MindSight is a revolutionary method for studying unconscious emotions. What does that mean? It’s a tool that gets inside the consumer’s head – in a good way.
MindSight is a unique technology built to uncover the emotions that matter: motivational emotions.
Motivations fuel the choices we make, the actions we take, and just about everything else we do.
Think of MindSight like a charging bull, breaking through all of the barriers of emotional insight. By accessing the emotional brain, we avoid the “can’t say/won’t say” phenomena.
Emotions are only as good as words, unless they are actionable.
Results are mapped to the MindSight Motivational Matrix—integrating the work of 100+ psychologists like Maslow, Erickson, and McClelland.
By targeting aspirations and frustrations, MindSight provides critical insights for marketing to emotional end benefits:
Does my brand stand out amongst the others, and does it encourage loyalty?
What messaging should I use to evoke a unique emotional reaction for consumers?
Does my ad or product emotionally resonate with consumers?
Understanding human motivation can be a daunting task, so we’ve synthesized the work of leading psychologists and organized the motivations into a framework, kind of like a periodic table of motivations—we call it the MindSight Motivational Matrix.
A professional baseball player has an average of .4 seconds to react to a pitch. Pretty fast, right? Well, MindSight also uses speed to access the emotional brain. By requiring responses within 800 milliseconds, MindSight avoids rational processing. Just like the “finish the sentence” tests you took in school, participants engage in that same exercise—but instead of words, they have to complete the sentence by selecting a series of images within the quick exposure time. That’s what we call getting a reaction.
The images used aren’t just a random assortment—they have been carefully curated and validated on the Motivational Matrix, so that we know exactly what they mean. But it does not stop there, we go one layer deeper. This output is then brought to life with a word exercise to truly expose the nuances of your particular situation.
You’ve administered the test, and now it’s time to find out the results. Responses are normed against the MindSight normative database and mapped onto the MindSight Motivational Matrix, revealing the motivations driving consumer behavior.