More Related Content Similar to Movies 1 Final Report.ppt (20) More from questioninginstitute (11) Movies 1 Final Report.ppt1. Math 110
Brought to life with Addressable Minds
FINAL REPORT – DECEMBER 2011
MOVIE THEATERS
Project Team
Shanice Bailey
Sally Kim
Andrew Nadler
3. Business Issue
• An increased number of people viewing movies
• But….there are f e we r consumers going to
the movie theaters, they are instead using other
outlets (ex: Rentals, Online)
• How to help the movie theaters better advertise
to attract customers to their business
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4. About Addressable Minds
• Addressable Minds is a scientific, actionable
form of “predictive consumer intelligence” for
business and social issues.
• This patented science created by Dr. Howard
Moskowitz ,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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5. Survey Overview
• 51 Individuals responded
• Assess two major aspects of messages
– Does it convince a prospect to attend the
movie theaters?
– 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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5
10. Total Panel – Interested in Discounts and
membership clubs but were not interested in
transportation or crowd control
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11. T h e r e a r e t h r e e u n iq u e s e g m e n t s
D if f e r e n t C u s t o m e r s – D if f e r e n t
Approa c h
Value Seekers Laid Back Movie Fanatics
Customers
47% 20%
33%
Messaging for one isn’t necessary going to
appeal to the other…and could actually hurt
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12. The Total Panel’s Interest is Different From That in Each of Three Identified
Segments of customers
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13. V a lu e S e e k e r s ( S e g m e n t
O ne )
Highly Not so
Interested interested
In… in…
•Location
•Discounts
and other
and
traveling
Specials
•Low Priced concerns
snacks and
•Crowd
other
control
concession
and other
perks
safety
services
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14. L a id B a c k C u s t o m e r s
( S e g m e n t Tw o )
Highly Not so
Interested interested
In… in…
•Friendly •Food
Workers selections
and
concessions
•Clean and stand
comfortable
environment •Transport
options to
and from
movie theater
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15. M o v ie F a n a t ic s ( S e g m e n t
Th re e )
Highly Not so
Interested interested
In… in…
•Discounts •Location
and and
membersh convenience
ips for avid of theater
•Large
movie •Extra
variety of
goers
movies features
the
theaters
offers
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16. The Movie Theaters Segmentation Wizard-
Online Example
The Segmentation Wizard is a short survey with the
questions derived from the full survey to identify
segment membership
http://mjiweb.com/mjitt/QC_Fall2011_Movie1/index.htm
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18. Conclusions
• 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 =>The results of our study could help movie
theaters advertise and target different types of consumers,
as well as potential audience as a whole. We recommend
using top-rated messages for total panel to be included in
general advertisement. When there’s an opportunity to
define the type of potential movie-goer through segmentation
wizard we suggest using top-rated messages from each of
three identified segments © 2011 18
19. F u ll H o u s e !
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