Recapturing and Reviving Education: How to Teach Math to High School Students

By: Jessica Yuan, Yorktown High School & Janna Kamanskaia, iNovum LLC and Queens College, 2011 Research conducted for The Questioning Institute

Developed by: Jessica Yuan, Yorktown High School Janna Kaminskaia, iNovum LLC
March, 2011

The business Vision

Addressable Minds what is it Addressable Minds results from the Teaching Math to high school students survey

Using the results to type..and thus to send the right message to the right student .. For the right educational outcome

Reality: United States education is in crisis. American kids show very little interest in learning essential sciences like Math. Upcoming generations of students lack basic skills to compete in the job market.

Competition: At the same time countries like Russia, China and India produce millions of highly educated, hard-working and motivated specialists. Help our country: What would make learning subjects like Math interesting to students? What would motivate them? What will scare them away?

The Vision to give a process of learning Math a new life, new aura, new approach. Make Math kids new favorite subject. The Goal send the student the right message..for that student and get that student turned on to math The Hope - A stronger student, a stronger America, a rekindled American Dream

Addressable Minds is a scientific, actionable form of predictive consumer intelligence accurately defining consumer attitudes and preferences both stated and unstated.
Described by Malcolm Gladwell and others as discovering the DNA of the Consumers Mind. 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.

Cuts across traditional segmentation & detects hidden preferences

Behavioral Segmentation - Product Usage - Brand Loyalty - Attitudinal Psychographic Segmentation - Social Class - Lifestyle Type - Personality Type Demographic Segmentation - Age - Gender - Income

Addressable Minds

IDENTIFY TARGET MARKET DEVELOP SURVEY QUESTIONS

INTERNET IdeaMap

SURVEY

Students ANALYZED SURVEY RESULTS Addressable Minds

MARKET SEGMENTATION
Total Seg 1 Self Sample Driven Online Banking Seekers Base Size: Constant: Online Collaborative OC1 Connect online in 'real time' with a customer rep via instant messaging, voice over IP or video conferencing via your computer OC3 Faster loan application processwork in real time online with a loan officer OC4 Our bank's customer service reps will help you browse and use our online banking services OC2 Use our online tool to find and schedule at your convenience an online working session with an expert such as investment broker, insurance agent, and/or loan officer Online Other ON3 We will answer all your requests in 'real time' by email, instant or text messaging ON4 We offer 'On demand' status reports for services requests (e.g., loan application) delivered to you via e-mail, text or instant ON2 messaging No more paper mail... We will send you statements and images of transactions securely by email ON1 We allow you to pay bills securely using your mobile devices (cell phone, PDA, Blackberry, etc.) In-Branch Recognition BR3 We offer a bank-issued smart card so we can recognize you entering the branch and process your needs faster BR4 Choose a secure eye or finger security scan to identify you immediately in-branch and at ATM BR2 We have the most secure biometric system that identifies you as you enter the branch so we can process your needs faster BR1 We will recognize our customer's mobile phone signal when entering a branch so we can recommend appropriate bank products, promotions and special services (267) 31 (105) 34 Seg 2 Technology/ High Security Seekers (50) 28 Seg 3 Seg 4 Personal Collaborative Touch with Online Seekers Technology (59) 31 (53) 26 0 0 -1 2 0 0 2 -8 -6 5 12 10 -13 -8 -10 -3 1 -11 6 -12

MARKETING PHRASES

TYPING ENGINE
No more paper mail we will send you copies of statements by secure e-mail Securely manage your account by PDA, Internet of automated telephone

1 1 -2 -4

7 6 5 2

-11 -4 -17 -13

3 -3 -5 -9

-1

Our banks customer services reps will help browse & use our on-line services
0 2 -2

Manage all your banking needs with a state of the art kiosk and be confident that live help is available if you need it

4 4 2

2 3 -1

6 10 8

-3 -1 -5

13 3 6

-4

-3

-6

-11

The survey shows the approach, and the results Gives a sense of what could be done

Experiment run on March 9th, 2011 :

Population of high school students ages 12-18

159 Individuals responded

Measuredtwo major aspects of messages

Students interest in various aspects of learning math How do these messages make students feel?

