MIND GENOMICS: NEW CONTINENTS OF THE MIND

Howard MoskowitzMoskowitz Jacobs, Inc.

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Mind Genomics - Manifesto

We were cautioned by Voltaire’s Candide :Tend to your own garden... Let others tend to theirs. Mine may have flowers, they may have cabbage; both are beautiful.

Today we stand at the threshold of new lands, continents of the mind…we must explore them ..for the time is now

Here is one set of explorations Economics Emotions Mental constructs

Topics covered

1. What is the goal?2. Making it happen3. What we expect the results to tell us

and why4. What does each element contribute5. Mind sets6. Finding mind-sets7. Implications for science & business

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Is this the first time we’ve done it?

No…..There are at least three separate books on this by the presenter

People, preferences, prices: Sequencing the genome of the consumer’s mind (Galanter, Moskowitz & Silcher, Feb, 2011)

Premium by design: How to understand, design and market High End products (Bevolo, Gofman & Moskowitz, Feb. 2011)

Mind Genomics: The new novum organum (Moskowitz, Silcher & Galanter, volumes 6a-6d)

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Three books detailing Mind Genomics

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Three experiments in Mind Genomics

Sensory Economics – ‘dollar value’ of a food sensation

Feelings – what elements link to feelings/emotions

Origins – what foods & related notions fit four countries (Greece, Italy, France, India)

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MIND GENOMICS EXPERIMENT #1

SNACKS - SENSORY ECONOMICS OF THE EATING EXPERIENCE

Economics – The goal

Put a dollar value on sensation

Why – because people are always talking about how important is appearance, or smell or taste or texture

Does that importance manifest itself in data?

When we do this – we may end up founding a new science – sensory economics (division of psychological economics)

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Economics: Making it happen Don’t reinvent the wheel

Use experimental design … conjoint measurement Mix & match ideas Get responses Estimate contribute

Difference – select dollar as rating9

Here are some elementsFull set of 36

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Example of concept w/scales

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Orienting the respondent

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Economics: What we expect the results to tell us & why

Systematically vary the elements in the test concepts Get ratings of interest Get ratings of $$ (price willing to pay)

Create ‘models’ for each respondent Relate our 36 elements to interest,

prices Overall, and then by element, and then

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Economics: The dollar value of liking

Is there any relation between how much a person likes .. and amount willing to pay

Relate Amount to Liking Amount = a + b(Liking)

What’s the slope Is everyone the same

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The hedonic slopeQuestions .. Who, For what

-2 -1 0 1 2 3 4Dollars per unit acceptance

Not hedonist Hedonists

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Slope differs by groupSome say they’ll pay more/unit liking

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Economics – Dollar value of an element

Relate presence/absence of each element to interest and to dollars willing to pay How…dummy variable regression

Result 1 …how each element drives $$

Result 2 … how each element drives interest

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Dollar value & InterestEstimated via dummy-variable regression

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Economics: Mind-setsDifferent strokes for different folks

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Economics: Finding mind-setsThey don’t come with forehead identifiers

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Economics: 50%-60% assigned correctly

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Economics: Implications for science, business

New vista… inductive rather than deductive science Learn from patterns of responses..not from hypothesis

tests..

There’s a powerful combination of elements and rating questions .. Leading to new databases

Practical application ….segmentation and typing tools for product design & marketing

More elaboration & many experiments.. in the new multi-volume book on the science of the everyday: Mind Genomics: The New Novum Organum

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MIND GENOMICS EXPERIMENT # 2

HEALTHY FINE DINING -- BEYOND ECONOMICS TO EMOTIONS

Emotions: Making it happen Our goal – deeper understand of

‘dining’ What are the emotions What elements ‘drive’ the emotions Group differences

