1. BIG MIND : KIDS, KNOWLEDGE, RESEARCH, REWARDS KIDS AS RESEARCHERS: A STRUCTURE TO DISCOVER WHAT THEY FIND INTERESTING ABOUT THEIR WORLD & HOW THAT CREATES A WIKI OF THE MIND HOWARD MOSKOWITZ, PHD MIND GENOMICS ADVISORS, LLC MIND GENOMICS ASSOCIATES, INC. WHITE PLAINS, NY USA 914-572-1673, MJIHRM@SPRYNET.COMMJIHRM@SPRYNET.COM © HOWARD R MOSKOWITZ, ALL RIGHTS RESERVED

2. CUTTING TO THE CHASE Young people (10-25) and, young graduates (10 years after last degree) do FREE RESEARCH ON ANY TOPIC topic which interests them –Using IdeaMap, 100 real respondents What they get –Report within 30 hours for school, job interview (total, gender, age, mind-sets) –Up to $250 each time the project is ‘bought’ on line (price $750) Why would a person do this –Young researcher – demonstration of their own ability for school, job application, and of course MONEY MONEY MONEY Why would a company buy this –IdeaMap level data (solid), know what young people are thinking, learning what people think about the ideas of the young people –The down-in-the-weeds knowledge generated by this researchcan better match consumers’ needs with corporate offering and thus lead to a win-win relationship – higher consumer satisfaction and higher corporate profits

3. WHY DO THIS The first goal – originally – was our interest in education –There is decreasing ability to think critically –How do you make them think through a project –The IdeaMap method seemed to work several times with junior high and high school students…and very well with college students But we also wanted to create a system which would scale –Not one student … too much –But what about 1million students, or 10 or 100 million –There are 1 billion plus potential students who could do this

4. PUTTING A STRUCTURE TOGETHER There are three moving parts The student – motivating the student –Achievement, MONEY The source of the money –Buyer of study at a very attractive price - $750 for everything The source of the respondents (100 real respondents per study) –Cooperating panel provider or project funder who becomes a 1/3 business partner for that particular study

5. HOW WE GOT TO THIS ‘VISION’

6. CREATING A ‘CORPUS OF KNOWLEDGE …. AN OEUVRE I had done hundreds of studies using experimental design –Whether ingredients (product optimization) or ideas (conjoint) –These were ad hoc, client centered, and utterly individual and forgettable In 2001 McCormick asked the question.. What is ‘craving’ –Jackie Beckley and I used IdeaMap (a fast, more robust version of conjoint measurement) –Partial profiles, everyone sees unique set of 60 combinations, within subject design –We ran 30 studies simultaneously Created a knowledge base

7. EXAMPLE OF A CONCEPT OR VIGNETTE

8. Primary Secondary Emotional Benefit AN UNDERLYING ARCHITECTURE

9. IT WAS EASY TO CREATE ONE STUDY … AND THEN 30 STUDIES

11. AN EASY TO DO … KNOWLEDGE CREATION SYSTEM…

12. WHY IS THIS EASY? Think of a problem And pieces of the problem The computer will put together the combinations … the word pictures Respondent just responds…half asleep (hopefully) The systematics make sure that each element appears the exact same number of times (in our design 4) in small, easy to read combinations All independent of each other..by design, and automatic Results quickly analyzed by regression NO THINKING about the stats, just about inputs (elements) and outputs (segments)

13. ANYONE CAN CREATE POWERFUL KNOWLEDGE What the student does – a simple creativity exercise with relatively quick, concrete results The student selects the silos or categories The student then selects the elements And selects a rating question Everything automatic once the student presses ‘go’ The student runs the study The study cannot be screwed up Computer automatically does modeling, segmentation, discriminant function

14. BRINGING IT TO THE MILLIONS

15. THE THREE PLANKS The student …motivated to do it –Money –Work product to show (report) –Status (my work, my study is downloaded, I create a community) Purchasing company –Buy a study for $750 (student gets 1/3, e-panel gets 1/3) –Know what kids think about a topic, and how adults respond to the their ideas –Powerhouse knowledge at 5% of a typical study –Access to living panel of people whose viewpoint is established..what segment they belong E-Panel company or the project funder –Partner in a project –Ongoing use of panelists –Selling panelist response data multiple times

