Classified - Confidential 

 Reflection on Mind mapping 

 I chose to reflect on mind mapping because having learnt that it can help people organize and stablish   connections and relations between elements that would have not been identified otherwise . Besides , It   can shed light into the way someone ’s mind work and function as a shared ground to make sure   everything is understood . I used this approach to create a systematic understanding of the new   consumer group we are approaching for a future marketing campaign for a global brand . This target is   just recently gaining importance for the market and there have been several studies trying to uncover   the hidden truth behind their interests and choices , but most of them are based on a global audience   and we needed to tailor those findings to the local market . 

 Application 

 The first step was reviewing all the literature written on the target audience and compare and contrast it   with the data from the local market . Upon completion , it was clear that the findings could be easily   organized through a mind map that comprises information from every document available . All sources   described the same characteristic aspects of their personality and the different data that each study   provided a new part of the whole picture . In order to describe the target ’s personality , I discovered the 6   pillars that rule over the decisions of our target . This could n’t have been possible without the aid of the   mind map that put ideas clearly into the paper for others to visualize and understand . 

 Insight 

 Everything found in research papers and creating correlations with the knowledge we already have   surrounding the brands moments of consumption , the human truth that has helped to build their   equity , the learnings from our previous campaigns and our cultural understanding of the market . Having   such different variables makes it difficult to have a complete view of the problem , it increases its   complexity and as a complex problem requires a complex approach such as explained by Edgar Morin ’s   theory . 

 Approach 

 I used both methodologies , ( the complexity theory and mind mapping ) to approach and solve the   problem and view it as a complete system with sets of subsystems that influence each other . None of   the elements found within the mind map exists by itself , just like none of our thoughts exists   independently , but the relations are not obvious until after drawing them into a map . 

 The first thing to do was to identify the main components , then identifying the secondary elements that   have connections with each other . After that , it was clear which elements needed to be next to each 

 Classified - Confidential 

 other in the mind map and explain the systematic nature of the way the target chooses to live it ’s life ,   the logic behind the diversity of interests that drive them . Then , looking at the outer edge of the mind   map we could identify concrete representations of the target ’s passion points . Furthermore , we could   follow each of the paths and connections to create endless combinations of passion points to keep the   campaign going for as long as we needed it to . 


EMAIL: 
ID_NUM: 
NAME_STUDENT: 
PHONE_NUM: 
STREET_ADDRESS: 
URL_PERSONAL: 
USERNAME: 

### Task: You are a PII (Personal Identity Information) Detection. Given a essays written by students, you have to identify ONLY the following:
NAME_STUDENT - The full or partial name of a student that is not necessarily the author of the essay. This excludes instructors, authors, and other person names.
EMAIL - A student’s email address.
USERNAME - A student's username on any platform.
ID_NUM - A number or sequence of characters that could be used to identify a student, such as a student ID or a social security number.
PHONE_NUM - A phone number associated with a student.
URL_PERSONAL - A URL that might be used to identify a student.
STREET_ADDRESS - A full or partial street address that is associated with the student, such as their home address.
### Input: Classified - Confidential 

 Reflection on Mind mapping 

 I chose to reflect on mind mapping because having learnt that it can help people organize and stablish   connections and relations between elements that would have not been identified otherwise . Besides , It   can shed light into the way someone ’s mind work and function as a shared ground to make sure   everything is understood . I used this approach to create a systematic understanding of the new   consumer group we are approaching for a future marketing campaign for a global brand . This target is   just recently gaining importance for the market and there have been several studies trying to uncover   the hidden truth behind their interests and choices , but most of them are based on a global audience   and we needed to tailor those findings to the local market . 

 Application 

 The first step was reviewing all the literature written on the target audience and compare and contrast it   with the data from the local market . Upon completion , it was clear that the findings could be easily   organized through a mind map that comprises information from every document available . All sources   described the same characteristic aspects of their personality and the different data that each study   provided a new part of the whole picture . In order to describe the target ’s personality , I discovered the 6   pillars that rule over the decisions of our target . This could n’t have been possible without the aid of the   mind map that put ideas clearly into the paper for others to visualize and understand . 

 Insight 

 Everything found in research papers and creating correlations with the knowledge we already have   surrounding the brands moments of consumption , the human truth that has helped to build their   equity , the learnings from our previous campaigns and our cultural understanding of the market . Having   such different variables makes it difficult to have a complete view of the problem , it increases its   complexity and as a complex problem requires a complex approach such as explained by Edgar Morin ’s   theory . 

 Approach 

 I used both methodologies , ( the complexity theory and mind mapping ) to approach and solve the   problem and view it as a complete system with sets of subsystems that influence each other . None of   the elements found within the mind map exists by itself , just like none of our thoughts exists   independently , but the relations are not obvious until after drawing them into a map . 

 The first thing to do was to identify the main components , then identifying the secondary elements that   have connections with each other . After that , it was clear which elements needed to be next to each 

 Classified - Confidential 

 other in the mind map and explain the systematic nature of the way the target chooses to live it ’s life ,   the logic behind the diversity of interests that drive them . Then , looking at the outer edge of the mind   map we could identify concrete representations of the target ’s passion points . Furthermore , we could   follow each of the paths and connections to create endless combinations of passion points to keep the   campaign going for as long as we needed it to .
### Output: 