Mind Genomics: Revealing the attitude of American people

to different aspects of life

American Dream Study Results June 29, 2013

Mind Genomics: What does the American Dream really

mean?

Arthur Kover, Ph.D. Fordham UniversityYasir Batalvi Moskowitz Jacobs Inc.

Nadya Livshits Moskowitz Jacobs Inc.

Executive Summary

Politicians, TV personalities, magazines and blogs all write about the American Dream. But who has achieved the American Dream? What does the

American dream mean?

This study led to the focused use of Mind Genomics touncover the attitude of American people to this subject

The remainder of this report contains the summary of the details of the research project and its findings

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Who is living the American Dream

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LETS APPLY MIND GENOMICS

TO FIND OUT

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IdeaMap Mechanics We compiled stimuli across 6 categories and set up a study online using our

Conjoint research methodology, IdeaMap.net

Survey participants were 18 years of age and older. The survey begun with a brief positioning statement (as shown in next few

screens)

Concepts were rated on the following 2 rating questions:

1) Do these statements represent The American Dream?

1= Not at all agree to 9= Strongly agree

2) How much do you agree that these statements represent your own life style?

1= Not at all agree to 9= Strongly agree

The survey ran and completed in less than one week

463 people completed the survey

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Categories (Silos) and Elements Tested

in the study

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Category B: SECURITY

Dont need to worry about having enough money

I dont need to look for work

My neighborhood is safe and peaceful

I can say what I want about politics

Most people are friendly to meIf I want to spend for something I want, its my choice

Category A: OVERALL AMERICAN DREAM

Feel personally secure

Decent work

Belongs in a community

Personal political freedom

People treat others well

Freedom to chose lifestyle

Categories (Silos) and Elements Tested

in the study

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Category C: WORK

Feel that my work is appreciated

I like the work I do

Feel I among friends at work

My political beliefs are my business at work

People respect me and my work

Job gives me money to live the way I like

Category D: COMMUNITY I can walk safely anywhere and any time in my neighborhoodMost of my friends are people who work with meMy community is my family and friends I vote for people who will help my townYou can always depend on neighbors to help if neededPeople here accept my lifestyle

Categories (Silos) and Elements Tested

in the study

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Category E: POLITICAL FREEDOMI trust our governmentThere is equal chance to work no matter what race or religionIt is my duty to serve my country when neededThe media should be honest, not biasedThe government should help poor peopleI speak out for the right thing

Category F: LIFESTYLEOne needs to have heavy bars over the home windowsMy work expresses who I amThere is a group of people with whom I have a lot of funSometime I write a letter to a government officialLive and let live is my mottoI sometime buy things just because I can.

Respondent profile

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Gender %Male 50%Female 50%

EthnicityAsian 22%Black/African American 23%Hispanic/Latino 11%White/Caucasian 42%Other 2%

Age18-20 9%21-29 39%30-39 28%40-49 13%50-59 9%60-65 2%

Income %Under $30,000 35%$30,000-$39,999 15%$40,000-$49,999 13%$50,000-$74,999 17%$75,000-$99,999 10%$100,000-$124,999 4%$125,000 or over 6%

Opportunities for individuals will grow in the United StatesAgree totally 16%Agree somewhat 40%Neither agree nor disagree 19%Disagree somewhat 18%

Annual income will increase or decrease in the next few years?Will increase 58%Will decrease 16%Will stay about the same 27%

Respondent profile

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Employment status %Employed full time for pay 44%Employed full time but not paid (e.g.housewife)

6%

Employed part time 19%Not currently employed but looking 11%Not currently employed but not looking 4%Retired 2%Student 14%

ReligionBuddhist 3%Christian 50%Hindu 4%Jewish 2%Muslim 3%Other 8%None 30%

Political group %

Democrat 44%

Republican 13%

Independent 28%

Other 4%

None 12%

Political beliefs

Libertarian 5%

Conservative 14%

In the middle 31%

Liberal 38%

Radical 3%

Not interested 8%

Introduction

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Each respondent saw and rated a total of 48 concept

screens (unique combinations of elements describing

people)

Each screen was rated- first on its relation to the

American Dream

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then saw the same screen and asked to answer how well

these descriptions represent their life!...and continued to

rate a total of 48 concept screens

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LEADING TO STATISTICAL

ANALYSIS

HOW ELEMENTS DRIVE RATINGS

OF TEST COMBINATIONS

(VIGNETTES)

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Total Sample: What people think

NOW LETS LOOK AT WHAT

EACH OF THE SEGMENTS (MIND SETS

WE UNRAVELED)

3 MINDSETS DISCOVERED..

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SEGMENT 1 THE COMMUNITARIANS

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SEGMENT 1 COMMUNITARIANS

The communitarian mindset involves a community drivenoutlook. It centers around the belief that the American dreamis achieved when the interest of communities is emphasizedthrough:

A lens of governance to achieve societal advancement,

An inclusion of varying lifestyles despite individualperspectives or differing societal backgrounds,

Community oriented infrastructure that is close-knit,and consists of family and friends,

Safety being civic driven; having the ability to travel inones neighborhood free of concern.

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SEGMENT 2 THE INDIVIDUALISTS

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SEGMENT 2 - INDIVIDUALISTS

The individualist mindset adheres to the longstanding beliefthat the essence of individual independence is core to theAmerican dream:

Freedom to make personal decisions about financesand their allocation,

Individual responsibility for earning and choosing adesired career,

Liberty to express personally held political opinions inpublic or at work,

Lack of the sense of duty to serve country ordependence on government to assist theunderprivileged.

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SEGMENT 3 THE TRADITIONALISTS

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SEGMENT 3 TRADITIONALISTS

The traditionalists mindset regards the American dream as a relationship between individuals and their communities, as well as with government based on trust and consideration:

Mutual respect and personal security as the keystoneof shared American values,

A sense of belonging in the community, family andwork sphere,

Appreciation of work at a job, yet a divorce of personaland professional life,

The ideal of a safe and harmonious society without anecessity of accepting of everyone's lifestyle.

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THE AMERICAN DREAM, WHAT

DOES IT MEAN?

LETS DEFINE PEOPLES ATTITUDE TO THE

AMERICAN DREAM

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CONCLUSIONS & OTHER INSIGHTS

Subsequent demographic analysis reveals a shared andcommon perception of the American Dream.

Most Americans, irrespective of gender, ethnicity, age orincome regard the essence of the American Dream as a

national ethos, embodying a sense of:

Unfettered opportunity to find work regardless of race or religious fealty,

Safety and peace in the immediate community,

Personal ability to influence the political domain,

Lifestyle choice which is free, fair and diverse.