OUR POV: THE MMR BLOG

MMR Partners with TriggerPoint Design

By Bill Denk, Managing Partner

MMR is excited to officially announce our partnership with TriggerPoint Design, the leader in behavioral research and design. In collaboration with TriggerPoint founder, thought leader, and soon-to-be author Will Leach, MMR is now helping clients identify & influence the nonconscious behavioral factors that guide consumer decision making.

We pride ourselves on adopting innovative research tools which deliver real business impact in our client engagements. Working together with TriggerPoint, we can now go further than ever to help client companies understand how people’s mental models & decision environments work together to drive their behaviors, and MORE IMPORTANTLY, how to influence those behaviors via Behaviorally Designed marketing communication & innovation.

One especially notable development in our collaboration with TriggerPoint is the opportunity to introduce more MMR clients to Rapid Mind State Profiling (RaMP™), the 2017 Explor Award-winning methodology. RaMP™ is a proprietary, quantitative research tool which uses a projective, modified pair-wise methodology to rapidly uncover customer mind states (motivations, regulatory approach, emotions, and possible mental models). Importantly, RaMP™ produces behavioral insights about consumers which leads to the creation of a “Behavioral Activation Brief.” The Behavioral Activation Brief is used to direct new creative strategies and specific marketing tactics designed to influence new behaviors to drive your brand. Over the last 9 months, MMR has worked closely with Will and his team during an active beta testing phase of RaMP™ to validate and refine the measurement approach and the design of Behavioral Activation Briefs.

RaMP™ in Action – Mind States in the Pet Behavior Products Category

Upon recognizing the opportunity to better define the Pet Behavior products category for consumers and retailers (e.g., chew toys, calming sprays, shock collars, etc.), a manufacturer of pet health products saw a marketplace opportunity to move from its current private label strategy to having a branded pet behavior product line. After consulting with this client to identify the initial branding and marketing decisions that would go along with this strategic shift, MMR recommended use of the RaMP™ methodology. It seemed like the right fit because it would deepen this client’s understanding of “pet parent” consumers, in particular, the pre-dominant goals and non-conscious mind states in play when considering and purchasing pet behavior products.

The RaMP™ methodology revealed the two most common mind states in this category, as well as in-depth motivational and emotional profiles of these mind states. Armed with the Behavioral Activation Brief created from RaMP™ insights, this MMR client now had a framework for developing a consistent marketing story which was tightly aligned with the goals and non-conscious motivations of pet parents. Specifically, this client was able to:

  • » Create a new brand name for the pet behavior product line
  • » Craft a new visual brand language through packaging graphics to tap into the top motivations
  • » Segment its product line around the way consumers think about pet problems
  • » Recommend a shelving strategy to retailers
  • » Create a digital marketing creative and content strategy
  • » Develop POS materials to motivate the predominant mind state profiles

 

Coming Soon… “Marketing to Mindstates”

Marketing to MindstatesWe noted that Behavior Design thought leader and MMR partner Will Leach is about to become an author – on October 30th, 2018 his new book Marketing to Mindstates” will be hitting Amazon and Kindle.

In the book, Will reminds us that our nonconscious mind will filter out more than 99 percent of marketing we “see” today. Traditional marketing simply doesn’t work in today’s complex world. To reach today’s consumers and influence their purchases, marketers and market researchers need to understand and harness the power of applied behavior psychology and behavior economics to break through these nonconscious filters and drive purchase behaviors—a process called Behavior Design. In “Marketing to Mindstates” Will demystifies this nonconscious filter and explains how to bypass it, introducing readers to temporary moments of influence called mindstates. Using his Mindstate Behavioral Model, he shows you precisely how to create behaviorally optimized messaging designed to activate these mindstates and trigger real emotional engagement.

With Marketing to Mindstates” researchers and marketers will finally have a practical guide to creating behaviorally designed marketing that psychologically breaks through your customers’ nonconscious filter to drive new behaviors and topline growth. We encourage all our friends in marketing and in research to be sure to get a copy of Will’s book and share it with a colleague; you will find it to be both enlightening and enjoyable. We will definitely be recommending it on Goodreads!