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

3D TV Revolution is Upon Us – CNBC

3D TV Revolution is Upon Us – CNBC.

The intersection of 3D Entertainment, 3D Mobile, 3D Video and 3D Flat Screen TV.

Sony leads and will not miss this time.

Cheers,

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

Yahoo and Future Facing Perspectives

Yahoo and Future Facing Perspectives

The Yahoo ‘announcement’ below via Yodel Ancedotal helps us illustrate how you can shift from a backward facing perspective, typical of business, marketing and operational perspectives, to one that is future facing.

Golden Necklace
Following a golden necklace as it flows into and through a repair depot helps us understand how we can switch from backward to future facing perspectives.
Initially the perspective of the wearer meets the perspective of the repairer.
Repair process flow options may be complex and determined by an initial repair inspection and adjusted after subsequent repair inspections as the necklace leaves one place in the repair depot and flows to another.  The initial repair inspection is at the perspective of the mountain and the others are in the valley.

SIDEBAR
Can we shift from a backward facing transactional perspective to a forward facing navigational perspective?

NAVIGATION PAIRS
As the necklace enters a work center or a process hub it carries the stories of previous flow navigation and future options based on repair inspection probabilities.
This means that forward repair hubs have an early warning indicator of how future repair hub capacity may be impacted.

NAVIGATION IMPACT
A Valley Perspective
It is possible to shift repairs to do the same work at different repair hubs helps plan work and balance capacity.

A Mountain Perspective

The forward repair stories are carried by the Necklace to each repair hub sequentially discarded as the Neclace repair proceeds towards completion regardless of the Valley inspection outcomes.

FOLLOW FORWARD
The Necklace follows the stories of previous repairs just like water in a stream.

 
Yahoo asks you to Declare Behaviours

“…But do you know what kind of Twitter user you are?…”

Yahoo asks you to Identify your Neuropersona affinities OR which behavioural masks feel comfortable to wear.  http://personati.wordpress.com
“…we’ve developed a Facebook quiz that acknowledges that there’s more than one side to each of us. In our Split Personality…”

Which Neuropersona Mask?

A behaviour declaration is another way to understand the mask worn.

“…* Matchmaker – You pass along lots of URLs to make sure everyone’s connected…”

OR cut to the chase,

“…you’ll answer ten multiple-choice questions to determine whether you’re more like Tiger Hilfiger, Galileo Cronkite or Bono Rockefeller (etc.). And then we’ll suggest websites to add to your Yahoo! Homepage that match your dueling passions. What’s your split personality?…”

http://www.SpeedSynch.com acts as a CONTENT or PRODUCT off-ramp to PERSONAE.

It aligns content or products to customers-more sales, more customers or both.

OR

http://www.SpeedSynch.com acts as a CONTENT or PRODUCT on-ramp for PERSONAE.

It aligns customers to content or products-easier or faster NAVIGATION or both.

Navigation is facilitated by stories, one word or more, and images.

Brilliant value is created by combining stories and numbers to facilitate navigation from two simultaneous perspectives.

The forward value created by navigation and process flows will be explored next time when we look at the story of Jewellery repair and FedEx.

What’s your social mojo?Posted: 13 Aug 2009 10:08 PM PDT As Twitter becomes more mainstream, everyone and their mother (and grandmother… and mayor… and daytime TV host) is trying their hand at the tweet. But what they might not realize is that how you use Twitter can say a lot about you.

In honor of our new Yahoo! Homepage, which was designed to be customized to reflect your true personality, we’ve launched a new tool that helps you analyze your social mojo. Just enter your Twitter username and our highly scientific pipe thingy goes to work to determine exactly what kind of Twitter persona you possess. You might be a:

  • § Headliner – You’re the star of the Twitterverse, have tons of followers, and have retweets the likes of Ashton Kutcher and Perez Hilton
  • § Crowd Pleaser – You use lots of hashtags and are in on all the hot conversations
  • § Cheerleader – Retweeting is how you roll
  • § B.F.F. – Your volume of @replies makes you everybody’s best bud
  • § Party Animal – With so many followers, you’re the life of the party
  • § Private Eye – Like any good investigator, you’re following a boatload of people
  • § Concierge – You live for links and sending people to the best stuff
  • § Word Whiz – You’re a natural wordsmith and make the most of your 140 characters
  • § Lone Wolf – You’re more of a low-profile type (some might even accuse you of lurking)
  • § Name Dropper – You use lots of @names when you tweet
  • § Matchmaker – You pass along lots of URLs to make sure everyone’s connected
  • § Wall Flower – You don’t tweet much but you’re still in on the party
  • § Novelist – You have a lot to say and tweet with a lot of characters to prove it
  • § Shadow – You follow lots of people like a good shadow would
  • § Scenester – If there’s a hashtag conversation happening, you’re there
  • § Tweethead – Your high number of retweets shows you like to spread the good stuff

 
And once you get your assessment, we suggest a number of related websites that you can add to your very own Yahoo! Homepage to help feed your mojo.

