Motivation research focuses on why people choose to do what they do. It basically analyzes the motives driving human behavior and it seeks to both, discover and comprehend what consumers do not fully understand about themselves.
This information on the motives driving human behavior is used in marketing, especially consumer behavior, which is affected by conscious and unconscious motives as well as cultural factor, economic needs and a variety of other factor. Motivation research intends to deconstruct complex behaviors so they can be understood and also influenced.
The three major motivational research techniques are observation, focus groups and depth interviews. The purpose of each study is to extract truths and encourage reflection because people are often unaware of their own motivations. Once the data is collected, researchers make inferences about the motivations behind the behaviors. After discovering the motives, the marketing strategy is designed around the appropriate set of motives.
Motivation research helps marketers in numerous ways. First, it allows them to understand why people choose to buy or not to buy their product. Second, they can use this knowledge to developtailored marketing strategies and finally it helps identify a target audience for different services and products.
Thanks to Marketing Research, marketers do not longer have to guess what will make their market happy. Instead, the studies give a clearer idea about the market in general and how to catch the attention and loyalty of their ideal customers.
After applying any of the research techniques, the analysis begins at the cultural level since cultural values and influences often have to do with what we eat, how we dress, the language we speak, what we think, etc. The culture is the context that must be understood before the behavior of individuals.
After understanding the cultural context, the next analytic step is the exploration of the unique motivations related to the category of the product. Some of the relevant questions to keep in mind include what psychological needs does the product fulfill? Does the product have any social overtones or anthropological significance? Does the product relate to aspirations, feelings or self-esteem?
Finally, another dimension to understand is the business environment, which includes brand perceptions and images, competitive forces, the trends in the marketplace, the role of advertising in the category, etc. Understanding the business environment is crucial to the interpretation of consumer motives.
Of course, understanding the consumers’ motives is important. However, it is not worth it if it cannot be translated into actionable marketing. The best way to translate the collected data into actions is developing the idea of a buying persona and targeting the product to this persona through the best channels, with the most appropriate words and awakening the thoughts or feelings that will get them to buy the product or service.
 |
If you wish to receive a detailed offer on or consultation on Marketing related, Copywriting or Writing solutions provided by Wagner Consulting, then please feel free to contact our Sales Team, who will gladly assist you. Marketing Division at Wagner ConsultingPhone: US: (718) 838 9533 (English speaking) US: (917) 725 3145 (Spanish speaking) EU: (718) 618 4268 E-Mail:This email address is being protected from spambots. You need JavaScript enabled to view it. |
