Reading Virtual Minds Volume I: Science and History, 4th edition

NextStage: Predictive Intelligence, Persuasion Engineering, Interactive Analytics and Behavioral Metrics It’s with great pleasure and a little pride that we announce Reading Virtual Minds Volume I: Science and History, 4th EDITION.

Reading Virtual Minds V1: Science and History, 4th edThat “4th EDITION” part is important. We know lots of people are waiting for Reading Virtual Minds Volume II: Experience and Expectation and it’s next in the queue.

But until then…

Reading Virtual Minds Volume I: Science and History, 4th EDITION is about 100 pages longer than the previous editions and about 10$US cheaper. Why? Because Reading Virtual Minds Volume II: Experience and Expectation is next in the queue.

Some Notes About This Book

I’m actually writing Reading Virtual Minds Volume II: Experience and Expectation right now. In the process of doing that, we realized we needed to add an index to this book. We also wanted to make a full color ebook version available to NextStage Members (it’s a download on the Member welcome page. And if you’re not already a member, what are you waiting for?)

In the process of making a full color version, we realized we’d misplaced some of the original slides and, of course, the charting software had changed since we originally published this volume (same information, different charting system). Also Susan and Jennifer “The Editress” Day wanted the images standardized as much as possible.

We included an Appendix B – Proofs (starting on page 187) for the curious and updated Appendix C – Further Readings (starting on page 236). We migrated a blog used for reference purposes so there may be more or less reference sources and modified some sections with more recent information.

So this edition has a few more pages and a few different pages. It may have an extra quote or two floating around.

You also need to know that Reading Virtual Minds Volume I: Science and History is a “Let’s explore the possibilities” book, not a “How to do it” book. As such, it deals with how NextStage did it (not to mention things that happened along the way). It does not explain how you can do it. This book’s purpose is to open a new territory to you and give you some basic tools for exploration.

There are no magic bullets, quick fixes, simple demonstrations, et cetera, that will turn you into jedis, gurus, kings, queens, samurai, rock stars, mavens, heroes, thought leaders, so on and so forth.

How to Do It starts with Volume II: Experience and Expectation and continues through future volumes in this series. We’ve included a Volume II: Experience and Expectation preview with a How to Do It example on page 302 so you can take a peek if that’s your interest.

That noted, I’m quite sure that you won’t get the full benefit of future volumes without reading this one because unless you’ve read this one you won’t understand the territory you’re exploring in those future volumes.

Reading Virtual Minds V1: Science and History, 4th edThat’s Reading Virtual Minds Volume I: Science and History, 4th EDITION. It’s so good and so good for you! Buy a copy or two today!


Posted in Analytics, Consumer Psychology, Marketing, NextStageology, Predictive, Research, Social, Tools, {C,B/e,M}sTagged , , , , , , , , , , , ,

NSOS – About NextStage OnSite

NextStage OnSite Digital Property Traffic Monitoring Tool

Use: Pure and simple, you login and get your report. Clean, quick, simple and neat because we like it that way.

NextStage OnSite (NSOS) is a visitor analysis tool based on Nextstage’s patented and award winning Evolution Technology (ET). ET is the only patent (as far as we know) granted by the USPTO that “allows machines to understand and respond to human thought“.

NextStage OnSite Basic consists of up to thirty (30) reports that work on any digital property regardless of site or visitor language. Clients may contact NextStage regarding adding reports as additional costs may be involved. Each NSOS installation includes one (1) day of consulting/month. Clients may purchase additional consulting at US$5,000/day.

NextStage OnSite Advanced requires visitor native language knowledge, adds an additional thirty (30) reports and is only available to select clients and researchers (contact NextStage for details).

NextStage OnSite Basic or Advanced require a minimum of 5,000 unique visitors per time period to report properly. The only tagging requirement is a simple JavaScript tag between the </BODY> and </HTML> tag on each website page you want monitored. Mobile properties are monitored slightly differently although the ease of installation is the same. Clients are given password access to their reports.

Basic Onsite reports include:

Age

The Age report determines the demographic age breakdown of visitors to your site.

Visitor Age Analysis

Branding

This report measures if visitors are being branded while they’re on your site. Technically, it measures how much of the visitors’ deep and long-term learning channels are active while they’re on the site and how well the site as a whole passes information into those channels. There are several learning channels depending on how and where and for how long you want information stored. You want visitors to remember a site/product/brand as separate and unique from other sites/products/brands they’re visiting because they can only return to a site if they remember it exists in the first place.
That, in a nutshell, is branding.

Branding

Conversion Factors

This graph shows eight easily modifiable factors need to be adjusted to increase conversions. The yellow bar indicates how much each page is contributing to the conversion, the blue indicates how much the visitor is contributing to the conversion and the red indicates the importance visitors are attributing to each factor. A red dot above the yellow and blue bar indicates the page needs to contribute more to a given factor to increase conversions. A red dot in a blue area indicates visitors are contributing too much information — information you have no control over — to the decision process. The eight conversion factors measured are:


  • Can the individual imagine themselves using/doing something?
  • Would the individual really use the product or would it just collect dust?
  • Can the product, service, whatever be successfully worked into their current lifestyle or would getting whatever require a change in their lifestyle? (Note that this may or may not be a positive experience based on other factors)
  • Has the individual had any experience with this or a similar product/information?
  • Is the individual using this or a similar product?
  • Has, does or will the individual have a need for this or a similar product?
  • Does individual believe they will have or have they had pleasure due to the product, service, whatever?
  • Does individual believe they will have or have they had pain due to the product, service, whatever?

Purchase/Exchange Stop


Credibility

The Credibility report measures if site visitors found the information on your site Credible (believable), Uncredible (they want to believe and want substantiating information) and Incredible (they simply don’t believe it).

Credibility


Defection

Defection is the counterpoint to Loyalty. Loyalty measures a willingness to endure pain while Defection measures how long that pain will be endured before the individual “goes to the other side”. This report lists “Days to Defection” in the horizontal axis. Note that this report is actually measuring visitor subjective time (what the visitor thinks, not necessarily what they’ll do although the two usually coincide). The report examples shown here indicates that NextStage site visitors tend to be both loyal and have no interest in defecting.

Time To Defection


Engagement by Gender

The Engagement by Gender report shows you if males or females are more interested in your site and/or are shopping your site more carefully.

Engagement by Gender


Engagement by Page

The Engagement by Page report determines which pages are generating the most interest (across all users) on your site, and is a measure of visitors motivation to purchase, exchange, conduct business, etc., on a page by page basis.

Engagement by Page


Engagement by URL

The Engagement by URL report determines which URLS — hence which geographic locations — are sending you visitors most interested in your site/service/product/offerings. This report matches levels of engagement to distinct URLs, indicating which visitors and which geographies are the most likely buyers. Knowing this information directly guides your on- and off-line marketing efforts. You learn quickly where to direct your collateral efforts and can measure how successful recent efforts have been.

Engagement by URL


Engagement by Time Period

The Engagement by Time Period report indicates when visitors to your website are in a “buying” or “conversion” mood. Certain companies will bid on search terms during specific time periods because they know that’s when ‘the fish are biting.’ The Engagement by Time Period report shows when ‘the fish are biting’ on your website.

Engagement by Time Period


Expectation

Expectation is the basic, gut level desire visitors have of satisfying some need when they come to your site. That need can be finding goods, getting or finding some service, getting information, making contact, servicing their account, whatever it was they made them want to visit your site in the first place. Expectations can be low, medium or high. Measuring expectation is crucial in designing material so that it quickly helps visitors achieve their goals.

Expectation


Experience

This report measures the basic, gut level reaction a visitor has to your website. Visitors can have a good experience, a bad experience or be indifferent. Knowing Experience is key to everything about making sure your message gets across, that your product gets purchased, or that your site gets and keeps people coming back. People will remember extremes, so you want their experience to be either good or bad. In either case, they’ll return. If it was a good experience, they’ll return because they enjoyed it or were successful. If it was a bad experience, they’ll return with friends to show them how bad it was. You never want visitors to go away indifferent. People remember bests and worsts meals, people, cars, movies, music, … Can you remember the best meal you ever ate? Can you remember the worst? What about the most average meal? Ever had a really incredible dining experience at a burgerjoint? You don’t want your website to be a burgerjoint.

Experience


Failure Pages

Which pages are causing visitors to lose interest in staying on your site, in what you have to offer, etc.? The PageFailures report measures which pages are causing visitors to lose interest in your offering and convincing them to look elsewhere. Often these “failure pages” precede “last page visited” by 2-3 clicks. Companies who redesign “last page visited” are wasting their efforts because the decision to leave a site is made before that last page is reached. The Failure Pages report insures you’re focusing your efforts where they’ll generate the greatest reward.

Failure Pages

Failures Pages to Exits

Failure Pages to Exits measures the difference between the page where a visitor lost interest to the page where they actually left a site. This chart shows the page where interest died and how many pages later the visitor actually left a site. Most people get a metric of which page visitors left on and begin modifying that page. That’s a nice exercise and not at all useful because the page visitors left on isn’t usually the page where they lost interest in continuing. Think of it this way; You’re shopping for a car. Something about the car you’re looking at right now doesn’t work for you. Do you immediately walk away from that car or do you spend a little bit of time talking yourself out of the car? Most people spend a little bit of time talking themselves out of the car before they move onto the next car (meaning they’ll continue shopping on your site, maybe) or leave the dealership (meaning they’ll leave your site, probably). That little bit of time talking to themselves equates to continuing on a site for a few more pages before they leave. Your goal at this point is to regain their interest on those few pages you have left. Think of it as a salesperson recognizing interest has waned and directing the client to what the salesperson knows was of interest, picking up the thread of the sale and moving on from there.

