Wallace & Washburn Associates provides DecisionSCAN, a service that analyzes qualitative data to identify intuitive, emotional triggers that influence decision-making. DecisionSCAN has helped clients in industries like consumer packaged goods, education, healthcare, and government. It identifies unconscious motivators by determining frequent words from verbatim transcripts. This informs messaging that resonates emotionally rather than relying solely on rational appeals. Past clients report DecisionSCAN led to successful product launches, branding strategies, and increased program participation.

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
Intuition-Based Communications
“Decision-making relies on a balance between deliberate
and instinctive thinking. We need to look at the subtle, the
hidden and the unspoken.”
- Malcolm Gladwell, Blink: The Power of Thinking without Thinking

2. A Changed Internet World
* New consumer freedom exists due to empowering Internet experiences.
“The Internet is turning businesses upside down. Be prepared-or die.”
- Matthew Symonds, The Economist
* Rapid change is occurring from PUSH (TV, radio, etc.) to PULL online.
“Thanks to the Internet, car buyers now hold the cards.”
- Boston Globe 2013
* Message overload has accelerated consumer “tune out.”
* A timely need exists to monitor and measure customer perceptions.
“You NEED your customers more than they NEED you . Your customers’ perceptions
impact your bottom line.”
–Forrester Research 2013
* A shift will occur from rational to emotional customer research.
“The industry will shift from questioning to discussing, insight to forecast, rational to emotional.”
- StrategyOne, Washington, D.C. 2013

3. Co-Authors
• Top 1% in Amazon sales
• Now published in 4 languages
• Rewrote the book on decision-making
Kim Wallace Harry Washburn
“It’s radical! It’s digital! Cutting edge for connecting with customers.”
– Fast Company’s REPORT FROM THE FUTURE
“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. 3 DecisionMODES
Thinker (verbal), Visualizer (non verbal) Emotional Commander (non verbal)

6. 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?

7. Thinkers (20%)
“Have the courage to follow your heart and intuition.”
-Steve Jobs
•Thinking, reasoning, answers,
details, numbers, planning
•Careful, thoughtful
decision-makers
•Favorite Words: “Think, hear, sounds, logic,
future, know, understand”
T

8. Visualizers (50%)
“As time goes on people will see who I am
for who I am. I kiss people with my soul. ”
- Justin Timberlake
•Quicker decisions
•Interested in the features
and benefits
•Favorite Words: “See, look, show, picture,
focus, perspective, impression”
T

9. Commanders (30%)
“Follow your instincts.
That’s where true wisdom manifests itself.”
- Oprah Winfrey
•Ready, fire, aim
•Team leaders/players
•Favorite Words: “Feel, sense, touch, hit,
tackle, win, team, power, people”

10. DecisionSCAN
How to access intuitive
“trigger words?”
“Trigger Words”
Logical Thinking
Intuitive Feelings
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11. DecisionSCAN
Major Packaged Goods Example:
Determine the trigger which will
motivate consumers to request a
prescription from their dentist.
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12. 1
Raw Verbatims
The Mouthwash Words Assembled
Q. In your opinion, what do you feel would motivate you
to contact your dentist for a possible 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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13. 2
DecisionScan
Determine Initial 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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14. 3
Trigger Words
Analysis of Top 20 Trigger Words
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15. 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"
(the symptom, not the problem) and pointing to a tooth
illustration with a blood red gum line. The brand was rolled
out nationally within one year.
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16. Branding: 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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17. 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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18. 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 and
used for over 25 years, propelling NU to the top 3
university nationally based on applications (46,000).
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19. Public Relations: 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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20. Results: National PR stories, a new “Feel Good” poster campaign
and a new online address (cleancarfeeling.com)
PUBLIC RELATIONS
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21. 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, generating over 10,000
downloads monthly of “Top Tips for Survival.” A new web
address was also added, www.mysafeflorida.com.
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22. 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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23. Public Relations : 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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24. 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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25. Wallace & Washburn Backgrounds
Kim Wallace
 Doyle Dane Bernbach, SSC&B (Noxzema, Colgate)
 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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26. Management
Kimball Wallace, President
* Co-author “Why People Don’t Buy Things” Top 1% Amazon.com
*
Š Faculty, Radcliffe Seminars Program
*
Š V.P. Account Supervisor, Humphrey Browning MacDougall Advertising Agency, Boston
*
Š Director Puerto Rico office, Norman Craig & Kummel, Top Ten Agency, New York
* Senior Account Executive, Lintas SSC&B, Top Ten Advertising Agency, New York
*
Š Assistant Account Executive, Doyle, Dane Bernbach, Top Ten Agency, New York
•Recipient of the American Marketing Association's "Effie Award“
* #1 Salesperson, Exxon New England
* University of Massachusetts, BA 1964, President of Class
Harold Washburn, Chairman
* Co-author “Why People Don’t Buy Things” Top 1% Amazon.com
* Faculty, Marketing, Advertising, New Products, Harvard University Extension School
* Faculty, Marketing Management, Boston University MBA and Metropolitan College
* V.P./Director of Marketing, Pearson & MacDonald Advertising Agency, Boston
* V.P./Account Supervisor, Humphrey Browning MacDougall Advertising, Boston
* Director of Marketing and Media, Marvin & Leonard Advertising, Boston
* Senior Account Executive, D'Arcy Masius Benton & Bowles, Top Ten Agency, NY
* Harvard Business School, MBA 1966

27. Reilly Atkinson, Ph.D. Chief Scientist
Šounder, Consulting Statisticians Incorporated, Boston.
F
Š isiting Scholar, Harvard Business School.
V
Šenior Scientist, Arcon Corporation, Software Development, Boston.
S
Author: “The New Haven Laboratory” and “Patterns of Urban Change”, 1974/5
Assistant Professor of Nuclear Physics, Tufts University.
Stanford University, Ph.D. in Physics, 1964; Harvard University,
A.B. Magna Cum Laude (Physics).
Owen Reddecliffe, B.Sc. Chief Information Officer
Instructor, Monash University, Post-graduate Computer Science, Melbourne, Australia
Development Manager, The Stock Exchange of Melbourne
Šenior Developer for Internet Standardization, Walker Richer & Quinn, Seattle
S
Š roject Leader, Web Protocols development, Unisys, Australia
P
Šenior Analyst, Design of Burroughs B6500 system, Australia
S
Š niversity of Adelaide, Australia, B.Sc. (Hons) in Theoretical Physics, 1966
U

28. 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