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Project Team Sima Lichtschein Susan Rosengarten Donovan Stewart

Math 110 Final Report – May 9, 2011 Survey and Analysis for Attracting Visitors to Theme Park Vacations. Project Team Sima Lichtschein Susan Rosengarten Donovan Stewart . Topics. A look into the minds of consumers to assess their vacation preferences

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Project Team Sima Lichtschein Susan Rosengarten Donovan Stewart

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  1. Math 110 Final Report – May 9, 2011 Survey and Analysis for Attracting Visitors to Theme Park Vacations Project Team Sima Lichtschein Susan Rosengarten Donovan Stewart

  2. Topics A look into the minds of consumers to assess their vacation preferences Addressable Minds… what is it, and how it works Review the study process and the results and conclusions

  3. Vacation Preferences: Theme Parks Many people take vacations on a regular basis. What are these people looking for in a theme park vacation stay? What most attracts them and draws them in? Theme parks need to cater to the individual preferences of their target market. How can they find out what people are looking for? That’s where Addressable Minds comes in!

  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.

  5. 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. Addressable Minds Psychographic Segmentation - Social Class - Lifestyle Type - Personality Type Behavioral Segmentation - Product Usage - Brand Loyalty - Attitudinal Demographic Segmentation - Age - Gender - Income Cuts across traditional segmentation & detects hidden preferences Addressable Minds

  7. Create Addressable Minds messaging for Disney Theme Parks IDENTIFY TARGET MARKET DEVELOP SURVEY QUESTIONS 10 – 15 minutes Potential Vacationers INTERNET IdeaMap™ SURVEY SUY ANALYZED SURVEY RESULTS → Addressable Minds MARKET SEGMENTATION SEGMENTATION WIZARD MARKETING PHRASES 7

  8. Addressable Minds’ underlying scienceuses standard Science and Mathematics IDENTIFY TARGET MARKET DEVELOP SURVEY QUESTIONS INTERNET IdeaMap™ Potential Vacationers SURVEY SUY Experimental Design – Stimulus/Response ANALYZED SURVEY RESULTS → Addressable Minds Ordinary Least Squares Regression Discriminant Function Analysis Conjoint analysis 8

  9. A Survey Was Performed by the Team in the area of Theme Park Vacations To serve as a learning vehicle for the application of Addressable Minds to a practical business or social issue Survey sufficient to show the power of the method 9

  10. SURVEY OVERVIEW(1 of 2) 10 • An Addressable Minds Survey is a survey of key ideas for theme park vacations • Survey conducted on March, 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 partake in a theme park vacation

  11. SURVEY OVERVIEW(2 of 2) 11 • 51 Individuals responded • Assess two major aspects of messages • Does it convince a prospect to go on a theme park vacation? • 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’

  12. The Survey begins with an orientation screen

  13. Each respondent evaluates 48 unique combinations of elements First on overall interest

  14. Then selects a single emotion 14 14

  15. What convinces?What drives feelings? RESULTS

  16. Total Panel – Interested in attending animal, water and themed parks. Not concerned with seasonal, holiday events or events that cater to a specific age group or area of interest .

  17. The Total Panel’s Interest is Different From That in Each of Three Identified Segments- Water Enthusiasts, Theme Park Buffs, Fitness Fanatics. 17

  18. There are three unique segments Different Students – Different Approach Fitness Fanatics 45% Water Enthusiasts 22% Theme Park Buffs 33% 18 Messaging for one isn’t necessary going to appeal to the other…and could actually hurt

  19. Water Enthusiasts (Seg1) – Interested in water-based attractions. Not concerned with themed-rides or new and interesting events .

  20. Theme Park Buffs (Seg2) – Interested in going to themed parks and meeting TV and movie characters. Not concerned with water activities or seasonal events.

  21. Fitness Fanatics(Seg3) – Interested in outdoor, recreational activities where they get the chance to get their hearts pumping. Not concerned with themed attractions or indoor entertainment.

  22. 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 IdeaMap™ SURVEY SUY Potential Vacationers ANALYZED SURVEY RESULTS → Addressable Minds SEGMENTATION WIZARD Segmentation Wizard consists of 3 or 4 elements identified in the in-depth 10 – 15 minute survey 22

  23. The Theme Park VacationSegmentation Wizard– Online exampleThe Segmentation Wizard is a short survey with the questions derived from the full survey to identify segment membership http://survey.ideamap.net/Q7T9A9/Q7T9A98218Front.asp?pid=??? http://www.mjiweb.com/mjitt/QC_Peer/index.htm

  24. The Your Study Segmentation Wizard– Online exampleINSERT SEVERAL PAGES OF SCREEN SHOTS

  25. 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 => You can improve messaging...but you have to Know the segmentation Give the right message to the right segment

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