Wallace & Washburn Associates LLCWallace & Washburn Associates LLCwww.decisionmode.comwww.decisionmode.com

1770 Massachusetts Ave, Suite 177, Cambridge, MA 021401770 Massachusetts Ave, Suite 177, Cambridge, MA 02140Tel: 781-235-8882 Cell: 781-799-5444Tel: 781-235-8882 Cell: 781-799-5444

Logic vs. Intuitive Decision Making:Research Reveals Major Marketing Opportunities

DecisionSCAN

Wallace & Washburn Backgrounds

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Kim Wallace

NCK, SSC&B (Noxzema, Colgate Palmolive)

Arnold/HBM (Salada, General Mills)

Radcliffe Seminars faculty

Top 5% LinkedIn Profile Kim Wallace CEO

Harry Washburn

• Harvard Extension School faculty

• Benton & Bowles (General Foods)

• Harvard Business School

Faculty 20 Years

Co-Authors

• Top 1% in Amazon sales

• Published in 4 languages

• 3 Decision Making Modes

Kim Wallace Harry Washburn

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“Lively, lucid, smart and on target. I’m impressed.”

Ted Levitt, Dean Emeritus, Harvard Business School

“ The most pragmatic book on consumer marketing in years!” Amazon.com

Representative Clients

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Changes Due to Internet World

* New consumer freedom now due to empowering Internet experiences.“Within a few years the Internet will turn business upside down. Be prepared-or die.” Matthew Symonds, The Economist 1999

* Change from PUSH (TV, radio, etc.) to PULL online. “Thanks to the Internet, car buyers now hold the cards.”-Boston Globe 2013

* Greater need to measure customer experience. “Your customers’ perceptions of their interaction with your company impacts

your bottom line. You NEED your customers more than they NEED you. Even investors reward customer experience leaders!” –Forrester Research 2013

* Major shift from rational to emotional (intuitive) customer research. “The industry will shift from questioning to discussing, insight to forecast, rational to emotional.” - StrategyOne, Washington, D.C.

DecisionMODE Step 1: What’s the target audience’s primary modality?

DecisionMode Car Buying Question

Q: If you were buying a car today, what in your opinion, would be the most important factor? (Pick one)

• It looks great?

• It feels great to drive?

• It makes logical sense?

Thinkers (20%) “It makes logical sense.”

•Thinking, reasoning, answers,

details, numbers, planning

•Careful, thoughtful Steve Jobs

decision-makers

•Favorite Words: “Think, hear, sounds, logic, future, know, understand”

T

Visualizers (50%) “It looks great.”

•Quicker decisions

•Interested in the features and benefits

•Favorite Words: “See, look, Ralph Lauren

show, picture, focus, perspective, impression”

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Commanders (30%) “It feels good to drive.”

•Ready, fire, aim•Team leaders/players Oprah Winfrey

•Favorite Words: “Feel, sense, touch, hit, tackle, win, team, power, people”

Step 2. Determine the most powerful trigger words using text analytics.

“Trigger Words”

Intuitive Feelings

Logical Thinking

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Major Packaged Goods Example:

Determine the trigger which will motivate consumers to request a prescription from their dentist.

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Q. In your opinion, what would motivate you to ask your dentist for a prescription?

You have possible damage to the bone, the tooth, you should do something about it in advance and try to stop it from ever reaching that point, and this is one way to do it. Certainly a deterrent to it, and so, yeah I would think that somebody who has that problem, that kind of a picture would catch their eye, especially is they saw red blood. I do have you know, if I brush my teeth hard enough or my gums, I do get bleeding sometimes. When I go to the dentist and I have my teeth cleaned, I bleed fairly well I guess. I do my share of it. I haven't been told that I have gum disease or anything, but I, you know, maybe that's something that could stop it from happening, if there's any indication at all that it might be there. That's something that if I thought I could use that and it would help the situation, sure. Without even thinking about it too much, and I think you…

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The Mouthwash Words Assembled The Mouthwash Words Assembled Raw VerbatimsRaw Verbatims1111

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Determine Word FrequenciesDetermine Word Frequencies2222 DecisionScanDecisionScan

