2. All marketing strategies have a common need to:
• Understand target customers needs, motivations, and behavior
• Determine most effective way to communicate value proposition
• Increase the volume of sales over shorter time periods
• Create overall cost efficiency to deliver improved ROI
3. “Marketers achieve this by
developing strategies that
influence people’s decisions
through the purchase funnel.”
5. Decision Making Process
“A person’s thinking style is the basis for all social
learning, communication, and relationship building,
which can positively affect every decision we make.”
Neurographic
Thinking 1) IDENTIFY
Style 2) SEGMENT
PROBABILITY 3) LAYER
Archetyping
6. “Decisions required will be dependent “Decision making time lag will be
on one’s relationship with the subject.” determined by one’s thinking style.”
Introduction | Communication | Perception | Learning | Understanding | Motivation | Behavior | Satisfaction | Result | Express | Share | Favor
7. “Neurographics empowers you to create more “…and improves ROI in less time while
efficient communication strategies...” decreasing conversion time lag.”
Introduction | Communication | Perception | Learning | Understanding | Motivation | Behavior | Satisfaction | Result | Express | Share | Favor
8. MindTime Framework of
Human Thinking
The abstract world of our thoughts is where our egos reside –
where we imagine ourselves and our circumstances as we were,
as we are, and as we wish to be. This is the world of time. And
time gives dimensionality to thought. Time gives rise to the
three most fundamental thoughts humans can conceive of:
Possibility, Certainty, and Probability
As a species we have evolved our ability to imagine future
possibilities and outcomes (force of Possibility), draw from past
experiences and learn from them (force of Certainty), and to
develop strategies for managing things in the present (force of
Probability). These are the three most fundamental thoughts us
humans can conceive of.
Although human cognition includes all three forces of thinking,
individuals differ in the degree to which they utilize each. It is
these differences in how each person utilizes each force of
thinking that makes up an individual’s thinking style. SmartSlices
measures these differences and groups individuals into
neurographic archetypes.
To learn more about the science behind MindTime, visit www.mindtime.com.
9. Neurographics [neu-ro-graph-ics] plural: the statistical characteristics of human
cognition used to classify people based on similar thinking style attributes.
PAST PAST-PRESENT PRESENT-PAST PRESENT PRESENT-FUTURE
10 – Archetype Framework Model
FUTURE-PRESENT FUTURE FUTURE-PRESENT PAST-FUTURE INTEGRATED
10. Neurographic Archetyping
Primary Archetype 1: PAST Primary Archetype 2: PRESENT
Primary Archetype 3: FUTURE
Archetypes are determined
based on the weighted
influence of the primary
drivers of human cognition,
providing the framework
for big data layering.
11. SmartSlices Intelligent Audience Segmentation
By understanding the cognitive drivers of human interaction, deeper insight into how to best serve an individual’s needs
immediately become exposed. SmartSlices™ determines your audience’s thinking style composition and distribution, providing a
form of segmentation on which you can build a framework of understanding that can be correlated and layered with a multitude
of other datasets for building highly robust personas.
1) We integrate the MindTime 2) Responses are processed through 3) Results are passed back into your
self-described statements into an our SmartSlices system and analytics system through a custom API to
existing survey mechanism scientifically validated coordinates allow for data analysis and correlation.
through a custom iFrame. identify your audience’s thinking style.
Thinking Style
Coordinate:
522/415/377
Neurographics have a far greater influence over people’s opinions and sentiments, than most other demographics and
psychographics. Recent studies also identified that certain archetypes are more inclined to participate in research panels, skewing
results significantly. By omitting neurographics from their collected metrics, researchers leave themselves without a universal
framework of human understanding with which to deliver predictive, conclusive, actionable results from their analysis.
12. Marketing & Advertising Use Cases
1) Assure product development and marketing teams
Organizational Development
are structured optimally to maximize productivity.
2) Determine the products and services that most
Product Ideation
interest customers, key prospects, and target audience.
3) Understand how your prospects and customers need
Persona Development
to be communicated to at each brand touch point.
4) Create Web sites that provide people the information
Web Development
they need, when they need it.
5) Develop creative and messaging that addresses specific needs
Creative & Messaging and motivations based on how someone makes a decision.
6) Target messages towards high-value consumer segments at
Media Mix & Weighting the optimal frequency levels required to maximize impact.
7) Layer and correlate neurographic data with demographic, attitudinal, and
Measurement behavioral data for more efficient marketing analytics for optimization.
