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.



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.