The Mindsight Method is a qualitative segmentation tool that integrates the consumers’ psycho-emotional analysis to gain true insights that allows us to design innovative strategies, for products, brands, services and communication in a hyper-segmented and effective manner.
Not all people are the same. In the post-demographic era, consumers are segmented by their passion, lifestyle and personality. If we want to truly reach them it’s necessary to understand the needs behind each community.
The Mindsight Method is based on the idea that each and every personality can be segmented into 4 personality types: red-innovative, yellow-creative, green-social and blue-traditional. Brands that are able to answer to each personality are those that leed and manage markets. Do you want to be one of them?
Mindsight Method
Método Mindsight
- Innovative: Rational, demanding and critical consumers. Looks for top brands that invest in R+D and provide quality products. They prefer product over experience.
- Creative: Imaginative and innovative consumers that search for fun, humor and experiments. Adores brands that are able to go out of their comfort zone by taking on daring and transgressive initiatives.
- Social: Consumers that are influenced by their community. They choose popular brands that are socially well-known and those that provide peace-of-mind and security.
- Traditional: Rational and analytic consumers. Looks for coherent brands that are transparent and loyal to their community and themselves, and above all those that are not influenced by trends.
Mindsight Method
Once we have identified the behavior profiles of each category, we match the data from the segmentation to the brand’s dimensions in order to develop a personalized communication strategy.
-
Trends and Innovation
We research the most relevant consumer trends of the category in order to detect business and brand opportunities. -
Drivers and Consumer
We understand that emotional and/or rational needs prevail in each segmented area to create a unique experience. -
Communication Strategy
We choose the best concepts, format and We choose the best concepts, format and the most personalized communication strategy. -
Brand Personality
We match the brand archetype up with different behavior profiles.