Baseball Final Report.ppt
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Transcript of Baseball Final Report.ppt
FINAL REPORT – DECEMBER 2011
A NEW BASEBALL TEAM
Project TeamProject TeamMatt Afzali
Tanner BrandimarteChelsea Esposito
Anthony Iannitelli
Math 110Brought to life with Addressable Minds
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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
© 2011
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The following is an example of getting people to become fans of a new baseball team
• A baseball team is nothing without their fans
• There are many reasons why a person chooses which team to become a fan
• The baseball team’s marketing and advertising to ordinary people needs to know what is needed to increase it’s fan base for a new team
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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 was invented by a man who is honored by the scientific community, Dr. Howard Moskowitz.
• Dr. Howard Moskowitz 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.• 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 Award
• 2010 Walston Chubb Award for Innovation across all sciences, Sigma Xi, The Scientific Research Society, international Awarded for Mind Genomics:
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
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The Survey begins with an orientation screen
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• An Addressable Minds Survey is a survey of key ideas for finding out the elements for a person to become a fan of a new baseball team
• 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 become a fan of a new baseball team in the MLB
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• 52 Individuals responded
• Assess two major aspects of messages– Does it convince a prospect to become a fan?– How does it 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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Create Addressable Minds messaging for Fan base for a New Baseball Team
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DEVELOP SURVEY QUESTIONS
Potential fans
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
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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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RESULTS!
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Total Panel – Interested in a team that will win with affordable prices at the stadium
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Messaging for one isn’t necessary going toappeal to the other…and could actually hurt
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Fanatics!
60%
Casual Fans
40%
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(Seg1) : Casual Fans
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(Seg2): Fanatics
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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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DEVELOP SURVEY QUESTIONS
Potential fans
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
© 2011
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The Baseball fan 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_Baseball/index.htm
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The Baseball Fan Segmentation Wizard– Online example
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More Screen Shots of the Baseball Fan Segmentation Wizard
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More Screen Shots of the Baseball Fan Segmentation Wizard
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More Screen Shots of the Baseball Fan Segmentation Wizard
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Conclusions• Two Segments discovered by Addressable Minds point to the need for 2
individual messaging groups which are Fanatics and Casual fans.
• Conclusion => You can improve messaging...but you have to– Know the segmentation– Give the right message to the right segment !
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