Page Failures to Exits


Gender Ratio

How many men and women are visiting your site? What is being determined is not physical gender but neurologic gender aspect; are people thinking using traditionally recognized ‘female’ neurologic aspects or traditionally recognized ‘male’ neurologic aspects. Knowing neurologic gender is far more important than knowing physical gender; if a man is choosing clothing using his color sense you want to market to his feminine side, not his male side.

Male/Female Visitor Ratio


Loyalty

Loyalty is the amount of pain an individual is willing to endure to either be with or to use something when they know less pain would be involved either being with or using something else. This is also known as “strength of commitment” to a site or brand. Knowing Visitor Loyalty and knowing how far that loyalty can be pushed before disloyalty sets in tells you how much and how well your clients and visitors think of your site or brand.

Loyalty


Navigation

Navigation measures how much work was required by a site’s visitors to find what they wanted and whether their problem solving skills were up to the task. Essentially, navigating a website can be likened to moving through a maze. You know where you are, aren’t sure of where you were and don’t know if the next turn will get you any closer to where you want to be. Mazes, though, are often designed to test problem solving skills. Often people design websites that they can navigate easily in the mistaken belief everyone thinks the way they do and hence solves problems in much the same way. If a site isn’t designed for the majority of visitors then visitors will find it difficult and/or intractable and go away confused, disappointed and probably worse. Ease of Navigation is a crucial metric for designers, developers, website owners, ecommerce providers, etc. It doesn’t matter if a site is easy to navigate by the people who designed the website, it only matters if visitors to the website can find what they want.

Ease of Navigation


Page Target Audience

The Page Target Audience Report is a page by page listing of pages and their target audience. It reports Gender, Life Experience (Neurologic Age), Understandability (Neurocognitive Age), and Decision/Learning Style. Page Target Audiences are metrics of who a site can best communicate to on a page by page basis. This is not a measure of who is coming to your site.

Page Target Audience


Price vs Product

This chart shows whether or not people believed the value (for ecommerce) or benefit (for informational or educational) of what was offered was worth the price (for ecommerce) or time involved (for informational or educational). In addition, this chart shows whether or not visitors wanted more product selection or less and whether or not visitors would purchase the product if the price was higher or lower.

Price vs Product


Real Visitors by Address

How many people per session where actually visiting your site as opposed to how many cookies or logins were on your site?

Real Visitors by URL/Address/Location/Name

Referral Quality

Referral Quality is a measure of which referral sources are sending you visitors most motivated to purchase, exchange, conduct business, etc. You want to have highly motivated visitors to an eCommerce site because highly motivated visitors are usually pre-qualified buyers.

Referral Quality

Referral Quality by Time Period and Level of Interest

Referral Quality is a measure of how motivated site visitors are to purchase, exchange, conduct business, etc. You want to have highly motivated visitors to an eCommerce site because highly motivated visitors are usually pre-qualified buyers. Referral Quality by Time Period merely adds the dimension of time, so you’ll know when the most motivated visitors were using which search engines and looking for what. Knowing Referral Quality from referring sites — especially if you’re paying for SEO, clicks, etc. — is incredibly important. You want to make sure your money is being spent wisely. These graphs show you which search engines are sending you the most qualified visitors. You would want to bid on the engine giving you the most highly motivated visitors, and specifically on the search terms that are used by the most highly motivated people.

Referral Quality by Time Period and Level of Interest

Return Ratio

Return Ratio is a measure of how strongly your site influenced a visitor to return. A strong enough negative experience will cause visitors to stay away, a strong enough positive experience will cause visitors to return, tell their friends and spend money — whether or not they found what they originally came to your site for.

Return Ratio

RichPersonae

People think, act and make decisions based on an incredible number of factors. NextStage codifies these different ways of thinking, acting and making decisions as RichPersonae. Material such as websites, brochures, etc., are designed for specific RichPersonae, intentionally or not. This chart shows visitor RichPersonae versus material design RichPersonae The ideal is to have a close match between the two. For more information on decision styles, read NSE Evolution Technology Research Paper – Evolution Technology as an Adjunct to Decision Support Systems.

RichPersonae

Search Term Quality

Search Term Quality is a measure of what search engine terms the most motivated visitors to a site are using to find you. You want to have highly motivated visitors to an eCommerce site because highly motivated visitors are usually pre-qualified buyers. This chart measures search terms used to find your site by engagement (see Attention, Engagement and Trust: The Internet Trinity and Websites for NextStage’s definition of “engagement”) displayed while on your site. The higher the engagement the higher the interest and if they’re not purchasing, there’s problems on your site you’re probably unaware of.

Term Quality

Seek Effort

Seek Effort is a measure of how much work visitors are doing to find what they want on a site’s pages and is closely tied to PageFailures, the pages where visitors’ interest wanes and or leaves completely. The higher the Seek Effort score, the worse the page for keeping people on track to meeting both their and your goals. Seek Effort also measures which pages are providing more information than visitors can comfortably and successfully use. Pages which are too complex, are not easily learned or retained, contribute to visitors leaving your site.

Search Interactions


Site Target Audience

The Site Target Audience Report determines the best audience for your site as a whole as it currently exists in the system. It reports Gender, Life Experience (Neurologic Age), Understandability (Neurocognitive Age), and Decision/Learning Style.

Site Target Audience

Success

Success measures whether or not visitors were able to find what they came looking for and is closely tied to the Tirekickers report. Visitors who considered their time on your site unsuccessful will go away confused, disappointed and probably worse. An excellent report has the Site and Visitor lines

  • Close together
  • Equidistant at all points
  • Spiking at the same point

Thus you want a lines that increase from Entry to Exit or at least decrease little after MidVisit.

Success

Suggestions

The Suggestions Reports contain specific information on how to modify your site in order to provide your visitors with the most rewarding experience possible. Suggestions are broken down as Critical (red), Important (yellow) and Advisable (green).

Suggestions


Tirekickers to Buyers Breakdown

The Tirekickers Report indicates how many of your site visitors are serious buyers versus how many are just doing research, and where they are in their research. For example, the first category is ‘Grazing’ and indicates how many site visitors are basically channel surfing and stopped on your site for no real reason. The different gradations then go to ‘Making a Decision’, ‘Not the Decision Maker’ and onto ‘Buying’. Remember, this doesn’t mean they will buy from your website, only that they want to buy something while they’re on your website. A higher “Buying” value than your conversions indicates your site needs work.

Tirekickers to Buyers Breakdown

Understandability

This report determines if visitors can understand your site. Note that this is a measure of whether your site, your menu structure, your content, etc., is understandable to visitors. If the majority of visitors can understand your site you’ll see a green bar, the fewer visitors who can understand your site the bar becomes yellow then red. If a site is too complex for visitors to understand or not able to communicate its message in an understandable way, you’re losing business, sales, etc.

Understandability

Note that NextStage Evolution can deny use of its offerings to individuals or groups at NextStage’s discretion.

Posted in Analytics, Marketing, NextStageology, OnSite, Predictive, Tools, {C,B/e,M}sTagged ,

NextStage Member Tools Explained

For anybody keeping track, here are our current tool offerings to NextStage Members. We keep adding tools as they become available and will update this list periodically. Some tools require training, some tools require our tracking code be on a digital property, some tools are so new they don’t have their own icons yet.

For those who don’t know, NextStage Membership costs $250US/year. There are lots of other benefits. Come play with our toys. They’re lots of fun and so are we.


Posted in Ad Placement, Age Persuader, Analytics, Audience Finder, BlueSky Meter, Client Prospector, Compatibility Gauge, Entrepreneur Gauge, Experience Optimizer, Gender Persuader, Immediate Sentiment, Job Prospector, Looking Glass, Love Finder, Love Jones, Marketing, NeuroPrint, NextStageology, OnSite, PersonaScope, Political Analyzer, Political Reader, Predictive, Predictive Echo, Resume Rater, SampleMatch, Sentiment Analysis, Social Interferometer, TargetTrack, Tools, Veritas Gauge, {C,B/e,M}sTagged , , , , , , , , , , , , , , , , , , , , , , , , , , ,

NextStage gets Patent #4 and Releases NextStage’s Experience Optimizer Tool


NextStage received its fourth patent on 18 Feb 2014. This patent is “… focused specifically on harvesting demographic data from the way a user interfaces with an electronic device.”

First, about the patent (and we didn’t write this, someone else did):

“Joseph Carrabis and NextStage Evolution, LLC were awarded their fourth US patent today (18 Feb 2014). US patent 8,655,804 is focused specifically on harvesting demographic data from the way a user interfaces with an electronic device. Whether using a keyboard, a mouse, a touchscreen, or eye movement, users reveal themselves in their interactions with these devices and Joseph’s software listens. With simple mouse movements within a web page, this software can determine age and gender of a user with over 95% accuracy. Ethnic background, economic status, home state, native language, and political party affiliation can all be determined in seconds of device interaction. This technology has set NextStage Evolution, LLC apart from all other neuromarketing technology on the market.”

The actual patent intro is a bit more technical:

A system and method for determining a characteristic of an individual is provided. The method includes determining at least one nonconscious element of an interaction by the individual and correlating at least one nonconscious element with at least one identifiable demographic characteristic of the individual. The system includes a computerized medium having a human interface system situated to facilitate interaction with the individual and produce a quantity of data corresponding to the interaction. A programmable device is in communication with the computerized medium and is situated to use at least a portion of the quantity of data corresponding to the interaction with the individual to determine at least one nonconscious element of the interaction with the individual. A correlation system is situated to correlate the at least one nonconscious element with at least one identifiable demographic characteristic and output a quantity of resulting information. …

NextStage Experience Optimizer ToolNow that we have this patent, we’ll be officially releasing our NextStage Experience Optimizer (NSEO) tool.