Revealed what works, what doesnt Revealedmind-sets of respondents across the United States,

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Base Size Propensity to learn math Playing fun games of any sort to stimulate math thinking Tutoring and extra-help available to assist you A peer who deeply understands the math material A peer with a friendly attitude and warm personality A peer who deeply understands causes of struggle A peer who is willing to help and support you School is equipped with a modern computer facility A peer with a flexible schedule to help you Teachers always bring a humorous spirit to class Textbook references are fun and filled with interesting ways to learn School promotes different after-school math related activities (e.g. math team, competitions...) Parents provide help and motivation to their child at home when needed Using interactive games to learn concepts Production of a class show working in groups to demonstrate a concept or theory, utilizing visual aids and fun costumes Incorporation of dance in math classes Parents-Teacher Conferences offered twice a year Lessons featuring discussion groups and student presentations A parent's network to get together and discuss ways to help and improve their child's mathematical understanding

Total Sample 159 35 14 12 11 11 10 8 7 6 6 5 0 0 0 -1 -2 -2 -4 -4

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Conditional Formatting: Winners > 10 in green; Losers < 0 in red Base Size Constant Playing fun games of any sort to stimulate math thinking Tutoring and extra-help available to assist you A peer who deeply understands the math material A peer with a friendly attitude and warm personality A peer who deeply understands causes of struggle A peer who is willing to help and support you School is equipped with a modern computer facility Using interactive games to learn concepts Parents provide help and motivation to their child at home when needed Production of a class show working in groups to demonstrate a concept or theory, utilizing visual aids and fun costumes Incorporation of dance in math classes Parents-Teacher Conferences offered twice a year Lessons featuring discussion groups and student presentations A parent's network to get together and discuss ways to help and improve their child's mathematical understanding

Total Sample 159 35 14 12 11 11 10 8 7 0 0 -1 -2 -2 -4 -4

Segment 1 Segment 2 Segment 3 Learning Peer Fun Environment support Seekers 45 64 50 36 43 25 20 6 19 27 9 3 3 22 4 4 15 12 8 19 0 -8 21 5 23 4 -5 -8 -6 14 9 -9 2 -16 10 2 -11 -5 -2 -19 -10 -4 -10 13 9 3 4 3
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Learning Environment 28% Peer Support 40%

Fun Seekers 32%

Messaging for one generally doesnt appeal to the other

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Conditional Formatting: Winners > 10 in green; Losers < 0 in red Base Size Constant School provides an award system to encourage student learning (e.g. honors pin, speech) Tutoring and extra-help available to assist you School is equipped with a modern computer facility Create a song using a fun or well-known tune to help memorize formulas and theories Playing fun games of any sort to stimulate math thinking School features new math learning technologies (e.g. smart board, Elmo) School promotes different after-school math related activities (e.g. math team, competitions...) Progress reports and report cards sent to the student's home containing both the student's academic and classroom progress Comic or funny phrase randomly placed throughout an extensive homework assignment Incorporation of dance in math classes Lively and fun up-beat music in hallways between class periods Using interactive games to learn concepts A peer who is willing to help and support you The classrooms are outfitted with humorous and math-inspired objects (e.g. posters, murals) Using electronic math puzzles to reinforce understanding Textbook references are fun and filled with interesting ways to learn Lessons featuring discussion groups and student presentations Lessons with clear objectives; students always know the purpose of topic and it's application Production of a class show working in groups to demonstrate a concept or theory, utilizing visual aids and fun costumes

Total Sample 159 35 5 12 7 5 14 2 0 3 4 -2 4 0 8 0 1 5 -4 3 -1

Segment 1 Segment 2 Segment 3 Learning Peer Fun Environment support Seekers 45 36 33 27 23 21 20 18 15 11 10 10 10 -8 -8 -9 -9 -9 -11 -13 -16 64 43 -3 9 4 -11 6 -5 5 3 -8 -19 3 -6 21 5 -3 9 -4 7 -2 50 25 -9 3 -5 10 19 -3 -20 -5 12 9 2 14 5 2 15 14 4 11 13
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Conditional Formatting: Winners > 10 in green; Losers < 0 in red Base Size Constant A peer who deeply understands the math material A peer who is willing to help and support you A peer who deeply understands causes of struggle A peer with a flexible schedule to help you A peer with a friendly attitude and warm personality A thoroughly capable peer in explaining and simplifying complex or difficult concepts Tutoring and extra-help available to assist you Creative individual project using funny experiences to form problems for the class to solve Using interactive games to learn concepts Comic or funny phrase randomly placed throughout an extensive homework assignment Do math with a pet; share the funny story to the class Parents provide help and motivation to their child at home when needed Parents-Teacher Conferences offered twice a year A parent's network to get together and discuss ways to help and improve their child's mathematical understanding Lessons mixed in with frequent projects, allowing students to apply their concepts in class to the real world Create a song using a fun or well-known tune to help memorize formulas and theories Incorporation of dance in math classes

