Study the Motivations of Your Prospects

Consumers don39t think how they feel They don39t say what they thinkand they don39t do what they say amp8211 David OgilvyThe most accessible way to see into peopleamp8217s motivations at scale is to dissect their content consumption through a validated scientific lens specifically designed to reveal life motivations Only one such lens exists today with enough scale to be relevant That is the RMT system deployed through Semasio which will soon be available for 700 million people in 22 countries Today it is available in the US and Canada for 300 million IDs and 16 million IDs respectivelyFirst Define Your ProspectsWork done by Ayala Cohen when she was at TRA showed that a brand can actually gain new customers who never even bought the product category before However that is rare and therefore the ROI on such captures takes a long time to pay back Nevertheless you should think about the probability of bringing in people new to the category as well as of course new to the brand All the while remembering that people who bought your brand in the past but only sporadically are the most likely incremental sales you can getRight now in Canada using Vividata it is possible to study both the life motivations Vividata calls them Drivers and the attitudes toward specific product attributes This can be done across the users of your brand and each competitor and you can also break out the loyals of your brand and each other This may reveal that certain groups owned by your competitors have the same motivations and product benefit desires as your current brand users You might conclude that those otherbrand segments matching your customers could be your prospectsThe RMT Semasio work has shown that newtobrand and even newtocategory customers can be acquired by targeting people whose life motivations reflect the motivations in your current ad campaign This is worth testing and programmatic digital premium video online video and display can also be easily used with random control trials RCTs the most valid of all ROI measurement methodsDonamp8217t Assume You Know the Motivations that Are in Your AdsEven the copywriter doesnamp8217t know that Even if you write a creative brief based on motivation data there will be other motivation signals that creep into your ads either from the deep subconscious of your creative team or by sheer chance The RMT method exposes the motivational underpinnings of each of your ads and from this is able to create custom IDs at scale in a heartbeat Neustar shows that these IDs can double ROASHow can RMT deduce these motivations and need states need states are subsets of motivations from this ad RMT goes far deeper to 265 psychological dimensions distilled by AI and ML machine learning from every word in the English language validated to be predictive of brand choice in every product category by Simmons Need states are specific clusters of these 265 Value Signals and the need states cluster into the 15 motivationsInterestingly at the 265 level the average human being finds it easy to make a binary decision as to whether that specific word does or does not apply to that ad shown above or to any ad or program or piece of content of any kind The intercoder replicability of the RMT 265variable method is 088 The average intercoder reliability is around 060 for tasks involving subjective classificationThe combining of these 265 shards into the 86 need states and then into the 15 motivations is the real source of the strength of this method which Wharton Neuroscience has found to be the best and only statistically significant predictor of EEG synchrony the EEG metric which has a 082 r2 in predicting adproduced salesThe ARF Cognition Council has also validated that the RMT motivations predict IRI sales with an r2 of 048Writing the Creative BriefStudy which motivations have been projected by your brandamp8217s most recent campaigns and by the most successful campaigns in your brandamp8217s history Do the same for the competitors from whom you have decided to convert based on motivation similarities with your users Is there a white space motivations not recently used by anyone in the category but associated with some of the most winning campaigns you have ever runWrite up the creative brief and also the media brief based on taking these targeted motivations into account in both messaging and in targeting addressable and nonaddressable media Addressable media can be motivationally targeted at the ID level and nonaddressable media can be motivationally targeted at the content level More on this subject in this postIn comparison with recall persuasion eye tracking eye tracking with fixations EEG attention EEG memory EEG approach Source Wharton Neuroscience and Bill Harvey Consulting 20242025 study sponsored by FOXPosted 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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