The Unicist Research Institute


Developing an Influential Impact for the Generation of Interest

When communicating, selling an idea, a product or a service, the generation of interest is a core aspect in which an initial unilateral action needs to become an influential adaptive process to be successful. Developing an influential impact is the driver for the generation of interest. There is no possibility of generating any interest in an idea, product or service if there is no influential impact to make it possible. Understanding the root drivers of an influential impact can help design the architecture of communication strategies and design the way to test such strategies in action.

The research on the nature of influential impacts in communication processes that was led by Peter Belohlavek at The Unicist Research Institute shows that there are three essential root causes that define the success or failure of a process. They define the necessary threshold that needs to be achieved to generate a critical mass in the process of influence and generation of impact. These root drivers are: the expectation of a need satisfaction, the creation of an ambiguous influential message that works as a catalyst in the communication process and the existence of a gravitational influence that works in a subliminal way to sustain such impact.

Every process of building an influential impact starts with contrasting the expectation of need satisfaction of the receiver with a specific proposal. If there is a consistent promise to the unsolved, the proposal falls into fertile soil, generating a high influential impact. This expectation is related to unsolved problems to which the message can turn out to be complementary. What is the expectation to satisfy which need? How does an idea/product/service solve the problems implicit in these needs? The relation between needs, fears and weaknesses is a taboo. On the surface, we all speak about their effects, but it is not legitimate to talk about them. So, how to develop a successful communication in this context?

To generate an influential impact, without overexposing what is behind the needs, ambiguous language needs to be used. This ambiguity in the message is what allows the prospect to discover the functionality of the proposal. Ambiguity works as a catalyst to accelerate the influential process. Paradoxically, avoiding the use of ambiguous language for the opening of a communication process, inhibits the building of a bridge between the emitter and the receiver.

On the other hand, the research shows that in the building of an influential impact, the use of a gravitational influence is what sustains the validity of the propositions. “A typical object that works as a gravitational object is the brand. Brands as gravitational objects work when their attributes sustain the critical mass of the value propositions. This means that the brand needs to have attributes that make the value proposition be perceived as extremely aesthetic, having an extreme influence as a leader and an extreme credibility.”

Among many other applications, the research on the building of an influential impact stimulus opened new doors for the understanding of how the root causes of buying process influence the different segments of buyers and users of products and services. In this field, the use of segmentation and pilot testing technologies became an essential tool to process the feedback to learn how to improve the effectiveness of segmented communication processes.

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The Universal Segmentation of Human Behavior

The unicist approach to human behavior and communication is based on the fact that human actions are driven by the concepts they have. Therefore, any time an influential communication is posed, the “Conceptual Short-Term Memory” (CSTM) becomes activated to apprehend the “gist” of the message.

This apprehension is based on an instantaneous projection of the pre-concept individuals have in their long-term memory (LTM). Thus, individuals begin to access the message that is finally transformed into functional knowledge if the “gist” can be structured.

The knowledge of the fact that concepts work as behavioral objects, allowed defining a universal segmentation model of human behavior. The Unicist Semiotic Research Methodology was developed to define the perception of communications in order to be able to segment accurately.

Behind any communication there is a “Hard” need that establishes the wide context, a Life-style that establishes the restricted context and a Behavioral Segmentation that is integrated by a conceptual, a functional and a psychological segmentation to define the target of a communication.

Learn more: https://www.unicist.net/marketing/unicist-segmentation

Diana 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. https://www.unicist.net/marketing/wp-content/uploads/2017/05/turi-1.pdf

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Unicist Marketing: A Double Dialectical Approach

The unicist marketing approach is based on the fact that human actions are driven by the concepts people have. This implies that if the functional concepts individuals have are known, then their behavior can be predicted and influenced with a high level of accuracy.

Unicist Behavioral Marketing, also named Unicist Object Driven Marketing, is an application of the discovery of the structure of concepts that emulates the intelligence that underlies nature and defines the “nature” of things.

In the B2C market, the unicist approach is based on knowing the hard segments and the concepts that underlie the functionality of products/services and the potential buyers´ behavior. In the B2B market this approach is based on knowing the concepts of the business aspects that define the operational archetype of companies.

The application of Unicist Marketing is based on the use of maximal and minimum strategy actions to ensure the influence on buying decisions. These maximal and minimum strategy actions are applied in advertising, relationship building, promotions and sales closing processes. The unicist logical tools provide a framework to define these actions and monitor their functionality.

