Cooperative Market Lab R&D Projects

Root Cause Marketing System

The Unicist Pilot Test driven Market Lab is an intelligent knowledge system that simplifies the management and monitoring of the root causes of buying processes to generate market growth.

It is based on several basic discoveries that allowed introducing the Industry 4.0 concept in marketing:

1) The knowledge of the roots of human intelligence and their functionality that allows influencing decision making.

2) Unicist Artificial Intelligence that allowed developing the Unicist AI Monitor to manage the root causes of buying processes.

3) The functionality of concepts as triggers and root causes of buying decisions.

4) The structure and functionality of collective intelligence to manage the context of buying decisions.

5) The structure and functionality of marketing objects to build commercial critical mass.

The Lab is installed as a cooperative R&D process, based on a prototyper that is provided by The Unicist Research Institute and is developed while it is applied based on the feedback of the Pilot Markets.

The Context: The 4th Industrial Revolution

The Unicist Approach to the 4th Industrial Revolution

The concept of Industry 4.0, applied to a business as a whole, is necessary to produce sustainable growth.

The 4th Industrial Revolution introduced adaptiveness in the industrial and business world. The Industry 4.0 concept proposes to manage businesses as adaptive systems increasing customer orientation, productivity and quality.

It has to be considered that the Unicist Theory and its applications were a precursor of the Industry 4.0 concept. This theory was developed to understand the evolution of adaptive entities and to manage adaptive systems and environments.

As the previous industrial revolutions, Industry 4.0 coexists with the previous stages, providing a significant competitive advantage for those who enter this stage.

Unicist Artificial Intelligence Tools

The Evolution of Intelligent Knowledge Systems

Unicist artificial intelligence was developed to manage adaptive systems and adaptive environments. It is a core tool when dealing with the concept of “Industry 4.0” applied to businesses.

Unicist AI allows monitoring adaptive solutions by using the unicist logic that emulates the intelligence that underlies nature. It provides a tool for root cause management, unicist business strategy building and conceptual management.

When dealing with big data, it is complemented with neural networks to develop reliable big data analytics.

The unicist artificial intelligence allows developing monitors to manage business intelligence, business strategy and marketing and designing business functions and business objects. It also allows managing the root causes of business processes and emulating and supporting the development of solutions in the mind of deciders.

Customer Orientation: Digital Marketing in Industry 4.0

The Unicist Ontology of Internet

Digital marketing is one of the essential business functions in the era of the “Internet of things”. But the results these functions produce might be paradoxical. It has to be considered that the German elections in 2017 showed a sort of failure of the Internet marketing of political parties.

Internet marketing requires understanding that the communication on Internet does not work as a traditional ad, but as what The Unicist Research Institute has named a CyberCom.

Traditional ads installed on Internet drive towards paradoxical results and hinder the strengthening of the image of products, services or organizations.

CyberComs do not work as drivers of buying actions, but as catalysts of buying processes, that require generating influence on a “preexisting” process, establishing synergy with the needs of the customers to generate buying decisions.

Digital marketing is an extreme simplification that requires managing a conceptual approach to integrate the cyber-processes with the mental processes.

Unicist Market Labs for Market Expansion

The unicist marketing technologies have been developed at The Unicist Research Institute to manage the root causes of buying processes. Unicist Marketing is an approach based on the use of marketing objects and the unicist segmentation. Each segment is considered a "Universe". It increases +25% the marketing effectiveness, accelerating the buying processes and saving energy. These objects produce basically three noticeable effects:

A. They allow having the necessary critical mass to trigger the buying process.

B. They accelerate the marketing process shortening the time between the marketing stimuli and the buying action.

C. They save energy in the marketing process, which makes it more efficient.


It has to be considered that any value proposition made to a person is recognized by the Conceptual Short-Term Memory (CSTM) that uses the concepts stored in the Long-Term Memory (LTM). Therefore, the marketing actions that are based on conceptual segmentation increase notoriously their effectiveness.