8) Deliver more personalized customer service based on how customers
Customer Service
need to be communicated to and with what specific information.
9) Create loyalty programs that drive participation, as well as manage brand
CRM behaviors and attrition through a segmented contact strategy.
10) Leverage brand advocates and communicate with potential
Social prospects in a way that both are most comfortable with.
13. Organizational Development
Challenge
Different thinking styles are more conducive to certain
types of job functions and responsibilities than others.
Without understanding the group’s various thinking styles,
it prohibits you from knowing whether or not each person
is being utilized to his or her optimal potential and
assuring that the team is properly structured.
Application of Use
By assessing each individual’s cognitive strengths and
resistances, in conjunction with experience, area of
expertise, and personal needs, you can begin to address
the other variables that cause inefficiency and impact
growth in order to provide a complete evaluation of the
organization. This will assure you unlock everyone’s true
potential while creating a team dynamic that minimizes
areas of weakness.
Implication
When a person is appropriately matched with a position
that exploits one’s cognitive strengths, there is an
immediate increase in productivity, morale, and retention.
This leads to greater human utility, which in turn, reduces
operating costs and improves profit margins.
14. Product Ideation
PROBABILITY
Challenge
PRESENT THINKING
Marketers spend a lot of money on extensive research to
determine the brand attributes that will be used to
differentiate value proposition and drive the go-to-market Automotive Example
communication strategies. Determining what types of
products and attributes will resonate with different
consumer segments prior to going to market is a tall task.
Application of Use
By performing a neurographic segmentation analysis of
current customers and high value prospects of
comparable products you can identify the composition
and distribution of thinking styles to determine which
attributes will be at the core and area of focus for
potential customers.
Implication
Brand attributes will resonate differently with each
thinking style and should be mapped accordingly. This
understanding of your target prospects will determine
what types of features and specifications will be essential
for insuring acceptance in the market and provide insight
for building the brand personality. CERTAINTY POSSIBILITY
PAST THINKING FUTURE THINKING
15. Persona Development
Challenge
The marketing world has contrived a complex set of
graphics (i.e. demographics, psychographics) with which
to understand its audience. All of these are being used to
develop personas; fictitious representations of people and
their buying habits. Hundreds of data points are data
mined and aggregated in an attempt to serve the
audience or even individuals with just the right message
to get them to take action. However, one hundred data
points a person do not make.
Application of Use
By evaluating your audience’s key motivations, learning,
and communication style, you can build strategies that
resonate with how your audience thinks, what they
believe, and how they make decisions, while providing the
necessary human context to all of your other behavioral
and attitudinal data sets.
Implication
By understanding the cognitive drivers of human
interaction, deeper insight into how to best serve an
individual’s needs immediately become exposed.
16. Web Development
Challenge
What we think are great sites and strong product
attributes may not necessarily address the key
motivations of their audience. People visit and interact
with web sites for a variety of reasons and navigate
content in different ways based on thinking style.
Application of Use
Because each thinking style requires different types of Future Thinking Attributes Past Thinking Attributes
information and in different formats, dynamic web
content that is delivered based on a person’s thinking style
is most powerful. A design and layout that targets the
largest thinking style composition, combined with content
that is required by the outlying thinking styles, will still
create greater efficiencies.
Implication
As web sites and their content is being planned and
developed it will be essential to understand what thinking
style you are catering to in order to maximize the user
experience and provide potential customers with the
necessary information required to swiftly move them
from consideration to purchase.
Present Thinking Attributes
17. Creative & Messaging
PROBABILITY
Challenge
PRESENT THINKING
The greatest amount of waste can occur from not having
an effective creative strategy, since a substantial amount
of the marketing budget is allocated to creative
development and the media deployment of creative and
messaging. Brand cohesion across all marketing
communications is required to build awareness,
familiarity, and perception.
Application of Use
It is necessary to use images and messaging that resonate
with the thinking style you are speaking to. Different
verbs, nouns, and adjectives used within creative copy for
all communications (i.e. web site, advertising, social
media, CRM, etc.) are imperative in order to impact
consumer perception in a positive way.
Implication
Creative imagery and messaging that speaks to the needs
and motivations of each thinking style is required to move
prospects through the purchase funnel. Creative should be
designed and targeted based on thinking styles to
maximize impact, minimize waste, and provide scale. CERTAINTY POSSIBILITY
PAST THINKING FUTURE THINKING
18. Media Mix & Weighting
Challenge
The highly fragmented digital world is making it difficult to
reach and engage with specific consumer segments based
on traditional advertising models. The guiding principals
marketers historically used for direct response and
branding initiatives have become highly inefficient. This is
requiring companies to adopt new philosophies and best
practices.
