Millennials, Mindsets & Money is an initiative led by me and Howard Moskowitz using mind genomics science and cognitive economics (see Malcolm Gladwell’s TED talk for background),
We aim to help brands improve their understanding of Millennials while providing actionable guidance that will help their marketers answer the question: “How do we market our product, service or experience to Millennials?” – and grow our business today, sustainably, and profitably over time.
Our goal is to create a science of Millennials through which we understand the mindsets, preferences, and economic trade-offs Millennials make daily about products, services or experiences. Each “chapter” of the initiative will focus on a single product category. To date we completed two studies on beer, one on macro, the other on craft, and have one on wine in the field. We will rollout to financial services, food, travel, entertainment, transportation, and more.
We plan to make top-line findings available through this blog, and we plan to publish a series of ebooks, one for each studied category. We expect to publish 3-4 per year.
Sponsors underwrite the cost of the research. They gain a thought leadership platform for their marketing, and they have access to the full data set for slice-and-dice analysis for themselves or to advise key business partners.
Interested in sponsoring a study in your category?
Contact Stephen Rappaport who will provide you with all the details, benefits, costs, and timeline.
Mitch Joel, President of Mirum, digital expert and host of the Six Pixels of Separation podcast series, interviewed me and Howard Moskowitz about our work in cognitive economics. We talk about mind genomics, cognitive economics, research we’ve done, such as the classic study of red wine, and our book Millennials, Mindsets, and Money, which is in development.
You can listen to the podcast here: Cognitive Economics With Howard Moskowitz And Stephen Rappaport from the Six Pixels site, or from iTunes.
Here’s how Mitch introduced us:
Cherry Vanilla Dr. Pepper, Vlasic’s zesty pickles, and Prego’s extra chunky tomato sauce. None of these products would exist without Dr. Howard Moskowitz. His work has been immortalized in Malcolm Gladwell‘s TED Talk, Choice, Happiness And Spaghetti Sauce. The speech familiarized the world with his research on consumer segmentation. This work in horizontal-segmentation helps brands understand that their products should not be hierarchical in a world where different kinds of products suit different kinds of consumers.
Now, Moskowitz is pushing his work further with Stephen Rappaport (a former executive for the Advertising Research Foundation and business book author). Their work is looking to help brands rethink their consumer behavior through the science of mind genomics in a specialized area they call cognitive economics. Using robust listening studies mapped against consumer segmentation techniques, they’re unearthing fascinating and new consumer intelligence on how consumer behave. Enjoy this very fascinating conversation…