マーケティングに
行動心理学を。

消費者の意思決定は
ビジネスの口火

マンザニタは、行動心理学分析プラットフォームをベースとしたマーケティングのコンサルティング会社です。

行動心理学でオーディエンスの心を動かす

昨日見た広告、いくつ覚えていますか?
この質問に、ほとんどの人はゼロと答えてしまいます。
脳には不必要な情報を遮断するフィルターがあり、関連性の高い情報だけに通過が許されます。さらに、毎回論理的にプロコンを比較して判断されておらず、感情で意思決定が行われることの方が圧倒的に多いと言われています。 この認知プロセスに沿ったコミュニケーションでなければ、消費者は広告に気づいて、行動につなげることができません。

マンザニタが独自開発したプラットフォーム「AXIOMTREE®」は、ターゲット消費者を行動心理学傾向で分析。ターゲットの中に存在するクラスターと、アクションの引き金となる感情や心理傾向を明らかにします。

Brain Analysis

プラットフォーム「AXIOMTREE®」の特徴

  • 消費者を心理学傾向でクラスタリングする分析プラットフォーム
  • 実証された行動心理学理論をアルゴリズム化した「PsyCom®分析」を搭載
  • クラスターごとに、行動心理学傾向の解説書、”コミュニケーションブループリント”をアウトプット

幅広い種類のデータが分析可能

  • 1stパーティーデータ
  • SNSデータ
  • 3rdパーティーデータ
Psychology

データサイエンスの力

データサイエンスの近年の急進により、AXIOMTREE® が行う複雑な行動心理学傾向の分析とクラスタリングが、短時間で割り出し可能になりました。

Blueprint

消費者の意思決定への道筋

AXIOMTREE®のコミュニケーションブループリントは、行動を起こさせるコミュニケーション開発に活用できます。

MANZANITA発足のきっかけ

本当の問題
エージェンシーとしてやるべきことをすべて、高いレベルで行なっていた。前例のないビッグアイデアを、360度のローンチキャンペーンで展開した。広告の基本と言われていたことをきちんとカバーしていた。

にもかかわらず、日本に新規参入したその通信機器クライアントの商品は、まったく売れなかった。そのクライアントは日本でのビジネスをあきらめ、早々に撤退。その時、問題はそれまで言われていたところにあるのではない、と気づいた。

現実の99%はシャットアウト
1日に数千もの広告に触れているのに、翌日まだ覚えているものはほとんどない。これはクリエイティブの質が低いとか、戦略が間違っているとか、広告業界の基準が理由ではない。残らない理由は、心理学にある。脳には不要な情報を選別するフィルター機能(reticular activation system, “RAS”)が備わっており、五感から入る99%以上の情報が遮断されている。このフィルターを通るかどうかは、脳の意思決定プロセスつまり心理学を踏まえているかどうかにかかっている。昨今の流通情報量を考えると、勘と経験に頼ったコミュニケーションはまんまとフィルターに引っ掛かってしまうことが目に見えている。

脳が意思決定を行う部分までメッセージを届けるには、RASの鍵が必要。
マンザニタでは、ロジカルに行動しない消費者や従業員を動かすために押さえるべき心理学的なポイントを見つけ出す、次世代プラットフォームを開発している。勘と経験より、人間の本性を取り入れたメソッドの方が、満足する結果が得られる。

Manzanita株式会社
Christopher Demetrakos
Founder & CEO

サービス

サービス:コンシューマーインテリジェンス

  • AXIOMTREE®による行動心理学データ分析(PsyCom® 分析)
  • ターゲットの行動心理学クラスタリング
  • コミュニケーション開発

サービス:インテリジェントマーケティング

コミュニケーションの企画制作、メディア戦略、消費者体験、コンバージョン最適化などを含んだ、AXIOMTREE®分析結果を最大限に生かす包括的戦略コンサルティング。

AxiomTree logo

AXIOMTREE®

データから心理を読み解く

Communication Blueprint

人の認知プロセスにあったコミュニケーション

Twitter Analysis

キーワードからオーディエンスを分析

Strategic Consulting

ブランドビルディングと顧客創造

Client Story:
Sorcery & Magic saved the day.

Client stories: +56% revenue, 3 months, no paid ads.

1.
A luxury client asked us to run a pilot program to prove our concept, and they added some strict limitations. We gladly accepted the challenge. We were able to accomplish the results in the headline above, all within brand guidelines—generating revenue and building their brand value simultaneously.

2.
A global client approached us with a problem: declining revenue, declining customer satisfaction. When we analyzed the audience we noticed a polarity: half of the audience was highly agreeable and noncommittal. The other half was subject to negative emotions and demonstrated “bias blindspot,” which says “everyone is crazy except for me.” We changed messaging for the former group to: “everyone is confidently using this, you should too!” And for the latter group, we used: “No one understands this…except you.” Sales increased across the board.

