© 1997-2011 MindTime, Inc.

As a species we have evolved our ability to:

POSSIBILITY

imagine future possibilities and

outcomes,

CERTAINTY recall past experiences and learn from them,

PROBABILITY

and develop strategies for managing things in

the present.

These are the three most fundamental thoughts

humans can conceive of.

Although human cognition includes all three forces of thinking, individuals differ in the degree to which they utilize each.

This is a person’s mindtime thinking style.

PROBABILITY

Perception

Motivation

Behavior

THE FORCE OF POSSIBILITY: FUTURE THINKING Future thinking is the capacity in humans to see infinite potential in the relationships between all things. There is possibility for growth in all relationships. Future mind simply resonates with those possibilities. Future mind seeks to expand our world by using each new idea as a jumping-off point for the next. It stretches our sense of reality by being consciously aware of the inherent opportunity in everything it sees. Hope is the culture of Future mind. This culture gives rise to flexibility, spontaneity, inspiration, conception, originality, enthusiasm and vision. Future mind pushes the limits; it asks “what if;” it is open-ended and embraces change; it chafes when confined. A low intensity in a person's Future thinking perspective creates a possibly unconscious resistance toward environments, ideologies and practices that support the pursuit of possibility.

PERCEPTION MOTIVATION BEHAVIOR

AWARENESS ACTION What could it do for me?

Ambiguity Hope

Ingenuity Intuition

Possibility Vision Design

Inspiration Individualistic

Inventive

Brainstorm Chaotic

Enthusiastic Impulsive

Ideate Optimistic Proactive

Fickle Spontaneous

Persuade

Aspiration Unique

Innovative Ideas

Opportunity Options

Risk Imagination

Change Open-Ended

THE FORCE OF CERTAINTY: PAST THINKING

PERCEPTION MOTIVATION BEHAVIOR

Past thinking is the capacity in humans to find meaning in the relationships between things. All things can be understood by their relationships to other things. Past mind interprets those relationships through its conscious awareness of deeper meaning in the connections that things exhibit. Past mind creates certainty by building its facts one on top of another. This requires the utmost care and unerring accuracy, however measured, to do correctly. Past mind reflects on experience and considers logic to weigh evidence and confirm our understanding of what is real. Truth is the culture of Past mind. This culture gives rise to knowledge, reason, authenticity, proof, caution, patience and trust. Past mind strives to evaluate and validate; it judges credibility. A low intensity in a person's Past thinking perspective creates a possibly unconscious resistance toward environments, ideologies and practices that support the pursuit of certainty.

Analyze Contemplate

Evaluate Investigate

Judge Reflect

Ruminate Understand

Validate Selective Studious

Cautious Independent

Informed Obsessive Skeptical Prudence Rational Meaning Certainty

Authenticity Truth

Credibility Reliability

Detail Evidence

Information Insight

Knowledge Quality

Authority Security

Proof

AWARENESS ACTION What do I know about it?

THE FORCE OF PROBABLITY: PRESENT THINKING

PERCEPTION MOTIVATION BEHAVIOR

AWARENESS ACTION

Present thinking is the capacity in humans to appreciate that maintaining continuity is essential to life. To protect against entropy Present mind acts to control how things actually flow together in time and space. It is consciously aware of which systems are most crucial to maintaining equilibrium, and what steps are required to keep them functioning. When processes break down, Present mind works to restore balance by integrating change. Harmony is the culture of Present mind. Bringing order to chaos requires vigilance, preparation, planning, and organization aimed at producing stability. Present mind pays attention to its surroundings; it structures its environment; it executes plans of action to achieve its goals. A low intensity in a person's Present thinking perspective creates a possibly unconscious resistance toward environments, ideologies and practices that support the pursuit of continuity.

Methodical Complete

Tribal Execute

Implement Integrate Monitor Organize

Plan Compare

Conscientious Practical Realistic

Assurance Probability

Stability Control

Harmony Structured Efficiency

Reliability Actionable

Balance Commitment

Order Pertinence

Predictability Continuity Popularity

Utility

How can it help me?

THINKING STYLE RESISTANCES

Past Thinking Resistances

Present Thinking Resistances

Future Thinking Resistances

• Fear change • Avoid new and untried • Uncomfortable with ambiguity • Neither spontaneous nor impulsive • Inflexible ideologies and methodologies • Difficulty brainstorming new ideas • Cannot make decisions based on intuition • Not motivated by unproven potential • Find it difficult to ad lib • Do not leave their options open

• No patience to proceed with caution • Unaware of implications of their actions • Not convinced by raw data • Fail to look before they leap • Take more risks • Uninformed of the facts of the matter • Not concerned with accuracy • Lack reflection before making decisions • No patience for minutiae • Difficulty making impartial decisions

based on facts

• Struggle making / sticking to plans • Difficulty with follow-through • Trouble completing tasks • Difficulty staying in touch with people • Don't see rules and boundaries of others • Often ignore regulations • Uncomfortable with rigidity • Tend to be disorganized • Do not keep things up to date • Dislike being controlled • Fail to make goals and hold themselves

accountable to them

The Force of Possibility :

Future Thinking

The Force of Certainty :

Past Thinking

The Force of Probability :

Present Thinking

What do I know about it?

