Pre-MRMW North America Interview: Dr. David Forbes

Monday, July 2, 2012


Continuing in the pre-MRMW interview series, I got to interview Dr. David Forbes of The Forbes Consulting Group regarding his upcoming MRMW talk.  I’m particularly intrigued by his ability to garner emotional insight through new technology.  Here’s more.
RM: What are you most excited to share about with us at MRMW and why?  What difference could it make for your audience if they were to implement what you’ll be talking about?
DF: I am most excited to show people how the mobile implementation of our MindSight®  emotional discovery tool has a wonderful application to on-the-fly monitoring of service experiences.  I think this will open a new way for retailers to improve the quality of customer experiences by using strong-performing stores as “emotional experience templates” for the rest of the chain.

RM: Can you tell me more about MindSight?  I’m unfamiliar with it and am intrigued by the idea of an “emotional discovery tool.”

DF: MindSight® is a proprietary, easy-to-use market research technology that identifies the specific subconscious emotions driving consumer behavior. Using applied neuroscience, MindSight® uncovers authentic emotional insight from consumers before the rational mind can edit responses. It has been successfully deployed on a wide range of projects: from qualitative studies with a small number of consumers to quantitative initiatives with thousands of globally dispersed respondents.  MindSight® delivers results in real time and can be deployed on mobile devices, making it easy for respondents to participate in studies anywhere and anytime.
MindSight® is important because it is a fast, affordable, easy way to capture true emotional insight by avoiding the typical pitfalls of traditional market research techniques -- where individuals are unable, or unwilling, to describe their feelings.  The deeper emotional insights that come from MindSight® can powerfully energize business processes to become more emotionally driven and marketing initiatives to be more emotionally impactful.  From product development to packaging and advertising execution -- MindSight® can provide the foundation for true competitive advantage.

RM: What are you most excited to hear about from others at MRMW?  Why?

DF: Integration, integration, integration.  I want to be able to use GPS tracking to find consumers in the middle of a critical experience; I want to be able to push interactive survey experiences to these consumers; I want to let them upload videos as part of these survey experiences; I want to switch the consumer to a real-time qualitative interactions using Skype when triggered by certain survey answer types – I want to find the people who will let me realize the potential of all this great new technology NOW.

RM: Thanks for your time, David.  See you in Cincinnati. 

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