Unicist Corporate University

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


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.


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


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


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


Internet is the Environment of Virtual Marketplaces

Internet needs to be considered as an environment that establishes a context that allows fostering complementation. It also sustains virtual collaboration, which drives towards establishing actual business relationships.

Internet is becoming a “Virtual Emulation of the Real World” which drives to major changes in its development and use. This is a 10-year future scenario developed using unicist double dialectical logical inferences based on the actual conceptual functionality of Internet, the available technologies and those that are being introduced.

The purpose of this future research was to provide the trends of this activity to the worldwide community of Internet users. This research was led by Peter Belohlavek and Diego Belohlavek.

To access the basics on Unicist Future Research please enter:


The name Internet or www is already an anachronism because it describes an entity that seems to provide a network between the participants, but in fact evolved towards being an entity that has its own “artificial life”.


Internet, as an entity, is considered to have an artificial life because, as a timeless organization, it has a life of its own, and grows and evolves as a “virtual emulation of the world”.

At the beginning, it was a workspace for academics, scientists and researchers. It was an environment to integrate people dealing with technologies and science.

But it evolved to become the first global, bottom-up built, democratic, multi-minorities organized entity that emulates the world providing a reliable environment.

Now the Internet has already become an emulation of the world. As such, it is integrated by multiple cultures, languages, ethnicities, religions and histories that are integrated by a common meta-language and are ruled by a universal “common law”.

This common law is evolving extremely fast in order to avoid chaos and establish the limits between the inlaws and the outlaws without inhibiting the power of the bottom-up democracy that underlies Internet.

The meta-language is a virtual communication language that allows integrating people, building social capital, providing a pastime space, allowing addictive behaviors, making business and integrating all the aspects of human behavior that can be managed in a virtual environment.

The drivers towards Internet as an emulation of the world are:

  1. The influence of the Internet generation
  2. The anthropocentricity of human behavior
  3. The globalization of the markets
  4. The business opportunities
  5. The democratization that is implicit in its bottom-up approach

The new technologies that make the emulation possible are:

  1. The Web 2.0 and Future Web 3.0 technologies
  2. The responsive technologies to adapt to multiple hardware
  3. The development of virtual, commercial and semantic objects
  4. The segmentation based on predictors that allow building commercial communities.

What will have happened during the next 10 years?

  1. Internet will have become a business catalyst for all the central B2B providers.
  2. It will be the main tool for virtual collaboration and virtual marketing.
  3. It will have empowered the transparency and reliability of central participants.
  4. The parallel internet world will have grown enormously and will have generated the need to control it.
  5. A “common law” system will have been established.
  6. People will have become multi-minorities organized based on their values and interests.
  7. Education will have evolved focused on learning using virtual tools, changing structurally the role of teaching.
  8. Social networks will have changed towards multi-segmented communities in order to become commercially feasible.
  9. Customer support, counseling and coaching will be centrally managed on the Internet.
  10. Object driven marketing will be the core of the business use of the Internet.
  11. Healthcare will be strongly sustained by virtual monitoring and servicing.

The Real World and the Parallel World on the Internet

Internet emulates the real world and as such it has differentiated positions for its participants, which define the power they have in the world.

The paradox is that, although Internet is democratic, which means that everyone can earn a place based on the value that they add, the differentiation between the participants is frequently extreme.

There are two worlds in this “artificial world” defined by the Internet:

  1. A real world for those who participate in an adapted way.
  2. A parallel world for those who participate in an over-adapted way.

1) The Real World of Internet

Four segments have been identified in the Real World:

In the next ten years, within the Real World Internet, four segments that incipiently exist will be clearly developed:

Real World of InternetThe First World: It is the segment of all the websites that open the possibilities of the users by providing them a vision of the world that expands their boundaries. It is extremely democratic and ethic driven. The success of those that are in this segment depends on the capacity to adapt to changes in the environment while introducing changes to the environment. Google is an example of this segment. This segment allows using the Internet as a gravitational object to influence the behavior of the environment and as a catalyst for social actions and businesses.

The Second World: it is the world of all the servicing websites that add value to their users. This second world is more segmented and is focused on the minority that is a user of their services. It might also be multi-segmented when their service deals with social or commercial distribution. eBay is an example of this world. E-banking is also an example of this segment. Their success depends on their capacity of interpreting the needs of the segments and providing first choice alternatives for their users. This world allows using Internet as a catalyst for social actions and businesses.

The Third World: This is the world of all those that provide a space for individual exposure to their users; their value is given by their capacity to be an adequate vehicle to satisfy the individual need of being recognized. The social networks are examples of this world. This segment is based on building apparent relationships, which provide apparent recognition to the members. Their success depends on their capacity to build a true community that provides added value and not only a hollow space for individual expressions. This world allows using Internet as a vehicle for social and commercial proposals to their members.

The Fourth World: It is the world of the websites that have been built to install an organization, individuals or ideas in the Internet This segment is composed by the hygienic websites that need to exist in order to present an individual, an institution or an idea on the Internet, but that have no added value in themselves. These websites are based on the presentation of facts, actions or ideas without presenting any value adding proposal but “selling” an idea to the market. This is the massive world of the Internet that generates no feeling of belonging on behalf of the users. This world allows using Internet as a vehicle for virtual brochures for the market.

2) The Parallel World of Internet

There is also a parallel world on the Internet that is integrated by websites that are part of a pastime activity for those who manage them.