Unicist Press Committee

NOTE: The Unicist Research Institute has been, since 1976, the pioneer in using a unicist ontological approach to deal with complexity. It introduced a paradigm shift in sciences emulating the triadic intelligence of nature, integrating complexity sciences with systemic sciences. This research allowed developing unicist technologies to manage the complex aspects in the social, business and individual fields. https://www.unicist.net/marketing/wp-content/uploads/2017/02/turi-1.pdf

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Internet B2B Marketing – Unicist Advertising

Unicist advertising is based on double dialectical communications that integrate the objective of stimulating the need of a solution that is being proposed with the confirmation that the credibility is ensured.

This type of advertising requires the existence of differentiated value propositions that propose new solutions, which may imply structural or functional differentiations or innovations.

This approach is basically simple when using Internet advertising because it enables giving simultaneous double messages that awaken the interest of potential buyers using segmented media and one to one communication as vehicles.

On the one hand, it is necessary to stimulate the perception of the aesthetics of the proposal that requires that the solution becomes perceived as necessary, desirable and essentially harmonic. On the other hand, the credibility of the solutions has to be made tangible.

These processes have to happen in an ambiguous environment in order to allow the prospects to project their needs on the communication that is being published.

This needs to occur within the context of image driven marketing, which uses the attributes of the products and of the institution to catalyze buying processes.

The double dialectical communication requires managing the conceptual segmentation of the market. It requires using semantic objects to install the knowledge on the differentiations or innovations and commercial objects to influence the buying processes.
http://www.unicist.org/scientific-collaboration/#Marketing

This technology is necessary to build virtual marketplaces in B2B markets. A variation of this approach is also used in B2C markets.

Diana 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.
https://www.unicist.net/marketing/wp-content/uploads/2016/10/turi.pdf

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The Magic of Bestsellers

BestsellersBestsellers are such because they use pastime language and allow readers to project all the bad feelings on the book.

The unicist standard for future research allows making inferences from particular facts to universal conclusions based on the homology of their fundamentals.

The nature of bestsellers is that they respond to the needs of a culture including those who appear to have anti-establishment views. Anti-establishment bestsellers in fact just expose the implicit weaknesses of the strengths of a society.

Cultures that naturally follow bestsellers are comfortable in their conservatism. That is why bestsellers are attacked by anti-establishment intellectuals.

The influence of bestsellers is a hard indicator of the level of conservatism of a culture when developing country scenarios. The need to project the bad feelings and introject the good is the natural need of a conservative person.

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.
https://www.unicist.net/marketing/wp-content/uploads/2016/10/turi-1.pdf

 

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The Next Stage in Marketing: Unicist Customer Profiles

The unicist logical approach to marketing allowed developing a profiling technology that allows beginning with the hard characteristics of a segment, integrating the functional, psychological, conceptual and lifestyle segmentations to define the customer profile that allows dealing with a segment based on predictors and observable characteristics.

Unicist Market SegmentationThe Unicist Object Driven Marketing Technology for B2C requires the definition of the different segments that integrate a market. It has to be considered that each segment needs to be managed as an “independent” universe in terms or marketing, although it is interdependent with other segments.

This implies:

  1. Having the functional concepts that are defined by the operational attributes of the product/service.
  2. Having the psychological segmentation based on conceptual psychology that allows defining the relationship the buyer establishes with the product/service and the vendor.
  3. Having the essential attributes of the product/services that define the concept of the value proposition.
  4. Knowing the lifestyle, based on conceptual anthropology, that works as a limit for the value propositions.

Customer Profiles

The use of customer profiles begins with the approach to the segments that are natural buyers of a product/service and continuing the expansion based on the adjacency of segments.

This allows making an object driven approach based on the goodwill a value proposition includes and the proximity to the actual needs of the participants of a market.

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. https://www.unicist.net/marketing/wp-content/uploads/2015/09/turi.pdf

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Subliminal Aspects of the Unicist Object Driven Marketing

The discovery and development of the essential functionality of language, words, ambiguous language, figurative language, semiotics and the functionality of instincts in human decision making drove to the development of the subliminal communication approach.

Subliminal communication is a process that has been applied at The Unicist Research Institute for 25 years until it was fully confirmed. It allows influencing adaptive decisions without entering into manipulative stimulation. It empowers, on the other hand, the functionality of virtual collaboration including virtual marketing.

Subliminal Stimulation of Decision Making

Subliminal CommunicationEvery human decision includes, at some point, the use of instinctive drivers to cover the genetic needs of individuals.

Subliminal decision making is part of two contradictory types of processes:

  1. Adaptive decisions that drive individuals to influence an environment while being influenced by it. These adaptive processes drive towards growth.
  2. Over-adaptive decisions that driven individuals to dominate, oppose or submit to an environment in order to obtain individualistic profits. These over-adaptive processes drive towards survival.

Adaptive decision making requires developing adequate subliminal stimuli that give answers that provide the “genetic” security to facilitate the decision making processes. It is necessary to provide functional subliminal information that allows establishing a safe environment in which people are able to satisfy their needs.

