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Consumer Values – An Introduction

Chris Carbone
Social Technologies
What We’ll Cover




    • What are values?

    • Wh and h we use th
      Why d how       them i our work ?
            ...
Frameworks Help Us Understand Change and the Future



                   Social Technologies’
                   “Three W...
Values Definition




                        Values
     The beliefs people have about what is right
    and wrong and wh...
Why Study and Apply Values to Consumer Insight Work?




    Trends can teach us a lot, but
    they’re only part of the s...
Why Study and Apply Values to Consumer Insight Work?




    Studying trends is
    reactive—they’re are
    already in mo...
Why Study and Apply Values to Consumer Insight Work?




                                                                 ...
Values Change “Predictably”
    The poorest people/countries are focused on survival,
    preserving the social/political ...
Values Change: Theory of Intergenerational Value Change


                                                                ...
Values Change: Follow the Rules, Achieve, and What’s It all Mean?

        Achieve!                                  What’...
Values Change: Evolving over Time

     Sample values from Social Technologies’ 120+ value
     inventory, sorted by world...
Getting Beneath the Trend: User-Generated Content


     User-generated content on
     the rise…but why?
         rise bu...
Getting Beneath the Trend: Local Food


     When it’s hard to get at the
     ‘why’ behind the trend
                    ...
Values Change: Some Important Emerging Postmodern Values


            Authenticity                       Simplicity
     ...
Brands Serving Important Postmodern Values


            Authenticity                          Simplicity
            Genu...
Applying Values



     What does it look like when we apply values to
     our work?

     We apply it to
     • trend st...
Meaning
                                                        Take Control   Uniquely Generic

                         ...
Authentic Annie:                           Day in the Life Vignette                    Activities

     Keeping it Real
  ...
Summary

     Values are the beliefs people have about what is right and wrong and
     what is most important in life, wh...
Contact information




     Chris Carbone, Futurist
     Director, Programs
     chris.carbone@socialtechnologies.com
   ...
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Consumer Values Intro

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This presentation offers an introduction to thinking about consumer values with application for trends studies, personas, etc.

