This link has been bookmarked by 35 people . It was first bookmarked on 03 Jul 2006, by Ashok Srinivaspur.
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occams razors"They are too cortex, which means that they think too much, and then they ask people to think and to tell them what they think. Now, my experience is that most of the time, people have no idea why they're doing what they're doing. They have no idea, so they're going to try to make up something that makes sense. Why do you need a Hummer to go shopping? "Well, you see, because in case there is a snowstorm." No. Why [do] you buy four wheel drive? "Well, you know, in case I need to go off-road." Well, you live in Manhattan; why do you need four wheel drive in Manhattan? "Well, you know, sometime[s] I go out, and I go -- " You don't need to be a rocket scientist to understand that this is disconnected. This is nothing to do with what the real reason is for people to do what they do. So there are many limits in traditional market research.
I will not criticize too much marketing research. I would say some people are good, like everywhere. Some people are not that good. But in terms of the way they approach people's behavior, I think you need to go beyond words, and my training with autistic children is that I had to understand what these kids were trying to tell me with no words. So that's part of my training.
How can I decode this kind of behavior which is not a word? My theory is very simple: The reptilian always wins. I don't care what you're going to tell me intellectually. I don't care. Give me the reptilian. Why? Because the reptilian always wins." -
29 Apr 14
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In the relationship with your mother, you're going to imprint, make mental connection about what means love, what means mother, what means being fed, what means a home, what means all the things that are very basic for survival.
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American culture is a very basic instinct: I want to be reached now; let's do it. [There's a] bias for action. Just now, [America is] very adolescent when other cultures are more cortex, very control, control, control
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But in terms of the way they approach people's behavior, I think you need to go beyond words, and my training with autistic children is that I had to understand what these kids were trying to tell me with no words.
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The code for mothers, for me, is total paranoia. Total paranoia.
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In my work, I don't discover the code alone; I use my clients. We call that the core team. The clients are with me and together with the people that we want to understand. We go to the bathroom with them. We spend three hours with them, you know, 30 of them at the same time. It's not a focus group; we call it an imprinting session. And my clients are just like one of them. As long as they are American, born and raised in America, they qualify, too. And so they go to the bathroom with these people, and there is no nametag; they don't know who they are. And it's amazing what we discover most of the time
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Javed AlamOriginally I'm a child psychiatrist. I used to work with
autistic children, children that don't speak, and I was just trying to
find a cure. I made several little discoveries of the way the brain
functions at the time. -
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Erhardt GraeffAbout neuromarketing: a french child psychiatrist diagnoses cultural codes as the key to marketing specific products among specific demographics
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06 Oct 06
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we started with the cortex, because people want to show how intelligent they are, so [we] give them a chance. We call that a purge or washout session. We don't care what they say; we don't believe what they say. And usually they give us all the cliché. They tell us everything that we have told them already through advertising, communication, the media, the newspaper. And then we have a break. They're usually very happy with themselves. They say, "Oh, we did a good job," and so on. And when they come back, now we're going to the limbic, to the emotions. I tell them: "You're going to tell me a little story like if I was a 5-year-old from another planet. I'm 5, which means I can only understand things that are very simple. I'm from another planet, which means I don't know anything about your planet, so you're free to tell me anything you want." They don't understand what they're doing anymore. Good, that's what I want. They get paid to do that, so they do it; they tell me little stories. The stories have to start with "Once upon a time." Suddenly they are into a mind-set that is completely different. They don't try to be logical or intelligent; they just try to please a 5-year-old from another planet, and they tell little stories. At the end of the second hour, when we go to the break, and my clients go with them to the bathroom, they say: "This guy is crazy. What is he doing?"; "I thought I understood what we were doing -- now I don't understand anything"; "I mean, I get paid to do that?"; "Wow, what is he going to do with that stuff?" This is excellent; this is what I want. I want to disconnect the cortex. The cortex is control, control, control, try to be intelligent, so on. But
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I'm not telling you that everybody is the same. No, I'm not telling you every human being is the same. It's not that. We are all unique. Even twins are different. Everyone is unique. But we have in common some structures that come from biology. For example, we are all human; we all come from a woman, which is what I call a biological scheme. We all come from a woman, not from a man. OK, so that's a structure. But then after that, we have things that are acquired that come from the culture. But then after that, the third level is your own structure, your identity. And you are unique. Everyone is unique. So now we have three structures: You have your unique script, what I call personal script; then you have the cultural archetype; then you have the biological scheme. Now let's suppose you are in harmony with these three levels: Then you are happy. Let's suppose there is a disconnect between the three levels: Then you're very unhappy, right? So that the problem comes from the disconnect between you own script -- the way you function as a person -- your culture and your biology. That is a key dimension here. But people's behavior can be understood, definitely. I think that once you understand the power of code, then you can decode. Once you have the code, everything that people do start[s] making sense.
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