Complementary Research Methods

Mass Groups to Segment by Preconcepts

Unicist Mass Groups have been developed to learn about the structural positioning of products. The instantaneous responses of the Conceptual Short-Term Memory (CSTM) are driven by the collective intelligence of individuals, which define the structural segments that respond to the concepts that underlie the value propositions.

Unicist Semiotic Groups allow confirming the functionality of semiotic objects in communication. This method is applied to evaluate any communication being it advertising, publicity or the design and packaging as communication objects. It is a core methodology to deal with virtual communication.

This information allows defining or refining value propositions, packaging and communication processes to make them work as first choice.

Unicist Root Cause B2B Marketing

Unicist Root Cause B2B Marketing

The unicist marketing technologies have been developed at The Unicist Research Institute to manage the root-causes of B2B buying processes. Unicist Marketing is an approach based on the use of business objects and the unicist segmentation.

This technology allows managing the root causes of buying processes to increase the speed of market expansion or to solve existing problems. It is based on the fundamentals that drive the expansion of markets defined by the influential market propositions, the aesthetics of their benefit and their credibility. On the other hand, it deals with the first-choice positioning by managing the subjective value, the differentiation and the need satisfaction of the value propositions.

Unicist Root Cause B2C Marketing

Unicist Root Cause B2C Marketing

The Unicist Root Cause Marketing Technology for B2C requires the definition of the different segments that integrate a market. It has to be considered that each segment needs to be managed as an “independent” universe in terms or marketing, although it is interdependent with other segments.

This implies:

• Having the functional concepts that are defined by the operational attributes of the product/service.

• Having the psychological segmentation based on conceptual psychology that allows defining the relationship the buyer establishes with the product/service and the vendor.

• Having the essential attributes of the product/services that define the concept of the value proposition.

• Knowing the lifestyle, based on conceptual anthropology, that works as a limit for the value propositions.

Unicist B2B Segmentation and Customer Profiling

Unicist B2B Segmentation

The Unicist B2B Market Segmentation model includes three central segmentations that define the context of the buying process which are: the conceptual segmentation, the relationship segmentation and the institutional segmentation. It also includes the brand-power segmentation that works as a catalyst of the B2B buying processes. The unicist B2B market segmentation defines the segments of potential buyers and their relationship with the segments of the providers to select the approach that needs to be used to define the possibility of business and its probability of success.

Unicist Segmentation for B2C Markets & Profiling

Unicist B2C Market Segmentation

The Unicist Segmentation model defines market segments and is the input for developing customer profiles in the B2C business. It includes the Hard Segmentation, the Functional Segmentation, the Psychological Segmentation the Conceptual Segmentation and the Lifestyle Segmentation. This model allows defining the observable characteristics of the people that belong to the segments that want to be approached. The unicist profiling technology allows integrating the "hard" characteristics of a segment with the "functional", "psychological", "conceptual" and "lifestyle" segmentations and transforming them into customer profiles.

Intelligent Big Data Management

Unicist Business & IT Architecture

Unicist Big Data Management includes the use of Unicist Artificial Intelligence and Neural Networks. It implies the integration of unicist segmentation and profiles that allow defining predictors that are used as an input for big data analytics. The use of intelligent tools allows confirming the accuracy of the market information and expanding the boundaries of the marketing actions.

This allows using segmented marketing and objects to expand markets. It is the natural complement for traditional Big Data Analytics. It increases significantly the reliability of the commercial results by managing each segment as a universe itself.

Unicist Root Cause Marketing is driven by Objects

Unicist Conceptual Management applied to Marketing

The Unicist Marketing Technology integrates marketing objects in the commercial processes in order to generate the critical mass that is necessary to trigger buyers’ decisions. This technology is based on developing segmented objects according to the profiles that have been developed using the unicist segmentation.

Some of the companies that use business objects are: Airbus, Amazon, Apple, BBC, Boeing, Dassault Systemes, Dupont, Ericsson, Facebook, General Electric, Google, Hilton, Honda, Hyundai, LinkedIn, Lufthansa, Mapfre, Mayo Clinic, Michelin, Novartis, Open Text, P&G, Pfizer, SAP, Siemens, Tata Motors, Toyota, Unilever, Walmart, Walt Disney World and Youtube.

