1. FINAL REPORT – AUGUST 2011
EATING DISORDERS IN ADOLESCENT GIRLS
Project Team
Sima Lichtschein
Susan Rosengarten

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
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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)
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4. A Survey Was Performed by the Team in the
area of Eating Disorders…
•To serve as a learning vehicle for the application of
Addressable Minds to a practical—and all too prevalent
—social issue
•The results of the survey are sufficient to show the
power of the method
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4

5. The Addressable Minds Team and its Queens
College interns teamed up with Yorktown High
School to construct a survey that would tap into
the minds of adolescent girls, in an attempt to
gain a better understanding of the triggers and
motivations for the unhealthy eating habits that
often lead to severe eating disorders.
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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.
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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,
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8. Addressable Minds
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
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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
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10. Addressable Minds’ underlying science
uses 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 Function
Conjoint analysis
Regression Analysis
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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
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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’
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13. The Survey begins with an orientation screen
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14. Each respondent evaluates 48 unique combinations of elements
First on overall interest
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15. Then selects a single emotion
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15

16. What convinces?
What drives feelings?
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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: 16
You eat till you are full and don’t pay attention to portion sizes 9
You have erratic eating habits 8
You skip breakfast in the mornings 6
If you were thinner you would be happier 6
You are very organized and hate surprises or spontaneity 5
You live to eat rather than eat to live 4
If you feel like you ate a lot one day, you will starve yourself the next day to compensate for it 4
You feel self-conscious about your appearance 4
Your family has a history of health-related problems as the result of unhealthy eating lifestyles 3
Your mother or caregiver would cook, or does cook healthy, balanced meals for your family 3
You frequently feel the need to go on a diet 3
You feel a lot of pressure from your friends and family to be thin -1
Sometimes you feel like your life is spinning out of control -1
Many of your immediate and extended family members are overweight -1
You feel incompetent when compared to a lot of your friends -1
You only eat when you are hungry -2
You don’t get along with your family because you think they are too controlling -3
When you yourself every morning and get upset at yourself you really weight
You weigh go shopping, you buy clothes a size smaller than if you gain are, hoping you will soon lose 17 -4
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weight and they will fit you -7

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 -3
You eat till you are full and don’t pay attention to portion sizes 9 7 8 12
You have erratic eating habits 8 -2 12 12
You skip breakfast in the mornings 6 7 3 10
If you were thinner you would be happier 6 -7 17 2
You feel self-conscious about your appearance 4 -6 0 25
Your family has a history of health-related problems as the result of unhealthy eating lifestyles 3 -6 3 17
Your mother or caregiver would cook, or does cook healthy, balanced meals for your family 3 -10 3 20
As a child your parent(s) or caregiver(s) encouraged you to be physically active 2 -11 4 15
You think people judge you based on how you look 2 -3 -1 12
Many of your immediate and extended family members are overweight -1 -7 -4 14
You only eat when you are hungry -2 -1 5 -14
You don’t get along with your family because you think they are too controlling -3 11 -9 -11
You weigh yourself every morning and get upset at yourself if you gain weight -4 -7 -11 15
When you go shopping, you buy clothes a size smaller than you really are, hoping you will soon lose
-7 -14 -15 19
weight and they will fit you
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19. Three Unique Segments Were Identified
The
The Control ‘Aware, But Don’t
Seekers Care’
The Low Self-
esteem Team
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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 -3
You don’t get along with your family because you think they are too controlling -3 11 -9 -11
You are a perfectionist, and do not tolerate failure 0 10 -7 0
Going on the scale depresses you 0 9 -9 3
You get extremely frustrated when things don’t go your way 1 9 -3 0
If you feel like you ate a lot one day, you will starve yourself the next day to compensate for it 4 8 1 3
You wish that you could look more like the actresses you see in movies 0 -7 6 -2
Many of your immediate and extended family members are overweight -1 -7 -4 14
You think if you were thinner, people would like you better, and you would be more popular 0 -8 3 3
Your mother or caregiver would cook, or does cook healthy, balanced meals for your family 3 -10 3 20
As a child your parent(s) or caregiver(s) encouraged you to be physically active 2 -11 4 15
You think that society places a great importance on being thin 1 -11 10 -1
Your immediate family members make an effort to keep in shape 1 -11 5 7
You were born with big bones or a big frame 1 -13 2 17
When you go shopping, you buy clothes a size smaller than you really are, hoping you will soon lose
© 2011 -7 -14 -15 19
weight and they will fit you 20

21. The 'Aware, But Don't 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 aren't 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 -3
If you were thinner you would be happier 6 -7 17 2
You have erratic eating habits 8 -2 12 12
You think that society places a great importance on being thin 1 -11 10 -1
You eat till you are full and don’t pay attention to portion sizes 9 7 8 12
You live to eat rather than eat to live 4 2 8 -1
You are very organized and hate surprises or spontaneity 5 7 7 0
You wish that you could look more like the actresses you see in movies 0 -7 6 -2
You get extremely frustrated when things don’t go your way 1 9 -3 0
You feel incompetent when compared to a lot of your friends -1 3 -4 -2
Many of your immediate and extended family members are overweight -1 -7 -4 14
You are a perfectionist, and do not tolerate failure 0 10 -7 0
Going on the scale depresses you 0 9 -9 3
You don’t get along with your family because you think they are too controlling -3 11 -9 -11
You feel ugly in comparison to your friends 1 1 -9 22
You weigh yourself every morning and get upset at yourself if you gain weight -4 -7 -11 15
When you go shopping, you buy clothes a size smaller than you really are, hoping you will soon lose
© 2011 21 19
-7 -14 -15
weight and they will fit you

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 -3
You feel self-conscious about your appearance 4 -6 0 25
You feel ugly in comparison to your friends 1 1 -9 22
Your mother or caregiver would cook, or does cook healthy, balanced meals for your family 3 -10 3 20
When you go shopping, you buy clothes a size smaller than you really are, hoping you will soon lose
-7 -14 -15 19
weight and they will fit you
You were born with big bones or a big frame 1 -13 2 17
Your family has a history of health-related problems as the result of unhealthy eating lifestyles 3 -6 3 17
You weigh yourself every morning and get upset at yourself if you gain weight -4 -7 -11 15
As a child your parent(s) or caregiver(s) encouraged you to be physically active 2 -11 4 15
Many of your immediate and extended family members are overweight -1 -7 -4 14
You think people judge you based on how you look 2 -3 -1 12
You eat till you are full and don’t pay attention to portion sizes 9 7 8 12
You have erratic eating habits 8 -2 12 12
You skip breakfast in the mornings 6 7 3 10
You don’t get along with your family because you think they are too controlling -3 11 -9 -11
You only eat when you are hungry © 2011
-2 -1 5 -14 22

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 WIZARD
Segmentation 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
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23

24. The Eating Disorders Segmentation
Wizard- Online example
The Segmentation Wizard is a short survey with the questions derived from
the full survey to identify segment membership
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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
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