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Isobar Marketing Intelligence Practice

Company Description

Copernicus Marketing, along with Forbes Consulting Group, have joined Isobar to form our new Marketing Intelligence Practice. We bring together emotional, behavioral and cognitive sciences to better understand consumers and, with the creative energies of our parent, to inspire innovative strategies for a constantly evolving digital marketplace. We are pioneers in understanding and activating consumer emotions, using advanced methods such as our award-winning neuroscience, MindSight® For marketers, emotion science holds the key to creating an urge to own, and for building the affinity that makes a brand not just a product, but a part of the consumer’s identity. We mine the rich data on consumers’ activities and lives, applying predictive models to 1st and 3rd Party databases, revealing the increasingly intricate patterns of consumer behavior in today’s complex marketplace. We are experts, of course, in surveys both small and large, understanding how consumers systematically search, evaluate and choose the pathways they travel as they move through life. This is how “correlations” become true marketing models.

Affiliations:
  • AMA (United States)
Company type:
  • Full Service Market Research
Telephone:
617-936-1600
203-831-2370
Address:
One South Station suite 300
Suite 300
Boston, Massachusetts, 02110
United States of America
Metropolitan Area:
Boston (MA--NH)
Region:
Massachusetts
Countries where research is conducted:
United States of America
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Products (7)

ProductImage Segmentation/Targeting

“Multi-dimensional Segmentation” - To truly explain consumer behavior, a segmentation must be based on demographics AND lifestyles AND attitudes/needs AND purchase and usage behaviors. Profit-Directed Development Process - To truly identify profitable target segments, segmentation inputs must be tested for “predictive validity.” Direct Linkage to Activation Programs - To truly optimize go-to-market strategies, a segmentation must be “linkable”—directly and precisely—to media, marketing, CRM, and sales activities, including the databases that will be used to guide or implement them.

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ProductImage Brand Positioning

We understand and address the Seven Key Components of Brand. Two of the components are emotional…and we use MindSight to address them. We can bring alive the suggested Strategy with key Creative Elelments and Brand.

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ProductImage Journey Mapping/Media

We address the entire Journey – from “Inspiration” through Post-Purchase . We employ a host of research techniques. We supply detailed channel guidance, covering off-line and on-line touchpoints.

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ProductImage Communications Development

Evaluation of different communications, from ads to websites, using a suite of special tools that includes biometrics and forecasting of behavioral response.

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ProductImage Product/Pricing Strategy

Optimization, launch planning, and forecasting of new products/services.

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ProductImage White Space Exploration

Insights into consumers latent and emotional needs. Access to innovations and emerging trends, globally. Involvement of – and execution by -- digital visionaries.

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ProductImage MindSight®

MindSight® is a fast, affordable and easy-to-use solution for researching the specific subconscious emotions driving consumer behavior. MindSight® works across a wide range of projects and applications: from qualitative studies with a small number of consumers to quantitative initiatives with thousands of globally dispersed respondents. It even deploys on mobile devices, enabling emotional research at the shelf and in the moment. The Emotional Discovery Window: Our proprietary rapid-exposure/rapid-response technique circumvents the influence of the rational mind – obtaining authentic subconscious emotional insight from consumers. A Leading Model of Human Motivation: Our academically accepted Unified Model of Human Motivation identifies the specific emotions driving consumer behavior – explaining why consumers act as they do. (David L. Forbes, Ph.D., “Toward a Unified Theory of Human Motivation,” Review of General Psychology June 2011) MindSight is an “Implicit” measurement system. Respondents react to 126 specially-curated images. They have 1 second to react: They tap their space bar, or touch their screen, for all images that “show how you feel.”

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Market research Specialties

Market research resources (23)

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