Unicist Market Lab: A Catalyst Builder

An ADD-ON to Catalyze Sales in B2B & B2C Markets

The Pilot Test driven Market Lab is a Cognitive System that works as an ADD-ON for CRM. It builds Commercial Catalysts using the resources of the 4th Industrial Revolution.

The 4th Industrial Revolution established the framework of the Unicist Cognitive Systems that manage the unified field of businesses. The pilot test driven market lab was developed to build catalysts for sales processes to accelerate the speed of market growth. The Market Labs are for companies that use CRM or cloud marketing solutions such as IBM, Salesforce, SAP, Adobe, etc.

The commercial catalysts increase more than 30% the speed of market growth. The building of catalysts can be insourced or outsourced.

About Business Catalysts

Catalysts are objects that are naturally integrated in any living being. Among the most well-known catalysts in biology are the enzymes that catalyze multiple processes to ensure the survival and evolution of living beings. 

Adaptive business functions are regulated by driving, inhibiting and entropy inhibiting objects. Catalysts are objects that work as process accelerators that allow ensuring the functionality and evolution of adaptive systems of any kind.

The catalysts are part of the restricted context of the process that is being catalyzed, while the gravitational objects are part of the wide context.

Some of the companies that use business objects and catalysts are: Airbus, Amazon, Apple, BBC, Boeing, Dassault Systemes, Dupont, Ericsson, Facebook, General Electric, Google, Hilton, Honda, Hyundai, LinkedIn, Lufthansa, Mapfre, Mayo Clinic, Michelin, Novartis, Open Text, P&G, Pfizer, SAP, Siemens, Tata Motors, Toyota, Unilever, Walmart, Walt Disney World and Youtube.

The Market Lab ADD-ON as a Catalyst Builder

The Market Lab is an Add-On that is installed on the CRM of clients to define and develop commercial catalysts. It is based on the discovery that human actions are driven by the concepts and fundamentals individuals have, which define the root causes of buying processes that sustain their “buying arguments”.

This knowledge drove to the development of conceptual profiles, conceptual design, marketing objects and a pricing approach to develop catalysts for marketing actions.

It is for companies that are:
– Expanding markets
– Introducing new products/services
– Expanding new markets
– Developing new segments
– Building new channels


The installation of the Market Lab Add-On begins with the development of a one day virtual “clinic”, with up to 21 participants, where a real case is solved using the unicist evolutionary approach. This clinic is divided into two parts:

  1. The transfer of the basics of the technologies included in the system
  2. The solution of a real case using these technologies

This allows confirming the functionality and simplicity of the unicist approach.

The Pilot Test Driven Market Lab is installed as a prototyper, that allows building the system, and works on the cloud where the collaborative work of the Lab takes place. It includes the fundamentals of the market segments and of the marketing functions and processes that allow building catalysts.

Expert System with Unicist Artificial Intelligence

The Unicist XD-Expert Systems were developed to manage the fundamentals of business processes to develop solutions in adaptive environments. Adaptive behavior is a turning point in the context of the 4th Industrial Revolution. With multiple specialized modules to solve specific problems, these systems manage the unified field of the business processes to manage their adaptability.

They simplify the building of adaptive solutions based on the use of the concepts and fundamentals of processes, an intuitive approach based on the experience of the users and a pilot testing approach that ensures the functionality of results.

The unicist approach to the 4th Industrial Revolution is based on managing the unified field of business functions to increase their adaptability, productivity, quality, customer orientation and sustainability.

The unified field is managed by cognitive systems with Unicist Artificial Intelligence that use the ontogenetic maps of business functions to manage the concepts and fundamentals of businesses. This approach increases the competitive advantages and fosters growth and profitability.

The Unicist XD-Expert Systems are cognitive systems that use the basics of Unicist AI to develop business solutions. Cognitive systems are part of the solutions introduced by the 4th Industrial Revolution.

The purpose of cognitive systems is to interpret reality. The human brain is “the” paradigmatic example of a cognitive system.

The use of cognitive systems is necessary to develop solutions in adaptive systems and complex environments. The use of XD-Expert systems accelerates the building of solutions.

The Market Lab includes:

1) A Process-catalysts Builder
2) A Profile-catalysts Builder
3) A Catalyzing-objects Builder
4) A Pricing-catalysts Builder
5) A Pilot Testing Module

1. A Process-Catalysts Builder

Commercial Process-Catalysts Builder

It includes:

  1. A buying process-catalysts builder
  2. A distribution-catalysts builder
  3. Product-catalysts builder

The process catalyst builder is based on the conceptual segmentation of the market, which allows developing catalysts that take advantage of the Conceptual Short-Term Memory (CSTM) that triggers all buying processes.

