1. Math 110
Brought to life with Addressable Minds
FINAL REPORT – DECEMBER 2011
MOVIE THEATERS
Project Team
Stephanie Diamond
Yana Grabovska
Anna Rodionova

2. Topics
• The problem is that there are not enough people
going to movie theaters.
• Addressable Minds… what is it, and how it works
• Review the study process and the results and
conclusions
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3. The Empty Movie Theater Issue
• There is an increased number of movie lovers using
cable TV, DVDs, internet, etc. to watch films
• But….there are fewer people actually going to movie
theaters
• The movie theater’s marketing and advertising
company needs to know what to say & how to say it to
increase 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 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 movie
theater advertisement
IDENTIFY TARGET MARKET
DEVELOP SURVEY QUESTIONS
10 – 15 minutes
INTERNET
SUY SURVEY
IdeaMap™ Potential movie
viewers
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 movie
viewers
Experimental Design –
Stimulus/Response
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 movie theaters
• 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 movie
theaters advertising to customers
 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 go to movie
theaters
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11. SURVEY OVERVIEW
(2 of 2)
• 50 individuals responded
• Assess two major aspects of messages
– Does it convince a customer to buy movie tickets?
– How does it make the customer 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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12

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 good prices and comfort, not interested in
cleanliness.
1) How likely are you to go to this movie theater based on this information?
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 50
Constant 39
C5 Free Ticket Tuesdays with Membership Card 17
A1 Waiter Service at the touch of a button 14
E5 Rentable private rooms with couches 12
B4 Brand new HD theater with surround sound 10
E1 Guest Appearances featuring the stars of films during premier nights 8
A4 Great tasting, nurtritional food for the health conscious 7
C1 Buy 5 tickets, Get 1 Free 7
A6 Gluten free options available -5
E2 We have an easily accessible ATM -5
E4 Multi-Cultural Movies with Subtitles -6
C2 Great party deals for groups -7
F6 No cell phone reception within the theaters -8
B3 Theaters are cleaned inbetween each viewing -10
B6 -11
Our regularly cleaned bathrooms are stroller accessible and have changing tables
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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 go to this movie theater based on this information?
<-- Not likely at all Very likely - -> Sorted by Seg1 of 3 Seg2 of 3 Seg3 of 3
1 2 3 4 5 6 7 8 9 Total Sample
Sorted by Total Sample : Highlighted >+9 winners & <-9 losers
Base Size 50 21 22 7
Constant 39 44 46 5
Free Ticket Tuesdays with Membership Card 17 15 20 18
Waiter Service at the touch of a button 14 24 -4 40
Rentable private rooms with couches 12 15 6 20
Brand new HD theater with surround sound 10 8 12 10
Guest Appearances featuring the stars of films during premier nights 8 7 -3 43
Great tasting, nurtritional food for the health conscious 7 11 -4 34
Buy 5 tickets, Get 1 Free 7 4 10 8
Child free theaters available on Fridays and Saturdays past 7 p.m. 7 11 2 12
New deal surprises every week 7 6 3 19
Buy 1 ticket get 1 30% off 6 6 4 15
Our clean contemporary bathrooms have wheelchair accessible stalls -3 -18 12 -4
Promo Code Acceptance -4 -10 -3 13
Kosher Options for your family's needs -4 10 -22 14
Gluten free options available -5 0 -12 1
We have an easily accessible ATM -5 0 -10 -7
Multi-Cultural Movies with Subtitles -6 -2 -17 21
Great party deals for groups -7 -11 -9 9
No cell phone reception within the theaters -8 -6 -10 -8
Theaters are cleaned inbetween each viewing -10 -5 -7 -36
-11 -16 -4 -14
Our regularly cleaned bathrooms are stroller accessible and have changing tables
© 2011 17

