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HojPoj
- 2. OVERVIEW • OBJECTIVES • SITUATION ANALYSIS • SEGMENTS • PRIMARY RESEARCH • TARGETS • STRATEGY & MESSAGE • CREATIVE RECOMMENDATIONS • QUESTIONS
- 4. THE SITUATION “The Study Drug” • Only 4% of students have LEGAL prescription • 34% of students used at least once; use increased 50% to 60% near senior year
- 5. SEGMENTS Importance of Task Decision Making Low-Priority High-Priority Style Intuitive The Rule Breaker The Know-It-All Combination The Mind Wanderer The Chameleon Rational The Independent The Overachiever
- 6. ONSITE INTERVIEWS • 8 students and a mother • Somewhat understand prescription stimulant, especially Adderall • Not fully aware of potential risks • Mother aware of stimulant abuse on college campus
- 7. SURVEYS • 81% “Prescribed stimulant drug” 47% “Study- aid” • 70% know someone who takes Adderall • 88% “To stay up and study or to focus better” • 60% take before tests and exams
- 8. IN DEPTH INTERVIEWS 1) Stressed, Desperate, & Tempted: 2) Helpful & good in moderation 3) Easy to get prescribed to and thus think it isn’t dangerous 4) Feel safe because they are unaware of side effects 5) Students learn about it from friends and only hear the good things 6) Unaware of dosage
- 9. IN DEPTH INTERVIEWS “One time I got it and it was an orange pill, another time it was a blue-white capsule, and another time a little pink pill. It was kind of questionable but I trusted who I got it from, so I took it.” death, “I feel some risks, like are extreme so it doesn’t concern me... why would a doctor prescribe a medication so easily if it was really that dangerous?”
- 10. KEY INSIGHTS awareness of • Lack of negative effects • Desperation &Curiosity • Safe in moderation • Don’t consider legal implications • Worth it because of benefits
- 11. THE MIND WANDERER -Female, 21 yrs old -Rational/Intuitive Decision Making
- 12. OVERACHIEVER “Adderall makes me focus on one task. It also makes me feel slightly more egotistical. I feel like I can study for longer and I will do better at school and better at life as a result. “
- 13. STRATEGY & MESSAGE Outsmart the Side Effects
- 15. CREATIVE
- 16. FRONT CREATIVE BACK
- 18. CREATIVE
- 19. CREATIVE
- 20. Questions?
Editor's Notes
- 1. To raise the awareness on the misuse of non- prescription stimulant medications as a growing problem on campus2. To clear up any existing misconceptions about non- prescription stimulant medications among students3. To discourage diversion and misuse of non-prescription stimulant medications among students
- Explain Importance of Task and Decision making style and give brief description of each.
- Broad knowledge of UT student’s awareness.
- 74 students 81% of respondents said that Adderall is “a prescribed stimulant drug” & of these individuals, 47% also claimed it “a study-aid” 70% of respondents know someone who takes Adderall88% of respondents use Adderall “to stay up and study or to focus better”60% respondents use Adderall take before tests and exams
- This information lead us to target segments13 Respondents4 prescribed9 misused
- -Multitasker“I am a big fan of last minute studying, a procrastinator” “As soon as I came to college.... my friend told me everything about it, so I tried a 50...now I usually take it just before major exams or if I have a lot of exams at once.”Communication Science and Disorders MajorMember of Communication CouncilIntern at Sound Brain Lab Outgoing & SocialToo much to do with too little timePriorities in order of personal importance
- Overachiever“To study for an exam ... I will study 12 hours max over 3 or 4 days”