Developed by:

Jessica Yuan, Yorktown High School

Janna Kaminskaia, iNovum LLCMarch, 2011

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The business Vision

Addressable Minds… what is it

Addressable Minds results from the “Teaching Math to high school students” survey

Using the results to type..and thus to send the „right message to the right student .. For the right educational outcome‟

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Reality: United States‟ education is in crisis. American kids show very little

interest in learning essential sciences like Math. Upcoming generations of

students lack basic skills to compete in the job market.

Competition: At the same time countries like Russia, China and India

produce millions of highly educated, hard-working and motivated specialists.

Help our country: What would make learning subjects like Math interesting to

students? What would motivate them? What will scare them away?

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The Vision – to give a process of learning Math a new life,

new aura, new approach. Make Math kids‟ new favorite

subject.

The Goal – send the student the right message..for that

student … and get that student turned on to math

The Hope - A stronger student, a stronger America, a

rekindled American Dream

Addressable Minds is a scientific, actionable form of “predictive consumer intelligence” accurately defining consumer attitudes and preferences both stated and unstated.

Described by Malcolm Gladwell and others as discovering the “DNA of the Consumers Mind”.

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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Psychographic Segmentation

- Social Class

- Lifestyle Type

- Personality Type

Behavioral Segmentation

- Product Usage

- Brand Loyalty

- Attitudinal

Demographic Segmentation

- Age

- Gender

- IncomeA

ddressable Minds

Cuts across traditional segmentation & detects hidden preferences

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DEVELOP SURVEY QUESTIONS

Students

ANALYZED SURVEY RESULTS → Addressable Minds

INTERNET

IdeaMap™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 0

ON2 No more paper mail... We will send you statements and images of

transactions securely by email -2 5 -17 -5 2

ON1 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 TYPING ENGINEMARKETING PHRASES

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The survey shows the approach, and the results

Gives a sense of what could be done

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Experiment run on March 9th, 2011 :◦ Population of high school students ages 12-18

159 Individuals responded

Measuredtwo major aspects of messages◦ Students’ interest in various aspects of learning math

◦ How do these messages make students feel?

Revealed… „what works, what doesn‟t‟

Revealed…mind-sets of respondents across the United

States,

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Total

Sample

Base Size 159

Propensity to learn math 35

Playing fun games of any sort to stimulate math thinking 14

Tutoring and extra-help available to assist you 12

A peer who deeply understands the math material 11

A peer with a friendly attitude and warm personality 11

A peer who deeply understands causes of struggle 10

A peer who is willing to help and support you 8

School is equipped with a modern computer facility 7

A peer with a flexible schedule to help you 6

Teachers always bring a humorous spirit to class 6

Textbook references are fun and filled with interesting ways to learn 5

School promotes different after-school math related activities (e.g. math team, competitions...) 0

Parents provide help and motivation to their child at home when needed 0

Using interactive games to learn concepts 0

Production of a class show working in groups to demonstrate a concept or theory, utilizing visual

aids and fun costumes -1

Incorporation of dance in math classes -2

Parents-Teacher Conferences offered twice a year -2

Lessons featuring discussion groups and student presentations -4

A parent's network to get together and discuss ways to help and improve their child's

mathematical understanding -4

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Conditional Formatting: Winners > 10 in green; Losers < 0 in redTotal

Sample

Segment 1

Learning

Environment

Segment 2

Peer

support

Segment 3

Fun

Seekers

Base Size 159 45 64 50

Constant 35 36 43 25

Playing fun games of any sort to stimulate math thinking 14 20 6 19

Tutoring and extra-help available to assist you 12 27 9 3

A peer who deeply understands the math material 11 3 22 4

A peer with a friendly attitude and warm personality 11 4 15 12

A peer who deeply understands causes of struggle 10 8 19 0

A peer who is willing to help and support you 8 -8 21 5

School is equipped with a modern computer facility 7 23 4 -5

Using interactive games to learn concepts 0 -8 -6 14

Parents provide help and motivation to their child at home when needed 0 9 -9 2

Production of a class show working in groups to demonstrate a concept or theory, utilizing

