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Using Mind Genomics To Understand The Specifics Of A Customer’s Mind

2019; Linguagem: Inglês

10.15405/epsbs.2019.10.02.17

2357-1330

Orkida Ilollari, Petraq Papajorgji, Attila Gere, Ryan Zemel, Howard Moskowitz,

Complex Systems and Decision Making

Approaching customers with the right message has always been a key objective of companies selling products and services. Achieving this target demands understanding what customers think about specific ideas and messages, determining whether there are different mind-sets for the same topic, and if there are, assigning people to the right mind-set. The advent of Internet has increased the opportunities for the advertising component. Companies need to have the tools to conceptualize these mind-sets 'on-demand,' for any topic, collect the relevant data for this specific topic, followed by a way to uncover mind-sets and assign new people to the mind-set. The issue is to achieve the foregoing with low cost, on demand, in areas where there is no behavioral or psychographic data, and then apply the results in actionable way. Several approaches have been created and used to address the problem, but all require either behavioral or expensive psychographic data, and time to do the research. This paper presents the emerging new technology of Mind Genomics, a marriage of experimental psychology and data analytics. Mind Genomics reveals, through simple, affordable, iterative experiments the specifics of what features of a service or product appeals to an individual through the notion of mind-sets, and then a method for assigning any new person to the most appropriate mind-set. A simple set of questions, embodied in the PVI (personal viewpoint identifier), assigns the new person to the mind-set, doing so in 'real-time.' The results are both better knowledge of the topic, and better sales performance.