BUYOLOGY INC Forms To Shift Traditional Marketing Focus From Segmenting Brands To Consumers, To Segmenting Consumers To Brands

Comprised of veterans from the marketing and consulting industries, BUYOLOGY INC. has been formed to help marketers adapt to the reality that consumers are self-segmenting in their product purchase behavior and that a need exists to focus on segmenting consumers to brands in order to more effectively market to target audiences.

To do so, BUYOLOGY INC. makes insights from emerging neuromarketing analysis techniques, such as biometrics, semiotics and logic, and proven projective technologies for revealing non-conscious insights and motivations, more actionable by using them to analyze and manage the consumer & customer decision making process and develop strategic solutions to marketing challenges.

The company takes a technology-neutral approach to analysis, applying a variety of techniques, including EMG, fMRI, eye tracking, galvanic skin response, EEG and reaction time, selecting those that best meet the needs of the marketing challenge to be addressed. Their analysis also draws upon BUYOLOGY INC.'s database of more than 2,500 brain scans from the United States, United Kingdom, Germany, Japan and China, the largest such database in the world.

Strategic solutions focused on segmenting consumers to brands are then developed based upon the experience and insights of BUYOLOGY INC. principals who have worked for some of the world's leading marketers and consulting firms.

The founders of BUYOLOGY INC. include:

• Gary I. Singer, CEO and Founding Partner. Singer is the former Chief Strategy Officer for Interbrand and served as a Partner at McKinsey & Company, as well as founding Redline Results, an independent brand consultancy;
• Donna J. Sturgess, Founding Partner. Sturgess is the former Vice President of Marketing and Strategy and Global Head of Innovation for GlaxoSmithKline.

Martin Lindstrom, founding partner, and author of the best-selling book Buyology, Truth and Lies About Why We Buy, serves as Chairman of the Board. BUYOLOGY INC. was formed to expand upon the insights identified in Buyology and to elevate them to practical marketing considerations by leveraging the experience and knowledge of the firm's principals.

Hakuhodo Inc., one of the largest marketing services groups in Japan, is a strategic investor in BUYOLOGY INC.

"The majority of purchase decisions are made at the non-conscious level, some 85%, but traditional marketing analysis depends upon research that focuses on the cognitive 15%," says Singer. "Traditional research alone does not yield the insights needed to understand how to segment consumers to brands, because these insights can only be realized by analyzing this non-conscious decision making process. Our use of a broad set of non-conscious measurement tools to do so in effect makes neuromarketing more actionable and relevant to the needs of marketers than it has been to date."

"The philosophy of segmenting brands to consumers has become outdated as insights gleaned from analysis of the non-conscious decision making process and observation of purchase patterns has revealed that this approach is just not sufficiently holistic," says Sturgess. "Consumers today self-segment based upon their changing needs, economic conditions, shifts in lifestyle and evolution in family structure. It is only by tapping into their true decision making process through neuromarketing analysis that a marketer can gain accurate insight into this segmenting and better understand the relationship between the consumer and their brand."

Daddi Brand Communications
Bill Daddi
(212) 404-6619
(917) 620-3717
Bill@daddibrand.com