How can it help me?

What could it do for me?

Informed

Quality Driven

Specifications

Avoids Risk

Needs Authority

Price Conscious

Needs Credibility

Practical

Organized

Plans Purchases

Tribal

Follows Trends

Compares Features

Mass Appeal

Fickle

Impulsive

Opportunistic

Individualistic

Early Adopter

Last Minute

Aspirational

Rational

Thinks Actionably

Thinks Quickly

THE FRAMEWORK OF HUMAN THINKING

All human interaction is dependent on their relationship with the subject.

The MindTime Framework is the lens which brings that relationship into focus.

By understanding the cognitive drivers of Perception, Motivation, and Behavior, insight into all other steps of the Relationship Funnel immediately become revealed!

We provide the technology that empowers you to understand the most important drivers of human thinking.

PERCEPTION MOTIVATION BEHAVIOR

Our first product, SmartSlices, allows you to identify the thinking styles of your audiences.

Thinking Style

Coordinate:

522/415/377 }

We deliver a set of unique coordinates that reveal

fundamental predictors of human behavior.

These numbers are scientifically

validated coordinates that identifies how a person uses

each force of thinking.

Future Thinking POSSIBILITIES

Past Thinking CERTAINTIES

Present Thinking PROBABILITIES

9 statements to identify an individual’s thinking style.

487/398/532

EMBEDDED IFRAME

1) We integrate our 9 self-described statements into an existing survey mechanism through an iFrame.

3) Results are passed back into your analytics system through a custom API to allow for data analysis and correlation.

2) Responses are processed through our system and coordinates identify your audience’s thinking style.

Your Results

THINKING STYLE

COORDINATE:

487/398/532

SmartSlicing identifies your audience’s thinking styles and provides a form of

segmentation on which you can build a framework of understanding that can be

correlated with a multitude of other data sets for building highly robust personas.

Brand Sentiment Analysis Case Study

THE CHALLENGE

A major brand research community provider asked us to help them test whether people’s perceptions and thoughts had an effect on the sentiments they expressed about various brands.

At the core of this study, there were two primary questions to be addressed:

1. Does a person’s thinking style significantly drive their sentiments on a given brand?

2. Is it possible to identify the fundamental values of people who most resonate with a given brand?

Brands Represented in Study

ASSESSMENT o 255 people were surveyed and mapped within our

framework of human thinking.

o All participants were asked to respond with a favorability rating for each brand on a scale from

1 – 5 (1 being least and 5 being most favored).

o Gender, age, and race were known data points about this community and were provided to us

for the analysis.

COMPOSITION AND SENTIMENT ANALYSIS o A series of standard statistical techniques (ANOVA,

regression, variance, etc.) were used for analysis.

o It was noted that there were not enough respondents in the sample to be able to consistently show statistical significance in all demographic segments.

Past

Present

Future Map of Survey Respondents

KEY FINDINGS Across a variety of brands, thinking style was found to have a statistically significant impact on people’s ratings of brands. In this excerpted example we can see that Future/Present people rated the brand most favorably, and Past thinkers least favorably.

Extroverted, positive, organized, deliberate, liberal, social, energetic, inventive people liked VW. They were Future/Present thinkers.

Introverted, studious, bookish, informed, analytical, risk adverse, knowledgeable, detailed people were less sold; Past thinkers.

Favorability by Thinking Style

Volkswagen data used for example purposes

KEY FINDINGS (cont.)

Where men exhibit higher favorability ratings than women, the influence of – image, novelty, fun, hip, extraversion, trend setting, speedy – is the strongest.

Where women exhibit higher favorability ratings than men, the influence of – practical, affordable, recommended by other consumers, well-built (German), trendy, social, “right” – is strongest.

Females

Males

KEY FINDINGS (cont.)

This chart shows the amount of variance in favorability among respondents that can be explained by thinking profile data over and above the influence of all other demographic factors.

We know from other studies that opinions, beliefs, attitudes, and values are also driven by these same influences.

If we are seeing this amount of variance in sentiment data, we can reasonably speculate that thinking style is having a large impact on all other aspects of brand messaging.

Web Traffic Analysis Case Study

Who are all of these people really?

Is there not a better way to understand why they do what they do on web sites?

Hundreds of millions of dollars are spent developing sophisticated Web environments with only the most primitive models of human behavior being used to understand the users they serve.

When we correlate thinking style with web site activity, we see that there is a clear difference between thinking style and page visits, time on site, and bounce rate. Additionally, given the nature of our

business, we can see how we have a much higher concentration of Future and Future/Present thinkers.

These results are very encouraging and demonstrate that we can now provide a new predictive and relational analytic capability for building better web experiences for users.

To learn more about how you can integrate SmartSlices to satisfy your specific needs, please contact:

Jason Burnham (917) 686-4816

jason@mindtimetech.com

We look forward to working with you!