visual aids and fun costumes -1 -16 -2 13

Incorporation of dance in math classes -2 10 -19 9

Parents-Teacher Conferences offered twice a year -2 2 -10 3

Lessons featuring discussion groups and student presentations -4 -11 -4 4

A parent's network to get together and discuss ways to help and improve their child's

mathematical understanding -4 -5 -10 3

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Fun Seekers

32%

Messaging for one generally doesn‟t

appeal to the other…

Learning Environment

28%

Peer Support

40%

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Conditional Formatting: Winners > 10 in green; Losers < 0 in redTotal

Sample

Segment 1

Learning

Environment

Segment 2

Peer

support

Segment 3

Fun

Seekers

Base Size 159 45 64 50

Constant 35 36 43 25

School provides an award system to encourage student learning (e.g. honors pin, speech) 5 33 -3 -9

Tutoring and extra-help available to assist you 12 27 9 3

School is equipped with a modern computer facility 7 23 4 -5

Create a song using a fun or well-known tune to help memorize formulas and theories 5 21 -11 10

Playing fun games of any sort to stimulate math thinking 14 20 6 19

School features new math learning technologies (e.g. smart board, Elmo) 2 18 -5 -3

School promotes different after-school math related activities (e.g. math team, competitions...) 0 15 5 -20

Progress reports and report cards sent to the student's home containing both the student's

academic and classroom progress 3 11 3 -5

Comic or funny phrase randomly placed throughout an extensive homework assignment 4 10 -8 12

Incorporation of dance in math classes -2 10 -19 9

Lively and fun up-beat music in hallways between class periods 4 10 3 2

Using interactive games to learn concepts 0 -8 -6 14

A peer who is willing to help and support you 8 -8 21 5

The classrooms are outfitted with humorous and math-inspired objects (e.g. posters, murals) 0 -9 5 2

Using electronic math puzzles to reinforce understanding 1 -9 -3 15

Textbook references are fun and filled with interesting ways to learn 5 -9 9 14

Lessons featuring discussion groups and student presentations -4 -11 -4 4

Lessons with clear objectives; students always know the purpose of topic and it's application 3 -13 7 11

Production of a class show working in groups to demonstrate a concept or theory, utilizing

visual aids and fun costumes -1 -16 -2 13

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Conditional Formatting: Winners > 10 in green; Losers < 0 in redTotal

Sample

Segment 1

Learning

Environment

Segment 2

Peer

support

Segment 3

Fun Seekers

Base Size 159 45 64 50

Constant 35 36 43 25

A peer who deeply understands the math material 11 3 22 4

A peer who is willing to help and support you 8 -8 21 5

A peer who deeply understands causes of struggle 10 8 19 0

A peer with a flexible schedule to help you 6 -3 17 0

A peer with a friendly attitude and warm personality 11 4 15 12

A thoroughly capable peer in explaining and simplifying complex or difficult concepts 1 -3 11 -8

Tutoring and extra-help available to assist you 12 27 9 3

Creative individual project using funny experiences to form problems for the class to solve 4 2 -5 18

Using interactive games to learn concepts 0 -8 -6 14

Comic or funny phrase randomly placed throughout an extensive homework assignment 4 10 -8 12

Do math with a pet; share the funny story to the class 2 7 -9 10

Parents provide help and motivation to their child at home when needed 0 9 -9 2

Parents-Teacher Conferences offered twice a year -2 2 -10 3

A parent's network to get together and discuss ways to help and improve their child's

mathematical understanding -4 -5 -10 3

Lessons mixed in with frequent projects, allowing students to apply their concepts in class to the

real world 3 8 -10 15

Create a song using a fun or well-known tune to help memorize formulas and theories 5 21 -11 10

Incorporation of dance in math classes -2 10 -19 9

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Conditional Formatting: Winners > 10 in green; Losers < 0 in redTotal

