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Newsletter — January 2015
UNDERSTANDING PUBLIC BEHAVIOR
PROVETIC SPECIAL ANALYSIS:
VALUE AND MORAL JUDGEMENT
2
Dear Valued Clients,
First of all, on behalf of Provetic team, I would like
to wish you a happy new year of 2015!
Beginn...
3
Understanding target audience is crucial in
achieving successful communication. In doing so,
creating segmentation has b...
4
To understand their social world,
people are equipped with several
sets of beliefs that will help them
to navigate their...
5
In our analysis, the first set of
beliefs that we take into account is
the value systems that people hold.
Values are th...
6
”
“Although values and moral
judgements are usually seen
as individual property;
but it can also be used to
categorize g...
7
lesser direct impact to people’s
everyday lives, unlike fuel price
increase — people are not looking
at it as an act of ...
8
the campaign period, Prabowo is
mostly being associated with more
conservative values such as
Conformity and Tradition. ...
9
personal or individual benefit (e.g.
clean hair that smells good) but
also in terms of how it can help
them with their i...
10
Target audience segmentation
can be expanded further than
demographic data. Qualitative
information regarding
audience ...
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Provetic Newsletter January 2015

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Provetic Newsletter January 2015

  1. 1. Newsletter — January 2015 UNDERSTANDING PUBLIC BEHAVIOR PROVETIC SPECIAL ANALYSIS: VALUE AND MORAL JUDGEMENT
  2. 2. 2 Dear Valued Clients, First of all, on behalf of Provetic team, I would like to wish you a happy new year of 2015! Beginning of the year is always marked by brim- ming enthusiasm and optimism, as we carry the lessons learned from the previous year on to the new one. In the spirit of pushing forward in this new year, let me take this opportunity to introduce to you one of our newest special analyses: the Value and Moral Judgment analysis of Social Media Conversation. This analysis focuses on how people perceive, evaluate, and make decisions over various matters: from something as trivial as choosing shampoo brands to something very important like voting for certain presidential candidate. We're very excited in introducing this analysis to you because we believe that this would provide our clients with more in depth understanding about their target audience, or even Indonesian people in general —a very crucial tool for successful communication and marketing strategy. We hope you enjoy this edition, and may you have a productive, insightful, and prosperous year ahead. Best Regards, Iwan Setyawan, CEO WORDS FROM THE CEO EDITORIAL TEAM Board of Advisors Iwan Setyawan, Roby Muhamad, Ph.D, Shafiq Pontoh, Budhi Sumarso Managing Editor Smita Sjahputri Smita.Sjahputri@provetic.com Jl. Kerinci 1 no. 2, Kebayoran Baru Jakarta Selatan 12120 T: +6221 72799613 F: +6221 72799613 www.provetic.com
  3. 3. 3 Understanding target audience is crucial in achieving successful communication. In doing so, creating segmentation has been one of the most effective ways to do it. However, in most cases, demographic segmentation alone might not be sufficient in providing enough valuable information regarding our target audience. Understanding people’s preferences or evaluations regarding certain issues, events, or even products, could not be fully done only by accessing the demographic information. So what else can contribute to the picture? Provetic believe that rich information can be mined from getting qualitative data, especially from social media conversation. Social media conversation data not only can provide the qualitative aspect about what is being discussed by the people, but also how they discussed it, as well as (with more in-depth analysis) why they discussed it the way they do. These data provide an opportunity to categorize people not only by demographic segmentation, but also according to the common themes that can be identified within their arguments, which helps to create labels that might give more colourful definition of our target audience. Humans are not a passive receiver of information. In fact, most of the time, people actively filter, select, and evaluate data using a set of internal beliefs that they already hold. These internal beliefs are what we refer to as the value and moral judgement systems. These systems have been identified as internal forces that shaped human behavior —including opinion and decision making— mostly by influencing the way people process information from their social world. If certain information matches or congruent with their existing value and moral judgement systems, it would be more likely to be accepted and adopted. In reverse, if certain information does not match or incongruent with their existing belief systems, it would be more likely to be rejected. Hence, identifying the value and moral judgement systems of certain target audience will be very beneficial for business and organization aiming to create successful communication and increasing the likelihood of acceptance and adoption of message. In this edition, we would like to illustrate some of the utilization of this analysis. This is to show that not only this analysis will help in profiling and understanding the target market, the resulting segmentation can also help in creating the right framing to address the communication based on the values and moral judgement identification of the target audience. KNOWING “WHAT MAKES THEM TICK”: HOW VALUES AND MORAL EVALUATIONS AFFECT PEOPLE
