Moskowitz, Howard R.Gofman, AlexLieberman, Linda EttingerRay, Ipshita2019-09-252019-09-252011-02-282011-011941-336Xhttp://hdl.handle.net/20.500.12424/176508This paper presents a new approach to 1:1 marketing allowing for the creation of individual communications with heterogeneous customers. It utilizes Rule Developing Experimentation (RDE, a modified conjoint analysis-based approach) to create a database of messages specific to the product and to segment consumers based on the patterns of individual utilities assigned to the different test elements. The paper introduces a new approach to identify a small subset of classification messages that allows for an actionable and parsimonious classification of any new population into pattern-based segments to achieve better targeting. When this approach is used with a connected set of products, and a large number of foundational studies run, the result is the possibility of sequencing the ‘genome of the mind’engWith permission of the license/copyright holderhuman geneticshealth ethicshumanistic ethicsmedical caremedical ethicsBioethicsMedical ethicsHealth ethicsArticle