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Project Team Marc Vizcarrondo Diana Vidal Jessica Martinez Karla

Upward Bound Final Report – December 2011 Survey and Analysis for Anti-bullying. Project Team Marc Vizcarrondo Diana Vidal Jessica Martinez Karla. Topics. Identify a business or social issue to which surveying will get to the mind of the consumer

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Project Team Marc Vizcarrondo Diana Vidal Jessica Martinez Karla

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  1. Upward Bound Final Report – December 2011 Survey and Analysis for Anti-bullying Project Team Marc Vizcarrondo Diana Vidal Jessica Martinez Karla

  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

  3. SocialIssue Many people face the issue of bullying at all stages in their lives – from elementary school to work place New bullying statistics for 2010 revealed about one in seven students in grades kindergarten through 12th grade is either a bully or has been a victim of bullying The team of Upward Bound students wants to find out what to say & how to say it to their peers and other people to stop a bullying crime.

  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. Addressable Minds Approach IDENTIFY TARGET MARKET DEVELOP SURVEY QUESTIONS 10 – 15 minutes INTERNET IdeaMap™ SURVEY SUY Potential bullies or victims of bullying 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™ SURVEY SUY Potential bullies or victims of bullying 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 bullying 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 9

  10. SURVEY OVERVIEW 10 • An Addressable Minds Survey is a survey of key ideas for anti-bullying • Survey conducted on November 23, 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 people to stop bullying activity if they witness it.

  11. SURVEY OVERVIEW 11 • 51 Individuals responded • The main question asked in the survey: • How likely are you to stop somebody from bullying based on this information? • 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 12

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

  14. What convinces?What drives feelings? RESULTS

  15. Total Panel – eager to step up to protect others 15

  16. The Total Panel’s Interest is Different From That in Each of Two Identified Segments

  17. Team identified two unique segments Different People – Different Approach Compassionate People 29% Responsible Activist 71% 17 Messaging for one isn’t necessary going to appeal to the other…and could actually hurt

  18. Compassionate people (Seg1)

  19. Compassionate people (Seg1) • Respond well to messages that praise the uniqueness of each person • It's okay to be different • You don’t need anyone's permission to be yourself • Don’t let someone tell you how to live your life • React negatively to slogans directed at bullies • Save a life by saying "NO to BULLYING!“ • Leave bullying for the bulls and become a HUMAN

  20. Responsible Activist (Seg2)

  21. Responsible Activist (Seg2) • Respond well to messages that call for action • Step up so others won’t get stepped on • Save a life by saying “ NO to BULLYING!” • React negatively to emotional messages that inspire oneself • Don’t let someone tell you how to live your life • Believe in yourself

  22. Conclusions/Recommendations Two Segments discovered by Addressable Minds point to the need for 2 individual messaging groups Anti-bullying clubs should be created in schools with the goal of reaching out to students with messages that would help them stop the bullying they might be witnessing or experiencing The issue of bullying can be conquered in our whole society...but we have to: Know the segmentation Give the right messages to the right people

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