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Project Team Ambersley , Dillon Mitchell, Robert Rojas-Torres, Blas Vazquez, Israel

Upward Bound Final Report – December 2011 Survey and Analysis for Increasing Movie tickets sales. Project Team Ambersley , Dillon Mitchell, Robert Rojas-Torres, Blas Vazquez, Israel . Topics. Identify a business issue to which surveying will get to the mind of the consumer

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Project Team Ambersley , Dillon Mitchell, Robert Rojas-Torres, Blas Vazquez, Israel

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  1. Upward Bound Final Report – December 2011 Survey and Analysis for Increasing Movie tickets sales Project Team Ambersley, Dillon Mitchell, Robert Rojas-Torres, Blas Vazquez, Israel

  2. Topics Identify a business 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. BusinessIssue People are using different outlets to see movies such as DVDs, Netflix, cable TV, downloads, home theaters… How can we make/convince people to come to the movie theaters? Our team of Upward Bound students wants to find out what to say & how to say it to potential movie goers.

  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. Addressable Minds Approach IDENTIFY TARGET MARKET DEVELOP SURVEY QUESTIONS 10 – 15 minutes INTERNET IdeaMap™ SURVEY SUY Potential movie goers 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 Potential movie goers 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 chocolate To serve as a learning vehicle for the application Addressable Minds to a practical business issue Sufficient to show the power of the method 9

  10. SURVEY OVERVIEW • An Addressable Minds Survey is a survey of key ideas for movie theaters • Survey conducted on November 23, 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 people to go to movie theaters 10

  11. SURVEY OVERVIEW • 52 Individuals responded • The main question asked in the survey: • How likely are you to go to this movie theater based on this information? • Data reveals the mind-sets of respondents across the United States, as well as ‘what works, what doesn’t’ 11

  12. The Survey begins with an orientation screen 12

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

  14. What convinces?What drives feelings? RESULTS

  15. Total Panel – likes bargains and quality movie experience 15

  16. The Total Panel’s Interest is Different From That in Each of Two Identified Segments 16

  17. Team identified two unique segments Different People – Different Approach Penny Pincher 77% Comfort Seeker 23% Messaging for one isn’t necessary going to appeal to the other…and could actually hurt 17

  18. Penny Pinchers (Seg1) 18

  19. Penny Pinchers (Seg1) • Respond well to messages that describe various discounts and bargains • Every Friday from 5 p.m. to 1a.m. tickets are half price • Buy 2 tickets get 1 free • Every 5th time you go the movies is free • React negatively to messages regarding extra-features of movie theaters like games or food • Catch a movie in a mall • A wide selection of fast foods to enjoy during a movie • Arcade room with the latest games

  20. Comfort Seeker (Seg2)

  21. Comfort Seeker (Seg2) • Respond well to messages that describe comfortable conditions of a theater • Ideal heating system to keep you warm in the winter • Surround sound makes you feel like you are inside the movie • Plenty of leg room for your comfort • React negatively to messages about healthy food and arcade games • Arcade room with the latest games • Now serving healthy foods at our concession stands

  22. Conclusions/Recommendations Movie theaters could increase their ticket sales if they change their advertising campaigns. The new advertisement would include the top-rated messages identified in Movie theater survey. Two segments discovered by Addressable Minds point to the need for 2 individual messaging groups. If the right messages are given to the right people sales of movie tickets would go up.

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