You have possible damage to the bone, the tooth, you should do something about it in advance and try to stop it from ever reaching that point, and this is one way to do it. Certainly a deterrent to it, and so, yeah I would think that somebody who has that problem, that kind of a picture would catch their eye, especially is they saw red blood. I do have you know, if I brush my teeth hard enough or my gums, I do get bleeding sometimes. When I go to the dentist and I have my teeth cleaned, I bleed fairly well I guess. I do my share of it. I haven't been told that I have gum disease or anything, but I, you know, maybe that's something that could stop it from happening, if there's any indication at all that it might be there. That's something that if I thought I could use that and it would help the situation, sure. Without even thinking about it too much, and I think you. u , I do get bleeding sometimes. When I go to the dentist and I have my teeth cleaned, I bleed fairly well I guess. tooth, you should do something about

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Analyze Trigger Words Analyze Trigger Words 3333 Trigger WordsTrigger Words

Prescription Mouth Wash: Results

Objective Find key “trigger” words

Data Source Audio taped focus groups

Question “What do you feel would motivate you to take action?”

Logic vs. Intuition

Avoid pain/expense “Bleeding gums is a problem!”

VERBATIMS SCAN FREQUENCYgum/s 132bleeding 80problem 38

ThoughtTalk“If I have persistent bleeding gums I’d want it.”“Bleeding does show there’s a problem in the works.

Results

The product was successfully launched nationally with TV and print ads featuring a dentist referring to “bleeding gums" and pointing to a tooth illustration with a blood red gum line. The brand went national successfully in one year.

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Step 2:Determine the target audience’s key modality in this situation?

Public Relations Example: National Car Wash AssociationObjective Determine how frequent car-washers justify the expense

Data Source Intercept interviews at car washes

Question “In your opinion, what is there about getting your car washed that justifies the price?”

Logic vs. Intuition

The vehicle looks better “I feel better in a clean car.”

VERBATIMS SCAN FREQUENCYfeel 122 good 89better 256

ThoughtTalk“I actually feel better when my car has been washed.”“I feel good when my car is clean.”

Results

Press releases issued nationally. The “feel good” story (Commanders) was picked up by hundreds of publications including the Wall Street Journal and Forbes. Reaction so successful website changed to www.cleancarfeeling.com. 18

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Results: National PR stories, a new “Feel Good” poster campaign and a new online address (cleancarfeeling.com)

PUBLIC RELATIONS 19

Philanthropy Example: WGBH-TV Fund RaisingObjective Motivate viewers to pledge more money

Data Source Groups plus surveys among WGBH non-giving viewers

Question “What in your opinion would motivate a pledge?”

Logic vs. Intuition

Maintain our high level of “If you think your pledgequality programming is unimportant, Think Again.”

VERBATIMS Scan Frequencythink 46give/ing 32about 23

ThoughtTalk“I think they’re doing well already without my pledge.” “I think I’d give if I thought there was a crisis.”

Results

A new Thinker-based campaign was launched: “Fewer than two out of ten viewers support WGBH, so if you think your pledge is unimportant, Think Again!” Mail-in “white mail” pledges increased 91%. Rolled out nationally.

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Sports Branding Example: Okemo Ski Area: Branding

Objective Determine best positioning for skier families

Data Source Online research among 3,950 skiers

Question “What in your opinion would you say to recommend Okemo?”

Logic vs. Intuition

A Great Family Mountain “Great snow. Great fun!”

VERBATIMS ThoughtScan Frequencyfun 209 family 168snow/conditions 114

ThoughtTalk “Great snow means fun for everyone.”“Family fun is in the skiing, not sitting in the lodge.”

Results

Okemo now promotes “The difference is snow.” The logical support is Ski Magazine’s #1 ratings for grooming because it’s the only mountain in VT that grooms trails twice a day. Visitations continue to increase significantly.

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Education Tag Line/Branding Example: Northeastern University

Problem Determine the most powerful message for admissions

Data Source Surveys of students, parents, staff, alumni and prospects

Key Question “What would you say to recommend Northeastern?”

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Q. What in your opinion what would you say to recommend Northeastern University?

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TRIGGER WORDS TRIGGER WORDS DECISIONSCAN DECISIONSCAN FREQUENCYFREQUENCY

coop 149

good 134

program 114

education 78

enter 76

work 75

job 72

get 22

contacts 15

something 16

occupation 35

employment 24

people 21

Northeastern University

ProblemDetermine the most powerful brand position and tag line for admissions

Data Source Surveys among staff, faculty, grads, students, parents and prospects during 1986.

Question“In your opinion what would you say to recommend Northeastern over other schools?”

Logic vs. IntuitionA hands-on educational “Education that Works”experience

DecisionSCANVERBATIMS SCAN FREQUENCYco-op 149experience 114work/job 107

Trigger Words“Their co-op program gives experience.”“With co-op you can get a better job.”

