We present a newly emerging approach to the consumer ‘mind,’ a science we call Mind Genomics. Our goal is to understand how people think about the aspects of everyday life. For products, experiences, beliefs, we want to learn what ideas and messages ‘turn people on vs turn them off.’ When building this science we come across the discovery that for every particular aspect of life, no matter how small, e.g., a specific food product or eating situation, we can find general rules applying to the entire population, as well as identify different, and business-relevant mind-set segments, groups of people who respond to different ideas and messages. Such knowledge opens up the opportunity for more targeted product design, better communication, and innovation, not necessarily to everyone in a population, but rather to specific groups whose mind-sets are uncovered for a product, eating situation, or health/wellness concern.

1. DR. HOWARD MOSKOWITZ
Chairman, Mind Genomics Associates, Inc.
Chief Sciences, Mind Genomics Advisors, LLC
Dr. Moskowitz is a distinguished author, speaker and well-known
experimental psychologist in the field of psychophysics and creator of
world-class market research technology. He has a Ph.D in Experimental
Psychology from Harvard and founded Mind Genomics Associates in 2014.
Peering Inside the
Food Mind

2. Let’s use Brain Power
Mind Genomics – the experimental science
of the everyday
Some (Short) case histories
1. Health: Reducing hospital
readmissions
2. Culture Change: Golden Rice,
Pakistan
3. Frankenfoods
A call to action: Applying Mind Genomics,
typing and messages to drive sales & health
Peering Inside the Food Mind: Using Mind
Genomics to Drive Sales & Improve Health
Part 1:
Part 2:
Part 3:
Part 4:

3. PART 1
LET’S USE BRAINPOWER
“SANNIN YOREBA ANJU NO CHIE”

4. A point of view
The food industry is often blamed for making
foods addictive, for obesity, and for a host of ills
which beset people
A very typical reaction is to do more of what is
comfortable
Search for the magic something
Hire PR firms to deny
Sometimes it works, sometimes it doesn’t

5. There is no magic button
High potency sweeteners
don’t make us thin and
beautiful
Salt substitutes don’t make
the product taste as good
Fat substitutes don’t satisfy
It’s an uphill battle
People have to eat ..
THAT’S THE PROBLEM

6. Let’s see what happens
Abandoning the edifice complex for a while
Instead of the right ingredient..
the right message
It’s a bit different from our science of
labs and stuff
It’s softer, more iffy, touchy feely
But let’s try it anyway

7. A different view using messaging
What if we knew the right things
to communicate?
Could we change a person’s
behavior
H’mm
It doesn’t sound ‘sciency,’ does it
The right message to the right
person
But …maybe
it just
might work

8. How can Mind Genomics Help?
1. We are physically constrained – time and technology
2. We are governmentally constrained – we don’t exert power
and this isn’t a dictatorship
3. So what can we do?. . . We can influence people
4. Not physically by force– but can be done by messages
5. So given the future, and the constraints, we have to adopt a
pull model (seduction), rather than a push model (outright…)
“A man convinced against his will ...
is of the same opinion still”

9. How can Mind Genomics Help?
1. Messaging is not new. . . It’s been used since the beginning of
recorded history
2. We have advertising . . . often a push
3. We know that people do not like being pushed
4. But they die willingly for a piece of ribbon (military)
5. So it’s finding out their hot buttons

10. PART 2
MIND GENOMICS – THE EXPERIMENTAL
SCIENCE OF THE EVERYDAY

11. Why Mind Genomics Might Help
1. Star fish model or changing the tidal flow . . . can Mind
Genomics be used for this??
2. Mind Genomics is a way of looking at the world from the
bottom up – empirical, pointillist
3. Every topic area is its own universe
4. The simple question is what messages in a topic area
convince people
5. Use the right messages, increase desired behavior
6. Avoid wrong messages, further increase desired behavior
7. Know mind-sets, can better craft & target
8. So now we have a tool . . . This tool is Mind Genomics

12. How Mind Genomics Works
1. Matrix of messages (silos or categories, alternatives) e.g.6 x 6
2. Combinations created (48 per person), each person with a unique
set of combinations … cover a wide range of messages
3. Each person rates each of the 48 combinations (3-4 elements per
combination), on a rating scale (e.g., ability to live with the
program, likelihood to eat)
4. Can’t game it
5. Find out through statistics, winners, losers for total panel
6. Find new segments .. groups really affected
7. Assign people to segments – viewpoint identifier (personal, digital)
8. Send right message to the right person

13. The Learning is in the Stimuli
Consumers can’t tell you what they want, but they
know it when they read about it in a test concept
Test the broadest range of variables possible
• Find patterns in the data to help you better
understand your customers
Systemized approach maximizes learning
Lets Marketing / Sales / Agency use the most effective
messages to create motivating communications