Give it a try — http://yahoo.knowyourmojo.com… and then tweet about it. (And be sure to follow us on Twitter — we’re a Concierge.)

Nicki Dugan
Blog Editor

 

 

Go to www.adscenario.com and ask us how Yahoo’s use of Neuropersona masks can help you!

Cheers,

Nick www.neuropersona.com www.speedsynch.com

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

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

Monkey See, Monkey Do

Scientists tend to place considerable emphasis on something called the ‘MIRROR TEST’ where one animal, perhaps a monkey, sees another monkey doing something and same parts of the brain of both monkeys becomes excited, the one doing the action and the one observing.

There are a number of simple ways to explain this without the baggage of science. 

  1. Living vicariously through the exploits of someone else. 
  2. Envy
  3. I saw someone do it and therefore I know how to do it, whether it is climbing a mountain or doing a double reverse dunk on the basketball court.

Why is this important to Marketers?

Apparently they believe that if they can stimulate the brain of someone with a message that excites the same part of the brain as someone who ‘recommends’ a product the message has been successful.  A considerable amount of energy and ‘science’ is devoted to ‘proving’ which messages will excite the part of the brain necessary to stimulate the buying public.  fMRI machines and EEG techniques are touted as often as possible andreams of academic tests are quoted to achieve the desired result.

What is worse, look at the number of academics enrolled in or teaching fMRI applied to marketing. 

Monkey see, Monkey do.

Be careful of this simple outlook especially if you spend money with marketers.  You may be the real monkey in the interaction.

Cheers,

Nick www.scenario2.com

Market THIS

Why do we use the word NEURO?
Partially fad, partially truth, but mostly because the value of marketing is connecting stories of products to stories of buyers or consumers.

Does NeuroScience Marketing exist? No, it is a label, but PERSONAE act like they have DNA so NEURO fits here.  Marketing is also a label, it describes behaviours and this leads us to the value of Personae or different Persona.

A Persona is a mask that is made up of stories and processes that illustrate Persona behaviours, past, present or future. While a PERSON can many PERSONA masks,  a PERSONA mask doesn’t representing a person.

You can market to a mask and marketing to a mask means accomodating PERSONA BEHAVIOUR regardless of the PERSON behind the mask.  The PERSON behind the mask can remain anonymous and will respond to products that accomodate their behavioural needs.

Consider successful web sites and why they are constructed to accomodate Personae rather than marketing groups. Behaviours span groups and there is no better way to serve people than by letting them choose options to accomodate their behaviours.

Cheers,
Nick www.scenario2.com

EXPAND your BRAIN!

For centuries storytellers have been expanding perspectives with their craft but there is a physical impact of stories.

Tell a proper story to a child, ideally one that is about an hour long, and they will literaly become the story. After a few tellings the story provides them the ability to remember rich story lines and complex relationships outside of that story.

Even though it is a short story look for “The Three Thieves” which is an older and raw version of “The Emperor has No Clothes”.

A rich story, the longer the better, expands brains.

Cheers,
Nick http://www.scenario2.com

Persona, DNA and the Buyology Myth

A Persona is a mask that represents stories and behaviours linked to people and may be worn or discarded at will.  A person may wear many Persona masks during their day and as professionals who serve we would do well to pay attention to the Persona behaviour of our clients which can change quickly rather than our perception of their physical behaviour which we will never truly understand.

This is in stark contrast to the marketing notion of market segment labels and behaviours, even in it’s most recent innovative incantation, Buy-ology.

As we explore the concept of Personae, behaviours and stories that span Persona masks to mimic human DNA we must consider that the concepts central to understanding behaviour are thousands of years old.  These ancient ideas are finally being ‘re-discovered’ in different forms.

Some unique and interesting work has been done by Luca Turin where he makes the link made between the senses of smell, taste and the neurology of memory as well as human behaviour.

This is a breath of fresh air compared to the simplistic idea of Buyology where there are plenty of labels or rather re-naming of old and somtimes confused ideas.

For those interested in exploring further I posted a quick response with a cultural knowledge reference in Australia currently the home of the Buyology author.  While I believe the stories are entertaining, they appear to highlight Buy-ology as original and new.  In addition to Turin’s work consider the concept of navigation which is important to people in many ways.  If we are exposed to a new story with two or more simultaneous perspectives it becomes easier for us to remember and understand where to place the new story in our storage of ideas and experiences.  This is a simple navigational construct.  Buy-ology places significant value on exposing messages to people combining scent, auditory, written or observed behaviour.  More than one makes it easier to understand. Turin says it better and while he takes credit for connecting smell with sound related to smell, I believe that he doesn’t dwell on the obvious.

Make your own conclusions after reading, it will be worth your time.

Cheers,

Nick  www.scenario2.com