18. There are three unique segments
Different Customers – Different Approach
Comfort
Family Oriented
Deal Seekers 14%
42%
44%
Messaging for one segment isn’t necessarily going to
appeal to the other…and could actually hurt
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19. Family Oriented (Seg1) – Interested in food options and family
service
Family Seg2 of 3 Seg3 of 3
1) How likely are you to go to this movie theater based on this information? Total Sample
oriented
<-- Not likely at all Very likely - ->
1 2 3 4 5 6 7 8 9
Sorted by Total Sample : Highlighted >+9 winners & <-9 losers
Base Size 50 21 22 7
Constant 39 44 46 5
Waiter Service at the touch of a button 14 24 -4 40
Kid's Deals including popcorn, soda, and candy 4 18 -14 18
Enjoy a glass of ice cold beer with warm popcorn 3 17 -18 28
Rentable private rooms with couches 12 15 6 20
Free Ticket Tuesdays with Membership Card 17 15 20 18
Great tasting, nurtritional food for the health conscious 7 11 -4 34
Child free theaters available on Fridays and Saturdays past 7 p.m. 7 11 2 12
Kosher Options for your family's needs -4 10 -22 14
Brand new HD theater with surround sound 10 8 12 10
Guest Appearances featuring the stars of films during premier nights 8 7 -3 43
Watch movie premiers on the night they are released 4 7 3 -1
Promo Code Acceptance -4 -10 -3 13
Isolated Smoking Sections -1 -10 -7 45
Handicap Access throughout the building 2 -10 6 25
Great party deals for groups -7 -11 -9 9
Couches in all 15 theaters -1 -14 -2 43
Listening Devices (Headphones, etc.) -1 -16 2 30
Buy Tickets Online using our high-tech website 0 -16 12 13
Our regularly cleaned bathrooms are stroller accessible and have changing tables -11 -16 -4 -14
Our clean contemporary bathrooms have wheelchair accessible stalls -3 -18 12 -4
Accepts Credit/Debit/Gift Cards -2 -19 7 22
-1 -25 16 14
Large Parking Lot with enough spots for everyone
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20. Family Oriented
This segment is interested in good deals and
convenience.
They like to hear about:
-Waiter service
-Kid’s meals
-Free tickets
-Nutrition
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21. Turn Offs for the Family Oriented
Clean Bathrooms with
Large Parking Lots
Handicap Access
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22. Deal Seekers (Seg2) – Interested in money saving
1) How likely are you to go to this movie theater based on this information? Seg1 of 3 Seg3 of 3
Total Sample Deal Seekers
<-- Not likely at all Very likely - ->
1 2 3 4 5 6 7 8 9
Sorted by Total Sample : Highlighted >+9 winners & <-9 losers
Base Size 50 21 22 7
Constant 39 44 46 5
Free Ticket Tuesdays with Membership Card 17 15 20 18
Large Parking Lot with enough spots for everyone -1 -25 16 14
Brand new HD theater with surround sound 10 8 12 10
Buy Tickets Online using our high-tech website 0 -16 12 13
Our clean contemporary bathrooms have wheelchair accessible stalls -3 -18 12 -4
Buy 5 tickets, Get 1 Free 7 4 10 8
Accepts Credit/Debit/Gift Cards -2 -19 7 22
Handicap Access throughout the building 2 -10 6 25
Isolated Smoking Sections -1 -10 -7 45
Choose from 1 of our 15 theaters screening your favorite films 1 3 -8 25
Great party deals for groups -7 -11 -9 9
We have an easily accessible ATM -5 0 -10 -7
No cell phone reception within the theaters -8 -6 -10 -8
Gluten free options available -5 0 -12 1
Kid's Deals including popcorn, soda, and candy 4 18 -14 18
Multi-Cultural Movies with Subtitles -6 -2 -17 21
Enjoy a glass of ice cold beer with warm popcorn 3 17 -18 28
Kosher Options for your family's needs -4 10 -22 14
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23. This segment values a good
price.
They like to hear about:
-New technology
-Ticket Deals
-Free tickets
-Large parking lots Deal $eekers
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24. Turn Offs for the Deal Seekers
Kosher Food Options Kid’s Meal Deals (Popcorn, soda,
© 2011 and candy) 24

25. The Self-Indulgent (Seg3) – Interested in being comfortable
1) How likely are you to go to this movie theater based on this information? Total Seg1 of 3 Seg2 of 3 Self-
<-- Not likely at all Very likely - -> Sample Indulgent
1 2 3 4 5 6 7 8 9
Sorted by Total Sample : Highlighted >+9 winners & <-9 losers
Base Size 50 21 22 7
Constant 39 44 46 5
Isolated Smoking Sections -1 -10 -7 45
Couches in all 15 theaters -1 -14 -2 43
Guest Appearances featuring the stars of films during premier nights 8 7 -3 43
Waiter Service at the touch of a button 14 24 -4 40
Great tasting, nutritional food for the health conscious 7 11 -4 34
Listening Devices (Headphones, etc.) -1 -16 2 30
Heavily cushioned chairs for you to relax 3 -1 0 29
Enjoy a glass of ice cold beer with warm popcorn 3 17 -18 28
Handicap Access throughout the building 2 -10 6 25
Choose from 1 of our 15 theaters screening your favorite films 1 3 -8 25
Buy 1 ticket past 11 p.m., on the weekends, and watch movies into the morning hours 0 -3 -4 25
Great party deals for groups -7 -11 -9 9
Buy 5 tickets, Get 1 Free 7 4 10 8
Gluten free options available -5 0 -12 1
Watch movie premiers on the night they are released 4 7 3 -1
Our clean contemporary bathrooms have wheelchair accessible stalls -3 -18 12 -4
We have an easily accessible ATM -5 0 -10 -7
No cell phone reception within the theaters -8 -6 -10 -8
Our regularly cleaned bathrooms are stroller accessible and have changing tables -11 -16 -4 -14
Theaters are cleaned inbetween each viewing -10 -5 -7 -36
© 2011
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26. The Self-Indulgent
This segment of comfort seekers
is interested in having the best
of the best.
The like to hear about:
-Couches
-Waiter service
-Good food
-Cushioned chairs
-Listening devices
-Handicap access
-A large theater
© 2011 26

27. Turn Offs for the Self- Indulgent
Theaters cleaned
between each
movie viewing, Our
regularly cleaned
bathrooms are
stroller accessible
and equipped with
changing tables.
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28. 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 theater
attendants
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
© 2011 28
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29. The movie theater 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_Movie2/index.htm
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30. “How likely are you to go to this movie theater based on this information… Isolated Smoking
Sections?”
Not At All, Some What, or Very Much
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31. “How likely are you to go to this movie theater based on this information… Waiter service at the
touch of a button?”
Not At All, Some What, or Very Much
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32. You fall under the segment… Family Oriented.
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33. To Conclude…
• We placed our survey takers into 3 segments. We differentiated
the 3 segments as Family Oriented, Deal Seekers, and the Self-
Indulgent.
• Positive Emotions can be uncovered and subsequently reinforced
in the marketing elements
• You can improve messaging...but you have to
– Know the segmentation (Be able to identify your survey takers with each
other and separate them into groups)
– Give the right message to the right segment (Understand what appeals to
who)
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