NSEO analyzes people using any device and sends instructions back to the device (or wherever the client wants the instructions sent) on how to improve the user’s experience.

First, how does ET and NSEO do this?

NextStage's Experience Optimizer Tool 'talks' to visitorsWell, ET and NSEO do it pretty much the way you’d do it if you were talking with the person, and we mean that literally.

Imagine you’re sitting down with someone and the two of you are looking at the same thing, a restaurant menu at lunch, for example. The other person has been to this restaurant before and with other people.

Now imagine that you’re talking about what’s on the menu while you make up your mind. The person sitting with you is listening and making suggestions based on what they’ve learned from dining with other people in the same restaurant, in other restaurants and so on. Eventually you make a decision on what to order for lunch. The other person’s suggestions helped you make your decision and you don’t think of their help as help per se although you will remember the good lunch at this restaurant and suggest it to others.

NSEO and ET do much the same thing. NSEO looks at, listens to, etc., the same content a visitor’s looking at, listening to, etc., and pays attention to how visitors interact with that content. Simultaneously, it’s matching this visitor’s behavior and interactions against every other visitor to the same content, visitors to similar content, visitors to all content and so on.

Based on what it’s learned about this visitor and what it knows about all similar visitors to this content and all similar content, it suggests changes to the content’s presentation, things like “Adjust the colors”, “Adjust the font”, “Use different language”, “Use different images”, “Place the images here and here instead of there and there” and on and on and on. The amount of suggestions NSEO makes is based on the number of visitor states (described below) the NextStage client is interested in. We provided an elementary example of this to an audience in 2000 and documented several examples in Reading Virtual Minds V1: Science and History (available at Amazon and in the NextStage KnowledgeShop, and everybody should have at least two copies. Also, V2 is due out this year if you’d like to pre-order). My favorite among the examples in V1 is:

IV.2 – The Investors Heard the Music

One of the early incarnations of the NextStage Evolution website self-modified in real time based on how individual visitors were interacting with itq. Two people could be sitting in the same room but using different computers to browse the site and ET would deliver content customized to each visitor’s unique cognitive, memorization, and comprehension styles. These styles are collectively called the “{C,B/e,M} matrix”, meaning “cognitive, behavioral/effective, motivational matrix”.

The {C,B/e,M} Matrix is, quite literally a shorthand notation for how people interact with their world. What is covered is very rich and detailed and can be summed up into three basic categories; Cognitive (“How do they think? What do they think about?”), Behavioral/effective (“What do they do that demonstrates how they think?” and the way I use the word “Behavioral” has next to nothing to do with how the term is used in the industry today, me thinks) and Motivational (“Why do they think the way they do? Why do they demonstrate it the way they do?”).38,49-51,53-56,58,59,63- 65,67,69,70,106,122

Differing {C,B/e,M} matrices were demonstrated when two investors called up from their office in San Francisco. I was sitting in my office in Nashua, NH, and they had asked for a demonstration of ET.

“Have you been on our site?” I asked.

Yes, they had, of course. So?

“Are you near a computer hooked to the internet right now?”

Yes, they were. So?

“Log onto the site. Pick any page off the menu you’d like to visit and tell me which one it is, okay?”

Okay.

I navigated to the same page they were on. “I’m going to describe to you what I’m looking at. While I describe it to you pay close attention to what’s actually on your screen. You’ll notice some differences.” I started reading some of the text.

Yes, the text on their browser was slightly different.

I started describing the size and placement of images, as well as image content.

Yes, in some cases they didn’t even have an image I was describing, often they had one I didn’t have, etc., etc.

Then, while I was talking to them, their browser started playing music.

“You didn’t tell us your site had music,” one of them said.

My response didn’t make sense to them at first. “ET determined that you weren’t paying attention to the website and were focusing on an auditory stimuli, so it started playing music in the hopes of bringing your attention back to the website. It’s attempting to substitute its own auditory stimulus for the one you’re focusing on.”

“Why would it do that? There aren’t any auditory stimulus in the room.”

I remember both the emphasis and the lack of grammatical expertise on the investors’ parts. My explanation stopped them cold. “Yes, the auditory stimulus is that you’re talking to me. ET doesn’t know that you’re talking on the phone, but it can determine that some sound event — in this case our conversation — is where your attention is focused. It wants you focused on the website, so it’s playing some music in order to draw your attention away from this phone call and back to the screen. Like a child, ET wants to be the center of attention.”

I heard them click onto another page and the music stopped.

“How come the music stopped?” “Because your attention was focused back on the website. It didn’t need to play the music anymore in order to get your attention.”

A brief discussion ensued in which they expressed a great concern about my ability to access and distribute fertilizer.

And the music started playing again.


q – Self-modifying sites are what now might be called “morphing” sites. I have a challenge with the term “morph” due to the concept of Turing machines. A site, like you, should modify its behavior based on who it’s communicating with. People (and true Turing machines) routinely modify their behaviors based on who they’re communicating with, but only the psychotics “morph”, ie, become a completely different being.

Back then people couldn’t believe or understand. What a difference fourteen years make, huh?

Second, what types of instructions are sent back?

The instructions can be as simple as the individual’s gender and age (two variables), visitor “states” that NextStage’s Evolution Technology can determine at better than 98% accuracy, according to an independent validation study. Most online business can make do with our standard nine (9) states:

  1. Branding level (are they branded? Are they debranded?)
  2. Confusion level
  3. Conversion trigger (what will cause them to convert?)
  4. Curiosity level
  5. Decision maker status (is this person going to make the decision or will someone else make the decision based on the visitor’s recommendation)
  6. Decision status (where are they in their decision)
  7. Decision strategy (what will cause them to convert)
  8. Interest level
  9. Intender status (when will they convert)

More demanding requirements (security, privacy, …) can have up to ninety (90) visitor states delivered. How many states are delivered is part of the deployment discussion, and how the instructions are used is based on business rules, etc.

We offer guidance but don’t do any client coding, it’s up to the clients’ dev teams to build code around ET’s instructions and act upon them. ET will send back instructions based on what the clients’ goals are and what we’re willing to provide (if you haven’t read our Principles, now’s the time). The simplest incarnation is changing the css of a visitor’s browser session based on some simple rules.

What does NSEO cost?

It won't cost an arm and a legNextStage Experience Optimizer‘s pricing is based on amount of traffic, how often you want it to send information back, what types of information you want sent back, … pretty much the regular things. It won’t cost an arm and a leg and if your operation is a good cause, we can negotiate lots of things.

You can see a presentation, Introducing the NextStage Experience Optimizer, I gave on the NextStage Experience Optimizer for free in our KnowledgeShop (viewed best in Firefox, Chrome, Opera, and anything but IE9, evidently).

And now, a chuckle

What’s kind of amusing about this is that NSEO is actually what ET (our patented technology) was doing when we originally built it in 1999 and no one was ready (as I’ve said many times, CEOs were telling us “What do I care what my customers are thinking?”). Now the world has caught up and we’re going back to our origins.


Posted in Analytics, Experience Optimizer, Marketing, NextStageology, Predictive, Tools

Here Are Your NeuroMarketing Options

I was at a conference recently and took many turns through the exhibitors’ booths.

I took many turns through the exhibitors’ booths because I had no idea what I was doing at the conference. I’d been invited and someone else was paying my way, and I hoped seeing the wares presented would offer some insight into why some group would contact me to attend on their behalf and essentially pay me to do so.

Before going further, let me state that I don’t remember any NextStageologist saying or writing “We do neuromarketing.” It’s been said about us often enough and I’ve publicly written that I think people say we do neuromarketing (skim down to “3. What the heck is a NeuroMarketer?” in the link) because 1) it’s a term du jour, 2) they don’t know what else to call us, 3) they’ve called us many pleasant and few unpleasant things in the past and seem to think we change as do the buckets they want to put us in, …

People say “But you guys do so many things” and that’s true. Our response is “That’s because the brain does so many things. The brain doesn’t only make decisions or only control breathing or only look at pretty people or only guess about the future and if the brain could only do one thing we wouldn’t have evolved much beyond amoeba. We do lots of things because, like the brain, we have no limits.”

Okay, we have some limits.

But, as I was typing, some of the vendors did…something…at the conference. I watched. It looked a lot like what I’ve been told is traditional, historical neuromarketing. You know, traditional and historical, like the stuff going back a year or more ago?

It was fascinating.

Now before going any further, none of the people shown here claim to be neuromarketers and that includes NextStage. I merely offer these as examples of what others who call themselves “neuromarketers” do.

Here are some of your NeuroMarketing options…

Option 1 – See the Brain in Real Time

Cap Showing the Brain in 3D

The fellow in the picture above is brilliant. He and his team (if I understood correctly) have developed a cap that generates a image of an individual’s neurophysiology in real time. The medical implications of this are incredible.

But it’s not neuromarketing as I understand it. Seeing the brain work is not the same as knowing what the brain is working on. Seeing specific brain areas associated with likes and dislikes is not the same as knowing what the brain is liking or disliking. Tomograph, fMRIs, neurographs, etc., of heat and blood flow in the brain while showing a picture of a brand product is not the same as that individual wanting, desiring or avoiding that brand product. They are, at best, proxies. There may be a direct connection or they may not be. A dislike of a particular brand might have more to do with a bad memory of someone who used that brand than the brand itself, and building a campaign on such evidence is…is…a really interesting way to spend your budget.

