Project Team Jeanette Daza Angelica Hernandez Liora Mahgerefteh Lior Moussaieff

1. Math 110 Final Report – May 9, 2011 Survey and Analysis for Retail Shopping Project Team Jeanette Daza Angelica Hernandez LioraMahgerefteh LiorMoussaieff

2. 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

3. Business & SalesIssues Retail Shopping is necessity to some, and a nascence to others.. By doing a research study we sought out the different responses the public has on this issue. Our study composed different issues concerning the conflicting amount of people that preferred in-store shopping to online shopping. By having a range of prices throughout the store for our merchandise is a way to broaden the customer, spectrum, and spiking their personal interest.

4. 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.

5. 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.

6. Addressable Minds 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

7. Create Addressable Minds messaging for Retail Shopping IDENTIFY TARGET MARKET DEVELOP SURVEY QUESTIONS 10 – 15 minutes INTERNET IdeaMap™ SURVEY SUY Potential Retail Shopping Sales ANALYZED SURVEY RESULTS → Addressable Minds MARKET SEGMENTATION SEGMENTATION WIZARD MARKETING PHRASES 7

8. Addressable Minds’ underlying scienceuses standard Science and Mathematics IDENTIFY TARGET MARKET DEVELOP SURVEY QUESTIONS INTERNET IdeaMap™ SURVEY SUY Retail Shopping Sales Experimental Design – Stimulus/Response ANALYZED SURVEY RESULTS → Addressable Minds Ordinary Least Squares Regression Discriminant Function Analysis Conjoint analysis 8

9. A Survey Was Performed by the Team in the area of Retail Shopping 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 9

10. SURVEY OVERVIEW(1 of 2) 10 • An Addressable Minds Survey is a survey of key ideas for retail shoppers to prospects • Survey conducted on March 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 shop at our retail store.

11. SURVEY OVERVIEW(2 of 2) 11 • 50 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’

12. The Survey begins with an orientation screen 12

13. Each respondent evaluates 48 unique combinations of elements First on overall interest 13

14. Then selects a single emotion PUT YOUR SAMPLE SCREEN HERE 14 14

15. What convinces?What drives feelings? RESULTS

16. Total Panel – Interested in convenient shopping and bargain shopping. 16

17. There are two unique segments Different Shoppers – Different approaches Bargain Hunters62% Convenient Shoppers 42% 17

18. Knowledge (Seg2) – Includes rewards shoppers are interested in.

19. Knowledge (Seg3) – Includes online services shoppers are interested in.

20. 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 Retail Shopping ANALYZED SURVEY RESULTS → Addressable Minds SEGMENTATION WIZARD Segmentation Wizard consists of 3 or 4 elements identified in the in-depth 10 – 15 minute survey 20

21. The Retail ShoppingSegmentation Wizard– Online exampleThe Segmentation Wizard is a short survey with the questions derived from the full survey to identify segment membership http://www.mjiweb.com/mjitt/QC_Retail/index.htm

22. The Retail ShoppingSegmentation Wizard– Online example

26. Conclusions Two Segments discovered by Addressable Minds point to the need for 2 individual messaging groups Positive Emotions can be uncovered and subsequently reinforced in the marketing elements Through this study, we have seen that both convenient shoppers and bargain hunters are hard to please, so a store that can serve both groups needs to be varied in merchandise, incentives from shopping, and prices of the merchandise provided.