Solution

The “Education That Works” tag line was created, incorporating key trigger words. Used for over 25 years. Over 46,000 applications were received last year, elevating NU to the top 3 universities nationally. 25

Additional Case HistoriesChristmas Tree Shops tag line/ad campaign pg. 28

International Consulting Firm 29

Progress Software global branding 30

Kaspersky Anti Virus Software advertising 31

Homeland Security PSA messaging 32

Beth Isreal Hospital merger name 33

Medisense monitor new global product name 34

Rockport Shoes new product development 35

WGBH Public Radio philanthropy 36

BASF BioTech Public Relations messaging 37

Berklee Online School of Music global branding 38

Wallace & Washburn Contact Information 39

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Retail Advertising Example: Christmas Tree Shops

Objective Determine most powerful advertising/media approach

Data Source Written staff surveys/customer interviews

Question “What positive feels or emotions come to mind when you think of shopping at Christmas Tree Shops?”

Logic vs. Intuition

Save money “Don’t You Just Love (finding) a Bargain!”

VERBATIMS Scan Frequencybargain/s 57fun 25love/like 17

ThoughtTalk“I love to search out the bargains they offer. It’s fun.”“Bargains, low prices and fun outing with friends.”

ResultsAgency developed successful testimonial TV campaign with the theme “Don’t You Just Love A Bargain”. Used for 10+ years leading to $800 million acquisition by BB&B.

27 TAG LINE

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B to B Branding Example: Consulting Firm

ObjectiveDetermine what current and prospective clients want most in outsourcing new product development.

Data SourceTelephone surveying of current and potential clients who are key decision makers

Question“What, in your opinion, would motivate you to consider using outside consultants in new product development?”

Logic vs. Intuition

Experienced consultants “Time Effectiveness”add expertise (not cost effectiveness)

VERBATIMS Scan Frequencyfast /er 37marketplace 33first 22

ThoughtScan“I want to get to the marketplace first with a good product.”“If you get to market first you make the money.”

ResultsThe firm changed it’s mantra to “Time Effectiveness,” from “Cost Effectiveness” with extremely positive results. “Time Effectiveness” was applied to downsizing too.

BUSINESS TO BUSINESS 28

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Technology Branding: Progress SoftwareObjective Determine most powerful global brand message

Data Source Surveys among current and potential customers

Question “In your opinion, what distinguishes Progress Software?”

Logic vs. Intuition

Respected clients globally “Computing Independence”

VERBATIMS Scan FrequencyIndependent/ce 51computing 38platforms 37

ThoughtTalk“I can use Progress on different computing platforms.”“You’re independent. You can use it on other platforms.”

Results

The new “computing independence” brand position was launched successfully. Without the DecisionScan analysis the agency would have focused more on independence and freedom. 29

TAG LINE

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Technology Advertising: Kaspersky Anti VirusObjective

Determine image of founder (Kaspersky) and possible use in advertising/public relations

Data Source Online surveys among potential U.S. customers

Question “What’s your reaction to ads featuring founder?”

Logic vs. Intuition

Kaspersky is proven in Europe “He’s very believable”

VERBATIMS Scan FrequencyKaspersky 51believable 39respected 34

ThoughtTalk “I’ve heard the Kaspersky name. He’s very believable.”“I respect his philosophy. He sounds quite believable.”

ResultsLaunch with advertising and public relations into the United States incorporated the founder (Kaspersky).

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PSA Messaging: Homeland SecurityObjective

Create messaging that prompts Floridian consumers to get better prepared and download tips on the website.

Data Source Surveys among current and potential customers

Question“What in your opinion would prompt you to get better prepared for, god forbid, a terrorist attack?”

Logic vs. Intuition

Get prepared better when you “Do it for the kids.” are not in a crisis situation. (They’d be helpless.)

VERBATIMS Scan FrequencyPrepared 78Family/Kids 77Survival/Protect 68

ThoughtTalk“Get prepared and protect your family.”“Do it for the kids and the family if not for yourself.”

Results

The new PSA message “Do it for the Kids” scored well with parents and singles. The impactful message generated over 10,000 downloads of “Top Tips for Survival.” A new web address was also added, www.mysafeflorida.com.

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Merger Name: Beth Israel Hospital/Deaconess

Objective Create new name for the combined entity of Beth Israel and Deaconess hospitals

Data Source Surveys among consumers (patients and non)

Question “What words, thoughts or feelings come to mind when you hear the name Beth Israel Hospital?”

