The document summarizes a study conducted to identify messaging that would appeal to potential fans of a new baseball team. An Addressable Minds survey was administered to 52 individuals and analyzed to identify two key segments - casual fans and fanatics. The results showed that messaging targeted to one segment would not necessarily appeal to the other and could hurt engagement. The conclusion is that segmentation is important to crafting effective marketing messages for different types of potential fans.

1. Math 110
Brought to life with Addressable Minds
FINAL REPORT – DECEMBER 2011
A NEW BASEBALL TEAM
Project Team
Matt Afzali
Tanner Brandimarte
Chelsea Esposito
Anthony Iannitelli

2. 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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3. The following is an example of getting people to become
fans of a new baseball team
• A baseball team is nothing without their fans
• There are many reasons why a person chooses which
team to become a fan
• The baseball team’s marketing and advertising to
ordinary people needs to know what is needed to
increase it’s fan base for a new team
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4. 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 was invented by a man who is honored by the scientific
community, Dr. Howard Moskowitz.
• Dr. Howard Moskowitz 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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5. Dr. Howard Moskowitz.
s the Chairman of iNovum, a graduate of Queens College
and holds a Ph.D. in Experimental Psychology from Harvard
University.
on two of the most prestigious awards in market
research
005 Charles Coolidge Parlin Marketing Research
Award
010 Walston Chubb Award for Innovation across all
sciences, Sigma Xi, The Scientific Research Society,
international Awarded for Mind Genomics:
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6. Addressable Minds
Cuts across traditional segmentation & detects hidden preferences
Behavioral Segmentation
- Product Usage
- Brand Loyalty
- Attitudinal
Addressable Minds
Psychographic Segmentation
- Social Class
- Lifestyle Type
- Personality Type
Demographic Segmentation
- Age
- Gender
- Income
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7. The Survey begins with an orientation screen
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8. • An Addressable Minds Survey is a survey of key ideas
for finding out the elements for a person to become a
fan of a new baseball team
• 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 to
become a fan of a new baseball team in the MLB
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9. • 52 Individuals responded
• Assess two major aspects of messages
– Does it convince a prospect to become a fan?
– 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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10. Create Addressable Minds messaging for Fan
base for a New Baseball Team
IDENTIFY TARGET MARKET
DEVELOP SURVEY QUESTIONS
10 – 15 minutes
INTERNET
SUY SURVEY
IdeaMap™ Potential fans
ANALYZED SURVEY RESULTS → Addressable Minds
MARKET SEGMENTATION MARKETING PHRASES SEGMENTATION WIZARD
Total Seg 1 Self Seg 2 Seg 3 Seg 4 Personal
Sample Driven Online Technology/ Collaborative Touch with
Banking High Security Online Seekers Technology
Seekers Seekers
Base Size: (267) (105) (50) (59) (53)
Constant: 31 34 28 31 26
Online Collaborative
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
No more paper mail – we will send you copies of statements by secure e-mail
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 Securely manage your account by PDA, Internet of automated telephone
Online Other
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., Our banks customer services reps will help browse & use our on-line services
loan application) delivered to you via e-mail, text or instant 1 6 -4 -3 0
ON2 messaging
No more paper mail... W e will send you statements and images of
transactions securely by email -2 5 -17 -5 2
ON1 We allow you to pay bills securely using your mobile devices (cell
phone, PDA, Blackberry, etc.) -4 2 -13 -9 -2
Manage all your banking needs with a state of the art kiosk and be confident
In-Branch Recognition that live help is available if you need it
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
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11. Each respondent evaluates 48 unique combinations of elements
First on overall interest
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12. Then selects a single emotion
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13. RESULTS!
What convinces?
What drives feelings?
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14. Total Panel – Interested in a team that will win with
affordable prices at the stadium
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14

15. Casual Fans Fanatics!
40% 60%
Messaging for one isn’t necessary going to
appeal to the other…and could actually hurt
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16. (Seg1) : Casual Fans
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17. (Seg2): Fanatics
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18. 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
IDENTIFY TARGET MARKET
DEVELOP SURVEY QUESTIONS
10 – 15 minutes
INTERNET
SUY SURVEY
IdeaMap™ Potential fans
ANALYZED SURVEY RESULTS → Addressable Minds
SEGMENTATION WIZARD
Segmentation Wizard consists of 3 or 4 elements No more paper mail – we will send you copies of statements by secure e-mail
identified in the in-depth 10 – 15 minute survey
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
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19. The Baseball fan 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_Baseball/inde
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20. The Baseball Fan Segmentation Wizard–
Online example
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21. More Screen Shots of the Baseball Fan
Segmentation Wizard
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22. More Screen Shots of the Baseball Fan
Segmentation Wizard
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23. More Screen Shots of the Baseball Fan
Segmentation Wizard
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24. Conclusions
• Two Segments discovered by Addressable Minds point to the need for 2
individual messaging groups which are Fanatics and Casual fans.
• Conclusion => You can improve messaging...but you have to
– Know the segmentation
– Give the right message to the right segment !
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