Upward Bound
This presentation is the property of its rightful owner.
Sponsored Links
1 / 22

Project Team Marc Vizcarrondo Diana Vidal Jessica Martinez Karla PowerPoint PPT Presentation


  • 50 Views
  • Uploaded on
  • Presentation posted in: General

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

Download Presentation

Project Team Marc Vizcarrondo Diana Vidal Jessica Martinez Karla

An Image/Link below is provided (as is) to download presentation

Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author.While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server.


- - - - - - - - - - - - - - - - - - - - - - - - - - E N D - - - - - - - - - - - - - - - - - - - - - - - - - -

Presentation Transcript


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

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


Social issue

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.


About addressable minds

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.


Project team marc vizcarrondo diana vidal jessica martinez karla

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 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.


Addressable minds

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


Addressable minds approach

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


Addressable minds underlying science uses standard science and mathematics

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


A survey was performed by the team in the area of bullying

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


Survey overview

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.


Survey overview1

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’


Project team marc vizcarrondo diana vidal jessica martinez karla

The Survey begins with an orientation screen

12


Project team marc vizcarrondo diana vidal jessica martinez karla

Each respondent evaluates 48 unique combinations of elements

First on overall interest

13


What convinces what drives feelings

What convinces?What drives feelings?

RESULTS


Total panel eager to step up to protect others

Total Panel – eager to step up to protect others

15


The total panel s interest is different from that in each of two identified segments

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


Team identified two unique segments different people different approach

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


Compassionate people seg1

Compassionate people (Seg1)


Project team marc vizcarrondo diana vidal jessica martinez karla

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


  • Responsible activist seg2

    Responsible Activist (Seg2)


    Project team marc vizcarrondo diana vidal jessica martinez karla

    • 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


  • Conclusions recommendations

    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


  • Login