14. The process as a diagram

15. PART 3
SOME (SHORT) CASE HISTORIES

16. Case 1:
Reducing hospital readmissions
Work with St. Mary’s Hospital (near Rome NY)
Mind Genomics study for compliance among
patients with CHF (congestive heart failure)
Did the Mind Genomics study
• Messaging about better living
• 3 Mind Set Segments
• Created Personalized Viewpoint Identifier (4
questions) to assign a person to a segment
Patient ‘typed’ and told to read the messages every
day after discharge

17. Orienting the respondents

18. Data reveal three distinct Mind Sets or Mind Cohort groups
Green=drives compliance, Red=prevent compliance
Out of 36 elements, more than half show that compliance (green) may occur
for some segments, not others
19
Sorted by Total Sample: Highlighted >+3 & <-3
Total
Sample
Segment
1 of 3
Segment
2 of 3
Segment
3 of 3
Base 244 75 66 103
Constant 77 72 81 77
You believe that your medication is helping your condition 6 12 5 3
You can feel or see the benefits of taking your medication as prescribed 5 6 7 3
You understand the benefits of taking your medication 5 10 -3 6
You believe that not taking your medication can be harmful in the long run 5 10 3 2
You trust your choice of physician, pharmacist and healthcare provider 5 8 0 5
You believe that taking your medication helps you to live longer 5 9 5 1
You trust your physician to make the correct diagnosis 4 6 1 5
You trust your physician to prescribe the correct medication 4 4 3 6
You trust the advice giving by your pharmacist 4 7 2 4
Your healthcare plan makes your medication affordable 4 5 7 1
Your doctor has fully informed you of the benefits and side effects of taking your
medication
4 14 -5 2
You believe that taking your medication will help you enjoy more time with family and
friends
4 5 3 3
Your doctor has adequately explained why you need to take your medication 3 8 -1 3
Your pharmacist has adequately explained why you need to take your medication 3 9 -4 3
You believe that taking your medication helps your condition 3 2 -2 6
You receive text messages to help you to remember to take your medication -2 -4 3 -4
You are able to cut your medication in half to reduce the cost -3 9 -4 -12
You are able to cut your medication in half to make it last longer -5 2 -4 -11
You trust the manufacturers of the medication that you take -5 -6 -8 -2

19. 27%
Segment 1:
It’s My Decision
Three Unique Mind Set Segments
For Compliance
Segment 2:
It Takes a
Support Group
31%
Such different cohort groups require different,
segment-appropriate messaging
Segment 3:
Faith in the
Medical Field
42%

20. Messages which encourage medication compliance
It’s My Decision (Segment One – 31%)
• Your doctor has fully informed you of
the benefits and side effects of taking
your medication
• You believe that your medication is
helping your condition
• You understand the benefits of taking
your medication
• You believe that not taking your
medication can be harmful in the long
run
• You believe that taking your
medication helps you to live longer

21. It’s My Decision (Segment One – 31%)
• You trust the manufacturers of the
medication that you take
• You receive text messages to help you
to remember to take your medication
• You have been taught why taking your
medication is important
• You trust the advice of other
healthcare providers that you deal with
• You believe that the side effects of your
medication are tolerable
Messages which discourage medication compliance:

22. Messages which encourage medication compliance:
It Takes a Support Group
(Segment Two – 27%)
• Your healthcare plan makes your
medication affordable
• You can feel or see the benefits of
taking your medication as prescribed
• You have been taught why taking your
medication is important
• You believe that your medication is
helping your condition
• You believe that taking your medication
helps you to live longer
• You have a support group that
encourages you to take your medication

23. It Takes a Support Group
(Segment Two – 27%)
• Online literature has adequately
explained why you need to take your
medication
• You trust the manufacturers of the
medication that you take
• You believe that the side effects of your
medication are manageable
• You understand the possible side effects
of taking your medication
• You believe that your medications do
not interfere with each other
Messages which discourage medication compliance:

24. Faith in the Medical Field
(Segment Three – 42%)
• You believe your condition warrants
taking your medication
• You believe that taking your
medication helps your condition
• You understand the benefits of taking
your medication
• You trust your physician to prescribe
the correct medication
• You trust your choice of physician,
pharmacist and healthcare provider
Messages which encourage medication compliance:

25. Faith in the Medical Field
(Segment Three – 42%)
Messages which discourage medication compliance:
• You are able to cut your medication in
half to reduce the cost
• You are able to cut your medication in
half to make it last longer
• The cost for your medication is worth it
• You receive text messages to help you
to remember to take your medication
• You trust the manufacturers of the
medication that you take

