Project Team

Sapphire DrummondJasdeep Kaur

Samantha MattssonMeagan Smith

Math 110Final Report – December

2011Survey and Analysis for

attractingGym members

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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

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BUSINESS ISSUE

• There are many gyms available for use for the public.• However very few people make use of the opportunity

to join a gym and stay healthy and fit.

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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 A GYM

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DEVELOP SURVEY QUESTIONS

Potential Gym Members

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 Gym Members

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 A GYM

• 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 encouraging people to join the gym.

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 join a gym.

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SURVEY OVERVIEW(2 OF 2)

• 53 Individuals responded

• Assess two major aspects of messages• Does it convince a prospect to join a gym?• 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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The Survey begins with an orientation screen

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Each respondent evaluates 48 unique combinations of elements

First on overall interest

1414

Then selects a single emotion

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WHAT CONVINCES?

WHAT DRIVES FEELINGS?

RESULTS

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TOTAL PANEL – INTERESTED IN NO ENROLLMENT FEE AND NOT CONCERNED WITH SPECIFIC FIELD ACTIVITIES

1) How likely are you to join our gym?<-- 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 53

Constant -6

No enrollment fee 25

Take part in one of our 50 different classes (yoga, spinning, zumba etc) 22

Come workout with our brand new 200 + fitness equipment 21

Not sure if you want to join...sign up for a week free membership 20

Feeling some pain…come get a massage from our wonderful masseuses 20

Low monthly cost just 30 dollars a month 20

Free childcare while you workout 7

Mommy and me classes with a variety of times to suite working parents 5

Spin away while watching a movie in our luxiours fitness theater 4

Keep your child active after school with enjoyable activities 3

Pick up some basketball games on one of our three courts. 2

Play a game of baseball on our state of the art baseball diamond -7

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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 join our gym?<-- Not likely at all                       Very likely - ->

1        2         3        4        5        6        7        8        9Sorted by Total Sample : Highlighted >+9 winners & <-9

losers

Sorted by

Total Sample

Seg1 of 3-Fitness Seekers

Seg2 of 3- Motivation

Seekers

Seg3 of 3-

Money Cautious

Base Size 53 28 13 12Constant -6 -24 20 8

No enrollment fee 25 40 8 10Take part in one of our 50 different classes (yoga, spinning, zumba etc)

22 28 22 8

Come workout with our brand new 200 + fitness equipment 21 27 10 18Not sure if you want to join...sign up for a week free membership 20 27 10 14Feeling some pain…come get a massage from our wonderful masseuses

20 31 6 11

Low monthly cost just 30 dollars a month 20 18 8 38Do a lap(s) on the indoor and outdoor running tracks 17 21 19 4One on one time with private fitness trainer 15 30 5 -6After a tough workout take a bite or sip from our affordable and healthy snack shack

8 23 -3 -16

Free childcare while you workout 7 1 6 22Mommy and me classes with a variety of times to suite working parents

5 -1 2 21

Spin away while watching a movie in our luxiours fitness theater 4 14 0 -15Keep your child active after school with enjoyable activities 3 -8 13 21Pick up some basketball games on one of our three courts. 2 12 2 -23

Play a game of baseball on our state of the art baseball diamond -7 -4 7 -31

THERE ARE THREE UNIQUE SEGMENTS DIFFERENT GYM MEMBERS – DIFFERENT

APPROACH

Messaging for one isn’t necessary going toappeal to the other…and could actually hurt 18

Fitness Seekers

53%

Money Cautious

23%

MotivationalSeekers

25%

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GYM (SEG1) – INTERESTED IN GETTING FIT.

FITNESS SEEKERS

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53% of survey takers; the fitness seekers are interested in:

A wonderful massage after a tough workout.

One on one time with private trainer.

The numerous Fitness classes offered daily.

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FITNESS (SEG2) – INTERESTED IN MOTIVATIONAL PROGRAMS

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A relaxing Sauna after a tough workout

Open 24/7 so members can work out at any time

25% of survey takers; the motivational seekers are interested in:

MONEY CONSCIOUS(SEG3)- INTERESTED IN SAVING MONEY

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1) How likely are you to join our gym?<-- Not likely at all                       Very likely - ->

1        2         3        4        5        6        7        8        9Sorted by Total Sample : Highlighted >+9 winners & <-9

losers

Total Sample

Seg1 of 3-Fitness Seekers

Seg2 of 3- Motivation

Seekers

Seg3 of 3-

Money Cautious

Base Size 53 28 13 12Constant -6 -24 20 8

No hidden fees 15 13 -4 39Low monthly cost just 30 dollars a month 20 18 8 38Full time student? ...Show your school ID and only pay 25 dollars a month

11 3 10 29

Fun summer camps to allow children to stay fit and meet friends 8 2 7 24

Free childcare while you workout 7 1 6 22Looking for competition...Weekly contests with prizes offered 9 9 -3 22Fully loaded locker room...buy a lock get a free locker 9 20 7 -11

Spin away while watching a movie in our luxiours fitness theater 4 14 0 -15

After a tough workout take a bite or sip from our affordable and healthy snack shack

8 23 -3 -16

Pick up some basketball games on one of our three courts. 2 12 2 -23Play a game of baseball on our state of the art baseball diamond

-7 -4 7 -31

MONEY SAVERS

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23 % of survey takers are Money CautiousMoney Savers like:

Low monthly cost

Free childcare

Weekly contests to win prizes

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 Gym members

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

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THE GYM SEGMENTATION WIZARD– ONLINE EXAMPLE

THE SEGMENTATION WIZARD IS A SHORT SURVEY WITH THE QUESTIONS DERIVED FROM THE FULL SURVEY TO IDENTIFY SEGMENT MEMBERSHIP

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THE GYM SEGMENTATION WIZARD– ONLINE EXAMPLE

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CONCLUSIONS• Three Segments discovered by Addressable

Minds point to the need for 3 individual messaging groups

• Positive Emotions can be uncovered and subsequently reinforced in the marketing elements

• Conclusion => By using our research we can create and incorporate appropriate programs and commodities to encourage people to join a gym.