Approach is similar Experimental design of ideas test

concepts Select a price, select an emotion Link element & emotion 24

Emotions: Elements (1 of 2)Mind Genomics lives in granular here & now

  Silo A: Healthy dining A1  Nutrition featured as a priority A2  Children under 14 not seated in the restaurant A3  Features Healthy Lifestyle choices A4  Menu selections offer latest healthful, novel, fusion dishes A5  Healthy yet delicious menu items... even when calories are a little higher A6  Chain of fine dining restaurants provides what you're looking for in healthy dining   Silo B: Ambience B1  Velvet cushioned chairs and mahogany tables... part of the plush surroundings B2  A tropical fish tank in the lounge... part of the relaxing surroundings B3  Highest quality fresh flowers at every table to stimulate your senses B4  Cosmopolitan atmosphere ...walls show contemporary art from local artists B5  String quartet plays soothing background music B6  Valet parking... don't worry about parking   Silo C: Health information C1  A Red Heart on items to signal heart/healthy menu C2  New items come with REAL customer comments about health and taste C3  Amount of protein, carbohydrates, fat and calories listed next to each selection C4  Low fat, low carbohydrate options available C5  Features fresh, local produce purchased daily C6  Atkins, South Beach, and Weight Watchers menu items served...made delicious by our chef 

Emotions: Elements (2 of 2)  Silo D: Reassurance and guarantee 

D1 Healthy yet tasty food selections ...for your special diet when dining out 

D2 Heart healthy food selections ...endorsed by the American Dietetic Association and The American Chef's Association 

D3 Treat your body with fresh, healthy ingredients D4 Dine with confidence ....knowing your nutritional needs will be met 

D5 Portions are balanced ... 1/3 protein, 1/3 carbohydrates and 1/3 fiber as part of a healthy diet 

D6 Nutritionally prepared without preservatives or fat   Silo E: Sources of foods and health reassurance E1 Only organic ingredients used for meal preparation E2 Meals prepared with no trans fat ...for a healthier heart E3 Meals are prepared at time of order... freshness guaranteed E4 Tofu available as a non-meat alternative E5 All beef and poultry guaranteed hormone free E6  Free range chicken and beef served ...for a healthier immune system   Silo F: Other factors F1  Cooking classes in light, healthy eating ...held every Tuesday night F2  Interesting, delicious meatless meals... featured in Vegan section of menu F3  Our chefs help you create YOUR OWN menu items to fit your diet F4  New nutritional Fruit and Vegetable Smoothie beverage creations 

F5 Creative menu ... mix and match your food selections according to Indian Ayurvedic food principles 

F6 We have an internet-related web site to help you know your food, enjoy your food, create your own foods with us 

Emotions: Orienting respondentsOrientation always required

Emotions: Select price

Emotions: Select emotion

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Emotions: What will they pay

  Additive constant (base relative price without any elements) 105

F3Our chefs help you create YOUR OWN menu items to fit your diet 4

F1Cooking classes in light, healthy eating ...held every Tuesday night 3

D6 Nutritionally prepared without preservatives or fat 3

B1Velvet cushioned chairs and mahogany tables... part of the plush surroundings 3

F5Creative menu ... mix and match your food selections according to Indian Ayurvedic food principles 3

A1 Nutrition featured as a priority 0

D5Portions are balanced ... 1/3 protein, 1/3 carbohydrates and 1/3 fiber as part of a healthy diet 0

C3Amount of protein, carbohydrates, fat and calories listed next to each selection -1

C4 Low fat, low carbohydrate options available -1E4 Tofu available as a non-meat alternative -2

Emotions: selecting feeling/emotion

Curious 28%

Excited 18%

Cynical 16%

Sophisticated 12%

Intimidated 10%

Hungry 9%

Savvy 7%31

Emotions: Linking to elements

For each vignette…respondent selects feeling

Create seven new variables One per feeling/emotion When selected, put in ‘’100’,’ else ‘0’

Uncover linkage using OLS regression Relate presence/absence of each element to the

0/100 value of an emotion Number shows % of time in 4-element vignette

that feeling/emotion selected when element is present

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Emotions: What links to intimidated?

