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Mind Genomics: Revealing the attitude of American people to different aspects of life…American Dream Study Results – June 29, 2013 Mind Genomics: What does “the American Dream” really mean? Arthur Kover, Ph.D. – Fordham UniversityYasir Batalvi – Moskowitz Jacobs Inc.Nadya Livshits – Moskowitz Jacobs Inc.Politicians, TV personalities, magazines and blogs all write about “the American Dream”. But who has achieved “the American Dream”? What does “the American dream” mean?This study led to the focused use of Mind Genomics to uncover the attitude of American people to this subjectThe remainder of this report contains the summary of the details of the research project and its findings
Citation preview
Mind Genomics: Revealing the attitude of American people
to different aspects of life
American Dream Study Results June 29, 2013
Mind Genomics: What does the American Dream really
mean?
Arthur Kover, Ph.D. Fordham UniversityYasir Batalvi Moskowitz Jacobs Inc.
Nadya Livshits Moskowitz Jacobs Inc.
Executive Summary
Politicians, TV personalities, magazines and blogs all write about the American Dream. But who has achieved the American Dream? What does the
American dream mean?
This study led to the focused use of Mind Genomics touncover the attitude of American people to this subject
The remainder of this report contains the summary of the details of the research project and its findings
2013 2
Who is living the American Dream
2013 3
LETS APPLY MIND GENOMICS
TO FIND OUT
2013 4
IdeaMap Mechanics We compiled stimuli across 6 categories and set up a study online using our
Conjoint research methodology, IdeaMap.net
Survey participants were 18 years of age and older. The survey begun with a brief positioning statement (as shown in next few
screens)
Concepts were rated on the following 2 rating questions:
1) Do these statements represent The American Dream?
1= Not at all agree to 9= Strongly agree
2) How much do you agree that these statements represent your own life style?
1= Not at all agree to 9= Strongly agree
The survey ran and completed in less than one week
463 people completed the survey
5 2013
Categories (Silos) and Elements Tested
in the study
2013 6
Category B: SECURITY
Dont need to worry about having enough money
I dont need to look for work
My neighborhood is safe and peaceful
I can say what I want about politics
Most people are friendly to meIf I want to spend for something I want, its my choice
Category A: OVERALL AMERICAN DREAM
Feel personally secure
Decent work
Belongs in a community
Personal political freedom
People treat others well
Freedom to chose lifestyle
Categories (Silos) and Elements Tested
in the study
2013 7
Category C: WORK
Feel that my work is appreciated
I like the work I do
Feel I among friends at work
My political beliefs are my business at work
People respect me and my work
Job gives me money to live the way I like
Category D: COMMUNITY I can walk safely anywhere and any time in my neighborhoodMost of my friends are people who work with meMy community is my family and friends I vote for people who will help my townYou can always depend on neighbors to help if neededPeople here accept my lifestyle
Categories (Silos) and Elements Tested
in the study
2013 8
Category E: POLITICAL FREEDOMI trust our governmentThere is equal chance to work no matter what race or religionIt is my duty to serve my country when neededThe media should be honest, not biasedThe government should help poor peopleI speak out for the right thing
Category F: LIFESTYLEOne needs to have heavy bars over the home windowsMy work expresses who I amThere is a group of people with whom I have a lot of funSometime I write a letter to a government officialLive and let live is my mottoI sometime buy things just because I can.
Respondent profile
2013 9
Gender %Male 50%Female 50%
EthnicityAsian 22%Black/African American 23%Hispanic/Latino 11%White/Caucasian 42%Other 2%
Age18-20 9%21-29 39%30-39 28%40-49 13%50-59 9%60-65 2%
Income %Under $30,000 35%$30,000-$39,999 15%$40,000-$49,999 13%$50,000-$74,999 17%$75,000-$99,999 10%$100,000-$124,999 4%$125,000 or over 6%
Opportunities for individuals will grow in the United StatesAgree totally 16%Agree somewhat 40%Neither agree nor disagree 19%Disagree somewhat 18%
Annual income will increase or decrease in the next few years?Will increase 58%Will decrease 16%Will stay about the same 27%
Respondent profile
2013 10
Employment status %Employed full time for pay 44%Employed full time but not paid (e.g.housewife)
6%
Employed part time 19%Not currently employed but looking 11%Not currently employed but not looking 4%Retired 2%Student 14%
ReligionBuddhist 3%Christian 50%Hindu 4%Jewish 2%Muslim 3%Other 8%None 30%
Political group %
Democrat 44%
Republican 13%
Independent 28%
Other 4%
None 12%
Political beliefs
Libertarian 5%
Conservative 14%
In the middle 31%
Liberal 38%
Radical 3%
Not interested 8%
Introduction
2013 11
Each respondent saw and rated a total of 48 concept
screens (unique combinations of elements describing
people)
Each screen was rated- first on its relation to the
American Dream
2013 12
then saw the same screen and asked to answer how well
these descriptions represent their life!...and continued to
rate a total of 48 concept screens
2013 13
LEADING TO STATISTICAL
ANALYSIS
HOW ELEMENTS DRIVE RATINGS
OF TEST COMBINATIONS
(VIGNETTES)
2013 14
2013 15
Total Sample: What people think
NOW LETS LOOK AT WHAT
EACH OF THE SEGMENTS (MIND SETS
WE UNRAVELED)
3 MINDSETS DISCOVERED..
2013 16
2013 17
SEGMENT 1 THE COMMUNITARIANS
2013 18
SEGMENT 1 COMMUNITARIANS
The communitarian mindset involves a community drivenoutlook. It centers around the belief that the American dreamis achieved when the interest of communities is emphasizedthrough:
A lens of governance to achieve societal advancement,
An inclusion of varying lifestyles despite individualperspectives or differing societal backgrounds,
Community oriented infrastructure that is close-knit,and consists of family and friends,
Safety being civic driven; having the ability to travel inones neighborhood free of concern.
2013 19
SEGMENT 2 THE INDIVIDUALISTS
2013 20
SEGMENT 2 - INDIVIDUALISTS
The individualist mindset adheres to the longstanding beliefthat the essence of individual independence is core to theAmerican dream:
Freedom to make personal decisions about financesand their allocation,
Individual responsibility for earning and choosing adesired career,
Liberty to express personally held political opinions inpublic or at work,
Lack of the sense of duty to serve country ordependence on government to assist theunderprivileged.
2013 21
SEGMENT 3 THE TRADITIONALISTS
2013 22
SEGMENT 3 TRADITIONALISTS
The traditionalists mindset regards the American dream as a relationship between individuals and their communities, as well as with government based on trust and consideration:
Mutual respect and personal security as the keystoneof shared American values,
A sense of belonging in the community, family andwork sphere,
Appreciation of work at a job, yet a divorce of personaland professional life,
The ideal of a safe and harmonious society without anecessity of accepting of everyone's lifestyle.
2013 23
THE AMERICAN DREAM, WHAT
DOES IT MEAN?
LETS DEFINE PEOPLES ATTITUDE TO THE
AMERICAN DREAM
2013 24
CONCLUSIONS & OTHER INSIGHTS
Subsequent demographic analysis reveals a shared andcommon perception of the American Dream.
Most Americans, irrespective of gender, ethnicity, age orincome regard the essence of the American Dream as a
national ethos, embodying a sense of:
Unfettered opportunity to find work regardless of race or religious fealty,
Safety and peace in the immediate community,
Personal ability to influence the political domain,
Lifestyle choice which is free, fair and diverse.