FINAL REPORT – AUGUST 2011EATING DISORDERS IN ADOLESCENT GIRLS            Project Team             Sima Lichtschein       ...
Topic Overview• A look into the minds of adolescent girls, seeking to  gain a greater understanding of their eating habits...
EATING DISORDERS IN ADOLESCENT GIRLS• 95% of those with eating disorders are between the ages of 12 and 25 years  old.    ...
A Survey Was Performed by the Team in the        area of Eating Disorders…•To serve as a learning vehicle for the applicat...
The Addressable Minds Team and its Queens College interns teamed up with Yorktown HighSchool to construct a survey that wo...
•   Addressable Minds is a scientific, actionable form of “predictive consumer    intelligence” for business and social is...
Dr. Howard Moskowitz.Addressable Minds Inventor, honored by the scientific community...                       s the Chairm...
Addressable MindsCuts across traditional segmentation & detects hidden preferences                                        ...
Create Addressable Minds messaging for     Disordered Eating Behaviors                                                    ...
Addressable Minds’ underlying scienceuses standard Science and Mathematics                                                ...
SURVEY OVERVIEW                                 (1 of 2)• An Addressable Minds Survey is a survey of key ideas—for this  c...
SURVEY OVERVIEW                                    (2 of 2)• 100 Individuals responded• Survey assessed two major aspects ...
The Survey begins with an orientation screen                    © 2011                     13
Each respondent evaluates 48 unique combinations of elements                   First on overall interest                  ...
Then selects a single emotion           © 2011               15                                15
What convinces?What drives feelings?         © 2011         16
Total Panel: Erratic eating habits and poor self-image are a         common feature in all the adolescent girls surveyed. ...
The Total Panel’s Interests are Different From Those in Each of                                          the Three Identif...
Three Unique Segments Were Identified                    TheThe Control   ‘Aware, But Don’t Seekers           Care’       ...
The Control Seekers- These are girls who are not necessarily overweight, but    feel as though they have little control ov...
The Aware, But Dont Care’-These girls are average in body weight and self- esteem. They are aware of how much they eat, an...
The Low Self-esteem Team- These girls have very low self-esteem, criticize     themselves frequently, and feel inferior to...
The “Segmentation Wizard” is a 30 second shortcut survey that is extracted from the 15 minute survey and identifies the se...
The Eating Disorders Segmentation           Wizard- Online exampleThe Segmentation Wizard is a short survey with the quest...
Conclusions•   The three segments discovered by Addressable Minds point to the need for 3    individual messaging groups t...
Upcoming SlideShare
Loading in …5
×

Eating Disorders in Adolescent Girls.ppt

1,399 views

Published on

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
1,399
On SlideShare
0
From Embeds
0
Number of Embeds
2
Actions
Shares
0
Downloads
26
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide
  • Traditional Segmentation : - Identify segments in database by behaviors, psycho-demographics - Create marketing messages … deliver them…hope they buy - These segments may seem homogeneous -- but minds are not These segments have minds that are HETEROGENEOUS Response-Based, Addressable Mind Segmentation - Expose customers to message vignettes by Experimental Design - Identify profoundly different mind-sets that pervade the customer base - Type a customer into a mind-set using ‘scratch test’ + data mining - For a person …. RIGHT MESSAGE, RIGHT EXPERIENCE
  • Eating Disorders in Adolescent Girls.ppt

    1. 1. FINAL REPORT – AUGUST 2011EATING DISORDERS IN ADOLESCENT GIRLS Project Team Sima Lichtschein Susan Rosengarten
    2. 2. Topic Overview• A look into the minds of adolescent girls, seeking to gain a greater understanding of their eating habits and attitudes towards food, and how these affect their self-image• Addressable Minds… what it is, and how it works• Review of the study process, the results, and conclusions © 2011 2
