1. Math 110
Brought to life with Addressable Minds
FINAL REPORT – DECEMBER 2011
GYM MEMBERSHIP
Project Team
Sapphire Drummond
Jasdeep Kaur
Samantha Mattsson
Meagan Smith

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. Business Issue
• There are many gyms available for use for the
public.
• However very few people make use of the
opportunity to join a gym and stay healthy and fit.
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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 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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5. Dr. Howard Moskowitz.
Addressable Minds Inventor, honored by the scientific community,...
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
The “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.
010 Walston Chubb Award for Innovation across all
sciences, Sigma Xi, The Scientific Research Society,
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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. Create Addressable Minds messaging for a Gym
IDENTIFY TARGET MARKET
DEVELOP SURVEY QUESTIONS
10 – 15 minutes
INTERNET
SUY SURVEY
IdeaMap™ Potential Gym
Members
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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8. Addressable Minds’ underlying science
uses standard Science and Mathematics
IDENTIFY TARGET MARKET
DEVELOP SURVEY QUESTIONS
INTERNET
SUY SURVEY
IdeaMap™ Potential
Experimental Design – Gym
Stimulus/Response Members
ANALYZED SURVEY RESULTS → Addressable Minds
Ordinary Least Squares Discriminant Function
Conjoint analysis
Regression Analysis
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9. A Survey Was Performed by the Team in the area of a
Gym
• 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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10. SURVEY OVERVIEW
(1 of 2)
 An Addressable Minds Survey is a survey of key
ideas for encouraging people to join the gym.
 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 join a gym.
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11. SURVEY OVERVIEW
(2 of 2)
• 53 Individuals responded
• Assess two major aspects of messages
– Does it convince a prospect to join a gym?
– 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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12. The Survey begins with an orientation screen
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13. Each respondent evaluates 48 unique combinations of elements
First on overall interest
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14. Then selects a single emotion
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15. What convinces?
What drives feelings?
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16. Total Panel – Interested in no enrollment fee and not concerned with
specific field activities
1) How likely are you to join our gym?
Sorted by
<-- Not likely at all Very likely - ->
Total
1 2 3 4 5 6 7 8 9
Sample
Sorted by Total Sample : Highlighted >+9 winners & <-9 losers
Base Size 53
Constant -6
No enrollment fee 25
22
Take part in one of our 50 different classes (yoga, spinning, zumba etc)
Come workout with our brand new 200 + fitness equipment 21
Not sure if you want to join...sign up for a week free membership 20
20
Feeling some pain…come get a massage from our wonderful masseuses
Low monthly cost just 30 dollars a month 20
Free childcare while you workout 7
5
Mommy and me classes with a variety of times to suite working parents
Spin away while watching a movie in our luxiours fitness theater 4
Keep your child active after school with enjoyable activities 3
Pick up some basketball games on one of our three courts. 2
Play a game of baseball on our state of the art baseball diamond -7
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17. The Total Panel’s Interest is Different From That in Each of Three
Identified Segments
1) How likely are you to join our gym?
Sorted Seg3 of
<-- Not likely at all Very likely - -> Seg1 of 3- Seg2 of 3-
by 3-
1 2 3 4 5 6 7 8 9 Fitness Motivation
Total Money
Sorted by Total Sample : Highlighted >+9 winners & <-9 Seekers Seekers
Sample Cautious
losers
Base Size 53 28 13 12
Constant -6 -24 20 8
No enrollment fee 25 40 8 10
Take part in one of our 50 different classes (yoga, spinning, zumba
22 28 22 8
etc)
Come workout with our brand new 200 + fitness equipment 21 27 10 18
Not sure if you want to join...sign up for a week free membership 20 27 10 14
Feeling some pain…come get a massage from our wonderful
20 31 6 11
masseuses
Low monthly cost just 30 dollars a month 20 18 8 38
Do a lap(s) on the indoor and outdoor running tracks 17 21 19 4
One on one time with private fitness trainer 15 30 5 -6
After a tough workout take a bite or sip from our affordable and
8 23 -3 -16
healthy snack shack
Free childcare while you workout 7 1 6 22
Mommy and me classes with a variety of times to suite working
5 -1 2 21
parents
Spin away while watching a movie in our luxiours fitness theater 4 14 0 -15
Keep your child active after school with enjoyable activities 3 -8 13 21
Pick up some basketball games on one of our three courts. 2 12 2 -23
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Play a game of baseball on our state of the art baseball diamond

18. There are three unique segments
Different Gym members – Different Approach
Fitness
Seekers Money
Motivational Cautious
53% Seekers
23%
25%
Messaging for one isn’t necessary going to
appeal to the other…and could actually hurt
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19. Gym (Seg1) – Interested in Getting Fit.
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20. Fitness Seekers
53% of survey takers; the One on one
fitness seekers are time with
interested in: private
trainer.
The numerous
A wonderful
Fitness classes
massage after a
offered daily.
tough workout.
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21. fitness (Seg2) – Interested in Motivational Programs
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22. Motivational Seekers
25% of survey takers; the
motivational seekers are interested
in:
Open 24/7 so
members can work
out at any time
A relaxing Sauna after a tough
workout
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23. Money Conscious
(Seg3)- Interested in Saving money
1) How likely are you to join our gym?
Seg3 of
<-- Not likely at all Very likely - -> Seg1 of 3- Seg2 of 3-
Total 3-
1 2 3 4 5 6 7 8 9 Fitness Motivation
Sample Money
Sorted by Total Sample : Highlighted >+9 winners & <-9 Seekers Seekers
Cautious
losers
Base Size 53 28 13 12
Constant -6 -24 20 8
No hidden fees 15 13 -4 39
Low monthly cost just 30 dollars a month 20 18 8 38
Full time student? ...Show your school ID and only pay 25
11 3 10 29
dollars a month
8 2 7 24
Fun summer camps to allow children to stay fit and meet friends
Free childcare while you workout 7 1 6 22
Looking for competition...Weekly contests with prizes offered 9 9 -3 22
Fully loaded locker room...buy a lock get a free locker 9 20 7 -11
4 14 0 -15
Spin away while watching a movie in our luxiours fitness theater
After a tough workout take a bite or sip from our affordable and
8 23 -3 -16
healthy snack shack
Pick up some basketball games on one of our three courts. 2 12 2 -23
Play a game of baseball on our state of the art baseball
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24. Money Savers
23 % of survey takers are
Money Cautious
Money Savers like:
Free childcare
Weekly
Low monthly cost contests to win
prizes
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25. 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 Gym
members
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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26. The GYM Segmentation Wizard–
Online example
The Segmentation Wizard is a short survey with the
questions derived from the full survey to identify
segment membership
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27. The gym Segmentation Wizard– Online
example
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28. The gym Segmentation Wizard– Online
example
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29. The gym Segmentation Wizard– Online
example
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30. 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 => By using our research we can
create and incorporate appropriate programs
and commodities to encourage people to join a
gym.
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