Process

Link your intuition to our analytics to streamline your marketing and risk planning.

1. Contact us and learn more

  • Receive free briefing about how much value we can generate in your specific circumstances
  • Decide if MINDGEIST has a suitable offer for you, to provide you with required information

2. Scope and hypotheses

  • Interviews with decision makers in all relevant departments to align on the goal and hypotheses
  • Definition of objects of interest and concepts to be investigated

3. Web mining

  • Setup of streaming engine for an optimal data filter
  • Web mining of millions of data points

4. Data mining

  • Calculation of implicit language profiles (Semantic Differential) and behavioral coefficients
  • Integration of implicit object of interest language profiles into our socio-emotional semantic space

5. Insight generation

  • Data visualization
  • Identification of the status quo, of trends, and of means to influence image trends

6. Effect monitoring

  • Tracking of image after implementation of measures
  • Continuous learning

Offering

We offer standardized modules with customized setup to meet your specific needs.

Insight

+ Competitive image positioning
  • Mapping of your own image relative to competitors in a strategically relevant competitive or concept landscape
  • Behavioral segmentation of competitive landscape
+ Full potential analysis
  • Association and attention profiling
  • KPI benchmarking with distinct acceptance KPIs

Foresight

incl. Insight

+ Image monitoring
  • Early warning system for indicating risk to your image
  • Historization of all data to allow for causality pattern detection
+ Anticipation of relevant macro trends
  • Anticipation of near term image and concept movements and brand KPI changes
  • Identification of ideal route to move image in desired direction

Influence

incl. Foresight

+ Product or service road map planning
  • Introduction, modification or removal of product or service
  • Definition of key characteristics of adjusted product/service offers
+ Communication design planning
  • What: selection of ideal keywords and concept for storytelling
  • Where: selection of the ideal advertising vehicle and channel mix
  • Via whom: selection of ideal testimonials, sponsoring entity, co-branding, etc.

contact us

I am interested and would like more information about the service offered

Thank you for your message, we will get in touch with you soon

FAQ

Does MINDGEIST predict the future?
  • No, but we measure the relevant mental image landscape to derive likely behavior. Human behavior is based on cognitive and affective attitudes (assumptions and convictions, feelings and emotions) and habits that evolve in interaction with the environment. These attitudes are reflected in human language before the actual behavior manifests itself. This is what we measure. The language pattern is calculated by analyzing the linguistic connotations of the opinion object of interest. The language patterns can then be mapped to mental images. The resulting image landscapes reveal attitudes that trigger distinct behavior. This behavior again influences our attitudes.
  • The actual behavior of stakeholders of course also depends on real restrictions and circumstances (e.g. laws, lobby groups, etc.). When these restrictions and circumstances are included in the interpretation, it is possible to obtain a (very) good indication of future trends.
What is the scientific foundation of MINDGEIST?
  • It is a psycho-social field model. Psychology links the individual to society. In sociology, the behavior of individuals is derived from the perspective of the society. We integrate both views via Field Theory.
  • We apply the Semantic Differential, known from psychological practice, as instrument to measure opinions. From a sociological perspective, Web Intelligence provides the most powerful instrument to access opinions.
Is language not a highly ambiguous source to make the unconscious visible?
  • Yes, you cannot answer all questions. Examples of particularly good areas of application can be found in our Use Cases. The key is a clearly defined question. Since we utilize language to reveal the unconscious social perception of objects of interest, the concise definition of objects of interest, concepts and dynamics to be examined is critical.
  • We distinguish ourselves from Social Monitoring and explicit Sentiments Analytics by the very fact that we do not attempt to assess individual statements. This approach always runs the risk of being subject to the context-dependency of language (cynicism, sarcasm, etc.). Even if there was a way to tag all individual statements correctly as positive or negative, it remains unclear what the respective person actually feels and is thus likely to do. Likewise, it remains unclear how the group may perceive a given item - and that is what matters, if you want to draw behavioral conclusions. People often do not do what they say, often do not say what they know, and often do not know what they think and feel. Through our implicit approach we are virtually immune to these linguistic problems. The Semantic Differential was specifically developed to compare cross-cultural and context-independent unconscious, affective (thus action-determining) perceptions of objects of interest.
Is MINDGEIST a type of neuromarketing?
  • No, but neuromarketing is an aspect that plays a role in our model. We have in common that people‚Äôs decision making is largely influenced by unconscious processes, particularly in our world which is characterized by information overload and time pressure. Popular sciences often refer to system 1 and system 2 thinking. Daniel Kahneman wrote an entertaining book on this subject (Thinking fast and slow) and received the Nobel Prize for his discoveries.
  • A fundamental problem of neuromarketing is that its practical application is very limited. The surveys are experiment-based (e.g., spontaneous association test, facial imaging, vocal analytics, brain activity scans, etc.) and the interpretation frameworks are very rudimentary. Therefore, results are simply very difficult to generalize, and thus of little value in a strategic or conceptual context. However, measures that have been derived based on MINDGEIST can be selectively tested and further refined with neuromarketing methods.
Is it possible to aggregate individual opinions to display a mental image landscape?
  • No, and this is why we do not build on individual opinions. Instead, we record the average opinion distribution per object of interest since it has been shown that this will prevail in the long term. We map the different opinion distributions in our socio-emotional resonance system.
  • Our model is then used as a hypothesis-guided tool. It helps in the verification of the trustworthiness and credibility of statements, for example, in order to reveal the appeal of products or people for different parts of society.
Can I integrate any target group segmentation in MINDGEIST?
  • Basically, yes. However, the desired segmentation needs to consistently relate to distinct socio-emotional behavioral concepts.
  • Often, this requires some conceptual fine-tuning as most conventional commercial target group segmentations are rather arbitrarily designed than of a fundamental nature.
Can MINDGEIST visualize a beneficial image position and what do I have to do to get there?
  • A beneficial image position can be indicated. The key consists in a distinct hypothesis and a long-term goal definition. Often, goals are too fuzzy or inconsistent. Here, we also support you during the initiation phase.
  • However, we do not provide a causal model. If several options for image trends are proposed, our system indicates which option would probably be the most effective (see Influence package). An image is a complex Gestalt construct, where nuances can trigger large divergences in the overall perception. This is why your managerial intuition is still highly relevant. MINDGEIST assists in creating a consistent Gestalt that people are attracted to, want to follow, share, etc. This is a long-term process and our Foresight package is designed to support this effort analytically.
In what way do I have to get involved as a customer and how do I receive the results?
  • The main task is to define precisely the question(s) and relevant concepts that have to be measured in order to answer your question(s) - see Use Cases. You need to know exactly what you want to know and why - we will support you in this process for the initial placement of the Insight package.
  • Currently, results are delivered by means of a presentation in a consultative setting.