    3. 3. EATING DISORDERS IN ADOLESCENT GIRLS• 95% of those with eating disorders are between the ages of 12 and 25 years old. (National Association of Anorexia Nervosa and Associated Disorders)• 40% of newly identified cases of anorexia are in girls 15-19 years old.(National Eating Disorders Association)• Eating Disorders are considered a mental illness and have the highest mortality rate across the entire spectrum of mental illnesses.(National Association of Anorexia Nervosa and Associated Disorders) © 2011 3
    4. 4. A Survey Was Performed by the Team in the area of Eating Disorders…•To serve as a learning vehicle for the application ofAddressable Minds to a practical—and all too prevalent—social issue•The results of the survey are sufficient to show thepower of the method © 2011 4 4
    5. 5. The Addressable Minds Team and its Queens College interns teamed up with Yorktown HighSchool to construct a survey that would tap into the minds of adolescent girls, in an attempt togain a better understanding of the triggers andmotivations for the unhealthy eating habits that often lead to severe eating disorders. © 2011 5
    6. 6. • 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. © 2011 6
    7. 7. Dr. Howard Moskowitz.Addressable Minds Inventor, honored by the scientific community... s the Chairman of iNovum, a graduate of Queens College and holds a Ph.D. in Experimental Psychology from Harvard University. on two of the most prestigious awards in market research 005 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. 010 Walston Chubb Award for Innovation across all sciences, Sigma Xi, The Scientific Research Society, © 2011 7
    8. 8. Addressable MindsCuts 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 © 2011 8
    9. 9. Create Addressable Minds messaging for Disordered Eating Behaviors Adolescent Girls IDENTIFY TARGET MARKET DEVELOP SURVEY QUESTIONS 10 – 15 minutes INTERNET SUY SURVEY IdeaMap™ ANALYZED SURVEY RESULTS → Addressable Minds MARKET SEGMENTATION MARKETING PHRASES SEGMENTATION WIZARD T o tal S e g 1 S elf S eg 2 S eg 3 S e g 4 P ers o n al S a m p le D r iv e n O n lin e T ec h n o lo g y/ C o l la b o r a t i v e T o u c h w it h B a n k in g H i g h S e c u r it y O n lin e S e e k e r s T ec h n o lo g y S e ek ers S ee ker s B a s e S iz e : (26 7) (1 05 ) (5 0) (5 9) (53 ) C o n st an t: 31 34 28 31 26 O n l in e C o ll a b o r a t iv e O C 1 C o n n e c t o n l in e in r e a l t im e w it h a c u s t o m e r r e p v i a in s t a n t m e s s a g in g , v o i c e o v e r IP o r v id e o c o n f e r e n c in g v ia y o u r co m p u ter 0 2 2 5 -1 3 O C 3 F a s t e r l o a n a p p lic a t i o n p r o c e s s … w o r k in r e a l t im e o n lin e w it h a lo a n o ff ic e r 0 0 -8 12 -8 N o m o re p a p e r m a il – w e w ill s e n d y o u c o p ie s o f s ta t e m e n t s b y s e c u r e e -m a il O C 4 O u r b a n k s c u s t o m e r s e r v ic e r e p s w ill h e l p y o u b r o w s e a n d u s e o u r o n l in e b a n k in g s e r v ic e s -1 0 -6 10 -1 0 O C 2 U s e o u r o n li n e t o o l t o fin d a n d s c h e d u le a t y o u r c o n v e n ie n c e a n o n lin e w o r k i n g s e s s io n w it h a n e x p e r t s u c h a s in v e s t m e n t b r o k e r , in s u r a n c e a g e n t , a n d /o r l o a n o ffic e r -3 1 - 11 6 -1 2 S e c u re ly m a n a g e y o u r a c c o u n t b y P D A , In te rn e t o f a u to m a te d te le p h one O n l in e O t h e r O N 3 W e w ill a n s w e r a ll y o u r r e q u e s t s i n r e a l t im e b y e m a il , in s t a n t o r tex t m e ss ag in g 1 7 - 11 3 -1 O N 4 W e o ffe r O n d e m a n d s t a t u s r e p o r t s fo r s e r v ic e s r e q u e s t s ( e .g ., O u r b a n k s c u s t o m e r s e r v i c e s r e p s w i l l h e lp b r o w s e & u s e o u r o n -lin e s e rv ic e s lo a n a p p li c a t io n ) d e liv e r e d t o y o u v ia e - m a il , t e x t o r in s t a n t 1 6 -4 -3 0 O N 2 m oe sms ao gr in pg a p e r m a il. .. W e w i ll s e n d y o u s t a t e m e n t s a n d i m a g e s o f N e t r a n s a c t io n s s e c u r e l y b y e m a il -2 5 - 17 -5 2 O N 1 W e a llo w y o u t o p a y b i lls s e c u r e ly u s