The Functionality of Commercial Objects

Commercial Objects

Unicist commercial objects are adaptive systems that have been developed to install ideas in the mind of the potential customers. This implies that the commercial objects have been designed based on a true knowledge of the segment that is being approached.

The Functionality of Branding Objects

Branding Objects

The purpose of a branding object is to foster an unidentified buying intention (goodwill) in the mind of the potential buyer. Their purpose will have been achieved when the potential buyers enter into a comfort zone where the commercial objects can work smoothly.

Destructive & Non-destructive Pilot Tests

Unicist Destructive Testing

The implementation process of unicist technologies is developed using unicist concepts and fundamentals to define the root causes of the problems that are being solved and the root drivers of the solutions. Pilot tests are developed as destructive and non-destructive tests that drive the reflection processes to find the root causes of problems. The R&D groups, integrated with members of the clients, use a prototyper provided by The Unicist Research Institute. If needed, the development of the solution can be outsourced to a Partner of the Unicist Confederation.


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Unicist Root Cause Library

Unicist Root Cause Library

The information of the structure of the concepts and fundamentals included in this library allows managing the root causes of business functions. The root cause library is based on more than 5,000 researches developed at The Unicist Research Institute. It provides the knowledge objects, concepts and fundamentals to build business solutions including strategies, processes, roles and business objects.

Main Markets (Generic)

• Automobile • Food • Mass consumption • Financial • Insurance • Sports and social institutions • Information Technology (IT) • High-Tech • Communications • Perishable goods • Mass media • Direct sales • Industrial commodities • Agribusiness • Healthcare • Pharmaceutical • Oil and Gas • Chemical • Paints • Education • Services • Commerce and distribution • Mining • Timber • Apparel • Passenger transportation –land, sea and air • Tourism • Cargo transportation • Professional services • e-market • Entertainment and show-business • Advertising • Gastronomic • Hotel-management • Credit card • Real estate • Fishing • Publishing • Industrial Equipment • Construction and Engineering • Bike, motorbike, scooter and moped • Sporting goods

Country Archetypes Developed

• Algeria • Argentina • Australia • Austria • Belarus • Belgium • Bolivia • Brazil • Cambodia • Canada • Chile • China • Colombia • Costa Rica • Croatia • Cuba • Czech Republic • Denmark • Ecuador • Egypt • Finland • France • Georgia • Germany • Honduras • Hungary • India • Iran • Iraq • Ireland • Israel • Italy • Japan • Jordan • Libya • Malaysia • Mexico • Morocco • Netherlands • New Zealand • Nicaragua • Norway • Pakistan • Panama • Paraguay • Peru • Philippines • Poland • Portugal • Romania • Russia • Saudi Arabia • Serbia • Singapore • Slovakia • South Africa • Spain • Sweden • Switzerland • Syria • Thailand • Tunisia • Turkey • Ukraine • United Arab Emirates • United Kingdom • United States • Uruguay • Venezuela • Vietnam

About The Unicist Research Institute

The Unicist Research Institute (TURI) is, since 1976, a private global decentralized research center specialized in complexity sciences that is focused on the research of the evolution of natural and artificial adaptive systems. It has an academic arm, the Unicist Corporate University, and a business arm, the Unicist Confederation.

It was the pioneer in complexity science research and became a global decentralized leading research organization in the field of human adaptive systems. The unicist pragmatism, the structuralism based on unicist ontologies and the functionalism driven by concepts were developed at TURI to research the field of complex adaptive systems. More than 5,000 unicist ontological researches were developed since 1976 in the field of basic sciences, life sciences and individual, institutional and social evolution.

The main countries that originated these researches were: US, DE, UK, FR, JP, SE, CA, CH, IN, BR, AR, CAT, RU, CN, AU. TURI's Future Research Laboratory has completed the research of 70 countries' archetypes.

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