The Psyche of theDigital Consumer
We ALL have a story to tell… but we   don‟t always choose to do so
However, the story wecannot avoid telling, is  the one that our…        BODY  inevitably narrates
Not all narratives  are happy…
We repress theimperfect, vulnerable part      of our lives.
….We cannot give birth to      ourselves.
Our emergence out of theshared physical space is    never absolute…
Separation-individuation   …is an extremely   complex process
What makes us aware   that we are….BEINGS (in a body)?
1)   The early gazing-relationship2)   Skin to skin contact
(m)other
(m)………other
We are the „subject‟ of the      other‟s gaze
other                  FALSE-Selfmother   TRUE-Self
Enter  theworld of digitalmedia…
….our bodies know      NO boundaries….our psyche knows NO limits
The role digital mediaplays in our lives is that        of the…         „OTHER‟       (m)
….we become freed from the idea that birth is destiny
….we begin to see our bodies andpsyches as negotiable works in progress
We begin to believe we can Redesignourselves at will…   Reclaim our    bodies…
…giving  BIRTHto ourselves
virtual reality   can fuel omnipotent fantasies…
…virtual images of the transformed       self…  can give rise to     pseudo representations of a pseudo-self.
Our biggestchallenge…?
…Digital consumersare being perceived    as a growing     NUMBER…   A measurable      metric
“Twitter has over 500 million activeusers as of 2012…. generating over    340 million tweets daily…. and   handling over 1...
Ray Kurzweil: The Secret of Human Thought Revealed    “2045 will give birth to Singularity – a time of total    transforma...
We haven‟t(& will not) suddenly  become a newly  evolved species..  Consumer 2.0… With a USB portbehind our head …emitting...
We are… and will remain… what we always wereBeings in a body & subject to the (m)other‟s gaze…The numbers are large becaus...
How to connectto the psyche of    the digital consumer…?
empathy +experiment
… Empathic marketingfor the digital consumer
5 tools for success
…. Create a HOLDING environment
…. Risk showing your TRUE self
… allow opportunities for SERIOUS PLAY
Parent              Adult              Child… Decode Transference to your brand
Going on BEING…
5-KEYS to empathy
5KEYS cognitionsensation  emotion          personality behavior
cognition automatic thoughts     Attitudes, images, beliefs, cognitive distortionsCurrent thoughts        Evidence for    ...
emotion affective states                    Moods, feelings and intensity Current   Evidence for   Evidence against      D...
sensation                               physiological statesObservable bodily response  Current sensations     Evidence fo...
personality                                        predisposition                                                         ...
behavior                    Actions/ReactionsCurrent behaviors    Evidence for   Evidence against   Desired behavior   Wha...
“Our body always bears the trace of                the (m)other. It is the site where we negotiate the meaning of sameness...
thank you                        For more information please                                  contact:                    ...
01. batool batalvi   the psyche of the digital consumer
01. batool batalvi   the psyche of the digital consumer
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01. batool batalvi the psyche of the digital consumer

  1. 1. The Psyche of theDigital Consumer
  2. 2. We ALL have a story to tell… but we don‟t always choose to do so
  3. 3. However, the story wecannot avoid telling, is the one that our… BODY inevitably narrates
  4. 4. Not all narratives are happy…
  5. 5. We repress theimperfect, vulnerable part of our lives.
  6. 6. ….We cannot give birth to ourselves.
  7. 7. Our emergence out of theshared physical space is never absolute…
  8. 8. Separation-individuation …is an extremely complex process
  9. 9. What makes us aware that we are….BEINGS (in a body)?
  10. 10. 1) The early gazing-relationship2) Skin to skin contact
  11. 11. (m)other
  12. 12. (m)………other
  13. 13. We are the „subject‟ of the other‟s gaze
  14. 14. other FALSE-Selfmother TRUE-Self
  15. 15. Enter theworld of digitalmedia…
  16. 16. ….our bodies know NO boundaries….our psyche knows NO limits
  17. 17. The role digital mediaplays in our lives is that of the… „OTHER‟ (m)
  18. 18. ….we become freed from the idea that birth is destiny
  19. 19. ….we begin to see our bodies andpsyches as negotiable works in progress
  20. 20. We begin to believe we can Redesignourselves at will… Reclaim our bodies…
  21. 21. …giving BIRTHto ourselves
  22. 22. virtual reality can fuel omnipotent fantasies…
  23. 23. …virtual images of the transformed self… can give rise to pseudo representations of a pseudo-self.
  24. 24. Our biggestchallenge…?
  25. 25. …Digital consumersare being perceived as a growing NUMBER… A measurable metric
  26. 26. “Twitter has over 500 million activeusers as of 2012…. generating over 340 million tweets daily…. and handling over 1.6 billion searchqueries per day… Facebook has over one billion active users…. trillions of e-mails sent, millions of apps downloaded…. footage uploaded….”
  27. 27. Ray Kurzweil: The Secret of Human Thought Revealed “2045 will give birth to Singularity – a time of total transformation, in which we will have near-infiniteintelligence at our disposal…merge with our computers… cast off our bodies… extend our lives…”
  28. 28. We haven‟t(& will not) suddenly become a newly evolved species.. Consumer 2.0… With a USB portbehind our head …emitting a quiet hum as we go online…
  29. 29. We are… and will remain… what we always wereBeings in a body & subject to the (m)other‟s gaze…The numbers are large because they are simply a new manifestation of old human truths.
  30. 30. How to connectto the psyche of the digital consumer…?
  31. 31. empathy +experiment
  32. 32. … Empathic marketingfor the digital consumer
  33. 33. 5 tools for success
  34. 34. …. Create a HOLDING environment
  35. 35. …. Risk showing your TRUE self
  36. 36. … allow opportunities for SERIOUS PLAY
  37. 37. Parent Adult Child… Decode Transference to your brand
  38. 38. Going on BEING…
  39. 39. 5-KEYS to empathy
  40. 40. 5KEYS cognitionsensation emotion personality behavior
  41. 41. cognition automatic thoughts Attitudes, images, beliefs, cognitive distortionsCurrent thoughts Evidence for Evidence against Desired thought What must change HOT thought
  42. 42. emotion affective states Moods, feelings and intensity Current Evidence for Evidence against Desired emotion What must changeemotions HighestCHARGE
  43. 43. sensation physiological statesObservable bodily response Current sensations Evidence for Evidence against Desired sensations What must change BURNING sensation
  44. 44. personality predisposition Temperament, proclivities, cultural contextCurrent personas Evidence for Evidence against Desired persona What must change EMERGENT persona
  45. 45. behavior Actions/ReactionsCurrent behaviors Evidence for Evidence against Desired behavior What must change DOMINIANT behavior
  46. 46. “Our body always bears the trace of the (m)other. It is the site where we negotiate the meaning of sameness & difference. Facing the reality of the body &psyche… means taking ownership of its desires & limitations. Of course, death is the ultimate „otherness‟…. When we have to hand it all back.” Dr. Lemma
  47. 47. thank you For more information please contact: Ms. Batool Batalvi SB&B Research Suite# 4001 33, Charles St, East Toronto, ON M4Y 0A2 Tel: 416.417.4559 Email: batoolbatalvi@sbbresearch.netCONFIDENTIAL – THIS DOCUMENT IS THE PROPERTY OF SB&B RESEARCH DO NOT COPY OR DISTRIBUTE WITHOUT PERMISSION Presented: nextMEDIA Dec 3, 2012 The Carlu Toronto

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