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.

Join our team!

Our Past Interns

Julia Trujilo

Romain Calvano

Marketing Intern

LinkedIn Logo

KEDGE Business School, Business

If I have to remember only one point that characterizes Manzanita, it would be the mutual help and one-team mindset! I had the chance to join the team to learn more about digital marketing but in the end, other team members were kind enough to train me in marketing psychology and web coding as well. I even had the chance to work on creating a survey in the form of an interactive game, which was really interesting! Chris knew perfectly how to use my creativity and my knowledge in video editing and design in a smart way for the company. I didn't see the time pass during my internship, it was a wonderful experience.

Julia Trujilo

Julia Trujillo

Marketing Intern

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University of Colorado, Boulder, Strategic Communications (Public Relations)

My goal while looking for internships was to get real- world experience in Japan's marketing/advertising industry, and Manzanita was the perfect place for me to gain that experience. I worked closely with professionals and learned about the complexities of the industry. During my internship, I had the opportunity to create social media plans for the company and the CEO, work on pitch decks for potential clients, and create wireframes for their websites. The diverse company culture and friendly environment stood out to me the most and made my three months there unforgettable. I am excited to take what I learned at Manzanita and put it toward my future career!

Kazuki Furihata

Kazuki Furihata

Web Design Intern

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Temple University, Communications Studies

My internship experience at Manzanita was a valuable experience. The members of Manzanita are very friendly and talented people. Each member has strengths in skills such as engineering and psychology. If you take an internship here, you will be inspired by the environment where smart people work together. I was able to learn not only about work, but also about trying to communicate with the members. In the future, I want to be the person who can build a partnership with the Manzanita company, I encourage you to do an internship at Manzanita!

Shiini Niihara

Shiini Niihara

PsyCom Intern

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Temple University, 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.

Anna Komisarof

Anna Komisarof

Marketing Intern

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UPenn, Philosophy, Politics, & Economics

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.

Andrea Bianchi

Andrea Bianchi

Data Science Intern

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Bocconi University, Master of Science, Economic and 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.

Todd Reiss

Todd Reiss

Marketing Intern

LinkedIn Logo

Questrom School of Business, Boston University, Business Administration, 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.

Michael Singer

Michael Singer

PsyCom Intern

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UPenn, Bachelor of Science - Neuroscience

I was extremely privileged 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.

Yevheniia Ishchenko

Yevheniia Ishchenko

PsyCom Intern

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The University of Edinburgh, Master of 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.

Rintaro Hasegawa

Rintaro Hasegawa

Data Science Intern

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University of Tokyo, 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!

Bruno Calvano

Bruno Calvano

Marketing Intern

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Waseda University, 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.

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