motivational differences chris rose [email protected]
TRANSCRIPT
CAMP CAT
Seven important components for effective ‘communications.
context audience messenger programmechannel action trigger
‘message’
CAMP CAT
•Context – where the message arrives•Audience – who we are communicating with•Messenger - who delivers the message•Programme – why we’re doing it
•Channel – how the message gets there •Action – what we want to happen •Trigger – what will make that happen
CAMPCAT
• T = trigger= motivation - why I’d do something
Eg
take part in an activitysupport a charity
‘Healthy Lifestyle’
• Health is a way of life and not something you’re born with (Agree)
• I am like people who make an effort to be full of vitality health and energy (Agree)
• I am willing to give up foods I love, if it means I’ll be healthier (Agree)
• It is important to get regular exercise (Agree)
Health Espouser Terrain – Age 45+
2652 UK adults, aged 45+
Strongly agree
Strongly disagree
Healthy Lifestyle
NATURE PORTRAIT ESPOUSERS (Density)
NATURE – They strongly believe that people should care for nature.Looking after the environment is important to them.
+ -
Strongly agree
Strongly disagree
It’s important that we should all care for nature
Why ?
• Not information• Or knowledge• Or opportunity
But values
Opinion, Behaviour, Values
opinion motivationbehaviour
What they say What they do Why they do it
DRIVERS
Opinion, Behaviour, Values
opinion motivationbehaviour
What they say What they do Why they do it
DRIVERS
consistency meeting needs
What does not work
opinion motivationbehaviour
What they say What they do Why they do it
informationvalues
Opinion, Behaviour, Values
opinion motivationbehaviour
What they say What they do Why they do it
consistency meeting needs
conscious sometimesconscious
Unconscious –‘common sense’
mapping needs = motivations Y + R“seven kinds of people” www.4cs.yr.com
Environics thirteen ‘Social Values Tribes’ www.environics.ca
Cultural Dynamics – 3 Maslow Groups and 12 Values Modes
www.cultdyn.co.uk
Plus Inglehart, Schwartz and others – global surveys
All Maslow based
Sel
f Act
ualis
atio
n
Aes
thet
ic C
ogni
tive
Sel
f Est
eem
Est
eem
of O
ther
s
Bel
ongi
ngS
afet
y
AirFood
Water, Sex
Security C
omfort
Love Acceptance
Recognition A
pproval
Achievem
ent
Beauty S
ymm
etry To Know
, Understand &
Explore
Meta-N
eeds, derived from Integration and Transcendence of all needs
Maslow’s Hierarchy of Needs
Pioneer
Prospector
Settler
CULTURAL DYNAMICS
SETTLER
Security
Family
Price
Local
Escapist
Solidarity
Community
Thrifty
Roots
Comfort
Fearful
PROSPECTORS
Jet Setting
Wealth
Appearance
Keeping Up with the Jones’
Right Neighbourhood
Glamour
Position
Importance
PIONEERSConfident
Value
Knowledge
Discerning
Quality
Information
Contacts
People-Focused
Risk Takers
Individuality
Same behaviour different reasons (MAFF 1980s)
“I am eating less these days because”
• I feel so much better for it (ID Pioneer)
• I diet to stay slim (OD Prospector)
• Food is so expensive (SD Settler)- food was actually cheaper at the time of the survey than it had been for years but it was a rationalization of their behavior.
users
• CISCO, Haagen Daaz, Audi, Skoda, BBC• National Trust, RSPB• Environment Agency• Bedfordshire Police, Shell, Arsenal• CSE, Nestle, Reckitt and Coleman• Natural England• Bass, Whitbread, Unilever• Henley Centre
How is Values Mode Research Different?
BehaviourValues
Principles-Beliefs-Motivations
AttitudesLifestyles
Type of Research:
Fitness of Results:
Values Research Lifestyle Research Behavioural Research
10 - 20 Years 2-5 Years 0-2 Years
Adventure
Nature
Control Others
Creativity
Visible Ability
Good Time
Caring
Sexual awareness
Be Satisfied
RulesNational Security
Safety Propriety
Loyalty
Self Choice
Justice
Visible Success
Material Wealth
Unplanned
Hedonism
Convenience
Interconnected
Self secure
Pleasure
Bargain hunter
BusyAsocial
Money casual
Gregarious
Tolerant
Sensitive
Listening
Inquisitive
Self assured
New family
Speculate
Budget bedlamImpulsive spenderHealthy lifestyle
TV casual
Novelty
Bodily easePassivity
Religion
Close family
Equanimity
ShrewdIrresolute
Coasting
Non-acquisitive
Car casualOzone friendly
Artisan
Exhilaration
Solitary
IndependentNo sweat
Financial moralitySolo
EquivalenceFeeling good
Boldness
Global
Adaptable
Non-reflective