2. A Profile-Catalysts Builder

Profile-Catalysts Builder

The catalysts to accelerate the buying processes are based on:

  1. The needs driven profiles, which manage individual segmentation
  2. The role driven profiles that respond to the collective intelligence
  3. The use value driven profiles that depend on the functional use of products/services

The unicist technologies allow defining the observable characteristics of the people that belong to the segments we want to approach. This allows using catalyzing-objects based on the goodwill of the value propositions to approach the actual and latent needs of the participants of a market.

3. A Catalyzing-Objects Builder

Catalyzing-Objects Builder

The Catalyzing-Objects Builder includes:

  1. Specific catalyzing-objects builder
  2. Commercial-objects to catalyze specific selling processes
  3. Semantic-objects to install generic catalysts

Some of the companies that use objects in their organization are: Airbus, Amazon, Apple, BBC, Boeing, Dassault Systemes, Dupont, Ericsson, Facebook, General Electric, Google, Hilton, Honda, Hyundai, LinkedIn, Lufthansa, Mapfre, Mayo Clinic, Michelin, Novartis, Open Text, P&G, Pfizer, SAP, Siemens, Tata Motors, Toyota, Unilever, Walmart, Walt Disney World and Youtube.

4. A Pricing-Catalysts Builder

The pricing module allows developing catalysts that empower the acceptance of prices and manage the elasticity of demand considering that:

  1. The Affordability Pricing is for products/services and circumstances where the price is a limit.
  2. The Opportunity Pricing is for products/services and circumstances where the price is a driver.
  3. The Valorizing Pricing is for products/services where the price represents their value.

The pricing catalysts builder is based on the fact that the use of a product and the competitive alternatives implicitly change its subjective value.

Therefore, to develop catalysts, it is necessary to manage the “price elasticity of demand” depending on the price and the subjective value that sustains the price. The price elasticity occurs within the fuzzy set described and defined by the value-price relation.

E.g.: When a catalyst increases the price-value relation, and there are no income restrictions, the quantity demanded rises despite the price increase.

5. A Pilot Testing Module

The pilot testing module uses two different tests:

  1. To validate the limits of the functionality of catalysts and catalyzing-objects.
  2. To confirm the functionality of specific actions.

Pilot tests provide the feedback from the market and the core learning input for the unicist artificial intelligence module. The testing of unicist ontologies implies testing their functionality and requires a precise design of the tests.

6. Counseling

The Pilot Test Driven Market Lab includes an external counseling process to support the solutions that are being developed and ensure the functionality of the pilot tests.

It provides support for the solution of complex problems, based on the knowledge of the conceptual structure of the solution.

It provides support for the solution of complex problems, based on the knowledge of the conceptual structure of the solution.

It allows building structural solutions where there is a need for managing the root causes of the problems.

The counseling process has been designed to support the integration of market changes. This external counseling process is based on developing solutions in one-day virtual clinics working with the users.

Independently from special occasions, it is suggested that pilot tests be developed every quarter to take advantage of the evolution of the market to refine the catalysts that are being used.

7. Unicist Profiles and Big Data Analytics

Unicist Big Data Management includes the use of Unicist Artificial Intelligence and Neural Networks.

It implies the integration of unicist segmentation and profiles that allow defining predictors that are used as an input for big data analytics.

When managing Big Data, machine learning is dependent on the quality of learning data sets, that is why it is subject to cognitive bias.

The use of the ontogenetic maps of business functions avoids the bias and ensures the quality of intelligent big data analysis.

 Main Markets & Countries

Main Markets (Generic)

Automobile • Food • Mass consumption • Financial • Insurance • Sports and social institutions • Information Technology (IT) • High-Tech • Knowledge Businesses • Communications • Perishable goods • Mass media • Direct sales • Industrial commodities • Agribusiness • Healthcare • Pharmaceutical • Oil and Gas • Chemical • Paints • Education • Services • Commerce and distribution • Mining • Timber • Apparel • Passenger transportation –land, sea and air • Tourism • Cargo transportation • Professional services • e-market • Entertainment and show-business • Advertising • Gastronomic • Hotel-management • Credit card • Real estate • Fishing • Publishing • Industrial Equipment • Construction and Engineering • Bike, motorbike, scooter and moped • Sporting goods

Country Archetypes Developed

Algeria • Argentina • Australia • Austria • Belarus • Belgium • Bolivia • Brazil • Cambodia • Canada • Chile • China • Colombia • Costa Rica • Croatia • Cuba • Czech Republic • Denmark • Ecuador • Egypt • Finland • France • Georgia • Germany • Honduras • Hungary • India • Iran • Iraq • Ireland • Israel • Italy • Japan • Jordan • Libya • Malaysia • Mexico • Morocco • Netherlands • New Zealand • Nicaragua • Norway • Pakistan • Panama • Paraguay • Peru • Philippines • Poland • Portugal • Romania • Russia • Saudi Arabia • Serbia • Singapore • Slovakia • South Africa • Spain • Sweden • Switzerland • Syria • Thailand • Tunisia • Turkey • Ukraine • United Arab Emirates • United Kingdom • United States • Uruguay • Venezuela • Vietnam