An Example of How We Employ Technology to Go Deeper

How do we tap into the emotions that lure consumers to a product? What are the emotions that fuel brand preference? What emotions create interest in an ad, a product or experience? What feelings deliver "stickiness" for your brands? Can we even find this out? Yes we can...

mindsight direct: a new proprietary tool

MindSight is a unique technology built to uncover the emotions that matter: motivational emotions. Motivations fuel the choices we make, the actions we take, and just about everything else we do. By accessing the emotional brain, we avoid the "can't say/won't say" phenomena.  Through the use of this tool, results are mapped to the MindSight Motivational Matrix which in some ways is like a periodic table of motivations – integrating the work of over 100 psychologists including Maslow, Erickson, and McClelland. By targeting aspirations and frustrations, MindSight provides critical insights for marketing to emotional end benefits: 

Does my brand stand out amongst the others and does it encourage loyalty?

What messaging should I use to evoke a unique emotional reaction for consumers?

what really happens

A professional baseball player has an average of .4 seconds to react to a pitch. Mindsight also uses speed to access the emotional brain. By requiring responses within 800 milliseconds, MindSight avoids rational processing. Just like the "finish the sentence" tests that we've used in previous research, participants engage in the same exercise but instead of words, they have to complete the sentence by selecting a series of images within the quick exposure time. That's what we call getting a reaction. The images used aren't just a random assortment —they have been carefully curated and validated on the Motivational Matrix, so that we know exactly what they mean. But it doesn't stop there. We go one layer deeper. This output is then brought to life with a word exercise to truly expose the nuances of your particular situation. Responses are normed against the MindSight normative database and mapped onto the MindSight Motivational Matrix, revaaling the motivations driving consumer behavior.

the pay-off

• It's fast!

• Customizable to fit the audience, demographics and questions

• Flexible to be run as a stand-alone study or part of a qualitative project

• Validated, applied neuro-science approach and metrics

• Norm-based results using the MindSight normative database

• Dynamic analysis of the results with full description of motives, images and word association results