November 20-21, 2013 | Singapore
Twitter Hashtag #QUAL360
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Media Sponsors

Association Partners
Emotionalizing Performance

Ajay Mohan
1
Emotional Inquiry: Methodological
Approach
Use visualization techniques to Gain a Deeper Understanding of the unarticulate...
Insights are organized by Human & Computer
Performance
Insights about
Human
Performance

Insights about
Computer
Performan...
Human Performance
Human Performance: The Drive to Perform
Human performance is the process of organizing chaos into order
It is dependent on...
Human Performance: The Drive to Perform
Human performance is the way to prove something to self and others
-Approval is li...
Human Performance: The Transcendent Performance
Flow is the evidence of mastery over chaos
When a performance is being suc...
Computer Performance
Computer Performance: Speed and Manipulation of Time
The computer is a portal that transports people away from their every...
Computer Performance: Speed and Manipulation of Time
Speed is not a rational measurement; instead, it is an evaluation of ...
Computer Performance: Windows of Potential
Multi-tasking is not about doing; it is about connecting with an aspirational, ...
Patterns Across Emerging Markets: Human Performance
Human
performance is
the process of
organizing
chaos
into order.

Part...
Patterns Across Emerging Markets: Computer Performance
When the
computer
facilitates a
seamless,
undisturbed
experience,
c...
Patterns Across Emerging Markets:
Areas of Misalignment between Brazil and Emerging Markets in Asia:

The use of multitask...
Thank You
Platinum Sponsor

Media Sponsors

Association Partners
November 20-21, 2013 | Singapore
Twitter Hashtag #QUAL360
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Emotionalizing Performance - Intel

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Presented by Ajay Mohan, Director of Partner & Web Marketing APAC, Intel
at Qualitative360 Asia 2013
19-21 November 2013, Singapore

This event is proudly organised by Merlien Institute
Check out our upcoming events by visiting http://qual360.com/

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Emotionalizing Performance - Intel

