Can We Gain Deeper Insights into Consumers?

Some wonder if maybe they donamp8217t get all the insights they need from questionnaires and social media utteringsInto this picture comes RMT a company I cofounded a team of people who have done good things for the industry before who claim to have an empiricallyderived method for reading peopleamp8217s underlying deep motivations based on the media content they consumeAs proof of their claim they offer evidence produced by the ARF Cognition Council Wharton Neuroscience Simmons NCS Neustar 605 and other independent research companies The proof shows that when RMT insights are used in media selection branding and sales effects are significantly increasedOthers have also proven that the alignment of ad and context amp8211 one of the ways the RMT system is applied amp8211 results in increased advertising effectiveness The ARF Journal of Advertising Research paper by Kwon et al references 77 such studies all showing approximately 15 increases in ad recall when an ad aligns with its media context There are other such studies happening every year among companies including IPGTikTok NeuroInsight TVision Gracenote Magid Wurl etcThe difference between all these studies and RMT is that RMT empirically discovered which qualitative dimensions of ads and programs have the maximum effect when aligned there are 265 of them distilled from thousands tested The other studies use obvious but less influential qualitative dimensions funny sad etc RMT therefore can consistently show doubledigit and tripledigit increases in sales effects whereas most of the other studies show more modest increases in ad recall and other metrics but not salesRMT also shows increases in attention awareness brand perception consideration preference intention amp8211 every funnel metric in broad usage todayDr Michael Platt one of the founders of the new science of Neuroeconomics and Director of Wharton Neuroscience hypothesizes that the RMT verbal markers likely correspond to the neurological Value Signals which appear in the brain during choice behavior The number of observed Value Signals in the brain is close to the number of qualitative dimensions discovered by RMT using AI and Machine LearningHis team at Wharton discovered that the brain pattern called amp8220synchronyamp8221 is the best predictor of an adamp8217s impact on sales Most recently the same team discovered that RMT is the best predictor of synchrony about 20X more predictive for instance than direction of gaze as measured by eye trackingAnother proven use case of RMT is to send ads through addressable media to people whose motivations align with those subconsciously communicated by that ad Neustar found that this tactic increased incremental sales effect 95 and among newtobrand customers 115 RMT with its AI partner Semasio has these motivations scored on 300 million Americans and the scores are updated continuously in real time based on their anonymized but deterministically targetable browser behaviorCan this motivational data amp8211 not derived from surveys or social media statements amp8211 increase our ability to understand what drives a specific human beingThe answer is a definitive YES because as Jerry Zaltman has explained and most neuroscientists agree the vast preponderance of human decision making and choice behavior is not ruled by the conscious mind Verbal methods tap only the conscious mind Jerry invented the patented and widely acclaimed ZMET method amp8211 not dissimilar from psychologyamp8217s Thematic Apperception Test but pragmatically far ahead of it amp8211 in order to get beneath the conscious mind where he has discovered that subconscious metaphors are often the main drivers of decisions Not rational thought processes but metaphorsRMTamp8217s method of subconscious discernment is the first to be based on big data amp8211 trillions of data points from hundreds of millions of people RMTamp8217s partner Semasio operates in over 20 other countries in addition to the US and tracks over 700 million privacyprotected people RMT will soon be available in these other countries as well and is already operational in Canada where RMT partner Vividata amp8221the MRISimmons of Canadaamp8221 is already working in depth with RMT in analyzing the 45000 respondents in each wave of its syndicated studyAn example of RMTVividata profiling is that Canadians who have recently moved out of their parentsamp8217 home are eight times as motivated by Belonging as Canadians who have recently retired So if you are targeting young Canadians showing groups of friends in ads is a good move whatever you are sellingamp160The current users of different brands also have deep underlying motivational differences People who prefer Pepsi to Coke in Canada are not just in it for the extra sweetness Pepsi to them stands for Fitness Power and HeroismLeadership Below are those subconscious metaphors at workamp160Syndicated services such as MRISimmons Vividata and TGI collectively in over 40 countries around the world have for the last several decades contained useful verbal questions about which product features are consciously desired by respondents Now the industry is adding a wealth of subconscious drivers to that without revealing anything to others about a specific identifiable person These additional insights will take time to be assimilated into the already complex marketing world but they will increase marketing productivity and efficiency shifting market shares to early adopters of these deeper insightsPosted at MediaVillage through the Thought Leadership selfpublishing platformClick the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillageorgMyersBizNet

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Can We Gain Deeper Insights into Consumers?

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"About That" with Carl Mayer: Corinne Casagrande (Episode 8: Consumer Spending) - By Carl Mayer

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