Keynote Presentation by Tore Kristensen for Go Grow Startup Accelerator Workshop #1

1. Designing Emotion and reason
to markets
7 February 2017
Tore Kristensen
1

2. Design
• Several meanings
• Traditional associations:
form/function

3. Meaning of design
Simon: anyone designs, who devices aplan of
action aiming at changing existing states into
preferred ones
Heskett: design, stripped to its essence, can be
defined as the human capacity to shape and make
our environment in ways without precedent in
nature, that serves our needs and gives meaning
to our lives.
Evers: strategic design as a way designers can
assist in creating shared vision, communication
and commitment of multiple actors around
product/service innovation

5. Business model
The business model can be defined as a broad
conceptual frame addressing how value is
created, delivered and getting paid for, and is
characterized by the interdependent nature of
its components.

6. Who designs?

7. Assignment: you design
A solution to keep people from drinking too
much, say old people who can afford it but who
often get too drunk, find themselves in trouble,
wake up the wrong places etc:
1. Challenges
2. Actionable elements and material anchoring
3. Design
7

8. foundations
• Embodiment; Woody Allens 80% success is just being
there!
• Networkbased communication
• Cognitive dissonans; people believe what they see no
reason for doubting
• Rumours are easy believed
because they are
often not contradicted;

9. ”embodiment”

10. 10
Antonio Damasio The feeling of what happens 2000

11. From: Damasio
The feeling of what
happens 2000
character content
Conscious or
not
High reason Complex, flexible Meaning Conscious
Feelings
Sensory pattern,
intuition
Pain and pleasure (un)conscious
Emotions
Complex,
stereotyped
responses
Primary and
background
emotions
Unconscious and
moody
Basic life
regulation
Simple
stereotyped
patterns of
biological
responses
Drives and
motivations
Unconscious

14. Pleasures of the body
• Primarily sensed through the skin,
other sense organs and wholes in the
body
• Tonic or positive hedonic state
• Relief from unpleasantness

15. Pleasures of the mind
• Stimulates emotions
• complex
• durable
• Stimuli can be implicit or self
generated
• Raise expectations (build
excitement)

16. Kubovy’s pleasures of the mind
• Curiosity
• Virtuosity
• Sociality-embeddedness
• Responsibility/taking care of others
16

17. Perception
”If you take the time to see, wonders
become common place, and
commonplace become wonders”
Sara Little Turnbull

18. Embodiment (Clark)
1. Daily agent-environment interactions often do not
require the construction and use of detailed inner models
of the full visual scene.
2. Low-level perception may "call" motor routines that
yield better perceptual input and hence improve
information pick-up.
3. Real-world actions may sometimes play an important
role in the computational process itself.
4. The internal representation of worldly events and
structures may be less like a passive data-structure or
description and more like a direct recipe for action.

19. Are half the ads investments still wasted?

20. Market offers are speech acts -
promisses (Searle)
• Mission statement match visual expression; or
does it?
• Not all statements reach their destination or
receiver
• Not all visual expressions are understood
• Individuals see different things

21. Variation is in the minds of people; they see different things

22. Think of a murder, where witnesses see different aspects.
Only a smart detective can get the story together and find the guilty

23. Experiment 1
matching visual expression
and mission statement in a promise
• Logo for a business school
• 5 designers; 5 designs
• 300 students and 300 other stakeholders web-based
questionnaire
• 3 Thurstone scales = mission statements
– CBS is a dynamic business school
– CBS is a credible business school
– CBS is an international business school

24. Design can help markets getting through
to an audience

26. 1 st experiment
• We want to test the effectiveness of 5 logos for
a business school
• It was done by having an intermediate (design
council) to invite designers, brief them and pay
a fixed fee for entering a competition
• Various experts attended presentations and
decided

27. Experiment 1 research design
• Logo for a business school
• 5 designers; with each a design
• 300 students and 300 other stakeholders web-based
questionnaire
• How many responses did we get?
• 3 mission statements =3 scales
– dynamic
– credible
– international

28. scales
• Bipolar: we make rated paired comparisons
• Non-numeric continous scales: asked
respondents to move cursor rather than
translate feelings into number
• ”Repeated measures”: each respondent replied
many times various choices