Logic vs. Intuition

Two of Boston’s Best “The CareGroup”Hospitals Combine Resources

ThoughtTalk“Beth Israel has caring nurses who treat you special.”“It’s the nursing care at BI that makes it so special.”

ResultsThe name CareGroup was adopted to reflect Beth Israel’s perceptual strength: caring.

32NAME TESTING

VERBATIMS BI MGH Brigham & Women’s

good/excellentcare/ingdoctors/surgeonsreputationmaternitynurse(s)

85724339 978

125 35 89 93 27 19

863236626946

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Global Product Naming: Medisense Blood-TestingObjective Determine most powerful name for Europe and U.S.

Data SourceOne-on-one interviews with diabetics in 8 countries including Europe

Question “What’s the most important feature of your meter?”

Logic vs. Intuition

Smaller, discreet, yet easy “Precise Readings”to use.

VERBATIMS Scan Frequencyprecise 35accurate/acy 23exact 11

ThoughtTalk“Indicates a precise reading.” – U.S.“Sounds like pretiosen (jewels)” – Germany“Precisia is good . I want exact accuracy.” – Holland

ResultsThe Precision Q-I-D device successfully launched internationally with new name. Medisense was purchased within a year by Abbott Labs.

33GLOBAL NAME TESTING

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New Product Text Mining: RockSport Shoes

ObjectiveGenerate new products following the success of the RockSport comfort shoes.

Data Source Mail-in surveys in shoe boxes plus sales force.

Question“In your opinion, what’s the next new Rockport shoe you’d develop?”

Logic vs. Intuition More leisure shoes “Dress Sports”

DecisionSCANVERBATIMS Scan Frequencydress/dressier 35shoe/s 34lightweight 32

ThoughtTalk “Dress up RockSports with cordovans, wing tips.” “A comfortable shoe I can wear in the boardroom.”

ResultsRockport “DressSports” were successfully introduced in cordovans and wing tips.

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Philanthropy Example: WGBH-TV Fund RaisingObjective Motivate viewers to pledge more money

Data Source Groups plus surveys among WGBH non-giving viewers

Question “What in your opinion would motivate a pledge?”

Logic vs. Intuition

Maintain our high level of “If you think your pledgequality programming is unimportant, Think Again.”

VERBATIMS Scan Frequencythink 46give/ing 32about 23

ThoughtTalk“I think they’re doing well already without my pledge.” “I think I’d give if I thought there was a crisis.”

Results

A new Thinker-based campaign was launched: “Fewer than two out of ten viewers support WGBH, so if you think your pledge is unimportant, Think Again!” Mail-in “white mail” pledges increased 91%. Rolled out nationally.

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Public Relations Positioning: BASF Biotech

ObjectiveUncover possible negative reactions to proposed biotech plant site

Data Source Telephone surveys among location residents

Question“In your opinion, what’s your greatest concern regarding this new biotechnology site?”

Logic vs. Intuition It’s a drain on “Bio-waste expert hired fromlocal resources UMass Worcester with Harvard credentials”

DecisionSCANVERBATIMS Scan Frequencyconcern/ed 41waste 35dangerous 29

ThoughtTalk “What about dangerous waste disposal”“Accidentally releasing radioactive waste!!”

Results

BASF aligned itself with a bio-waste expert from Harvard University at UMass Worcester. This was included prominently in all press materials to allay potential fears. Plant constructed successfully.

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Advertising/Media: Berklee College of Music Online

ObjectiveDetermine how to increase online course enrollments among performers, songwriters, producers and teachers.

Data Source Online surveys among 765 students and prospects

Question “What in your opinion would you expect the benefit to be of taking courses online at Berklee music?”

Logic vs. Intuition Best Professors “Improve your musical skills”

DecisionSCANVERBATIMS Scan Frequencymusic/musician 172better 43improve 27

ThoughtTalk“I’ll get the knowledge to become a better musician.” “I can improve my skills by learning from the best.”

Results

The research has helped them get the messaging right and find student prospects online more cost-effectively with online media. Enrollment doubled years in a row.

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Wallace & Washburn Associates, LLCWallace & Washburn Associates, LLCwww.decisionmode.comwww.decisionmode.com

1770 Massachusetts Ave, Suite 177 1770 Massachusetts Ave, Suite 177 Cambridge, MA 02140Cambridge, MA 02140

kwallace@wallacewashburn.com 781-235-8882 Cell: 781-799-5444781-235-8882 Cell: 781-799-5444

For details please contact Kim Wallace:

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