Project Team Robert Albanese Jennifer Chen Dan Jang Andriana Xenophontos

1. Math 110 Final Report – December 2011 Survey and Analysis for Musical Performers Project Team Robert Albanese Jennifer Chen Dan Jang AndrianaXenophontos

2. 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 Topics

4. There is an increased number in musical performers and collabs But….there are fewer people attending concerts The music industry and it’s advertising to new/prospective concert goers needs to know what to say & how to say it to increase ticket sales. Business Issue 4

5. 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. About Addressable Minds

6. 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 market • research • 2005 Charles Coolidge Parlin Marketing Research Award The “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.

7. Psychographic Segmentation - Social Class - Lifestyle Type - Personality Type Behavioral Segmentation - Product Usage - Brand Loyalty - Attitudinal Demographic Segmentation - Age - Gender - Income Cuts across traditional segmentation & detects hidden preferences Addressable Minds Addressable Minds

8. ANALYZED SURVEY RESULTS → Addressable Minds MARKET SEGMENTATION SEGMENTATION WIZARD MARKETING PHRASES Create Addressable Minds messaging for selling tickets to a concert IDENTIFY TARGET MARKET DEVELOP SURVEY QUESTIONS 10 – 15 minutes INTERNET IdeaMap™ SURVEY SUY Potential concert goers

9. ANALYZED SURVEY RESULTS → Addressable Minds Conjoint analysis Ordinary Least Squares Regression Discriminant Function Analysis Experimental Design – Stimulus/Response Addressable Minds’ underlying scienceuses standard Science and Mathematics IDENTIFY TARGET MARKET DEVELOP SURVEY QUESTIONS SURVEY INTERNET IdeaMap™ SURVEY SUY Potential concert goers

10. 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 A Survey Was Performed by the Team in the area of Musical Performers

11. Creating Categories for the Survey • For the survey, our group decided to make each category a genre of music with the elements inspired by that genre. • This process made it easier to develop elements that would best tailor to different potential concert goers and music fans.

12. Category One: Ballads • Example of Elements • Live Soulful, Passionate Performance • Cool, calm, collected singers with passion for their music

13. Category Two: Dance/House Music • Example of Elements • Music makes you want to get on your feet • Members are well-known DJs and know how to make a good beat

14. Category Three: Rap Music • Example of Elements • Rags to riches background of members...making them ideal role models • The group has the ability to free style...there is never a dull moment

15. Category Four: Rock Music • Example of Elements • Members are multi-talented...from singing to playing guitar • The group is known by a signature look and trademark

16. Category Five: HipHop/Pop Music • Example of Elements • Music is catchy...makes you want to listen to it over and over again • Performers have the ability to not only sing but dance

17. Category Six: Country Music • Example of Elements • The lyrics have a persona vibe and are self composed • Performances provide a sense of belonging

18. SURVEY OVERVIEW(1 of 2) • An Addressable Minds Survey is a survey of key ideas for concert ticket advertising to prospects • 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 tickets to attend a concert.

19. SURVEY OVERVIEW(2 of 2) • 53 Individuals responded • Assess two major aspects of messages • Does it convince a prospect to buy? • 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’

20. The Survey begins with an orientation screen

21. Each respondent evaluates 48 unique combinations of elements First on overall interest

22. Then selects a single emotion

23. What convinces?What drives feelings? RESULTS

24. Total Panel – Interested in performers’ backgrounds. Not concerned with genders of members.

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

26. There are two unique segments Different Preferences – Different Approach Messaging for one isn’t necessary going to appeal to the other…and could actually hurt Music Lovers 57% Appreciators of Talent and Performance 43%

27. Music Lovers • Interests: • Performers have a “rags to riches” background • Music is self composed and makes you want to get on your feet • Singers have passion for music and are good lyricists.

28. Music Lovers (Seg1) – Interested in the components in the music. Not concerned with individual talents.

29. Appreciators of Talent and Performances • Interests: • Music is catchy and makes adrenaline rush • Performers are multi-talented and have ability to hype audience. • Performances are passionate and well choreographed.

30. Appreciators of Talent and Performances(Seg2) Interested in talent of performers. Not concerned with musical components.

31. ANALYZED SURVEY RESULTS → Addressable Minds SEGMENTATION WIZARD Segmentation Wizard consists of 3 or 4 elements identified in the in-depth 10 – 15 minute survey 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 IDENTIFY TARGET MARKET DEVELOP SURVEY QUESTIONS 10 – 15 minutes INTERNET IdeaMap™ SURVEY SUY Potential concert goers

32. The Musical Performers Segmentation Wizard– Online exampleThe Segmentation Wizard is a short survey with the questions derived from the full survey to identify segment membership http://mjiweb.com/mjitt/QC_Fall2011_Musical/index.htm

38. Addressable Minds discovered two segments that describe two different types of potential concert goers. With this information, we can effectively increase ticket sales by catering to the different preferences that the potential concert goers have. To have a full concert and maximize the ticket sales, we can tailor to the two segments and attempt not to turn either segment off. Conclusions