Helping Marketers Get into Customers’ Minds

What is it that makes one decide in favour of or against a brand or a company? Is it the explicit marketing claims for that specific brand that compel an individual to make up their mind about whether or not they prefer it?

In most scenarios, the answer to this question remains a ‘no’. Instead, it’s the implicit brand associations that come top of mind, below conscious awareness that drive decision making for 95 per cent. Unfortunately these implicit associations are ‘noisy’. Daniel Kahneman, the Nobel prize winner in Behavioural Sciences in his latest publication, Noise: A Flaw in Human Judgement, precisely defined this. Kahneman emphasizes that noise—the variability in decisions arising in systems meant to produce uniform judgements— leads to varied human judgements about the same subject or brand. However, what if there is a way to decode implicit brand associations that an individual has formed and better understand behaviour?

This is precisely the area that Mindspeller decided to explore using AI to get into the customer’s mind. The company brings a neuro-semantic AI solution that reduces harmful, unintended noise in marketing communication by tuning campaign content to signal only the intended brand association.