Why People Dont Buy Things - · PDF fileProcter & Gamble. 5. The Problem ... Founder, Consulting Statisticians Incorporated, Boston. Visiting Scholar, Harvard Business School. Senior

AAlpha SecurityAlpha Security

Training And Research

ThoughtScan® Breakthrough

Turns Traffic Into Action!6b

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Introduction & BackgroundIntroduction & Background

Where the Action Is!Where the Action Is!

Wallace & Washburn Inc. founded on July 4th, 1976 in Boston, MA has been in the forefront of action-oriented marketing and opinion research and analysis from its inception.

AAlpha Security Training And Research, a division of W&W, was formed in 1988 to take advantage of its unique ThoughtScan text analysis tools and offer related services for security and similar text driven needs.Kim Wallace and Harry Washburn, founders and principals of the firm, both come from a strong background of packaged goods marketing and market research (General Foods, S.C. Johnson, Texaco, Noxell, Colgate Palmolive, etc.).

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Introduction & BackgroundIntroduction & BackgroundWallace and Washburn are also active in academia.Harry Washburn teaches Marketing, Advertising and New Product Development at the Harvard University Extension School. Kim Wallace teaches Marketing in the Professional Development Program at the Radcliffe Institute.

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ThoughtScan Clients:ThoughtScan Clients:IBMHewlett-PackardBASF BiotechnologyMIT Sloan School Harvard Business SchoolBlueCross BlueShield American Marketing AssociationCitibankGilletteProcter & Gamble

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The ProblemThe ProblemAgencies involved in international, national, and regional security are overwhelmed by the volume of Internet traffic and text sources that may or may not contain critical information regarding security issues.The problem is magnified by the fact that a large volume of material may be in languages other than English needing translation for evaluation, while translators are in increasingly short supply.

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Reading Masses of Text is Not The Answer Reading Masses of Text is Not The Answer

ExhaustingUnwieldyHighly subjectiveTime consuming

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Category-Coding is Not The AnswerCategory-Coding is Not The Answer

All the detail is lost, even if mechanizedHighly subjective if done in personExpensiveTime consuming

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Post-Translation Evaluation is Not The AnswerPost-Translation Evaluation is Not The Answer

Translator time wasted on unimportant materialSerious lack of available translators

Translation backlog increases risksTime consuming

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The Solution IsThe Solution IsAlpha Security’s ThoughtScan is a language independent analytical system that rapidly locates and presents the material of critical security interest to your organizationComprehensive word frequency analysisShows all sentences containing your selected keywords, ranked for your evaluation purposesVery high speed executionLanguage independent (English, Russian, Arabic, Greek, Japanese Kanji. etc.)

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The Solution IsThe Solution IsShows the frequency of key words, names, marks or character strings in the source textsYou can select any logical combination of multiple words for search (and, or, not) Shows only the sentences or word strings containing the key words you selectYou can drill down as many levels as you wantThe text source locations can be shown

SAMPLE Guantanamo Interrogation

Subject: Kandahar/Al Qaeda

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Alpha Security Traffic ThoughtScanAlpha Security Traffic ThoughtScan®

Names A-Z Words 1-30

Combo Word Frequency

Color: Alert LevelClick on boxes to access ThoughtScans

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In his painstaking reconstruction of his personal history, he even owned up to several encounters with Osama bin Laden himself. The last was at Tora Bora, where the sheikh had thanked Al-Aimi for helping wounded Al Qaeda fighters, then urged him to leave and find safety, saying, "This is not your fight." Very few Arab detainees could claim personal contact of any sort with bin Laden. Al-Aimi knew this would heighten suspicion of him. To Fitzgerald, it was a highly evolved defensive strategy. Al-Aimi had fingered other AL Qaeda in the camp, so he must have thought it possible that others could finger him. He knew it was possible that one of them had seen him with bin Laden, so he owned up to it preemptively. His version would be the first one to find its way into the reports, and he would be in a position to dispute any attempt to portray it as more. An abbreviated version of this strategy had obviously worked wonders at Bagram. But there were two problems. One, when you stood

The Words AssembledThe Words Assembled

Source: Guantanamo Interrogation Topic: Kandahar/Al Qaeda ConnectionSource: Guantanamo Interrogation Topic: Kandahar/Al Qaeda Connection

Raw VerbatimsRaw Verbatims111

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Word FrequenciesWord Frequencies222 Word ScanWord Scan

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Key Words Ranked by FrequencyKey Words Ranked by FrequencyQ. Kandahar/Al Qaeda Connection?Q. Kandahar/Al Qaeda Connection?

