2. 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‟
2
3. 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?
3
4. 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
4
5. 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.
5
6. Cuts across traditional segmentation & detects hidden preferences
Behavioral Segmentation
- Product Usage
- Brand Loyalty
- Attitudinal
Addressable Minds
Psychographic Segmentation
- Social Class
- Lifestyle Type
- Personality Type
Demographic Segmentation
- Age
- Gender
- Income
6
8. IDENTIFY TARGET MARKET
DEVELOP SURVEY QUESTIONS
INTERNET
SURVEY
IdeaMap™
Students
ANALYZED SURVEY RESULTS → Addressable Minds
MARKET SEGMENTATION MARKETING PHRASES TYPING ENGINE
Total Seg 1 Self Seg 2 Seg 3 Seg 4 Personal
Sample Driven Online Technology/ Collaborative Touch with
Banking High Security Online Seekers Technology
Seekers Seekers
Base Size: (267) (105) (50) (59) (53)
Constant: 31 34 28 31 26
Online Collaborative
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
No more paper mail – we will send you copies of statements by secure e-mail
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 Securely manage your account by PDA, Internet of automated telephone
Online Other
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., Our banks customer services reps will help browse & use our on-line services
loan application) delivered to you via e-mail, text or instant 1 6 -4 -3 0
ON2 messaging
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
Manage all your banking needs with a state of the art kiosk and be confident
In-Branch Recognition that live help is available if you need it
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
8
9. The survey shows the approach, and the results
Gives a sense of what could be done
9
10. 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,
10
15. 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
15
16. Segment 1 Segment 2 Segment 3
Total
Conditional Formatting: Winners > 10 in green; Losers < 0 in red Learning Peer Fun
Sample
Environment support 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
16
17. Learning Environment Fun Seekers
28% 32%
Peer Support
40%
Messaging for one generally doesn‟t
appeal to the other…
17
18. Segment 1 Segment 2 Segment 3
Total
Conditional Formatting: Winners > 10 in green; Losers < 0 in red Learning Peer Fun
Sample
Environment support 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
18
19. Segment 1 Segment 2
Total Segment 3
Conditional Formatting: Winners > 10 in green; Losers < 0 in red Learning Peer
Sample Fun Seekers
Environment support
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
19
20. Segment 1 Segment 2 Segment 3
Total
Conditional Formatting: Winners > 10 in green; Losers < 0 in red Learning Peer Fun
Sample
Environment support 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
20
21. 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
21
22. 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!!
22
31. 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
31
32. 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
