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DESCRIPTION
TRANSCRIPT
OVERVIEW• OBJECTIVES• SITUATION ANALYSIS• SEGMENTS• PRIMARY RESEARCH• TARGETS• STRATEGY & MESSAGE• CREATIVE RECOMMENDATIONS• QUESTIONS
RAISE awareness
CLEAR existing misconceptions
DISCOURAGE diversion and misuse
OBJECTIVES
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
Importance of Task
Decision Making Style
Low-Priority High-Priority
Intuitive The Rule Breaker The Know-It-All
Combination The Mind Wanderer The Chameleon
Rational The Independent The Overachiever
SEGMENTS
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
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
IN DEPTH INTERVIEWS
1) Stressed, Desperate, & Tempted:2) Helpful & good in moderation3) Easy to get prescribed to and thus
think it isn’t dangerous4) Feel safe because they are unaware of
side effects5) Students learn about it from friends
and only hear the good things6) Unaware of dosage
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.”
“I feel some risks, like death, are extreme so it doesn’t concern me... why would a doctor prescribe a medication so easily if it was really that
dangerous?”
KEY INSIGHTS
• Lack of awareness of negative effects
• Desperation & Curiosity
• Safe in moderation• Don’t consider legal implications • Worth it because of benefits
THE MIND WANDERER
“I am a big fan of last minute studying, a
procrastinator.”
-Female, 21 yrs old-Rational/Intuitive Decision Making
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. “
STRATEGY & MESSAGE
Outsmart the Side Effects
CREATIVE
CREATIVEFRONT
BACK
CREATIVE
CREATIVE
Questions?