For Immediate Release July 20, 2005
Contact: Cristi Allen
callen@decisionanalyst.com
Phone: 817-640-6166

ARLINGTON, Texas-Young Americans 8 to 17 years old agree that pizza is cool, but plastic surgery is not, according to a recent study by Decision Analyst in conjunction with Hypothesis

Earlier this year Decision Analyst conducted a nationwide survey for the marketing research firm Hypothesis titled "Hot or Not?" The survey divided respondents into two age groups-8 to 12 and 13 to 17-and asked them to give their verdict on whether activities and products are "cool" or "not cool."

In both groups, eating pizza topped the list of coolest activities. In the 8-to-12 age group, pizza was followed in popularity by going to the movies, watching television, playing outside, talking on cell phones, and using laptop computers. Among those aged 13 to 17, eating pizza was coolest, followed by laptop computers, going to the movies, cell phones, digital cameras, and instant messaging. In both age groups, these activities were considered to be cool by at least 90 percent of respondents.

In the 8-to-12 age group, plastic surgery was considered cool by only 3 percent of respondents-the smallest percentage. At the bottom of the list also were dieting, considered cool by only 8 percent of respondents; piercings, cited by 26 percent; and tattoos, considered cool by 36 percent.

Plastic surgery also finished last among those aged 13 to 17, with only 6 percent of respondents considering it cool. Also ranked at the bottom were dieting, considered cool by 14 percent of respondents, and "being vegetarian,'' considered cool by 18 percent.

As expected, tattoos and piercings were more popular among teenagers. Thirty-five percent of those respondents said tattoos were cool, and 43 percent said piercings were cool.

For this study, implemented in May, 670 young people 8 to 17 years old were surveyed. The study was conducted by means of Decision Analyst's American Consumer Opinion® Online Panel, one of the world's largest Internet consumer opinion panels. It has more than 5 million participants around the world. The study's margin of error is plus or minus 4 percent.

For more information about the study, including a complimentary set of charts based on key findings, contact Christina Siden at csiden@hypothesisgroup.com, or call 213-533-7006. For more information about Decision Analyst's American Consumer Opinion® Online Panel, contact Cristi Allen at callen@decisionanalyst.com, or call 817-640-6166.

About Hypothesis

Hypothesis (www.hypothesisgroup.com) is a full-service marketing research and consulting firm with offices in Los Angeles and New York. Hypothesis has particular expertise in the development and implementation of child-, family- and educator-targeted research. From concept generation through development, refinement, production, launch and communications, we help clients successfully bring kid-oriented products, programs and services to market based on innovative research techniques.

About Decision Analyst

Decision Analyst, Inc. (www.decisionanalyst.com) is a leading marketing research and marketing consulting firm specializing in advertising testing, strategy research, new product development, and advanced modeling for marketing decision optimization. The firm delivers competitive advantage to clients throughout the world in the consumer packaged goods, telecommunications, retail, high technology, medical and pharmaceutical, utilities, and e-commerce industries. In addition, Decision Analyst operates the American Consumer Opinion� online panel, one of the world's largest Internet consumer opinion panels, with more than five million participants.

For additional information contact:
Cristi Allen
Publicity
Email: callen@decisionanalyst.com
Phone: 1.800.ANALYSIS (262.5974)
Address: 604 Avenue H East
Arlington, TX 76011

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