Market Research: A deeper look at everyday life

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An exploration of deeper motivations through market research and market psychology. Presentation by Nick Black, Managing Partner at Intensions Consulting (http://www.intensions.co).

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Market Research: A deeper look at everyday life

  1. Market Research: A deeper look at everyday life © 2009-2014 Nick Black I nickblack.org I intensions.co
  2. Everyday life isn't grey, or black and white, © 2009-2014 Nick Black I nickblack.org I intensions.co
  3. everyday life is full of color © 2009-2014 Nick Black I nickblack.org I intensions.co
  4. and contradiction © 2009-2014 Nick Black I nickblack.org I intensions.co
  5. Freedom & control © 2009-2014 Nick Black I nickblack.org I intensions.co
  6. Perfection & addiction © 2009-2014 Nick Black I nickblack.org I intensions.co
  7. Below the surface of everyday life © 2009-2014 Nick Black I nickblack.org I intensions.co
  8. exist the motivations behind everyday behaviour © 2009-2014 Nick Black I nickblack.org I intensions.co
  9. Unconscious motivations, which can represent up to 95% of thought according to cognitive scientists1 © 2009-2014 Nick Black I nickblack.org I intensions.co
  10. "The world has changed, but our methods for understanding consumers have not. We keep relying on familiar but ineffective research techniques and consequently misread consumer’s actions and thoughts.” 2 Prof. Gerald Zaltman Harvard Business School © 2009-2014 Nick Black I nickblack.org I intensions.co
  11. We used to believe that human motivations could be neatly split apart © 2009-2014 Nick Black I nickblack.org I intensions.co
  12. Emotional / Rational © 2009-2014 Nick Black I nickblack.org I intensions.co
  13. We used to believe that human thought was mainly logical and linear 1 2 3 4 © 2009-2014 Nick Black I nickblack.org I intensions.co
  14. Think Feel Do Attribute Benefit Emotion © 2009-2014 Nick Black I nickblack.org I intensions.co
  15. But science has shown that rational and emotional thoughts are deeply intertwined cannot be separated3 and © 2009-2014 Nick Black I nickblack.org I intensions.co
  16. And that our mind works holistically like a concert of thought4 © 2009-2014 Nick Black I nickblack.org I intensions.co
  17. So how can we better understand this concert of mental motivation? © 2009-2014 Nick Black I nickblack.org I intensions.co
  18. “Everyday life treats the everyday; this is why everyday actions are so dramatic…We cannot understand [these] mental and emotional events if we look only at logical and rational interconnections.” 5 Prof. Wilhelm Salber University of Cologne © 2009-2014 Nick Black I nickblack.org I intensions.co
  19. There are many ways to understand customer & consumer motivations © 2009-2014 Nick Black I nickblack.org I intensions.co
  20. Anthropology Ethnography Psychology Sociology Morphology © 2009-2014 Nick Black I nickblack.org I intensions.co
  21. Morphological psychology was developed by Professor Wilhelm Salber, from the University of Cologne in Germany.6 It’s based on three psycho- logical tensions that drive everyday human behavior7 Morphological research is the practical application of this theory. An independent theoretical foundation of qualitative research, intended to explore holistic motivations as they become apparent in human experience and behaviour 8 © 2009-2014 Nick Black I nickblack.org I intensions.co
  22. Expansion Acquisition Transformation Support Effect Order Morphological research uncovers motivational tensions behind everyday human behaviour © 2009-2014 Nick Black I nickblack.org I intensions.co
  23. “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 © 2009-2014 Nick Black I nickblack.org I intensions.co
  24. “I have a pink shopping card. No seriously, look!! Whenever I’m out shopping, or having fun, I use my pink card.” Soft & frivolous (pink) Can’t hurt (cut corner) © 2009-2014 Nick Black I nickblack.org I intensions.co
  25. Through morphological research we’ve found that people use products, services & brands to deal with these motivational tensions9 © 2009-2014 Nick Black I nickblack.org I intensions.co
  26. “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 © 2009-2014 Nick Black I nickblack.org I intensions.co
  27. “I like being totally immersed in the DVD …I always have the volume up pretty loud, if the walls aren’t shaking it’s not working.” Thrill seeking New stories © 2009-2014 Nick Black I nickblack.org I intensions.co
  28. With morphological research we can build models of human motivation, © 2009-2014 Nick Black I nickblack.org I intensions.co
  29. that explain behaviour in everyday life © 2009-2014 Nick Black I nickblack.org I intensions.co
  30. 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 Verlag 9. Melchers, loc. cit. © 2009-2014 Nick Black I nickblack.org I intensions.co
  31. 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 © 2009-2014 Nick Black I nickblack.org I intensions.co

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