Word ScanWord Scan

19interrogator17going15out17one

20no

28kandahar21more20about

19bagram

14al (qaeda)14like

33prisoner40al-aimi (prisoner)

52fitzgeraldFREQUENCYFREQUENCYKEY WORDSKEY WORDS

333

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Key Word Scans: Kandahar/Al QaedaKey Word Scans: Kandahar/Al Qaeda444 Key Word ScanKey Word Scan

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““Top 10Top 10”” Key Word SentencesKey Word Sentences555 Key Sentence ScanKey Sentence Scan

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“What connection does Al-Aimi have with Al Qaeda?”Question

Al-Aimi was in contact with Al Qaeda in general and once with Osama bin Laden, but was active primarily as a doctor and may not have been active as a fighter.

Results

“… the sheikh (bin Laden) had thanked Al-Aimi for helping wounded Al Qaeda fighters, then urged him to leave and find safety ...”“Al-Aimi had fingered other Al Qaeda in the camp”

ThoughtTalk

VERBATIMS SCAN FREQUENCYAl-Aimi 40Kandahar 28Bagram 19Al Qaeda 9bin Laden 4

ThoughtScan

Published DocumentData Source

Determine Al-Aimi Connections with Al QaedaObjective

Afghanistan: Al-Aimi / Al QaedaAfghanistan: Al-Aimi / Al Qaeda

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ThoughtScan Services:ThoughtScan Services:Quantitative & Qualitative AnalysisInternet / Text / Voice SourcesStrategic Program CustomizationOn-Site Installation & UpgradesUser Staff Training: individual, classroom On-Site ConsultingChoice of Security LevelsDemo Trials Available

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ManagementManagementHarold Washburn, ChairmanFaculty, Marketing, Advertising, New Product Development, Harvard University Extension SchoolFaculty, Marketing Management, Boston University MBA and Metropolitan CollegeFounder, InterMarque Inc., Multicultural Brand Marketing, BostonV.P./Director of Marketing, Pearson & MacDonald Advertising Agency, BostonV.P./Account Supervisor, Humphrey Browning MacDougall Advertising, BostonDirector of Marketing and Media, Marvin & Leonard Advertising, BostonSenior Account Executive, D'Arcy Masius Benton & Bowles, Top Ten Advertising Agency, New York.Harvard Business School, MBA 1966

Kimball Wallace, PresidentFaculty, Professional Development, Radcliffe Institute Seminar Program, Harvard UniversityV.P. Account Supervisor, Humphrey Browning MacDougall Advertising Agency, BostonDirector of Puerto Rico office, Norman Craig & Kummel, Top Ten Advertising Agency, New YorkSenior Account Executive, Lintas SSC&B, Top Ten Advertising Agency, New YorkAccount Executive, Doyle, Dane Bernbach, Top Ten Advertising Agency, New YorkRecipient of the American Marketing Association's "Effie Award"University of Massachusetts, BA 1964, President of Class

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ManagementManagementReilly Atkinson, Ph.D. Chief ScientistFounder, Consulting Statisticians Incorporated, Boston.Visiting Scholar, Harvard Business School.Senior Scientist, Arcon Corporation, Software Development, Boston.Author: “The New Haven Laboratory” and “Patterns of Urban Change”, 1974/5Assistant Professor of Nuclear Physics, Tufts University.Stanford University, Ph.D. in Physics, 1964; Harvard University, A.B. Magna Cum Laude (Physics).

Owen Reddecliffe, B.Sc. Chief Information OfficerInstructor, Monash University, Post-graduate Computer Science, Melbourne, AustraliaDevelopment Manager, The Stock Exchange of MelbourneSenior Developer for Internet Standardization, Walker Richer & Quinn, SeattleProject Leader, Web Protocols development, Unisys, AustraliaSenior Analyst, Design of Burroughs B6500 system, AustraliaUniversity of Adelaide, Australia, B.Sc. (Hons) in Theoretical Physics, 1966

For Details Contact:For Details Contact:Mr. Harry Washburn

Alpha Security Training And Research Wallace & Washburn Inc.

70 Walnut StreetWellesley, MA 02481

[email protected]