16. PLANK 1 THE STUDENT WHO DOES THE ‘RESEARCH’ USING THE TECHNOLOGY

17. PLANK 1 - STUDENT There are 1bn + students + people 10 years out from their last degree Many of them are looking for money … the most basic need Some of them are looking for work products to show for college or for job interviews(report) A few are looking for higher level rewards like engagement, accomplishment, membership in a group, recognition What happens when we this knowledge-creation, potentially money-making tool is FREE to use With the students + school doing the research a 1/3 partner in the download sales With the organization or person funding the respondents a 1/3 partner in the download sales With US, providing the platform, a 1/3 partner in the download sales

18. WHAT THE STUDENT DOES ACTIVITIES TO CREATE VALUE (I.E., ENHANCE DOWNLOADABILITY) FOR STUDIES RUN AND THEN THE STUDENT STUDY Downloads the app Add value to other studies, as the price of entry –Goes through the entry work (self typing on 15 topics)…motivated to do so by prospect of reward..money or work product.. Enhances value of previously run studies by other studies, thus increasing likelihood of download by a purchaser –We expect that in light of the money that could be made we will have motivated students who know that they gave a chance to make money, and will cooperate with this up front step Runs his/her own study FREE –Sets up the silos and elements, using a simple guided system …. –There is no control over what the student puts in..except the invisible hand.. Garbage means fewer downloads. –Student selects the rating scale –Presses the button, System launches, receives report 30 hours later

19. GIVE THE STUDENT THE MINIMAL CONTROL OVER THE SYSTEM Three things only The orientation page (edit existing page) The elements (overwrite XX’s in form….the form being Excel Like) Select the rating question

20. WHAT THE STUDENT HAS TO DO TO GET INTO THE SYSTEM To participate, the student helps fill up the Mind Typing Database The student has to go through a 7 minute Mind Tping exercise on 15 topics, each topic requiring 4 questions. That is, the student helps fill 15 Mind Type Databases And providing email, gender, year born, country, postal code For each typing we has on record how to reach that student, and the mind type on 15 topics The student allows us to send emails about offers to the address The student is now allowed to go into the system, and START creating a study with 24 hours If the student does not, the permission goes away and the student has to type again … a new set of studies Result – we have a living database of topics, with email addresses, knowledge of the person, and mind type. Each living database (mind-typed topic) is associated with ONE of the studies already run This mind-typing to get into the system GROWS the living database of previous studies, making them likely to be bought on an ongoing basis… a virtuous circle

21. MOTIVATING STUDENTS The major motivation is money The initial idea calls for a download fee of $750/study from a third party, with the student getting $250 or 1/3 of the download fee However, we are working students 10-25, an age range across which the same amount of money takes on different meanings. $250 may not be as motivating to a 10-year old as to a 20-year old One suggestion is to give the student a one-dollar reward of 10x his age at the time of downloading. So a 10- year old would get $100 whereas a 20 year-old would get $200 per download. The download reward would cap at $250 and end at three years after the study was first launched Some students want to make more money … or…their parents can fund this study –If the parents fund the study (providing us $300) then the child receives a two-dollar reward of 10x his age at the time of downloading, up to a cap of $500 per download –This increased dollar value for download will make it likely that well-heeled parents will want to pay for their child’s study, because the $300 investment will double the amount the child will make on subsequent downloadings. The numbers can be easily calculated –For students under 18 another format may have to be used to provide a reward, such as paying to the parents

22. PSYCHIC REWARDS There should also be a Word-of-Mind ‘Hall of Fame’ for those students whose studies are downloaded more than say 5 times in the past month. And students can do studies on topics which interest them Some will do topics of an intellectual nature Others will want to work with start up companies Others will want to make contests out of the studies