34. Screen dump EX

35. Screen dump EX

36. outcomes
• 3 scales = mission statements
expressed by the management team
– dynamic
– credible
– international

37. Estimate U, for each individual
• Uin = Vin + Oin
• Repeated measures
• O context, reseach setting constant

38. Dynamic scale for person 19

39. Market preferences Credible

40. Market preferences scale (dynamic)

41. Market preferences International

42. How much do subject agree ?
Measure to make it possible
to estimate individual preferences
Compare individual preferences of logos with
between subject preferences of logos
Rated paired comparison

43. 0% 20% 40% 60% 80% 100%
Dynamic
Credible
International
Sources of variation
Common subject variation Individual subject variation
Red = substantial variation, blue is between subjects

44. Experiment 2: logo for the east
west bus company: transport
people along the old Silk Road
between Asia and Europe

45. Research design
Design was made by Thai design student
Conjoint layout with systematic variation
This experiment was conducted on-line in
Thailand and Denmark.
Missions statements/Scales:
1. “ (The bus) arrives in time”
2. “ (The bus conducts) safe and responsible driving”
3 “ (The bus represents) cheap travel with convenient
comfort and service”

46. 4 Positions
3 kind of eyes
3 sizes of mane/tail
3 types of mane/tail
No eyeNo eye

54. The scales: Denmark
Scale 1 Reliable – no delay
Scale 2 Safety – responsible driving
Scale 3 Inexpensive - good comfort
Scale 2 and scale 3 are highly correlated
Scale 1 is different from scale 2 and 3

55. The scales: Thailand
Scale 1 Reliable – no delay
Scale 2 Safety – responsible driving
Scale 3 Inexpensive – good comfort
Scale 2 and scale 3 are highly correlated
Scale 1 is different from scale 2 and 3
Denmark and Thailand are equal

56. Scale 1 Reliable – no delay
Pos2, 3 Pos1 Pos4
Scale 2 Safety – responsible driving
Pos 4 Pos 3 Pos 1, 2
Scale 3 Inexpensive - good comfort
Pos 4 Pos 3 Pos 1, 2
Positions
Denmark Pos 1 Pos 2 Pos 3 Pos 4

57. Scale 1 Reliable – no delay
Pos3 Pos1, 2 Pos4
Scale 2 Safety – responsible driving
Pos 3, 4 Pos 1 Pos 2
Scale 3 Inexpensive - good comfort
Pos3, 4 Pos 1, 2
Positions
Thailand Pos 1 Pos 2 Pos 3 Pos 4

58. Eye Denmark
Scale 1 Reliable – no delay
Scale 2 Safety – responsible driving
Scale 3 Inexpensive - god comfort
No eye
No eye
No eye

59. Eye Thailand
Scale 1 Reliable – no delay
Scale 2 Safety – responsible driving
Scale 3 Inexpensive - god comfort
No eye
No eye
No eye

60. 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
In time
Safe & responcible
Cheap & Comfordable
Sources of variation
Common subject variation Individual subject variation
horse positions speak
Strongest common on safety & responsibility

61. 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
In time
Safe & responcible
Cheap & Comfordable
Sources of variation
Common subject variation Individual subject variation
eye perception
Strongest common on safety & responsibility
weak on timeliness

62. 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
In time
Safe & responcible
Cheap & Comfordable
Sources of variation
Common subject variation Individual subject variation
Size of mane and tail
Strongest common on safety & responsibility
weak on timeliness

63. 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
In time
Safe & responcible
Cheap & Comfordable
Sources of variation
Common subject variation Individual subject variation
TYPE of mane and tail
Strongest common on safety & responsibility
weak on timeliness

64. General conclusions
• Pragmatic (metaphorical or metonymical) signs can
transfer both problem solving capacity and meaning
• Communication has always meta dimension
concerning meaning (Gregory Bateson)
• Cultural ideosyncracies can be important, but not
always
• Big inbetween variation can cause a market to break
down (Akerlof information asymmetry)
• Behavioural segmentation may do the trick (media
habits, “clubs”, social networks, social media