3.
Another client was paying large sums of money on digital data tools and agency costs. Each platform/agency was telling them to do something different. Results for the client were plummeting as no one knew the right answer, and objectives like “awareness” were not generating revenue. Our consulting team worked with senior leadership to retrain focus on customer creation and organize the brand team’s skill sets to first work with AXIOMTREE®, generate cognitively resonant communication, test and validate the communication, and do accurate attribution (online and offline) to demonstrate exactly what is wasteful and what generates revenue.

クライアント&パートナー

Work With Us!

インターン経験者の声
Anna Komisarof picture
Anna Komisarof
Univ. of Pennsylvania
Marketing Intern
Major: PPE

During my 10 weeks at Manzanita, I worked directly with the CEO on a host of initiatives including compiling literature reviews for the firm's algorithm and spearheading the creation of the social media marketing strategy of the company.

My favorite part of being part of the Manzanita team was that my colleagues entrusted me to make a difference at the firm and regarded me as a valuable member of the team from my first week.

Micheal Singer picture
Michael Singer
Univ. of Pennsylvania
Psycom Intern
Major: Neuroscience

I was extremely priviledged to spend my internship working alongside the CEO. I was also impressed by the culture of constant learning that Manzanita fosters with its morning meetings, where their diverse team members would share their wisdom with one another.

Honing the pitch decks for clients took numerous iterations and remained a work in progress when I wrapped up the internship. It was a learning opportunity as I was able to understand the demanding trial and error process necessary to craft a story that resonates with clients.

Andrea Bianchi picture
Andrea Bianchi
Bocconi Univ.
Data Scientist Intern
Major: Economic & Social Sciences

The challenge was getting out of the academic world and into an office environment. I was afraid doing this in Japan would have been harder for me, due to the cultural differences. But Manzanita is so international that this turned out to not be an issue at all!

The culture at Manzanita was really free and flexible. Despite some natural hierarchies existing, I always felt comfortable and encouraged to talk with everyone. This is something that I imagine to be rare and I'm really grateful and lucky to have been able to experience it.

Shiini Niihara picture
Shiini Niihara
Temple Univ. Japan
Psycom Intern
Major: Psychology

I wanted an internship where my three years in Psychology classes could be of use, particularly in a business setting and I was definitely able to find that at Manzanita.

During my internship, not only was I working on PsyCom tasks, but I was also involved in some Marketing tasks such as social media content creation and design. I was able to learn about the Marketing side of the company, which I also ended up really enjoying as well.

Bruno Calvano picture
Bruno Calvano
Waseda Univ.
Marketing Intern
Major: Digital Economy Management and Law

I started from zero in Marketing and I learned a lot about the current state of marketing in Japan (in companies and agencies) with this internship. It has also helped me to understand the relevancy of Psychometrics for modern businesses. On a personal point of view, the most valuable element was to learn how to present my ideas orally, but also through high quality keynote presentations.

It was not only a good entry point for my career in Marketing in Japan, but it also gave me a lot of knowledge and perspectives on business in general. I am still using what I learned at Manzanita in my current job, and it made a difference on my CV and during interviews before finding this position.

Todd Reiss picture
Todd Reiss
Boston Univ.
Marketing Intern
Major: Business Administration & International Marketing

Being fresh out of university with a marketing degree was jarring because their unique methodology felt like it went against everything I had studied, but ultimately I aligned with a lot of the team's approach and continue to challenge fellow marketers and decision makers.

Manzanita's start-up atmosphere allowed interns to really contribute and learn. The small team also meant that we got the chance to really know each other and build good rapport. Everyone has a great sense of humor and is very welcoming. I am happy today to still be talking to a lot of the team and genuinely consider them friends.

Rintaro Hasegawa picture
Rintaro Hasegawa
Tokyo Univ.
Junior Analyst Intern
Major: System Engineering

As a Japanese freshman, a one-year internship in Manzanita was an eye-opening experience as if working in another country. With big support from the team, I improved my business and language skills at the same time. After six months, I got used to the environment and tried to develop new methods of analysis. Sometimes those ideas were adopted, and it made me confident. I strongly recommend being an intern at Manzanita as an initial business career!

Yevheniia Ishchenko picture
Yevheniia Ishchenko
Edinburgh Univ.
Psycom Marketing Intern
Major: Science - MS, Marketing

I do not think I've experienced any difficulties at Manzanita, I was always listened to and provided with all the assistance required. Manzanita supported me along the whole internship journey, even when it came to the search for accommodation in Tokyo or the choice of Uni for my MSc's degree.

What stood out the most is definitely the culture of respect that dominates all the relationships within the company.