Application of Use PROBABILITY
Depending on the content categories you advertise within PRESENT THINKING
and which target audience you are reaching, the media
providers you select as part of a media campaign will also
need to be reviewed and planned against the thinking
style composition of your audience. This will also
determine which media tactics will be required to
effectively engage your target’s thinking style.
Implication
Media consumption habits are driven by a person’s
thinking style. Where you advertise and the types of
creative formats and tactics used should be optimized
based on the thinking style you are marketing to.
Technology has now advanced to a point where look-a-like
models can be designed to scale neurographic targeting.
CERTAINTY POSSIBILITY
PAST THINKING FUTURE THINKING
19. Measurement
Challenge
Businesses spend over $14 billion a year deploying over
3.6 million market research surveys. Unfortunately, most
results are flawed and yield biased results! According to
new research, the driving forces that are behind how and
why people think and behave the way they do have a far
greater influence over people’s opinions and sentiments,
than most other demographics and psychographics.
Application of Use
You must understand “HOW” and “WHY” consumers
behave to move prospects from awareness, to
consideration, to action – which is based on thinking style.
MindTime questions are integrated into existing research
survey deployment mechanism to identify each
respondent’s neurographic archetype and correlated with
all other data sets for richer insights and more accurate
results.
Implication
By omitting thinking style from their collected metrics,
researchers leave themselves without a universal
framework of human understanding with which to deliver
predictive, conclusive, and actionable results.
20. Customer Service
Challenge
People will solicit customer service support in a way that
is most conducive to his or her thinking style. Some may
prefer email, while other will want to speak with someone
directly. All too often, there are personality conflicts
between the communication needs of the customer and
the demeanor and communication style of the customer
service representative. These differences in
communication styles can be a source of great friction.
“In order to understand someone,
Application of Use
Imagine if you could understand how people think, how
you must see the world as they do.”
they see themselves, the world, and others, and how they
really prefer to be addressed. Now, imagine the
advantages this would give you. You would have insight
into how best to relate to and approach people, and
beyond that, how to fruitfully maintain your ongoing
relationship with them.
Implication
You would be able to analyze people’s actions and
attitudes and correlate them with the way they actually
think. And because individuals’ thinking styles correspond
to different ways of doing things, you could reasonably
and accurately predict how they will respond to different
information and types of communication.
21. CRM
Challenge
It is much more expensive to acquire new customers than
it is to retain existing ones. Building customer loyalty and
retention is a primary objective for most businesses. As a
result, there is a constant need to understand how best to
engage current customers and high value prospects in a
way that is sensitive to their needs and desired frequency
of brand communications.
Application of Use
We all have natural resistances which manifest in our
decision making process, our communication style, and in
our behavior. Once these resistances have been identified
by another, one can begin to engage with that individual
in a way that overcomes their cognitive dissonance. This
can influence people’s behavior in a way that is
predictable, fractal, and scalable.
Implication
A person’s thinking style is the basis for all learning,
communication, and relationship building. Marketers can
use this information to reach people at a more personal
level while spending less money by managing fewer
campaigns and strategies.
22. Social
Challenge
The rise of the Internet and the global masses that now
have direct access, allow us all to share and learn from
one another in an unprecedented way. Marketers inability
to have control over how people share their perceptions,
beliefs, and opinions about products leaves marketers
frustrated and incapable of determining the most efficient
and cost effective use of social media.
Application of Use
Because the world of thinking is fractal, similar to
individual thinking styles, the same dynamic is true in
social networks, at a community level, as well as on a
regional, national, or cultural level.
Birds of a feather, flock together.
Implication
People tend to congregate and engage with those who
have the same thinking style, as it is most comfortable for
them. Because thinking style is the force that drives our
behavior, it is only natural that those with similar beliefs,
interests, professions, areas of expertise, etc. will share a
similar thinking style. Therefore, it is essential that you
communicate to these societies in a way that is
comforting and acceptable.
23. Correlation = Causation
DECISION: INFLUENCE
1) Mindsets = Individual Thought
ENGINEERING
CULTURAL
2) Behaviors = Individual Action
FUSION
SOCIAL
3) Paradigms = Collective Thought
4) Cultures = Collective Action
HABIT: CONDITIONING
Cultural Engineering + Social Fusion = Societal Conditioning
24. Human Solutions for the Digital Age
“The better understanding we have,
the more empathetic we become.”
