MindSight® in the Moment: Applied Neuroscience Meets Crowd Sourcing by David Forbes of Forbes Consulting/MindSight - Presented at Insight Innovation eXchange LATAM 2013
This session describes an innovative technique for uncovering the unique richness of consumers’ emotional experiences as they live their lives moment to moment. MindSight® in the Moment represents a new thrust in emotional research. Our past work has focused on uncovering the internal emotional forces of human motivation. This work moves our applied neuroscience approach to focus on the reactive, sensory-emotional experiences that consumers have as they move moment-to-moment through the passages of their lives.
We will begin the presentation with a brief discussion of the difference between the two different types of emotions, and the distinct business circumstances which call for studying each emotion type. Our presentation of work using MindSight Emotional Discovery Technology will illustrate how we “crowd source” the unique granularities of emotional experience in the moment. We will explain how we leverage applied neuroscience in the form of a rapid exposure / rapid response technique that gets data directly from the emotional brain, and describe the use of “big data” mathematical analytic procedures to process emotional data from thousands of respondents, viewing thousands of images, and reduce this data to key “themes” in emotional experience.
MindSight® Emotional Discovery will be illustrated with a range of the actual themes discovered in the emotional experience of living, in different lifestyle moments across diverse cultures, in our past work around the world.
Insight Innovation Challenge: Digital Convergence: Driving Deeper Insights Fo...
MindSight® in the Moment: Applied Neuroscience Meets Crowd Sourcing by David Forbes of Forbes Consulting/MindSight - Presented at Insight Innovation eXchange LATAM 2013
MindSight, our proprietary neuromarketing technique that accesses and explains emotions Talk about several issues: Briefly discuss the challenges that MindSight helps with – business, and market research The subconscious and emotional and challenges to accessing emotions How the technique works, including the benefits to market research A case study
Differentiating your brand requires not only understanding rational elements, but also subconscious emotions Emotion moves people from rational thinking to emotional feeling and wanting
Traditional question-and-answer market research cannot get at these emotions We’ve all seen the challenge of getting physicians to talk emotionally Ask a question and you get an answer, but that answer may have very little to do with what is really motivating people in their subconscious
New insights from neuropsychology have proven what psychologists and philosophers have known for a very long time: the more rapid the exposure to a stimulus the more rapid the reaction to that stimulus the more emotional the response to that stimulus Rapid exposure – rapid response effectively circumvents the ability of the conscious, rational mind to evaluate the stimulus The result: directly accessing respondent emotions.
MindSight® theory identifies nine areas of emotion that motivate consumer thoughts and actions. This rests upon our summary of 100 years of psychological scholarship on emotion and human motivation, as well as 30 years of practical research experience. Our theory has been published in the academic, peer-reviewed Journal of General Psychology (June 2011)
Images are a more emotional language than words. Therefore, we created an image library statistically validated to link to one domain in the theory. When someone selects an image, we know what it means
MindSight, our proprietary neuromarketing technique that accesses and explains emotions Talk about several issues: Briefly discuss the challenges that MindSight helps with – business, and market research The subconscious and emotional and challenges to accessing emotions How the technique works, including the benefits to market research A case study
MindSight, our proprietary neuromarketing technique that accesses and explains emotions Talk about several issues: Briefly discuss the challenges that MindSight helps with – business, and market research The subconscious and emotional and challenges to accessing emotions How the technique works, including the benefits to market research A case study