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Reliably Predicting the Future
Reliably Predicting the Future
Reliably Predicting the Future
Reliably Predicting the Future
Reliably Predicting the Future
Reliably Predicting the Future
Reliably Predicting the Future
Reliably Predicting the Future
Reliably Predicting the Future
Reliably Predicting the Future
Reliably Predicting the Future
Reliably Predicting the Future
Reliably Predicting the Future
Reliably Predicting the Future
Reliably Predicting the Future
Reliably Predicting the Future
Reliably Predicting the Future
Reliably Predicting the Future
Reliably Predicting the Future
Reliably Predicting the Future
Reliably Predicting the Future
Reliably Predicting the Future
Reliably Predicting the Future
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Reliably Predicting the Future

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IFT 2013 Chicago presentation

IFT 2013 Chicago presentation

Published in: Business, Economy & Finance
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  • 1. All Rights Reserved 1 Hybrid Approaches to Understanding Consumer Behavior A symposium created for all those whose job it is to create products that generate emotional responses in people
  • 2. All Rights Reserved 2 Actively Imagining the Future Linda Ettinger Lieberman, M.Ed. Dvora Chaiet, B.S. Howard R. Moskowitz, Ph.D. Moskowitz Jacobs Inc. White Plains, NY USA IFT Chicago, 2013
  • 3. Structuring the Leap into the Future Two ways • Choice – guess – create • Guess – watch trends and passively report – Sense, perceive, intuit, report – Have to be pretty perceptive and smart • Create – grab components and actively plan – Intellectual history – psychophysics • Experimental Psychology • Do The Experiment – At a more operational level • Array stimuli into potential products, communication • Get response • Create the future (sometimes) All Rights Reserved 3
  • 4. Creating a Development Structure (Machine) Doing it • Worldview – Identify components: Features of products, Actions of people – Mix and match – Get responses: Rating Scales – Deconstruct into Elements • Mixmaster of ideas – experimental design • Delivery system – Mind Genomics® IdeaMap®.net • Evaluator – the respondent/person • Analyzer – ordinary least-squares regression • Implementer – typing wizard facilitated by discriminant function analysis All Rights Reserved 4
  • 5. The process Simple, streamlined, speedy, scalable All Rights Reserved 5 Mind Genomics® Science DEVELOP SURVEY STIMULI AND QUESTIONS Product/ Service/ topic to be studied GENERATE SURVEY DATA & DETERMINE THE RESULTS INTERNET invitation Orients respondents Mind Genomics IdeaMap®.net SUY IDENTIFY THE TARGET MARKET No more paper mail – we will send you copies of statements by secure e-mail Securely manage your account by PDA, Internet of automated telephone Our banks customer services reps will help browse & use our on-line services Manage all your banking needs with a state of the art kiosk and be confident that live help is available if you need it No more paper mail – we will send you copies of statements by secure e-mail Securely manage your account by PDA, Internet of automated telephone Our banks customer services reps will help browse & use our on-line services Manage all your banking needs with a state of the art kiosk and be confident that live help is available if you need it MARKET SEGMENTATION SEGMENTATION WIZARDMARKETING PHRASES SURVEY
  • 6. CREATING STUFF All Rights Reserved 6
  • 7. Stuff … making PRODUCTS FOR today & tomorrow Developing a New Product Category • Silos from different product areas • Elements in silos - alternative options • Mix/shuffle - combining elements from different worlds • Mix/match to create new to the world product • Example: work with Oral-B™ on power brushing … combining elements from toothbrush and machine cleaning All Rights Reserved 7
  • 8. DRIVING BEHAVIOR All Rights Reserved 8
  • 9. The mind – understanding the mind at a profound, yet business level Imagine … • A shopper walking down the aisle • Turning the corner • Coming to YOUR category • All of a sudden …. digital signage says – What to buy – Convincing health reasons to buy – In the language … the words … the tonality optimized for the customer • Do you think you can create a healthier customer by optimizing the right message … for the right person… at the right time?
  • 10. Behavior – Driving charitable donations • Move away from products • Now strictly behavior • Mixing behavior suggestions works • Here we are purely external – donate • American Heart Association donations went up 42% All Rights Reserved 10
  • 11. Driving medical / dietary compliance • Move away from person focused outside • Now deal with health, i.e. compliance • Situation – congestive heart failure • What do you SAY to a person to increase their compliance after discharge from hospital? • Mix/shuffle ideas, segmentation compliance message • Result: Dramatic reduction in penalized readmission (<31 days) All Rights Reserved 11
  • 12. DRIVING PURCHASE All Rights Reserved 12
  • 13. What could we do if we knew… • WHAT WORKS: For any product …We knew what messages worked … for any market, for any time, any place • BASIC GROUPS (PRIMARIES … REDS, BLUES, YELLOWS) We know that there are basically different groups … Who like different things … for any specific product • HOW TO IDENTIFY… For any person we encounter, anywhere … we know the group or primary to which that person belongs … for any specific product • Isn’t this what we’ve just done for ... PRODUCT ... for BEHAVIOR?
  • 14. All Rights Reserved 14 So many products, so many choices, so what? Identifying …for any specific product or service … the particular segment to which a customer belongs: in 10-15 seconds by asking a few simple questions. That as a person shops, that person can receive information about healthful products … either at time when shopping begins … Or when the person is near the product … GUESS WHAT? IT’S HERE! Imagine…
