To change customer mindsets you need to understand their needs.

1. MindSearch®
Building better customer relationships
© MindWorks Marketing Communication 2012

2. MindWorks changes customer buying behaviour
by understanding customer current mindsets and then
© MindWorks Marketing Communication 2012
delivering a relevant and an engaging creative message.

3. MindWorks Methodology - where MindSearch® fits
Discovery
Quantify DM Campaign Objectives
DM Planning and Strategy
Establish Sales Pipeline
Evaluation Creative Development
MindSearch®
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Response Capture
Analysis Customer Insights
Recommendation Customer Benefits
Creative Idea
Implementation
Campaign Management
Supplier Partner Briefing

4. MindSearch®
MindSearch™ is a three-stage Strategic Creative process aimed to deliver improved Direct
Marketing results.
Stage 1 and Stage 2 are undertaken in collaboration with the client during a workshop
facilitated by MindWorks.
Stage 1 Stage 2 Stage 3
Customer Insights Product Benefit
plus vs Creative Idea
Market Insights Customer Benefit
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Key Customer Insight
Single Minded Proposition
Creative Execution

5. Stage 1: ‘Paint a Picture’
We start by painting a ‘word’ picture of the customer from gathered research,
experience, knowledge. This customer picture (list of words) becomes the
reference point from which our Customer Insight assumptions are checked.
Demographics LifeStyle
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LifeStage Buying Behaviour

6. Stage 1: Key Consumer Insight (KCI) Analysis cont.
Identify customers most critical ‘nagging need’
Outcome: List of all known (research) or assumed (experience/knowledge) Customer Insights.
Customer’s desire
Customer’s need
Customer’s expectation
Customer’s want
Customer’s perception
Customer’s knowledge
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Secondary Research
Key
Customer
Insight
(KCI)

7. The launch of a NEW COOKBOOK is used to
demonstrate the MindSearch® workshop findings…
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8. Stage 1: Key Consumer Insight (KCI) Analysis cont.
Outcome: Identify a single Customer Insights for each customer behavior group.
Rank Customer Insights in order of importance.
Define in first person the most critical (Key) Customer Insight.
Ranking
Customer desire To look good in front of my friends 6
Customer expectation Recipes that will work every time 2
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Customer need Recipes that offer value for money 4
Customer want Simple and easy to understand recipes 1
Customer perception Not every dish will be perfect 5
Customer knowledge My friend said that recipes are easy 3
Key Customer Insight I want simple and easy to understand recipes

9. Stage 2: Single Minded Proposition (SMP) Development
Translate Product Benefits into Consumer Benefits (CB)
Outcome: Customer Benefits ranked in order of importance
Product Benefits Customer Benefits Ranking
Never more than 7 Stress-free enjoyable cooking 2
ingredients to assemble for busy people
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Clear & simple – easy to Fewer kitchen disasters and 4
follow, easy to use better results
Short preparation and Spend less time in kitchen and 1
cooking times more time with family
Ingredients are readily Less time shopping and
3
available in your local hunting for ingredients
supermarket

10. Stage 2: Single Minded Proposition Development cont.
Sychronise CB with KCI to define a singular benefit (SMP)
Outcome: MindWorks encapsulates the SMP in a statement which serves as a
platform for the Creative Idea
Key Customer Customer Benefit Single Minded
Insight (that most aligns with KCI) Proposition
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I want simple and easy Spend less time in kitchen Cook like a chef
to understand recipes and more time with family. without spending
excessive time in the
kitchen

11. Stage 3: Creative Idea Development
Outcome: Our Creative Idea ‘connects’ with the customer through a key message that
taps into the customer’s present mindset. Once a ‘connect’ is made the
customer is more likely to pay attention to ALL the benefits of the product.
This helps trigger a change in the mindset and a new buying behavior is achieved.
© MindWorks Marketing Communication 2012
Creative Idea
Creative
Execution

12. The MindSearch® process assists MindWorks to create targeted
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communications that deliver improved Direct Marketing results.

13. For more information please contact Cameron Steel:
T 02 9299 3300
E camerons@mindworksmc.com.au
W www.mindworksmc.com.au
© MindWorks Marketing Communication 2012