mindsight® in the moment: applied neuroscience meets crowd sourcing by david forbes of forbes...

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MindSight® is a registered Trademark of The Forbes Consulting Group

THE FORBES CONSULTING GROUP © 2013 – CONFIDENTIAL - NOT FOR DISTRIBUTION

The Forbes Consulting Group, LLCThe Forbes Consulting Group, LLC

APPLIED NEUROSCIENCE APPLIED NEUROSCIENCE MEETS CROWD SOURCING:MEETS CROWD SOURCING:

MindSightMindSight® Emotional Ethnography Emotional Ethnography

Presented by David ForbesPresident, The Forbes Consulting Group

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Emotions are Critical to Effective Marketing

RATIONAL

EMOTIONAL

This makes sense

This feels exciting

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Significant Barriers to Emotional Insight

WON’T SAYWhen respondents

are unwilling to talk about their feelings

CAN’T SAYWhen respondents

are unable to articulate or don’t know how they feel

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MindSight® Emotional Discovery

1/4 SECOND . . . >1 SECOND3/4 SECOND . . .

RECOGNITION . . . . . . . . . . . EMOTIONAL REACTION . . . . . . . . . . . . INTELLECTUAL REFLECTION

THE EMOTIONAL DISCOVERY

WINDOW

RECOGNITION . . . . . . . . . . . EMOTIONAL REACTION . . . . . . . . . . . . INTELLECTUAL REFLECTION

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The MindSight® Motivational Model*

* See D Forbes, “Toward a Unified Model of Human Motivation, Review of General Psychology June 2011

Incompetent

Talented, Exceptional

Ordinary, Boring

Unique, Interesting

Insecure, Afraid

Safe, Confident

MASTERY

IDENTITY

SECURITY

INTRAPSYCHICINTRAPSYCHIC

Defeated, Pointless

Victorious, Productive

Passive, Indifferent

Involved, Absorbed

Trapped, Frustrated

Free, Powerful

ACHIEVEMENT

ENGAGEMENT

EMPOWERMENT

INSTRUMENTALINSTRUMENTAL

Ashamed, Disgraced

Proud, Respected

Accepted, Belonging

NURTURANCESelfish, Unloved

Sharing, Caring

Isolated, Lonely

ESTEEM

BELONGING

INTERPERSONALINTERPERSONAL

EXPECTATIONSEXPECTATIONS

EXPERIENCESEXPERIENCES

OUTCOMESOUTCOMES

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MindSight® Validated Image Library

VALIDATED TO CONNECT TO THE MODEL

MINDSIGHT®

IMAGE

LIBRARY BELONGINGEMPOWERMENTSECURITY

NURTURANCEENGAGEMENTIDENTITY

ESTEEMACHIEVEMENTMASTERY

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“I would be EXCITED to wear this fragrance because it might

make me feel a little more...”

MindSight® in Practice Respondents engage with the MindSight® exercise as a “sentence completion” task

Psychological priming sentence

Touch to Select Image

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Refining the MindSight® FocusIntrinsic vs. Extrinsic Emotional Experience

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Defining the Domain ofSensory-Emotional Experience

BEHAVIORSBEHAVIORS

DECISIONSDECISIONSREAL

WORLDINTERACTIONS

REAL WORLD

INTERACTIONS

DRIVEDRIVE EXPERIENCESEXPERIENCES

DRIVEDRIVEEMOTIONAL EMOTIONAL MOTIVATIONSMOTIVATIONS

SENSORY SENSORY EMOTIONAL EMOTIONAL

EXPERIENCESEXPERIENCES

Sensations and Sensations and PerceptionsPerceptions

Life Aspirations/Life Aspirations/FrustrationsFrustrations

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Evoked from WITHIN the INDIVIDUAL

Evoked BY the ENVIRONMENT

Are Closer to TRAITS Are Closer to STATES

Exist as a LIMITED Number of TYPES

Take a vast VARIETY of FORMS

Are CROSS CULTURAL Take Different Forms in DIFFERENT CULTURES

Have to do with Have to do with WHY WE BUY WHY WE BUY

Have to do withHave to do with HOW PRODUCTS FEEL HOW PRODUCTS FEEL

Emotions of Motivation vs. Experiential Emotions

MOTIVATING EMOTIONSMOTIVATING EMOTIONS EXPERIENTIAL EMOTIONSEXPERIENTIAL EMOTIONS

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MINDSIGHTMINDSIGHT® ® SENSORY- EMOTIONAL IMAGE LIBRARYSENSORY- EMOTIONAL IMAGE LIBRARY

The Experiential Emotional Image Library

SEVERAL SOURCES FOR EMOTIONAL CONCEPTS

THOUSANDS OF EMOTIONALLY EVOCATIVE IMAGES

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MindSight® Technology using thousands of images and respondents

“Big Data” mathematics to identify key emotional “centers” within the overall patterns of co-selection

RAPID EXPOSURE/ RESPONSE:

“WHEN I’M DRINKING DOS EQUIS, IT MAKES

THAT MOMENT FEEL….”

IDENTIFY “EMOTIONAL CENTERS” IN THE

LIFESTYLE MOMENT EXPERIENCE

PLOT HUNDREDS OF PICTURES IN A SENSORY-

EMOTIONAL SPACE

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Sample Outputs from MindSightMindSight® Emotional Ethnography Emotional Ethnography

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OUTER PEACE

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PEACEFUL PATH

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LOCKED & LOADED

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ESSENTIAL PURITY

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MYSTERY/ADVENTURE

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Explore the Heart of Everyday Experience

EMOTIONAL ETHNOGRAPHY

mindsight® in the moment: applied neuroscience meets crowd sourcing by david forbes of forbes...

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