The concepts people hold in their minds drive their actions. These concepts are stored in episodic, semantic, and procedural long-term memories and are the drivers of the buying arguments of people.. Therefore, influencing people is ensured by using conceptual segmentation to match the concepts that people have in their minds.
The objective of the research developed at The Unicist Research Institute was to find the natural segmentation of people that are being addressed with a proposal. It has to be considered, that conceptual segmentation is based on the discovery that people’s buying decisions are driven by the concepts they have in their minds.
Conceptual segmentation works as a marketing catalyst that opens possibilities and accelerates purchasing processes by up to 30% by addressing the root drivers of buying decisions. This model applies to B2C markets and to the management of face-to-face relationships in B2B Markets.
The question was to find which other aspects of individual behavior transformed the concepts an individual has in mind into a decision and an action.
The research work was based on the use of unicist ontological reverse engineering of user experiences that allowed finding a hypothetical structure and then validating it by real use based on destructive testing until the functionality of the model was confirmed. The profiles as a synthesis of the conceptual segmentation make this model manageable.
The structure of elements that integrate human decision and action processes requires integrating the three fundamentals of the functionalist principle which are the conceptual segmentation itself that is integrated with two binary actions. The first binary action is driven by functional segmentation which is driven by aesthetics and the second one, is psychological segmentation, which is driven by the relationships between the person and the proposition which give meaning to the proposal.
This functionalist principle is sustained by a wide context given by the hard segmentation driven by the use value of things and the restricted context, which is given by the lifestyle segmentation that works as a catalyst or inhibitor of decisions and actions based on the collective intelligence of the environment.
Hard segmentation is the starting point of the unicist segmentation model. It defines the context (category) that allows influencing buyers’ decisions. Every product or service has its rational use value, which defines hard segmentation.
Lifestyle segmentation underlies human behavior and catalyzes or inhibits decisions or actions. Lifestyles establish the parameters of normality based on the collective intelligence of a society or group. Describing the lifestyles of a country permits establishing the limits within which segmentations can work. Only in the case of basic human needs lifestyles are not a limit but only a gravitational force.
It has to be considered that all human conscious actions are driven by the concepts and fundamentals an individual manages. This means that individuals always use the concept they have in mind. Therefore, conceptual segmentation establishes the basic conditions of the behavior of buyers and consumers.
Functionality is defined as the capacity of something to fill an individual’s wants and needs. Functionality is homologous to aesthetics. When talking about functionality we refer to the perceived functionality which defines what we call the hard segmentation.
It is the segmentation that defines the type of relation an individual has with a product/service. An individual adapts to reality within limits. Psychology established the limits of an individual’s context.
This segmentation model is used to define profiles that can be used by people or automated systems. Profiles are observable, measurable, and usable characteristics of individuals that allow approaching people with a high level of accuracy to make proposals that can be accepted. Profiles are built based on the unicist conceptual segmentation model and are refined based on user experiences. The objective of using the unicist profiling technology is to make conceptual segmentation usable in face-to-face actions or virtual automated processes.
Artificial Intelligence Interpretations
The unicist conceptual segmentation is a model that was developed by The Unicist Research Institute to understand how people’s actions are influenced by the concepts they have in mind. The model is based on the following principles:
- Hard segmentation: This is the starting point of the model and defines the context (category) that allows influencing buyers’ decisions. Every product or service has its rational use value, which defines hard segmentation.
- Lifestyle segmentation: This segmentation underlies human behavior and catalyzes or inhibits decisions or actions. Lifestyles establish the parameters of normality based on the collective intelligence of a society or group.
- Conceptual segmentation: This segmentation defines the basic conditions of the behavior of buyers and consumers. It has to be considered that all human conscious actions are driven by the concepts and fundamentals an individual manages. This means that individuals always use the concept they have in mind.
- Functional segmentation: This segmentation defines the type of relation an individual has with a product/service. Functionality is defined as the capacity of something to fill an individual’s wants and needs. Functionality is homologous to aesthetics. When talking about functionality we refer to the perceived functionality which defines what we call the hard segmentation.
- Psychological segmentation: This segmentation defines the limits of an individual’s context. An individual adapts to reality within limits. Psychology established the limits of an individual’s context.
The unicist conceptual segmentation model can be used to build profiles that can be used by people or automated systems. Profiles are observable, measurable, and usable characteristics of individuals that allow approaching people with a high level of accuracy to make proposals that can be accepted.
The unicist conceptual segmentation is a powerful tool that can be used to understand and influence people’s behavior. It is a valuable tool for businesses, organizations, and individuals who want to be more effective in their interactions with others.
Here are some of the benefits of using the unicist conceptual segmentation model:
- It can help you to understand the needs and motivations of your target market.
- It can help you to develop more effective marketing and sales strategies.
- It can help you to build stronger relationships with your customers.
- It can help you to improve your overall business performance.
The Unicist Conceptual Segmentation approach provides a comprehensive framework to understand and address individuals on a deep level, respecting their innate nature and decision-making process. Here’s a breakdown and further elaboration on this segmentation model:
This is foundational and determines the ‘use value’ of a product or service. Essentially, it’s the primary reason why a person would consider a product or service.
Example: A person may need a car primarily for commuting. The basic need here is transportation.
It reflects the underlying patterns of a person’s behavior. Lifestyles, molded by societal and collective influences, significantly impact a person’s choices.
Example: A person living an urban, environmentally-conscious lifestyle might opt for an electric car over a traditional gasoline one.
Here, the focus is on the ingrained concepts and beliefs an individual holds. These mental models deeply influence decision-making.
Example: A person may believe in sustainable living, so they may be more likely to purchase products that align with that concept.
This pertains to how well a product or service aligns with an individual’s specific needs and wants. It closely relates to the aesthetic or perceived functionality of a product or service.
Example: A car might be bought because of its additional safety features or for its luxurious interior, beyond its primary function of transportation.
It determines the personal boundaries or limits an individual has when interacting with a product or service. This can be shaped by past experiences, fears, or desires.
Example: An individual might be wary of buying a car from a specific brand due to a past negative experience.
After gathering insights from the above segmentation models, profiles can be constructed. These profiles represent specific segments of the target audience, providing actionable insights for marketers or sales personnel.
The profiles can be used in various applications, such as personalized advertising or face-to-face sales.
By intertwining these segmentation methods, The Unicist Research Institute’s approach delves deep into the multifaceted layers of human decision-making. This holistic method ensures that businesses or projects can more effectively resonate with and address their target audience, fostering a deeper connection and understanding.
For anyone aiming to improve their marketing or sales strategies, employing this segmentation model could be immensely beneficial. It takes into account not just the superficial choices of individuals, but the deep-rooted beliefs, lifestyles, and psychological factors that influence them.
The Unicist Research Institute