Trigger consumer decision via data science and psychology

Consumer Decision
is the lifeblood of business

Manzanita is a consumer psychology-driven platform consultancy.

Psychological Profiling from Data

How many ads do you remember from yesterday?
If you are like 97% of us, the answer is zero. The brain filters out only the most relevant information in today's saturated landscape. Messaging must be cognitively resonant, or it will not even reach the thinking brain.

Manzanita's next-generation platform, AXIOMTREE®, analyzes audiences and clusters them into psychologically similar groups. You will know exactly how to communicate to trigger them to action.

Brand building and customer generation, simultaneously.

Brain Analysis

50 years of Research & Insights

AXIOMTREE® was built on a foundation of 50 years of psychological research and insights.

Our PsyCom® algorithm incorporates an array of cognitive models and gets smarter every day by analyzing various sources of data, from 1st party client data, social data, 3rd party data, and many others.


Advanced Data Science

AXIOMTREE® runs on the latest advances in data science to generate clusters of psychologically similar people, revealing their personality, motivations, and perceptions in detail on the Communications Blueprints.


A Blueprint to DECISION

AXIOMTREE® Communications Blueprints show you how to create communication that is cognitively resonant, breaks through the brain's filter, and gets to the mid-brain where decisions are made. Say goodbye to guesswork, say hello to science.

Founding story:
psychological customer creation

The problem is not what we think.
We were doing everything right at the world’s largest ad agency, but our results were on the decline. We had "the big idea,” "360 execution" and followed all the "fundamentals" the ad industry loves to talk about in the press and social media.

Agencies, consultancies, clients side teams—they are all comprised of people who hate Mondays, drink too much coffee, and are thinking about the next job on their career paths. They are as irrationally human as the rest of us. The usual agency promises of “our ideas are better,” consulting’s “our processes are more logical,” and both saying “Trust us, we’re famous,” when laid against human nature are difficult to believe.

I founded Manzanita by asking one simple question: setting aside all assumptions about persuasive communication and the buying process, advertising, marketing, and consulting, what will I find if I take it apart and put it all back together?

The Real Problem: We Filter 99% of Reality
Manzanita discovered early that consumers see as many as 10,000 ads each day, yet less than 3% of us remember even one 24 hours later. The reason is not a lack of creativity or bad strategy or any other ad industry measure or metric. The real reason is revealed only by exploring the irrational science of cognitive psychology. We have a filter in our brains called the “reticular activating system” that filters out over 99% of reality, and the classical best-guess, “our ideas are shinier” version of big-idea-advertising runs head-long into the filter. This is especially true given the massive volume of information we take in daily. The RAS is a greedy thief and it just stole your ad budget.

If you want to ensure your message gains access to the mid-brain where decisions are made, it must have the key to pass through the RAS: cognitive resonance. Or stated simply, high relevance to the target, determined from data with a high degree of statistical confidence.

Manzanita are a group of irrational people who have created a next-generation platform that discovers the precise psychological buttons to push in irrational consumers, employees, and teams. Working with human nature—rather than against it—is far more profitable, ethical, and rewarding than guesswork.

Christopher Demetrakos
Founder & CEO
Manzanita KK


Consumer Intelligence

  • Consumer psychology based data analysis and clustering by AXIOMTREE®
  • Communication building

AXIOMTREE® is a new technology. Our team of specialists work with you to assess the right data to analyze, run analysis and present the best way to utilize the results.

Strategic Consulting

We focus on simultaneous brand-building and customer creation.

  • Guide them through the Sorcery & Magic of creating messaging that is cognitively resonant.
  • Execution, Trust base, media buying.
  • Conversion optimization.
AxiomTree logo


Read psychology from data

Communication Blueprint

Cognitively resonant communication

Twitter Analyse

Analyse your audience based on keywords.

Strategic Consulting

Brand-building / Customer Creation

Client Story:
Sorcery & Magic saved the day.

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

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.

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.

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.