In any effort to uncover the truth about a business question, there is always a layer of highly inaccessible information that resists disclosure. We call it the Thin Layer™. It turns out that people rarely tell you the whole truth, and what they don’t tell you is far more important than what they do tell you. It also turns out that this information can be accessed under the right conditions. Discovering these conditions was the breakthrough that led to the development of Psychmentation. How closely is your company’s value proposition aligned with your customers’ expectations?
The Psychmentation Edge
In the same way that you can’t get at the information in the Thin Layer™, neither can your competitors. Over time, by relying on easily accessible information from traditional methods, competitors begin to resemble each other, making it more and more difficult for customers to differentiate value propositions. Always working with the same information makes everyone look very similar. Psychmentation breaks through disclosure barriers and cracks open the Thin Layer to reveal a powerful new source of customer value and real benchmarks against which to measure success.
The Psychmentation Deliverables
Clients receive a detailed report that includes Foundation Perceptions (beliefs that are so strong that they affect the perception of everything in context), Key Decision Drivers, Gap Analysis (the difference between expected and actual value delivered), SWOT analysis, as well as Recommendations emanating from the respondents themselves. You no longer waste money on low-yield programs and initiatives that fail to deliver value because they’re targeting the wrong value drivers.
You don’t know anything until you know everything that matters...
Aligning your company’s value proposition as closely as possible to your customers’ real expectations is the key to competitive advantage and better profitability.
Hours Of Development
Cups Of Coffee
The Psychmentation Process
Psychmentation is based on Grounded Theory, the most powerful methodology for building human relational models from the “ground up”. Using personal one-on-one interviews in a highly confidential setting, Psychmentation uses an emergent process that allows participants to go where they feel is important, rather than sticking to an interview script that will only produce what you already knew. Advanced analytics is then used to code and measure the results and to build meaningful theories about the underlying phenomena. Not only do we capture the metrics, we access the “spaces between the metrics” where human beings really make decisions.
Psychmentation has been used by some of the world’s most successful organizations, including global leaders in healthcare and transportation, governments, not-for-profits, and service providers. Clients include Pfizer, GSK, Merck, Bombardier, Health Canada, Medtronic, and dozens of others ranging from start-ups to world leaders in their fields.
Competitive advantage. Redefined.
A different kind of market research
Have Any Questions?
Please feel free to contact us with any questions you might have regarding one of our services.