  1. 1. November 20-21, 2013 | Singapore Twitter Hashtag #QUAL360
  2. 2. Platinum Sponsor Media Sponsors Association Partners
  3. 3. Emotionalizing Performance Ajay Mohan 1
  4. 4. Emotional Inquiry: Methodological Approach Use visualization techniques to Gain a Deeper Understanding of the unarticulated emotional drivers and motivations behind “performance.” • Consumer behavior is most often driven by unarticulated, unconscious drivers • During one-on-one interviews, Brandtrust asked respondents to visualize with their “mind’s eye” pictures associated with formative experiences in their life • Using a beginner’s mind, the research team employed a dynamic, indirect probing process to circumvent rational “scripts,” avoid priming and tap into deeper emotional landscape • Over the course of the research, Brandtrust identified and isolated thematic patterns that are embedded in the evocative language and metaphors that respondents used to share their storiesSao Paulo Brazil 30 in-depth interviews were Conducted in US 36 in-depth Interviews were Conducted internationally Munich Germany Shanghai China 2 Further EM Deep Dive 40 In-depth Interviews conducted Lanzhou, China Mumbai, India
  5. 5. Insights are organized by Human & Computer Performance Insights about Human Performance Insights about Computer Performance – The Drive to Perform – The Transcendent Performance Conducted across 4 different continents – Speed and the Manipulation of Time – Open to Windows of Potential
  6. 6. Human Performance
  7. 7. Human Performance: The Drive to Perform Human performance is the process of organizing chaos into order It is dependent on a person’s ability to harness chaos and make sense out of it so that it can either be minimized or used in a meaningful way Participating in specific rituals of preparation provides instruction for how to tame the chaos Through practice and training, people discipline themselves to perform up to their potential—they learn to focus in a productive way Performance is a journey of discipline, not a single event People talked about performance in three distinct stages: – Preparation and training for the performance – Giving the performance itself – Receiving approval from others In Brazil and Germany, the entire journey is important but more emphasis is usually placed on the performance itself 5
  8. 8. Human Performance: The Drive to Perform Human performance is the way to prove something to self and others -Approval is like a drug—it feels good but one never gets enough approval. -Germans, Brazilians and Chinese need self approval but they tend to see their own performance from those that dole out the approval. The result of a good performance is the transformation of identity -Americans seek out challenges that will take them to their “personal edge” to become their inspirational self. - In Brazil, China and Germany, performance did not seems to be part of the consumer transformation journey—a finding that should be validated further. 6
  9. 9. Human Performance: The Transcendent Performance Flow is the evidence of mastery over chaos When a performance is being successfully delivered, people describe this moment as being “in the flow” or “in the moment”. This hyper-focus on the present situation helps people maximize the investment of preparation time and energy. Flow allows people to act out of their natural instincts When people are in a state of flow, they process the environment around them without conscious management. Flow is born out of self-confidence The state of flow does not happen at random—confidence and self-assurance due to preparation is required to deliver a successful performance.
  10. 10. Computer Performance
  11. 11. Computer Performance: Speed and Manipulation of Time The computer is a portal that transports people away from their everyday lives When a computer is performing optimally, the user is able to transcend the limitations of time and escape to a state of flow with the computer. During these moments, the computer is so responsive to the user’s commands that it creates a separate sense of reality. A fast computer creates an enhanced experience of time When the computer facilitates a seamless, undisturbed experience, computer users lose themselves in this experience and become completely unaware of the passage of time. Additionally, some people believe that they are able to overcome the limitations of time when the computer works efficiently because it irrationally gives them more time to do other tasks. 9
  12. 12. Computer Performance: Speed and Manipulation of Time Speed is not a rational measurement; instead, it is an evaluation of the emotional and qualitative experience of time Generally, consumers do not understand how product specifications (i.e., processor speed) will impact the desired experience of flow. Consumers evaluate computer performance in terms of its ability to create an uninterrupted experience. When flow is interrupted, the illusion of time instantly disappears People are consciously aware of the computer’s performance only when it is not performing well. 10
  13. 13. Computer Performance: Windows of Potential Multi-tasking is not about doing; it is about connecting with an aspirational, multi-dimensional sense of being The ability to multi-task and productivity are less about doing several things at once and more about the desire to connect with different aspects of their identities. When people are using Skype, perusing different food websites, and reading news feeds at the same time, they are declaring that they are open to exploring how they can become better family members and friends, better moms and cooks, and smarter, more current members of society. Leaving multiple windows open is symbolic of being open to the multi-dimensional aspects of the self Open windows and applications represent “windows of potential,” where people feel free to investigate their different identities—each expressed within a window left open. On the other hand, shutting down an application or closing out a specific webpage is synonymous with closing off to that 11 part of themselves.
  14. 14. Patterns Across Emerging Markets: Human Performance Human performance is the process of organizing chaos into order. Participating in specific rituals of preparation provide instruction for how to tame the chaos. The drive to perform at one's best is ultimately to receive approval from others The following insights are consistent across Brazil, China and When a performance is being delivered successfully, people describe being “ in the flow", where they process their environs almost involuntarily & feel impervious to failure.
  15. 15. Patterns Across Emerging Markets: Computer Performance When the computer facilitates a seamless, undisturbed experience, computer users lose themselves in the moment. . Speed is not a rational measurement, but rather an evaluation of the emotional, qualitative experience of time. When flow is interrupted, the illusion of time instantly disappears. The following insights are consistent across Brazil, China and India:
  16. 16. Patterns Across Emerging Markets: Areas of Misalignment between Brazil and Emerging Markets in Asia: The use of multitasking while on the computer in order to achieve an idealized, multi-faceted version of the self was a stronger, clearer theme in Brazil, as it was in the United States and Germany Despite a culture with a rich emphasis on family and social connections, Brazil had a more individualistic focus, which was also more closely aligned with the findings in the United States and Germany. While it was a common experience to value extrinsic validation more than an intrinsic sense of achievement across the globe, western respondents also lent emotional importance to the cementing of selfbelief through internal validation.
  17. 17. Thank You
  18. 18. Platinum Sponsor Media Sponsors Association Partners
  19. 19. November 20-21, 2013 | Singapore Twitter Hashtag #QUAL360

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