Mindspeller Association Score (MAS)

 

Your unconscious is not unintelligent

Professor Neil Levy, Head of Neuroethics at the Florey Neuroscience Institutes and Director of Research at the Oxford Centre for Neuroethics

 

Brands become top of mind primarily via your unconscious, associative mind. In fact, your ‘autopilot’ mind usually shortlists brands almost effortlessly to make up your consideration sets in an instinctive, intuitive manner. Only thereafter, your rational mind kicks in to evaluate brands using more cognitive consideration and requiring more effort.

Consumer neuroscience teaches us that your intuitive, unconscious mind is not unintelligent at all. Our conscious minds, where the thoughts we are aware of are developing, can handle only very limited information compared to all the processing occurring in our brain of which we are not aware. Indeed, we seem to process the information overload coming at us on a daily level unconsciously or on 'autopilot', without much effort compared to the effort it takes to process information on a very rational, logical manner. If we would have to process all information coming at us consciously, we would be agonizing over every small decision we make. 

Mindspeller developed the world’s largest unconscious or ‘implicit’ brand association map that correlates with electrical activity in the brain. This map helps connect brands with their target audience by using natural language processing techniques to retrieve, group and predict content associations and their emotional affect in semantic contexts. We use graph-based artificial intelligence techniques to develop marketing decision support applications.

 

Traditional search engines use web crawlers to index content based on keywords. This has proven an effective technique to search the world wide web to find more information about a specific topic you have in (rational) mind. 

However, in case you are unable to articulate, for instance, the perfect gift you are looking to buy for your special friend, or in case you want to explore and discover new brands on the web, traditional search engines and advertising platforms may fall short. 

Mindspeller has developed a more intuitive search technology platform that allows your target audience to discover brands based on pictures, worth a thousand (key)words.  We ask thousands of real humans (not machines) on a daily basis to provide spontaneous associations with brand related stimuli and discovered a way to correlate these associations with split second electrical activity in the brain (below conscious awareness). 

This allows us to match brands with their ideal customer profiles, which generates a boost for their conversion rate. 

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