  4. 4. 4 To understand their social world, people are equipped with several sets of beliefs that will help them to navigate their ways. This means that people are not receiving information blindly, but they actually have “filters” that help guiding their information processing, judgement and decision making. What is value and moral judgement systems and how do those affect people’s behavior? People’s opinion are not just influenced by external factors such as mass media coverage or prominent opinion of others. Instead, these external factors are interacting with people’s internal set of beliefs to form and influence their opinion and decision making. Understanding people’s preferences is nothing new for business and organization. However, what might be overlooked is the bigger picture: what do these preferences actually saying about our target audience? Are there any underlying themes that might interlinked different preferences? If there is such thing, how would it help us understand our target audience better so that we can communicate with them more effectively? We believe that the answer to those question lies in understanding the Values system indicates what people deemed as important, meanwhile Moral judgement system is help to evaluate the how and on what ground certain event or issue is morally acceptable. internal set of beliefs that people use in navigating their way in socia world. People’s internal set of belief is very strongly linked to their identities and preferences. Hence, it is very powerful in helping them finding things that are preferable, acceptable, or even just “feel right”. To be able to identify the internal forces that drive our audience will help us to achieve greater understanding and also knowing what makes them “tick”. Furthermore, we can also use this information to create better ways to segment and characterize our audience —a very powerful tool to ensure effective communication. Figure I — In the information processing, internal set of beliefs acts as filters; which eventually contributes to the formation of people opinions and evaluation.
  5. 5. 5 In our analysis, the first set of beliefs that we take into account is the value systems that people hold. Values are the motivational basis that guide people’s behavior that strongly linked to people’s affect and emotions. This means that the values people hold signify the universal goal of most of their behaviors and what people deemed as important. They also have general use to evaluate most instances in people’s social world. The second set of beliefs is the moral judgement. Different from the value system, moral judgement are used to help in evaluating the certain event or issues as morally right or wrong. In Provetic Special Value and Moral Judgement Analyses, we use the social media conversation data to focus on three main utilizations: 1) Understanding the way people evaluating and responding to specific events/issues: to get a more holistic understanding about people’s responses; 2) Identifying the segmentation of audience for specific events/issues: to create audience segmentation and preferences; 3) Monitoring the dynamics between main message and the public responses: to know the success rate of communication based on audience responses.
  6. 6. 6 ” “Although values and moral judgements are usually seen as individual property; but it can also be used to categorize groups —as people with the same values or moral judgement system would most likely have similar opinion or behavior towards certain issues. PEOPLE’S INTERNAL SETS OF BELIEFS: THE MORAL JUDGEMENT FOUNDATIONS Care/Harm: judgement based on whether it is harmful to others. Fairness/Cheating: judgement based on justice and proportionality; whether it is fair for others Loyalty/Betrayal: judgement based on whether it violates the in-group (family, society, or the nation) which one belongs Authority/Subversion: judgement based on whether it is in line and being respectful with the tradition and laws. Sanctity/Degradation: judgement based on whether it evoke feeling of disgust and contaminates purity. Mostly based on religious teaching. Liberty/Oppresion: judgement based on whether it is done under pressure or being tyrannized. PEOPLE’S INTERNAL SETS OF BELIEFS: THE TEN BASIC UNIVERSAL VALUES Power: social status and prestige; needs to control and dominates others; Achievement: setting and achieving goals; competency and living up to social standards; Hedonism: enjoyment and pleasure; Stimulation: gaining pleasure specifically from excitement and thrills; variety and high level of activation; Self-Direction: needs of control and mastery; autonomy and freedom in social interactions; Universalism: social justice and tolerance; peace and equality; Benevolence: helping others and contributing to general welfare; nurturing others and the environment; Tradition: conservative and respectful of the customs; solidarity and uniqueness as a group; Conformity: obedience of clear rules and structure; following social expectancies; Security: seek health and safety; security of society.