But credit where credit is due, if I ever get a brain lesion, I want the guy in the picture above in my corner.

Option 2 – If the Device Fits, Wear It

The video below is of a young woman being fitted with a device that allows the wearer’s brain to interact directly with an image on a screen. Doing that is impressive. The device itself is nicely designed and packaged. The gentleman in the video is someone trained by the company that markets the device. He’s a trained professional. After two minutes and twenty seconds he still hadn’t gotten the device to work correctly, and he’d applied enough saline solution to make Brylcream proud because this time, a little dab wasn’t doing ya.


Fairness time; lots of people at this conference sat down to have this device placed on their heads. I talked with several of them who wanted to take part but couldn’t because the device couldn’t read their signals reliably if at all.

Option 3 – You Can Find A Company that Claims to do NeuroMarketing

A long standing NextStage client was told by his GM to go talk to the GM’s friend who had started a neuromarketing company. You could tell they were a neuromarketing company because they used “neuromarketing” on their site a lot.

I asked the client how it went. Here’s the conversation:

“Hi! I’m speaking with these guys today, …, it looks like they are taking a similar theoretical approach as you, although their execution is paleolithic compared to yours.”

Be sure to tell them that.

“The guy is a friend of the GM. The GM hears me say the word neuromarketing, this guy says the word neuromarketing, GM says lets all meet. I say, ‘Why would I let them put headbands on 5 people when I can learn way more about EVERY one visiting a site without looking like Olivia Newton-John?’ I can assure you that basically I’m going to tell them they’re in the stone ages. No reason to drive the ford Edsel when you have the rocket car sitting in the garage!”

(a few days later…)

How did it go with your GM’s friend?

“The neuro guy was a joke, an entrepreneur who saw a cool graph on a screen, no plan, no insight, no training, no business plan, not even an elevator pitch nor the brains to run it.”

Hmm…but he has money? Maybe he’d like to buy us out…?

“He doesn’t have that kind of money….”

Sorry it was so ungood. And may I quote you?

“Quote me?”

Yes, I’ve been working on a response to all the neuro blather and would like to include an anonymous note about someone who went looking for neuro solutions and came up short.

“No problem ;)”

(and here’s to hoping you, dear reader, have similar luck)

Recapping thus far

Thus far we’ve seen the need for devices that may or may not work for everyone, require a skilled professional to place on the test subject’s head correctly, are limited to subjects who basically raise their hand and say “Yes, I’ll wear one of those”, and people with pretty websites, high level friends and are a joke (so said the client, not us).

First, what happens to those people who raise their hands but can’t make the device work? How many will be satisfied with “Here’s your $20 and sorry your head’s not the right shape” or “Here’s your $30 and your brain’s not giving off any signals we can detect” or “Here’s your $50 and our equipment doesn’t seem to be working right now, no need to come back later because it won’t work for you, then, either”?

You’d probably go with a variant of that last one but then you have people walking around telling others how their incredible noggins broke your fancy-dancy mind-reading headgear.

And if people can train their brains to do what’s required, how long do you think it’ll be ’till companies start selling “Brain-Trained” individuals for testing purposes, or offer “Brain-Training” courses and all so that, when the neuromarketing goblins come a’knockin’, your results will be through-the-roof kind-of good?

And you thought buying Fans, Friends and Likes was scummy?

And do remember, none of the folks in the above images claims to do “neuromarketing”. At least they didn’t claim to when I asked (and I did ask and I did ask permission to video and photograph so I could use the video and photographs on one of my company’s blogs). I took the pictures and video because the folks shown above do things that other companies have called “neuromarketing”.

Second, the GM’s friend. Let me repeat myself. “The GM’s friend.”

Option 4 – In the Time You’ve Been Reading…

In the 1-5 minutes you’ve been reading this post, NextStage’s Evolution Technology has analyzed the behaviors of anywhere from 3-25,000 individuals. It has determined how they think, how they make decisions, what types of things convince them, whether or not they believe whatever they’re viewing, whether or not they accept whatever they’re viewing (belief and acceptance are two very different things), when they’re likely to spend money and what needs to be changed on a client’s digital property so that they, the visitor, will spend money on the client’s digital property or in their brick&mortar store. You can get an idea of what NextStage’s Evolution Technology can determine in our example NextStage OnSite reports, you can get an idea of where we’re currently being used on our NextStage SampleMatch Countries listing and you can get an idea what people are saying about everything we do in our Comments section.

And remember, we don’t do “neuromarketing”. We just give you results. From your entire online audience. There’s a lot of neuroscience in what we do, true, and there’s also a lot of anthropology, linguistics, sociology, psychology, mathematics, and other sciences in what we do.

That’s why I prefer to offer that NextStage does NeuroAnalytics rather than NeuroMarketing because we’re more interested in how to use what the brain does naturally to make your marketing work.

As one happy client wrote in my LinkedIn Profile,

I’ve been working with Joseph and his tools now for several years. As a “digital analytics professional”, there are several phrases I can use to describe the man and the technology he creates related to my field of work: game-changing, mind-blowing, visionary.

I don’t use those words lightly. I’ve seen the future of advanced analytics, and it’s the next generation technology Joseph has invented and continues to develop.

How do you measure website engagement? Page depth? Time on site? Top viewed content? Satisfaction surveys? These are proxies for what we in digital analytics think reflects visitor engagement. Now imagine a tool that you could put on your website that silently measures engagement by actually determining how visitors feel about content, without having to ask them.

Then imagine that the same tool can then alter visitor website experience on-the-fly and present more engaging content. Then imagine watching your conversion rates go through the roof.

It’s not fiction or magic. It is a real tool, it is real science, and you can use it on your website to drive real extraordinary business results.

And that’s just the tip of Joseph’s iceberg. He’s continually creating new tools, new technology, and new thinking to enable marketers to measure and enhance the effectiveness of their work in ways that haven’t even been thought possible before.

I consider myself lucky to have met Joseph, and I am continually awed and humbled by the man. If you’re in business and want to do better, I’d suggest you get to know him and his marketing toolbox as well.

If nothing else, you’ll at least get a few good jokes out him!

Ta-Da!

Posted in Advice and Content, Analytics, Marketing, NextStageology, OnSite, Predictive, ToolsTagged , , , , , , , , , , , , , , 2 Comments

Q&A for the Boston May 2011 Text Analytics Summit

I’ll be co-presenting “Case Study: Analyze The Mind Using Text” at the 17-18 May 2011 Text Analytics Conference in Boston, MA, and was asked to answer the following questions in preparation. Sharezees! Sharezees!

7th Annual Text Analytics Summit in Boston 18-19 May 2011The questions are in bold italics, my responses bland and neutral, as always…

How can text analytics help you better understand your customers?

There are two main areas; incoming and outgoing messages.

Incoming customer messages – understand the thoughts behind the words. It’s not enough to understand the words themselves, you need to understand the energy, the emotion, … I’m tempted to use the now exhausted term “sentiment” but that word has been so bastardized and misused as to no longer have any real meaning.

If we use ‘sentiment’ as psychologists, anthropologists and psycholinguists use the term, then we need to understand the thought patterns that are demonstrated by the incoming messages, the behavioral patterns that these thought patterns manifested hence are being demonstrated by the sending of the message and any else that might occur, and the motivations for same.

Now comes the trick that is so often lost in today’s business world; if we believe we know our customers better than we know ourselves (via any tool or technology) then we tend to grow contemptuous of them. We believe we understand their motivations, their desires, their hopes and dreams, and that’s both foolish and expensive.

So the trick is to understand what’s truly being communicated in our outgoing messages to our customers. Part of this is learned via observing responses in the market. There is an old adage in semantics and semiotics; the meaning of the message is the response it elicits. Early on we were demonstrating that a great deal of creative and designer output is overtly conveying the product’s or service’s value proposition and covertly communicating the thoughts of the creative and design groups themselves, sometimes to the detriment of the company. We’ve demonstrated this in education, in small business and large and while the recent interest in “neuro” has brought it forward in people’s thinkings, there’s still not a lot people are doing about it.

So we need to understand what’s really going on inside people’s hearts and minds — that’s incoming messaging — and we really need to be sure of what we’re putting into their hearts and minds — that’s outgoing messaging.

How important is it to understand consumer sentiment?

There’s the word again, “sentiment”. Tell me what you mean by it and I’ll tell you if it’s important or not. We have custom designed “sentiment” tools, crafted according to client specifications, and we know our tools are being rebranded and sold for 20-100x what our clients pay (which is fine. We don’t have to manage end-customers).

All of our tools started out by asking clients, “Forget what the industry is saying ‘sentiment’ is, what do you want to know? If you could create your own ‘sentiment analysis’ tool, what would it report? We’ve documented that conversation and the resulting tool in several places. The result is that our clients have the ability to know who’s an influencer, how far their information is going to travel, how long it’ll be out there, who it’ll influence and in what direction, which direction audiences are going to go and when, how something will be accepted and where, what modifications are necessary for a product/service to fly or flop, …

So if those things are important, then understanding consumer sentiment is important to you.

What can text analytics do for the social media world?

See the above.

What industry (or industries) is using text analytics the most, and how do you see that changing over the next 5 years?

National intelligence agencies and their civilian counterparts, marketing intelligence agencies are using it the most. The influence is increasing as more and more businesses are coming to terms with “neuromarketing without the wires”, some of which involves this kind of analysis.

