Classical market research has its limits, because people mostly act differently than they tell you. Often they also act irrationally.



Survey of psychometric profiles

Classic market research has its limitations, because people act differently than they communicate. Often they act irrationally.

In addition, previous segmentation according to socio-demographic and / or behavioral characteristics in operational marketing fall a little short. In direct marketing a persona definition hardly has passed the endurance test.

Socio-demographic characteristics define too broad or general segments and behavior-based data is past-driven data. People are different and they communicate individually. A very valuable addition to the existing segmentations are psychometric profiles. The personality and its motives provide information about which kind of communication (sensory = design, language, visual language, haptics, music etc.) is most effective and which kind of product and product design should be offered.

Based on continuous empirical research in Switzerland (Innosuisse) and access to decades of research, we are able to help companies refine their segmentation and develop practical guidelines. Due to the research activities BrandMind was able to develop a validated implicit (indirect) playful psychological test with which anonymous psychometric profiles can be collected at all digital touchpoints. The findings can of course be matched to existing segmentations.


Deep dive psychological interviews

Deep dive psychological interviews are one-to two-hour projective, qualitative interview procedures. The aim of these in-depth interviews is to establish a connection between the motives and individual features / characteristics of products. Product-specific psychometric profiles can be developed from this interview technique.

BrandMind combines these interviews with neuronal measuring instruments (EEG, pulse measurement, micro mimics, fMRI). The emotional state of excitement is measured using neuronal measurement methods. This makes it possible to determine whether the spoken word has the same meaning as the emotional state of excitement. BrandMind thus combines neuromarketing with psychology.

Deep dive psychological interviews make sense especially under the following conditions:

  • Innovative product development
    • For the new development / further development of products / services or
    • For the reduction of complex, high-quality products or in the case of
    • Products that already evoke too strong an association among consumers (e.g. such as Orange juice).
  • In-depth market research
    • The psychological in-depth interviews are excellent for gaining a deeper understanding
    • of which motives motivate consumers to prefer or even buy products.
    • In deep dive psychological interviews, aspects emerge that cannot emerge in a classical, quantitative survey.

Data Science – 360 Customer View

Existing persona segmentations are often not significant enough for accurate operational marketing activities and past oriented data only give insight about the past.

Many companies lack in their data of the intelligence and the in-depth to create a robust foundation of a segmentation that could make their marketing activities much more efficient. Only the extension of existing data with psychometric profiles and their sensory preferences form the basis for an individual customer approach.

The collected anonymous psychometric profiles will be matched with existing anonymous customer data and searched for correlations with the socio-demographic, geographical data as well as with data on the type of purchase / purchase frequency. Based on our predictive algorithms, an extrapolation to the entire customer base is then carried out.

For companies who still do not have enough existing customer data, we can support them by using the playful psychological test at all own digital touchpoints to collect additional data.

In this way we help companies to

  • develop a consistent and in-depth segmentation and to
  • implement the efficient and profound intelligence for marketing activities