Developing a subliminal stimulus requires having an authoritative role that allows building an asymmetric complementation in which the individual can profit from what is proposed and at the same time what is proposed has to include an extremely aesthetic solution. Extreme aesthetics means that the solution satisfies the individual’s needs in an extremely desirable and harmonic way.

The apparent paradox is that individuals need to be segmented according to the attitudes that define their essential needs to foster their adaptive behavior, while instinctive behavior is essentially genetic driven.

Manipulative Subliminal Influence

Manipulative subliminal influence is exerted to profit from individuals by destroying their capacity of adapting to reality.

This process is totally unconscious and occurs when individuals cannot deal with reality in a conscious way and their existence is endangered. This danger might be real or may have been constructed in a parallel reality an individual created in her/his mind.

There are three aspects that can be manipulated to generate over-adaptive decisions:

  1. Extreme fear: Produced by facing a destructive or self-destructive situation
  2. Extreme desire: produced by the need to obtain extreme gratification
  3. Extreme uncertainty: produced by an absolute loss of control of a situation

Manipulative subliminal influence is naturally exerted by psychopaths and drives to the destruction of the counterpart and of the environment. That is why subliminal communication has been considered as unfair.

The paradox of this is that subliminal communication is naturally part of every human communication process. The question is the true intentions of the one who uses subliminal communication that can be measured by the results obtained by the participants.

Conclusion

The use of virtual tools in communication processes requires empowering their functionality in order to build strong functional relationships. The use of adaptive subliminal communication is a need to break the barriers established by virtuality developing a different but natural complementation context.

The inclusion of a subliminal approach is a core aspect for building semantic objects to develop object driven marketing actions. It is basic in global marketing processes in which it is necessary to deal with different segments, lifestyles and cultural archetypes.

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/#Unicist

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For Entrepreneurs: Empty Words Destroy Credibility

The reseach on the Unicist Ontology of Words showed how empty words drive pastime activities and how ambiguous words drive adaptive work in business. When a business uses mottos like “World leaders in their specialty” or “The power of our organization and the credibility of our people”, there are two possibilities:

  • They are ambiguous words to allow people to make their own interpretation
  • They are empty words because there is no content to sustain the motto

If they are ambiguous words, the motto can be proved and explained in few words using plain language.

On the other hand, if they are empty words, they pretend to drive the reader towards a fallacious conclusion. In plain language: empty words are lies.

The Unicist Ontology of Words’ Functionality (*)

Unicist Ontology of WordsInterpersonal written or spoken language requires the use of words which, according to their meaning, define the functionality of communication.

This description explains the functionality implicit in the use of words. The results of this research help individuals to diagnose reality based on the facts implicit in what is said.

Conceptually, based on their meaning, there are four different “types” of words:

  • Empty words: are those words that have no rational meaning in the context they are being used. They have multiple non structured meanings with no shareable purpose. Adjectives with no adverbial function are empty words.
  • Hollow words: are those words that are able to integrate in a unique sense the meanings given to them by emitters and receivers. In these words there is an implicit tacit purpose underlying.
  • Full words: are the words with a unique irrefutable meaning for those involved in a communication process. They are the solid container where hollow words fit in.
  • Ambiguous words: are the words having two different excluding meanings. One of the meanings is functional to the communication process and the other is dysfunctional.

(*) Excerpt from the book Unicist Standard Language by Peter Belohlavek.

The paradox is that non-institutionalized businesses need to build credibility based on their actions but instead tend to use empty words to position their activity. In plain language: bragging is part of their habits in marketing.

This destroys their internal and external credibility and drives them towards marginal markets that require a low cost – low value strategy. In these markets bragging is part of the rules of the game.

The use of empty words in marketing needs to be avoided. Empty words are necessary to develop the rituals to establish personal relationships and are part of the social small-talk. But their use when developing commercial messages destroys the credibility of the business. The first action to be done, when a new motto begins to be used, is to confirm and upgrade the content that sustains the motto. “Under-promise and over-deliver” is the core of credibility.

Diana Belohlavek

NOTE: The Unicist Research Institute has been the pioneer in using a logical approach to deal with complexity since 1976 and is nowadays the world leader in its segment. It has an academic arm and a business arm: https://www.unicist.net/marketing/wp-content/uploads/2015/07/turi-1.pdf

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Trends: Unicist Lifestyle Segmentation and Evolution

Unicist Lifestyle SegmentationLifestyle segmentation underlies human behavior. Lifestyles establish the parameters of normality and the “ethical mask” of a society.

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.

The unicist lifestyle segmentation is analogous to the VALS segmentation of SRI. But, while VALS uses psychology to segment people according to their distinct personality traits, Unicist Lifestyle Segmentation uses anthropological invariables and country archetypes to segment people.

