Insight Innovation Challenge: Disruption in the Advertising Industry by Linda McIsaac, PhD and...
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Transcript of Insight Innovation Challenge: Disruption in the Advertising Industry by Linda McIsaac, PhD and...
Disruption in Advertising Xyte’s Cognographics™
Cognographics
Based on the innate and different thinking process of each consumer’scognofile
Other “ographics” Based on aggregate data of past purchase behavior of all consumers
Cognographics™
Demographics
Psychographics
Behavioral- graphics
Geographics
Copyright © 2013 Xyte, Inc. All rights reserved. Confidential and Proprietary
Tested and Endorsed
“Xyte’s form of audience segmentation has the potential of taking us far beyond demographics on our profiling of television program audiences. Xyte has the audience measurement of the future.” David Poltrack President of CBS Vision
Science of the Mind
“It is a new and disruptive way of identifying, measuring, and valuing people.”
Thinking process Physiological Comfort zone Motivations Input preferences Retained memory
CognofileDifferences
5
Couch Potatoes Who Watch the Most TV
Initiate Perform
2
Classify
1
Reliable
Operate Practical Implement
4
Organize
3
Perceive
15
Compose
16
Verbal
13
Clarify
Plan
14
Theory Analyze Conceptual
Perform CognofileThinking process• People oriented, gut-feel decisions, comfortable w/emotions• Prefers quick rewards now, routine work, literal interpretation • Input senses are touch and action, abstract concepts difficult
Messaging• Explain in concrete and literal terms; give only one or two options• Show how product can be worked into their routine• Show immediate reward and how to feel good about self• Provide lots of pictures; doesn’t like to read• Use endorsements and authority figures to persuade
Buying Habits• Will buy things for family and friends• Enjoys “hunting and gathering”; touching and feeling the product• Purchasing process should be fast and easy; to product home now• More apt to shop “dollar stores” and Wal-Mart rather than Target• Seeks payment plans for larger items since they aren’t big savers• Impulse buyer, looking for a sale value, but not quality conscious
Analyze CognofileThinking process• Extroverted, enjoys social interaction, thinks out loud, aggressive• “Thing” oriented, logical decision-maker, uncomfortable with emotions• Results oriented, time and details are important, likes structured systems• Future oriented for rewards, grey areas, opportunities; dislikes routine work• Input senses are intuition about things and speaking
Messaging• Provide quick results; pose a problem to solve• Information best absorbed in a structure with logical reasoning and facts• Unemotional in delivery; memories are held in sounds, words, visuals• Often describes future implications• Gives insights and analogies; compliments and praise
Buying habits• Does not like to shop, so purchasing is a planned event• Can work with a great deal of complex information to choose products• May say “Ah ha!” meaning “I understand and hurry up”• Proactive buyer who will shop for quality and name brand• Pursues logical, results-oriented course of action
XYTE’S COGNOGRAPHICS FOR “AMERICAN IDOL”
Why do they watch this program Like reality and the tangible concreteness Lives vicariously through the emotional
experiences of the contestants Enjoy routine work Believe in fate and luck Dislike change Live in the present Seek immediate rewards
Addressable advertising to this cluster: Blue collar/physical work for living/
conservative beer loving crowd Take the written word literally Life is “black and white” Simple, quick pleasures/rewards Shopping is a form of entertainment Slapstick humor Country music in the background Show how to physically use the product Be tangibly hands-on Depict emotional happiness
Initiate
5
Perform
4
Classify
8
Reliable
2
Operate
16
Practical
7
Implement
6
Organize
1
Perceive
3
Compose
11
Verbal
9
Clarify
13
Plan
14
Theory
12
Analyze
10
Conceptual
14
CBS Drama “CANE” Promotion
“Father Knows Best” promo was developed to attract the Body RowInitiate
3
Perform
7
Classify
1
Reliable
12
Operate
16
Practical
15
Implement
5
Organize
9
Perceive
6
Compose
2
Verbal
4
Clarify
10
Plan
11
Theory
14
Analyze
8
Conceptual
13
Initiate
7
Perform
9
Classify
3
Reliable
8
Operate
1
Practical
5
Implement
4
Organize
10
Perceive
6
Compose
2
Verbal
11
Clarify
15
Plan
12
Theory
13
Analyze
14
Conceptual
16
“Young Cast” promo was developed to attract the Hand Row
Xyte’s Cognographics™
Benefits: “Who does what and why” Tailored, personalized advertising Across multiple media platforms Single source data Loyalty card data proves ROI Predictive regression analysis Track entire campaign Optimizes media
Xyte can be applied to any product category and will be a totally disruptive innovation that will overhaul the ad business … leap-frog jumps closer to being in touch with the minds and hearts of the audience/consumers/people
Xyte’s Cognographics™