23. PLANK 2 THE E-MAIL PANEL PROVIDER WHO BRINGS IN THE RESPONDENTS

24. PLANK 2 – EMAIL PANEL Funding it ourselves –We can get a respondent for a 10-minute study at a cost of $1.10, by using Mechanical Turk –So each study with 100 randomly selected, albeit convenience, panelists will be a cost around $110 if we buy it from Amazon’s Mechanical Turk. Partnering with an email panel company which provides free respondents for money on the download –There are a lot of e-mail panels… all looking to monetize their people –Most panels are sunk costs – the panelists are already there, and need to be monetized. So the cost is close to 0 for existing panelists, members of a panel –The email panel provider would have a chance to make a lot more money by investing 100 respondents free each time for the 4 minutes study. –Investment – what happens when the study generates 10 buys … $2500 to the email panel, all contribution for existing panels, and perhaps a $100 investment up front for a panelist aggregator who has to purchase panels

25. WHAT CAN AN E-MAIL PANEL DO TO GET MORE MONEY Invest in more studies For each of the studies in which it invested, get its own panel to profile themselves in the appropriate MTPDB (putting in email, gender, ….and then mind typng) If the e-mail panel has 500,000 people, and has invested in 15 projects, it can fill them up with its panel Imagine the attractiveness of a study to be bought/downloaded when it comes with say 100,000 new mind typed people. Many new people in the specific MTDB for a project means it’s a lot more attractive to download that project for $750 Oh happy e-mail panel (so many new checks for $250), oh happy student, oh happy downloading buyer

26. PLANK 3 THE DOWNLOADING COMPANY

27. PLANK 3 – THE DOWNLOADING COMPANY (BUYER) – WHAT DOES IT GET 1.The report as issued to the student 2.The raw database, but no access to the Mechanical Turk respondents 3.The Mind Typing program, with 3 free months of unlimited mind-typing. The actual implementation is to be done through a partner of the Big Mind Ventures. 4.The Mind Typing program with monthly unlimited mind-typing at a fixed dollar amount per month, estimated at $750 5.Ongoing access to the Mind Type Data Base (MTDB) after the download… this is the database referenced above, where students must type themselves on 15 studies, in order to get a free study. 6.,In the MTDB, each row is a study and a single respondent a.Information includes email, year born, gender, country, postal code, segment or viewpoint to which the person belongs. But not the name or other personal information b.Ideally the MTDB should be a growing, living database, which can be used for sales

28. WHY WOULD THE BUYER ACTUALLY DOWNLOAD Imagine going to the big study database and typing in the words ‘kid games’ And finding out that there are 500 studies on this topic Being able to search a word cloud of each study, the word cloud created from the 16 elements Finding 100 studies of interest, run by students around the world or in any region (e.g., Latin America) Finding 40 studies of interest which have the relevant geography and sufficiently interesting words about elements (in the searchable word cloud) And being able to download those 40 studies for 40x750 or $30,000 with results immediately available This database becomes the ‘wiki of the mind’ … and ought eventually to become the FIRST site to be purchased when a company or other group wants to learn about the response of real people to ideas, those ideas themselves created by real, and young people … the next generation

29. THE VIEWPOINT IDENTIFER – ANOTHER WAY TO DRIVE DOWNLOADS We have talked a lot about what motivates the student and the e-panel. It’s mainly money What motivates the company which wants to download? One motivator is knowledge of a topic A second motivator is understanding the world from the point of view of the person doing the study (the student) We are a very powerful third motivator – linked to sales – namely the MIND TYOE IDENTIFER

30. Image selection inspired by idea A5 that has high impact for Group A and Group B Using presentation mode, and connected to the web, hit the bottom left, to go into Personal VPI

31. ANSWER FOUR SIMPLE QUESTIONS (TAKEN FROM THE ELEMENTS)

32. RESPONSE TELLS YOU THE GROUP, LIKES, DISLIKES AND THE SPECIFIC MESSAGING

33. OFFER: FREE 3 MONTHS, AFTERWARDS $750/MONTH System requests email, age, gender, country, postal code, which are recorded in a flat read-only file The system presents the viewpoint identifier, and records the segment membership The system sends the person back a report of segment membership (optional) Company can insert this ‘program’ anywhere First three months free – unlimited typing Afterwards, $750/month, unlimited typing Client has to insert the typing module into the client’s sytem

