Mind Genomics' Strategic Approach

Explore the process

Step 1

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.

Step 2

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.

Step 3

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.

Step 4

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.

Step 5

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.

Step 6

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.

Step 7

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.

Step 8

Develop Messaging

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.

Our Solution

Mind Genomics’ Strategic Approach

Explore the Process

 

1. 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.

 

2. 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.

 

3. 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.

 

4. 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.

 

5. 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.

 

6. 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.

 

7. 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.

 

8. Develop Messaging

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.

 

Mind Genomics® is an empirical solution for identifying what to say, how to say it and to whom. As a number of recent elections around the globe have shown, surveys and focus groups are not adept at uncovering how people truly feel or how they will actually behave. Unfortunately, you probably know of at least a few companies still relying on these methods to deliver consumer information that subsequently serves as the lynchpin for their sales, marketing and communication strategies.

Rather than relying on inaccurate self-reported data or guessing predicting how your consumers may behave based on lifestyle history, Mind Genomics® provides an organizing principle by ‘mapping the dimensions of experience.’ Our science allows you to cut through traditional demographic, psychographic and behavioral segmentation with a process that is straightforward, portable and scalable.

Our clients simply identify a topic area (e.g. buying a car) and work in consultation with MGA implementation specialists to map out the attributes or ideas in this topic area. MGA then tests these specific messages to determine which specific ideas do – and don’t – appeal to a sample of your consumers. Mind Genomics® maps how these different ideas work in your consumers’ heads, pinpointing which of the messages drive desired behaviors. Scaled mind-set segmentation is then easily completed by asking your entire target consumer population a series of 3-4 questions or through an aggregate data profile identification process.

Mind Genomics Advisors

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