Mirror, Mirror on the Wall…New Digital Media for ALL Products & Services for Generations X & Y

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Howard R. Moskowitz, Nadya Livshits, Linda Ettinger Lieberman, Moskowitz Jacobs, Inc.

Batool Batalvi, S B & B Marketing Research

Stephen D. Rappaport, Advertising Research Foundation

Hello …here is the talk in a secIf you want..you can go back to sleep

My FAQ: How can you take a product or a service …and maximize its appeal?

My story …I started working as a psychophysicist in 1969 ..US Army’s Natick Labs…people didn’t even know what it was

And then.. I went into business. All the multinationals were looking for the perfect product …and so was I…

The rest of the story… I kept losing work, until I realized through my science…that there is no perfect product out there..just like.. no perfect human being .. but many perfects

There is NO one tongue

Two relevant stories & lessons from life …

1. Prego’s pasta sauce heaven in the US

2. HSBC’s World Cup credit card in China

What’s it all about Alfie?

In my pursuit for the perfect product - I was getting rejected and dejected… but I wasn’t willing to give up… after years, I landed on the realization that there is NO PERFECT PRODUCT. Just as there is no perfect human being. We are defined as much by our imperfections as we are by our perfections…

In any case, I came to the conclusion that just as different colors come from a variation of combination of the 3 primary colors - there exist primaries in all human thinking … and it’s a matter of finding these different perfects

Now the scienceMind Genomics

Think about colors..red, blue, yellow

All colors are combinations of R, B, Y

This is the DNA of color vision

Now you know how color perception works

Now think other aspects of daily life

They all have certain primary components

But not in the same proportion across people

We all respond to the same stimuli, but we respond according to our unique mental DNA

How do you find the primaries of the mindStart by seeing and organizing stuff. That’s the way our brains work.

• Batool’s part ...Empathy• Psychology, feeling• Psychodynamics• 5Keys method

• My part .. The science.. The experiment• Gather ideas, • Run structured tests,• Discover what works• Find basic groups .. The primaries of the mind• Create new offerings targeted to a mind-set

Empathy & Experiment ™

You want to make Generations X and Y happy…

• Are there different consumer primaries… mind-sets?

• What New Digital Media services do they want or need? …what are these primaries?

• How much they are willing to pay?..what are primaries worth

• Well, let’s find out!

Identify YOUR Mind Target

Gender: 49% Female/51% Male Age: 48% 18-29 years Nationality: American Family Status: 60% Single Annual Income: 28% < $30K 59% >$30Kbut < $100K 12% > $100K Education: 43% college 13% grad/professional Ethnicity: Caucasian/Black/ Asian/Latino Neighborhood: City/Suburban

Generations X and Y…Who exactly are YOUR Customers?Hint …could be everybody

Well ..ain’t that the truth…

Now, how do YOU make THEM happy?

Let’s travel into the future by traveling into their minds…identifying mind types in the continents of the new world….these mind types are your primaries

© Jacob Hall, Moviefone, “Fantastic Voyage”

What we learned? You know this better than we do!!

Consumers have shifted from traditional communication tools.

• It’s about THEM…not about YOU (sorry)

• Consumers look to their device to reflect THEM virtually

• Consumers’ physical face-to-face communications have decreased …marginalizing non-users .. social skills have been lost….

• don’t believe..look around the room..who is on his or her smartphone right now?

What does this mean to YOU?

• Consumers are increasing the amount of time they spend re-making their images on social media

• Consumers are forging new relationships, re-establishing old ones and discovering people with common interests.

Here’s science to help youHint: The magic is in the stimuli

• Set up a conjoint online study• Concept stimuli with 7 silos of features/services• Each silo comprised 5 alternatives

• Survey invitations• 300 respondents,18 years of age and older

• Web-based internet research survey • Run October 15, 2012

• Consumers rated each vignette on two scales• Interest in features/services subscription• Amount willing to pay for subscription

Here’s the process in a nutshellFollow this and you may welldiscover the future.. ..promise