34. MAKING THIS VIRAL OUR VISION – 5 MM STUDIES PER YEAR ON THE SYSTEM

35. WE COULD MAKE THIS VIRAL Students talk about their efforts on social media Everyone knows there is a source of potential money Soon companies rush in to find out something …they are already investing in Big Data … now we have Right Data…. Real responses to ‘cognitively rich ideas’ And.. You want to find out what young people think … look at the elements they study So we have data about topics, and data about the person investigating.. What is in that person’s mind

36. OFFER TO CREATE VIRALITY: TO STUDENT RESEARCHER, FRIENDS, AND TO BUYER Free unlimited use, and unlimited distribution of the typing tool for three yearsfrom the creation of the link Those who receive the viewpoint identifier link also can distribute it unlimited The person who does the typing (student, friends, Facebook friends, etc.) provides his/her email, exact age, gender, country, postal code). These are recorded in a flat database, read only, along with the study, the data, and the person’s segment or viewpoint membership The system sends back a short report to the person typed, along with a link to send to friends, anywhere This read-only database is available to anyone doing the typing (after he/she has done it), and to the buying company The read-only database can be accessed as many times as one wants.

37. INVOLVING TRADE & PROFESSIONAL ASSOCIATIONS Trade associations are always looking to increase the sales volume of their members A potential service of a trade association is to fund the studies, for $150,000 … instead of field services funding the studies The $150,000 will generate funding for 300 studies, run by students (ages 10-25) with 100 respondents per study (general population) The information will be available to sale to anyone. Trade association members can download the data (and typing, etc.) for $500. Non-members can download the data (and typing, etc.) for $750 For each download, we each make 1/3 of the download fee. –The trade association –The student –US This model can be used for any associations, trade, commerce, etc., anywhere in the world We will specify that the student’s study deal with one of the topics, but will not enforce that in a draconian way. We expect enough powerful results from a potential of 300 studies

38. ISSUES, PROBLEMS, INHIBITORS

39. CAN WE INCORPORATE THE TECHNOLOGY PART OF A AFTER-SCHOOL ENRICHMENT OR PRIVATE TUTORIAL We designed this system to be free There is a whole universe of people who can mentor / guide students, those students wanting enrichment Can we get these tutors have their students pay $110/study for respondents, when the student wants to get the study for free Recall that whoever FUNDS the respondents becomes the de facto partner in proceeds of download for that particular study. This de factor partnership might be a draw for schools to fund the studies. –The basic cost for the study respondents is $110 if we were doing it ourselves.. –The fee to fund the study respondents by a private individual is $300 –And then the private individual (or school) starts sharing $250/download.

40. HOW DO WE MAKE COMPANIES AWARE OF OUR PRODUCT We need to have email blasts The goal is to create a searchable database, google-able The database has the abstract written ahead of the project, and a searchable word cloud Ideally with 10,000 studies, and the fact that the study elements are by the millennials and younger will make the database attractive enough to search

41. YOU MENTIONED OLDER FOLKS (NEW PROFESSIONALS) – WHAT DOES THIS DO FOR THEM? In any topic area where the Mind of Man is the Measure, Mind Genomics works and indeed truly excels. But you’ll have to see that for yourself. Otherwise it’s hyperbole. If you want to check right now..go to the Mind Genomics dropbox The system makes it easy to do a PhD level study in less than a week Everything is organized, and the levels of potential analyses are deep & profound Imagine a new PhD able to do 6 powerful studies in six months…what a chance Imagine becoming a world’s expert in as little as 10 studies, over 6 months https://www.dropbox.com/sh/vlyiqp6p5eom0m1/AAC1WRPuHOGpax6TLq- md824a?dl=0 https://www.dropbox.com/sh/vlyiqp6p5eom0m1/AAC1WRPuHOGpax6TLq- md824a?dl=0

42. WHAT IF A COMPANY WANTS TO DO A STUDY BY REPRESENTING ITSELF THAT IT IS A STUDENT? There are times that a company will want to hire a student to do the study… There are times that a company will want to do a free study (called stealing), by representing itself as a student … it can happen, you know!! We cannot control who participates We can simply ask the student to sign the form below by checking one of the three boxes

