The Seidewitz Group - Applied Neuromarketing

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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

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

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

Contextual Research

? 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

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

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.

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

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

•  Context StorytellingSM

•  Visual LadderingSM

•  Ethnographic LadderingSM

•  Context LadderingSM

Contextual Research

Context Storytelling

•  Broad storytelling technique used for context restoration

•  Adapted from the Cognitive Interview used in eyewitness testimony

•  Effective for:

–  Improving completeness and accuracy of memory recall

–  Identifying implicit functional needs that drive purchase and prescribing behaviors

Contextual Research

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

Contextual Research

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

Contextual Strategy

Proprietary tools convert understanding into actions that deliver results

Results

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

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

Thank you!

Contact Information:

The Seidewitz Group 333 Greenwich Street New York, NY 10013

212-477-7722

info@seidewitzgroup.com

The Seidewitz Group - Applied Neuromarketing

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