Project Team

Amy CallahanSteven LitsasFrank Multani

Math 110Final Report May 9, 2011

Survey and Analysis for

Mobile Phones

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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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Mobile Phone Carriers Issue We did a study to find out what constitutes

potential consumers in purchasing a mobile phone carrier.

There is an enormous amount of mobile phone users.

But…there are still problematic carriers.

Mobile Phone carriers must figure out what the people really care about their mobile phones.

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.

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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 Mobile Phones

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DEVELOP SURVEY QUESTIONS

Potential Mobile Phone carrier customers

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 Mobile Phone Carrier Customers

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 Mobile Phones

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

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SURVEY OVERVIEW(1 of 2)

An Addressable Minds Survey is a survey of key ideas for mobile phones to prospects

Survey conducted on March, 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 buy the product/service-mobile phone carriers

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SURVEY OVERVIEW(2 of 2)

50 Individuals responded

Assess two major aspects of messages◦ Does it convince a prospect to buy?◦ 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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1212

The Survey begins with an orientation screen MOBILE PHONES WELCOME SCREEN

1313

Each respondent evaluates 48 unique combinations of elementsFirst 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 mobile phone carrier services and features. Not interested in phone applications.

1) How likely are you to switch to this mobile service provider?

<-- Not likely at all           Very Likely- -> 1        2         3        4        5        6        7        8        9

Sorted by Total Sample : Highlighted >+9 winners & <-9 losers

Total Sample

Base Size 50 Constant 20

EL_13Individual plans start as low as $39.99 a month 5

EL_23Choose from our wide iPhone selection for web browsing and mobile apps

1

EL_16A 2 gigabyte data plan for only $35 a month 5

EL_5Check your phone and voice your concerns at any of our retail stores

2

EL_3Connect with fellow network members via our online forums

-2

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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 switch to this mobile service provider?

<-- Not likely at all           Very Likely- -> 1        2         3        4        5        6        7        8        9

Section 1 of 3: Service / SupportSorted by Total Sample : Highlighted >+9 winners &

<-9 losersTotal

Sample

SEG 1 OF

3: Concerned Peopl

e

Base Size 50 31 Constant 20 23

EL_5Check your phone and voice your concerns at any of our retail stores

2 7

EL_2Check service problems online! Our online support staff can keep you updated on all service problems.

3 6

EL_1Hundreds of technical support staff only a phone call away

3 5

EL_11Applications can be purchased online and downloaded immediately to your phone

-5 -4

EL_8Buying applications for phones is simple, easy, and inexpensive

-5 -5

There are three unique segments Different Students – Different Approach

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

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Concerned People

62%

Individual Plans

26%Touch Tone Phones

12%

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Concerned People (Seg 1) Where people were more interested in expressing their concerns and how the carriers conduct their customer

services.

1) How likely are you to switch to this mobile service provider?

<-- Not likely at all           Very Likely- -> 1        2         3        4        5        6        7        8        9

Section 1 of 3: Service / SupportSorted by Total Sample : Highlighted >+9 winners &

<-9 losersTotal

Sample

SEG 1 OF

3: Concerned Peopl

e

Base Size 50 31 Constant 20 23

EL_5Check your phone and voice your concerns at any of our retail stores

2 7

EL_2Check service problems online! Our online support staff can keep you updated on all service problems.

3 6

EL_1Hundreds of technical support staff only a phone call away

3 5

EL_11Applications can be purchased online and downloaded immediately to your phone

-5 -4

EL_8Buying applications for phones is simple, easy, and inexpensive

-5 -5

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Touch Tone Phones (Seg 2) – People more interested in the touch tone phones rather than the plans / services.

1) How likely are you to switch to this mobile service provider?

<-- Not likely at all           Very Likely- -> 1        2         3        4        5        6        7        8        9

Section 2 of 3Sorted by Total Sample : Highlighted >+9 winners &

<-9 losersTotal

Sample

SEG 1 OF

3

SEG 2 OF 3: Touch

Tone Phones

SEG 3 OF 3

Base Size 50 31 6 13 Constant 20 23 18 16

EL_20Don’t like too many buttons... We also carry simple touch tone phones

2 2 60

EL_13Individual plans start as low as $39.99 a month 5 3 6 9

EL_10All compatibility questions can be easily answered online on our website

-4 -4 6-11

EL_12Many different pricing options for applications -from monthly subscription to one-time fees

1 3 -61

EL_14Family plans starting from 59.99 2 5 -23 6

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Individual Plans (Seg 3) – People who are most likely single & are more interested in plans for themselves than for others / family members.

1) How likely are you to switch to this mobile service provider?

<-- Not likely at all           Very Likely- -> 1        2         3        4        5        6        7        8        9

Section 3 of 3Sorted by Total Sample : Highlighted >+9 winners &

<-9 losersTotal

Sample

SEG 1 OF

3SEG 2 OF

3

SEG 3 OF 3:

Individual Plans

Base Size 50 31 6 13 Constant 20 23 18 16

EL_13Individual plans start as low as $39.99 a month 5 3 6 9

EL_23Choose from our wide iPhone selection for web browsing and mobile apps

1 -1 18

EL_16A 2 gigabyte data plan for only $35 a month 5 5 -1 7

EL_5Check your phone and voice your concerns at any of our retail stores

2 7 5-12

EL_3Connect with fellow network members via our online forums

-2 3 3-15

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 Mobile Phone Carrier Customers

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 Mobile Phones Segmentation Wizard– Online example

The Segmentation Wizard is a short survey with the questions derived from the full survey to identify segment membership

Place your Segmentation Wizard link here

http://www.mjiweb.com/mjitt/QC_Peer/index.htm

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The Mobile Phones Segmentation Wizard– Online example

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ConclusionsCompany X should target more individuals in their

advertisements rather than families

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 => You can improve messaging...but you have to◦ Know the segmentation◦ Give the right message to the right segment