43. THE PROCESS IN A SHORT VIDEO

44. A CARTOON PRESENTATION OF WHAT THE PROCESS MIGHT BE LIKE…20,000 FOOT VIEW HERE IS WHAT WE ENVISION: http://www.powtoon.com/m/eGonnkyaOg9/1/http://www.powtoon.com/m/eGonnkyaOg9/1/

45. THE GENERAL PROJECT FILE HOW DOES A PROSPECTIVE BUYER GET TO THE DATA, LEARN WHAT’S AVAILABLE, IN ORDER TO BE EXCITED TO PAY THE GENERAL DATABASE OF THE STUDIES, AND THE WORD CLOUD

46. THE BUYER (DOWNLOADER) WILL WANT A SENSE OF WHAT THE ELEMENTS ARE… PROVIDE A SEARCHABLE WORD CLOUD CREATED FROM THE ELEMENTS, E.G., BY WORDLE™ Meet people who share your interest in groups Express yourself on a personal profile page that friends can subscribe to Upload music to your personal profile and access your friends' music with the click of a button See what everyone's up to in their photo albums Send personal invitations to upcoming events You won't be bothered by annoying pop up ads Chat while you're using the rest of the site Customize your page with a simple layout Enjoy messaging and chatting with your friends Allows you to indulge in the latest celebrity news right as they post their updates Keep track of sports news and scores See whats going on in the world with our mobile site and APP Be on the go with our mobile site and app Find out what's new in your local neighborhood news Keep up with Wall Street in business news

47. THE GENERAL SEARCHABLE DATABASE What is your email for PAYAL payments - Private Date of study - automatically inserted Project identification number - automatically inserted Your project number for this particular study (suggestion…include the key topics of the study so it can be found easily) About YOU as researcher Do you want to be reached by anyone - put in your email, otherwise hit NO Would you like to become an official guide to companies who want to do this research? YES or NO. If you want to become an official guide to companies, Hit YES again, and put in the email for them to reach you. Note - the data will be downloadable by anyone. You are just becoming an intern for the company Exact age and gender of major researcher Exact age and gender of second researcher (or NONE) Exact age and gender of third researcher (or NONE) Country Postal Code Language you are using (select from drop down list) About your EXPERIENCE Why are you doing this particular study … in three sentences or more What do you expect from this study.. In three sentences or more What are the topic that your are studying What was the WORST part of your experience setting up the study What was the BEST part of your experience setting up the study About how many downloads (or buyers) do you expect Why do you think a buyer will download this study that you are about to run About spreading the word, telling your friends, getting companies to sponsor you Do you intend to share this with friends? Why? Do you intend to go to companies, to ask them to sponsor you? Why

48. THE MTDB – THE MIND TYPE DATABASE At the start of each project, we create a database which lives with the project This database does two things Allows a person to type himself by the Personal Viewpoint Identifier Captures the person’s email, exact age, gender, country, postal code, and individual mind type Sends the ‘mind type’ or ‘viewpoint report’ to the person’s email, along with link to the MTDB, so that the person can send it to his/her friends on social media. They will, in turn, get the report of themselves, along with link to send to others This MTDB is always available both to the student who does the study, and to the company which downloads the data/project/study, paying the $750 The goal is to have the MTDB for a project acquire upwards of 10,000 mind typed people, whose viewpoint is known, and who can be reached. That will increase the probability of a company downloading. Now they have even more –Data –Their own unlimited typing for 3 months, available unlimited typing afterwards for $750/month –A living database of typed individuals for this study, who have given permission (by typing) to be contacted –Note…any student wanting to get into the system has to mind type himself on 15 projects before he gets a link to do a study.

