Mind Genomics is an empirical, scientific way to identify how people subconsciously respond to aspects of everyday experience. Rather than predicting how the world might work based on behavioral or lifestyle history, Mind Genomics cuts through traditional demographics and psychographic and behavioral segmentation to uncover the organizing principles that govern mindsets and attitudes.
Mind Genomics works to sequence a consumer’s brain layer by layer to create a “template” that predicts how they’ll feel about new products, services, and messages. This map can then be used as a baseline to predict how other individuals will fall into the same segments, noting that a positive message for one segment could resonate negatively in another segment. No other science offers this insight or with this rigor.
Mind Genomics produces a dramatic "lift" in customer response in every domain of application. It accomplishes this by going beyond customer preferences and lifestyles to give you direct insight into what your customers are thinking - even when they don't know how to articulate their preferences. Success after success with our clients has proven the methodology. Click here to let our customers speak for themselves.
Increased email fundraising efforts by motivationally targeting the mail list
Reduced readmissions for patients with congestive heart failure
Maximized donations with the right messaging in ABC, CBS, & NBC
Maximized donations during our recent economic downturn
Identified best prospects & personalized messaging to drive increased sales
Increased direct mail solicitation to promote a special event MasterCard program
Dr. Howard Moskowitz is a well-known experimental psychologist in the field of psychophysics and an inventor of world-class market research technology. Dr. Moskowitz has written/edited twenty-six books, has published well over 400 articles and serves on the editorial board of major journals, and his extensive speaking engagements span both scientific and market research conferences, as well as guest lectures at leading business schools and food science schools
I would talk about someone who I think has done as much to make Americans happy as perhaps anyone over the last 20 years, a man who is a great personal hero of mine: someone by the name of Howard Moskowitz, who is most famous for reinventing spaghetti sauce...What Howard did is he fundamentally changed the way the food industry thinks about making you happy...
Watch the complete TED Talk
The basic premise of Mind Genomics is that to address today’s challenges, one must understand the mind of the consumer and other relevant stakeholders...Dr. Howard Moskowitz and his colleagues have been developing over the last 30 years an approach whose intellectual and computational relation to conjoint analysis and other powerful analytic method allows for a variety of creative applications.
For any domain of human life, Mind Genomics® is able to identify the phrases which constitute for the respondents the domain of investigation, and within it what is important and what is not...Whereas conjoint analysis and other approaches have done this before for specific applications, the unique feature of the Mind Genomics® worldview is the relentless focus on cumulative knowledge across applications, with the goal to develop a usable, generalizable, accessible database of the findings.
Mind Genomics' Strategic Approach
Explore the process
Identify the Target Market
Recognizing that you, our client, are the expert in your field, we work in conjunction with your subject matter experts to identify your target market and areas of focus.
Develop the Message Matrix
Using deliberate statements in your area of focus, we test words, attributes, features, benefits and attitudes to determine relevant motivators and drivers. These are represented in 36 statements consisting of six categories and six supporting statements.
Invoke Mind Genomics' IdeaMap®
The 36 statements are installed into the IdeaMap software, which is a scientific algorithm created by Dr. Moskowitz over 30 years ago. An online survey is created and using Rule Developing Experimentation (RDE), the statements are grouped systematically by pulling 3-4 statements to create a vignette which is tested against an anchor question.
Experiment with Respondents
Respondents are then exposed to 48 successive screens each showing a unique vignette which they then rate based upon the anchor question. Each rating is recorded and the combination of statements is scored.
Isolate Emergent Mindsets
The 36 statements are then evaluated and listed from strongly positive to negative in descending order. Using the emotional valence of the responses - and a rigourous regression analysis - we identify and isolate emergent mindsets among the Respondents.
Establish Cohort Groups & Messaging
Using a conjoint analysis, we can now segment attitudinal mindsets into cohort groups and determine what messaging each best responds to. A positive message for one mindset segment could resonate negatively in another mindset segment. No other science offers this empirical insight.
Create the Viewpoint Identifier Deliverable
Our most critical deliverable is the Viewpoint Identifier (VPI), which allows its user to meet a prospect for the first time, ask 3-4 questions (in 10 seconds) and with a high degree of accuracy, assign that person to the proper segment.
The VPI may be used in 1:1 contact, via call centers, through contact with a website, or in the case of Big Data, may be appended and used to segment huge data bases into proper mindset segments for direct mail, email or social media campaigns.
We now know what to say, how to say it, and to whom. We are ready to build creatives and design outbound communications with excellent targeting precision.
Bert Krieger, our Chief Research Officer, explains the scope and process of Mind Genomics in under two minutes - "what we're looking for are underlying patterns that will help us identify who these people are and what to say to them to maximize the call to action."
Down with Surveys & Focus Groups