Sample

Segment 1

Learning

Environment

Segment 2

Peer

support

Segment 3

Fun

Seekers

Base Size 159 45 64 50

Constant 35 36 43 25

Playing fun games of any sort to stimulate math thinking 14 20 6 19

Creative individual project using funny experiences to form problems for the class to solve 4 2 -5 18

Using electronic math puzzles to reinforce understanding 1 -9 -3 15

Lessons mixed in with frequent projects, allowing students to apply their concepts in class to the

real world 3 8 -10 15

Lessons providing examples and abundant practice to help students better their understanding

of the topic 5 -5 4 15

Using interactive games to learn concepts 0 -8 -6 14

Textbook references are fun and filled with interesting ways to learn 5 -9 9 14

Production of a class show working in groups to demonstrate a concept or theory, utilizing

visual aids and fun costumes -1 -16 -2 13

Comic or funny phrase randomly placed throughout an extensive homework assignment 4 10 -8 12

A peer with a friendly attitude and warm personality 11 4 15 12

Lessons with clear objectives; students always know the purpose of topic and it's application 3 -13 7 11

Teachers always bring a humorous spirit to class 6 3 4 11

Do math with a pet; share the funny story to the class 2 7 -9 10

Create a song using a fun or well-known tune to help memorize formulas and theories 5 21 -11 10

Teacher provides a humorous approach using stories from experience to teach the lesson. 4 -3 3 10

Incorporation of dance in math classes -2 10 -19 9

Teachers frequently think of humorous ways to better their styles of teaching and problem-

solving for each lesson to fit into each unique class of students 2 -7 3 7

School is equipped with a modern computer facility 7 23 4 -5

A thoroughly capable peer in explaining and simplifying complex or difficult concepts 1 -3 11 -8

School provides an award system to encourage student learning (e.g. honors pin, speech) 5 33 -3 -9

School promotes different after-school math related activities (e.g. math team, competitions...) 0 15 5 -20

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Intimidated Intimidated Curious Excited Skeptical Tense

Progress reports and report cards sent to the student's home containing both the

student's academic and classroom progress 8 8 1 6 3

Incorporation of dance in math classes 7 4 0 10 6

Lessons featuring discussion groups and student presentations 7 14 -2 6 2

Curious

Playing fun games of any sort to stimulate math thinking 0 15 13 -1 1

Lessons featuring discussion groups and student presentations 7 14 -2 6 2

Constant communication between teacher and parent to keep one another

updated on any potential problems 5 13 5 1 3

Excited

Teachers always bring a humorous spirit to class -2 9 15 6 -1

School is equipped with a modern computer facility 0 2 15 6 3

A peer with a friendly attitude and warm personality 2 5 14 7 0

Skeptical

Lively and fun up-beat music in hallways between class periods 2 4 8 11 2

Incorporation of dance in math classes 7 4 0 10 6

The classrooms are outfitted with humorous and math-inspired objects (e.g.

posters, murals) 2 8 8 9 1

Tense

Incorporation of dance in math classes 7 4 0 10 6

School promotes different after-school math related activities (e.g. math team,

competitions...) 3 4 8 6 5

School provides an award system to encourage student learning (e.g. honors pin,

speech) -2 6 12 5 4

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You meet a high school student in a class.

How do you find the right teaching

approach for that particular student?

Or: uncover mind-set to correctly classify

a student you never met before?

Imagine education .. With this deep

knowledge of each student!!

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Typing Tool Linkhttp://www.mjiweb.com/mjitt/Math_Jes/index.htm

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Addressable Minds for teaching math to high

school students identifies three distinct segments

with each segment having different hot buttons

Schools across US can adapt the use of this

technique to improve attitude towards learning

math ….as well as to make teaching process more

effective

Dr. Howard Moskowitz.Addressable Minds Inventor, honored by the scientific community,...

• Is the President of Moskowitz Jacobs Inc. 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 discussed in this presentation