Forbes Consulting Group Announces MindSight Mobile®; Next Evolution of Revolutionary Technology Allows Researchers to Access and Understand Consumer Emotions in Real-World Environments and in Real Time

NEW YORK, March 27, 2012 /PRNewswire/ -- Forbes Consulting Group today announced the general availability of MindSight Mobile ^®, the next generation of MindSight^® technology, at the annual Advertising Research Foundation conference being held at the Marriott Marquis in New York. The proprietary MindSight^® technology uses applied neuroscience to identify the specific subconscious emotions motivating consumer behavior.  Now, by deploying on smart phones and tablets, such as the iPhone, iPad and Android devices, MindSight Mobile^® uncovers consumer emotions in real-world environments and in real time.  Forbes is offering the opportunity to demo MindSight Mobile^® at booth #502 at the conference.

Dr. David Forbes, the creator of MindSight^®, was named a 2012 Advertising Research Foundation Great Minds Award Finalist in the category of Innovation for his work on MindSight^® technology.

"MindSight Mobile ^® takes emotional research 'into the moment' where consumers purchase, use or experience brands," said Dr. David Forbes, President and CEO of the Forbes Consulting Group.  "Rather than relying on consumer reconstructions of events and feelings that occurred days or weeks earlier, MindSight Mobile ^® takes researchers to virtually any location as the event is happening."  For example:

• As advertising is consumed in the home – when consumers hear about a brand
• In the store and at the shelf – where consumers purchase a brand
• In the home, workplace or other locations – where consumers use a brand

A recent study involving 1,400 clothes shoppers in retail stores demonstrates the use of MindSight Mobile ^®.  Immediately after check out, study participants used MindSight Mobile ^® to assess the emotions they experienced moments before when shopping in the store.  The study looked at shoppers' behavior in mass merchandise (e.g.,Target, Walmart), club (e.g., Costco, BJ's), department (e.g., Macy's, Nordstrom) and boutique retail stores. 

"Overall findings reveal both important commonalities as well as some striking differences between these retail venues," says Dr. Jeremy Pincus, Principal at Forbes Consulting Group and lead researcher on the project.  "The results provide marketers with a clear direction for in-store design and marketing."

How MindSight Mobile^® Works

MindSight Mobile^® is powered by MindSight^®, a proprietary technique derived from applied neuroscience that uncovers the specific subconscious emotions driving consumer behavior in real time.  MindSight^® has three key components: 

• The Emotional Discovery Window: Forbes Consulting Group's patent-pending rapid exposure-rapid response technique circumvents the influence of the rational mind – obtaining authentic subconscious emotional insight from consumers.
• The Leading Model of Human Motivation: Forbes Consulting Group's academically accepted Unified Model of Human Motivation identifies the specific emotions driving consumer behavior – explaining why consumers act as they do.  (See David L. Forbes, Ph.D., "Toward a Unified Theory of Human Motivation," Review of General Psychology June 2011).
• Talking to the Emotional Brain: Forbes Consulting Group's proprietary image library contains hundreds of emotionally evocative images that have been statistically validated to correspond to the Unified Model of Human Motivation – enabling researchers to talk directly to the emotional mind. 

Key Benefits of MindSight Mobile ^®

MindSight Mobile ^® delivers several important benefits:

• Takes emotional research real time and into real-world environments such as the home, shopping malls, movie theaters, stadiums, and other venues.
• Is scalable to reach thousands of globally dispersed respondents in a study.
• Deploys on commonly used smart phones and tablets, such as the iPhone, iPad and Android devices.
• The MindSight^® technique works quickly.  Taking only a few minutes to run, MindSight Mobile ^® makes it easy for respondents to participate in the research anywhere and anytime.

About Forbes Consulting Group

Founded in 1985 and based in Lexington, Massachusetts, the Forbes Consulting Group is a strategic and innovative market research company providing clients with deeper levels of insight about emotions and motivations - and helping them gain strategic market advantage on the strength of this insight. In its 26-year history, Forbes Consulting Group has become a valued resource for Fortune 500 companies. For more information, including the opportunity to receive a demo of MindSight®, please contact [email protected].

About the Advertising Research Foundation Great Minds Award for Innovation

The ARF recognizes individuals (or teams) who, over the past year, have created and proven the impact of innovative new methods based on inventiveness, analytics, and/or harnessing technology.  The ARF believes that research must become innovative to respond to the new questions that marketers are asking as the media and marketing landscape undergoes fundamental and permanent change. 

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SOURCE Forbes Consulting Group