We present the research methodology that generates an integrated database of the mind of a dairy consumer, regarding nine different dairy products. The set of studies deals with a variety of end products, presenting alternative messages about each product. Respondents rate combinations of messages, that is, vignettes, which are created using an advanced form of conjoint analysis. OLS (ordinary least-squares) regression is used to deconstruct the ratings at the level of the individual respondents, producing a coefficient value for each message that was tested. Cluster analyses revealed three distinct mind-sets around dairy products: a strong focus on flavor, a strong focus on health, and a strong focus on price. This chapter demonstrates how the science of Mind Genomics is further applied through a typing tool, known as PVI (personal viewpoint identifier). The PVI is able to identify the mind-set of any individual that provides a binary response to six short questions. The chapter concludes with a vision for the future of the Mind Genomics research methodology in the fields of science and business.

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Little is known about the attitudes and perceptions towards dietary sugars in Canadian adults. The objective of this study was to use rule-developing experimentation (RDE) to identify consumer mindsets related to dietary sugars in 18–50-year-old Canadians. Following an isomorphic permuted experimental design, participants (n = 269) each rated a unique set of 24 scenarios, each consisting of a distinct mixture of two to four messages about dietary sugars on a 5-point scale. A regression model was created for each respondent, identifying the value that each respondent attributed to each of the 16 messages. K-means clustering revealed three distinct mindset groups as follows: “Sugars Beliefs” (MS1), “Trend Analysts” (MS2), and “Health Seekers” (MS3). In conclusion, this study found that RDE is a useful methodological approach for evaluating how consumers think about dietary sugars and revealed mindset-specific messages that matter most to people who differ in their attitudes toward sugars.