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Element & coefficient in emotion model (from OLS) Coef

Children under 14 not seated in the restaurant 12Velvet cushioned chairs and mahogany tables... part of the plush surroundings 5Creative menu ... mix and match your food selections according to Indian Ayurvedic food principles 5String quartet plays soothing background music 4Valet parking... don't worry about parking 4Portions are balanced ... 1/3 protein, 1/3 carbohydrates and 1/3 fiber as part of a healthy diet 4Interesting, delicious meatless meals... featured in Vegan section of menu 4Nutrition featured as a priority 3

Emotions: The strong links

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Feel intimidated  

Children under 14 not seated in the restaurant 12

Feel Cynical  

Children under 14 not seated in the restaurant 10

Feel Curious  

Meals prepared with no trans fat ...for a healthier heart 13

Cooking classes in light, healthy eating ...held every Tuesday night 11

Low fat, low carbohydrate options available 11

Highest quality fresh flowers at every table to stimulate your senses 11

Amount of protein, carbohydrates, fat and calories listed next to each selection 11

A tropical fish tank in the lounge... part of the relaxing surroundings 11

Only organic ingredients used for meal preparation 10

Feel Hungry  

Our chefs help you create YOUR OWN menu items to fit your diet 7

Feel Excited  

New nutritional Fruit and Vegetable Smoothie beverage creations 8

Cooking classes in light, healthy eating ...held every Tuesday night 8

Feel Savvy  

Menu selections offer latest healthful, novel, fusion dishes 5

Feel Sophisticated  

String quartet plays soothing background music 10

Velvet cushioned chairs and mahogany tables... part of the plush surroundings 10

Price-based Mind-set segments Divide (segment) based upon the

relative price a person will pay Same approach as segmenting on

interest Just change the variable (now it’s

relative price)

Uncovered three mind-sets Based on what they will pay Revealing different emotion linkages

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Relative price of dining elements.. Mind-set segments derived from element prices

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  Seg1 Seg2 Seg3

Base size 73 67 59

Additive constant 106 101 108

Segment 1 - Locavores      

Features fresh, local produce purchased daily 7 -2 -2

Our chefs help you create YOUR OWN menu items to fit your diet 6 5 0Cooking classes in light, healthy eating ...held every Tuesday night 6 1 2

Segment 2 - Savvy, sophisticated      

Children under 14 not seated in the restaurant 0 8 -9

Menu selections offer latest healthful, novel, fusion dishes 1 7 -4Free range chicken and beef served ...for a healthier immune system -6 7 5

Segment 3 - Delegators      

Nutritionally prepared without preservatives or fat -2 5 7

Valet parking... don't worry about parking 3 -4 7Dine with confidence ....knowing your nutritional needs will be met -5 0 6

Emotions – Links to ‘curious’By price-based mind-set segment

(4=‘chance’)

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Mind-Set Segment 1 (Locavores) … feel ‘curious’   Nutrition featured as a priority  11Cooking classes in light, healthy eating ...held every Tuesday night  11We have an internet-related web site to help you know your food, enjoy your food, create your own foods with us  11

Mind-Set Segment 2 (Savvy, sophisticated) … feel ‘curious’   Highest quality fresh flowers at every table to stimulate your senses  15Velvet cushioned chairs and mahogany tables... part of the plush surroundings  12Cooking classes in light, healthy eating ...held every Tuesday night  12Heart healthy food selections ...endorsed by the American Dietetic Association and The American Chef's Association  11Portions are balanced ... 1/3 protein, 1/3 carbohydrates and 1/3 fiber as part of a healthy diet  11Interesting, delicious meatless meals... featured in Vegan section of menu  11

Mind-Set Segment 3 (Delegators) …feel ‘curious;   Chain of fine dining restaurants provides what you're looking for in healthy dining  15We have an internet-related web site to help you know your food, enjoy your food, create your own foods with us  13Low fat, low carbohydrate options available  12A tropical fish tank in the lounge... part of the relaxing surroundings  11New items come with REAL customer comments about health and taste  11Amount of protein, carbohydrates, fat and calories listed next to each selection  11Meals prepared with no trans fat ...for a healthier heart  11

Emotions - Implications

Move beyond general interest to selection of feeling Get a sense of what feelings in general And whether there are group differences in

feelings

First question was relative price Used to create mind-set segments

Second question is emotion selection Depending on the element and segment, different

pattern of linkages38

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MIND GENOMICS EXPERIMENT #3

CONCEPT FORMATION -WHAT MAKES A FOOD FRENCH..OR GREEK…OR INDIAN .. OR ITALIAN?

