Math 110
Final Report – December 2011
Survey and Analysis for
A New Baseball Team
Project Team
Matt Afzali
Tanner Brandimarte
Chelsea Esposito
Anthony Iannitelli
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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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The following is an example of getting people to
become fans of a new baseball team
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A baseball team is nothing without their fans
There are many reasons why a person chooses
which team to become a fan of
The baseball team’s marketing and advertising to
ordinary people needs to know what is needed to
increase it’s fan base for a new team
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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 was invented by a man who is honored by the scientific
community, Dr. Howard Moskowitz.
Dr. Howard Moskowitz 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.
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Dr. Howard Moskowitz.
• 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
• 2010 Walston Chubb Award for Innovation across all
sciences, Sigma Xi, The Scientific Research Society,
international Awarded for Mind Genomics:
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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
The Survey begins with an orientation screen
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An Addressable Minds Survey is a survey of key ideas
for finding out the elements for a person to become
a fan of a new baseball team
Survey conducted on November 6, 2011 :
◦ Population Ages 18 and over of Males/Females across the US
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The team created key marketing and advertising
messaging with the intent to entice the survey taker
to become a fan of a new baseball team in the MLB
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52 Individuals responded
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Assess two major aspects of messages
◦ Does it convince a prospect to become a fan?
◦ How does it make the prospect feel?
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Data reveals the mind-sets of respondents across
the United States, as well as ‘what works, what
doesn’t’
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Create Addressable Minds messaging for
Fan base for a New Baseball Team
IDENTIFY TARGET MARKET
DEVELOP SURVEY QUESTIONS
INTERNET
SUY
IdeaMap™
10 – 15 minutes
SURVEY
Potential fans
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)
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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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Each respondent evaluates 48 unique combinations of elements
First on overall interest
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Then selects a single emotion
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Total Panel – Interested in a team that will win
with affordable prices at the stadium
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Casual Fans
40%
Fanatics!
60%
Messaging for one isn’t necessary going to
appeal to the other…and could actually hurt
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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
INTERNET
SUY
IdeaMap™
10 – 15 minutes
SURVEY
Potential fans
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
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http://mjiweb.com/mjitt/QC_F
all2011_Baseball/index.htm
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Two Segments discovered by Addressable Minds point to the need
for 2 individual messaging groups which are Fanatics and Casual
fans.
Conclusion => You can improve messaging...but you have to
◦ Know the segmentation
◦ Give the right message to the right segment !
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