DEVELOP SURVEY STIMULI AND QUESTIONS

Users of New Digital

Media Devices and Services

ANALYZE SURVEY RESULTS→ Mind Genomics® & Mind-typing

INTERNET invitation

Mind Genomics ® IdeaMap.netSUY SURVEY

IDENTIFY YOUR TARGET MARKET

Total Sample

Seg 1 Self Driven Online

Banking Seekers

Seg 2 Technology/

High Security Seekers

Seg 3 Collaborative

Online Seekers

Seg 4 Personal Touch with Technology

Base Size: (267) (105) (50) (59) (53) Constant: 31 34 28 31 26

OC1 Connect online in 'real time' with a customer rep via instant messaging, voice over IP or video conferencing via your computer 0 2 2 5 -13

OC3 Faster loan application process…work in real time online with a loan officer 0 0 -8 12 -8

OC4 Our bank's customer service reps will help you browse and use our online banking services -1 0 -6 10 -10

OC2 Use our online tool to find and schedule at your convenience an online working session with an expert such as investment broker, insurance agent, and/or loan officer -3 1 -11 6 -12

ON3 We will answer all your requests in 'real time' by email, instant or text messaging 1 7 -11 3 -1

ON4 We offer 'On demand' status reports for services requests (e.g., loan application) delivered to you via e-mail, text or instant messaging

1 6 -4 -3 0ON2 No more paper mail... We will send you statements and images of

transactions securely by email -2 5 -17 -5 2ON1 We allow you to pay bills securely using your mobile devices (cell

phone, PDA, Blackberry, etc.) -4 2 -13 -9 -2

BR3 We offer a bank-issued smart card so we can recognize you entering the branch and process your needs faster 4 2 6 -3 13

BR4 Choose a secure eye or finger security scan to identify you immediately in-branch and at ATM 4 3 10 -1 3

BR2 We have the most secure biometric system that identifies you as you enter the branch so we can process your needs faster 2 -1 8 -5 6

BR1 We will recognize our customer's mobile phone signal when entering a branch so we can recommend appropriate bank products, promotions and special services -4 -3 -6 -11 2

Online Collaborative

Online Other

In-Branch Recognition

No more paper mail – we will send you copies of statements by secure e-mail

Securely manage your account by PDA, Internet of automated telephone

Our banks customer services reps will help browse & use our on-line services

Manage all your banking needs with a state of the art kiosk and be confident that live help is available if you need it

No more paper mail – we will send you copies of statements by secure e-mail

Securely manage your account by PDA, Internet of automated telephone

Our banks customer services reps will help browse & use our on-line services

Manage all your banking needs with a state of the art kiosk and be confident that live help is available if you need it

MARKET SEGMENTATION SEGMENTATION WIZARDMARKETING PHRASES

14

ORIENTATION SCREEN:the first screen respondents saw

15

Each respondent rated 64 concept screens (unique combinations of elements), first on overall interest…..

16

…then asked to put their own price on a monthly subscription for the service

You know what’s in the combination

You relate the presence/absence of the elements to the ratings

Do not subscribe versus subscribeAmount of would pay

The numbers tell YOU the mindsThe people can’t ..but YOU know.

Getting the mind out of this .. Blooming buzzing confusion

Total Sample

Base Size 300

Constant 7

Get Information: Before I go to cultural events, like movies, musical or dance performances, or plays, I can experience 2 minutes of what I’m about to see and the venue, then I can immediately order tickets 5Design Inflow: Program produces "entertainment experiences for me" …knows in general what I like.. automated programmer for an audience of one – ME 5Discover and Share Me: Off-copyright entertainment from the past century in films, radio, books, offered to me, based upon my mind profile (Mind Genome) 5

Power: Technology that enables me to reach more of my goals 5

Design Outflow: When I have to learn something, I take a small "test" which tells me the best way I can learn the material … program then assembles material in format best for ME to learn and retain 5

Design Inflow: A personalized "genius" … scours the internet for material I like, then presents it to me in a meaningful way 5

Duh… no there thereNothing pops …boo hoo

• Four different mind-sets or primaries

• Data shows what they want, and don’t want

• Create for them..and you create for YOUR future

Don’t worryYOU have four big primariesNow here’s the future

Segment 1: Focus on Self-Experience

Segment 2: Knowledge: Learn New & Share Mine

Segment 3: Externalize & Involve Me

Segment 4: Socialize Me

Primaries: Constellations ofDifferent Consumer Mind-Sets:What They Want and Don’t Want

Each one of you in this room is in one of the four primary mind-sets

Which one are you?

