emotions and feeling markets go grow presentation feb.2017

Designing Emotion and reason to markets

7 February 2017Tore Kristensen

Design

• Several meanings• Traditional associations: form/function

Meaning of design

Simon: anyone designs, who devices aplan of action aiming at changing existing states into preferred onesHeskett: 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

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.

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. Challenges2. Actionable elements and material anchoring3. Design

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;

”embodiment”

Antonio Damasio The feeling of what happens 2000

From: Damasio The feeling of what happens

2000character content Conscious or

not

High reason Complex, flexible Meaning Conscious

FeelingsSensory pattern, intuition

Pain and pleasure (un)conscious

EmotionsComplex,

stereotyped responses

Primary and background emotions

Unconscious and moody

Basic life regulation

Simple stereotyped patterns of biological responses

Drives and motivations Unconscious

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

Pleasures of the mind• Stimulates emotions• complex• durable• Stimuli can be implicit or self

generated• Raise expectations (build

excitement)

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

Perception

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

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.

Are half the ads investments still wasted?

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

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

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

Experiment 1matching 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

Design can help markets getting through to an audience

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

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

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

Screen dump EX

Screen dump EX

outcomes• 3 scales = mission statements

expressed by the management team – dynamic – credible – international

Estimate U, for each individual

• Uin = Vin + Oin

• Repeated measures• O context, reseach setting constant

Dynamic scale for person 19

Market preferences Credible

Market preferences scale (dynamic)

Market preferences International

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

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

Experiment 2: logo for the east west bus company: transport people along the old Silk Road

between Asia and Europe

Research designDesign was made by Thai design studentConjoint 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”

4 Positions

3 kind of eyes

3 sizes of mane/tail

3 types of mane/tail

No eyeNo eye

The scales: Denmark

Scale 1 Reliable – no delayScale 2 Safety – responsible drivingScale 3 Inexpensive - good comfort

Scale 2 and scale 3 are highly correlatedScale 1 is different from scale 2 and 3

The scales: Thailand

Scale 1 Reliable – no delayScale 2 Safety – responsible drivingScale 3 Inexpensive – good comfort

Scale 2 and scale 3 are highly correlatedScale 1 is different from scale 2 and 3

Denmark and Thailand are equal

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

PositionsDenmark Pos 1 Pos 2 Pos 3 Pos 4

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

PositionsThailand Pos 1 Pos 2 Pos 3 Pos 4

Eye Denmark

Scale 1 Reliable – no delay

Scale 2 Safety – responsible driving

Scale 3 Inexpensive - god comfort

No eye

No eye

No eye

Eye Thailand

Scale 1 Reliable – no delay

Scale 2 Safety – responsible driving

Scale 3 Inexpensive - god comfort

No eye

No eye

No eye

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

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 & responsibilityweak on timeliness

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 & responsibilityweak on timeliness

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 & responsibilityweak on timeliness

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