Reading Minds with Pathfinder Text Science

by MAi Research March 4, 2021

We recently presented at the Quirk’s Conference and wanted to share what we presented.

In this case study, we applied a combination of our Pathfinder Text Science and Driver Pathways approaches to learn how people think and feel about an innovative new device: a brain-machine interface product meant for the general public to use for communicating with each other and their electronics.

The reactions to such an innovative device were so varied that a total sample drivers approach was not powerful enough. We took the analysis a step further by applying a text-based segmentation to provide more precision on how language was used differently, ultimately arriving at messaging insights that were supported by the original context of responses. Additionally, we were able to get a base understanding of which segments were primarily driven by System 1 vs. System 2 decision-making.