Project Team

Danabelle IgnesAshley Lloyd

Karen Rechany

Math 110Final Report – May 9, 2011

Survey and Analysis forCoffee Packaging

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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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Business or Social Issue

The price of coffee beans has been increasing in recent years

But….the demand for coffee beans is the same if not more.

The coffee companies need to know how to style their canisters in order to keep their sales high in comparison to other coffee packaging companies despite recent price hikes of coffee beans

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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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 marketresearch

•2005 Charles Coolidge Parlin Marketing Research AwardThe “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.

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Addressable Minds

Psychographic Segmentation - Social Class - Lifestyle Type - Personality Type

Behavioral Segmentation - Product Usage - Brand Loyalty - Attitudinal

Demographic Segmentation - Age - Gender - Income

Addressable Minds

Cuts across traditional segmentation & detects hidden preferences

Create Addressable Minds messaging for Coffee Packaging

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DEVELOP SURVEY QUESTIONS

Potential Coffee Packaging

ANALYZED SURVEY RESULTS → Addressable Minds

INTERNET

IdeaMap™SUY SURVEY

IDENTIFY TARGET MARKET

Total Sample

Seg 1 Self Driven Online

Banking Seekers

Seg 2 Technology/

High Security Seekers

Seg 3 Collaborative

Online Seekers

Seg 4 Personal Touch with Technology

Base Size: (267) (105) (50) (59) (53) Constant: 31 34 28 31 26

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

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

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., loan application) delivered to you via e-mail, text or instant messaging

1 6 -4 -3 0ON2 No more paper mail... We will send you statements and images of

transactions securely by email -2 5 -17 -5 2ON1 We allow you to pay bills securely using your mobile devices (cell

phone, PDA, Blackberry, etc.) -4 2 -13 -9 -2

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

Online Collaborative

Online Other

In-Branch Recognition

No more paper mail – we will send you copies of statements by secure e-mail

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

No more paper mail – we will send you copies of statements by secure e-mail

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

MARKET SEGMENTATION SEGMENTATION WIZARDMARKETING PHRASES

10 – 15 minutes

Addressable Minds’ underlying scienceuses standard Science and Mathematics

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DEVELOP SURVEY QUESTIONS

Potential Coffee Packaging

ANALYZED SURVEY RESULTS → Addressable Minds

INTERNET

IdeaMap™SUY SURVEY

IDENTIFY TARGET MARKET

Conjoint analysisOrdinary Least Squares Regression

Discriminant Function Analysis

Experimental Design – Stimulus/Response

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A Survey Was Performed by the Team in the area of Coffee Packaging

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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SURVEY OVERVIEW(1 of 2)

An Addressable Minds Survey is a survey of key ideas for coffee packaging to prospects

Survey conducted on September 27, 2010 :◦ 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 the product/service-coffee packaging

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SURVEY OVERVIEW(2 of 2)

50 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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The Survey begins with an orientation screen

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Each respondent evaluates 48 unique combinations of elementsFirst on overall interest

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Then selects a single emotion

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What convinces?

What drives feelings?

RESULTS

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Total Panel – Interested in coffee

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The Total Panel’s Interest is Different From That in Each of Three Identified Segments

There are three unique segments Different Students – Different Approach

Messaging for one isn’t necessary going toappeal to the other…and could actually hurt

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Flavor seekers

16%

Coffee-holics

32%Responsibility & Relaxation

52%

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Flavor Seekers (Seg1) – Interested in the various flavorings of coffee. The survey takers showed a higher ranking and therefore liking to special

flavored coffee and showed little care to factors of advertisement and who besides them chooses this particular canister

1) How likely are you to buy this package of coffee based on this information?

<-- Not likely at all           Very Likely- -> 1        2         3        4        5        6        7        8

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Sorted by Total Sample : Highlighted >+9 winners & <-9 losers

Total Sample

SEG 1 OF 3

Flavor Seekers

Base Size 50 8 Constant 34 -10

EL_18Coffee flavored with caramel -6 44EL_14Mild tasting coffee 1 31EL_15Medium tasting coffee -5 29EL_22Coffee that has a significant amount of advertising -10 -21EL_12Cup of hot coffee 6 -23EL_20Your family members buy it -1 -24

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Responsibility and Relaxation(Seg2) – Individuals who enjoy treating themselves to a nice cup of coffee but not at the expense of environmental factors. This groups highest rankings went to the components who were diligent with being eco friendly, the lowest however, are the options of having it ordered online, choosing that one

due to friends and family who buy it.

1) How likely are you to buy this package of coffee based on this information?

<-- Not likely at all           Very Likely- -> 1        2         3        4        5        6        7        8

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Sorted by Total Sample : Highlighted >+9 winners & <-9 losers

Total Sample

SEG 2 OF 3 -

Responsibility & Relaxati

on

Base Size 50 26 Constant 34 48

EL_24Coffee that you’ve come across during leisure outings (restaurants/bars)8 15EL_29Container made in the U.S.A 8 13EL_26Beans grown organically and sustainablly 8 13EL_33Coffee that's bought by my friends or family -5 -12EL_34Order your coffee online -5 -18EL_15Medium tasting coffee -5 -18

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Coffee-holics(Seg3) – Individuals who are addicted to coffee; drink it all day every day. These people are convinced to buy a particular canister based on the simple advertisements enticing them to drink the coffee using words such as “hot” and to “admire it” and show a strong disliking to flavored coffees.

1) How likely are you to buy this package of coffee based on this information?

<-- Not likely at all           Very Likely- -> 1        2         3        4        5        6        7        8

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Sorted by Total Sample : Highlighted >+9 winners & <-9 losers

Total Sample

SEG 3 OF 3

Coffeeholics -

Segments 3

Base Size 50 16 Constant 34 33

EL_12Cup of hot coffee 6 28EL_11Taste it smell it feel it admire it...it's your coffee 9 22EL_6 small_colorful_simple.jpg 6 15

EL_16Coffee flavored with vanilla -3 -17EL_17Coffee flavored with hazelnut -10 -21EL_18Coffee flavored with caramel -6 -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

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DEVELOP SURVEY QUESTIONS

Coffee Packaging

ANALYZED SURVEY RESULTS → Addressable Minds

INTERNET

IdeaMap™SUY SURVEY

IDENTIFY TARGET MARKET

No more paper mail – we will send you copies of statements by secure e-mail

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

No more paper mail – we will send you copies of statements by secure e-mail

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

SEGMENTATION WIZARD

10 – 15 minutes

Segmentation Wizard consists of 3 or 4 elements identified in the in-depth 10 – 15 minute survey

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The Coffee Packaging Segmentation Wizard– Online example

The Segmentation Wizard is a short survey with the questions derived from the full survey to identify segment membership

http://www.mjiweb.com/mjitt/QC_Coffee/index.htm

http://www.mjiweb.com/mjitt/QC_Peer/index.htm

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The Coffee Production Segmentation Wizard– Online example

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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

You can enlarge your client pool and maintain profitable sales by making small changes in packaging creation

For instance, just by creating the canisters in the U.S you could be adding numerous individuals belonging to the segments of Responsibility and Relaxation to your client base