in g y o u r m o b i le d e v ic e s ( c e ll p h o n e , P D A , B la c k b e r r y , e t c .) -4 2 - 13 -9 -2 M a n a g e a ll y o u r b a n k in g n e e d s w ith a s t a t e o f t h e a rt k io s k a n d b e c o n fid e n t In - B r a n c h R e c o g n i t io n th a t liv e h e lp is a v a ila b le if y o u n e e d it B R 3 W e o ffe r a b a n k - is s u e d s m a r t c a r d s o w e c a n r e c o g n iz e y o u e n t e r in g t h e b r a n c h a n d p r o c e s s y o u r n e e d s f a s t e r 4 2 6 -3 13 B R 4 C h o o s e a s e c u r e e y e o r fi n g e r s e c u r it y s c a n t o id e n t ify y o u im m e d i a t e ly in - b r a n c h a n d a t A T M 4 3 10 -1 3 B R 2 W e h a v e t h e m o s t s e c u r e b i o m e t r ic s y s t e m t h a t id e n t ifie s y o u a s y o u e n t e r t h e b r a n c h s o w e c a n p r o c e s s y o u r n e e d s fa s t e r 2 -1 8 -5 6 B R 1 W e w il l r e c o g n iz e o u r c u s t o m e r s m o b ile p h o n e s i g n a l w h e n e n t e r in g a b r a n c h s o w e c a n r e c o m m e n d a p p r o p r ia t e b a n k p r o d u c t s , p r o m o t io n s a n d s p e c ia l s e r v ic e s -4 -3 -6 - 11 2 © 2011 9
    10. 10. Addressable Minds’ underlying scienceuses standard Science and Mathematics Adolescent Girls IDENTIFY TARGET MARKET DEVELOP SURVEY QUESTIONS INTERNET SUY SURVEY IdeaMap™ Experimental Design – Stimulus/Response ANALYZED SURVEY RESULTS → Addressable Minds Ordinary Least Squares Discriminant FunctionConjoint analysis Regression Analysis © 2011 10
    11. 11. SURVEY OVERVIEW (1 of 2)• An Addressable Minds Survey is a survey of key ideas—for this case, the understanding of eating disorders• Survey conducted on August 5, 2011: – Population: teenage girls from a wide demographic range across the US• The team created key marketing and advertising messaging with the intent of better understanding the way teenage girls think, and why they are most susceptible to disordered eating behaviors © 2011 11
    12. 12. SURVEY OVERVIEW (2 of 2)• 100 Individuals responded• Survey assessed two major aspects – How relatable were the messages presented? – How did the messages make those taking the survey feel?• Data reveals the mind-sets of respondents across the United States, as well as ‘what works, what doesn’t’ © 2011 12
    13. 13. The Survey begins with an orientation screen © 2011 13
    14. 14. Each respondent evaluates 48 unique combinations of elements First on overall interest © 2011 14
    15. 15. Then selects a single emotion © 2011 15 15
    16. 16. What convinces?What drives feelings? © 2011 16
    17. 17. Total Panel: Erratic eating habits and poor self-image are a common feature in all the adolescent girls surveyed. Conditional Formatting: Winners >3 in green; Losers <0 in red Total Sample BASE SIZE: 102 CONSTANT: 16You eat till you are full and don’t pay attention to portion sizes 9You have erratic eating habits 8You skip breakfast in the mornings 6If you were thinner you would be happier 6You are very organized and hate surprises or spontaneity 5You live to eat rather than eat to live 4If you feel like you ate a lot one day, you will starve yourself the next day to compensate for it 4You feel self-conscious about your appearance 4Your family has a history of health-related problems as the result of unhealthy eating lifestyles 3Your mother or caregiver would cook, or does cook healthy, balanced meals for your family 3You frequently feel the need to go on a diet 3You feel a lot of pressure from your friends and family to be thin -1Sometimes you feel like your life is spinning out of control -1Many of your immediate and extended family members are overweight -1You feel incompetent when compared to a lot of your friends -1You only eat when you are hungry -2You don’t get along with your family because you think they are too controlling -3When you yourself every morning and get upset at yourself you really weightYou weigh go shopping, you buy clothes a size smaller than if you gain are, hoping you will soon lose 17 -4 © 2011 17weight and they will fit you -7
