in the features of the computer.

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Internet Lover(Seg2) – Most concerned with how fast and how often they can access the web

Tech Savvy (Seg2) –Interested most in the features of the computer.

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$ Saver (Seg3) –Interested in saving money.

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The “Segmentation Wizard” is a shortcut survey that is extracted from the 15 minute survey and identifies the segment membership of that individual

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DEVELOP SURVEY QUESTIONS

Computers

ANALYZED SURVEY RESULTS → Addressable Minds

INTERNET

IdeaMap™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

Segmentation Wizard consists of 3 or 4 elements identified in the in-depth 10 – 15 minute survey

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The Computer 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_Comp/index.htm

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The Computer Segmentation Wizard

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• The prices are low but the quality is high!• If bought for business or education related purposes, receive $100 rebate!• With customizable features, you choose what you pay.• Due to our enhanced anti-virus protection our computers last longer than most, making them an investment.

• Why use buttons when you can use your voice? This laptop can hear you!• Be able to use your laptop out in the park or for a work day in the sun.• Solar seek cells make it easier to charge your laptop with solar power.• Built in projector for those family movie nights or important business presentations.

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Conclusions• Addressable Minds has allowed us to point to the need for 3

individual messaging groups

• Now we know which key marketing messages will persuade the 3 main consumer segments to buy, buy, buy.

• Conclusion => Now that you can improve messaging by:– Knowing the segmentation– Giving the right messages to the right segments

YOU CAN INCREASE YOUR COMPANY’S REVENUE EXPONENTIALLY

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