02. howard moskowitz typing new media

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02. howard moskowitz typing new media

  1. 1. Mirror, Mirror on the Wall…New Digital Media for ALL Products & Services for Generations X & Y Howard R. Moskowitz, Nadya Livshits, Linda Ettinger Lieberman, Moskowitz Jacobs, Inc. Batool Batalvi, S B & B Marketing Research Stephen D. Rappaport, Advertising Research Foundation © Powered by www.RedOffice.com
  2. 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. 3. There is NO one tongueTwo relevant stories & lessons from life …1. Prego‟s pasta sauce heaven in the US2. HSBC‟s World Cup credit card in China
  4. 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. 5. Now the scienceMind GenomicsThink 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 worksNow think other aspects of daily lifeThey all have certain primary componentsBut not in the same proportion across peopleWe all respond to the same stimuli, but we respond according to our unique mental DNA
  6. 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. 7. Identify YOUR Mind TargetYou 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. 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
  9. 9. Well ..ain’t that the truth…Now, how do YOU make THEM happy?Let‟s travel into the future by traveling into theirminds…identifying mind types in the continents of the newworld….these mind types are your primaries © Jacob Hall, Moviefone, “Fantastic Voyage”
  10. 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. 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. 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. 13. Here’s the process in a nutshellFollow this and you may welldiscover 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 banks 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 customers mobile phone signal when entering a branch so we can recommend appropriate bank products, promotions and special services -4 -3 -6 -11 2
  14. 14. ORIENTATION SCREEN:the first screen respondents saw 14
  15. 15. Each respondent rated 64 concept screens(unique combinations of elements),first on overall interest….. 15
  16. 16. …then asked to put their own price ona monthly subscription for the service 16
  17. 17. You know what‟s in the combinationYou relate the presence/absence of theelements to the ratings Do not subscribe versus subscribe Amount of would payThe numbers tell YOU the minds The people can‟t ..but YOU know.
  18. 18. Duh… no there thereNothing pops …boo hoo Total SampleBase Size 300Constant 7Get Information: Before I go to cultural events, like movies, musical ordance performances, or plays, I can experience 2 minutes of what I’mabout to see and the venue, then I can immediately order tickets 5Design Inflow: Program produces "entertainment experiences for me"…knows in general what I like.. automated programmer for an audienceof one – ME 5Discover and Share Me: Off-copyright entertainment from the pastcentury in films, radio, books, offered to me, based upon my mindprofile (Mind Genome) 5Power: Technology that enables me to reach more of my goals 5Design Outflow: When I have to learn something, I take a small "test"which tells me the best way I can learn the material … program thenassembles material in format best for ME to learn and retain 5Design Inflow: A personalized "genius" … scours the internet formaterial I like, then presents it to me in a meaningful way 5
  19. 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. 20. Primaries: Constellations ofDifferent 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. 21. Each one of you in this room is inone of the four primary mind-sets Which one are you? Which one is your customer? What will YOU create for that customer?
  22. 22. Segment 1: Focus on self-experience
  23. 23. Segment 2: Knowledge-Learn New & Share My Own
  24. 24. Segment 3: The Externalize &Involve Me Viewpoint
  25. 25. Segment 4: The Socialize MeViewpoint
  26. 26. Now for the customer „ask‟Hello thereThank you for inquiringI think I can create a whole new experience for you..tailored for YOU…Interested? Please answer just four questions!
  27. 27. Science to the rescueMind Typing Wizard™… navigateto the mind standing in front of you http://www.mjiweb.com/mjitt/Media/Media.htm
  28. 28. 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
  29. 29. On the spot… we know what to sayor avoid saying forSegment 1: Focus on Self-ExperienceThings 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
  30. 30. 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
  31. 31. 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
  32. 32. 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
  33. 33. 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?*
  34. 34. 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
  35. 35. Thank you !

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