Unicist Lifestyles

Lifestyles are the archetypical behavior patterns of a society and its members. These archetypes serve a group as automatisms to carry out the everyday activities that are functional to that society’s purpose.

Hence, lifestyles are the result of the integration of a society’s collective unconscious with its archetype, which define different ways of facing reality.

Archetypes resolve the weaknesses of a social group by turning uncertainties into assertive answers which guarantee the success of individual and social purposes.

An individual’s lifestyle makes him acceptable and functional to the society’s needs. It also allows him to find groups of identification across different cultures or communities.

Diana 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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LinkedIn and the upgrade of Object Driven Marketing

Object Driven Marketing, based on the Unicist Theory, allowed establishing an upgrade of the use of Linkedin. See video at:  https://www.youtube.com/UnicistStandard

After five years of monitoring and two years of research, using the complexity science research methodology, the unicist ontological structure of LinkedIn for B2B expansion has been validated at The Unicist Research Institute.

Unicist Ontology of LinkedIn for B2B MarketingThis is an introductory report to explain the possibilities opened by LinkedIn to expand B2B businesses which allowed companies and individuals to foster market expansion integrating both institutional and personal influence. This is the first part of the complete report which includes three parts.

This is a new stage in marketing that has been opened by the expansion of the use of Internet, the Era of Participation and the development of a “vehicle” like LinkedIn that allows building the necessary environment to use virtual tools to expand markets.

The research on the ontology of LinkedIn, explains its functionality to expand B2B markets and how to use it for Image Driven Marketing, Sponsor Driven Marketing and Referral Driven Marketing.

The use of LinkedIn became functional to all sizes of organizations, providing a participative environment that allows individuals to develop credibility to build commercial interest groups based on the generation of value. This requires using an extreme segmented approach in order to ensure the generation of value.

LinkedIn evolved from its original position expanding its functionality without changing its nature. This evolution opened the possibilities for its use as a vehicle to build market growth based on the expansion of the boundaries using the power of virtual communication.

The Era of Participation

To apprehend the concept of LinkedIn, it becomes necessary to understand the concept of the Era of Participation. In the following lines you will be able to access a synthetic description of some of the main segments discovered, but we recommend accessing the complete report that you will find at the end.

Adaptive Participation

The Era of ParticipationEvolutionary participation requires beginning with a conscious adaptive process where the individual is looking for a place to be who s/he is. This makes the individual a differentiated person that needs to begin by participating through value adding actions (participation to do) while sustaining the identity of the role by having the necessary image that allows others to tag him/her properly (participation to appear).

Participation is only possible when the members who participate are able to recognize each other as part of the same group. In fundamentalist groups this tagging might include tattoos or similar timeless marks but in social groups individuals need to have the necessary “look & feel” in order to be tagged and recognized as members.

This appearance is extremely notorious in social and professional networks that establish the basics of the profile that need to be covered in order for the group to accept a possible member. That is why appearance, which is given by the personal brand or image, is the entropy inhibitor that makes expansive participation possible.

When the image has been positioned, the final objective of being a real member becomes possible.

Over-adaptive Participation

The apparent paradox is that over-adaptation is the minimum strategy. This requires an explanation. Adapting implies influencing while being influenced to achieve a goal, which in this case is to have a place in the world. Influencing is what we call adaptive participation and being influenced is what in this case is named over-adaptive participation.

Over-adaptiveness implies accepting the rules of the environment, which implies submission but beginning with a dominant participation in order to feel that one is not submitting but establishing the rules.

When the self-esteem has been conserved by this dominant participation, which mostly implies active inaction that allows judging the environment, an oppositional role becomes necessary to accept the rules of the game.

When individuals are able to feel superior by judging the environment, opposing to some aspects to preserve their self-esteem, then over-adaptive participation becomes functional. But, this functionality depends on its compatibility with the adaptive participation.

Segments of Participation

There are different segments or participants that need to be understood in order to deal with them. Accessing profiles and activities on Facebook, Twitter and LinkedIn is very useful to identify the different segments, which are never pure but always have an implicit dominant trend that drives their participation.

  • Publicity Driven
  • Bragging Driven
  • Utopia Driven
  • Recognition Driven
  • Action Driven

Much more than Networking

In the second segment of this report, the concept of LinkedIn will be published. And lastly, the third part will describe the concept of Interest Group Building. In order to apprehend these concepts we recommend becoming aware of the concept of the “Era of Participation” to understand its meaning and why LinkedIn is much more than a “space for networking”.

Access the complete synthetic report on the “Era of Participation”:
http://www.unicistinstitute.net/future-research/future-research-the-era-of-participation-is-changing-the-habits/

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.
https://www.unicist.net/marketing/wp-content/uploads/2015/04/turi.pdf

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