  7. 7. 7 lesser direct impact to people’s everyday lives, unlike fuel price increase — people are not looking at it as an act of betrayal to the people, but merely an act of cheating and it is seen as morally wrong, because cheating is wrong based on judgement of religious teaching of purity. However, both of these issues are perceived as acts of deviance of society, and the fact that both evoked a strong rejection from people, indicates that most Indonesian put high importance on values of conformity,benevolence, and security of the society. 2014 was one of the year that politics becomes people’s daily discussion, especially with the highly anticipated presidential election taking place in the second semester of last year. Many controversial issues were circulated and induced heated reactions from public. Here, Provetic uses the Special Value and Moral Judgement Analyses to see how people evaluate different major issues of last year. CASE STUDY #1: How people reacted to the issue of fuel price increase and corruption cases? Last year, the most discussed issues are, among others, fuel price increase and corruption cases of high profile public officials. In the previous edition, we have presented to you how analysis of values and moral foundation can be tied in to provide better understanding on people’s reaction towards the issue of fuel price increase. Our findings suggest that for those who are opposed to the decision on fuel price increase is evaluating the issue as wrong because it is violating people’s freedom – especially of the financial freedom of the less fortunate groups. Furthermore, they also see it as an act of betrayal to the “small people” because the government was supposed to be on their side and not making decision that will give them hard times. However, for those who are supporting it, they see it as a right move by the government because instead of bringing harm, it is perceived to bring greater good for the people. Here we can see the difference between the arguments of the opposing groups. Apart from the fuel price increase, 2014 was also marked by several high profile corruption cases, which have evoked rather large attention from general public. Last year, we also conducted an analysis to see how people are perceiving the issue on Corruption. Interestingly, when evaluating the issue of corruption —which has CASE STUDY #2: Values and Moral Judgement Analysis development in 2014 Indonesia presidential election Presidential election was one of the main highlight of year 2014 in Indonesia. With only two candidates running for the position, extreme polarization of support is relatively inevitable. Both candidates, Joko Widodo and Prabowo Subianto, also appeared to adopt different campaign, communication, and image building approaches. However, now the question is: was the communication being received as intended by the general public? Before the campaign period officially being kicked off, Provetic data showed that in general both candidates are being evaluated in terms of judgement of “purity”, which actually referring to candidates’ religiousity as well as how clean their track record are. However, apart from the general
  8. 8. 8 the campaign period, Prabowo is mostly being associated with more conservative values such as Conformity and Tradition. While on the other hand, Jokowi is more associated with more social values such as Benevolence and Hedonism. These divergence can actually provide information not only on how people perceive them, but also about how succesful their attempts in instilling certain public image. Interestingly, towards the end of the campaign period (refer to Chart II), we can actually see that the judgment is getting more convergent and similar for both candidates. This development is actually expected because, there might be a need for each candidates in “easing up” several extreme characterization on their public image to gain support from different groups of voters. The result of this less extreme characterization is more uniform evaluation across all dimension. Apart from that, the convergence of evaluation can also indicates how much they are being compared to each other. When people are comparing two different object in a head-to-head manner, it will be more likely that they will compare it under the same judgement criteria. Hence, as we can see, if at the beginning of the campaign period, when both candidates are being discussed independently of each other, evaluation is relatively diverge and more extreme in certain aspects or dimensions. However, towards the end of the campaign periods, when they are being compared more closely with each other, evaluation tend to be similar. However, one persistent trend in evaluating presidential candidate is actually that people are consistently using the evaluation that is based on the judgement of purity —how “clean” the candidate is; as well as, how religious they are.. evaluation, apparently the two candidates are being evaluated in relatively very different light: Prabowo is mostly evaluated as a figure of Authority —especially related to his military background; meanwhile, Jokowi is being seen as more of a Caring character, as he is known to be less guarded to the people (See Chart I). Furthermore, at the beginning of Chart I — Moral Judgement Analysis for 2014 Presidential Candidates at the beginning of campaign period (Early June 2014) Chart II — Moral Judgement Analysis for 2014 Presidential Candidates at towards the end of campaign period (End of June 2014)
