Thank you for your comments and great questions. We identify the modes by fielding a customized and proprietary online survey (self-report) – although we’ve also found that we can apply projective techniques to qualitatively achieve similar outcomes. We start by identifying which of the seven modes most closely align with category and brand decision-making for a desired consumer target – and then establish what media, technology and content the consumer uses, when in the given mode of behavior. For example, if we’ve identified the play mode as being critical, we ask consumers how they satisfy the need for play. The measure of open-mindedness is based on a scale of receptivity that’s defined by the derived satisfaction from each modal state of mind. Put simply, the greater the desired satisfaction from a given mode of behavior, the higher the potential degree of receptivity when a consumer is in that mode. We’ve discovered, that differing modes of the mind are open for the same consumer – depending on what category or brand they consume. We’ve also found that an individuals technology aptitude is unlikely to change the modal mindset – but is highly likely to impact the potential mode of connection.

Thank you for your comments and great questions. We identify the modes by fielding a customized and proprietary online survey (self-report) – although we’ve also found that we can apply projective techniques to qualitatively achieve similar outcomes. We start by identifying which of the seven modes most closely align with category and brand decision-making for a desired consumer target – and then establish what media, technology and content the consumer uses, when in the given mode of behavior. For example, if we’ve identified the play mode as being critical, we ask consumers how they satisfy the need for play. The measure of open-mindedness is based on a scale of receptivity that’s defined by the derived satisfaction from each modal state of mind. Put simply, the greater the desired satisfaction from a given mode of behavior, the higher the potential degree of receptivity when a consumer is in that mode. We’ve discovered, that differing modes of the mind are open for the same consumer – depending on what category or brand they consume. We’ve also found that an individuals technology aptitude is unlikely to change the modal mindset – but is highly likely to impact the potential mode of connection.

please say more about this — how do you go about identifying when a consumer is in which mind mode? do some segments operate in certain modes more than others? will these modes evolve as communication technology and standards change?