Them People O’er There, They Don’t Think Like Us

[Note this is another blast from the past – Oct 2011 to be exact – that is being requested hence resurrected. Enjoy!]

Long, long ago, NextStage's tagline was "Learn How the World Thinks…Now!". We were quite happy with that as a tag line because it exemplifies the basis of what NextStage did then and does now, make human thought marketably actionable. I'll admit we were taken aback when prospects heard our pitch — it hasn't changed much — and responded, "Why would I want to know what my customers think?" A response we heard almost as much was "Why should I care what my customers think?"

Well, it turns out what we offered then we still offer now, then it was free, now it's for pay (just letting you know ahead of time, although we believe it's pretty inexpensive) — You can learn how the world (or select parts of it) thinks now for only US$39.99/run. [Now you have to purchase either an individual membership (still relatively cheap) or a corporate seat (not quite as cheap but when you’re a corporation, a thousand here a thousand there, you probably never notice)]

Ten years ago nobody was interested [that would have been 2001]. Now they are [meaning 2011, when this post originally came out, and definitely now in 2016]. Perhaps there's more interest in learning how the world — or at least different regions of it — think now. Or at least how the world was thinking in the last twenty-four hours (because that’s how often the tool updates).

In any case, you can go to the NextStage SampleMatch World Report and see how people are thinking globally. NextStage's SampleMatch Tool uses data collected by NextStage OnSite and similar “visitor tracking” tools to determine how people are thinking, how they'll behave and what motivates them. [As I update this, we’ve got four of the seven continents covered. Nobody’s sending data from Antarctica, Africa and South America. We’re working on Africa and South America. Antarctica, you’re on your own].

Nice, huh?

One fascinating thing we've discovered so far is that the majority of people around the world use what we call a V14 Personality Style (you can learn more about these designations in these posts) [Here in 2016 about a quarter of the planet is using K22, a change primarily due to the proliferation of mobile devices]. That V14 hasn't changed in the time we've been beta-ing the tool (about three months). What does change fairly regularly are the secondary, tertiary and less used Personality Styles. The secondary and tertiary change at least once a week, and the Personality Styles representing lesser populations shift little.

It is an oddity.

You can also get an idea of how many individual locations NextStage's SampleMatch Tool is analyzing on NextStage SampleMatch's About page [You have to be a NextStage Member to access the tool now]. Right now, for example, we're providing results for Albania through Ho Chi Minh City, Lam Dong, Viet Nam.

NextStage SampleMatch's function is to provide marketing and creative people actionable design data by region. Imagine yourself sitting in a mall watching people walking past and making highly accurate decisions about how each person shops, decides what to buy, what kinds of things trigger their interest, etc., and you get an idea of how NextStage's SampleMatch works.

And before I forget, the information can also be provided by zip/postal code, gender, age and industry, if desired.

So go take a look and let us know what you think.

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Reading Virtual Minds Volume II: Experience and Expectation Now Available on Amazon

First, we appreciate everyone’s patience while we got this volume out.
And now, from Holly Buchanan‘s Foreword to the book…

Reading Virtual Minds Volume II: Experience and ExpectationAfter inhaling Reading Virtual Minds Volume I I was like an antsy 3-year old waiting for Reading Virtual Minds Volume II. It did not disappoint.
I love the way Joseph Carrabis thinks. He has a unique ability to share broad rich theory with actionable specifics. Unlike many technical writers, he has a unique voice that is both approachable and humorous. It makes for an enjoyable read.
But what’s the main reason why you should read Reading Virtual Minds Volume II: Experiences and Expectations? Because where most companies and designers fail is on the expectation front.

Humans are designed as expectation engines.

This is, perhaps, the most important sentence in this book. One of the main points Joseph makes in this volume is this – Understand your audiences’ whys and you’ll design near perfect whats.
Design failures come from getting the whys wrong. That can lead to failures on the experience side, but also on the expectation side. And that can be the bigger problem.

