Math 110
Final Report – December 2011
Survey and Analysis for
Car Consumers
Project Team
Essowe Anate
Stephen Mahoney
Rashaad Peters
Topics
 How can car dealerships create advertisements that generate more sales?
 How was Addressable Minds used throughout this project?
 How was the survey broken down and analyzed to be understood better?
2
Business Issue
 An increased number of people are looking at cars to buy from dealerships.
 But….there are people that are unsure about what exactly they want in a car.
 The car dealership’s marketing and advertising to new/prospective buyers
needs to know what to say & how to say it to increase sales
3
About Addressable Minds
 Addressable Minds is a scientific form of “predictive consumer
intelligence” for business and social issues, defining consumer
references both stated and unstated
 It has been described by Malcolm Gladwell and others as discovering
the “DNA of the Consumers Mind”
 This patented science was created by Dr. Howard Moskowitz
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Dr. Howard Moskowitz.
Addressable Minds Inventor...
• A graduate of Queens College and holds a Ph.D. in
Experimental Psychology from Harvard University
• 2005 Charles Coolidge Parlin Marketing Research Award
• 2010 Walston Chubb Award for Innovation across all sciences
5
Addressable Minds
Cuts across traditional segmentation & detects hidden preferences
Addressable Minds
Behavioral Segmentation
- Product Usage
- Brand Loyalty
- Attitudinal
Psychographic Segmentation
- Social Class
- Lifestyle Type
- Personality Type
Demographic Segmentation
- Age
- Gender
- Income
Messaging for More Effective Sales at Car
Dealerships
IDENTIFY TARGET MARKET
DEVELOP SURVEY QUESTIONS
INTERNET
SUY
IdeaMap™
10 – 15 minutes
SURVEY
Potential car buyers
ANALYZED SURVEY RESULTS → Addressable Minds
MARKET SEGMENTATION
Total
Seg 1 Self
Sample Driven Online
Banking
Seekers
Base Size:
Constant:
Online Collaborative
OC1 Connect online in 'real time' with a customer rep via instant
messaging, voice over IP or video conferencing via your
computer
OC3 Faster loan application process…work in real time online with a
loan officer
OC4 Our bank's customer service reps will help you browse and use
our online banking services
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
Online Other
ON3 We will answer all your requests in 'real time' by email, instant or
text messaging
ON4 We offer 'On demand' status reports for services requests (e.g.,
loan application) delivered to you via e-mail, text or instant
messaging
ON2 No
more paper mail... We will send you statements and images of
transactions securely by email
ON1 We allow you to pay bills securely using your mobile devices (cell
phone, PDA, Blackberry, etc.)
In-Branch Recognition
BR3 We offer a bank-issued smart card so we can recognize you
entering the branch and process your needs faster
BR4 Choose a secure eye or finger security scan to identify you
immediately in-branch and at ATM
BR2 We have the most secure biometric system that identifies you as
you enter the branch so we can process your needs faster
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
(267)
31
(105)
34
0
2
Seg 2
Technology/
High Security
Seekers
(50)
28
MARKETING PHRASES
SEGMENTATION WIZARD
Seg 3 Seg 4 Personal
Collaborative
Touch with
Online Seekers
Technology
(59)
31
(53)
26
-13
2
5
0
0
-8
12
-8
-1
0
-6
10
-10
-3
1
-11
6
-12
1
7
-11
3
-1
1
6
-4
-3
0
-2
5
-17
-5
2
2
-13
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
-4
4
-9
-2
-3
13
-1
3
2
6
4
3
10
2
-1
8
-5
6
-4
-3
-6
-11
2
Manage all your banking needs with a state of the art kiosk and be confident
that live help is available if you need it
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SURVEY OVERVIEW
(1 of 2)
 An Addressable Minds Survey is a survey of key ideas for car dealerships
advertising to buyers.
 Survey conducted on November 6, 2011 :
◦ Population Ages 18 and over of Males/Females across the US
 Created key marketing and advertising messages with the intent to
entice the survey taker to buy a certain car.
8
SURVEY OVERVIEW
(2 of 2)
 51 Individuals responded
 Assess two major aspects of messages
 Does it convince a consumer to buy?
 How does it make the consumer feel?
 Data reveals the mind-sets of respondents across the United States, as
well as ‘what works, what doesn’t’
9
The Survey begins with an orientation screen
10
Each respondent evaluates 48 unique combinations of elements
First on overall interest
11
Then select a single emotion
12
What convinces?
What drives feelings?
1
3
Total Panel – Interested in durability and safety of the car, but not
interested in cosmetics
14
The Total Panel’s Interest is Different From That in Each of Three
Identified Segments
1
5
There are three unique segments
Different Drivers – Different Approach
Average Jane/Joe
51%
Top of the Line
Low Technology
37%
12%
Messaging for one isn’t necessary going to
appeal to the other…and could actually hurt
16
Average (Seg1) –Interested in many different aspects of the vehicle except style
1) How likely are you to buy this car based on this information?
