Project Team

Shanice BaileySally Kim

Andrew Nadler

Math 110Final Report – December 2011

Survey and Analysis forMovie Theaters

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Business IssueAn increased number of people viewing movies

But….there are fewer consumers going to the movie theaters, they are instead using other outlets (ex: Rentals, Online)

How to help the movie theaters better advertise to attract customers to their business

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About Addressable MindsAddressable Minds is a scientific, actionable

form of “predictive consumer intelligence” for business and social issues.

This patented science created by Dr. Howard Moskowitz ,has achieved critical acclaim and financial success across:product design and development, consumer messaging,more effective consumer engagement

physically and digitally.

Survey Overview51 Individuals respondedAssess two major aspects of messages

Does it convince a prospect to attend the movie theaters?

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 elementsFirst on overall interest

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Then selects a single emotion

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What convinces?

What drives feelings?

RESULTS

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Total Panel – Interested in Discounts and membership clubs but were not interested in

transportation or crowd control

There are three unique segments Different Customers – Different Approach

Messaging for one isn’t necessary going toappeal to the other…and could actually hurt 11

Value Seekers47%

Movie Fanatics20%

Laid Back Customers33%

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The Total Panel’s Interest is Different From That in Each of Three Identified Segments of customers

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Value Seekers (Segment One)Highly Interested In…• Discoun

ts and Specials

• Low Priced snacks and other concession perks

Not so interested in…

• Location and other traveling concerns

• Crowd control and other safety services

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Laid Back Customers (Segment Two)

Highly Interested In…

Not so interested in…

• Friendly Workers

• Clean and comfortable environment

• Food selections and concessions stand

• Transport options to and from movie theater

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Movie Fanatics(Segment Three)Highly Interested In…

Not so interested in…

• Discounts and memberships for avid movie goers

• Large variety of movies

• Location and convenience of theater• Extra features the theaters offers

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The Movie Theaters 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_Movie1/index.htm

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The Movie Theaters Segmentation Wizard– Online example

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ConclusionsThree 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 =>The results of our study could help movie theaters advertise and target different types of consumers, as well as potential audience as a whole. We recommend using top-rated messages for total panel to be included in general advertisement. When there’s an opportunity to define the type of potential movie-goer through segmentation wizard we suggest using top-rated messages from each of three identified segments

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Full House!Empty Seats