For more than twenty years, PSB has been using a unique microtargeting approach that relies upon three elements:
1. Microtargeting. Using a proprietary NeuroPersonality Poll, PSB conducts patented quantitative research and slices audiences into numerous slivers, each of which (in contrast to the segments developed by traditional market research firms) is a coherent and distinct group. Each group is deeply profiled on attitudes, lifestyles, habits, category preferences, Myers-Briggs classification, demographics, and political views.
2. Micromessaging. For each group, we develop specific messages shaped to resonate with each “sliver.” This message aligns with larger corporate positioning.
3. Database Executable. To enhance the utility of the groups, PSB creates algorithms for defining them using underlying database information, whether voter rolls, media company databases, or customer files – to ensure a direct translation from our research-based recommendations to in-market implementation.
The result is a unique,integrated MicroTargeting + MicroMessaging approach that closes the gap between strategy and execution and increases the ROI on marketing spend.