Expectation is a top-down process. Higher-level information informs lower-level processing. Experience is a bottom-up process. Sensory information goes into higher-level processing for evaluation. Humans are designed as expectation engines. Topdown connections out number bottom-up connections by about 10:1.

Why is this so important?

In language, more than anywhere else, we see or hear what we expect to hear, not necessarily what is said or written. Across all cultures and languages, neurophysiologists and psychologists estimate that what we experience is as much as 85% what we expect to experience, not necessarily what is real or ‘environmentally available’.


When people expect A and get B they go through a few moments of fugue. External reality is not synching up with internal reality and the mind and brain will, if allowed, burn themselves out making the two mesh.

Get your consumer/visitor/user experience AND expectation right, get their why right, and you’ll be exponentially more successful.

Here are just a few of the goodies you’ll find in this book:

  • Privacy vs. value exchange and when to ask for what information. Joseph has some actionable specifics on this that will surprise you.
  • Why we design for false attractors rather than the real problem.
  • The importance of understanding convincer strategies. Convincer strategies are the internal processes people go through in order to convince themselves they should or should not do something.
  • Companies spend a lot of time trying to convince consumers to trust them. But what may be even more important is understanding how to let consumers you know you trust them. This book has ideas on how to show your customers/users/visitors, “I believe in you”.
  • How often our own experience influence our designs. Unless you’re able to throw all your experience out, and let the user’s experience in, get out of the usability and design business.
  • How to allow your visitors easy Anonymous-Expressive Identity and make them yours forever.
  • Regarding new material, design, interface, the importance of making sure your suggestions provide a clear path to the past (thus being risk averse while providing marketable innovation).

As always, Reading Virtual Minds provides specific actionable ideas. But it will also make you think and approach your work in a new way. And I think that’s the best reason to treat yourself to this book and the inner workings of NextStage and Joseph Carrabis.

(and we never argue with Holly Buchanan…)

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

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!

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Panalysis’ Rod Jacka Said It

[Note: this post is from Oct ’07. We’re backfilling again for Joseph’s references in Reading Virtual Minds Volume II: Experience and Expectation]

Panalysis‘ Rod Jacka noticed that I referenced his email to me in Back from eMetrics Dec ’07 and invited me to both attribute the quote to him and provide the full quote.

I’ll gladly attribute the quote to him (and a G’Day, Mate! back to you, Rod).

What I will do is expand a bit on what Rod learned and is commenting on in his email to me. First, I’m not going to say A/B-Multivariate-Taguchi testing is a waste of time or money. Second, I will note that every time I do a quick analysis of a company’s website I get the same reactions; “…we just did some A/B-multivariate-Taguchi testing and everything you said is what we found out we had to do.” This has happened at IMedia summits, eMetrics summits and countless times with clients.

What’s it all about? It’s very simple, really. It’s all about knowing how the human brain is wired and how it’s going to respond to information in its environment. This is the key to it all and what NextStage has been researching, publishing about and helping clients with for almost seven years now. A web page and more recently multi-media (what NextStage calls “multi-modal”. see Get the attention you’re already paying for (page 2 of 4)) environments are nothing more than demonstrations of what the brain-mind has been dealing with for several millions of evolutionary history. This history exists and won’t be replaced any time soon so make use of it.

Think of it as “Those who don’t understand history are doomed to repeat it.” My guess is they’re repeating it by spending tens if not hundreds of thousands of dollars on A/B-multivariate-Taguchi methods.

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NextStage gets a nod from Dell’s Annette Priest at eMetrics DC Summit

[Note: this post is from Oct ’07. We’re backfilling again for Joseph’s references in Reading Virtual Minds Volume II: Experience and Expectation]

It’s so nice when one’s work get’s noticed, in this case by Dell’s Usability Research Manager, Annette Priest. First and so there’s no confusion, Dell is neither a NextStage nor my personal client. Ms. Priest’s nod was a recognition that more and more companies need to start utilizing the kind of research that NextStage is known for – understanding the hearts and minds of consumers through a variety of disciplines.

My thanks to Ms. Priest for the kind words and to Jim Sterne for putting the venue together.

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