Market Research: A deeper look at everyday life

Loading...

Flash Player 9 (or above) is needed to view presentations.
We have detected that you do not have it on your computer. To install it, go here.

2 comments

Comments 1 - 2 of 2 previous next Post a comment

Post a comment
Embed Video
Edit your comment Cancel

13 Favorites

Market Research: A deeper look at everyday life - Presentation Transcript

  1. Nick Black: Vice-President of Strategic Insight Web: http://www.concertomarketing.com Blog: http://nickblackonblack.blogspot.com Market Research A deeper look at everyday life and morphological research
  2. Everyday life isn't grey PHOTO: http://www.flickr.com/photos/kris247/30083980
  3. or black and white PHOTO: http://www.flickr.com/photos/kris247/30083980
  4. everyday life is full of color PHOTO: http://www.flickr.com/photos/kris247/30083980
  5. and contradiction PHOTO: http://www.flickr.com/photos/aheram/283162678
  6. Addiction & control
  7. Freedom & support
  8. Below the surface of everyday life, PHOTO: http://www.flickr.com/photos/coxsj/3478358941
  9. exist the motivations behind everyday behaviour PHOTO: http://www.flickr.com/photos/kodama/414470215
  10. Unconscious motivations, that can represent up to 95% of thought according to cognitive science 1
  11. "The world has changed, but our methods for understanding consumers have not. We keep relying on familiar but ineffective research techniques and consequently misread consumer’s actions and thoughts.” Prof. Gerald Zaltman (2003) Harvard Business School
  12. We used to believe that human motivations could be neatly split apart
  13. Emotional / Rational PHOTO: http://www.flickr.com/photos/civisi/2611679744
  14. We used to believe that human thought was mainly logical and linear 1 2 3 4
  15. Think Feel Do Attribute Benefit Emotion
  16. But science has shown that rational and emotional thoughts are deeply intertwined cannot be separated 2 and
  17. PHOTO: http://www.flickr.com/photos/moxups/324949318 And that our mind works holistically like a concert of thought 3
  18. So how can we better understand this concert of mental motivation ?
  19. “ Everyday life treats the everyday ; this is why everyday actions are so dramatic…We cannot understand [these] mental and emotional events if we look only at logical and rational interconnections .” Prof. Wilhelm Salber (2001) University of Cologne
  20. There are many ways to understand customer & consumer motivations
  21. PHOTO: http://www.flickr.com/photos/practicalowl/349046546 Anthropology Ethnography Psychology Sociology Morphology?
  22. Morphological psychology was developed by Professor Wilhelm Salber, from the University of Cologne. It’s based on three psychological tensions that drive everyday human behaviour 4 Morphological research is the practical application of this psychological theory 5
  23. Through morphological research we can uncover motivational tensions that drive everyday human behaviour Acquisition Transformation Impact Structure Growth / Ideals Support / Limits
  24. PHOTO: http://www.flickr.com/photos/hober/482319781 “ I pay all my bills with the grey visa . It’s a good card for decision making, it makes me feel like I’m managing it all.” Hard & bold Serious & adult PHOTO: http://www.flickr.com/photos/meddygarnet/2939194490
  25. “ I have a pink shopping card . No seriously, look!! Whenever I’m out shopping, or having fun, I use my pink card.” Soft & frivolous (pink) Can’t hurt (cut corner)
  26. Through morphological research we’ve found that people use products, services & brands to deal with these motivational tensions PHOTO: http://www.flickr.com/photos/genkigecko/3104310584
  27. “ I’m tired but I’m not quite sleepy yet. I cant be bothered reading, so I put on a DVD I’ve seen before , settle in, then fall asleep on the couch.” Unwinding Known stories PHOTO: http://www.flickr.com/photos/7930204@N04/2104911740
  28. “ I like being totally immersed in the DVD …I always have the volume up pretty loud, if the walls aren’t shaking it’s not working.” Thrill seeking New stories PHOTO: http://www.flickr.com/photos/lintmachine/2356584947
  29. Through morphological research we can build models of human motivation ,
  30. that explain behaviour in everyday life PHOTO: http://www.flickr.com/photos/kodama/414470215
    • References 1:
    • Lakoff, G., Johnson, M. (1999). Philosophy in the Flesh: The embodied Mind and Its Challenges to Western Thought , New York: Basic Books.
    • Zaltman, G. (2003). How customers think: Essential insights into the mind of the market, Boston: Harvard Business School Press.
    • References 2:
    • Damasio, A. (2005). Descartes’ Error: Emotion, reason, and the human brain , New York: Penguin Books.
    • Zaltman, G. (2003). How customers think: Essential insights into the mind of the market, Boston: Harvard Business School Press.
    • References 3:
    • Damasio, A. (2000). The Feeling of What Happens: Body and emotion in the making of consciousness , New York: Houghton Mifflin Harcourt.
    • References 4:
    • Salber, W. (1989). Der Alltag ist nicht grau. Bonn: Bouvier.
    • Salber, W. (2001). The Everyday Cure: Everyday Life and Therapy. In W. Schirmacher, & S. Nebelung (Eds), German essays on psychology (pp. 272-308). London: Continuum International Publishing Group.
    • Salber, W. (2007). WirkungsEinheiten. 3rd ed. Bonn: Bouveir.
    • References 5:
    • Frank, D., Riedl, P. (2004). Theoretical Foundations of Contemporary Qualitative Market Research. Forum: Qualitative Social Research , 5(2), Art. 30.
    • Kühn, T. (2005). Qualitative Forschung: ein Nibelungenschatz, den es zu bergen gilt. Tagungsbericht. Forum: Qualitative Social Research, 6(3), Art. 5.
    • Ziems, D. (2004). The Morphological Approach for Unconscious Consumer Motivation Research. Journal of Advertising Research , 44, pp. 210-215.
  31. Nick Black: Vice-President of Strategic Insight Web: http://www.concertomarketing.com Blog: http://nickblackonblack.blogspot.com Market Research A deeper look at everyday life and morphological research

+ Nick BlackNick Black, 1 month ago

custom

1365 views, 13 favs, 8 embeds more stats

A presentation exploring deeper motivations in mark more

More info about this document

© All Rights Reserved

Go to text version

  • Total Views 1365
    • 1320 on SlideShare
    • 45 from embeds
  • Comments 2
  • Favorites 13
  • Downloads 0
Most viewed embeds
  • 20 views on http://attilabujtas.blogspot.com
  • 8 views on http://www.denao.com.br
  • 5 views on http://nickblackonblack.blogspot.com
  • 4 views on http://freshpeel.posterous.com
  • 3 views on http://krobertson-edtc640-coherenceprinciple.yolasite.com

more

All embeds
  • 20 views on http://attilabujtas.blogspot.com
  • 8 views on http://www.denao.com.br
  • 5 views on http://nickblackonblack.blogspot.com
  • 4 views on http://freshpeel.posterous.com
  • 3 views on http://krobertson-edtc640-coherenceprinciple.yolasite.com
  • 2 views on http://www.attilabujtas.blogspot.com
  • 2 views on http://castilloariel.blogspot.com
  • 1 views on http://www.concertomarketing.com

less

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate. If needed, use the feedback form to let us know more details.

Cancel
File a copyright complaint
Having problems? Go to our helpdesk?

Categories