2. Hello …here is the talk in a sec
If you want..you can go back to sleep
My FAQ: How can you take a product or a service …and
maximize its appeal?
My story …I started working as a psychophysicist in 1969
..US Army‟s Natick Labs…people didn‟t even know what it
was
And then.. I went into business. All the multinationals
were looking for the perfect product …and so was I…
The rest of the story… I kept losing work, until I realized
through my science…that there is no perfect product out
there..just like.. no perfect human being .. but many perfects
3. There is NO one tongue
Two relevant stories & lessons from life …
1. Prego‟s pasta sauce heaven in the US
2. HSBC‟s World Cup credit card in China
4. What’s it all about Alfie?
In my pursuit for the perfect product - I was
getting rejected and dejected… but I wasn‟t
willing to give up… after years, I landed on the
realization that there is NO PERFECT
PRODUCT. Just as there is no perfect human
being. We are defined as much by our
imperfections as we are by our perfections…
In any case, I came to the conclusion that just as
different colors come from a variation of
combination of the 3 primary colors - there exist
primaries in all human thinking … and it’s a
matter of finding these different perfects
5. Now the science
Mind Genomics
Think about colors..red, blue, yellow
All colors are combinations of R, B, Y
This is the DNA of color vision
Now you know how color perception works
Now think other aspects of daily life
They all have certain primary components
But not in the same proportion across people
We all respond to the same stimuli, but we respond according to
our unique mental DNA
6. Empathy & Experiment ™
How do you find the primaries of the mind
Start by seeing and organizing stuff. That‟s the way our
brains work.
• Batool’s part ...Empathy
• Psychology, feeling
• Psychodynamics
• 5Keys method
• My part .. The science.. The experiment
• Gather ideas,
• Run structured tests,
• Discover what works
• Find basic groups .. The primaries of the mind
• Create new offerings targeted to a mind-set
7. Identify YOUR Mind Target
You want to make Generations X and Y happy…
• Are there different consumer primaries… mind-sets?
• What New Digital Media services do they want or
need? …what are these primaries?
• How much they are willing to pay?..what are primaries
worth
• Well, let’s find out!
8. Generations X and Y…
Who exactly are YOUR Customers?
Hint …could be everybody
Gender: 49% Female/51% Male
Age: 48% 18-29 years
Nationality: American
Family Status: 60% Single
Annual Income: 28% < $30K
59% >$30Kbut < $100K
12% > $100K
Education: 43% college
13% grad/professional
Ethnicity: Caucasian/Black/
Asian/Latino
Neighborhood: City/Suburban
10. What we learned?
You know this better than we do!!
Consumers have shifted from traditional
communication tools.
• It‟s about THEM…not about YOU (sorry)
• Consumers look to their device to reflect THEM
virtually
• Consumers‟ physical face-to-face
communications have decreased …marginalizing
non-users .. social skills have been lost….
• don’t believe..look around the room..who is on his or
her smartphone right now?
11. What does this mean to YOU?
• Consumers are increasing the amount of time they
spend re-making their images on social media
• Consumers are forging new relationships, re-
establishing old ones and discovering people with
common interests.
12. Here’s science to help you
Hint: The magic is in the stimuli
• Set up a conjoint online study
• Concept stimuli with 7 silos of features/services
• Each silo comprised 5 alternatives
• Survey invitations
• 300 respondents,18 years of age and older
• Web-based internet research survey
• Run October 15, 2012
• Consumers rated each vignette on two scales
• Interest in features/services subscription
• Amount willing to pay for subscription
13. Here’s the process in a nutshell
Follow this and you may well
discover the future.. ..promise
IDENTIFY YOUR TARGET MARKET
DEVELOP SURVEY STIMULI AND QUESTIONS
INTERNET invitation
Users of
Mind Genomics ®
SUY SURVEY New Digital
IdeaMap.net
Media Devices
and Services
ANALYZE SURVEY RESULTS→ Mind Genomics® & Mind-typing
MARKET SEGMENTATION MARKETING PHRASES SEGMENTATION WIZARD
Total Seg 1 Self Seg 2 Seg 3 Seg 4 Personal
Sample Driven Online Technology/ Collaborative Touch with
Banking High Security Online Seekers Technology
Seekers Seekers
Base Size: (267) (105) (50) (59) (53)
Constant: 31 34 28 31 26
Online Collaborative No more paper mail – we will send you copies of statements by secure e-mail
OC1 Connect online in 'real time' with a customer rep via instant
messaging, voice over IP or video conferencing via your
computer 0 2 2 5 -13
OC3 Faster loan application process…work in real time online with a
loan officer 0 0 -8 12 -8 Securely manage your account by PDA, Internet of automated telephone
OC4 Our bank's customer service reps will help you browse and use
our online banking services -1 0 -6 10 -10
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 -3 1 -11 6 -12
Our banks customer services reps will help browse & use our on-line services
Online Other
ON3 We will answer all your requests in 'real time' by email, instant or
text messaging 1 7 -11 3 -1 Manage all your banking needs with a state of the art kiosk and be confident
ON4 We offer 'On demand' status reports for services requests (e.g.,
that live help is available if you need it
loan application) delivered to you via e-mail, text or instant 1 6 -4 -3 0
ON2 messaging
No more paper mail... We will send you statements and images of
transactions securely by email -2 5 -17 -5 2
ON1 We allow you to pay bills securely using your mobile devices (cell
phone, PDA, Blackberry, etc.) -4 2 -13 -9 -2
In-Branch Recognition
BR3 We offer a bank-issued smart card so we can recognize you
entering the branch and process your needs faster 4 2 6 -3 13
BR4 Choose a secure eye or finger security scan to identify you
immediately in-branch and at ATM 4 3 10 -1 3
BR2 We have the most secure biometric system that identifies you as
you enter the branch so we can process your needs faster 2 -1 8 -5 6
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 -4 -3 -6 -11 2
15. Each respondent rated 64 concept screens
(unique combinations of elements),
first on overall interest…..
