Intensions: Understanding market psychology

13,119 views
12,493 views

Published on

An introduction to morphological market research and market psychology. Presentation by Nick Black, Managing Partner at Intensions Consulting (http://www.intensions.co).

Published in: Technology, Business, Marketing
44 Comments
70 Likes
Statistics
Notes
No Downloads
Views
Total views
13,119
On SlideShare
0
From Embeds
0
Number of Embeds
9
Actions
Shares
0
Downloads
0
Comments
44
Likes
70
Embeds 0
No embeds

No notes for slide

Intensions: Understanding market psychology

  1. Intensions™ Understanding Market Psychology © 2010-2014 Nick Black I nickblack.org I intensions.co
  2. Human motivations are often hidden © 2010-2014 Nick Black I nickblack.org I intensions.co
  3. Up to 95% …of human thought is unconscious according to cognitive scientists1 © 2010-2014 Nick Black I nickblack.org I intensions.co
  4. Human behaviour is constantly changing © 2010-2014 Nick Black I nickblack.org I intensions.co
  5. Up to 25% …of our daily Google searches have never been seen before2 © 2010-2014 Nick Black I nickblack.org I intensions.co
  6. So how can businesses and brands manage these hidden motivations and changing behaviors? © 2010-2014 Nick Black I nickblack.org I intensions.co
  7. Morphological Psychology ‘An independent scientific theory that uses qualitative research to understand the psychology of everyday human experience and behaviour.’ 3 © 2010-2014 Nick Black I nickblack.org I intensions.co
  8. The roots of morphological psychology stretch back to the 1960’s, when Prof. Wilhelm Salber first published Morphologie des seelischen Geschehens4 and Wirkungseinheiten5 © 2010-2014 Nick Black I nickblack.org I intensions.co
  9. Morphology Phenomenology Gestalt Psychology Depth Psychology Morphological Psychology unified four schools of thought into one new theory of motivation6 © 2010-2014 Nick Black I nickblack.org I intensions.co
  10. The objective of this theory was to explore the psychology of everyday human experience and behaviour7 © 2010-2014 Nick Black I nickblack.org I intensions.co
  11. Morphological Intensions™ Model “Morphological psychology systematically represents fundamental human needs. It emphasises three relationships, each of which contain a static and dynamic extreme. Similar to magnetism, tensions between the polar needs complement each other and form a hexagonal system.” 8 © 2010-2014 Nick Black I nickblack.org I intensions.co
  12. Expand Acquire Transform Support Effect Order Morphological Intensions™ Model © 2010-2014 Nick Black I nickblack.org I intensions.co
  13. Acquire (continuity & safety) Transform (dynamics & change) © 2010-2014 Nick Black I nickblack.org I intensions.co
  14. The human need for safety, continuity and the desire to hold on to what has been acquired The human need for change, dynamics and the desire to abandon safety for movement © 2010-2014 Nick Black I nickblack.org I intensions.co Acquire (continuity & safety) Transform (dynamics & change)
  15. Order (social adaptation & rules) Effect (individual intention & action) © 2010-2014 Nick Black I nickblack.org I intensions.co
  16. The human need for rules, regularity and the desire to adapt to social expectations and structures The human need for individual intent, personal preference and the desire to influence through action © 2010-2014 Nick Black I nickblack.org I intensions.co Order (social adaptation & rules) Effect (individual intention & action)
  17. Support (resources & limitations) Expand (achievement & ideals) © 2010-2014 Nick Black I nickblack.org I intensions.co
  18. The human need for skills, resources and understanding of our individual limits and limitations The human need for achievement, ideals and the desire to attain new levels of accomplishment © 2010-2014 Nick Black I nickblack.org I intensions.co Support (resources & limitations) Expand (achievement & ideals)
  19. Expand Acquire Transform Support Effect Order Together these intensions™ form a dynamic model of market psychology © 2010-2014 Nick Black I nickblack.org I intensions.co
  20. Understanding Market Psychology “Consumption plays an important role in regulating morphological tension: Acquiring a product can provide security; a service can offer the chance to change one’s life… Consumption enables individuals to set themselves apart from the rest of society on the one hand, and adapt to society on the other hand.” 9 © 2010-2014 Nick Black I nickblack.org I intensions.co
  21. Human motivation is in a constant state of tension © 2010-2014 Nick Black I nickblack.org I intensions.co
  22. 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.” 10 © 2010-2014 Nick Black I nickblack.org I intensions.co
  23. Finance: “When you are wealthy you can spend so spending is important to me. It is all about showing my confidence.” Health: “My health is out of control. There’s nothing I can do about it, so my approach is to enjoy the moment.” © 2010-2014 Nick Black I nickblack.org I intensions.co
  24. Food: “Growing up we ate dinner at the same time… I hate to admit it, but we still eat dinner every night at 5pm.” Technology: “The tablet feels like my ticket to the future. It sounds crazy, but when I take it to school I feel smarter.” © 2010-2014 Nick Black I nickblack.org I intensions.co
  25. With market psychology businesses and brands can begin to understand customer motivations and behavior © 2010-2014 Nick Black I nickblack.org I intensions.co
  26. Using Market Psychology “The unconscious mind represents a significant frontier where marketers may establish secure beachheads of competitive advantage. Certainly no firm can claim to understand consumers without [harnessing] this opportunity.” 11 © 2010-2014 Nick Black I nickblack.org I intensions.co
  27. By using market psychology to explore human motivations and behaviour, businesses and brands can… © 2010-2014 Nick Black I nickblack.org I intensions.co
  28. uncover hidden psychological segments © 2010-2014 Nick Black I nickblack.org I intensions.co Social Ladder Climbers +23.8% Segment Five
  29. © 2010-2014 Nick Black I nickblack.org I intensions.co find untapped purchase drivers Childhood Nostalgia High impact with female shoppers aged 25-35 Driver One
  30. © 2010-2014 Nick Black I nickblack.org I intensions.co and harness new market opportunities Original Positioning Brand associated with traditional Mexican culture New Positioning Brand associated with exploration and adventure
  31. The New Market Reality “As human beings, we experience who we are not only through our own successes and failures, but also through the objects that surround us; through living conditions, through media, clothing and art… It’s amazing how complex everyday motivation becomes once it is no longer taken for granted.” 12 © 2010-2014 Nick Black I nickblack.org I intensions.co
  32. © 2010-2014 Nick Black I nickblack.org I intensions.co So how can businesses and brands manage these hidden motivations and changing behaviors?
  33. Expand Acquire Transform Support Effect Order By understanding and harnessing market psychology © 2010-2014 Nick Black I nickblack.org I intensions.co
  34. References: 1. Zaltman, G. (2003). How Customers Think: Essential insights into the mind of the market, Boston: Harvard Business School Press. 2. Ammirati, S. Google's 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) 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 Verlag 4. 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. Melchers, loc. cit. 10. 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. 11. Zaltman, loc. cit. 12. Fitzek, H. (2000). Figurations in Everyday Life: A Research Program of Cultural Psychology. Forum: Qualitative Social Research, 1(2), Art. 8. © 2010-2014 Nick Black I nickblack.org I intensions.co
  35. Intensions™ is market research and strategy consultancy. We use research, psychology and strategy to find hidden insights and opportunities for businesses and brands. Nick Black Managing Partner web: www.intensions.co email: info@intensions.co tweet: @nickblackorg link: nickblackorg © 2010-2014 Nick Black I nickblack.org I intensions.co

×