Applied Behavioral Sciences Marketing, L.L.C.

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I have read about value marketing. Is this the same thing as Whole Brain Marketing®?

Value marketing techniques generalize a group’s overall values and construct benefits that relate the overall values to a product or decision. Unless values are relevant in the purchase context, this type of message can be irrelevant or damaging. Mothers, for example, often have safety of their families as a primary value but many of their purchase decisions are unrelated to safety. Whole Brain Marketing®, in contrast, identifies motivations and values relevant to the underlying specific purchase decision that are linked to creating action.

 

Is Whole Brain Marketing® subliminal?

Subliminal advertising was hidden from view; the consumer was not aware it was present.  Whole Brain Marketing®, in contrast, guides the creation of images and words that are fully visible and are linked to audiences’ hidden internal decision processes. The result is that the audience feels both compelled and comfortable to act without hesitation.

 

What do you mean by “predictive model?”

Many consulting models and research-based techniques mine databases for historical information and attempt to project past decisions into the future. Others examine past decisions and assume that future decisions will be similar. The Whole Brain Marketing® model gains insights about current needs, values, and unconscious drives or motivators that are contextually relevant to future decisions. The model predicts specifically what will cause people to take the action that you want, how many of them will likely act, and identify relevant factors that you can harness to influence decisions in your favor.

 

Does Whole Brain Marketing® always result in dramatic increases in revenue?

No, in fact, Whole Brain Marketing® studies have resulted in clients leaving marketplaces that competitors unsuccessfully pursued. Advanced knowledge that a market or product is not viable can be valuable in redirecting resources to areas that will produce success.

 

My field is unique. How do I know that Whole Brain Marketing® will work in my industry?

Many consulting firms employ industry consultants with specific knowledge of an industry or process. In contrast, Whole Brain Marketing® is a scientific model that predicts how to influence behavior by applying scientific understanding of human decision making processes. Prior knowledge of a market, industry, or population is not required. The model has been proven effective across many cultures and countries, and with unfamiliar decisions, products and services. If your situation involves a need to motivate a group of people to take action, Whole Brain Marketing® will most likely add significant value. (And, we have likely worked in your field or one related to it.)

 

Do you produce communication such as advertising or collateral materials?

Our firm provides assistance to internal corporate communications departments or external consultants, agencies, and others. We do not directly produce advertising or media materials, as we feel this would be a conflict of interest. We sell results, not glamour, and have no incentive to recommend over-priced advertising placements or unnecessary, expensive advertising productions.

 

Do you work from a database of existing information and tailor it for my results?

Each Whole Brain Marketing® study begins with the Whole Brain Marketing® model and a blank sheet of paper. We do not have notions of expected outcomes. Your project will be completely unique and created for you.

 

How can Whole Brain Marketing® be more effective than hiring industry experts?

Industry experts can offer valuable background and generalized knowledge about a field. They are typically focused on what has worked in the past and in specific circumstances. In contrast, Whole Brain Marketing® measures what will produce specific results today in your specific product and your specific target audience or market. It fully takes into account actions of competitors, changes in marketplace, and changes in buying patterns that an industry leader may misread.

 

What process do you use to complete projects?

Using advanced psychological techniques; one-on-one interviews are used to determine key questions that may not be apparent with conventional techniques. Whole Brain Marketing® methodology statistically validates these hypotheses with a valid questionnaire and statistical techniques that are used to reveal hidden predictors of customer behavior. We deliver a detailed, clear and actionable presentation and report that contains strategic recommendations including communications strategy and other specific requirements you may identify.

 

How long does a Whole Brain Marketing® project take to complete?

Projects take as little as three weeks to several months depending upon the complexity of the problem.

 

Is Whole Brain Marketing® just a form of market research?

No more than writing is a form of typing or brain surgery is a form of sewing. Market research tells you what happened and what people plan to do. Whole Brain Marketing® tells you how to change what people will do. A very sophisticated research technique is needed to produce Whole Brain Marketing® strategy, and the research is an embedded part of the process. But the results achieved are both broader and deeper in scope than even the most sophisticated polling and research methods could hope to accomplish. Whole Brain Marketing® is a comprehensive process that functionally integrates processes that are typically performed by senior strategic consultants, advertising agency or internal branding specialists, and the most sophisticated of qualitative and quantitative academic researchers.

 

Whole Brain Marketing® produces an entire strategy built around a scientific understanding of how the brain processes information and how people make decisions in the specific context of your purchase decision. Whole Brain Marketing® uses proprietary sophisticated model of decision-making based on understanding that motivation is an unconscious, emotionally linked process. People usually cannot articulate what would cause them to act because they are not consciously aware of why they act. Market researchers have neither the understanding of the process nor the skills to identify unconscious motivators that change purchase behavior. Market researchers gather information about how subjects may have justified and rationalized past decisions. While sometimes useful, rationalization will not help influence future decisions.

 

The Whole Brain Marketing® predictive model links specific communications with your desired objective with statistical precision. The process has solid academic grounding in cognitive psychology, linguistics, brain theory, counseling psychology, and advanced statistical analysis. The 300 step process begins with a in depth interviews of clients’ executives, background research on the topic searching available knowledge, and produces a precise identification of measurable outcome of the ultimate use of the work. After identifying and agreeing with clients on the scope of the work and specific targets that we wish to influence, we began to investigate the decision process of buyers or others that you wish to influence.

 

The market investigation process begins with in depth individual interviews of target market members conducted by highly trained consultants holding advanced degrees. These interviews uncover preconscious and unconscious concerns and motivators. (Most market research firms use contract interviewers that typically do not hold degrees at all.) The results of the initial interviews are used to construct a larger, more structured study of a broader sample of individuals. These may be conducted in person, by telephone or Internet. These results are analyzed and results derived using a customized proprietary multivariate predictive model. This means that we will commit to the degree of change or influence that will be produced by implementing the model. The result is branding, messaging, and specific guidance to influence people to take the action that you desire, usually, buy your product.

 

Whole Brain Marketing® clients receive in-depth written presentations and explanation of how to influence the population by segment using advertising, media relations, web pages, sales presentation, mailings, or other media. Whole Brain Marketing® recommendations include exact wording, imagery and influence appeals by segment. Executives in general management, product management, sales management, and others use the insights to set strategy and choose tactics. In this interaction, clients gain sustainable knowledge of what must be present in every marketing or advertising communication in order to succeed in its objectives. Clients learn what questions that they must ask in any influence situation in order to influence the outcome. They also get briefings that can be used by creative teams or agencies to produce the most effective communications. Our reports commit to the response you can expect if you follow our advice.

 

While market research can be useful in measuring effectiveness of past advertising and understanding historical context, it is frequently of less value in understanding how to achieve your marketing and other influence objectives.

 

What kind of demands do you make on our people in executing a project?

The Whole Brain Marketing® process includes interviews with key people in your organization. We need either telephone or in-person access for typically 45 minutes from each person. While we fully include staff’s knowledge base, we do not expect your staff to execute the project nor do we interrupt your work. We only need assistance in scheduling interviews and gaining access to available background information. If the project involves influencing your staff or customers, we will need assistance in gaining access to a relevant sample of those people. Finally, if we are to work with an external partner in implementation, we need to meet and get input from the partner in the design phase of the project. 

 

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