    18. 18. The Total Panel’s Interests are Different From Those in Each of the Three Identified Segments Seg1 of 3- Seg 2 of 3- The Seg 3 of 3- Conditional Formatting: Winners >1 in green; Losers< 0 in red Total The Control Aware, But The Low Self- Sample Seekers Don’t Care esteem Team BASE SIZE: 102 32 46 24 CONSTANT: 16 24 22 -3You eat till you are full and don’t pay attention to portion sizes 9 7 8 12You have erratic eating habits 8 -2 12 12You skip breakfast in the mornings 6 7 3 10If you were thinner you would be happier 6 -7 17 2You feel self-conscious about your appearance 4 -6 0 25Your family has a history of health-related problems as the result of unhealthy eating lifestyles 3 -6 3 17Your mother or caregiver would cook, or does cook healthy, balanced meals for your family 3 -10 3 20As a child your parent(s) or caregiver(s) encouraged you to be physically active 2 -11 4 15You think people judge you based on how you look 2 -3 -1 12Many of your immediate and extended family members are overweight -1 -7 -4 14You only eat when you are hungry -2 -1 5 -14You don’t get along with your family because you think they are too controlling -3 11 -9 -11You weigh yourself every morning and get upset at yourself if you gain weight -4 -7 -11 15When you go shopping, you buy clothes a size smaller than you really are, hoping you will soon lose -7 -14 -15 19weight and they will fit you © 2011 18
    19. 19. Three Unique Segments Were Identified TheThe Control ‘Aware, But Don’t Seekers Care’ The Low Self- esteem Team © 2011 19 19
    20. 20. The Control Seekers- These are girls who are not necessarily overweight, but feel as though they have little control over their lives, and therefore seem to seek this control by limiting how much they eat. How well does this screen describe you? Seg 2 of 3- Seg1 of 3- <-- Does not describe me at all... Describes me exactly--> Total The Aware, Seg 3 of 3- The Control The Low Self- 1 2 3 4 5 6 7 8 9 Sample But Don’t esteem Team Seekers Care Sorted by Seg 1 : Highlighted >+9 winners & <-9 losers BASE SIZE: 102 32 46 24 CONSTANT: 16 24 22 -3You don’t get along with your family because you think they are too controlling -3 11 -9 -11You are a perfectionist, and do not tolerate failure 0 10 -7 0Going on the scale depresses you 0 9 -9 3You get extremely frustrated when things don’t go your way 1 9 -3 0If you feel like you ate a lot one day, you will starve yourself the next day to compensate for it 4 8 1 3You wish that you could look more like the actresses you see in movies 0 -7 6 -2Many of your immediate and extended family members are overweight -1 -7 -4 14You think if you were thinner, people would like you better, and you would be more popular 0 -8 3 3Your mother or caregiver would cook, or does cook healthy, balanced meals for your family 3 -10 3 20As a child your parent(s) or caregiver(s) encouraged you to be physically active 2 -11 4 15You think that society places a great importance on being thin 1 -11 10 -1Your immediate family members make an effort to keep in shape 1 -11 5 7You were born with big bones or a big frame 1 -13 2 17When you go shopping, you buy clothes a size smaller than you really are, hoping you will soon lose © 2011 -7 -14 -15 19weight and they will fit you 20
    21. 21. The Aware, But Dont Care’-These girls are average in body weight and self- esteem. They are aware of how much they eat, and know that it might not be the healthiest way, but arent motivated to change their habits out of stubbornness and/or laziness. How well does this screen describe you? Seg 2 of 3- Seg 3 of 3- Seg1 of 3- <-- Does not describe me at all... Describes me exactly--> Total The Aware, The Low The Control 1 2 3 4 5 6 7 8 9 Sample But Don’t Self-esteem Seekers Care Team Sorted by Seg 2 : Highlighted >+9 winners & <-9 losers BASE SIZE: 102 32 46 24 CONSTANT: 16 24 22 -3If you were thinner you would be happier 6 -7 17 2You have erratic eating habits 8 -2 12 12You think that society places a great importance on being thin 1 -11 10 -1You eat till you are full and don’t pay attention to portion sizes 9 7 8 12You live to eat rather than eat to live 4 2 8 -1You are very organized and hate surprises or spontaneity 5 7 7 0You wish that you could look more like the actresses you see in movies 0 -7 6 -2You get extremely frustrated when things don’t go your way 1 9 -3 0You feel incompetent when compared to a lot of your friends -1 3 -4 -2Many of your immediate and extended family members are overweight -1 -7 -4 14You are a perfectionist, and do not tolerate failure 0 10 -7 0Going on the scale depresses you 0 9 -9 3You don’t get along with your family because you think they are too controlling -3 11 -9 -11You feel ugly in comparison to your friends 1 1 -9 22You weigh yourself every morning and get upset at yourself if you gain weight -4 -7 -11 15When you go shopping, you buy clothes a size smaller than you really are, hoping you will soon lose © 2011 21 19 -7 -14 -15weight and they will fit you
