ABSTRACT
Although ample marketing literature focuses on different aspects of market sensing, theoretical, and empirical studies as well as a comprehensive and holistic view are still limited. In this chapter, we present the conceptual linkages of the market sensing and marketing research. We shed light on practices associated with market sensing and marketing research. Our Mind-Genomics research suggests three different mind-set segments of heart failure patients, which differ by responses to messages on taking medication. Certain different high-impact messages appeal to each segment but what appeals to one group may repel the other group. It is important to discover and then to more deeply understand what messaging is effective for each mind-set. The mind-set viewpoint identifier we developed allows professionals to identify patients by mind-sets of the sample and provide one-on-one facts-driven patient counseling, based on mind-sets. As a result we improve patient trust, enhance adherence, and reduce patient re-admissions.