Four segments have been identified in the Parallel World:

Parallel World of InternetConspirators: This segment is composed by those websites that follow conspiracy theories that always publish an alternative version of an event that is happening or happened in the past.

Self-fulfilling: these are the websites of those individuals who consider that their opinion is important in the world and publish it without considering the actual added value of what they are publishing.

Terrorists: these are the websites that exert the power of destruction, including the self-destruction of what is part of an institutional structure.

Hackers: these are the websites that invade others in order to demonstrate their intellectual power and the weakness of others.

Learn more about Unicist Global Network Marketing at:

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.


Discovery of the Unicist Psychological Market Segmentation

The Unicist Psychological Market Segmentation was discovered at The Unicist Research Insititute. It has been applied for more than 25 years until it could be integrated in the Conceptual Psychology as a behavioral object.

Psychological SegmentationIt 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. You can access a synthetic document on Unicist Market Segmentation at:

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

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

  • Emotive
  • Affective
  • Protective
  • Authoritative


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.


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” 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.


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.

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.


Logical Management Tools: Unicist Pilot Testing Method

Solutions are omnipotent fantasies unless they have been tested. Solution testing implies testing their functionality and requires a precise design of the tests. The “trial and error” use of solutions is not a pilot test.

Pilot tests have two objectives:

– Falsification of knowledge

– Validation of knowledge

1) Falsification – Destructive testing

Falsification, in the field of complex problems, implies finding the limits of the validity of a given solution. To do so, it is necessary to develop experiences in homologous fields until the limits of validity are found.

Pilot TestsTwo elements are homologous when they have the same “nature”. A whale and a dog (an extreme example) are homologous if they are considered as mammals. A dollar and a yen are homologous considering that they are both currencies.

These two cases demonstrate that homology can be total or partial. When the solution necessary to influence a reality is falsified in a totally homologous field, then it is naturally secure. The extreme condition of this example is the homology of two identical elements.

The falsification process is a destructive test for solutions that are applied to realities with incomplete homologies.

The destruction occurs when a condition is found to demonstrate the fallacy of the solution.

2) Validation – Non-destructive testing

Validation implies the factual confirmation of the validity of solutions. Validation is achieved when a solution suffices to exert influence on a reality in a predictable way.

The validation process is homologous to a non-destructive test in the field of material research. Validation implies cause-effect relations.

Validation provides a reliable solution to operate under controlled conditions.

The solution is valid if the conditions of the application environment are analogous and homologous to the characteristics of the validation environment.

Learn more about the Logical Management Tools at:

Diego 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.


Opportunity for young graduates with marketing orientation

This is an invitation for graduates, from all over the world, to participate in what is the next stage in marketing applied to global businesses using the unicist object driven technologies.

Unicist Basic DiscoveriesWe invite young graduates, who are open to deal with the new stage in behavioral sciences applied to marketing to work in these marketing projects. These projects are developed by Think Tanks in which they would participate. There are sponsored learning programs for the applicants.

The discoveries made at The Unicist Research Institute allowed dealing with the roots of human behavior that were defined by Ethical Intelligence, Strategic Intelligence and the Logical Type of Thought, which define the basic drivers of human behavior.

We strongly suggest you compare this approach to the complex adaptive aspects of businesses with alternative technologies:

Compare with our Colleagues

These basics allowed emulating the nature of buying processes and using commercial, semantic and semiotic objects to influence the market.

If you are interested, please contact us so we can provide more information at:

Diana Belohlavek
CEO – Unicist Confederation

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.


Use of ambiguous language: a must-do in business

The use of ambiguous language is a necessary tool in business. It opens new doors if one knows how to read the feedback one gets. But it is dysfunctional when used at an operational level. That’s why it’s been the subject of bad press when the nature of its functionality is not understood, and is used at an operational level as a synonym of vagueness.

Maximal Strategies are based on the use of ambiguous language. Maximal strategies are the strategies that go beyond the boundaries of the actual actions.
Therefore they enter in the field of risk and uncertainty.

That is why the real possibility of the actions has to be found before defining the strategy.

This approach implies necessarily dealing with the fundamentals of the business.
The use of ambiguous language is necessary to deal with fundamentals. Maximal strategies become ventures without the use of ambiguous language.
Individuals, who cannot understand, speak and write synthetic / ambiguous language cannot develop maximal strategies.

Ambiguous language is based on a maximal strategy driven by a dialogue and a minimum strategy driven by a monologue, which is an informative action.

The maximal strategy implies exerting a functional influence while sustaining this action with the objective recognition that is obtained during the dialogue.

A dialogue itself is a biunivocal communication with mutual adaptation to the feedbacks received.
Maximal strategies are based on the conjunction “and”, and backward chaining thinking. This implies that a dialogue is possible if the final objective is in the mind of those who are dialoguing.

When there is no end in the mind there is no dialogue, just the coexistence of two monologues.

The minimum strategy is sustained by the dualistic thinking, the disjunction “or”, in order to obtain emotional influence and subjective recognition.

Forward chaining thinking is the approach to reality based on a predefined method of communicating. In this case, no one has a clear concept of the final goal to be achieved but the next step is clear for all the parts involved. Information implies monologues.

Being it a dualistic approach the information is right or wrong. If it is right, the information provides positive feedback, if it is wrong, the communication breaks up.

The better one manages ambiguity, the better one does business.

Diana Belohlavek

NOTE: The Unicist Research Institute was the pioneer in complexity science research and became a private global decentralized leading research organization in the field of human adaptive systems. http://www.unicist.org