Media and Neuropersona

Media financial disaster stories are plentiful and reflect the times, though it is interesting to observe which stories are backward facing and which are forward facing.

Backward facing stories are typical and important as people want to know what happened and want to talk about ‘facts’ rather than speculate about the future where they have little or no control.

But what are forward facing stories?

Forward facing stories are beyond stories of hope or wishes of windfalls or lottery wins, they are possibilities of what can be created. 

Think about time perspective when you read Media stories and use a Neuropersona persective and Story Lens to determine if the story faces backwards or if it provides you with opportunities to identify and exploit.




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

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.


Bing and Process Driven Search

Microsoft’s Bing search engine is quickly gaining market share and has finally taken Microsoft to what Amazon has known for years, search is process driven.  People search because they have work to do.

Amazon has proven this point by helping people find, buy and receive books.  They they extended the value to a marketplace (think E-Bay) and then they took their back-office and offered it as a SAS (software as service) to help their customers start businesses (think Oracle and now Microsoft and IBM).

How do you exploit process driven search and the buzz around Microsoft’s Bing?

Build a way for people to go even faster and start with understanding Story Lenses , Neuropersona masks and Media.



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.



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  or



BING Neuropersona Search

Bing looks like a real advance though Microsoft appears to be dumbing down the press releases.

For anyone who has followed some of the work from Microsoft Research you will notice some prior work in Bing, including the airfair ‘best price’ functionality.  Bing acts like a concierge, based on group preferences and individual preferences that you may have exhibited in the past or inferred by Bing.

How is this done?  While we may never know the excact formulas or algorithms, here is a simple Neuropersona tool.

  • Understand Neuropersona behaviour patterns associated to Product and Customer pairs, like a shopping basket.
  • Determine which Neuropersona behaviours are closest to the Customers targeted by Product vendors.
  • Offer a ‘proximity choice’ to potential customers similar to the Price is Right approach–do you want door number 1 or door number 2 or door number 3?

It is in this way that the dynamic tabs and the choices behind them are created by Bing.

On the other hand why not let the prospective customer navigated a simpler way rather than the command and control technique employed by Bing?  I suspect this may eventually happen, but for now, this is what we guess.



Neuropersona Search

Neuropersona search is the application of the persona concept to speeding up and improving the quality of search two important ways:  1)  Gives the Searcher tools and perspectives  2)  Aligns the content and navigation and searchers.

Neuropersona Search Pump
Neuropersona Search Pump

 Searchers are provided with Neuropersona masks that fit their objectives and speed up the search process by taking advantage of content that is categorized by a Neuropersona Refinery.  The Neuropersona Refinery is an addition to a search engine like Google, Microsoft FAST or Yahoo that tags according to Neuropersona Story Lens perspectives.

Simply put search is speeded up by aligning the needs of a searcher with content which includes images, text and numbers.  This can be done with considerable detail or at a more general level depending on Neuropersona search objectives and the needs of the content holder or owner.



Manga Media Neuropersona

The Manga similarity to Media is worth examining when considering how to employ Neuropersona masks.

Media is a container and carries content from a source to a destination and Manga does the same.  Each Manga character carries stories which interact with each other as part of a larger story.

Manga characters add a flavour to each exchange, page or story, the same way Media content adds flavour to a situation, place and time.

Advertisers create Media content or exploit content created in the Media to add flavour, hopefully positive, to th products or services they wish to promote.

Manga characters can accomplish the same and express the Neuropersona concept simply. 

A Neuropersona is a mask that represents behaviour, a cluster of stories or behaviours associated to the mask.  In the marketplace customers can wear or remove Neuropersona masks at will in their day.

Marketers and Advertisers who employ the Media would do well to consider how the content and its delivery will reach the appropriate Neuropersona.  Targeting the person behind the mask is an error as their behaviour is represented by the Mask.

Consider someone buying something for someone else or buying something to return to a neighbour or buying something for a gift.

The concepts of Manga, Media or story container and Neuropersona provides insight typically unavailable when using conventional marketing research techniques or analytical tools.


Business Intelligence Neuropersona

 Business Intelligence vendors miss opportunities and may go the way of CRM.

  1. Data ‘cubes’ or arrays are still under valued and relatively mis-understood
  2. Consultants promote backward facing analysis and clients continue to swallow the pill
  3. BI has gone the way of CRM, too expensive little value
  4. Fast and inexpensive software will sink BO, Cognos, and ERP ‘petrified’ software.
  5. Business decision makers will DNA-embed experience into process.

 The last one may yield the most interest and controversy and will allow key business decision makers to craft ‘Neuropersona‘ masks that reflect their decision making experience in a focused way and worn by people that are execute processes.

 Think of a performer who wears the King’s mask to have credibility when passing on their message.  Here the mask provides the decision maker’s perspective to the wearer who is the messenger and the audience.



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.


radio debian  Originally uploaded by aloshbennett