26. The St. Mary’s Viewpoint Identifier

28. Case 2:
Culture Change Golden Rice
Rice can be enriched with vitamin A precursors
• Reduces blindness
But cultural norms are for white rice
• Yellow rice is not well accepted
• How to communicate to the poor from Pakistan
that this golden rice is safe, and good for the
family

29. Case 2:
Culture Change Golden Rice

32. S3
S4

35. Case 3:
Frankenfoods
Neophobia… fear of the new
And tree huggers sowing fear
So what might reduce this fear
Yellow = reduces fear
Segments appear again
One message may reduce fear for
one segment and heighten fear for
the others

36. Tot
Seg1
Seg2
seg3
Base Size 121 41 62 18
Constant 24 19 29 22
A3 Crop seeds modified by traditional methods to be more disease resistant… -6 -8 -6 -1
D8 Its important for the Media to keep you informed -6 -2 -11 1
B8 With GMO labels on the foods you buy… -4 -2 -6 0
A2 Traditional methods by interbreeding that take decades to modify foods for better yields... -3 2 -8 2
C8 Family and Friends play a big role in your life… -3 0 -5 -2
B1 Affecting no one… -2 -5 0 -3
A1 The media talking about genetically modified crops… -2 -1 -5 8
A4 Crop seeds modified by DNA to be more disease resistant… -1 -5 -2 11
D9 Your family and friends will keep the earth and you safe… -1 -1 -2 -1
C5 You experience it in all your senses… -1 2 -2 -5
C9 At a turning point in your life... -1 6 -4 -7
C6 All the stress just builds up... -1 10 -5 -11
B7 With FDA certifications of non genetically modified ingredients -1 -2 -1 2
A5 Crop seeds modified by DNA for better yields… 0 -4 -5 24
A6 Crop seeds modified to produce healthier foods with higher antioxidant levels… 0 -7 0 13
D1 You trust God will keep the earth and you safe 0 -4 4 -3
A8 Genetically engineered combinations of foods like oranges and apples… 0 2 -3 8
C2 When you think about it, you just can't stop... 1 6 -3 3
C3 You'd drive any distance to get away from it… 1 11 -2 -10
A7 Seeds from traditional methods growing next to a genetically modified crop area… 1 2 -1 9
B6 You never expected it to happen to you or someone close to you... 1 3 1 0
What reduces fear (yellow)

37. What reduces fear (yellow)
Frankenfoods.Deal With It
Tot
Seg1
Seg2
seg3
Base Size 121 41 62 18
Constant 24 19 29 22
B4 Affecting senior citizens… 2 5 -1 2
B5 Affecting tourists… 2 5 1 -2
B2 Affecting working people… 2 -1 3 8
C1 You think about it when you are all alone…and you feel so helpless 3 14 -3 0
D6 You believe Greenpeace will keep the earth and you safe 4 9 5 -15
B9 With no labels relating to where the seeds came from on the foods you buy… 4 3 1 13
B3 Affecting children… 4 11 -1 4
D2 You believe international cooperation will keep the earth and you safe 4 -2 14 -13
C7 You experience temporary memory loss because there's just too much to take in... 4 7 2 8
D4 You trust the Food and Drug Administration will keep the earth and you safe 4 -7 12 5
D7 You believe the Businesses impacted will work to keep the earth and you safe 5 -6 11 7
C4 You are scared … inside and out 5 14 -2 5
A9 Genetically engineered pharmaceutical drug crops to deliver medicines by food… 6 3 1 26
D5 You trust the Local government will keep the earth and you safe 9 -2 18 1
D3 You trust the government will keep the earth and you safe 10 -4 21 5

38. PART 4:
A CALL TO ACTION
APPLYING MIND GENOMICS

39. Call to Action
One ‘Grand’ Vision
Use Mind Genomics to drive healthy |eating
AND profits
How • Commercial: Create messaging to drive sales
of GFY (good for you food)
• Social: Incorporate GFY,
acceptable messaging
• Targeting: The right message to the
right person
• Goal: 10% increase in sales from targeting
• Goal: Measurable increase in GFY eating /
behavior through impactful messaging

40. The five steps
1. The Trade: Enlist the cooperation of one food chain with a
minimum of 20 stores, with the chain having a loyalty program
2. Manufacturers: Enlist cooperation of companies in at least five
verticals selling GFY foods
3. Mind Genomics: Do MG study on each vertical, identify
segments, strong product & strong health messages
4. Segment Assignment: Type each person in the loyalty program
as belonging to the appropriate segment in each vertical
5. Campaign: Send brand-identified messages by email or internet
to members, based upon the product, and the segment to
which the person belongs. Measure purchase using A/B testing

41. 1. The Trade
Important to get cooperation of forward looking
trade partner
Recognize that the goal is to SELL MORE GFY
products and thus increase volume
The trade must have a loyalty program so we know
to whom we must message
We would like to increase sales in the messaged
verticals by 5-10% for the brands worked with

