marisa@humanist.africa
PROJECT
Investment Company – Product Mental Model Mapping
Objective: An investment company needed to understand its customers’ perceptions of its products, hindering product development, marketing, and customer satisfaction. The goal was to align products with customers’ decision-making patterns better.
Information cannot be disclosed
Our approach:
Solution: Humanist conducted longitudinal research to map customers’ mental models, using sentiment and content analysis from client communications (emails, reviews, social media) to identify key cognitive and emotional factors influencing decisions.
Key components of the solution included:
Sentiment & Content Analysis: Analyzed client feedback to uncover underlying biases and emotional triggers.
Mental Model Mapping: Identified cognitive patterns and decision-making processes for different customer segments.
Behavioral Science Integration: Applied insights from cognitive biases (e.g., loss aversion) to refine products and messaging.
Approach: Collected qualitative and quantitative data to track shifts in customer perceptions over time.
Mapped customer segments to tailor products and marketing to match their needs and biases.
Impact stats
15%+
Product Adoption: Products aligned with customer mental models led to higher adoption rates.
20%+
Conversion Rate: Optimized messaging improved customer engagement and conversion.
25%
Client Satisfaction: Personalized engagement strategies increased satisfaction and retention.