Neurotypes™ (non-conscious relationships) quantitatively determine which of sixteen relationships a brand or business currently has for a given target audience and the relative strength of the relationship, or signal strength, relative to competitors and other, beacon brands who, although they may be outside the category, have successfully established similar relationships.
Each of the four prime Neurotypes represent a unique relationship profile based on both original global research and an extensive review of multi-disciplinary scientific literature. There is both a primary and secondary Neurotype dimension in a brand relationship that results in sixteen distinct Neurotypes shown in the chart below. Think of it as a sixteen-drawer file cabinet. Beacon brands are populated on the chart to illustrate a key brand in each Neurotype. Two hundred and forty US brands have been classified thus far and iconic brands for each profile are identified here. Another collection of 240 brands have recently been classified in Japan.
Neurotypes™ Brand Relationships
Once typed and calibrated, a marketer can use Neurotypes to assess the impact of their current marketing activities, determine what activities will be more effective in the future and gain provocative and proprietary insights on how to strengthen the brand's relationships across the 6P framework (product, package, placement (distribution), price, promotion and positioning).
Any existing data (attitudes, usage, media consumption, etc.) that is tagged by brand can be reclassified by Neurotype. Accordingly, Buyology is working with some of the most extensive databases in the world to populate the proprietary Neurotype database with comprehensive insights; once a company knows it's Neurotype it will instantly have access to a wealth of material guiding their behavior and performance.
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