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

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Isan

ga

Sam

buru

Dolga

n

Sanq

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nga Au

Accr

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Mar

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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