The Seidewitz Group - Applied Neuromarketing

Understanding MindsSM www.seidewitzgroup.com Confidential

The Seidewitz Group Capabilities

Updated February 9, 2012


The Seidewitz Group

•  Research-based marketing strategy consulting firm

–  Founded in 2001

–  Based in New York, Las Vegas & Cincinnati

–  Network of high-level consultants with marketing experience at P&G, Coke, Zyman Marketing, GE, Intuit, Coors

•  Specialty

–  Using the science of human memory and motivation to develop deeper connections with consumers

•  Services

–  Full service qualitative and quantitative market research planning & execution

–  Brand positioning strategy development –  MetAnalysis™ –  Product innovation/idea generation –  Concept development & testing –  Volumetric forecasting

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The Seidewitz Group

•  B2B –  Intuit –  SYSCO

•  Pharma & Med Device –  Align Technology –  Pfizer –  Merck

–  Boston Scientific –  Sanofi-Aventis

–  Teva Neuroscience –  Forest Laboratories –  HemoCue (Sweden)

–  GE Healthcare

•  Consumer Products: –  Intel –  ConAgra –  Panasonic

–  Blockbuster Video –  Procter & Gamble

–  Ashland Oil (Valvoline) –  Legal Zoom

•  Venture-Funded Start-ups –  Microbide Ltd. (Ireland) –  One True Media/Spotmixer –  Dash Navigation

–  Miramar Labs

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Our Clients


The Seidewitz Group

Scott Seidewitz, Principal •  Former P&G brand manager

–  Redefined P&G’s marketing of OTC health care products to medical professionals.

•  MBA from MIT Sloan School of Management

•  Strong background in the science of human memory and motivation –  Developed contextual research tools to apply the science of human memory

and motivation to understanding consumer decision-making.

•  10+ years of consulting and research experience –  Broad experience in positioning, messaging, qualitative and quantitative

concept development and testing, volumetric forecasting, brand architecture, target audience definition and segmentation

•  Winner of a National Citation of Excellence from the American Advertising Federation

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Contextual Research


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? Why do people say one thing but do something else?


A pervasive and under-recognized problem in marketing:

•  Quantitative purchase drivers –  Stated ≠ Derived

•  Copy testing

–  Qualitative reactions ≠ Quantitative testing

–  Qualitative reactions ≠ In-market results

•  Product development –  What they say they want ≠ What they really want

•  Consumer and B2B marketing

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The same problem confounds many other fields:

•  Psychology –  What people say makes them happy ≠ What does make them happy

•  Law

–  What witnesses say they saw ≠ What really happened

•  Economics –  Why people say they make decisions ≠ Why they make decisions

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The problem is…Confabulation

•  People fill in gaps in memory with fabrications that they believe to be true.

•  Well established in psychology and neurology literature.

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The key to understanding confabulation: the emerging science of implicit memory

•  Implicit memories are memories we do not have conscious access to and are not aware of their influence on our behavior.

•  Virtually all brain systems learn and store implicit memories.

•  Emotional brain systems, in particular, are centers for implicit memories.

•  Implicit memories are more accurate than explicit ones.

•  Implicit memories have a profound influence on human behavior, motivation and decision-making. –  Demasio and Ledoux

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Contextual Research Tools for uncovering implicit and emotional drivers of behavior.

•  Context StorytellingSM

•  Visual LadderingSM

•  Ethnographic LadderingSM

•  Context LadderingSM

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Contextual Research

Context Storytelling

•  Broad storytelling technique used for context restoration

•  Adapted from the Cognitive Interview used in eyewitness testimony

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•  Effective for:

–  Improving completeness and accuracy of memory recall

–  Identifying implicit functional needs that drive purchase and prescribing behaviors

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Contextual Research

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Visual Laddering

•  Multiple research stimuli used to activate multiple brain systems

•  Effective for: –  Identifying complete consumer needs set (explicit, implicit, and emotional)

for a given category or context


Contextual Research

Ethnographic Laddering

•  Combines environmental immersion with emotional laddering

•  Effective for: –  Identifying implicit functional needs

and emotional connections

–  Identifying emotional connections to product attributes and uses

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Contextual Research

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Context Laddering & B2B Context Laddering

•  Context Storytelling combined with emotional laddering •  Effective for:

–  Identifying functional and emotional needs that drive purchase and prescribing decisions


Contextual Modeling

NeedsMapTM example

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Contextual Strategy

Proprietary tools convert understanding into actions that deliver results

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Results

References and extensive case histories are available upon request, and at:

www.seidewitzgroup.com/insights-news/case-studies/

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Thank you!

Contact Information:

The Seidewitz Group 333 Greenwich Street New York, NY 10013

212-477-7722

[email protected]

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The Seidewitz Group - Applied Neuromarketing

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