Origins: Goals of experiment Use Mind Genomics approach to

understand the fit of an element to a cuisine Four experiments Fit to French, Greek, Indian, Italiian

Appropriate time to serve the item

We report on the fit of the element to cuisine 40

Origins – Orientation Page

The Fit to Greek study

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Origins – Elements (1 of 2)

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  Silo A - method of preparationA1 Made with extra virgin olive oil, inspired by a heart healthy dietA2 Inspired by the tastes of exotic islandsA3 With a hot and spicy touch of flavorings… awakens your taste buds in an instantA4 Just the right amount of spices with a bit of coconut milkA5 Just the way you like it ...and.. grilled to perfectionA6 Inspired by world-renowned chefs     Silo B - Main courseB1 Tender chicken cutlet with a side of mixed veggiesB2 Shrimp and crab meat mixed together served on top of white riceB3 A potato dish unlike any other… all you need to bring is your appetiteB4 Unbelievably crisp vegetables on top of pork tenderloinB5 Salmon fillet served with a side of saladB6 Lamb over rice and... a side of potatoes     Silo C – PreparationC1 Surprisingly easy to makeC2 Ready in less than 30 minutesC3 Fits your scheduleC4 No need to spend hours to enjoy a nice mealC5 Cooks in about 45 minutesC6 A good meal in just an hour

Origins – Elements (2 of 2)

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  Silo D – EmotionD1 Even your little ones will love the tasteD2 So good … so tastyD3 This is what they call comfort food… fills your home with a heavenly aromaD4 So aromatic, it will relax your senses and awaken your spiritsD5 Mmm… so tasty, & satisfies your appetiteD6 You'll ask for a second helping     Silo E – WineE1 With a glass of White ZinfandelE2 With a glass of ChardonnayE3 Red or white wine ..both perfect accompaniments to this mealE4 With a glass of MerlotE5 With a glass of RoseE6 With a very fruity wine … the final touch to your meal     Silo F - Tag lineF1 This is a great meal for that special occasionF2 When you want to make something nice for that special someone F3 For a relaxing weekend at homeF4 Especially nice for an anniversary dinnerF5 Satisfies your soul and your hunger on those cold winter nights

F6 Don't wait for that occasion…prepare it any time you're in the mood for a satisfying meal

Origins - readiness to call concept ‘ethnic’

% rating all vignettes 8-9 on “fit”

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  Total Italy France India GreeceTotal 19 17 19 20 21           Female 20 18 23 21 20Male 18 16 16 20 22           Age - Over 40 20 18 18 21 21Age - Under 40 19 16 21 19 20           Ethnic – Black 27 20 28 29 30Ethnic – Asian 23 17 26 32 18Ethnic – Hispanic 15 16 14 15 16Ethnic – White 14 9 15 12 19           Hunger - None/Low 27 20 26 29 31Hunger – Med/High 14 14 14 14 11           Segment - Elaborate 21 19 20 25 22Segment - Imaginer 20 22 25 18 24Segment - Classic 16 14 18 14 18

Origins – What elements ‘fit’

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  India 

Italy 

France 

Greece 

Additive constant (predilection to say ‘fits’ the country, even without elements  31 31 32 37Elements which fit India         

With a hot and spicy touch of flavorings… awakens your taste buds in an instant  14 -9 -8 -5Lamb over rice and... a side of potatoes  10 -3 -2 19

Elements which fit Italy             Made with extra virgin olive oil, inspired by a heart healthy diet  -4 18 -6 11For a relaxing weekend at home  -1 8 -3 4Inspired by world-renowned chefs  -3 8 2 2

Elements which fit France             With a glass of Merlot  -4 2 7 -1

Elements which fit Greece             Lamb over rice and... a side of potatoes  10 -3 -2 19Made with extra virgin olive oil, inspired by a heart healthy diet  -4 18 -6 11

Implications of Mind Genomics

Practicalities: Easy to do, fast, affordable

Science: New way to understand how the mind works New questions new insights Data come from meaningful elements +

numbers Data more robust – respondents can’t game it

Application: Product design & marketing We live in the granular, here and now Leads to mind-typing & what to say/do for the

mind-types

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Howard R. MoskowitzPresidentMoskowitz Jacobs Inc. Phone: +1-914-421-7408Email: mjihrm@sprynet.net

www.mji-designlab.comwww.ideamap.netwww.SellingBlueElephants.com

Thank you .. Questions?

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Moskowitz Jacobs Inc.

1025 Westchester Avenue

White Plains, New York 10604

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