The document outlines three experiments in "Mind Genomics" which aims to explore new "continents of the mind" through data-driven research. The first experiment determines the dollar value that people assign to different sensory elements of food. The second examines what elements elicit different emotional responses to dining experiences. The third investigates how well different food elements "fit" concepts of French, Greek, Indian, and Italian cuisines. The results provide insights into mindsets, product design, and marketing applications. The approach offers a new way to understand cognition through granular analysis of meaningful elements and ratings.

1. Howard Moskowitz Moskowitz Jacobs, Inc. MIND GENOMICS: New continents of the mind 1

2. Mind Genomics - Manifesto We were cautioned by Voltaire’s Candide :Tend to your own garden... Let others tend to theirs. Mine may have flowers, they may have cabbage; both are beautiful. Today we stand at the threshold of new lands, continents of the mind…we must explore them ..for the time is now Here is one set of explorations Economics Emotions Mental constructs

3. Topics covered What is the goal? Making it happen What we expect the results to tell us and why What does each element contribute Mind sets Finding mind-sets Implications for science & business 3

5. People, preferences, prices: Sequencing the genome of the consumer’s mind (Galanter, Moskowitz & Silcher, Feb, 2011)

6. Premium by design: How to understand, design and market High End products (Bevolo, Gofman & Moskowitz, Feb. 2011)

7. Mind Genomics: The newnovumorganum (Moskowitz, Silcher & Galanter, volumes 6a-6d)4

8. Three books detailing Mind Genomics 5

10. 7 Mind Genomics Experiment #1snacks - sensory economics of the eating experience

12. Why – because people are always talking about how important is appearance, or smell or taste or texture

13. Does that importance manifest itself in data?

14. When we do this – we may end up founding a new science – sensory economics (division of psychological economics)8

15. Economics: Making it happen Don’t reinvent the wheel Use experimental design … conjoint measurement Mix & match ideas Get responses Estimate contribute Difference – select dollar as rating 9

16. Here are some elementsFull set of 36 10

17. Example of concept w/scales 11

18. Orienting the respondent 12

19. Economics: What we expect the results to tell us & why Systematically vary the elements in the test concepts Get ratings of interest Get ratings of $$ (price willing to pay) Create ‘models’ for each respondent Relate our 36 elements to interest, prices Overall, and then by element, and then segment 13

20. Economics: The dollar value of liking Is there any relation between how much a person likes .. and amount willing to pay Relate Amount to Liking Amount = a + b(Liking) What’s the slope Is everyone the same 14

21. The hedonic slopeQuestions .. Who, For what Not hedonist Hedonists 15

22. Slope differs by groupSome say they’ll pay more/unit liking 16

23. Economics – Dollar value of an element Relate presence/absence of each element to interest and to dollars willing to pay How…dummy variable regression Result 1 …how each element drives $$ Result 2 … how each element drives interest 17

24. Dollar value & InterestEstimated via dummy-variable regression 18

25. Economics: Mind-setsDifferent strokes for different folks 19

26. Economics: Finding mind-setsThey don’t come with forehead identifiers 20

27. Economics: 50%-60% assigned correctly 21

28. Economics: Implications for science, business New vista… inductive rather than deductive science Learn from patterns of responses..not from hypothesis tests.. There’s a powerful combination of elements and rating questions .. Leading to new databases Practical application ….segmentation and typing tools for product design & marketing More elaboration & many experiments.. in the new multi-volume book on the science of the everyday: Mind Genomics: The New Novum Organum 22

29. 23 Mind genomics Experiment # 2Healthy fine dining -- Beyond economics to emotions

30. Emotions: Making it happen Our goal – deeper understand of ‘dining’ What are the emotions What elements ‘drive’ the emotions Group differences Approach is similar Experimental design of ideas  test concepts Select a price, select an emotion Link element & emotion 24

31. Emotions: Elements (1 of 2)Mind Genomics lives in granular here & now

32. Emotions: Elements (2 of 2)

33. Emotions: Orienting respondentsOrientation always required

34. Emotions: Select price

35. Emotions: Select emotion 29

36. Emotions: What will they pay

37. Emotions: selecting feeling/emotion 31

39. Create seven new variables

40. One per feeling/emotion

41. When selected, put in ‘’100’,’ else ‘0’

42. Uncover linkage using OLS regression

43. Relate presence/absence of each element to the 0/100 value of an emotion

44. Number shows % of time in 4-element vignette that feeling/emotion selected when element is present32

45. Emotions: What links to intimidated? 33

46. Emotions: The strong links 34

47. Price-based Mind-set segments Divide (segment) based upon the relative price a person will pay Same approach as segmenting on interest Just change the variable (now it’s relative price) Uncovered three mind-sets Based on what they will pay Revealing different emotion linkages 35

48. Relative price of dining elements..Mind-set segments derived from element prices 36

49. Emotions – Links to ‘curious’By price-based mind-set segment (4=‘chance’) 37

51. Get a sense of what feelings in general

52. And whether there are group differences in feelings

53. First question was relative price

54. Used to create mind-set segments

55. Second question is emotion selection

56. Depending on the element and segment, different pattern of linkages38

57. 39 Mind genomics Experiment #3concept formation -what makes a food French..or Greek…or Indian .. Or Italian?

58. Origins: Goals of experiment Use Mind Genomics approach to understand the fit of an element to a cuisine Four experiments Fit to French, Greek, Indian, Italiian Appropriate time to serve the item We report on the fit of the element to cuisine 40

59. Origins – Orientation PageThe Fit to Greek study 41

60. Origins – Elements (1 of 2) 42

61. Origins – Elements (2 of 2) 43

62. Origins - readiness to call concept ‘ethnic’% rating all vignettes 8-9 on “fit” 44

63. Origins – What elements ‘fit’ 45

64. Implications of Mind Genomics Practicalities: Easy to do, fast, affordable Science: New way to understand how the mind works New questions  new insights Data come from meaningful elements + numbers Data more robust – respondents can’t game it Application: Product design & marketing We live in the granular, here and now Leads to mind-typing & what to say/do for the mind-types 46