The Seidewitz Group                           Capabilities                         Updated February 9, 2012www.seidewitzgr...
The Seidewitz Group•  Research-based marketing strategy   consulting firm    –  Founded in 2001    –  Based in New York, L...
The Seidewitz GroupOur Clients    •  Consumer Products:                              •  B2B          –  Intel             ...
The Seidewitz Group         Scott Seidewitz, Principal         •  Former P&G brand manager               –  Redefined P&G’...
Contextual Researchwww.seidewitzgroup.com                           Confidential                                          ...
Why do people say one thing               but do something else?  www.seidewitzgroup.com                           ?      ...
A pervasive and under-recognized problem in marketing:     •  Quantitative purchase drivers           –  Stated ≠ Derived ...
The same problem confounds many other fields:     •  Psychology           –  What people say makes them happy ≠ What does ...
The problem is…Confabulation     •  People fill in gaps in memory with fabrications that they believe        to be true.  ...
The key to understanding confabulation: the emergingscience of implicit memory     •  Implicit memories are memories we do...
Contextual Research Tools for uncovering implicit andemotional drivers of behavior.     •  Context StorytellingSM     •  V...
Contextual ResearchContext Storytelling    •  Broad storytelling technique used for context restoration    •  Adapted from...
Contextual ResearchVisual Laddering    •  Multiple research stimuli used to activate multiple brain systems    •  Effectiv...
Contextual Research   Ethnographic Laddering        •  Combines environmental immersion           with emotional laddering...
Contextual ResearchContext Laddering & B2B Context Laddering     •  Context Storytelling        combined with emotional   ...
Contextual ModelingNeedsMapTM examplewww.seidewitzgroup.com                         Confidential                          ...
Contextual StrategyProprietary tools convert understanding into actionsthat deliver resultswww.seidewitzgroup.com         ...
ResultsReferences and extensive case histories are available uponrequest, and at:www.seidewitzgroup.com/insights-news/case...
Thank you!                           Contact Information:                           The Seidewitz Group                   ...
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The Seidewitz Group - Applied Neuromarketing

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The Seidewitz Group - Applied Neuromarketing

