Sequencing the ‘Dairy Mind’ Using Mind Genomics to Create an “MRI of Consumer Decisions”

Abstract

We present the research methodology that generates an integrated database of the mind of a dairy consumer, regarding nine different dairy products. The set of studies deals with a variety of end products, presenting alternative messages about each product. Respondents rate combinations of messages, that is, vignettes, which are created using an advanced form of conjoint analysis. OLS (ordinary least-squares) regression is used to deconstruct the ratings at the level of the individual respondents, producing a coefficient value for each message that was tested. Cluster analyses revealed three distinct mind-sets around dairy products: a strong focus on flavor, a strong focus on health, and a strong focus on price. This chapter demonstrates how the science of Mind Genomics is further applied through a typing tool, known as PVI (personal viewpoint identifier). The PVI is able to identify the mind-set of any individual that provides a binary response to six short questions. The chapter concludes with a vision for the future of the Mind Genomics research methodology in the fields of science and business.