NextStage Tool Previews in the Members Area

I mentioned in Next Tool Releases from NextStage that we’d be releasing some new tools in the coming months, some of which are being previewed in the NextStage Members area (probably a good reason to become a member, access to tools in the development stage, a chance to shape them before release, discounts on their use thereafter, …)

  • NSPM – NextStage PersonaMap works much like NSPS – NextStage PersonaScope in that it determines behavioral, psychological, cognitive and strategy factors of individuals. It is different in that it uses data collected by NSOS – NextStage OnSite rather than having you submit an individual’s material for analysis. NextStage PersonaMap lists some industries ET has knowledge of, you pick one and it reports how web, print and video material should be designed to capture that audience and what traits any personae should have if designed for this audience. It also lists known Myers-Briggs Equivalents.
  • NSPE – NextStage Predictive Echo scans web server logs and previous web pages to determine how visitors were thinking, determines how much of your audience was getting your message historically, then makes suggestions for your next design efforts.
  • NSSM – NextStage SampleMatch lists psychologic and behavioral traits about visitors to various sites we monitor worldwide. The information is presented in regional, industry, time and gender based formats. This information is useful when designing marketing and creative material for specific audiences. More industries, locations, etc., will be available as we have time and before the tool is launched. The tool updates once every 24 hours.
  • NSVG – NextStage Veritas Gauge uses data from NSOS – NextStage OnSite to determine how many visitors to sites are entering truthful information online to blogs, comments, forms, etc.

Enjoy!

How Pretty Is Your Picture? (Koinophology)

NextStage is about to publish some research we find fascinating. In a nutshell, non-conscious positive and negative responses to facial and body images was demonstrated across age groups, genders, income and education levels. These responses are culturally bound and definitely affect marketing, especially integrated marketing. The science of how different cultures respond to face and body images is koinophology.

The Selling Face - Koinophology in MarketingAn Overview and actionable results of the first part of the research will be posted some time today in the NextStage Members’ Area. The full paper is available at NSE Consumer Research Paper – The Selling Face: A Study of Face and Body Biases in Marketing Communications, Part 1

Meanwhile…want to have some fun? Below is Appendix C of the paper, examples of koinophologically modified images. Before you ask, yes, NextStage’s Evolution Technology suggested how the images should be modified to produce the desired results. What was particularly gratifying was doing a “spot test” with some neighbors and getting the same results we got with a large world model in our real test.

Very exciting.

So, take a look and share your responses as comments. This could be fun…


Appendix C – Example Images

Which of the two faces below is preferred and for what purpose? Both faces can be used to market to culturally defined audiences, although the face on top (left in the Appendix) will sell one type of product and the face on the bottom (right in the Appendix) another. Further, each face is gender targeted; one will elicit stronger positive female responses, the other stronger positive male responses.

K0
K9

Which hand communicates more positively that life has been full and rich and well lived to Boomers? Which negatively?

K1
K8

Which face is “smiling for the camera” versus “really smiling”? Which face is communicating “I’m doing a job” versus “I’m really happy”?

K3
K2

Which child is having more fun?

K4
K5

Which child would cause mothers to purchase more milk? Fathers?

K6
K7

I’ll list which images are koinophologically modified after we get some responses.

Next Tool Releases from NextStage

I posted this earlier on LinkedIn and Facebook, now for the general public as well…

NextStage AgePersuader

NSAP reports what age groups will respond best to material and in what percentagesThe next tool out of the gate will be The NextStage AgePersuader (NSAP). NSAP is much like NextStage’s GenderPersuader Tool (NSGP). You give it material to analyze, it indicates what age groups are most likely to respond and in what percentages (NextStage’s GenderPersuader Tool indicates which genders will respond and in what percentages). Like all NextStage tools, NextStage AgePersuader is easy to use (enter your bona fides, enter a file or url to be analyzed, hit [Submit] and get your result) and the results are (we think) easy to understand. NextStage Political Analyzer Tool (NSPA) users are familiar with the NSAP output as age persuasion is part of NSPA’s output.

NextStage GeoScope

NSGS reports what age group percentages, gender percentages and RichPersonae exist in a given geographic locationNextStage GeoScope (NSGS) – NSGS is different from most of the other tools in that it derives data from NextStage’s OnSite Tool (NSOS). Some group members may remember conferences where, during my presentations, I presented charts of how different geographic locations were thinking and responding to online material, and how to design navigation to make use of their thinking/decision making/motivational styles (ala NextStage’s PersonaScope Tool (NSPS and aka the {C,B/e,M} matrix). NSGS will do much the same and will include both an age and gender breakdown of online traffic for a given geographic region.

The home page will present a list of geographic locations ET has learned about via NSOS. Entries can vary from something as specific as “Washington, DC” to something as broad as “Scotland” and are dependent on how much traffic has been analyzed from what geographic locations in a given time period (we’re thinking we’ll update it weekly). If you see a geographic location you’re interested in, enter your bona fides, select a geographic location from the list (that’s the only input you give it). NSGS returns the age breakdown (as in NSAP), gender breakdown (as in NSGP) and top four RichPersonae (as in NSPS) from that geographic area.

NextStage GeoScope pulls data from the NextStage OnSite tool (so it’s pulling data from what’s really out there) and you don’t have to be a NextStage OnSite subscriber to use it. Also this is a tagless tool, meaning you don’t need to tag anything to use it.

We’ve been thinking about this tool for a while and some work I’ve been doing with an international design&marketing firm has solidified the idea and need for this tool. For those who’ve been following us for a while, it’s basically an extension/upgrade of our InFocus Reports. The image above is from an InFocus Report. NSGS will be similar.

NextStage BlueSky-Confidence Gauge

NSBC is the NextStage BlueSky Meter and the NSSA Confidence Gauge in a single reportNextStage BlueSky-Confidence Gauge (NSBC) – NSBC is literally the BlueSky Meter and NSSA’s Confidence Gauge in one tool. We’ve decided to combine these two functions into a separate tool based on the number of people who are using the NextStage Political Analyzer Tool (NSPA) simply to get a combined BS-Confidence result. I was explaining these two elements during a training, that some of the results were indicating “This person is extremely confident what they’re writing is BS”, “This person has absolutely no confidence in what they’re writing, hence they believe it is BS”, … and half the class’s eyes lit up, so a separate tool it’ll be.

NextStage Information Designer

NSID determines the best information layout for a given audience, product/service, delivery platform, output medium and outcome combinationThe last tool in this cycle is NextStage Information Designer (NSID). NSID is very similar to NextStage Ad Placement Tool (NSAD) in that it asks some 30 questions regarding the audience, offering, delivery platform, output medium (brochure, webpage, tri-fold, mobile, kiosk, flyer, …) and desired outcome and determines the best outer (“landing” in web terms) and inner information formats (“pages” in web terms) to use to maximize desired results. This is another tool we’ve been thinking about for a while and some recent work has solidified the necessity of it.

On the horizon:
NextStage Advertising Intelligence (NSAI) – The closest online tool to our full desktop TargetTrack tool (an old, out of date brochure can be seen here. TargetTrack will always be available as part of our consulting packages) we’re finishing up some of the equations, at which point Charles, our CTO, will have his folks turn it into working code.

Charles is also busily at work on an “OnSite Lite” that will only have the three most often used reports and be available at a fraction of the cost of our current OnSite tool (or so he tells me) and handle geometrically higher traffic volumes/site.

And that’s the news from Scotsburn and Nashua.

May it be a happy, busy and profitable Autumn for all of us.


Addendum

During conversations yesterday I was reminded that NextStage had several free online tools that could easily be converted to our new store system. One of these, InFocus, is mentioned above as the precursor to NextStage GeoScope.

Some of these other tools will be rolled out in our store system over the coming months. Most will be pulling data from our OnSite system (currently monitoring visitor traffic in over 50 countries). Only data allowed by OnSite clients will be used in these tools. These tools will be tagless, meaning you won’t need to tag your site to use them.

These tools include:

  • NextStage Market Persona (NSMP) – NextStage Market Persona will offer a list of markets (travel, medical, educational, automotive, industrial, legal, … for example). Pick the market area of interest to you and NSMP will report the top RichPersonae (what NextStage PersonaScope reports) for that market. Knowing how the majority of people in a market think, make decisions and what motivates them should be useful when developing creative. We think so, anyway…
  • NextStage Predictive Echo (NSPE) – NextStage Predictive Echo is for clients who don’t want OnSite and still want to make use of NextStage’s Evolution Technology in their online efforts. NSPE reads through traffic logs, the web pages the traffic logs involve and determines how to improve site performance regarding messaging, goals, redesign, etc., are concerned.

There are other tools still on our shelves. We’re learning what tools make sense based on how current users are using the existing tool set. Interested folks can also contact us directly should you need a tool you can’t find elsewhere. Chances are we already have it, something quite close or can make it in record time.

If you think I’m sexy and you like my <BODY>…

Rod StewartOkay, so that’s not quite the way Rod Stewart sang it.

This post is going to be about things being not quite but close to and in a way will follow the tone of The High Cost of Cancelling WorkOutWorld Membership. It’s going to be about the long loong loooooong road to NextStage’s new interface, one that will be going across all our sites in the coming months.

And it begins better than a year ago. I think two years ago at this point… (just looked it up. Yep, two years ago at this point…)

Long, long ago in a galaxy far, far away…

Long ago I was asked what the new NextStage interface should look like based on the new audiences we were attracting. I came up with a crisp, clean, neat and highly actionable design. There were only three things you could do on that page I designed; Go to the NextStage Analytics site, enter the NextStage Evolution site or become a NextStage Evolution member (and hence gain access to our research and core Evolution Technology (“ET”) itself).1

I drew out the design by hand with lots of explanation of color schemes, fonts, image sizes, logo, …

The NextStage Evolution homepage I designedMy notes and drawings became the image on the right. People loved it when I showed it to them. One marketing maven thought devoting so much screen real estate to transferring people to the NextStage Analytics site (the big blue box on the right of the image) was wasteful. My response was a question, “Do you design such that the site’s goals and the visitor’s goal synch?”2

Umm…cough…nervous smile and furrowed brow… “Yes, of course I do.”

uh Huh.

