cognition, motivation & behaviour
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Cognition, Motivation & BehaviourConsidering research in Emerging Markets
Marcel Rossouw @marcelrsw
15th February 2014
#wierdatwiad
Who is Fjord?WE ARE A SERVICE DESIGN CONSULTANCYWe create useful, effective and desirable services that people love.
ONE OFFICE WITH NINE FRONT DOORS
London Helsinki Berlin Madrid New York Stockholm Paris San Francisco Johannesburg
Who is Fjord?
http:// trends.fjordnet.com
A side note…
Qualitative vs QuantatativeRESEARCH
The Average South African
• 25 - 34 yr• Urban Black Female• LSM 6• Internet Access using Nokia Asha 210• Buys airtime at Spaza Shop (R90 pm)
GMSA Africa Mobile Observatory Report 2012Nielsen Insights 2011AMPS 2010 – 2011FGI Urban Commuter study 2011
But that’s not a person.
Source: Service Design: From insight to Implementation
Quantitative Qualitative
100 people
10 People
10 truths 100 insights
Source: Service Design: From insight to Implementation
Quantitative Qualitative
Explain Understand
Qualitative Research.
User Interviews. Contextual Enquiry. Immersion. Stakeholder Interviews. Ethnography. Cultural Probes. Focus Groups. Competitive Benchmarking.
Qualitative Research.
User Interviews. Contextual Enquiry. Immersion. Stakeholder Interviews. Ethnography. Cultural Probes. Focus Groups. Competitive Benchmarking.
Joe HenrichProfessor of Psychology and Economics, UBC
Steven HeineProfessor of Psychology, UBC
Ara NorenzayanSocial Psychologist, UBC
a 2008 surveyof the top six psychology journals
96%of the test subjects were Westernersin psychological studies from 2003 to 2007
70% from the US
W.E.I.R.DWestern. Educated. Industrialized. Rich. Democratic.
Spacial Cognition
Visual Perception
Economic Decision Making
Folkbiological Reasoning
TESTING THE UNIVERSALS
Visual Perception
The Müller-Lyer illusion
San
SA M
iner
Bete
Ijaw
Song
eFa
ngSu
kuTo
ro
Yuen
dum
uZu
lu
Hanun
oo
Anko
le
Bass
ari
Sene
gal
SA E
urop
ean
Evan
ston
0
5
10
15
20
25
AdultsChildren
Point of Subjective Equality (PSE)
Economic Decision Making
The Ultimatum Game
• 2 players• Player A is given R100
For both to keep the money• Player A has to sharen a portion • Player B has to accept the offer
Mar
agol
i
Hadza
Tzim
ane
Sam
buru
Shua
r
Isan
gaGus
ii
Yasa
wa
Ngana
san
Dolga
n Au
Accr
a
Sanq
uina
nga
U.S.
Surs
urun
ga0
10
20
30
40
50
60
Ultimatum Game Offer (%)Receiver has option to reject offer
Hadza
Tzim
ane
Ngana
san
Yasa
wa
Shua
r
Isan
ga
Sam
buru
Dolga
n
Sanq
uina
nga Au
Accr
aGus
ii
Mar
agol
i
Suru
sung
aU.S
.0
10
20
30
40
50
60
Income Maximising Offer (IMO)Receiver not allowed to reject offer
Folkbiological Reasoning
Folk Biology
the cognitive study of how people classify and reason about the organic world
Urban Kidsapply stronger inference from humans to bugs
than from bugs to bees
It’s a fish!Urban Kids
It’s a trout!Rural Kids
Urban KidsRelations of natural phenomena to the self.
Rural KidsRelations between of natural phenomena (incl self) and the whole.
Spacial Cognition
Egocentric
Relative tothe self
Allocentric
Relative to another object, or to a global reference.
ie.I’m to the right of the flagpole
ie.I’m behind the house
Describing the location of objects
Egocentric Allocentric
20 Languages from diverse societies
317
Describing the location of objects
JapaneseDutchEnglish
Egocentric Allocentric
17
20 Languages from diverse societies
Describing the location of objects
In Conclusion
“different cultures foster strikingly different views of the self”
Industrialised WORLD
Analytic
Egotistical
SyntheticEnvironment
Holistic
Communal
NaturalEnvironment
DevelopingWORLD
independent vs interdependent
“the content of our thoughts and their process are intertwined.” - Ara Norenzayan
Implications
CONTEXTUAL INQUIRY
One cannot study the man, without studying his culture
and environment.
SYNTHESIS
One cannot assimilate research data and make inferences without some sort of bias.
We create cultural artifacts and inject them back into societies.
DESIGN
Thank You
15th February 2014
#wierdatwiad
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