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  1. 1. Consumer Values – An Introduction Chris Carbone Social Technologies
  2. 2. What We’ll Cover • What are values? • Wh and h we use th Why d how them i our work ? in k • Apply them to personas 2 © 2009 by Social Technologies, All rights reserved
  3. 3. Frameworks Help Us Understand Change and the Future Social Technologies’ “Three Worlds” Model Failure / Disaster Major Success st High Trus Start doing your Keep up the good job! work. Four Scenarios for the Future of Synthetic Biology Lo Trust Proceed with Stop…Now! caution. ow 3 © 2009 by Social Technologies, All rights reserved
  4. 4. Values Definition Values The beliefs people have about what is right and wrong and what is most important in life, d d h ti ti t t i lif which in turn guides their behavior/actions. 4 © 2009 by Social Technologies, All rights reserved
  5. 5. Why Study and Apply Values to Consumer Insight Work? Trends can teach us a lot, but they’re only part of the story Need to get to the drivers Flickr) Image Marco Bellucci(F Values help you get at the “why” behind the trend y e: 5 © 2009 by Social Technologies, All rights reserved
  6. 6. Why Study and Apply Values to Consumer Insight Work? Studying trends is reactive—they’re are already in motion Image: J-Corneliu Flickr) Values help you us anticipate long-term changes in society 6 © 2009 by Social Technologies, All rights reserved
  7. 7. Why Study and Apply Values to Consumer Insight Work? tese (Flickr) Image: cortomalt Values and value shifts drive trends in society, lifestyle, technology, etc. 7 © 2009 by Social Technologies, All rights reserved
  8. 8. Values Change “Predictably” The poorest people/countries are focused on survival, preserving the social/political status quo, show traditional values, and are resistant to change Middle-income people/countries are focused on belonging; it’s about the whole, not the individual; show modern values, and embrace change that supports progress Affluent people/countries are focused on individual freedom self-expression freedom, self-expression, show postmodern values, and view change through a prism of qual ty of life and sustainability quality o l e a d susta ab l ty Source: A Hines based on Inglehart 8 © 2009 by Social Technologies, All rights reserved
  9. 9. Values Change: Theory of Intergenerational Value Change The formative experiences of the young differs from the old in fundamental ways which leads them to develop different value priorities, namely a shift from either p , y traditional to modern values or modern to postmodern values Images: loc.gov, Iris Friedheim (Flickr), goforchris (Flickr). 9 © 2009 by Social Technologies, All rights reserved
  10. 10. Values Change: Follow the Rules, Achieve, and What’s It all Mean? Achieve! What’s it all mean? Follow the Rules 10 © 2009 by Social Technologies, All rights reserved
  11. 11. Values Change: Evolving over Time Sample values from Social Technologies’ 120+ value inventory, sorted by worldview. Traditional Modern Postmodern Balance Growth Sustainability Comfort Change Appropriateness Down-to-earth Practicality Creativity Propriety Confidence Authenticity Protection Health Wellness / Quality of Life Religion Secularism Spirituality Security S i Belonging l i Self-expression S lf i Thrift Luxury Simplicity Tradition Materialism Experiences 11 © 2009 by Social Technologies, All rights reserved
  12. 12. Getting Beneath the Trend: User-Generated Content User-generated content on the rise…but why? rise but Image cambodia4kidsorg (Flickr) Tech tells part of the story e: Values help round out our understanding of the trend - Individualism - Self-expression Self expression - Authenticity - Sharing / Community - Discovery 12 © 2009 by Social Technologies, All rights reserved
  13. 13. Getting Beneath the Trend: Local Food When it’s hard to get at the ‘why’ behind the trend trend, values can help. Values drivers of local food… - Authenticity - Community - Sustainability - Simplicity l - Wellness - Security Images: debaird (Flickr) - Tradition 13 © 2009 by Social Technologies, All rights reserved
  14. 14. Values Change: Some Important Emerging Postmodern Values Authenticity Simplicity Genuine; not false or an Desire for less complexity imitation Co-Creation Desire to create, augment, or create augment Spirituality influence design and content, Interest in the meaning and and share these creations with purpose of life their peers Sustainability Experiences Reducing the human footprint Memorable events that engage on the environment while people in a personal way maintaining quality of life Self-Expression Expression or assertion of one's Individuality own personality p y Being true to one’s unique self 14 © 2009 by Social Technologies, All rights reserved
  15. 15. Brands Serving Important Postmodern Values Authenticity Simplicity Genuine; not false or an Desire for less complexity imitation Co-Creation Desire to create, augment, or create augment Spirituality influence design and content, Interest in the meaning and and share these creations with purpose of life their peers Sustainability Experiences Reducing the human footprint Memorable events that engage on the environment while people in a personal way maintaining quality of life Self-Expression Expression or assertion of one's Individuality own personality p y Being true to one’s unique self 15 © 2009 by Social Technologies, All rights reserved
  16. 16. Applying Values What does it look like when we apply values to our work? We apply it to • trend studies •sscenarios i s • personas Communicating consumer needs and motivations is another great benefit of using values. 16 © 2009 by Social Technologies, All rights reserved
  17. 17. Meaning Take Control Uniquely Generic Bono Esque—Hear Me, Hear Me q , Bono Esque Bono has made the saving the environment his chief mission. Age: 18–21 Previously it was animal rights, and before that the rights of the Ethnicity: Asian disabled in h l hi l di bl d i schools. This latter mission was prompted b hi i i d by his brother, who has Down’s syndrome. He is not afraid to bend HHI: $100,000+ the rules in support of a just cause, and is sometimes viewed Education: College as self-righteous. He is happiest when he is passionately Life stage: Student involved in something he believes in. I have the power to change things I believe in… and that will make me happy Values: Strong opinions, influential, friend-focused, demanding, comfortable with diversity Relates to those who share his values and/or are advocates for the kind of things he is passionate about Connection can be online or F2F but is to a limited Driving Forces: Personalization/ customization, online group recognition, new identity options, new rites of passage Blogs, newsletters, protests, letters to authority/ decision-makers Accelerators: “Have it Your Way” products and Diversity, eco-friendly, cause-related goods and services, empowerment of younger ages services Society's view of traditional marriage; contributes to Obstacles: Lack of belonging, legal new definition of (emerging alternative) lifestyles barriers/ definitions 17 17 © 2009 by Social Technologies, All rights reserved
  18. 18. Authentic Annie: Day in the Life Vignette Activities Keeping it Real p g Annie’s friend used to think she was so Committed Time Free time trendy. They laugh about it now, but Work: Learning: having kids changed her somehow. Now P/T at women’s health Gardening course it’s more about what’s not in the things NGO Leisure (entertainment & she buys her family than the label or Household/family care: recreation): logo that the product carries. At home part- time with Catching up on her latest Thankfully she found a lot of “mommy mommy kids thanks to job share job-share copy of Dwell or Real blogs” which have given her great Simple Shopping: tips…it’s been years since she read a Local and face-to-face for Affiliation: product review in the mainstream things that matter; online Sierra Club, local PTA media. Sure, sometimes the stuff she ordering of “staples” Communications: buys costs a little more, but that’s OK. Personal Facebook with friends She likes to think her choices make a (biological necessities): from the mommy blogs difference, but she also like the Uses Tom’s of Maine recognition that her choices are different…hmm…maybe she hasn’t given up her attachment to labels and logos entirely. entirely Need States Values Catalysts • The Authenticity Premium • Authenticity • Truth & Truthiness Demographics • Au Naturale • Experiences • Enoughness • The Simplicity Premium • Appropriateness • Sustainable Consumption Sex: Female • Less Is More • Functionality • Living within Limits Age: 35 • Design • Lifeshifting Ethnicity: Caucasian • Self-expression • Continuum of Ownership • Simplicity HHI: $125,000 • Cool Education: MA, Public Health • Sustainability Life stage: Mid-career, early parenthood Original image: djidji.perroto (Flickr)t 18 © 2009 by Social Technologies, All rights reserved
  19. 19. Summary Values are the beliefs people have about what is right and wrong and what is most important in life, which in turn guides their behavior/actions. behavior/actions Trends only tell us part of the story. Values provide the “why?” behind the trend, and round out our understanding of the trend. trend trend Values change very slowly—intergenerational change. Global values research points to predictable, long-term changes in societies. p p , g g Values can applied to trends, scenarios, and personas as a way to: - Enrich the analysis - Aid in communication the needs and motivations of the persona 19 © 2009 by Social Technologies, All rights reserved
  20. 20. Contact information Chris Carbone, Futurist Director, Programs chris.carbone@socialtechnologies.com +1 202 223 2801 ext. 115 20 © 2009 by Social Technologies, All rights reserved
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