Complete Minds

Mind Genomics - Voyage of discovery Experience the joy of discoveryIntroducing Mind Genomics – The science of the Mind, for discovering new ideas, learning about people, testing business concep...

Creating a Mind Genomics study via chatbot!
Obesity and the Food Industry and the Boogyman
Learn what people think and feel
http://bit.do/Obesity_Boogyman

Democratising research - BiMi Leap entering National University of Singapore!
Eric and his team are turning Asia into Mind Genomics power hub. Bravo Eric!

Informative Speech

Mind Genomics is an emerging behavioural science, which deals in the simplest format with the way people make decisions in situations with different aspects. The underlying principle for Mind Genomics is that by mixing different features of a situation, creating alternative ‘realities,’ and observing the decision a person makes, one can identify the criteria used by the person.

Peering Inside the Food Mind

Researchers at MindCart AI Inc, often use the phrase "cognitive richness" to describe the insight achievable through different experimental methods, where the purpose is to understand human cognition and behavior.

A/B testing, for example, yields insights that are low in cognitive richness - about 1%. That is, an A/B test tells us that there IS a difference between A and B, but it does not tell us WHY. The underlying motivations and the relevant patterns of thought are missing from the equation.

And yet, A/B testing is ubiquitous, in part due to its native availability in monopolistic technologies like Facebook and Google, but mainly due to a scientific fascination with significant differences.

Most researchers have an intellectual approach of "how is A better than B?" Not an engineering approach of how to solve problems, like how to get more people to take vaccines or how to encourage healthy eating patterns, but rather, what is needed to achieve significance?

Mind genomics offers a better way forward, with 99% cognitive richness rather than 1%. Insights produced by mind genomics are immediately digestible, without need for much more analysis, and therefore less additional inference beyond what the data presents.

Most new product launches fail for one major reason; not enough time was taken to understand the consumer.

Therefore, corporate 'innovation' is just a process by which the practitioner is made more ‘creative’; through self-fulfilling mechanisms like surveys and focus groups.

Although creativity is important for identifying the best product ideas, a better approach is to systematize creativity in a research driven machine.

The idea is simple, tear apart the product into its constitutive elements, mix and match them for presentation to the consumer, and search for the constellation of elements with highest coefficient values for a particular segment.

In steps:

1. Create a structure. Conceptualize the product as a matrix of elements.
2. Use well-accepted research methods such as conjoint analysis to identify how the different features of products drive interest.
3. Identify segments. Use statistical analysis to identify new groups of consumers with specific mind-sets.
5. Use statistical analysis to identify which elements score far better than one might expect (synergism), or far worse than one might expect (suppression).
6. Repeat until confident that the right mix of elements have been identified to ensure product innovation success.