The NextStage Analytics homepage I designedThe design I came up with recognized NextStage’s two audiences and that those two audiences would rarely sit at the same table together. One audience is marketing folks. Few of those folks really want what NextStage Evolution offers (pure and applied research, access to our researchers, research papers, …) , therefore quickly, cleanly and easily get them over to the site of a company that does offer what they want, NextStage Analytics. That site (also designed by me) is shown on the right. That big center box would hold a video or flash that was activated by the three large buttons on the left, from top to bottom “Learn About”, “What We Do” and “Who We Are”, the three functions we had learned were upmost on the minds of our shifting audience.

NextStage Analytics has a much more markety3 feel to it. The two sites share color schemes and such due to branding, they differ where they have to due to the different audiences they’d serve.

Visually distinctive and highly actionable designs with extremely good visual cues regarding what to do, what goals are achievable and how to achieve them, colors specifically chosen to echo people’s concerns about what we do and guide them past their concerns and into acceptance, all that NextStagey kind of stuff…

These two images — just the images. I drew out and explained the designs, color schemes, action paths, …, remember? — together cost about US$78,000.

People thought NextStage’s consulting prices were high?

I was told not to worry about the cost.

Oh-kay.

I’m skeptical by nature. People are surprised by that. You may have noticed in my blog posts, presentations and such that I tend towards caution, tend not to make a move without lots of evidence, rely on data-driven information, actively seek the counsel of others, …

One of the ways this manifests is that I don’t spend money unless I’m absolutely convinced there will be real, recognizable benefit to doing so. I’m frugal. And for the going on ten-plus years I’ve been doing this, no one ever, anywhere at any time has been able to prove4 to me that money spent redesigning a site consistently, directly, unequivocally, unquestionably and with a better than 83%5 certainty turned into increased revenue from that site.

Ever.

And I’ve asked people. Lots of people. Ten and better years of people.6

And nobody ever gave me an answer. Some…in fact, the majority by close to 100%… said that I shouldn’t ask that kind of question. It had nothing to do with what site (re)design was about.

Say what? What do you mean I can’t equate the cost of a site redesign to revenue from that redesign moving forward? No wonder marketers and analysts don’t get along. And people wonder what planet I’m from?

This whole exercise started with a request to help new visitors migrate to a more comfortable interface. Migrating people between interfaces is something NextStage is very familiar with (it’s covered in Reading Virtual Minds Volume 2: Theory and Online Applications. I really need to finish that book. In the meantime, go read Site ReDesign to Maximize Visitor Acceptance and Branding). Migrating people between interfaces allows past audiences to combine with new audiences in ways that keep both audiences happy and converting.7

And these images work how? Explain to me how these jpgs become a website again, I seemed to have missed that detail the first time

Once past sticker shock I wanted to know “How do you create page templates from these images?”

Well…you don’t. There were no templates. It was all handled by an advanced CMS.

Fair enough. “The CMS system must break up the image somehow, right? I mean, you don’t drop an image of the completed page on the browser each time someone clicks on a different page, do you?”

That’s all handled by the CMS.

“Fine. How?”

I don’t know.

“Where are the docs for the CMS?”

There were no docs for the CMS. It was a custom CMS. You’ll have to trust us.

“Okay, where does the CMS go that’s going to cms our site?”

On your server.

Where it went. And went untouched. By them. For…I’m not sure, I’d have to ask Charles8, but I think it was between 3-6 months.

Oh, they did a few things on it at first — installation alone took over a month because they forgot to make sure all the software they needed was installed before loading the CMS — and then fewer…and fewer…and then…

And during none of this time did we see those beautiful designs turned into operational reality. I did see a “dev” site once with menus that opened when you clicked on the buttons, but no menu item led anywhere and the dev site never got past that homepage.

Which was loaded as a whole image, I think.

I finally asked Charles to look through the CMS data and see if there were any templates, any pages, any anything we could use.

He didn’t find any templates or pages, no…

But he did find contact and business data for all the other customers this group had worked with in the past.

Out went “You’ll have to trust us.” Real quick.

I asked the design firm contact why nothing had been done. “You hurt [the designer’s] feelings.” Not to mention that said designer thought I was a #%&!!MCU**^@! because I kept on asking for results along with the bills.

But wait a second…I hurt the designer’s feelings? How so?

“You didn’t take his suggestions.”

I said to the contact, “But even you admitted you preferred my design to his, that my design moved you at a gut level and in a positive direction. You admitted his didn’t do either, that it was ‘sexy’ but ineffective and non-motivational.” Not to mention that in a standard A/B test9 people stayed on my design and replayed it — the video or flash centerpiece — an average of three times to the ‘sexy’ design’s once and usually moving on before it completed a single run.

I asked, “And how come nobody’s concerned about my feelings? I don’t suppose he could take this as a learning opportunity, could he? God knows I am.”

I was once again told I “shouldn’t ask that kind of question.”10

Next I asked the design group contact to show me how the CMS worked because “This makes it so much easier to manage sites and change features.”

Okay. Fair enough. And I will admit that the new design image did come up on the screen. But only inside the CMS, not in a web browser. I pointed to a button in the image, moved my finger to another part of the screen and said, “Move that over to here.”

That’s not what the CMS is designed to do.

Uh…yeah. Perhaps my emPHAsis was on the wrong sylLAble. Perhaps it wasn’t CONTENTmanagement but contentMANAGEMENT. “Okay. Do something. Anything. Show me how this tool does something that I can recognize as ‘something got done’.”

Five minutes later I was still waiting.

An incredibly complicated tool that…did…nothing…

But dang it sure did cost a lot!11

Meanwhile, back at the ranch…

“Charles, that business data you found. Is it still in there?” It was.

“Could you just pull the names for me? Nothing else, nothing more. Just the contact names.” He did.12 I recognized some of the names. Knew them on a friendly level. I called them and asked, “What can you tell me about such-and-such-and-so-and-so CMS?”

The best (meaning, least painful sounding) response was “We had it {note “had it”} for two years and could never get it to work right.” About middle was “We had it {again with the “had it”} on our servers but every time we wanted to change our site we had to go to them because there were no docs and there was no training.”

Great way to insure job security, that. No docs, no training, and by selling a tool that’s so complex to use only the people who built it know how to use it.13

I was quickly realizing there was an unsatisfactory solution in the making. Time to rethink and reassess. I’ve written elsewhere that one of my math mentors once told me, “For god’s sake, if you’re going to make a mistake make it at the beginning. It’ll be easier to find and you’ll have less invested in getting to the result.”

Good advice, that. We were still close enough to the beginning…I mean, there was no operational site and only some jpgs to play with…so I called John, someone I’ve known for years and who designs toys, statues, cars, comics, bookcovers (he did Reading Virtual Minds V1 and he’ll be doing the rest if I ever get them written), just about everything. “John, I need something to bridge the NextStage site design while adding certain other elements towards a new design. Interested?”

Migration Behaviors – Designing for them and Understanding them

First, you don’t have to be a bird, a caribou, a bison or some other animal to take part in migration. Humans were migrating a long, long time ago (see Birth Control’s Long History for an example) and you’ll probably be shocked to learn that the parts of our brains used to move from one geography to another are the same parts of our brains used to move from one interface to another.

Think of it this way; We have all that neural horsepower just waiting for something to do but most of us don’t perform seasonal migrations anymore (people who travel from a summer home to a winter home and back aren’t performing migrations in the ethological or behavioral sense). However, we do regularly migrate cognitive landscapes.

Cognitive landscapes? You probably call them interfaces. And not just software interfaces, but any commonly used human-nonhuman interaction point, place, method or system is an “interface”.

For example, I’m a’ guessing that one of the most obvious human-nonhuman interaction points is hardly given any thought by the vast majority of people reading this post although it was a major stepping stone in each reader’s personal histories and without it, your ability to socialize would be severely handicapped. That interaction point is the toilet.

Bet you never thought of the toilet as an interface, let alone a cognitive landscape. But enter a public or private bathroom and not have the interface you’re use to and whompus! don’t you do some thinking? Some looking around for what you know should be there? Don’t you experience some confusion?

Well, thinking, visual searching and confusion are all aspects of cognition. When you think about yourself doing something in some place you’re familiar with then find yourself needing to do that same something in a place you’re unfamiliar with, you create a image of that familiar place in your mind, match what you know to what you don’t know and mentally “walk” through the familiar while looking around the unfamiliar to figure out where what you need is located.

Have you ever misplaced something and thought back in time to when you last knew you had it or saw it, then mentally moved forward in time to figure out where you last had it?

Congratulations, you were navigating a cognitive landscape.

Have you ever sat down to use an upgrade or completely new version of some once familiar software and had to figure out how to perform a once familiar task, perhaps saying to yourself something like “Hmm…that use to be on this menu. I wonder where they put it now?”14

Congratulations, you were navigating a cognitive landscape.

These cognitive landscapes are everywhere and people involved in usability, product and information design and the like would do well to study them. Have you had to drive an unfamiliar car?

You can do the “major” car function pretty easily — you can drive it to get where you’re going. But what about the lights? Anybody remember when highbeams moved from the floor switch to the steering column? Anybody remember when the horn went from the center of the steering wheel to the steering wheel ring itself (that one didn’t last)? And what about the radio? Or the mirrors?

