The unicist root cause marketing approach is based on the unicist conceptual segmentation model that allows managing the influence of the Conceptual Short-Term Memory (CSTM) that triggers all buying processes.
The basic researches that sustain the unicist B2C segmentation model and the segmentation of virtual B2B and B2C markets, together with the applied researches developing the specific applications were developed at The Unicist Research Institute. (Access here) They are provided as Technologies as a Service (TaaS).
• The discovery of the ontogenetic intelligence of nature allowed discovering the concepts that underlie natural and artificial adaptive entities and explain their evolution. It provided the basics for secure strategy building and for the management of the root causes of things.
• The discovery of the triadic functionality of human conscious intelligence allowed emulating nature to develop strategies to influence the environment. It provided the basics to understand and influence individual actions.
• The discovery of the triadic functionality of collective intelligence allowed understanding the evolution of groups, institutions and societies. It provided the basics to understand and influence social behavior.
These basics sustain the emulation of the concepts and fundamentals of an adaptive environment that allow managing its root causes and the development of unicist strategies to ensure the generation of results.
It has to be considered that any value proposition made to a person is recognized by the Conceptual Short-Term Memory (CSTM) that uses the concepts stored in the Long-Term Memory (LTM). Therefore, the marketing actions that are based on conceptual segmentation increase notoriously their effectiveness.
The unicist marketing technologies have been developed at The Unicist Research Institute to manage the root-causes of buying processes. Unicist Root Cause Marketing is an approach based on the use of business objects and the unicist segmentation.
Buying decisions are driven by the concepts individuals have. That is why buying decision are driven by the instantaneous actions of the Conceptual Short-Term Memory that use the information stored as a concept in the long-term memory.
While new markets are being researched, the unicist segmentation model is only applied to the markets where their conceptual structures have been discovered. It has to be considered that the conceptual segmentation defines the nature of the business and establishes the starting point of the segmentation and profiling model.
These main markets are:
Automobile • Food • Mass consumption • Financial • Insurance • Sports and social institutions • Information Technology (IT) • 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
The Unicist Segmentation Model allows building accurate customer profiles both for B2C and B2B markets. It provides the necessary information to define interdependent universes when using big data analytics. Unicist market segmentation is the integration of the drivers that influence buyers or consumers when deciding what to buy, or what to do.
The Unicist Customer Profiles allow focusing on specific segments of a market and expand through their influence on adjacent groups of potential customers.
These profiles are built based on the unicist structural segmentation models that allow influencing buying decisions using commercial, semantic and semiotic objects.
The objective of using the unicist profiling technology and the use of marketing objects is to increase sales.
The hard segmentation includes the definition of the functional needs, the urgent needs and the latent needs that are covered by a product or service. The hard segmentation is the starting point of the unicist segmentation model in the case of product-driven marketing. It defines the context (category) that allows influencing the buyers’ decisions. In the case of brand-driven marketing, the satisfaction of latent needs works as a catalyst of the influencing process.
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, which might be functional or dysfunctional. The knowledge of the concepts and individual has is needed to forecast her/his behavior.
The discovery that the behavior of individuals is driven by the concepts they have, made the conceptual segmentation necessary. This segmentation describes the nature of a product as it is perceived by the potential buyers. “Suspicion” is installed in the mind of the prospective buyers if the category of a product does not fit into the pre-concepts they have.
The Functional Segmentation is defined by the benefits that are generated by the characteristics of a product. It defines the aesthetics of a product. Functionality is defined as the capacity of something to satisfy an individual's need.
The discovery of the conceptual structure of aesthetics made the functional segmentation possible. This segmentation integrates the hard characteristics and the conceptual segmentation with the aesthetics of a product in the case of product driven markets. In the case of brand driven markets, on the other hand, it transforms the concept that underlies the value propositions into observable attributes. It is the driver of rational buying processes and defines the capacity of something to satisfy an individual’s need. If it does not, it cannot be perceived or is rejected.
The psychological driver deals with the maturity of the intrapersonal and interpersonal bonds that allow integrating the functional intelligence an individual has and making the active intelligence driven actions adaptive. An individual adapts to reality within limits. Psychology established the limits of an individual's context.
The psychological segmentation defines the bonds between buyers and the product. The discovery of “Conceptual Psychology” allowed developing the structure of the psychological segmentation that drives the emotional bond between products and buyers during the buying processes. It is required in order to avoid installing doubts in the mind of the prospects.
The Lifestyle segmentation is defined by the social role of the buyer in the environment. Collective intelligence provides behavioral patterns that establish the cohabitation rules of a society and defines who is a member and who is an alien. It includes the transcendent and immanent aspects of behavior. Only in the case of basic human needs lifestyles are not a limit but only a gravitational force. The discovery that cultural archetypes work as the concepts of a culture required developing an anthropological lifestyle segmentation. This segmentation allows installing value propositions within the limits established by the collective intelligence of a culture. When the value proposition exceeds these limits, the proposals are perceived as marginal.
This prototyper allows defining the observable characteristics of the people that belong to the segments that want to be approached. The unicist profiling technology allows integrating the "hard" characteristics of a segment with the "functional", "psychological", "conceptual" and "lifestyle" segmentations and transforming them into customer profiles. The use of customer profiles begins with the approach to the segments that are natural buyers of a product/service and and then continues with 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 and latent needs of the participants of a market.
The integration of unicist segmentation and profiles allows defining predictors that can be used as an input for big data analytics. The use of intelligent tools allows confirming the accuracy of the market information and expanding the boundaries of the marketing actions. The integration process is managed by Think Tanks organized with the participation of the clients.
The Unicist Technology is based on the use of the operational concepts that are defined by the unicist segmentation. This allows using segmented marketing and objects to expand markets. It is the natural complement for Big Data Analytics. It increases significantly the reliability of the commercial results by managing each segment as a universe itself.
The information of the structure of the concepts and fundamentals included in this library allows managing the root causes of business functions.
The root cause library is based on more than 5,000 researches developed at The Unicist Research Institute.
It provides the knowledge objects, concepts and fundamentals to build business solutions including strategies, processes, roles and business objects.
We invite you to participate in a micro-clinic or webinar to learn about the unicist approach to root causes in marketing. The unicist approach to root cause management is based on the discovery that concepts drive human actions and define the root causes of problems, which allows developing structural business solutions. They allow defining what is possible to be achieved and building the necessary business objects to make it happen.