  1. 1. The Seidewitz Group Capabilities Updated February 9, 2012www.seidewitzgroup.com Confidential Understanding Minds SM
  2. 2. The Seidewitz Group•  Research-based marketing strategy consulting firm –  Founded in 2001 –  Based in New York, Las Vegas & Cincinnati –  Network of high-level consultants with marketing experience at P&G, Coke, Zyman Marketing, GE, Intuit, Coors•  Specialty –  Using the science of human memory and motivation to develop deeper connections with consumers•  Services –  Full service qualitative and quantitative market research planning & execution –  Brand positioning strategy development –  MetAnalysis™ –  Product innovation/idea generation –  Concept development & testing –  Volumetric forecasting www.seidewitzgroup.com Confidential Understanding Minds SM 2
  3. 3. The Seidewitz GroupOur Clients •  Consumer Products: •  B2B –  Intel –  Intuit –  ConAgra –  SYSCO –  Panasonic •  Pharma & Med Device –  Blockbuster Video –  Align Technology –  Procter & Gamble –  Pfizer –  Ashland Oil (Valvoline) –  Merck –  Legal Zoom –  Boston Scientific •  Venture-Funded Start-ups –  Sanofi-Aventis –  Microbide Ltd. (Ireland) –  Teva Neuroscience –  One True Media/Spotmixer –  Forest Laboratories –  Dash Navigation –  HemoCue (Sweden) –  Miramar Labs –  GE Healthcarewww.seidewitzgroup.com Confidential Understanding Minds SM 3
  4. 4. The Seidewitz Group Scott Seidewitz, Principal •  Former P&G brand manager –  Redefined P&G’s marketing of OTC health care products to medical professionals. •  MBA from MIT Sloan School of Management •  Strong background in the science of human memory and motivation –  Developed contextual research tools to apply the science of human memory and motivation to understanding consumer decision-making. •  10+ years of consulting and research experience –  Broad experience in positioning, messaging, qualitative and quantitative concept development and testing, volumetric forecasting, brand architecture, target audience definition and segmentation •  Winner of a National Citation of Excellence from the American Advertising Federationwww.seidewitzgroup.com Confidential Understanding Minds SM 4
  5. 5. Contextual Researchwww.seidewitzgroup.com Confidential Understanding Minds SM
  6. 6. Why do people say one thing but do something else? www.seidewitzgroup.com ? Confidential 6 Understanding Minds SM
  7. 7. A pervasive and under-recognized problem in marketing: •  Quantitative purchase drivers –  Stated ≠ Derived •  Copy testing –  Qualitative reactions ≠ Quantitative testing –  Qualitative reactions ≠ In-market results •  Product development –  What they say they want ≠ What they really want •  Consumer and B2B marketingwww.seidewitzgroup.com Confidential Understanding Minds SM 7
  8. 8. The same problem confounds many other fields: •  Psychology –  What people say makes them happy ≠ What does make them happy •  Law –  What witnesses say they saw ≠ What really happened •  Economics –  Why people say they make decisions ≠ Why they make decisionswww.seidewitzgroup.com Confidential Understanding Minds SM 8
  9. 9. The problem is…Confabulation •  People fill in gaps in memory with fabrications that they believe to be true. •  Well established in psychology and neurology literature.www.seidewitzgroup.com Confidential Understanding Minds SM 9
  10. 10. The key to understanding confabulation: the emergingscience of implicit memory •  Implicit memories are memories we do not have conscious access to and are not aware of their influence on our behavior. •  Virtually all brain systems learn and store implicit memories. •  Emotional brain systems, in particular, are centers for implicit memories. •  Implicit memories are more accurate than explicit ones. •  Implicit memories have a profound influence on human behavior, motivation and decision-making. –  Demasio and Ledouxwww.seidewitzgroup.com Confidential Understanding Minds SM 10
  11. 11. Contextual Research Tools for uncovering implicit andemotional drivers of behavior. •  Context StorytellingSM •  Visual LadderingSM •  Ethnographic LadderingSM •  Context LadderingSMwww.seidewitzgroup.com Confidential Understanding Minds SM 11
  12. 12. Contextual ResearchContext Storytelling •  Broad storytelling technique used for context restoration •  Adapted from the Cognitive Interview ? used in eyewitness testimony •  Effective for: –  Improving completeness and accuracy of memory recall –  Identifying implicit functional needs that drive purchase and prescribing behaviorswww.seidewitzgroup.com Confidential Understanding Minds SM 12
  13. 13. Contextual ResearchVisual Laddering •  Multiple research stimuli used to activate multiple brain systems •  Effective for: –  Identifying complete consumer needs set (explicit, implicit, and emotional) for a given category or contextwww.seidewitzgroup.com Confidential Understanding Minds SM 13
  14. 14. Contextual Research Ethnographic Laddering •  Combines environmental immersion with emotional laddering •  Effective for: –  Identifying implicit functional needs and emotional connections –  Identifying emotional connections to product attributes and useswww.seidewitzgroup.com Confidential Understanding Minds SM 14
  15. 15. Contextual ResearchContext Laddering & B2B Context Laddering •  Context Storytelling combined with emotional laddering •  Effective for: –  Identifying functional and emotional needs that drive purchase and prescribing decisionswww.seidewitzgroup.com Confidential Understanding Minds SM 15
  16. 16. Contextual ModelingNeedsMapTM examplewww.seidewitzgroup.com Confidential Understanding Minds SM 16
  17. 17. Contextual StrategyProprietary tools convert understanding into actionsthat deliver resultswww.seidewitzgroup.com Confidential Understanding Minds SM 17
  18. 18. ResultsReferences and extensive case histories are available uponrequest, and at:www.seidewitzgroup.com/insights-news/case-studies/www.seidewitzgroup.com Confidential Understanding Minds SM 18
  19. 19. Thank you! Contact Information: The Seidewitz Group 333 Greenwich Street New York, NY 10013 212-477-7722 info@seidewitzgroup.comwww.seidewitzgroup.com Confidential Understanding Minds SM 19

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