Which one is your customer?

What will YOU create for that customer?

Segment 1: Focus on self-experience

Segment 2: Knowledge-Learn New & Share My Own

Segment 3: The Externalize &Involve Me Viewpoint

Segment 4: The Socialize Me Viewpoint

Now for the customer ‘ask’

Hello there

Thank you for inquiring

I think I can create a whole new experience for you..tailored for YOU…

Interested? Please answer just four questions!

Science to the rescueMind Typing Wizard™… navigate to the mind standing in front of you

http://www.mjiweb.com/mjitt/Media/Media.htm

The Wizard™asks four simple questions

On the spot… YOU know what to create & say or avoid for or avoid for Segment 1: Focus on Self-Experience

Things to say• Design Inflow: A personalized “genius”…scours the internet for material I like, then presents it to me in a meaningful way

• Design Inflow: Program produces “entertainment experiences for me”…knows in general what I like…automated programmer for an audience of one…ME

• Design Inflow: Program becomes a lifelike mentor, consults with me and steers my development and growth as a person

• Design Inflow: A personalized analyzer lets me learn about my different selves

On the spot… we know what to say or avoid saying for Segment 1: Focus on Self-Experience

Things to Avoid• Communicate Me: Automatically locate groups that share my interests…sort of an e-Harmony® for my digital personalities

• Communicate Me: Project my avatar into virtual worlds and have it interact with other avatars on its own…then report what it experienced and learned

• Communicate Me: Program takes my words, sounds and images…then edits them in ways that project who I’d be like for that moment (male vs. female, intimate vs. professional)

• Communicate Me: Project me into virtual worlds…do things like share meals, play sports, shop, work or just hang out

On the spot… you know what to create & say or avoid saying for Segment 2:Knowledge: Learn New & Share Mine

Things to Say

• Get Information: Before I go to cultural events, like movies, musical or dance performances or plays, I can experience 2 minutes of what I’m about to see and then venue, then I can immediately order tickets

• Get Information: For any topic, easy to understand, short, convenient, personalized e-learning modules…assembled just for me, personally

• Discover and Share Me: Make my interests and tastes available to any business so that they can understand me and create appealing products, services or experiences

• Get Information: Program monitors the interests of friends and people I follow, then reports back to me

On the spot… you know what to create and to say or avoid saying for Segment 3:Externalize and Involve Me

Things to Say• Discover and Share Me: Off- copyright entertainment from the past century in films, radio, books, offered to me based upon my mind profile (Mind Genome)

• Discover and Share Me: Program that puts me in touch with people on the web (social media) having similar mind profiles (similar Mind Genomes)

• Communicate Me: Project me into virtual worlds…do things like share meals, play sports, shop, work or just hang out

• Discover and Share Me: Make my interests and tastes available to any business so they can understand me and create appealing products, services or experiences

On the spot… you know what to create and say or avoid saying forSegment 4: Socialize Me

Things to say• Communicate Me: Project me into virtual worlds…do things like share meals, play sports, shop, work or just hang out

• Communicate Me: Project my avatar into virtual worlds and have it interact with other avatars on its own…then report what it experienced and learned

• Communicate Me: Program takes my words, sounds and images…then edits them in ways that project who I’d like to be for that moment (male vs. female, intimate vs. professional)

• Reassure and Gratify: Automatic analyzer of my online interactions…tells me how I come across…points out how I can improve and gives me practice

Your NEW CAPABILITY.. Your New CHALLENGE

• You can …Design services which appeal to mind-sets .. You’ll sell a lot more because you’re on target

• You can… price the services at levels people value, and are willing to pay

• You can create a family of deeply resonating messages which drive interest across the different mind-set segments

• You can target messages to individuals and deliver them at the right time and place

• Can you … see yourself doing this… would you like to join us, and create the future together?

*

For further information on Empathy & Experiment™

Contact Moskowitz Jacobs Inc.e-mail (preferred) mjihrm@sprynet.com.• call 914-421-7426 (Suzanne Gabrione)

• Visit our website www.mji-designlab.com

Thank you !