1. Math 110
Brought to life with Addressable Minds
FINAL REPORT – DECEMBER 2011
MUSICAL PERFORMERS
Project Team
R o b e r t A lb a n e s e
J e n n if e r C h e n
D a n J a ng
A n d r ia n a X e n o p h o n t o s

2. Topics
dentify a business or social issue to which surveying
will get to the mind of the consumer
ddressable Minds… what is it, and how it works
eview the study process and the results and
conclusions
© 2011 2

3. © 2011 3

4. Business Issue
here is an increased number in musical performers and collabs
ut….there are fewer people attending concerts
he music industry and it’s advertising to
new/prospective concert goers needs to know what
to say & how to say it to increase ticket sales.
© 2011 4
4

5. About Addressable Minds
ddressable 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.
t has been described by Malcolm Gladwell and others as discovering
the “DNA of the Consumers Mind”.
his 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, © 2011 5

6. 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 market
research
• 2005 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.
• 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.
6 © 2011

7. 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
© 2011 7

8. Create Addressable Minds messaging for selling
tickets to a concert
IDENTIFY TARGET MARKET
DEVELOP SURVEY QUESTIONS
10 – 15 minutes
INTERNET
SUY IdeaMap™ SURVEY
Potential concert
goers
ANALYZED SURVEY RESULTS → Addressable Minds
MARKET SEGMENTATION MARKETING PHRASES SEGMENTATION WIZARD
© 2011 8

9. Addressable Minds’ underlying science
uses standard Science and Mathematics
IDENTIFY TARGET MARKET
DEVELOP SURVEY QUESTIONS
INTERNET SURVEY
SUY SURVEY
IdeaMap™ Potential concert goers
Experimental Design –
Stimulus/Response
ANALYZED SURVEY RESULTS → Addressable Minds
Ordinary Least Squares Discriminant Function
Conjoint analysis
Regression Analysis
© 2011 9

10. A Survey Was Performed by the Team in the area of
Musical Performers
o serve as a learning vehicle for the application
Addressable Minds to a practical business or social
issue
ufficient to show the power of the method
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11. Creating Categories for the Survey
 For the survey, our group decided to make each
category a genre of music with the elements
inspired by that genre.
 This process made it easier to develop elements
that would best tailor to different potential
concert goers and music fans.
11 © 2011

12. Category One: Ballads
E x a m p le o f E le m e n t s
Live Soulful, Passionate Performance
Cool, calm, collected singers with passion for their music
© 2011 12

13. Category Two: Dance/House Music
E x a m p le o f E le m e n t s
Music makes you want to get on your feet
Members are well-known DJs and know how to
make a © 2011 beat
good 13

14. Category Three: Rap Music
E x a m p le o f E le m e n t s
Rags to riches background of members...making them
ideal role models
The group has the ability to free style...there is never a
dull moment
© 2011 14

15. Category Four: Rock Music
E x a m p le o f E le m e n t s
Members are multi-talented...from singing to playing guitar
The group is known by a signature look and trademark
© 2011 15

16. Category Five: HipHop/Pop Music
E x a m p le o f E le m e n t s
Music is catchy...makes you want to listen to it over and
over again
Performers have the ability to not only sing but dance
© 2011 16

17. Category Six: Country Music
E x a m p le o f E le m e n t s
The lyrics have a persona vibe and are self composed
Performances provide a sense of belonging
© 2011 17

18. SURVEY OVERVIEW
(1 of 2)
 An Addressable Minds Survey is a survey of key ideas for
concert ticket advertising to prospects
 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 buy tickets to
attend a concert.
© 2011 18

19. SURVEY OVERVIEW
(2 of 2)
 53 Individuals responded
 Assess two major aspects of messages
◦ Does it convince a prospect to buy?
◦ 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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20. T h e S u r v e y b e g in s w it h a n o r ie n t a t io n s c r e e n
© 2011 20

21. E a c h r e s p o n d e n t e v a lu a t e s 4 8 u n iq u e c o m b in a t io n s o f
e le m e n t s
F ir s t o n o v e r a ll in t e r e s t
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22. T h e n s e le c t s a s in g le e m o t io n
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23. R E S U L TS
What convinces?
What drives feelings?
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24. Total Panel – Interested in performers’ backgrounds. Not concerned with genders
of members.
1) How likely are you to go to this resort?
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 41
14
Rags to riches background of members...making them ideal role models
Music is catchy...makes you want to listen to it over and over again 13
Music that makes you want to get on your feet 8
The group has the ability to free style...there is never a dull moment 7
Music makes adrenaline rush 7
The group knows how to produce beats with a good flow 7
The lyrics have a persona vibe and are self composed 6
Members perform acoustically to focus on natural talents -2
Strong, powerful performances -3
The group is known by a signature look and trademark -3
Their appearance recreates thoughts of their genre -4
Have three to seven members to allow a vocal range -5
Music is performed in hot club-like venues -9
-12
Consists of single gendered members to give off a more distinct style
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25. The Total Panel’s Interest is Different From That in Each of Two Identified
Segments
1) How likely are you to go to this resort? Performance
Sorted by
<-- Not likely at all Very likely - -> and
Total Music Lovers Performers
1 2 3 4 5 6 7 8 9
Sample Seekers
Sorted by Total Sample : Highlighted >+9 winners & <-9 losers
Base Size 53 30 23
Constant 41 45 34
14 20 6
Rags to riches background of members...making them ideal role models
Music is catchy...makes you want to listen to it over and over again 13 2 27
Music that makes you want to get on your feet 8 9 6
The group has the ability to free style...there is never a dull moment 7 16 -5
Music makes adrenaline rush 7 1 14
The group knows how to produce beats with a good flow 7 18 -8
The lyrics have a persona vibe and are self composed 6 11 -0
Members are good lyricists 6 10 -0
Cool, calm, collected singers with a passion for their music 6 14 -6
Performers have the ability to not only sing but dance 5 -3 15
A live soulful, passionate performance 5 1 9
Members are multi-talented...from singing to playing guitar 4 -4 15
Performers are able to hype the audience 2 -4 10
Well choreographed performances 1 -6 10
Attractive, clean cut and polished members 1 9 -11
No distinct lead singer...all members are known 0 10 -11
Performances provide a sense of belonging -0 7 -9
Members are well-known DJs and know how to make a good beat -2 -12 12
Have three to seven members to allow a vocal range -5 -0 -11
Music is performed in hot club-like venues -9 -6 -13
-12 -7 -18
25
Consists of single gendered members to give off a more distinct 2011
© style