  9. 9. 9 personal or individual benefit (e.g. clean hair that smells good) but also in terms of how it can help them with their interpersonal relationship (e.g. “If I have a nice smelling and clean hair, my boyfriend will love me more”). In another analysis on RTD milk products, we have also found out that people are not discussing the product only for their own personal use (e.g. drinking milk when feeling exhausted), but also as a tool to help others (e.g. giving milk product for a friend in need of a boost, as an act of caring). In short, we have found that personal goods are also associated with the value of benevolence —a value which goal is to attain social harmony with others. Traditionally, most of personal goods are only conveying communication or message that is associated with the value that are more focused on individual self, such as self-direction or hedonism. However, with this insight, brands can use it to further ezpand product communication and marketing strategy —in which instead of only emphasizing on personal benefit of consuming orusing the product, but the product can also be utilized to serve social goals. Value Judgement Analysis is not limited in its uses to only cater for evaluation of social events or issues. In fact, brands can also utilize this analysis to gain information on their target market and monitor people’s evaluation of their products. One of the most interesting findings that we have found using the Value Judgement Analysis for Brands is that even for personal goods such as food/drinks and body care products, people are not perceiving these products solely as products to fulfil personal needs, but also to attain social goals. In our analysis, we found that when people talk about body care products, such as shampoo, people are not only evaluating it in terms of how well it can give them CASE STUDY #3: For brands, even personal goods can have social meaning or goals. Further analysis can also help to reveal whether the new communication strategy actually resounded as intended to the audience by evaluating whether the values conveyed through the communication is received in the same light by the consumers. Personal goods are traditionally associated with values that are more focused on self- enhancement, such as self- direction or hedonism, but apparently also associated with social value of benevolence
  10. 10. 10 Target audience segmentation can be expanded further than demographic data. Qualitative information regarding audience can actually provide more indepth understanding which would be very powerful in achieving successful communication strategy. Hence, Provetic is offering new way to understand our audience by identifying the internal set of beliefs than is used by individuals (and groups) to aid the process of gathering information, evaluating issues, and also making decisions. In short, these are what make people tick. Two of the internal sets of information that are most powerful are Values and Moral Judgements System. Although both at times have very similar manifestation in how people argue, however, in terms of aiding evaluation, the two systems serve different purposes. Values systems is used by people to evaluate their social world and any other information based on fundamental motivational bases that they have. It can be safely assume that the values that people hold will not only identify what type of goals that they are aiming at, but also what they deemed important. Hence, by understanding the value system that people hold and use to process information, it will also help us to predict how people will response to certain issue, events, or even brands and products. The second internal set of beliefs is of Moral Judgement systems, which serve as guide for people to evaluate regarding the “rightness” of certain issue or events. By identifying the moral judgement foundations that people use, it will help in predicting whether they will more likely to accept or reject certain event or issues. Identifying value and moral judgment of target audience will help businesses and organizations to construct a best-fit communication that will be spot-on for the targeted audience. Further analysis can also reveal whether the communication has been successfully received as intended or that people are actually responding in a whole new way —a crucial measurement for anticipating opportunities or even crisis management. KEY TAKEAWAYS AND FURTHER IMPLICATIONS © January 2015 — Provetic Photo Credits: Cover Photo by Arian Zwengers 1. “Handphone” by Danumurthi Mahendra 3. “Phone Videographer” by Nseika 4. “Bandung” by Phalinn Ooi 5. “Bandung” by Phalinn Ooi All rights reserved under Creative Commons Liscense

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