A Causal Approach to Marketing & Segmentation

Our basic and applied research has provided access to the causal approach in the real world. The discovery that the concepts underlying buying arguments drive purchasing decisions, developed at The Unicist Research Institute, made a causal approach to marketing possible. It was made accessible to everyone through the use of the Unicist Conceptual Designer, based on comfort zone segmentation and commercial binary actions that ensure results. This significantly enhanced marketing effectiveness. It applies to both B2B and B2C businesses.

The discovery that the concepts stored in people’s long-term memory drive their actions introduced the causal approach to the root causes of purchasing processes, where the comfort zones of potential customers act as catalysts or inhibitors of their buying decisions. It applies to both B2B and B2C businesses.

Comfort zone segmentation, as a causal segmentation approach, significantly enhances marketing effectiveness based on segmented binary actions. In competitive markets, the use of this segmentation model, combined with binary actions, enhances marketing effectiveness by more than 30%.

The unicist causal approach to the real world is based on understanding the functionalist principles that define the functionality of entities and the binary actions that operationalize this functionality. It enables the forecasting of business evolution when both the context and the laws of evolution are known. This approach simplifies the business world.

NOTE: Since 1976, The Unicist Research Institute has been a pioneer in researching adaptive systems, whether natural or artificial. It developed the functionalist approach to science to understand and manage natural and artificial adaptive systems, including social and institutional environments.

Basic Discoveries that Made the New Stage Possible

• Unicist Ontogenetic Logic: It is an emulation of the intelligence of nature that regulates the functionality, dynamics, and evolution of living beings and adaptive entities of any kind.
• Unicist Evolution Laws: Including the laws of functionality, dynamics, and evolution of adaptive systems.
• Unicist Ontology: It defines the nature of things based on their functionality.
• Unicist Functionalist Principles: These principles manage the unified field of entities and define the functionality of adaptive environments based on their purposes, active functions and energy conservation functions.
• Unicist Binary Actions: These are two synchronized actions that open possibilities and ensure results to make functionalist principles work.
• Functionalist Approach to Science: A pragmatic, structuralist and functionalist approach to adaptive systems and environments integrating the know-how and the know-why of things.

The Unicist Virtual Advisor

You can learn about the new stage introduced by the unicist causal approach to business by accessing the Unicist Virtual Advisor

Suggested question to begin:

What is the unicist functionalist approach to marketing?

The Comfort Zone Model

This led to the development of the unicist comfort zone segmentation model. This model enables the identification of buying arguments and the development of complementary selling arguments to drive buying decisions while ensuring they fit into the comfort zones of potential buyers.

As it was mentioned, a segment consists of people, groups, or organizations that, when exposed to an external proposal, exhibit similar buying arguments defined by their underlying concepts and share analogous comfort zones rooted in their inherent conceptual mindsets or cultures. This allows them to be targeted with a unique selling argument and a specific marketing process. In other words:

Each segment is distinct and must be addressed separately. Therefore, segmentation should be optimized by minimizing the scope, and considering the real possibilities for developing segmented binary actions, marketing objects, and marketing processes.

Comfort Zones, Binary Actions, and Marketing Objects

The comfort zone segmentation model provides the concepts that underlie buying arguments which drive purchasing decisions. These decisions need to be addressed using binary actions to ensure results, and it requires using the necessary marketing objects that fit within the comfort zones of individuals to make them work as catalysts.

Three types of segmented marketing objects might be needed in marketing processes: commercial objects that install core ideas, semantic objects that provide knowledge, and semiotic objects that guide buying processes.

Some of the companies that use segmented business objects and catalysts are Airbus, Amazon, Apple, BBC, Boeing, Dassault Systemes, Dupont, Ericsson, Facebook, General Electric, Google, Hilton, Honda, Hyundai, LinkedIn, Lufthansa, Mapfre, Mayo Clinic, Michelin, Novartis, Open Text, P&G, Pfizer, SAP, Siemens, Tata Motors, Toyota, Unilever, Walmart, Walt Disney World and Youtube.

Overall, the Unicist Comfort Zone Segmentation model facilitates a causal marketing approach that aligns with the deep-seated beliefs and comfort zones of consumers, employing strategic binary actions and tailored marketing objects to catalyze and expedite the decision-making process. Learn more about the causal approach to marketing and segmenation

Developments

Unicist Marketing Lab to Manage the Root Causes of Buying Decisions

Unicist Object-Driven Selling Based on Binary Actions

Unicist Causal Approach to Customer Relationship Management

The Role of Unicist Marketing Ontologists