Minsait-Kernel’s insights: Neurostrategy to understand and provide a differential value to the client. Success stories

Insight Minsait-Kernel

Despite the efforts that companies make to understand their customers, they are usually not enough to achieve the expected results.

What is mainly the reason? Or rephrasing the question: Why do customers say one thing and then do another? The reason is that people’s decision-making and perception of value are eminently subconscious. It is difficult for clients to verbalize what they are not aware of.

As a solution to this problem, in 2009 we launched neurostrategy onto the market, which is the discipline that allows us to understand the customer and offer them what they really want. It gives us access to that 95% of customer knowledge that is subconscious, which has traditionally been inaccessible to companies.

Through neuroscience, a wide range of business challenges can be addressed:
1. Design new Value Propositions: understand how decisions are made and how value is perceived in order to design a new value proposition that fits the true expectations of the client and maximizes their business results.
2. Investigate and diagnose: study the client in depth to be able to (re)design and develop products, services, channels, experiences, journeys…
3. Manage talent: subconsciously measure skills, abilities, values…

One of the recent success stories is that of a financial institution that designed a PFM (Personal Finance Management) and wanted to reposition it among young people to maximize its value and use, since they consciously stated that they were satisfied with the entity’s PFM, but subconsciously it did not meet their expectations or their needs and hence its low usage rate. Thanks to neurostrategy, an exhaustive diagnosis was made and a new value proposition and strategic and tactical recommendations were designed, with which the potential for improvement in the use of the app was increased by more than 700%.

If you want to know other similar success stories where neurostrategy has been key, download this report and discover how to apply it in other sectors: https://www.minsait.com/es/actualidad/insights/neuroestrategia-para-entender-y-aportar-valor-diferencial-al-cliente