49. EXAMPLE OF REPORT FROM A ‘TEAM’ AT QUEENS COLLEGE FROM COURSES TAUGHT BY PROF. MARTIN BRAUN & SUSAN HENDERSON

50. COURSE COMPLETION PROGRAM DECEMBER 19, 2011 Professor Sue Henderson, PhD Math 110 Brought to life with Addressable Minds

51. TEAM PROJECT OVERVIEW  Teams conducted surveys on November 6, 2011 : ◦ Population Ages 18 and over of Males/Females across the US ◦ 50 Different Respondents took each survey  The teams created marketing and advertising messaging with the intent to discover key messages to entice the survey taker to buy the product or service  What works and does not work in what you say:  Social networks  Cars  Baseball team  CD’s  Resort Vacations  Computers  Movies

52. Project Team Nusaiba Ally Nabeela Hanif Tanzilla Yousuf Domenick Taibi Math 110 Final Report – December 2011 Survey and Analysis for Social Networking

53. CREATE ADDRESSABLE MINDS MESSAGING FOR SOCIAL NETWORKS DEVELOP SURVEY QUESTIONS Potential social network user ANALYZED SURVEY RESULTS → Addressable Minds INTERNET IdeaMap™ SUY SURVEY IDENTIFY TARGET MARKET MARKET SEGMENTATIONMind Typing Wizard MARKETING PHRASES 4 minutes (4x4)

54. SURVEY OVERVIEW  Survey of key ideas for social networks to prospects  Survey conducted on November 6, 2011 : ◦ Population Ages 18 and over of Males/Females across the US  The team created key marketing and advertising messaging with the intent to entice the survey taker to use a social network.

55. SURVEY OVERVIEW (2 OF 2) 52 Individuals responded Assess two major aspects of messages –Does it convince a prospect to use a social network? –How does it make the prospect feel? Data reveals the mind-sets of respondents across the United States, as well as ‘what works, what doesn’t’

56. 56 The Survey begins with an orientation screen

57. Each respondent evaluates 24 unique combinations of elements First on overall interest © 2011

58. WHAT CONVINCES?

59. TOTAL PANEL – INTERESTED IN PERSONALIZING THEIR PROFILE. NOT CONCERNED WITH BUSINESS NEWS.

60. THE TOTAL PANEL’S INTEREST IS DIFFERENT FROM THAT IN EACH OF THREE IDENTIFIED SEGMENTS

61. THERE ARE THREE UNIQUE SEGMENTS DIFFERENT USERS – DIFFERENT APPROACH Messaging for one isn’t necessary going to appeal to the other…and could actually hurt Socializing48% Versatility 37% Business 15%

62. SOCIALIZING (SEG1) – INTERESTED IN MEETING AND INTERACTING WITH NEW PEOPLE AND FRIENDS. NOT CONCERNED WITH NEWS OR BUSINESS ASPECTS.

63. BUSINESS (SEG2) – INTERESTED IN PROFESSIONAL AND BUSINESS ASPECTS OF A SOCIAL NETWORK. NOT CONCERNED WITH SOCIALIZING.

64. VERSATILITY (SEG3) – INTERESTED IN A CONVENIENT ALL-IN-ONE WEBSITE. NOT CONCERNED WITH ONE SPECIFIC ASPECT.

65. THE “MIND TYPE IDENTIFIER” IS A 30 SECOND SHORTCUT SURVEY THAT IS EXTRACTED FROM THE 4 MINUTE BIGGER MINUTE SURVEY AND IDENTIFIES THE SEGMENT MEMBERSHIP OF THAT INDIVIDUAL DEVELOP SURVEY QUESTIONS Potential social network user. ANALYZED SURVEY RESULTS → Addressable Minds INTERNET IdeaMap™ SUY SURVEY IDENTIFY TARGET MARKET SEGMENTATION WIZARD 4-5minutes PVI comprises 4 elements identified in the larger study of6 elements

66. THE SOCIAL NETWORK MIND TYPE IDENTIFIER A SHORT SURVEY WITH THE QUESTIONS DERIVED FROM THE FULL SURVEY TO IDENTIFY SEGMENT MEMBERSHIP

67. 67

69. PROJECT CONCLUSION SOCIAL NETWORKING IS USED FOR BUSINESS AND SOCIAL PURPOSES DEPENDING ON THE TYPE OF PERSON. Three Segments discovered by Mind Genomics * Socializing * Business * Versatility You can improve messaging...but you have to –Know the segmentation –Give the right message to the right segment

70. THANK YOU HOWARD MOSKOWITZ