    22. 22. The Low Self-esteem Team- These girls have very low self-esteem, criticize themselves frequently, and feel inferior to their peers due to their weight. Additionally, many have some sort of family history of health related problems due to poor eating habits. How well does this screen describe you? Seg 2 of 3- Seg 3 of 3- Seg1 of 3- <-- Does not describe me at all... Describes me exactly--> Total The Aware, The Low The Control 1 2 3 4 5 6 7 8 9 Sample But Don’t Self-esteem Seekers Care Team Sorted by Seg 3 : Highlighted >+9 winners & <-9 losers BASE SIZE: 102 32 46 24 CONSTANT: 16 24 22 -3You feel self-conscious about your appearance 4 -6 0 25You feel ugly in comparison to your friends 1 1 -9 22Your mother or caregiver would cook, or does cook healthy, balanced meals for your family 3 -10 3 20When you go shopping, you buy clothes a size smaller than you really are, hoping you will soon lose -7 -14 -15 19weight and they will fit youYou were born with big bones or a big frame 1 -13 2 17Your family has a history of health-related problems as the result of unhealthy eating lifestyles 3 -6 3 17You weigh yourself every morning and get upset at yourself if you gain weight -4 -7 -11 15As a child your parent(s) or caregiver(s) encouraged you to be physically active 2 -11 4 15Many of your immediate and extended family members are overweight -1 -7 -4 14You think people judge you based on how you look 2 -3 -1 12You eat till you are full and don’t pay attention to portion sizes 9 7 8 12You have erratic eating habits 8 -2 12 12You skip breakfast in the mornings 6 7 3 10You don’t get along with your family because you think they are too controlling -3 11 -9 -11You only eat when you are hungry © 2011 -2 -1 5 -14 22
    23. 23. The “Segmentation Wizard” is a 30 second shortcut survey that is extracted from the 15 minute survey and identifies the segment membership of that individual Adolescent Girls IDENTIFY TARGET MARKET DEVELOP SURVEY QUESTIONS 10 – 15 minutes INTERNET SUY SURVEY IdeaMap™ ANALYZED SURVEY RESULTS → Addressable Minds SEGMENTATION WIZARDSegmentation Wizard consists of 3 or 4 elements N o m o re p a p e r m a il – w e w ill s e n d y o u c o p ie s o f s ta t e m e n t s b y s e c u r e e -m a il identified in the in-depth 10 – 15 minute survey S e c u re ly m a n a g e y o u r a c c o u n t b y P D A , In te rn e t o f a u to m a te d te le p h one O u r b a n k s c u s t o m e r s e r v i c e s r e p s w i l l h e lp b r o w s e & u s e o u r o n -lin e s e rv ic e s M a n a g e a ll y o u r b a n k in g n e e d s w ith a s t a t e o f t h e a rt k io s k a n d b e c o n fid e n t th a t liv e h e lp is a v a ila b le if y o u n e e d it © 2011 23 23
    24. 24. The Eating Disorders Segmentation Wizard- Online exampleThe Segmentation Wizard is a short survey with the questions derived from the full survey to identify segment membership © 2011 24
    25. 25. Conclusions• The three segments discovered by Addressable Minds point to the need for 3 individual messaging groups to target teenage girls with regards to eating behaviors and body image• People see the world differently and react to it in their own unique ways. Only once you probe deeply into the mind of your target audience can you begin to understand them and learn how to best meet their needs• Because the girls who participated in this study were able to express themselves anonymously, within the privacy and comfort of their home (and computers), there were little if any external pressures affecting how they reacted to the questions asked• We (Sima and Susan) hope this study proves to be instrumental in helping others better understand the pressures that adolescent girls face and grapple with each day © 2011 25

    ×