Math 110
Final Report – Spring 2012
Survey and Analysis for
The Dating Experts
Project Team
Leah Grossman
Marielle Horowitz
Sara Just-Michael
Alexa Kane
What do you think of when we say, “Online
Dating”?
Topics
Our business issue is to find out what people
look for in a dating website.
In combining demographic, behavioral and
physcoanalytical perspectives we create this
idea of Addressable Minds. This allows us to
discover a persons desires without them
needing to voice it.
We created a survey using marketing
phrases, demographic questions which
depend on a person’s emotional response.
Our results divided the survey takers into two
categories; determined daters and casual
daters.
Business Issue
There are an increased number of singles
every year but not for lack of trying.
But the idea of “online dating” still frightens
most singles.
Dating websites need to know how to
market their clientele. They need to advertise to
new/prospective subscribers need to know what to
say & how to say it to increase contracts with the
websites.
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 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.
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 process that all students used to create
Addressable Minds messaging
IDENTIFY TOPIC TO STUDY
DEVELOP SURVEY QUESTIONS
SUY
10 – 15 minutes
INTERNET
SURVEY
IdeaMap™
Paid Survey takers
ANALYZED SURVEY RESULTS → Addressable Minds
MARKET SEGMENTATION
MARKETING PHRASES
8
SEGMENTATION WIZARD
A Survey Was Performed by the Team in the
area of online daters
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
10
SURVEY OVERVIEW
(1 of 2)
 An Addressable Minds Survey is a survey of key ideas for a
dating website matchmaking abilities
 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 to11join a dating
website.
SURVEY OVERVIEW
(2 of 2)
52 Individuals responded
Assess two major aspects of messages
Does it convince a prospect to date online?
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’
12
The Survey begins with an orientation screen
13
How likely are you to join this dating
website?
14
How do you FEEL about these marketing phrases?
15
15
Casual Daters
Turn Off’s
Turn On’s
Didn’t
want their
informatio
n stored
Networkin
g
Free
Don’t
want a
contra
ct
Determined Daters
Turn On’s
Turn Off’s
G-d’s match
for you
Personality
Tests
Easy
login...
with
facebook
Fast and
efficient
matchmaking
tools
Total Panel: Two segments: Casual daters and Determined daters
17
The Total Panel’s Interest is Different From That in Each of Two Identified
Segments
There are two unique segments
Casual & Determined Daters
Casual Daters
71%
Determined
Daters
29%
19
Messaging for one isn’t necessary going to
appeal to the other…and could actually hurt
Career (Seg1) – Interested in casual dating. Having fun, networking,
nothing serious.
Interested in dating seriously. Looking for something more long term and
specific.
Knowledge (Seg2) – Interested in having a variety of programs to choose
from. Not concerned with building business skills.
The online dating Segmentation Wizard–
Online example
The Segmentation Wizard is a short survey with
the questions derived from the full survey to
identify segment membership
Dating site:
http://mjiweb.com/mjitt/QC_2
012_Dating/QC_2012_Datin
g.htm
How our survey takers felt...
The online dating Segmentation Wizard–
Online example
INSERT SEVERAL PAGES OF
SCREEN SHOTS
How should we market?
Conclusion/Recommendations
Three Segments discovered by Addressable Minds point to
the need for 2 individual messaging groups; Casual and
Determined daters.
Positive Emotions can be uncovered and subsequently
reinforced in the marketing elements. We used specific
emotions to better understand our survey takers.
Depending on who you are speaking to the message needs
to be different.
•
Casual Daters want a more carefree, social environment.
They mostly want to network.
•
Determined Daters are more interested in a well knownestablished site and more in depth personality readings to
find their match.
Conclusion => You can improve messaging...but you have to
Know the segmentation
Give the right message to the right segment