Unicist Conceptual Market Research provides a framework to develop solutions for growth and market expansion. It includes the development of market labs, unicist semiotic groups and pilot testing processes to develop strategies and marketing objects to accelerate processes.
The unicist conceptual market research is based on the discovery of the intelligence that underlies nature and the development of the unicist logic. This allowed defining the structure of concepts and the fundamentals that regulate the functionality of living beings and drive the functionality of any adaptive system or environment.
This drove to the discovery that human actions are driven by the concepts people have in their long-term memory and that there is a related conceptual short-term memory that triggers instantaneous responses from people when they receive external stimuli.
This allowed defining the structure of concepts and the fundamentals that regulate the functionality of living beings and drive the functionality of any adaptive system or environment.
Conceptual market research is one of the four types of research that are needed to have a complete picture of marketing processes.
- Big data Segmentation using artificial intelligence
- Quantitative Market Research that measures the consequences of any kind of market behavior.
- Qualitative Market Research that measures the cultural and behavioral drivers of the market, behavioral segmentation and perceptions of stimuli.
- Conceptual Market Research that measures, on the one hand, the root drivers of buying processes, marketing strategies and conceptual market segments and, on the other hand, marketing actions of any kind.
Application Fields of Market Research
- Big Data Segmentation
Developing big data segmentation using data based artificial intelligence.
- Quantitative Market Research
- Dimensioning researches of any kind
- Research on opinions where there are neither taboos nor crises
- Research on habits where there are neither taboos nor crises
- Research on customs where there are neither taboos nor crises
- Qualitative Market Research
- Establishing behavioral segmentation
- Understanding the behavior of segments
- Establishing behavioral reactions to stimuli of any kind
- Measuring perceptions of companies, brands, categories or products
- Conceptual Market Research
- New products / service development
- Product positioning and marketing strategy building
- Developing differentiation and innovation strategies
- Analyzing strengths and weaknesses of products and services
- Defining the dynamics of buying and selling processes
- Developing marketing objects
- Establishing conceptual segmentation to deal with the root causes of buying processes
- Developing marketing catalysts
- Defining the price elasticity of demand
Unicist Conceptual Market Research Includes:
- Unicist Semiotic Groups that allow discovering and measuring the root drivers of behavior.
- Market Labs to manage the root causes of marketing processes to accelerate buying decisions. This includes the installation of maximal and minimum strategies and the emulation of markets, developing marketing objects and marketing catalysts and installing adaptive automation.
- Pilot Tests to validate the limits of the functionality of marketing objects and catalyzing objects and to confirm the functionality of specific marketing actions.
1) Unicist Semiotic Groups in Marketing
Unicist Semiotic Groups are a way to evaluate the functionality of marketing objects and communications of any kind. They allow managing the denotations and connotations of marketing and selling processes to ensure the generation of results.
The objective of the Unicist Semiotic Groups method is to confirm marketing and selling processes to ensure and improve their functionality. These groups work on the cloud and allow accessing the root drivers of human behavior.
People’s actions are driven by the concepts they have in their minds. Thus, their buying processes are driven by the concepts they have.
It has to be considered that spontaneous reactions are produced when people are being actively influenced. These reactions are produced by the conceptual short-term memory, that generates instantaneous responses, which are based on the concepts people have stored in their long-term memory.
The semiotic groups work based on the conceptual segments of a product or service and allow confirming segmented actions and multi-segmented actions that are necessary in marketing and selling processes.
This technology was developed to evaluate marketing and selling processes.
Specifically, semiotic groups deal with the research of concepts, value propositions, buying arguments, selling arguments, marketing objects, marketing catalysts, virtual objects and the functionality of websites, documents, proposals, advertising and any other communication where people are being influenced.
Semiotic groups have been applied to other fields, such as social applications, the development of future scenarios and the design of educational processes.
2) Unicist Market Labs
The Unicist Market Labs manage the root causes of marketing processes to accelerate buying decisions through the installation of maximal and minimum strategies, the emulation of markets by developing marketing objects and catalysts and the installation of adaptive automation.
The development of marketing objects and catalyzing objects increases more than 50% the speed of sustainable market growth. The Market Lab might be outsourced or insourced. Pilot tests provide the feedback from the market and the core learning input for the unicist artificial intelligence module.
Due to the crisis triggered by the Coronavirus, the value propositions of The Unicist Research Institute include the development of counter-cyclical solutions based on the technologies that were developed and applied in the world-crisis 2008.
The strategy labs are based on the knowledge of the structure of the concepts that drive the buying decisions of a specific market.
The strategy labs include the use of information provided by unicist knowledge base validated by pilot test.
They use expert systems to emulate the concepts of buying and marketing processes and develop commercial drivers, objects and catalysts to accelerate marketing processes.
The Market Labs are based on the structural knowledge of the markets that were researched at The Unicist Research Institute. This knowledge is refined by the use of semiotic groups and pilot tests to confirm the specific functionality.
3) Pilot Testing in Marketing
The pilot testing methodology of marketing objects, catalysts and proposals is complementary to any design method a company uses.
The pilot testing process of the marketing solutions includes the participation of a group that is integrated by a coordinator, a fallacy-shooter and an ombudsman.
There are two type of tests:
a) Pilot tests of the design of marketing solutions to confirm their functionality
b) Destructive pilot tests to confirm the limits of the solutions
a) The Pilot Testing Process
The pilot testing process of the design follows these steps to ensure results:
- Development of the first functional prototype
- 1st Test group
- Development of the 2nd prototype
- 2nd Test group
- Development of the 3rd prototype
- 3rd Test in real application
- Destructive pilot testing
Until the 2nd pilot test, what is being tested is the functionality of the value propositions using Semiotic Groups. It allows defining the aspects of the value propositions that need to be changed in order to fit into the needs that are being covered. The final confirmation is given by the use of destructive tests.
b) Destructive Pilot Testing
The methodology for destructive pilot tests aims at measuring the achievement of the objectives of a process or function and the limits of the functionality of the knowledge that sustains the actions.
Destructive tests are based on having a confirmed functionality. When they do not work, they are not destructive tests, they are pilot tests that confirm the functionality of a solution.
The destructive pilot testing of a value proposition for a predefined conceptual segment confirms that the results have been achieved while the boundaries are being extended, beyond the predefined limits of the segment, in order to find the limits of the functionality of the proposition.
There are four steps to develop destructive tests:
1) Developing Substitute Clinics
This approach implies using a real value proposition and comparing this solution with its substitutes.
2) Expanding the limits
The expansion of the limits of applications occurs after the comparison with substitutes has been generated and it has been demonstrated that the value proposition is functional and generates buying intentions.
3) Succedaneum Clinics
It implies developing the same process of comparing with substitutes but in this case the comparison is with succedanea. (See Step 1) This stage is the end of the destructive pilot testing process. The success of the marketing strategy has been ensured when this stage has been successfully achieved.
4) Ontological Reverse Engineering
The feedback from the pilot tests allows discovering latent needs that are not being covered by the proposals and developing a new value proposition.
The real operation is what defines the final limits of the knowledge that is being researched.