3D Marketing Avatar

We build ‘3D’ avatars of your products and customers so you understand how and when they fit together.

  • Step 1:  Find stories that describe the products and customers that are top of mind.
  • Step 2:  Scan products and customers with our Story Lens
  • Step 3:  Use the scans to help customers, promote products, search engine and website navigation, and more…

Look for our updates at www.scenario2.com www.neuropersona.com and www.speedsynch.com

Cheers,

Nick

How the Netflix Prize Was Won

Netflix adopted an interesting approach to understanding buyer behaviour.  How the Netflix Prize Was Won Posted using ShareThis

Critical to buyer’s decision are the ‘how’ and ‘why’ and people change both of these things according to need.

It is this ability to change, along with the ‘how and why of change’ is explored by Neuropersona behaviours and the ability of people to learn about their buying options and learn about the problem that needs to be solved or the solution provided by buying a particular product or service.

Twitter is one way to help a ‘proximity’ community understand the relationship between action and problems and solutions.   Looking through a Story Lens or at the story, process, software, brand and measures of someone as they focus on a problem or solution is another. 

Contests, like the Netflix prize, seem to be all the rage and why not.  They provide a hefty amount of PR though it is difficult to take the ideas to market as it is difficult to work them into the organization.  Consider that the ‘new idea or innovation’ is at its core ‘different’.  The different spans its entire Story Lens; its story is ‘odd’ and processes and software currently in place doesn’t accomodate it easily, it must be worked into the brand in some way and there is the bigger debate about how is it measured and how does it affect the current success measures in place.

Note that Netflix is not repeating the experiment, and while it may seem that it was a class action suit related to privacy that influenced this decision, my feeling is that beyond the PR value most contests are make work projects.

Cheers,

Nick Trendov www.neuropersona.com www.scenario2.com www.speedsynch.com

How the Netflix Prize Was Won Posted using ShareThis

James Cameron

James Cameron’s New 3-D Epic Could Change Film Forever

Posted using ShareThis

One Neuropersona: Mardi Gras | Carnival Mask

Masks are simple ways to express to an audience the behaviours they might expect from its wearer or the person behind the mask.  We call the person and the mask a NEUROPERSONA.

It is important to note that a person can wear any mask at any time, as they desire.

We take time to understand Neuropersona behaviours so that we can serve the people behind the mask to get them to the content and products that they desire OR to help our customers get their content and products to the appropriate Neuropersonae.  This we do with different tools and techniques including www.speedsynch.com

Mardi Gras | Carnival Mask

Originally uploaded by *Arielle*

A mask is a very simple way to represent a Neuropersona or a set of behaviours.

A persona can wear many masks during the day and the best way to serve the person is to accomodate the mask behaviours.

Cheers,
Nick
www.neuropersona.com
www.adscenario.com
www.speedsynch.com

Media Under Siege

Media is about to change drastically with the acceleration of Amazon’s Kindle E-Ink reader.

Newspapers once controlled the eyeballs by controlling distribution and the paper and up until now the browser has chipped away at their business model.

E-Ink, recently purchased by PVI in Taiwan and Amzon’s KINDLE provide an Apple-like business model or distribution environment and remove the paper.  

Personalized navigation options, which we are developing now, moves E-Ink beyond the search engine very soon.

Cheers,

Nick

www.adscenario.com

www.neuropersona.com

Neuropersona Proximity Search

blue drop  Originally uploaded by Martina Rathgens

A drop of water creates concentric rings that expand and dissipate as they go away fom the point where the drop entered the water and search is similar to water dropping into a pool as there is a natural proximity of focus for a searcher, their attention and ability to analyze.

We can help searchers navigate two ways;

  • Provide a better way to select a search starting point
  • Compare their search objectives to the value of the search content

We combine a Neuropersona Story Lens and a variation of  shopping basket analysis done by food retailers.

See www.neuropersona.com  or www.adscenario.com

Cheers,

Nick

Radio, Cars and Brand Success

Radio is a brilliant communication tool and the best way to communicate with people in a car and while we think communication is two people talking, another way to look at it is the exchange of ideas and emotions.

Radio can do this with the assistance of time, people and tools.

Let’s think about ‘close captioning’ for the hearing impaired.
Sound doesn’t convey ideas or emotions and is replaced by text.
Text can then be sent to a Radio listener later so that they can connect the idea and emotion when the sound was heard to another conversation.

This is sometimes called timeshifting, but with the tools available to us we can call it convenient.

Radio can be blending into how people work and designed just like the Toyota IQ in a previous Neuropersona blog post.

Cheers,
Nick
www.neuropersona.com

radio debian  Originally uploaded by aloshbennett

Tokyo Auto Salon 2009: Toyota IQ

Toyota’s IQ ‘just fits’.

Brilliant car which appears to be designed by the work people do rather than engineers in Japan, USA or Italy.

Cheers,
Nick
www.neuropersona.com

Tokyo Auto Salon 2009: Toyota IQ   Originally uploaded by tsukubajin

Quantum Mechanics (II)

Quantum Mechanics (II)  Originally uploaded by ambientlight

Great image which I posted to provide a visual perspective to my observation of Yahoo’s ‘Quantum Innovation’.

Cheers,

Nick www.neuropersona.com
Q

Masks vs Buy Button

Is there a “Buy Button” and why do customes do something else when advertisers hit the Buy Buttton, again and again?

The ‘BuyButton Boys’ insist the brain has a ‘buy button’ that they can show you, for a fee.  Of course this is confusing as if this idea existed why would they tell you about it but rather use it themselves?  It is much harder to help people buy or help them understand how a product helps them accomodate their process, story and objectives.

Maybe the Buy Button shows you why people buy?  Well…probably not as the way people measure changes, quickly.

Command and control is a very comforting thought for marketers and their customers who want to minimize risk in oder to maximize ‘ROI’ or return on investment.  So lets’ look carefully at risk mitigation or risk reduction.

  • Customers buy your product to help them do something or accomodate a PROCESSES.
  • They have a STORY in mind, perhaps many, when they are looking for a way to get the job done.
  • Customers MEASURE what they are doing because they have limited time, money, energy….
  • Usually people have BRAND preferences, usually to minimize their own risk.
  • SOFTWARE helps people do the job or find the product to help them.

STORY, PROCESS, SOFTWARE, BRAND and MEASURE is a Story Lens.

A Story Lens helps a marketer understand which story, process, software, brand and measures are important to a customer at one moment in time so that they can be offered the closed product value proposition.

Why is a mask better?

Masks trump buttons because people can remove one mask and wear another depending on the stories and processes important to them at one moment in time.

Masks provide perspectives, buttons claim to provide instant respose.

If you believe that your customer needs change and they have freedom to make choices then use masks to understand them.  On the other hand if you believe your customers are robots, look for their buy button.

Cheers,

Nick www.neuropersona.com