Modeling the Consumer’s Mind

Marketing, at its heart, is communication. It is about building relationships between consumers, with their needs and desires, and products or solutions. In this talk Mathieu Bertin will present the research efforts of Synergy Marketing, Inc. (wholly owned subsidiary of Yahoo! Japan), in understanding the consumers’ mind and values, and studying how communication can be built in efficient ways between companies and customers.

Activity of the R&D group is organized along several distinct themes. The main research axis is the modelling of the consumer mind. From an extensive data collection using both qualitative and quantitative approaches were defined a series of psychographic measures, organized along personality traits, resources, and social environment. These measures allow to group consumers in twelve general segments (the Societas model), and to link behavioral data from very diverse sources, from purchase history to web logs or microblog messages.

Another focus is neuromarketing, the use of tools and knowledge of neuroscience to better understand consumer behavior. An important challenge is how data from different biometric sensors (brainwave measurement, facial coding, reaction time, etc.) can be integrated in a comprehensive view of a consumer’s reaction to a given marketing message.
Study is also conducted on communication itself, how words are related to the speaker’s values, and how they can be tuned to design more efficient marketing messages. The lecture will finally present the research activity conducted on a number of social issues, such as the promotion of the various Japanese regions and localities, or the evolving needs of the rapidly aging Japanese population.

Mathieu Bertin is the leader of the neuromarketing R&D team of Synergy Marketing, Japan. An expert in the fields of marketing, machine learning, and brain science, his research focuses on the understanding of the fundamental human drives hidden behind the behavioral data usually available to marketers. He holds a Ph.D. in artificial intelligence applied to neuroscience from the Pierre et Marie Curie University in Paris, France. He is at the forefront of the development of the global neuromarketing community, and has been elected local chair for Japan in the Neuromarketing Science and Business Association.

All are welcome, there is no registration.

Further information about the event: Fumiko Kano Glückstad, fkg.ibc@cbs.dk