The magnitude of a message’s impact without considering whether it increases or decreases response.

Key takeaway: A large absolute coefficient means the message truly matters

A model where individual message effects add together independently.

Key takeaway: This isolates the power of each idea inside a vignette.

Segmenting people based on statistical response patterns rather than demographics.

Key takeaway: Mind Genomics groups people by how they think.

A comparison of means across groups.

Key takeaway: ANOVA shows differences; Mind Genomics identifies the messages that create them.

A feature or characteristic often used in traditional conjoint studies.

Key takeaway: Mind Genomics focuses on messages because they reveal psychological truth.

A structure where each message appears equally across vignettes.

Key takeaway: Enables clean scientific measurement.

The average response before message effects are added.

Key takeaway: Shows how far drivers raise response and deterrents lower it.

A message with a positive coefficient that increases desired behavior.

Key takeaway: Identified empirically rather than assumed.

The platform used to build studies, run vignettes, and generate coefficients and mindsets.

Key takeaway: Makes Mind Genomics accessible for the cost of a cup of coffee.

Starting with each mindset before aggregating upward.

Key takeaway: Respects that people think in patterns, not averages.

A numerical value showing how much a message raises or lowers response.

Key takeaway: Reveals true cause and effect.

Compares how one message performs across all mindsets.

Key takeaway: Exposes alignment, conflict, and hidden segmentation.

Measures preference for bundles of attributes.

Key takeaway: Mind Genomics extends this logic to ideas and mindsets.

Messages that perform positively across all mindsets.

Key takeaway: Unifies audiences without losing precision.

The purposeful variation of messages across vignettes.

Key takeaway: Allows regression to isolate each message's effect.

A message that helps one mindset and harms another.

Key takeaway: Shows why one-size-fits-all communication fails.

A narrative explaining what findings mean and why they matter.

Key takeaway: Grounded in measurable patterns, not speculation.

The structure of how choices are presented.

Key takeaway: Mind Genomics identifies messages that shape decisions.

A message with a negative coefficient.

Key takeaway: Avoiding deterrents can matter as much as selecting drivers.

The blueprint assigning messages across vignettes.

Key takeaway: Makes Mind Genomics scientifically valid.

A method where respondents pick from several options.

Key takeaway: Mind Genomics measures message impact directly.

A message with a strongly positive coefficient.

Key takeaway: Shows what makes people say yes.

A measure of how strongly a variable influences an outcome.

Key takeaway: Expressed through coefficients with real-world impact.

A short idea appearing inside a vignette.

Key takeaway: The atomic unit of the study.

Segments based on response patterns, not demographics.

Key takeaway: Mindsets emerge from observable behavior.

Defines how elements combine in the study.

Key takeaway: Good design reduces noise and enables accurate measurement.

A variable tested in a study.

Key takeaway: Each message acts as a factor with measurable impact.

A table listing coefficients for the entire sample.

Key takeaway: Useful summary, but mindsets reveal deeper truth.

Journalist who popularized Howard Moskowitz’s work.

Key takeaway: Introduced the idea of multiple best solutions.

A finding showing how people respond to health ideas.

Key takeaway: Reveals drivers of health behavior.

The underlying pattern explaining why people respond the way they do.

Key takeaway: Revealing this logic is the core purpose of Mind Genomics.

A ranked measure of message influence.

Key takeaway: Useful for scanning; coefficients drive prediction.

When one variable changes the effect of another.

Key takeaway: Mind Genomics minimizes interactions to isolate message effects.

Groups respondents into mindsets based on response patterns.

Key takeaway: Creates cognitive segments based on thinking.

The raw rating for a vignette before modeling.

Key takeaway: Liking shows perception; coefficients show causation.

Model where effects combine additively without interaction.

Key takeaway: Produces clean, isolated message effects.

Respondents choose best and worst options.

Key takeaway: Ranks preferences but does not explain them.

The deeper pattern of meaning revealed by message effects.

Key takeaway: Enables narrative storytelling grounded in quantitative truth.

A short, clear idea presented to respondents.

Key takeaway: Messages can be measured scientifically.

A segment sharing a similar pattern of response.

Key takeaway: Represents how people think, not who they are.

A display of the distinctive pattern defining a mindset.

Key takeaway: Makes invisible thinking patterns visible.

A narrative summary of what defines a mindset.

Key takeaway: Provides precise communication guidance.

Creator of Mind Genomics and Harvard-trained experimental psychologist.

Key takeaway: Proved the world is made of distinct mindsets, not averages.

Measures likelihood to recommend.

Key takeaway: Shows direction; Mind Genomics reveals why.

Ensures variables do not overlap.

Key takeaway: Enables clean, independent measurement.

The unique way each respondent reacts to messages.

Key takeaway: These patterns form mindsets.

The mental framework people use to interpret choices.

Key takeaway: Mind Genomics maps this space via mindsets.

Shows coefficients for the entire sample.

Key takeaway: Useful summary; mindsets reveal deeper truth.

Forecasts how someone will respond to a message.

Key takeaway: Coefficient-based prediction is core to Mind Genomics.

A short quiz assigning someone to a mindset.

Key takeaway: Makes the study practical and personalized.

The statistical method determining message effects.

Key takeaway: Makes the science predictive, not descriptive.

The range of how respondents scored vignettes.

Key takeaway: Hints at differences; coefficients explain them.

Dividing a population into meaningful groups.

Key takeaway: Mind Genomics segments by thinking patterns.

Signal is meaningful effect; noise is random variation.

Key takeaway: Mind Genomics amplifies signal through design.

A pattern showing how a mindset reacts to message categories.

Key takeaway: Reveals mindset-level patterns at a glance.

Foundational psychologist and mentor to Howard Moskowitz.

Key takeaway: Provided the scientific foundation for Mind Genomics.

Ensuring equal exposure of messages across vignettes.

Key takeaway: Enables trustworthy coefficients.

The full collection of vignettes used in the study.

Key takeaway: Creates the variation needed for discovery.

Organizing drivers and deterrents into meaningful themes.

Key takeaway: Themes are based on measured effects, not intuition.

The point where a message begins to meaningfully change response.

Key takeaway: Thresholds arise naturally as coefficients increase.

Raw percentages of high or low ratings.

Key takeaway: Useful context; coefficients give deeper insight.

Starting analysis at the population level.

Key takeaway: A helpful overview, but mindsets reveal deeper truth.

Connecting insights to real-world applications.

Key takeaway: Makes Mind Genomics strategic and actionable.

Shows how much responses differ across individuals or groups.

Key takeaway: Mind Genomics explains variability through mindsets.

A short combination of messages presented as a scenario.

Key takeaway: Mimics real decision making while enabling message measurement.

The collective strength of data supporting a message’s impact.

Key takeaway: Coefficients supply the weight of evidence.

The mistaken belief that one message must fail for another to succeed.

Key takeaway: Mind Genomics shows multiple messages can succeed for different mindsets.