Project TeamArik Ohana

Ashley ReyesHunyong

MinYoung

Math 110Final Report – Spring 2012

Survey and Analysis forFitness Club

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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

• Physical fitness and overall health has become an increased priority for many people.

• However, there hasn’t been a gym to offer its members all of the qualities needed for a completely healthy and fit lifestyle.

• Fitness centers need to know what are essential necessities in promoting a completely healthy, fit lifestyle.

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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 Fitness Clubs

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DEVELOP SURVEY QUESTIONS

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

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 Fitness Clubs

• 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 (Fitness Club) 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 attend their fitness club

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SURVEY OVERVIEW

• 50 Individuals responded

• Assess two major aspects of messages– Does it convince a prospect to attend?– 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 a multi-faceted gym that offersa wide range of services to it’s members.

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

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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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Making exercise a sport

12%

Making exercise fun and social

22%Making exercise a

pampered, healthy fed utopia

66%

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Making Exercise A Sport(Seg1) – Interested in exercising through sport and recreational activity

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Making exercise a sport (Segment 1)

Turn-ons Interested in an Olympic size pool Interested in a Boxing ring with classes Interested in full length basketball courts

Turn-offsNot concerned with achieving ideal weightDon’t care to join tournaments

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Making exercise a pampered, healthy fed utopia (Seg2) – Interested in hygienic needs. Not so interested in recreation.

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Making exercise a pampered, healthy fed utopia (Segment 2)

Turn-onsWant child care Interested in spa Interested in hygienic needs

Turn-offsNot concerned with competitionsUninterested in boxing ring

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Making exercise fun and social(Seg3) – Interested in exercising with people and social aspects.

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Making exercise fun and social (Segment 3)

Turn-onsAchieving ideal weightFree shuttle bus transportationClasses for gymnastics

Turn-offsNot interested in boxing ringNot concerned with basketball courts

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

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 Fitness Club Segmentation Wizard– Online example

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

www.mjiweb.com/mjitt/QC_Fall_2012_Fitness/QC_Fall_2012_Fitness.htm

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The Segmentation Wizard Example

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Conclusions/Recommendations

• Three Segments discovered by Addressable Minds point to the need for 3 individual messaging groups

• You can improve messaging...but you have to– Know the segmentation– Give the right message to the right segment

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RecommendationsAddressable Minds was able to help identify the immense importance the therapeutic affect can provide to it’s members in a fitness center .

Mostly overlooked, due to cardio and weight lifting but equally important to fitness and health is the state of the mind and spirit. The high response rate for the “Spa” and “Organic Food Court” elements demonstrate members are seeking more than just a weight room. Furthermore “Child Care” allows the member to escape some responsibilities for a time to truly focus on strengthening the spirit and mind.

Eating the right food along with properly relaxing the mind and body allow members to perform better in the gym thus maximizing the results. Providingthese added qualities are crucial to health inside and out but also allow members to get more out of it than a traditional fitness center.

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RecommendationsAddressable Minds also illustrated the benefits of having variety with regardsto what a fitness center has to offer . No longer are traditional cardio and weight lifting exercises sufficient. Members want new ways to work out and exercise and sports, provide a perfect alternative.

Boxing, Basketball, Swimming and Gymnastics are a few alternative methods ofexercising that each focuses on a different aspect of physical fitness. They also allow for a new level of fun. It doesn’t even need to be competitive because it’s primary purpose is to make exercise more enjoyable.

Instead of having to work out to stay fit, members play the sports and a by product of that is staying fit. Whether sports or working out is more enjoyablethe fact that there is a variety simply provides the member with more ways tobecome or stay in shape, healthy and physically fit.