Cognitive landscapes again and a tribute to the evolution of automotive design. You want to sell cars to lots of people? Make the “major” car functions as standard as possible. You want to sell your cars to lots of people? Make the “minor” car functions just different enough that they’re both distinctive and more easily performed than in your competitors’ models.15

Anyway, moving people from one interface to another is an exercise in helping them migrate from one cognitive landscape to another.

A simple problem that’s already been solved many times in many places.

Here are the migration goals16 as they apply online:

  1. Uniformity across web presences…
  2. While demonstrating individuality among interfaces…
  3. That doesn’t alienate the known audience…
  4. While appealing to the new audience…
  5. And retains a simple, elegant functionality.

By the numbers…

1. Uniformity across web presences

We wanted a “standard” interface for branding purposes. What is the brand we want recognized across all interfaces?


NextStage Evolution (Duh!).

The brand/logo moving forwardSimple enough. Most people recognize the little figure with the concentric circles around its head as the NextStage logo. It’s on our cards, our current website, in our presentations and letterhead. In truth, we’ll probably never get rid of it because we’ve grown quite fond of our little homunculus. But our audience is changing and growing, so change and grow must our logo as well. Especially now that we’re releasing our desktop tools as web-based tools. But let our regular audience know it’s still us while letting our more recent audience know we’re growing and changing with them.

Also, our color has traditionally been blue. The concept of “blue” carries with it many, many messages (regardless of culture) that we find favorable, so stick with that, just bring it out more.

The NextStage KnowledgeShop, where the right to information is the right to be free...or at least inexpensive...so far...So if you’ve seen NextStage’s new storefront (and you should really go check it out. We’re adding items daily right now) or our BlueSky Meter, OnSite, PersonaScope, Sentiment Analysis, and I have no idea how many other tools we’ll have out by the time this post sees the light of day, you’ll quickly recognize that some standardization is at work.

NextStage BSMeter - NSBM. Want to know how much crap they're telling you? Use this little gem...In fact, our new banners are remarkably similar…except in the bright, sunburst yellow, product specific title just left of center on each banner.

NextStage OnSite - NSOS. Learn that yes, people really do think your site sucks and a few simple changes would up your conversions a few hundred percent!And yes, there is a very specific and excellent reason that we used that sunburst yellow color for our product titles. And yes, there’s a specific and excellent reason that our product titles are just left of center in the banner.

NextStage PersonaScope - NSPS. Oh, my gosh, those people really are a??holes!It won’t matter which tool people use, they’ll very quickly know that they’re on a NextStage site and the specific tool that site is serving.

NextStage Sentiment Analysis - NSSA. Yes, that author truly is a sniveling wreck and not only that, but the audience knows it! Yeeha!It would be great if similarity of banners was all that’s required. We also want to make sure that people who use any one tool will be able to quickly and easily use every other tool. Therefore…

A plain, simple and functional menu

…standardize the menu across all sites.17 Use a menu on one product site and you can navigate on all product sites.

2. While demonstrating individuality among interfaces…

Did you read what I wrote above about the banners being different and then only in the name of the product or place?

And why yellow? Sunburst yellow? Just left of center (a clue — when the number of our visitors from south of the equator increases a bit we’ll make our sites sensitive to that and reverse the banner layout)? In a blue background? Sky blue background?

Hmm…

Do some optocular-psychophysics and you learn that the sunburst yellow, sky blue color combination is something the visual system has had millions if not billions of years adapting to (the just left or right of center not so much so and still enough). It creates a calling in the very bases of our psyches such that denied sunlight and blue skies for enough time humans become suicidal, homicidal and worst of all, less likely to convert!

Oh, my goodness no!

But give our psyches sunburst yellow in a deep blue background and it’s Convert, Baby, Convert!

3. That doesn’t alienate the known audience…

Did you read above about using colors that had always been our colors? Or keeping our homunculus mascot and logo? Or our wonderful sense of humor and bon vi vance?

It turned out that our logo is so unique and so identifiable that people often equate it with NextStage’s other predominant brand, me. And even those people who don’t know it’s our logo know it doesn’t belong to any other company they’re aware of.

More to the point, when people who know nothing about us are shown the logo and asked to say something about the company behind it, they always answer that the company has something to do with minds, brain science, neurology, medical devices for measuring or analyzing the brain.

“…measuring or analyzing the brain” “…brain science…” “…minds”.18

Hmm…

As I’ve written in this post before, I’m good with that.

4. While appealing to the new audience…

Did I mention that our traffic volume and conversions have gone up while our bounces have gone down?

5. And retains a simple, elegant functionality.

Four simple menu items for products; Home, Pricing/Order, About, Contact.

Six in the KnowledgeShop and based on what people purchase from us; Home, Books, Papers, Presos, Tools, Trainings.

And so…

Sexy? I’m still not sure what the word means exactly in a design context. I do know that I can’t get more than a few people to a) agree on a definition and that small number decreases rapidly when I ask them to b) determine metrics for it. There is a science that can be thought of as a study of “what is sexy?”, Koinophilia or Koinophology, and yes, we’ve been doing about two years’ worth of research on it (most recently and with many thanks to fellow researcher, Greg Peverill-Conti, who’s supplying us with images to use in the research). Brad Berens presented some of our research to date to RedBull International and they were both interested and intrigued (thanks, Brad!).

What is “sexy”? For that matter, what is “professional”? It’s like the congressional definition of pornography, “Pornography is what I’m pointing at when I say it.” Explain “sexy” and “professional” as some kind of achievable ROI metric, then define action items that you have great surety will achieve that ROI, then demonstrate that ROI has been achieved in such a way that the data actually unequivocally undeniably indicates that what you did caused this result and there’s no two-ways about it, and I’ll believe you.

Until my research indicates something different or better.

People remember extremes, not middleground. Whatever else, NextStage is remembered (and thought of fondly, we hope). NextStage has always designed to be remembered and nobody confuses our brand with anybody else, so we’re good for two.

Designing incredibly well is one of the simplest things to do yet one of the most difficult to achieve because everybody believes they’re an expert while not having repeatable, demonstrable expertise. The end result? Lots of incredibly expensive, difficult to navigate, “sexy” to some while crap to others, debranding and unmemorable websites emerge and are quickly forgotten.

Add to this mix “the more specialized (single purpose) a tool is the more expensive that tool becomes”, add in site design, branding, navigation and conversion and you can go out of business (or close to) before anything is achieved. And if you’re a user who wants a taste for free then know you’re free sample is going to increase the ultimate cost of whatever you’re sampling for free at some point in time and you’ll end up paying for free whether you want to or not.

Addendum

Google, Plain and SimpleOn the day I finished the rough draft of this post I was sent Why Google backed down on home page backgrounds and Remove Google Background Critics Plead by some of our researchers and I was reminded of the person who, commenting on NextStage’s simple interface, said, “Well, it works for Google.”

Yep, sure does. And didn’t they learn something when they went to change it?

Well, pretty much, yes, they did learn something…what’s in Site ReDesign to Maximize Visitor Acceptance and Branding.

Gotta love it!


1 – Just so you’ll know, our loyal NextStage Evolution audience would have a link to the old site and be emailed login and passwords to the new site, something described in Site ReDesign to Maximize Visitor Acceptance and Branding.
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2 – You can read more about this at Claudiu Murariu’s If you could ask one question to a certain segment of traffic, what segment would you choose and what question would it be? post).

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3 – “markety” as in “Designed to appeal, entice, excite and engage people with a marketing mindset.” You’ll be shocked (Shocked!) to learn our Evolution Technology can determine such things and has been doing so since…oh…2003 or so (see Reading Virtual Minds Volume I: Science and History, Chapter 4 “Hans Reimar Gets Offered a Job in Sales” for an example of this).

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4 – I will share an incantation with you, one I learned long ago and have used ruthlessly ever since. It is one of the most powerful magic spells known to humankind. It has stopped the high and the low immediately, confounded the minds of the wise and simple and brought strong men and women to their knees in remorse and shame. That incantation is…

Prove It!

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5 – I use “83%” because that’s been ET’s average accuracy since 2001. We’ll be doing a major upgrade to our Language Engines sometime this year (2010) and we expect that accuracy to climb a few notches although how much higher is due to [agonizingly long mathematical discussion deleted by Susan. Bet you’re glad, ain’t’cha?].

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6 – I actually started asking back in the late 1990s, during the dot com boom. I came to think that the dot com bust was due to people thinking a complete redesign meant more revenue when all they could guarantee a complete redesign meant was increased cost for the new design.

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7 – Isn’t it nice that we euphemize it to “converting”? I guess I’m the only person on the planet who wants them to buy buy buy.

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8 – Charles, I guess it’s time to reveal, is NextStage’s CTO. He’s been our little secret for quite a while now and we’ve convinced him to start shining his light. To that end, he’s writing and publishing articles under his own name (see Sample Size and Sampling Error in Social Media for an example).

I’ve known Charles since the early 1990s and in a completely different context than CTOish type things. He was, in fact, one of Evolution Technology’s (ET) earliest adopters and promoters. We’d gotten into the habit of emailing each other regularly and talking on the phone one or two times a week just to chat.

About a year back I was complaining about the fact that a “very good. He’s smart and can do what we need” data designer and programmer had already taken two months, charged US$30k and so far had failed to convert ET’s data system into something robust enough to move from desktop applications to a software as a service model.

I had explained to the “very good, smart” designer/programmer that ET’s data system was an identity-relational model, something that mimicked how the brain-mind recognizes things (as documented in Reading Virtual Minds V1: Science and History). Yes, I used a traditional entity-relational database technology to do it, but please don’t look for transactional processing, it doesn’t happen.

