The foundation of our Genius Group product suite is grounded in the science, research and patents of Dr. Howard Moskowitz.
Dr. Moskowitz developed the concept of creating an organized way of testing multiple combinations of features, tastes, messages, products etc. to determine which ones resulted in the highest and lowest satisfaction ratings. He called this experimental design.
Through his method of experimental testing, Dr. Moskowitz has contributed many advances to the food industry including: Cherry Vanilla Dr. Pepper, Campbell’s Soup varieties, Vlassic Pickle combinations, pulp in orange juice and many more. He is world renowned for his expertise in food optimization.
His research on Prego spaghetti sauce, revealed a significant customer preference for an “extra-chunky” formulation, changed the way we buy spaghetti sauce forever. You can find out more about Dr. Moskowitz’ research on this link:
During these years, Dr. Moskowitz discovered just as much about humans and decision making as he did about food. He uncovered two absolutes about human shoppers:
- People don’t always know what they like until they see it, hear it or taste it.
- You can’t simply ask them what that is, you have to uncover it.
Since then, these same principles have now been successfully applied to many consumer products and services. We have refined Dr. Moskowitz’ science discoveries into accessible models that literally put the power of a Genius into the hands of our customers.
The Creation of a Genius Model
The five simple questions that make up the Customer Connect survey are derived from many hours of research, data analysis and modeling. The ultimate goal is to empower the sales person with extensive research knowledge and experience through the simplicity of the Genius Customer Connect Questionnaire.
The process to creating the intelligence behind The Genius Group was designed by Dr. Moskowitz and his team of data scientists. Through his patented steps, we create models that are specific to each industry we are working with.
Here is an overview of the steps we take to create the individual models and ultimately the Customer Connect Questionnaire and typing tool:
- Define the Challenge – in each case, it is important to clearly define the desired outcome (for example: uncover a customer’s motivation to purchase a vehicle).
- Understand the Current Market Messaging – next, we scour the market to collect marketing messages that the collective industry is telling consumers. What are customers hearing now about that particular service or product across social advertising, direct mail and all other forms of outbound media. These messages become the basis for the test.
- Create the Experimental Design – similar to ingredients for a sauce, these messages are categorized into subject groups and then assembled into various combinations using a proprietary algorithm.
- Test the Combinations – This is the “taste test” part of the process. Through a web survey, many combinations of messages are tested against an anchor question (e.g. “Based on the above messages, how likely are you to buy a car?”). The consumer taking this survey is shown a predefined number of different combinations of messages and asked to score each set based on their level of interest in that combination. The goal of this survey is to estimate the contribution of each individual statement to the score a consumer assigns (higher or lower degree of liking). Note: this is not the Customer Connect Questionnaire, but a much longer research survey conducted in a very scientifically controlled environment that ultimately defines the CCQ.
- Analysis – When the survey study is completed, we run various automated statistical calculations to identify attitudinal segments (types) that reveal patterns of statements. IN other words, we identify groups of messages that are appealing to groups of individuals. It is important to note that these segments, or types, span all traditional demographic groups of people (age, gender, income, etc.). So, two customers that “look” the same, will likely belong to two different segments.
- Creating the CCQ – Once the key customer types have been identified and their associated messaging prioritized, we use additional statistical tools to identify the fewest possible number of questions that can be asked, that result in the highest likelihood of correctly identifying a customer type. This becomes the Customer Connect Questionnaire (CCQ). Behind the answers are the algorithms that deliver the correct customer type at the completion of the survey. The CCQ enhances successful sales by clearly revealing how specific factors drive customer acceptance and rejection. By following the prioritized messaging for each customer category type, you will have specific actionable directions, even if there is no inkling about where to start the conversation.
- Creating the Typing Tool – in some cases, it is advantageous to use the model to identify groups of individuals at one time, so completing the CCQ is not practical. For this, we create an additional set of processes that allow us to type any number of prospective customers that can then be communicated to on an individual basis. This typing tool is used for areas including direct mail, outbound call center marketing, and national database typing.