15
16. …then asked to put their own price on
a monthly subscription for the service
16
17. You know what‟s in the combination
You relate the presence/absence of the
elements to the ratings
Do not subscribe versus subscribe
Amount of would pay
The numbers tell YOU the minds
The people can‟t ..but YOU know.
18. Duh… no there there
Nothing pops …boo hoo
Total Sample
Base Size 300
Constant 7
Get Information: Before I go to cultural events, like movies, musical or
dance performances, or plays, I can experience 2 minutes of what I’m
about to see and the venue, then I can immediately order tickets 5
Design Inflow: Program produces "entertainment experiences for me"
…knows in general what I like.. automated programmer for an audience
of one – ME 5
Discover and Share Me: Off-copyright entertainment from the past
century in films, radio, books, offered to me, based upon my mind
profile (Mind Genome) 5
Power: Technology that enables me to reach more of my goals 5
Design Outflow: When I have to learn something, I take a small "test"
which tells me the best way I can learn the material … program then
assembles material in format best for ME to learn and retain 5
Design Inflow: A personalized "genius" … scours the internet for
material I like, then presents it to me in a meaningful way 5
19. • Four different mind-sets or primaries
• Data shows what they want, and don‟t want
• Create for them..and you create for YOUR future
20. Primaries: Constellations of
Different Consumer Mind-Sets:
What They Want and Don’t Want
Segment 1: Focus on Self-Experience
Segment 2: Knowledge: Learn New & Share Mine
Segment 3: Externalize & Involve Me
Segment 4: Socialize Me
21. Each one of you in this room is in
one of the four primary mind-sets
Which one are you?
Which one is your customer?
What will YOU create for that customer?
26. Now for the customer „ask‟
Hello there
Thank you for inquiring
I think I can create a whole new experience for
you..tailored for YOU…
Interested? Please answer just four questions!
27. Science to the rescue
Mind Typing Wizard™… navigate
to the mind standing in front of you
http://www.mjiweb.com/mjitt/Media/Media.htm
28.
29. Things to say
• Design Inflow: A personalized “genius”…scours the internet for material I like, then
presents it to me in a meaningful way
• Design Inflow: Program produces “entertainment experiences for me”…knows in
general what I like…automated programmer for an audience of one…ME
• Design Inflow: Program becomes a lifelike mentor, consults with me and steers my
development and growth as a person
• Design Inflow: A personalized analyzer lets me learn about my different selves
30. On the spot… we know what to say
or avoid saying for
Segment 1: Focus on Self-Experience
Things to Avoid
• Communicate Me: Automatically locate groups that share my interests…sort of an
e-Harmony® for my digital personalities
• Communicate Me: Project my avatar into virtual worlds and have it interact with
other avatars on its own…then report what it experienced and learned
• Communicate Me: Program takes my words, sounds and images…then edits them
in ways that project who I‟d be like for that moment (male vs. female, intimate vs.
professional)
• Communicate Me: Project me into virtual worlds…do things like share meals, play
sports, shop, work or just hang out
31. Things to Say
• Get Information: Before I go to cultural events, like movies, musical or dance
performances or plays, I can experience 2 minutes of what I‟m about to see
and then venue, then I can immediately order tickets
• Get Information: For any topic, easy to understand, short, convenient, personalized
e-learning modules…assembled just for me, personally
• Discover and Share Me: Make my interests and tastes available to any business so
that they can understand me and create appealing products, services or experiences
• Get Information: Program monitors the interests of friends and people I follow, then
reports back to me
32. Things to Say
• Discover and Share Me: Off- copyright entertainment from the past century in
films, radio, books, offered to me based upon my mind profile (Mind Genome)
• Discover and Share Me: Program that puts me in touch with people on the web
(social media) having similar mind profiles (similar Mind Genomes)
• Communicate Me: Project me into virtual worlds…do things like share meals,
play sports, shop, work or just hang out
• Discover and Share Me: Make my interests and tastes available to any business
so they can understand me and create appealing products, services or
experiences
33. Things to say
• Communicate Me: Project me into virtual worlds…do things like share meals,
play sports, shop, work or just hang out
• Communicate Me: Project my avatar into virtual worlds and have it interact with
other avatars on its own…then report what it experienced and learned
• Communicate Me: Program takes my words, sounds and images…then edits
them in ways that project who I‟d like to be for that moment (male vs. female,
intimate vs. professional)
• Reassure and Gratify: Automatic analyzer of my online interactions…tells me
how I come across…points out how I can improve and gives me practice
34. Your NEW CAPABILITY..
Your New CHALLENGE
• You can …Design services which appeal to mind-sets ..
You‟ll sell a lot more because you‟re on target
•You can… price the services at levels people value, and
are willing to pay
• You can create a family of deeply resonating messages
which drive interest across the different mind-set segments
• You can target messages to individuals and deliver them
at the right time and place
• Can you … see yourself doing this… would you
like to join us, and create the future together?
*
35. For further information on
Empathy & Experiment™
Contact Moskowitz Jacobs Inc.
e-mail (preferred) mjihrm@sprynet.com.
• call 914-421-7426 (Suzanne Gabrione)
•Visit our website www.mji-designlab.com
