Motivation in Motion: The psychology of marketing

Unconsciously motivated and constantly changing, human beings pose quite a challenge for modern marketers So how can we turn this challenge into an opportunity? Image: http://www.flickr.com/photos/poolski/2898422596© 2010 Nick Black I nickblack.org I @nickblackorg

Morphology [mawr-fol-uh-jee]def: A branch of science dealing with the form(morphe) and transformation (metamorphosis) ofliving organisms when considered as a wholeMorphological Theorydef: An independent theoretical foundation ofqualitative research, intended to explore holisticmotivations as they become apparent in humanexperience and behaviour 3 © 2010 Nick Black I nickblack.org I @nickblackorg

The roots of morphological theory stretch back to the 1960’s, when Prof. Wilhelm Salber first published Morphologie des seelischen Geschehens 4 and Wirkungseinheiten 5 Image: http://www.flickr.com/photos/tillwe/33990998 © 2010 Nick Black I nickblack.org I @nickblackorg

Morphological Psychology unified four schools of thought into one new theory of motivation 6 Morphology Depth Gestalt Psychology Psychology Phenomenology © 2010 Nick Black I nickblack.org I @nickblackorg

The objective of this theory was to explore the psycho-logical processes behind human experience and behaviour 7 Image: http://www.flickr.com/photos/victoriapeckham/164175205© 2010 Nick Black I nickblack.org I @nickblackorg

Morphological Researchdef: “Morphological research systematically representsfundamental human needs. It emphasises threerelationships, each of which contain a static anddynamic extreme. Similar to magnetism, tensionsbetween the polar needs complement each other andform a hexagonal system called Tension of Needs.” 8 © 2010 Nick Black I nickblack.org I @nickblackorg

Acquisition Transformation(continuity & safety) (dynamics & change) Image: http://www.flickr.com/photos/daniel-sound/3790683998 http://www.flickr.com/photos/plutor/1818402449 © 2010 Nick Black I nickblack.org I @nickblackorg

Acquisition Transformation (continuity & safety) (dynamics & change) Acquisition is the human Transformation is the human need for safety, continuity need for change, dynamicsand the desire to hold on to and the desire to abandon what has been acquired safety for movement Image: http://www.flickr.com/photos/daniel-sound/3790683998 http://www.flickr.com/photos/plutor/1818402449 © 2010 Nick Black I nickblack.org I @nickblackorg

Order Effect(social adaptation & rules) (individual intention & action) Image: http://www.flickr.com/photos/nutt/133861674 http://www.flickr.com/photos/nabeel/2804278436 © 2010 Nick Black I nickblack.org I @nickblackorg

Order Effect(social adaptation & rules) (individual intention & action)Order is the human need for Effect is the human need for rules, regularity and the individual intent, personal desire to adapt to social preference and the desire toexpectations and structures influence through action Image: http://www.flickr.com/photos/nutt/133861674 http://www.flickr.com/photos/nabeel/2804278436 © 2010 Nick Black I nickblack.org I @nickblackorg

Support Expansion(resources & limitations) (achievement & ideals) Image: http://www.flickr.com/photos/nutt/133861674 http://www.flickr.com/photos/nabeel/2804278436 © 2010 Nick Black I nickblack.org I @nickblackorg

Support Expansion (resources & limitations) (achievement & ideals) Support is the human need Expansion is the human need for skills, resources and an for achievement, ideals andappreciation of our individual the desire to attain new levels limits and limitations of accomplishment Image: http://www.flickr.com/photos/nutt/133861674 http://www.flickr.com/photos/nabeel/2804278436 © 2010 Nick Black I nickblack.org I @nickblackorg

Morphological Marketingdef: “Consumption plays an important role in regulatingmorphological tension: Acquiring a product can providesecurity; a service can offer the chance to change one’slife… Consumption enables individuals to setthemselves apart from the rest of society on the onehand, and adapt to society on the other hand” 11 © 2010 Nick Black I nickblack.org I @nickblackorg

Human beings attempt to medicate this tension through everyday action and behavior “Everyday life treats the every-day; this is why everyday actions are so dramatic.” 12 Image: http://www.flickr.com/photos/quinnanya/2590827218© 2010 Nick Black I nickblack.org I @nickblackorg

Financial Services: Financial Services:“I got burnt in the crash, so I “When you are wealthy you decided to do some can spend; so spending is research… Now I hedge all important to me. It is all my investments based on about showing my negative correlations.” confidence.” Image: http://www.flickr.com/photos/twylo/1269822104 © 2010 Nick Black I nickblack.org I @nickblackorg

Food: Food:“Growing up it was 5pm for “My Grandmother was more dinner come hell or high the pastries; we’d spendwater… I hate to admit that hours back then rolling out my husband and I still eat the dough. That was fun. dinner together at 5pm.” They were nummies.” © 2010 Nick Black I nickblack.org I @nickblackorg

Motivation in Motiondef: “As human beings, we experience who we are notonly through our own successes and failures, but alsothrough the objects that surround us; through livingconditions, through media, clothing and art… It’samazing how complex everyday motivation becomesonce it is no longer taken for granted” 13 © 2010 Nick Black I nickblack.org I @nickblackorg

Unconsciously motivated and constantly changing, human beings pose quite a challenge for modern marketers So how can we turn this challenge into an opportunity? Image: http://www.flickr.com/photos/poolski/2898422596© 2010 Nick Black I nickblack.org I @nickblackorg

References:1. Ammirati, S. Googles Udi Manber - Search is a Hard Problem. ReadWriteWeb. June 21, 2007. Retrieved August 14, 2010, (http://www.readwriteweb.com/archives/udi_manber_search_is_a_hard_problem.php)2. Zaltman, G. (2003). How Customers Think: Essential insights into the mind of the market, Boston: Harvard Business School Press.3. 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 Verlag4. Salber, W. (1965). Morphologie des seelischen Geschehens. Germany: Henn.5. Salber, W. (1969). Wirkungseinheiten. Germany: Moll und Hülser.6. Lonneker, loc. cit.7. Weymann, E., Tüpker, R. (2005). Morphological Research. In B. Wheeler (Eds), Music Therapy Research: Quantitative and Qualitative Perspectives (pp. 429-439). New Hampshire: Barcelona Publishers.8. 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.9. Lonneker, loc. cit.10. Simons, J., Fauth, J., Vierboom, C. (2001). Integrating quantitative analysis methods in qualitative market research processes. Planung & Analyse: Zeitschrift für Marktforschung und Marketing, Special English Edition, pp. 48-53.11. Melchers, loc. cit.12. 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.13. Fitzek, H. (2000). Figurations in Everyday Life: A Research Program of Cultural Psychology. Forum: Qualitative Social Research, 1(2), Art. 8. © 2010 Nick Black I nickblack.org I @nickblackorg

Motivation in Motion was designed to illustrateand share the principles of morphologicalresearch and strategy. 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 Image: http://www.flickr.com/photos/monikaszyma/3652954179© 2010 Nick Black I nickblack.org I @nickblackorg

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Motivation in Motion: The psychology of marketing

by Nick Black

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