Sequencing the ‘Dairy Mind’ Using Mind Genomics to Create an “MRI of Consumer Decisions”

Abstract

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.

Communication Styles Regarding Child Obesity: Investigation of a Health and Communication Issue by a High School Student Researcher, Using Mind Genomics and Artificial Intelligence

“…a person to a mind-set for purposes of general understanding 'how to communicate' that we now turn. During the past several years, the notion of developing a personal viewpoint identifier has come to the fore for a variety of issues [18,19]. The rationale for the of a personal viewpoint identifier, or indeed, for any typing tool is that once the science is established, those who need to know what to communicate are given actionable suggestions.…”