42. 2. The Manufacturer
We need a few different verticals
We can have several manufacturers in one vertical
Our messaging will be sufficiently general, with
every specific message ‘belonging’ to one of the
participating brands
The messaging information from MG will be
developed with the participating manufacturers
(another incentive to participate)

43. 3. Mind Genomics
For each vertical (or each product type) we plan to
work with 300 respondents from our trade partner
MG will tell us the nature of the segments for
each vertical
The trade partner who provides the respondents
will give information about the respondent to use
as a basis of scoring ALL members of the loyalty
program in terms of segment membership

44. DEVELOP SURVEY STIMULI AND QUESTIONS
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
Here’s the process in a nutshell
Follow this and you may well discover the future.. ..promise
Users of New
Digital Media
Devices and
Services
SURVEY

45. 46
Example of a test concept that a
respondent sees and rates

46. What data look like
Basic interest
(% rating 7-9)
Additional
contribution

47. What wins … Mindset Segment 1 –
‘Health seekers’

48. 4. Segment Assignment
Personal viewpoint analyzer
• Get all members of the loyalty program to participate
in a short questionnaire (like the typing tool)
• Incentive … manufacturer incentive (food discount)
Digital viewpoint analyzer
• Use data mining to create Scoring System for each
vertical
• Relate information from the original 300 panel
participants (e.g., age, gender, etc.) to predict
segment membership
• Score all the people in the loyalty program using the
five different scoring rules, one per product

49. Typing one product
HOW LIKELY ARE YOU TO BUY THIS
(Product Name Here)
2
Calms you down…just what you need when
you're feeling stressed
The delicious classic – pure milk chocolate
As part of a low fat, low cholesterol diet,
chocolate reduce risk of some forms of cancer
With the same antioxidant action as a cup of green tea
3
1
2

50. Industrial Strength Typing; Each person in a database
fills this form out, with 30 screens at start of year, or
when joining loyalty program
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

51. Deploy this Personal Viewpoint
Identifier on many foods
We focused on one food item – chocolate
• Created a knowledge database
• Identified what ‘works’ – EMPIRICALLY
• Discovered mind-set segments – for the particular product, TODAY
• Typed a prospect and say the right thing
• Or even used it for innovation – targeted to a mind set
How about doing typing on an ‘industrial strength’ level
ahead of time
• Say 20-30 knowledge bases for foods, beverages
• Some dealing with product
• Some dealing with nature/style of eating situation
• Then type people ‘en masse’ – across all these knowledge bases

52. Digital Viewpoint Identifier
Use database
information to
create scoring
rules and then
score the entire
database
Node 1
Node -1
Class = 2
Node 2Node 3
Node -2
Class = 1
Node 4
Node -3
Class = 1
Node -4
Class = 2
Node 5
Node -5
Class = 2
Node 6 Node 7
Node -6
Class = 2
Node -7
Class = 1
Node 8
Node -8
Class = 1
Node 9
Node -9
Class = 2
Node 10
Node -10
Class = 1
Node 11
Node 12
Node -11
Class = 1
Node -12
Class = 2
Node -13
Class = 2
Yes
No
Yes
No
Yes
No Yes
No
Yes
No
Yes
No Yes
No
Yes
No
Yes
No
Yes
No
Yes
No
Yes
No

53. 5. The Campaign
When engaging a prospect who is in your loyalty program..in
any form (personal, by mail, by ATM)
• All you need to know is address, gender, age..NOTHING MORE
• Go to database, identify address, look up mental DNA for the 30 or so
product areas..YOUR SHOPPER’S MENTAL GENOME
• Go to Knowledge Warehouse developed for each food (microscience)
• Identify ‘what works specifically for this genome for sales, for health
In the store of today/tomorrow..digital signage
• Customer’s mental genome for products embedded in RFID tag
• Change the digital signage to accord with the genome
• Create a Segment of 1 … with a new ‘personal touch’

54. Epilogue
– Imagine being able to type a person on 400 topics
• Twenty verticals each with twenty products or services
– Imagine having the genome service TWENTY THREE & ME
type the same person‘s biological genome
– Imagine doing this for 50,000 people
– Question – can we link the body genome to the body
genome
– An old Hebrew proverb:
“Nothing stands in the way of will:

55. Coming
up next
Dr. Howard Moskowitz
New Product Pacesetters: Driving
Lasting Disruptive Innovation
Peering Inside the
Food Mind
mjihrm@sprynet.com
914 572 1673
For more information about Mind Genomics,
please contact Howard Moskowitz Mind Genomics Mentoring Center:
https://www.dropbox.com/sh/vlyiqp6p5eom0m1/AAC1WRPuHOGpax6TLq-
md824a?dl=0