  • 15. All Rights Reserved 15 That information presented in a way that is tailored to the ‘heart and mind’ of that individual … STAY TUNED With the result that the person eats healthfully, and… at the same time sales are up ... say by 10% or more
  • 16. Just to review the process It’s still the same DEVELOP SURVEY STIMULI AND QUESTIONS Prospective C customers ANALYZE SURVEY RESULTS→ Mind Genomics® & Mind-typing INTERNET invitation Mind Genomics ® IdeaMap®.net SURVEY IDENTIFY YOUR TARGET MARKET Total Sample Seg 1 Self Driven Online Banking Seekers Seg 2 Technology/ High Security Seekers Seg 3 Collaborative Online Seekers Seg 4 Personal Touch with Technology Base Size: (267) (105) (50) (59) (53) Constant: 31 34 28 31 26 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 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 ON3 We will answer all your requests in 'real time' by email, instant or text messaging 1 7 -11 3 -1 ON4 We offer 'On demand' status reports for services requests (e.g., loan application) delivered to you via e-mail, text or instant messaging 1 6 -4 -3 0 ON2 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 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 Online Collaborative Online Other In-Branch Recognition No more paper mail – we will send you copies of statements by secure e-mail Securely manage your account by PDA, Internet of automated telephone Our banks customer services reps will help browse & use our on-line services Manage all your banking needs with a state of the art kiosk and be confident that live help is available if you need it No more paper mail – we will send you copies of statements by secure e-mail Securely manage your account by PDA, Internet of automated telephone Our banks customer services reps will help browse & use our on-line services Manage all your banking needs with a state of the art kiosk and be confident that live help is available if you need it MARKET SEGMENTATION SEGMENTATION WIZARDMARKETING PHRASES
  • 17. The typing tool – ask 3 - 4 specific questions (elements from study), on a 3-point scale … and assign respondent to a segment 17 17 HOW LIKELY ARE YOU TO BUY THIS (Product Name Here)? 2 3 1 2 Calms you down … just what you need when you're feeling stressed As part of a low fat, low cholesterol diet, chocolate reduces risk of some forms of cancer The delicious classic – pure milk chocolate With the same antioxidant action as a cup of green tea
  • 18. 18 18 ‘Industrial-strength’ Mind-Typing Tool for Any Product, Service, Location, Problem – 6 screens Each person in a database fills out this form, with 50 screens at start of year, or when joining loyalty program. You store segment membership and text or email sales, or present messages on digital signage. Product = Text element #1 Text element #2 Text element #3 Rate each phrase for on the 1-9 scale 1=not at all interested …9=extremely interested Product = Text element #1 Text element #2 Text element #3 Rate each phrase for on the 1-9 scale 1=not at all interested …9=extremely interested Product = Text element #1 Text element #2 Text element #3 Rate each phrase for on the 1-9 scale 1=not at all interested …9=extremely interested Product = Text element #1 Text element #2 Text element #3 Rate each phrase for on the 1-9 scale 1=not at all interested …9=extremely interested Product = Text element #1 Text element #2 Text element #3 Rate each phrase for on the 1-9 scale 1=not at all interested …9=extremely interested Product = Text element #1 Text element #2 Text element #3 Rate each phrase for on the 1-9 scale 1=not at all interested …9=extremely interested Chocolate Vegetables Fast food Experience Dairy Bev MeatRed wine
  • 19. CREATING ON A BIGGER SCALE All Rights Reserved 19
  • 20. All Rights Reserved 20 2003 WHO Global Health report: • Obesity and diabetes rates have risen three-fold or more since 1980 •in some areas of North America, the United Kingdom, Eastern Europe, the Middle East, the Pacific Islands, Australasia and China. • Due to increased consumption of energy-dense, nutrient-poor foods with high levels of sugar and saturated fats typical of dietary habits in developed/developing countries. • Reduced physical activity A GROWING GLOBAL PROBLEM APPLYING MIND® GENOMICS® TO WORLD HEALTH PROBLEMS
  • 21. All Rights Reserved 21 • WE SAW A SOLUTION. Late 1990’s- early 2000’s, we did Crave IT!, Drink IT!, Buy IT! and Healthy YOU! mega studies on products/consumer experience across 30 different venues. • FINDINGS: • Respondents wanted their needs (skin care to food) located together) in one place. • Price Segment Shoppers somewhat interested in traditional products grouped with Diabetic needs. • Lots of choices, options appeals most to Easy Shopping segment. • Lots of other products with diabetic products appeals to Product Focused and Services and Convenience segments. •WE RE-AFFIRMED THE SOLUTION. 2003, we designed/conducted an experiment of shopping experiences modeled on Cardinal Health, Inc.’s “Diabetes Place” (Minkus- McKenna, Ashman & Moskowitz, 2004). • FINDINGS: Reinforced earlier research results. • Recommended creation of single destination shopping experiences, especially for health and disease-related categories. •RETAILERS TOOK ACTION. Last decade, many retailers such as CVS, Walgreens, Target and Walmart have set up these dedicated destination products/services centers. APPLYING MIND® GENOMICS® TO DIABETES
  • 22. All Rights Reserved 22 HOW TO COMBAT THE CHINESE DIABETES EPIDEMIC USING MIND GENOMICS®
  • 23. All Rights Reserved 23 THANK YOU! FOR FURTHER INFORMATION: Howard R. Moskowitz, Ph.D. Moskowitz Jacobs Inc. 1025 Westchester Ave., Su. 400 White Plains, New York 10604 USA Phone: 914-421-7408 E-mail: mjihrm@sprynet.com Visit: www.mji-designlab.com

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