Seg1 of Seg2 of Seg3 of
<-- Not likely at all
Very likely - ->
Total
3
3
3
1
2
3
4
5
6
7
8
9
Sample
Sorted by Total Sample : Highlighted >+9 winners & <-9 losers
Base Size
51
26
6
19
Constant
19
25
17
12
Having the best crash test ratings in its class
18
32
-7
8
Great fuel efficiency means less money on gas and more money for you
Use less fuel, save the planet and save money
Built to last a lifetime, so long that you can pass it on to your kids and your kid's
kids
Available to buy or lease, so you can fit your needs
New technology being created everyday to keep you and your loved ones safe
Frontal Crash Test safety rating of 4/5 stars by the NHTSA
With the wheel direction assisted, the car moves freely
Child safety locks to keep the little ones where they should be
Options of hardtop or softop convertible, and sedan or coupe
Variety of many different colors including yellow, neon green, or bright red
Different packages that come with many options of rims and spoilers
15
26
3
5
16
18
28
9
18
17
10
21
7
16
-6
-2
9
11
7
8
-3
15
14
13
12
-11
-24
10
-6
2
20
12
9
2
4
0
-5
-11
13
-3
-8
-21
21
1
Winners: Safety, fuel efficiency, dependability, financially flexible
Losers: Style
17
Low Tech (Seg2) –Most technology statements received negative ratings
1) How likely are you to buy this car based on this information?
Seg1 of Seg2 of Seg3 of
Total
<-- Not likely at all
Very likely - ->
3
3
3
Sample
1
2
3
4
5
6
7
8
9
Sorted by Total Sample : Highlighted >+9 winners & <-9 losers
Base Size
51
26
6
19
Constant
19
25
17
12
Use less fuel, save the planet and save money
16
18
28
9
Only needs servicing every 8,000 miles.
12
11
25
9
Towing capability of up to 6.7 tons so it's moving made easier
13
10
25
13
Different packages that come with many options of rims and spoilers
Financing plans available for everybody
Options of hardtop or softop convertible, and sedan or coupe
Sporty, aerodynamic design so your car cuts through the air without much
resistance
The car is capable of reaching 60 mph in 5 seconds
Sleek leather designed interior with chrome lining
Many luxurious features such as GPS, central air conditioning, seat warmers,
attention assistance, etc.
The cars’ emission of CO2 is the lowest, making it the future of cars
Variety of many different colors including yellow, neon green, or bright red
The high technology makes them very easy cars to handle
Brakes that can stop on a dime
Two clean engines in one, providing to the car maximum power
Seat belts that will keep you safe in the event of a crash
New technology being created everyday to keep you and your loved ones safe
Winners: Economical, stylish, powerful
18
Losers: Technological
-8
-21
21
1
6
-3
10
-11
21
20
-5
0
1
2
19
-5
1
-3
0
-5
16
16
-2
-7
4
-1
14
9
5
0
13
9
-5
-11
13
-3
4
5
4
1
11
10
4
5
-13
-17
-18
-20
-1
5
11
2
9
15
-24
12
Top of the Line (Seg3) –These people not interested in discounts and cheap prices
1) How likely are you to buy this car based on this information?
Seg1 of Seg2 of Seg3 of
<-- Not likely at all
Very likely - ->
Total
3
3
3
1
2
3
4
5
6
7
8
9
Sample
Sorted by Total Sample : Highlighted >+9 winners & <-9 losers
Base Size
51
26
6
19
Constant
19
25
17
12
Drive less pollutant cars, be green
6
-5
3
21
Built to last a lifetime, so long that you can pass it on to your kids and your kid's
18
17
10
21
kids
Built with strongweight heavy duty material so it's steady like a rock
7
3
2
14
A great amount of the material used is recyclable and environmentally friendly
8
3
11
14
Towing capability of up to 6.7 tons so it's moving made easier
13
10
25
13
New technology being created everyday to keep you and your loved ones safe
9
15
-24
12
Two clean engines in one, providing to the car maximum power
4
4
-18
11
Cars are equipped with the latest audio sound; all the system is computer
7
3
5
11
assisted
Includes 8 airbags to keep you safe
7
7
-2
10
Used models are just as great but at a lower price
1
11
-7
-10
Discounts for everybody
-4
1
4
-12
Winners: Safety, powerful, and environmentally friendly
Losers: Discounts and used models
19
The “Segmentation Wizard”- a shortcut survey that is taken
from the main survey and identifies the segment
membership of that individual
IDENTIFY TARGET MARKET
DEVELOP SURVEY QUESTIONS
INTERNET
SUY
IdeaMap™
10 – 15 minutes
SURVEY
Potential car buyers
ANALYZED SURVEY RESULTS → Addressable Minds
SEGMENTATION WIZARD
Segmentation Wizard consists of 3 or 4 elements
identified in the in-depth 10 – 15 minute survey
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
20
The Cars 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_Cars/index.htm
2
The Cars Segmentation Wizard - Online example
Intro Screen
2
2
The Cars Segmentation Wizard - Online example
First Question
23
The Cars Segmentation Wizard - Online example
Second Question
24
The Cars Segmentation Wizard - Online example
Third Question
25
The Cars Segmentation Wizard - Online example
Results
26
Conclusions
 Three Segments discovered by Addressable Minds point to the need for 3
individual messaging groups:
1. Average Jane/Joe
2. Low Technology
3. Top of the Line
 Positive Emotions can be uncovered and subsequently reinforced in the
marketing elements
 Conclusion => You can improve messaging...but you have to
 Know what to avoid for all segments
 Give the right message to the right segment
2
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