26. There are two unique segments
Different Preferences – Different Approach
Music Lovers Appreciators of Talent
and Performance
57%
43%
Messaging for one isn’t necessary going to
appeal to the other…and could actually hurt
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27. Music Lovers
In t e r e s t s :
 Performers have a “rags to riches” background
Music is self composed and makes you want to get on your
feet
Singers have passion for music and are good lyricists.
© 2011 27

28. Music Lovers (Seg1) – Interested in the components in the music. Not concerned
with individual talents.
1) How likely are you to go to this resort?
Appreciators of
<-- Not likely at all Very likely - -> Sorted by Music Talent and
1 2 3 4 5 6 7 8 9 Total Sample Lovers Performance
Sorted by Total Sample : Highlighted >+9 winners & <-9 losers
Base Size 53 30 23
Constant 41 45 34
14 20 6
Rags to riches background of members...making them ideal role models
The group knows how to produce beats with a good flow 7 18 -8
The group has the ability to free style...there is never a dull moment 7 16 -5
Cool, calm, collected singers with a passion for their music 6 14 -6
The lyrics have a persona vibe and are self composed 6 11 -0
Members are good lyricists 6 10 -0
No distinct lead singer...all members are known 0 10 -11
Attractive, clean cut and polished members 1 9 -11
Music that makes you want to get on your feet 8 9 6
4 8 -0
Performances are captivating...makes you feel as if performers are speaking to you
Performances provide a sense of belonging -0 7 -9
The members have a down to Earth personality 2 4 -1
-12 -7 -18
Consists of single gendered members to give off a more distinct style
Performers build a connection with fans -2 -9 8
Members are well-known DJs and know how to make a good beat -2 -12 12
© 2011 28

29. Appreciators of Talent and Performances
In t e r e s t s :
Music is catchy and makes adrenaline rush
Performers are multi-talented and have ability to hype
audience.
Performances are passionate and well choreographed.
© 2011 29

30. Appreciators of Talent and Performances(Seg2) Interested in talent of
performers. Not concerned with musical components.
1) How likely are you to go to this resort?
Appreciators of
<-- Not likely at all Very likely - -> Sorted by
Music Lovers Talent and
1 2 3 4 5 6 7 8 9 Total Sample Performance
Sorted by Total Sample : Highlighted >+9 winners & <-9 losers
Base Size 53 30 23
Constant 41 45 34
Music is catchy...makes you want to listen to it over and over again 13 2 27
Members are multi-talented...from singing to playing guitar 4 -4 15
Performers have the ability to not only sing but dance 5 -3 15
7 1 14
Music makes adrenaline rush
Members are well-known DJs and know how to make a good beat -2 -12 12
Well choreographed performances 1 -6 10
Performers are able to hype the audience 2 -4 10
A live soulful, passionate performance 5 1 9
Performers build a connection with fans -2 -9 8
The group knows how to produce beats with a good flow 7 18 -8
Performances provide a sense of belonging -0 7 -9
Attractive, clean cut and polished members 1 9 -11
Have three to seven members to allow a vocal range -5 -0 -11
No distinct lead singer...all members are known 0 10 -11
Music is performed in hot club-like venues -9 -6 -13
-12 -7 -18
Consists of single gendered members to give off a more distinct style
© 2011 30

31. 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 concert goers
ANALYZED SURVEY RESULTS → Addressable Minds
SEGMENTATION WIZARD
Segmentation Wizard consists of 3 or 4 elements identified
in the in-depth 10 – 15 minute survey
© 2011 31

32. The Musical Performers 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_Musical/index.htm
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37. 37 © 2011

38. Conclusions
ddressable Minds discovered two segments that describe two
different types of potential concert goers.
ith this information, we can effectively increase ticket sales by
catering to the different preferences that the potential concert
goers have.
o have a full concert and maximize the ticket sales, we can tailor
to the two segments and attempt not to turn either segment off.
38 © 2011

39. © 2011 39