Monthly Archives: January 2014


Discovery of the Ontogenetic Structure of Psychological Segmentation (*)

The Unicist Psychological Segmentation is based on Conceptual Psychology. It is the segmentation that defines the type of relation an individual has with a product/service. An individual adapts to reality within limits. Conceptual psychology established the limits of an individual’s context.

Psychological SegmentationPsychology defines the personal myths of individuals. Fallacious myths produce stereotypical behaviors. True myths describe human typologies.

The unicist ontology of the psychological segmentation can be defined as:

Psychological segmentation shows four segments in the relation of the individual with the product or service:

  • Emotive
  • Affective
  • Protective
  • Authoritative

Emotive

This typology establishes emotional relations with products and services. These relations are naturally unstable. When “emotive” individuals are in the expansive cycle they establish pleasure-driven relations. When they are in the contractive cycle they establish a “child-child” relation with products.

Affective

The affective typology seeks stable caring relations with products and services. There is an implicit fear of abandonment. They cannot let go. When they are in the expansive cycle they establish interdependent relations. When they are in the contractive cycle they establish a “child-parent” relation with products.

Protective

“Protective” individuals protect the goods they buy. They care about them. When they are in the expansive cycle they establish dominant relations. When they are in the contractive cycle they establish a protective “mother-child” relation with the product. They need to possess products so they feel they are in charge of them.

Authoritative

They use products and services functionally and carefully. They respect the identity of objects. When they are in the expansive cycle they establish functional relations. When they are in the contractive cycle they establish a “father-child” relation with products. They change the products/services when they do not fulfill the implicit promises.

(*) This development is one of the “100 major unicist discoveries that are changing the world”
http://www.unicist.org/repo/index.php#Unicist

Unicist Press Committee

NOTE: The Unicist Research Institute was the pioneer in using the unicist logical approach in complexity science research and became a private global decentralized leading research organization in the field of human adaptive systems. It has an academic arm and a business arm. http://www.unicist.org/repo/index.php#Unicist

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B2B Unicist Object Driven Marketing: The Use of Company Profiles

The unicist logical approach to B2B marketing is based on segmenting the companies while, within such companies, the B2C segmentation is used to segment the individual participants in a commercial process.

B2B Customer ProfilesThe B2B marketing process has been specially designed for supply driven markets, although it is fully applicable to demand driven markets considering that in this case it is necessary to sustain significant product/service differentiations.

The use of B2B marketing implies:

  1. Knowing the actual functional needs of a specific client considering the characteristics of the industry and its conjuncture.
  2. Having evaluated the maturity of the business processes and confirmed its compatibility with the value proposition.
  3. Having identified the type of relationships the potential customer establishes with its providers.
  4. Having confirmed that the essential attributes of the value propositions are a real catalyst for the business processes of the prospect.
  5. Having identified the business positioning of the prospect and confirmed that it is compatible with the positioning of the provider.

B2B Customer Profiles

Supply driven markets are based on innovations that are not driven by urgencies.

Therefore an adequate profiling of the prospects is basic in order to know if it is meaningful to invest in a marketing process to make a specific business.

Supply driven markets require a high level of reliability and the need of having the necessary critical mass to influence a company.

The critical mass is given by the aesthetics of the solution, the influence of the provider and the credibility that allows having the necessary level of reliability.

The benefit of using B2B Customer Profiles and Object Driven Marketing is that it allows beginning with a “cheap” promotional process to define possible leads and invest when the prospects fit into the necessary Company Profile to become buyers.

Peter Belohlavek

NOTE: The Unicist Research Institute was the pioneer in using the unicist logical approach in complexity science research and became a private global decentralized leading research organization in the field of human adaptive systems. It has an academic arm and a business arm. http://www.unicist.org/repo/index.php#Unicist

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