Two months, US$30k, and nothing. This very good, very smart person even wrote our contact that the design didn’t make sense and couldn’t work. Eventually our contact wrote us “…it was much too complicated that I thought to begin with” but only after first denying the situation for a while. Denial tactics don’t cut it with me much. Have you seen our Principles, specifically #6 – Take Responsibility for Your Actions and #15 – It is not easier to get forgiveness than permission?

So one Sunday, while talking to Charles, I mentioned this.

“Mind if I take a look?”

No, please. Be my guest. Knock yourself out.

An hour later Charles called me back. “I have your database working in SQL. Mind checking to see if it’s returning correct values?”

Within ±2db, it was. How did you do it so quickly?

“Your design had been working fine for better than ten years so it obviously did what it was suppose to do, and I know I don’t know how it’s suppose to work because even you admit you created that d?mned identity-relational model specifically for ET, so I just copied your structure into SQL, made only the necessary changes to make it SQL and tested to see if it worked. It did, so that’s that.”

Since then, Charles has learned more about how identity-relational models and improved my original designs greatly.

Introducing CharlesFor much less than US$30k. In much less than two months. His improvements to my original designs are why what originally took ten minutes now takes about ten seconds.

And if you think I’m scary, say something you can’t prove with facts — lots of ’em — to Charles sometime.

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9 – Yes, we do perform A/B and such tests although only in a greater “A/B” frame — if A is a traditional A/B test and B is NextStage’s methodology, which produces greater ROI?

Well, NextStage does. See Panalysis’ Rod Jacka Said It for a public example of this.

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10 – Note to people who wish to interact with us in the future: We’re RESEARCHERS!!! What we do is ask questions. All the time. And we don’t give up until we get answers that make sense along with all the other answers we’ve ever gotten. That’s probably why we’re such tough sells. We ask questions companies don’t want to answer.

Then again, it’s also probably why we’re so effective. Think of it as a corollary to Holmes’ “…when you have eliminated the impossible, whatever remains, however improbable, must be the truth“, “When you have eliminated all that doesn’t work, whatever remains, however improbable, must work.”

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11 – Have you been following my rants (well, for me they’re rants) about outrageous pricing models? Sentiment Analysis at a Price Everyone Can Afford or Sentiment Analysis Costs How Much?, for example.

Funny how there's always enough to go around, ain't it?This concept that quality can only come at a high price reminds me of purchasing manure spreaders for the farm. Manure spreaders only glisten and shine when they’re on the showroom floor and the salesperson who doesn’t talk about spreading capacity, throw distance, rate and volume either doesn’t know what they’re selling or doesn’t have much respect for who they’re selling to. Manure spreaders can be right pretty when they’re not working or doing anything useful other than standing still doing nothing. They stop glistening and shining after the first use, usually the most junior farmhand is tasked with cleaning it after its used and it won’t work at all without a correctly geared and throttled tractor pulling it.

The big difference between farmers and businesses is that farmers know the manure spreader will get covered with sh?t as soon as it’s used, so buy one based on ability, not on looks.

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Charles's imitation of Barack Obama's 'gazing-at-the-distant-horizons' posture.12 – Did I mention that Charles is incredibly good at doing exactly what I ask, no more, no less, and when he does more he always gives me what I asked for first, then let’s me know there’s more if I want it and because he’s so good at what he does I always want the “more”. And you wonder why we’ve kept him secret? Wouldn’t you like to work with someone who responds to your requests that well and that quickly? Hmm?

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The original NSSA interface13 – One of our NextStage Sentiment Analysis beta testers commented that the original NSSA interface (shown on the right) was completely functional but she couldn’t show it to anybody. Another person offered that she couldn’t show it to management.

Fortunately, I’m good with that. I wanted to know if they ever had trouble using the tool.

“Nope, it works every time.”

It’s not difficult to use?

“Nope. You login, you enter what you want analyzed, you press [ENTER] and that’s it. A few seconds later you get your report.”

Several beta users commented that it was amazingly fast. They thought it would take a while to finish it’s analysis and were surprised when they didn’t even have time to stand up (that’s that “Charles in ten seconds thing” I mentioned earlier).

Are the reports difficult to understand?

Not at all. You explained one over the phone and it was pretty obvious…almost intuitive (well, I should hope so, really. Intuition is one of the ways the non-conscious communicates with the conscious, and as that is what Evolution Technology is geared to do, voila!).

You still using it?

Definitely!”

So…easy to use (check!), understandable (check!), actionable (check!), works every time (check!), still using it (Check!!!) …

I’m good with such things. Handing me a gold hammer equates to telling me you’ve never driven a nail (gold, softer than steel, will deform each time you strike the nail). Yes, a gold hammer looks real pretty in your hand but for heaven’s sake don’t use it. You’ll hurt yourself, you’ll ruin the pretty and expensive hammer and you won’t get squat done.

And besides, NSSA Advanced and Voices versions includes spreadsheets of their analysis. If you need a gold hammer, you can make exactly the one you need because we provide all the parts.

Now about not showing the interface to management…during a training I mentioned that the tool would process any material although we preferred text for now. Somebody asked if it could process emails.

“Yeah, sure.”

And they promptly sent through an email from management.

And I explained the output for them without knowing what they had sent through.

And they were laughing their heads off.

And then they told me it was a management email about the new benefits package.

With Confidence about -90%, Trust at 0%, Destructive at 88%, They’re Not Good People at 80%, …

Lots of people are sending through management and other emails, we learned, so we’re coming out with a tool to specifically read emails. I’ll announce it on Twitter, I’m sure.

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14 – Our constant interviewing of common people continually pulls up interesting tidbits. Regarding redesigns debranding, one individual who was (was!) a loyal FoxNews.com visitor told us “Foxnews.com just redesigned their homepage and lost me for one as a visitor. It’s busy, confusing and takes too much effort to find what I want.”

Way to go, Fox!

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15 – I once owned a very high end BMW. Everybody was impressed by it. Valets in Boston, Montreal, Hartford, New Haven, NYC and Quebec City always commented on what a great car it was, how good looking it was.

The only problem was that the seats fit neither Susan’s nor my butt. We looked great, people took note of our comings and goings and it was one of the most danged uncomfortable rides we ever had. Not to mention that once or twice the car’s computer forgot we were driving, that I was the owner, had entered the correct code and decided to shut itself down anyway.

While we were on the highway.

Going 70mph.

So I’ll go with simple, clean and neat (I now drive a ten year old Jeep Cherokee). I don’t need to look good. Especially if it means I’m going to be uncomfortable and at risk.

All I need to do is get there.

Things any car should be able to do. But having one that can do it easily, economically, reliably and is comfortable to use?

Priceless!

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16 – You can get a primer on migrating users between interfaces in Site ReDesign to Maximize Visitor Acceptance and Branding.

I also need to add here that I’ll be posting some of NextStage’s research findings about who prefers “sexy” interfaces and why on The Analytics Ecology. It has been truly fascinating (at least to me) as it deals with why some people prefer “sexy” pages and others don’t. It has little to do with the page and lots to do with people’s feelings and attitude towards what’s offered and who’s doing the offering.

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17 – At one point Charles wanted to know if we’d be designing for all the different devices out there. I asked some NSSA beta testers and our Advisors and the universal response was “Don’t design for everything, you’ll go nuts.”

So when someone contacted me to let me know our menu didn’t show up on their mobile device — everything else worked fine, all the images showed up, but the menu didn’t work — my first thought was that this was a fascinating piece of information that hearkened back to “Don’t design for everything, you’ll go nuts”.

But this wasn’t a design issue, it was a usability issue. The menus not showing up means the site was unusable to this person and lack of usability is a concern.

But wait a second…I have data on how many bounces our new sites are getting and the numbers are decreasing from what they were (our old site had 19% bounce rate. It’s less than that now). This individual, not being able to navigate and leaving the site after one page, would be considered a bounce.

And I have a fairly good idea of the ratio that forms between some one person sharing information and how many non-sharers that person probably represents.

And that number is still lower than our bounce rate, so the number of people coming to our sites on mobile devices that don’t load our menus is…

…small

I checked with some people anyway. That’s the way I am. Overly cautious, highly methodical, a RESEARCHER, remember?

I know quite a few people with mobile devices; LG smartphones, iPhones, ‘Droids, … Were there any other mobile devices having problems? It turned out that menu-appearment was device dependent and the mobile device market is highly in flux. As one person explained to me, “The menus show up. I have to do a “long press” for the drop down to work. But my phone reads that input as wanting to save the image. I can back out of that and then click on the expanded menu though. Many touch-screen phones are just that. Predominately single-touch menu interfaces. Something like a rollover on a typical website may take some finagling to get to. Depending on how the site is coded I’ve had the phone bring up its own menu of the items in the drop down. But that varies from site to site.”

So we’re not going to worry about that right now. When we get lots and lots and lots of people coming to our sites over mobile devices, maybe, and not right now, thanks.

But don’t you love it when the data actually unequivocally undeniably indicates both what to do and how to do it?

I just love that.

Final comment on this thread: this individual suggested NextStage hire a web designer/programmer so we wouldn’t have to worry about things like this in the future.

Thanks. Great suggestion. Getting bit for US$78k once was enough, though.

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Maybe we should start selling these in the KnowledgeShop?18 – We once set forth a bunch of our researchers on a bright summer day, each of them wearing a t-shirt with our little homunculus on the front. A little girl wanted to know what other toys we made but all the adults asked what kind of psychological testing service, counseling agency, opinion research, … we did.

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