Terry Clarke Presentation

1. DecisionSCAN
Wallace & Washburn Associates LLC
www.decisionmode.com
1770 Massachusetts Ave, Suite 177, Cambridge, MA 02140
Tel: 781-235-8882 Cell: 781-799-5444
Intuitive-Based Communications
Deeper Connections in the Digital World

2. Wallace & Washburn Backgrounds
Kim Wallace
 NCK, SSC&B (Noxzema, Colgate Palmolive)
 Arnold/HBM (Salada, General Mills)
 Radcliffe Seminars faculty
 Top 5% LinkedIn Profile
Kim Wallace CEO
Harry Washburn
• Harvard Extension School faculty
• Benton & Bowles (General Foods)
• Harvard Business School
Faculty 20 Years
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3. Co-Authors
• Top 1% in Amazon sales
• Published in 4 languages
• 3 Decision Making Modes
Kim Wallace Harry Washburn
“Lively, lucid, smart and on target. I’m impressed.”
Ted Levitt, Dean Emeritus, Harvard Business School
“ The most pragmatic book on consumer marketing in
years!” Amazon.com
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4. Representative Clients
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5. A Changed Internet World
* New consumer freedom now due to empowering Internet experiences.
“Within a few years the Internet will turn business upside down.
Be prepared-or die.” Matthew Symonds, The Economist 1999
* Change from PUSH (TV, radio, etc.) to PULL online.
“Thanks to the Internet, car buyers now hold the cards.”-Boston Globe 2013
*Messaging overload creates consumer “tune out.”
* Greater need to measure customer experience.
“Your customers’ perceptions of their interaction with your company impacts
your bottom line. You NEED your customers more than they NEED you.
Even investors reward customer experience leaders!” –Forrester Research 2013
* Shift occurring from rational to emotional customer research.
“The industry will shift from questioning to discussing, insight to forecast,
rational to emotional.” - StrategyOne, Washington, D.C.

6. 3 DecisionMODES
Thinker (verbal), Visualizer (non verbal) Commander (non verbal)

7. Sample DecisionMode Question
Q: Let’s imagine you were buying a car today. What in your
opinion, would be most important? Why? (Pick one)
• It looks great?
• It feels great to drive?
• It makes logical sense?

8. Thinkers (20%)
“It makes logical sense.”
•Thinking, reasoning, answers,
details, numbers, planning
•Careful, thoughtful
Steve Jobs
decision-makers
•Favorite Words: “Think, hear, sounds, logic,
future, know, understand”
T

9. Visualizers (50%)
“It looks great.”
•Quicker decisions
•Interested in the features
and benefits
•Favorite Words: “See, look, Ralph Lauren
show, picture, focus, perspective, impression”
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10. Commanders (30%)
“It feels good to drive.”
•Ready, fire, aim
•Team leaders/players
•Favorite Words: “Feel, sense, touch, hit,
Oprah Winfrey
tackle, win, team, power, people”

11. DecisionSCAN
What are the Intuitive “Trigger Words”
“Trigger Words”
Logical Thoughts
Intuitive Feelings
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12. DecisionSCAN
Major Packaged Goods Example:
Determine the trigger which will
motivate consumers to request a
prescription from their dentist.
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13. 1
Raw Verbatims
The Mouthwash Words Assembled
Q. In your opinion, what would motivate you to ask your
dentist for a prescription?
You have possible damage to the bone, the tooth, you should
do something about it in advance and try to stop it from ever
reaching that point, and this is one way to do it. Certainly a
deterrent to it, and so, yeah I would think that somebody
who has that problem, that kind of a picture would catch
their eye, especially is they saw red blood. I do have you
know, if I brush my teeth hard enough or my gums, I do get
bleeding sometimes. When I go to the dentist and I have my
teeth cleaned, I bleed fairly well I guess. I do my share of it. I
haven't been told that I have gum disease or anything, but I,
you know, maybe that's something that could stop it from
happening, if there's any indication at all that it might be
there. That's something that if I thought I could use that and
it would help the situation, sure. Without even thinking
about it too much, and I think you…
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14. 2
DecisionScan
Determine Word Frequencies
You have possible damage to the bone, the tooth, you
should do something about it in advance and try to stop
it from ever reaching that point, and this is one way to do
it. Certainly a deterrent to it, and so, yeah I would think
that somebody who has that problem, that kind of a
picture would catch their eye, especially is they saw red
blood. I do have you know, if I brush my teeth hard
enough or my gums, I do get bleeding sometimes. When I
go to the dentist and I have my teeth cleaned, I bleed
fairly well I guess. I do my share of it. I haven't been told
that I have gum disease or anything, but I, you know,
maybe that's something that could stop it from
happening, if there's any indication at all that it might be
there. That's something that if I thought I could use that
and it would help the situation, sure. Without even
thinking about it too much, and I think you. u , I do get
bleeding sometimes. When I go to the dentist and I have
my teeth cleaned, I bleed fairly well I guess. tooth,
you should do something about
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15. 3
Trigger Words
Analyze Trigger Words
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16. Prescription Mouth Wash: Results
Objective
Find key “trigger” words
Data Source
Audio taped focus groups
Question
“What do you feel would motivate you to take action?”
Logic vs.
Intuition
Avoid pain/expense “Bleeding gums is a problem!”
VERBATIMS
DecisionSCAN
gum/s
bleeding
problem
SCAN FREQUENCY
132
80
38
ThoughtTalk
“If I have persistent bleeding gums I’d want it.”
“Bleeding does show there’s a problem in the works.
Results
The product was successfully launched nationally with TV
and print ads featuring a dentist referring to “bleeding gums"
and pointing to a tooth illustration with a blood red gum line.
The brand went national successfully in one year.
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17. Tag Line/Branding Example:
Northeastern University
Problem
Determine the most powerful message for admissions
Data Source
Surveys of students, parents, staff, alumni and prospects
Key Question
“What do you feel makes Northeastern better?”
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18. Q. “In your opinion what do you feel makes Northeastern
better than other universities?”
TRIGGER WORDS
DECISIONSCAN
FREQUENCY
coop
149
good
134
program
114
education
78
enter
76
work
75
job
72
get
22
contacts
15
something
16
occupation
35
employment
24
people
21
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19. Northeastern University
Problem
Determine the most powerful brand position and
tag line for admissions
Data Source
Surveys among staff, faculty, grads, students,
parents and prospects during 1986.
Question
“In your opinion what do you feel makes
Northeastern better than other universities?”
Logic vs. Intuition
Hands-on educational “Education that
experience
Works”
VERBATIMS
DecisionSCAN
Trigger Words
Solution
SCAN FREQUENCY
co-op
experience
work/job
149
114
107
“Their co-op program gives experience.”
“With co-op you can get a better job.”
The “Education That Works” tag line was created,
incorporating key trigger words. Used for over 25
years. Over 46,000 applications were received 19

