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PSYCHEA© human understanding technologies
PSYCHEA© is a team of specialists with knowledge of and experience in the fields of behavioral management and decision-making. The company’s experts and employees are competent in sociology, psychology, psychophysiology, psycholinguistics, behavioral economics, segmental modeling, marketing, branding, and the development and management of communications.
The PSYCHEA© universal behavioral model uses data gathered during the direct observation of human behavior to form a portrait of individual preferences and behavioral stereotypes linked to personality. With the use of this model, a subject can be assigned to one or another population segment, allowing offers and messages to be tailored to their style of perception and decision-making.
What Do We Do?
PSYCHEA© provides direct consulting and planning, expert training, and the development and implementation of automated analytical models.
Psychographic Segmentation
We develop and implement fully automated systems of client-base segmentation on the basis of voice-, text-, word-choice, interface-usage, and transaction-history analysis, as well as other behavioral data.
Behavioral Data Analysis
We perform behavioral analysis using a mixed-data structure. Design of classifier metrics and data models. Scenario data analysis. Ongoing special projects in online and real-world behavioral analysis. Ongoing projects in cybersecurity and fraud-detection.
Customer Journey
We detect contact points with clients, create and analyze clients’ experience maps, project new contact points, and help with client-base activation.
Sessions – Psychea Segment Days
We break down current segmental strategy. We transmit skills in the field of psychographic segmentation. We teach logic and segmentation rules based in psychographics. We offer basic knowledge of sales, marketing, product development, and communication management based on psychographic segmentation.
Product development
We support the product-design process. We develop an attribute-based model of the product in a system of functional, rational, and emotional attributes. We analyze the quality of UI/UX projecting. We adjust product portfolios for different psychographic segments. We design product communication.
Optimization of Client Service
We improve the structure of telemarketing and front-office work. We implement systems of screening and adaptation of personnel based on employees’ psychographic profiles. We design a sales funnel. We create motivational system for employees. We put together a set of documents for an assessment center.
Sales Kit – Personal Sales
We develop a set of materials for the presentation of the company’s products. We create communication scenarios for the product portfolio and separate segments of the clientele. We teach personnel how to use the materials and we integrate communicative scenarios into the company's operation.
Sales Kit – Remote Channels
We write content for text messages, online messages, e-mails, landing pages, and product pages. We select visual materials. We help develop elements of the sales kit. We provide support in carrying out communication campaigns and analyzing their effectiveness.
Depth Interviews
We perform depth interviews using non-instrumental lie-detecting methods. We provide a full cycle of research: statement of assumptions and tasks, design of research and selection, screening, recruiting, research instrument, interviews and analytics, preparation of reports. We work with specific and difficult-to- reach audiences.
Cognitive Mapping
We assemble sets of associative maps of client experience. We describe the interconnections among associative fields, sensory attributes of product offers, brand attributes and product/brand-communication, drivers and barriers, consumption and usage situations. We perform product- and brand-positioning in the client’s associative and sensory field.
Audit of Selection Offers
We research the product- and service-offer structure, the functional model, the functional design, and verbal and graphic communication. We carry out segmentation based on the selected structure. We correlate the selection offer with a segmented model of audience. We detect inconsistencies between functional, communication, and audience product models.
Positioning and Communicative Strategy
We perform strategic analysis and analysis of the concrete fields of products, companies, and brands. We design a positioning system. We put together a package of specifications: a product prototype, a positioning map, a brand platform, and a communication strategy. We help develop communication materials and implement strategy.
Personnel Evaluation
We develop and implement systems of functional and psychographic behavioral testing and a system for evaluating personal and professional competencies. We conduct streamlined behavioral evaluation of personnel. We help in the evaluation, selection, and adaptation of employees.
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Clients and Partners
PSYCHEA© human understanding technologies
The base of the company’s expertise is thorough behavioral analysis, psychographic segmentation, communication projecting, and information design. We segment an audience not with questionnaires but on the basis of real human behavior. We unite in the profile a wide variety of factors: action patterns, interaction strategies within social circles, intrinsic psychological and cultural features, schemes of values and interests, lifestyle, preferred aesthetics, peculiarities in the decision-making process, specifics of risk comprehension, economic factors in making choices, and many others. We select the optimal communication channels, scenarios, and stylistics. We design separate communication messages and, in general, separate identity experiences.
Get in touch with us
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Vereiskaya str. 29, bld.134, office D202.3
Tel: +7 (903) 798 80 87