module 7 final report math 110 brought to life with addressable minds

MODULE 7

FINAL REPORT

Math 110Brought to life with Addressable Minds

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Project TeamChristina Celifie

Benjamin GoldsmithJada Mitchell-Gyening

Jeremy Schwartz

Math 110Final Report – Spring 2012

Survey and Analysis forWhat influences one’s selection of an airline?

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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

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Business IssueThe following are examples of Airline Company Issues

• With the numerous airline companies out there, it has become a highly competitive field

• What can airlines do to distinguish themselves from each other to attract more flyers

• The airline’s marketing and advertising to new/prospective flyers needs to know what to say & how to say it to increase sales

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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.

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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.

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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

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Create Addressable Minds messaging for airline studies

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DEVELOP SURVEY QUESTIONS

Potential Flyers

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





MARKET SEGMENTATION SEGMENTATION WIZARDMARKETING PHRASES

10 – 15 minutes

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Addressable Minds’ underlying scienceuses standard Science and Mathematics

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Potential Flyers


INTERNET


IDENTIFY AREA OF STUDY

Conjoint analysis

Ordinary Least Squares Regression

Discriminant Function Analysis

Experimental Design – Stimulus/Response

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A Survey Was Performed by our team in the field of Airlines

• To serve as a learning vehicle for the application Addressable Minds to a practical business issue

• Sufficient to show the power of the method

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SURVEY OVERVIEW(1 of 2)

An Addressable Minds Survey is a survey of key ideas for airline advertising to prospective flyers

Survey conducted on April 2, 2012 :◦ Population Ages 18 and over of Males/Females across the US

We created key marketing and advertising messaging with the intent to entice the survey taker to express their preferences when selecting an airline.

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SURVEY OVERVIEW(2 of 2)

• 54 Individuals responded

• Assess two major aspects of messages– Do they convince a prospect to select that hypothetical airline?– How do these messages make the prospect 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 PUT YOUR WELCOME SCREEN HERE

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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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Since the Beginning of

Time•Man has wanted to fly•He has wanted to have better quality and quantity•Odds of being on an airline flight with at least one fatality is 1 in 11.4 million•Odds of being killed on a single airline flight is 1 in 29.4 million

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What convinces?

What drives feelings?

RESULTS

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Total Panel – Interested in business travel and traveling for leisure

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The Total Panel’s Interest is Different From That in Each of Two Identified Segments

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There are two unique segments Different Flyers – Different Approach

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

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Business Travelers

63%

Traveling for Leisure

37%

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Business (Seg1) – Interested in business travel and traveling for leisure

1) How likely are you to use this airline based on this information?

<-- Not likely Very likely - ->1 2 3 4 5 6 7 8 9

Highlighted >+9 winners & <-9 losers

Sorted byTotal Sample

Seg1 of 2Business

Seg2 of 2Leisure

Base Size 54 34 20

Constant 21 21 21

30min guarantee for incoming baggage 11 25 -13

Extra carry on bags….No extra charge when choosing our airline 13 24 -6

Fly with us and your bags will fly free 9 19 -9

Special holiday deals 11 19 -2

FREE club membership 14 18 7

Top Security guaranteed at airports 14 18 8

When joining our club your 1st flight is 9 Dollars! 16 16 16

Comfy leather seats 11 14 4

Large variety of snacks 7 14 -5

International cuisine 8 13 0

Gift card given if flights are late 11 12 10

Extra legroom with your seat 13 12 16

Enjoy VIP perks with our executive club membership 9 11 4

Frequent flyers get extra carry on bags 11 10 13

Unlimited in-flight shopping with payment options available -2 -5 4

Baby Formula available on menu for nursing mothers -12 -7 -21

24/7 baggage assistance -2 -8 7

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Business Flyers Turn-on's•Extra carry on bags•30 minute guarantee for retrieving luggage

•International cuisine•VIP perks from executive clubs

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Traveling for Leisure (Seg2) – Interested in business travel and traveling for leisure

1) How likely are you to go to this resort?<-- 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 2Business

Seg2 of 2Leisure

Base Size 54 34 20

Constant 21 21 21

City guide scouts HOT spots for each destination 9 4 18

Wider seats in both coach and first class sections 10 6 17

Open bar in Pre-flight lounge 6 -1 17

Extra legroom with your seat 13 12 16

When joining our club your 1st flight is 9 Dollars! 16 16 16

Adjustable personal heating and air conditioning 11 8 15

Ticket fees updated online every 24 hours 7 3 14

Frequent flyers get extra carry on bags 11 10 13

Fresh food prepared daily 6 3 12

Gift card given if flights are late 11 12 10

Live status for the whereabouts of incoming flights 8 7 10

Affordable meals 1 8 -10

30min guarantee for incoming baggage 11 25 -13

Baby Formula available on menu for nursing mothers -12 -7 -21

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Leisure Flyers Turnoffs

•30 minute guarantee for incoming baggage•Affordable meals•Baby formula available for nursing mothers

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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

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Potential Flyers


INTERNET


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

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The Airline Study 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_2012_Airline/QC_2012_Airline.htm

http://mjiweb.com/mjitt/QC_2012_Airline/QC_2012_Airline.htm

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Conclusion•In order to be a good sales person you must know to whom your selling and what your customers like•Business travelers want get their bags quick and not have to pay extra if they bring another bag•Leisure travelers want to know where's the best place to go to have fun and be comfortable while going there•To attract more Flyers and increase sales for our airline, the interests of the flyers must be examined through the two segments and we must modify our advertisements based on their responses

module 7 final report math 110 brought to life with addressable minds

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