Market Research: A deeper look at everyday life

"The world has changed, but our methods forunderstanding consumers have not. We keeprelying on familiar but ineffective researchtechniques and consequently misreadconsumer’s actions and thoughts.” 2 Prof. Gerald Zaltman Harvard Business School © 2009 Nick Black I nickblack.org I @nickblackorg

“Everyday life treats the everyday;this is why everyday actions are so dramatic…Wecannot understand [these] mental and emotionalevents if we look only at logical and rationalinterconnections.” 5 Prof. Wilhelm Salber University of Cologne © 2009 Nick Black I nickblack.org I @nickblackorg

Morphological psychology was developedby Professor Wilhelm Salber, from the University ofCologne in Germany. 6 It’s based on three psycho-logical tensions that drive everyday human behavior 7Morphological research is the practicalapplication of this theory. An independent theoreticalfoundation of qualitative research, intended to exploreholistic motivations as they become apparent inhuman experience and behaviour 8 Nick Black I Blog I Web I LinkedIn

“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 Image: http://www.flickr.com/photos/meddygarnet/2939194490Nick Black I nickblack.org I @nickblackorg

“I have a pink shoppingcard. No seriously, look!! Whenever I’m out shopping, or having fun, I use my pink card.” Soft & frivolous (pink) Can’t hurt (cut corner) Nick Black I nickblack.org I @nickblackorg

Through morphological researchwe’ve found that people useproducts, services & brandsto deal with thesemotivationaltensions 9 Image: http://www.flickr.com/photos/genkigecko/3104310584 © 2009 Nick Black I nickblack.org I @nickblackorg

“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 Image: http://www.flickr.com/photos/7930204@N04/2104911740Nick Black I nickblack.org I @nickblackorg

“I like being totally immersed in the DVD …I always have thevolume up pretty loud, ifthe walls aren’t shaking it’s not working.” Thrill seeking New stories Image: http://www.flickr.com/photos/lintmachine/2356584947 Nick Black I nickblack.org I @nickblackorg

References:1. Zaltman, G. (2003). How Customers Think: Essential insights into the mind of the market, Boston: Harvard Business School Press.2. Ibid.3. Damasio, A. (2005). Descartes’ Error: Emotion, reason, and the human brain, New York: Penguin Books.4. Damasio, A. (2000). The Feeling of What Happens: Body and emotion in the making of consciousness, New York: Houghton Mifflin Harcourt.5. 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.6. Salber, W. (1965). Morphologie des seelischen Geschehens. Germany: Henn.7. Melchers, C. (1997). Life and Consumption Styles in the New Bundeslanders Five Years After the Collapse of the Berlin Wall. In A. Ullmann, & A. Lewis, Privatization and Entrepreneurship: The managerial challenge in Central and Eastern Europe (pp. 321-342). New York: International Business Press.8. Lönneker, J. (2007). Morphologie: Die Wirkung von Qualitäten – Gestalten im Wandel. In G. Naderer, & E. Balzer, Qualitative Marktforschung in Theorie und Praxis: Grundlagen, Methoden und Anwendungen (pp. 76-102). Wiesbaden: Gabler Verlag9. Melchers, loc. cit. © 2009 Nick Black I nickblack.org I @nickblackorg

Market Research: A deeper look at everydaylife, was designed to illustrate the importance ofqualitative research. If you’d like to discussmarket research and strategy in more detail, mycontact information can be found below:Nick BlackVice-President - Strategic Insightblog: www.nickblack.orgtweet: @nickblackorglink: http://www.linkedin.com/in/nickblackorg © 2009 Nick Black I nickblack.org I @nickblackorg

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Market Research: A deeper look at everyday life

by Nick Black on Oct 18, 2009

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