psycom

psycom

Engineer human decision

“I just wish I could jump into the minds of our consumers!”

Now you can.

PSYCOM - The Next Evolution in Marketing Manzanita has developed an AI-powered technology that unlocks the human mind for marketers, based on 50 years of research and developed by a team of neuroscientists, psychologists, and ad veterans.

PsyCom is synonymous with “marketing,” but with a twist: it’s focused on triggering decision in groups of audience by a radical technology that reads psychological traits.

Clients & Partners

BAT logo Chivas logo COSMO logo Dentsu Digital logo Genesis Healthcare logo HK Express logo BBDO logo Jimmy Choo logo Pernod Ricard logo Yamagata logo

Ads cannot directly affect sales

Ads cannot force someone buy, nor mesmerize people into money-proffering zombies.

Ads cannot make someone click, advocate, subscribe, engage, or follow.

Ads do none of that because humans have free will.

Assumption on people and ads

Decision is your only objective

If you engineer consumer decision through communication, you will reach all of your marketing objectives, reliably and repeatedly.

PsyCom is your unfair advantage, you will get it right every time!

What can an ad do?
Trigger decision
Ad, decision and resonance
“Thinking is to humans as swimming is to cats.
They can do it but they'd prefer not to.”
Daniel Kahneman
2002 Nobel Prize
Behavioral Economics

The most powerful ad blocker

99.99%

AMOUNT OF REALITY THE BRAIN FILTERS OUT.

10,000

NUMBER OF ADS WE “SEE” EACH DAY.

2.7%

% OF PEOPLE WHO CAN REMEMBER A SINGLE AD WITHIN 24 HOURS.

If your ads are intuition-based, and your messaging is not resonant, it's invisible.

Psycom
case study:

Global whiskey

A bottle of whiskey

Psycom
case study:

Global whiskey

duration

3 months

revenue increase

+56%

Paid ads

0

WHAT vs. WHY

General insight that tell you "WHAT".

Tells you what
analytics
  • Clicks
  • Visits
  • Bounce rate
  • Products
  • Ad versions
Market research segments
  • Nomad Baristas
  • Executive Sophisticates
  • Social Silvers
  • Creative Connoisseurs
Data
  • Pay by card
  • Visits
  • Correlations sns
  • Medium user
Preferences
  • Likes cats
  • Trend setter
  • Put on left sock first....
  • Stylish
Demographics
  • Gender
  • Geography
  • Income

Creative based on what.

Three person cheering with a glass of whiskey.

Psycom tells you why

Psycom analysis

A chart representing 54% of introverts and 46% of extraverts.

Creative based on why: introverts.

Someone sitting on a chair with a glass of whiskey and his cat at home.

The client was speaking to only extraverts. Introverts did not even see it, their brains filtered it out. We ran introverted messaging, accessed the brains of a new customer segment, and sales immediately went up.
*Simulation of actual assets

Insights tell you how to get decision

If it doesn’t tell you how to trigger decision, it’s not an insight. It’s just more data that needs to be interpreted, that the creative team may ignore anyway.

An insight, by definition, is one that leads you to consumer decision, your one true objective. And they are all actionable.

Target the total addressable market

No more “smallest viable niche,” or narrow, hyper-defined targets that sacrifice customers. Using PsyCom clusters, target the Total Addressable Market. “Consistent messaging across touchpoints and devices” is old thinking. A message that is not resonant will be filtered by the brain, anyway, so now you can target everyone with affinity for your product. Your CFO will love you!

"Smallest viable niche"

Representation of a niche market.

Total Addressable Market

Representation of the total addressable market.

How psycom works

Manzanita has developed ax3, the world’s first comprehensive psychometric platform. The models are more than just “personality” or “motivation.” ax3 models derive from the entire spectrum of human cognition, and include only what triggers consumer decision (and nothing else). Our technology is the only of its kind in the world. Manzanita uses ax3 on behalf of clients to execute PsyCom, the intelligent marketing framework.

ax3 logo (white)
1
Affinity & Data Mining

Sample those with affinity

2
Analysis & Clustering

Psychological traits & triggers

Manzanita logo (white)
3
Cognitively Resonant
Creative

Engineer decision

4
Resonance Testing
& Validation

Prove it works

5
Campaign Strategy

Media efficiency

The most intelligent way to market

PsyCom is not an incremental improvement, it’s a paradigm shift in how effective you can be in your marketing and sales.

Stop guessing. Start sciencing.

ax3, built by a team of neuroscientists and ad veterans, is AI-driven and the only one in the world that reads consumer psychology, across all of human cognition, not just one or two aspects, like personality or motivation.

Your unfair advantage in tough economic times.

When you control decision, you control your business results. While everyone else is still guessing, you’ll capture reliable revenue, no matter the economic climate.

Be right. Every time.

Your job as a marketer is to be right. You have to be right about your consumer insights, right about the idea, and execution. With PsyCom, you’ll be right every time. Hello holiday bonus.