Total Sample 159 35 11 8 10 6 11 1 12 4 0 4 2 0 -2 -4 3 5 -2

Segment 1 Segment 2 Segment 3 Learning Peer Fun Seekers Environment support 45 36 3 -8 8 -3 4 -3 27 2 -8 10 7 9 2 -5 8 21 10 64 43 22 21 19 17 15 11 9 -5 -6 -8 -9 -9 -10 -10 -10 -11 -19 50 25 4 5 0 0 12 -8 3 18 14 12 10 2 3 3 15 10 9
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Conditional Formatting: Winners > 10 in green; Losers < 0 in red Base Size Constant Playing fun games of any sort to stimulate math thinking Creative individual project using funny experiences to form problems for the class to solve Using electronic math puzzles to reinforce understanding Lessons mixed in with frequent projects, allowing students to apply their concepts in class to the real world Lessons providing examples and abundant practice to help students better their understanding of the topic Using interactive games to learn concepts Textbook references are fun and filled with interesting ways to learn Production of a class show working in groups to demonstrate a concept or theory, utilizing visual aids and fun costumes Comic or funny phrase randomly placed throughout an extensive homework assignment A peer with a friendly attitude and warm personality Lessons with clear objectives; students always know the purpose of topic and it's application Teachers always bring a humorous spirit to class Do math with a pet; share the funny story to the class Create a song using a fun or well-known tune to help memorize formulas and theories Teacher provides a humorous approach using stories from experience to teach the lesson. Incorporation of dance in math classes Teachers frequently think of humorous ways to better their styles of teaching and problemsolving for each lesson to fit into each unique class of students School is equipped with a modern computer facility A thoroughly capable peer in explaining and simplifying complex or difficult concepts School provides an award system to encourage student learning (e.g. honors pin, speech) School promotes different after-school math related activities (e.g. math team, competitions...)

Total Sample 159 35 14 4 1 3 5 0 5 -1 4 11 3 6 2 5 4 -2 2 7 1 5 0

Segment 1 Segment 2 Segment 3 Learning Peer Fun Environment support Seekers 45 36 20 2 -9 8 -5 -8 -9 -16 10 4 -13 3 7 21 -3 10 -7 23 -3 33 15 64 43 6 -5 -3 -10 4 -6 9 -2 -8 15 7 4 -9 -11 3 -19 3 4 11 -3 5 50 25 19 18 15 15 15 14 14 13 12 12 11 11 10 10 10 9 7 -5 -8 -9 -20
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Intimidated Intimidated Curious Excited Skeptical Tense Progress reports and report cards sent to the student's home containing both the student's academic and classroom progress 8 8 1 6 3 Incorporation of dance in math classes 7 4 0 10 6 Lessons featuring discussion groups and student presentations 7 14 -2 6 2 Curious Playing fun games of any sort to stimulate math thinking 0 15 13 -1 1 Lessons featuring discussion groups and student presentations 7 14 -2 6 2 Constant communication between teacher and parent to keep one another updated on any potential problems 5 13 5 1 3 Excited Teachers always bring a humorous spirit to class -2 9 15 6 -1 School is equipped with a modern computer facility 0 2 15 6 3 A peer with a friendly attitude and warm personality 2 5 14 7 0 Skeptical Lively and fun up-beat music in hallways between class periods 2 4 8 11 2 Incorporation of dance in math classes 7 4 0 10 6 The classrooms are outfitted with humorous and math-inspired objects (e.g. posters, murals) 2 8 8 9 1 Tense Incorporation of dance in math classes 7 4 0 10 6 School promotes different after-school math related activities (e.g. math team, competitions...) 3 4 8 6 5 School provides an award system to encourage student learning (e.g. honors pin, speech) -2 6 12 5 4
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You meet a high school student in a class. How do you find the right teaching approach for that particular student?

Or: uncover mind-set to correctly classify a student you never met before?

Imagine education .. With this deep knowledge of each student!!

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Typing Tool Link

http://www.mjiweb.com/mjitt/Math_Jes/index.htm

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Addressable Minds for teaching math to high school students identifies three distinct segments with each segment having different hot buttons Schools across US can adapt the use of this technique to improve attitude towards learning math .as well as to make teaching process more effective

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Dr. Howard Moskowitz. Addressable Minds Inventor, honored by the scientific community,...
Is the President of Moskowitz Jacobs Inc. and holds a

Ph.D. in Experimental Psychology from Harvard University.

Won two of the most prestigious awards in market

research
2005 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.
2010 Walston Chubb Award for Innovation across all

sciences, Sigma Xi, The Scientific Research Society, international Awarded for Mind Genomics: The science underlying the technology discussed in this presentation