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Project Team Darby BrandonRebecca Heller

Sammi KrisAndrea Samson

Math 110Final Report – Fall 2012Survey and Analysis for

Team Smartwear

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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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Business Issue

• 100,000,000 Americans exercise enough to get health benefits

• But….there are not enough brands to fulfill the needs of the consumers

• We conducted this survey to show the Sportswear brands what to say to prospective consumers & how to say it to increase sales

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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

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Create Addressable Minds messaging for Sportswear

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DEVELOP SURVEY QUESTIONS

Potential buyers for Sportswear

ANALYZED SURVEY RESULTS → Addressable Minds

INTERNET

IdeaMap™SUY SURVEY

IDENTIFY AREA OF STUDY

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

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Addressable Minds’ underlying scienceuses standard Science and Mathematics

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DEVELOP SURVEY QUESTIONS

Potential buyers for Sportswear

ANALYZED SURVEY RESULTS → Addressable Minds

INTERNET

IdeaMap™SUY SURVEY

IDENTIFY AREA OF STUDY

Conjoint analysis

Ordinary 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 Sportswear

• 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

An Addressable Minds Survey is a survey of key ideas for Sportswear college advertising to prospects

Survey conducted on November 7, 2012 :◦ 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 Sportswear

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SURVEY OVERVIEW

• 55 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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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 PRICE and FUNCTIONALITY. Not concerned with style.

1) How likely are you willing to buy this sportswear based on this information?

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

Highlighted >+9 winners & <-9 losers

Sorted by

Total Sample

Percentage Share of Total Sample 100%

Base Size 55Constant 6

Buy 2 get 1 FREE when purchasing online 27

Wicks (pulls) sweat from skin to help you stay dry 16

Improves posture with each wear 15

Will NOT break your budget 13

Free shipping on ALL online orders 13

Each garment runs true to size for a comfortable fit just for you 13

Our garments are 10% cheaper then our competitors 12

Light Weight body fit reduces bulk 11

Elasticity that lasts the lifetime of the garment 9

Available in "V" neck, "crew" neck and "scoop" neck for all preferences3

Each garment is available in three different patterns for style variability2

Has a Zip Pocket for chest storage 0

Available with either a Zipper, Half Zip, or Button Down -1

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

1) How likely are you willing to buy this sportswear based on this information?

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

Highlighted >+9 winners & <-9 losers

Sorted byTotal

SampleSeg1 of 2 Seg2 of 2

Percentage Share of Total Sample 100% 51% 49%

Base Size 55 28 27

Constant 6 6 6

Buy 2 get 1 FREE when purchasing online 27 38 16

Wicks (pulls) sweat from skin to help you stay dry 16 7 25

Improves posture with each wear 15 8 23

Will NOT break your budget 13 19 8

Free shipping on ALL online orders 13 19 7

Each garment runs true to size for a comfortable fit just for you 13 9 17

Our garments are 10% cheaper then our competitors 12 21 2

Light Weight body fit reduces bulk 11 5 18

Elasticity that lasts the lifetime of the garment 9 8 11

Our garment is reversable- two colors in one 9 6 13

Better fit to increase comfort during your workout 9 7 10

Our fabric is pre-shrunk to extend the garments life time 9 2 16

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There are two unique segments Different Consumers – Different Preference

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

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Functionality

49%

Price Conscious

51%

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Price Conscious (Seg1) – More interested in the price of Sportswear

rather than in the functionality of the garment

1) How likely are you willing to buy this sportswear based on this information?

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

Highlighted >+9 winners & <-9 losers

Seg1 of 2

Base Size 28Constant 6

Buy 2 get 1 FREE when purchasing online 38

Our garments are 10% cheaper then our competitors 21

Will NOT break your budget 19

Free shipping on ALL online orders 19

New deals available daily to keep more money in your pocket 10

Designed to move where you move 9

The more you spend the more you save on each purchased item 9

Each garment runs true to size for a comfortable fit just for you 9

Our fabric is pre-shrunk to extend the garments life time 2

Available in "V" neck, "crew" neck and "scoop" neck for all preferences0

Each garment is available in three different patterns for style variability-1

Has a Zip Pocket for chest storage -4

Available with either a Zipper, Half Zip, or Button Down -8

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Sportswear for Less Money(Segment 1)

Turn-ons Concerned with deals like Buy 2 get 1

FREE Concerned with being 10% cheaper

than competitors Concerned with FREE shipping

Turn-offsNot concerned with varieties in patternsDon’t care for zipper choices

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Functionality (Seg2) – Interested in the functionality of the garment rather than the price

1) How likely are you willing to buy this sportswear based on this information?<-- Not likely                       Very likely - ->

1        2         3        4        5        6        7        8        9 Highlighted >+9 winners & <-9 losers

Seg2 of 2

Base Size 27

Constant 6

Wicks (pulls) sweat from skin to help you stay dry 25

Improves posture with each wear 23

Light Weight body fit reduces bulk 18

Each garment runs true to size for a comfortable fit just for you 17

Buy 2 get 1 FREE when purchasing online 16

Our fabric is pre-shrunk to extend the garments life time 16

Our garment is reversable- two colors in one 13

Elasticity that lasts the lifetime of the garment 11

Flat Seams reduce skin irritation 11

Has a Zip Pocket for chest storage 4

Our garments are 10% cheaper then our competitors 2

Convenience of Machine Washability -2

New deals available daily to keep more money in your pocket -3

The more you spend the more you save on each purchased item -4

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Sportswear with multiple functions(Segment 2)

Turn-onsConcerned with anti sweating materialInterested in garments that improve postureInterested in lightweight garments

Turn-offs New deals on sportswear Machine wash ability of garments

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The “Segmentation Wizard” -- a 30 second shortcut survey, extracted from the 15 minute survey,

identifies the segment membership of an individual

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DEVELOP SURVEY QUESTIONS

Potential Buyers for Sportswear

ANALYZED SURVEY RESULTS → Addressable Minds

INTERNET

IdeaMap™SUY SURVEY

IDENTIFY AREA OF STUDY

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 Sportswear Segmentation Wizard– Online example

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

http://www.mjiweb.com/mjitt/QC_Fall_2012_Sportswear/QC_Fall_2012_Sportswear.htm

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The Sportswear Segmentation Wizard– Online example

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The Segmentation Wizard Example

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The Segmentation Wizard Example

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Conclusions/Recommendations

• Two Segments discovered by Addressable Minds point to the need for 2 individual messaging groups

• You can improve messaging...but you have to– Identify specific groups and know the different mindsets of consumers

such as: price conscious and functionality– Know how to send the right message. Know what to say and what not to

say