Project TeamStephanie Diamond

Yana GrabovskaAnna Rodionova

Math 110Final Report – December 2011

Survey and Analysis for Movie Theaters

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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

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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.

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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.

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

Create Addressable Minds messaging for movie theater advertisement

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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

Addressable Minds’ underlying scienceuses standard Science and Mathematics

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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

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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

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

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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’

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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?

RESULTS

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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

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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

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

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Family Oriented

42%

Comfort

14%Deal Seekers

44%

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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        9Sorted 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

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Family Oriented

This segment is interested in good deals and convenience.

They like to hear about:- Waiter service- Kid’s meals- Free tickets- Nutrition

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Turn Offs for the Family Oriented

Large Parking LotsClean Bathrooms with

Handicap Access

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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

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Deal $eekers

This segment values a good price. They like to hear about:- New technology- Ticket Deals- Free tickets- Large parking lots