20. Public Relations Example: National Car Wash Association
Objective
Determine how frequent car-washers justify the expense
Data Source
Intercept interviews at car washes
Question
“In your opinion, what is there about getting your car
washed that justifies the price?”
Logic vs.
Intuition
The vehicle looks better
DecisionSCAN
VERBATIMS
feel
good
better
“I feel better in
a clean car.”
SCAN FREQUENCY
122
89
256
ThoughtTalk
“I actually feel better when my car has been washed.”
“I feel good when my car is clean.”
Results
Press releases issued nationally. The “feel good” story
(Commanders) was picked up by hundreds of publications
including the Wall Street Journal and Forbes. Reaction so
successful website changed to www.cleancarfeeling.com.
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21. Results: National PR stories, a new “Feel Good” poster campaign
and a new online address (cleancarfeeling.com)
PUBLIC RELATIONS
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22. PSA Messaging: Homeland Security
Objective
Create messaging that prompts Floridian consumers to
get better prepared and download tips on the website.
Data Source
Surveys among current and potential customers
Question
“What in your opinion would prompt you to get better
prepared for, god forbid, a terrorist attack?”
Logic vs.
Intuition
Get prepared better when you “Do it for the kids.”
are not in a crisis situation.
(They’d be helpless.)
VERBATIMS
DecisionSCAN
Prepared
Family/Kids
Survival/Protect
Scan Frequency
78
77
68
ThoughtTalk
“Get prepared and protect your family.”
“Do it for the kids and the family if not for yourself.”
Results
The new PSA message “Do it for the Kids” scored well
with parents and singles. The impactful message
generated over 10,000 downloads of “Top Tips for
Survival.” A new web address was also added,
www.mysafeflorida.com.
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23. Merger Name: Beth Israel Hospital/Deaconess
Objective
Create new name for the combined entity of Beth Israel
and Deaconess hospitals
Data Source
Surveys among consumers (patients and non)
Question
“In your opinion, what words, thoughts or feelings come
to mind regarding Beth Israel Hospital?”
Logic vs.
Intuition
Two of Boston’s Best
“The CareGroup”
Hospitals Combine Resources
VERBATIMS
DecisionSCAN
BI
MGH
good/excellent
care/ing
doctors/surgeons
reputation
maternity
nurse(s)
85
72
43
39
9
78
125
35
89
93
27
19
Brigham & Women’s
86
32
36
62
69
46
ThoughtTalk
“Beth Israel has caring nurses who treat you special.”
“It’s the nursing care at BI that makes it so special.”
Results
The name CareGroup was adopted to reflect Beth Israel’s
perceptual strength: caring.
NAME TESTING
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24. Public Relations Positioning: BASF Biotech
Objective
Uncover possible negative reactions to proposed
biotech plant site
Data Source
Telephone surveys among location residents
Question
“In your opinion, what’s your greatest concern
regarding this new biotechnology site?”
Logic vs. Intuition
It’s a drain on
local resources
“Bio-waste expert hired from
UMass Worcester with
Harvard credentials”
VERBATIMS
DecisionSCAN
ThoughtTalk
Results
Scan Frequency
concern/ed
waste
dangerous
41
35
29
“What about dangerous waste disposal”
“Accidentally releasing radioactive waste!!”
BASF aligned itself with a bio-waste expert from
Harvard University at UMass Worcester featured
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25. PR/Advertising: Outward Bound
Objective
Determine the most powerful advertising message to
increase leads.
Data Source
450 interviews nationally among Outward Bound
graduates.
Question
“What have you said to recommend Outward Bound?”
Logic vs.
Intuition
Commune with the
Great Outdoors
“Personal Growth builds
self confidence”
VERBATIMS
SCAN FREQUENCY
grow(th)
personal
experience
126
88
57
DecisionSCAN
ThoughtTalk
"You'll grow as a person. Builds self confidence.“
"I grew personally through the experience."
Results
Using a Personal Growth Experience promise, Outward
Bound is now the #1 adventure-based education
program in the world. It works. 80% of students want
another course.
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26. DecisionSCAN
For details please contact Kim Wallace:
Wallace & Washburn Associates, LLC
www.decisionmode.com
1770 Massachusetts Ave, Suite 177
Cambridge, MA 02140
kwallace@wallacewashburn.com
781-235-8882 Cell: 781-799-5444