Distant
Acquiescence
Indulgent diet
ComplacentLuddism
Constrained spender
Sceptical
Honesty
Distracted
Price conscious
Wrong clothesPrudent
Reserved
Socialist
Respected
Showhome
Looking good
Persona
Local
SpiritualCheerful
Modest unease
Discipline
WYSIWYG
Beauty
Openness
Great Britain - 2007
Adventure
Nature
Control Others
Creativity
Visible Ability
Good Time
Caring
Sexual awareness
Be Satisfied
RulesNational Security
Safety Propriety
Loyalty
Self Choice
Justice
Visible Success
Material Wealth
Unplanned
Hedonism
Convenience
Interconnected
Self secure
Pleasure
Bargain hunter
BusyAsocial
Money casual
Gregarious
Tolerant
Sensitive
Listening
Inquisitive
Self assured
New family
Speculate
Budget bedlamImpulsive spenderHealthy lifestyle
TV casual
Novelty
Bodily easePassivity
Religion
Close family
Equanimity
ShrewdIrresolute
Coasting
Non-acquisitive
Car casualOzone friendly
Artisan
Exhilaration
Solitary
IndependentNo sweat
Financial moralitySolo
EquivalenceFeeling good
Boldness
Global
Adaptable
Non-reflective
Distant
Acquiescence
Indulgent diet
ComplacentLuddism
Constrained spender
Sceptical
Honesty
Distracted
Price conscious
Wrong clothesPrudent
Reserved
Socialist
Respected
Showhome
Looking good
Persona
Local
SpiritualCheerful
Modest unease
Discipline
WYSIWYG
Beauty
Openness
Great Britain - 2007
CULTURAL DYNAMICS Email: [email protected] Cultural Dynamics Strategy and Marketing 2008
Show home
Looking Good
Respected
Persona
Pleasure
Achievement
Visible Success
Material Wealth
Power
Healthy LifestyleLocal
Tolerant
Busy
Convenience
Bargain Hunter
Distracted
Speculate
Visible Ability
Sensitive
Good TimeHedonism
SpiritualismFun
Prudent
Impulsive Spender
Asocial
Romantic Love
Traditional Family
Budget BedlamControl Others
Luddism
Religious
Conformity
Discipline
Acquiescence
Non-reflective
Security
National Security
Distant
Insular
Wrong ClothesIndulgent Diet
Safety
RulesComplacent
Reserved
Honesty
Money Casual
Skeptical
Irresolute
Be Satisfied
Socialist
Passivity
Tradition
WYSIWYG
Coasting
Non-acquisitive
Independent
Adaptable
Universalism
Equanimity
No Sweat
Openness
JusticeEquivalence
Feeling Good
Self-assured
Boldness
Artisan
Cheerful
ExhilarationAdventure
Novelty
Beauty
Listening
Sexual Awareness
Self-secure
Self-direction
Financial Morality
Unplanned
CreativityGlobal
Ozone Friendly
Inquisitive
New Family
Caring
Loyal
Benevolence
Self-choice
TV CasualNature
Shrewd
SolitaryBodily Ease
Constrained Spender
Price Conscious
Modest Unease
Car Casual
Propriety
Stimulation
British values map (8,500 base, 1,000 q’s)
Univeralism
Benevolence
Tradition
SecurityPower
Achievement
Hedonism
Stimulation
Self Direction Pioneersinner directed
CONFORMITY AND EXCLUSION
IDEALISM AND INDIVIDUALISM
OU
TER
-D
IREC
TED IN
NER-
DIRECTED
AIMLESSNESSACCEPTANCE OF VIOLENCE
ADAPTABILITY TO COMPLEXITY IN LIFE
ECOLOGICAL ALARMISM
ANOMIE
APOCALYPTIC ANXIETY
TECHNOLOGICAL ANXIETY
BELONGING TO THE "GLOBAL VILLAGE"ATTRACTION TO NATURE
ADVERTISING AS STIMULUS
ATTRACTION FOR CROWDS
ATTRACTION TO THE SIMPLE PLEASURES OF LIFE
RISK AVERSION
NEED FOR AUTONOMY
NEED FOR STATUS RECOGNITION
NEED FOR PERSONAL ACHIEVEMENT
SEARCH FOR ROOTS
NEED FOR ESCAPE
CONFIDENCE IN ADVERTISING
GOVERNMENT INVOLVEMENT
CONFIDENCE IN BIG BUSINESS
CONFIDENCE IN SMALL BUSINESS
EMOTIONAL CONNECTIVITY
AWARENESS OF MORTALITY
GLOBAL ECOLOGICAL AWARENESS
ECOLOGICAL CONSUMPTION
ETHICAL CONSUMERISM
OSTENTATIOUS CONSUMPTION
EARLY ADOPTION
STRATEGIC CONSUMPTIONCONSUMPTIVITY
CONTROL OF DESTINY
RACING AGAINST THE CLOCK
PERSONAL CREATIVITYSKEPTICISM TOWARD BIG BUSINESS
SKEPTICISM TOWARD SMALL BUSINESS
SOCIAL DARWINISM
DECONSUMPTION
CIVIL DISOBEDIENCE
AVERSION TO COMPLEXITY IN LIFE
EFFORT FOR HEALTH
EQUAL RELATIONSHIP WITH YOUTH
EQUALITY OF THE SEXES
COMMUNITY INVOLVEMENT
ENTHUSIASM FOR CONSUMPTION
ENTHUSIASM FOR TECHNOLOGY
FULFILLMENT THROUGH WORK
SAVING ON PRINCIPLE
EVERYDAY ETHICS
FATALISM
PENCHANT FOR RISK - TAKING
HETERARCHY
HYPER - RATIONALITY
IMPORTANCE OF PHYSICAL BEAUTY
IMPORTANCE OF BRAND
IMPORTANCE OF SPONTANEITY IN DAILY LIFE
IMPORTANCE OF NATIONAL SUPERIORITY
IMPORTANCE OF AESTHETICS
IMPORTANCE OF PRICE
PURSUIT OF INTENSITY ANDEMOTIONAL EXPERIENCES
INTEREST IN THE MYSTERIOUS
INTROSPECTION AND EMPATHY
REPRIORITIZING OF MONEY
REPRIORITIZING OF WORK
ETHNIC INTOLERANCE
NEO - ROMANTICISM
FLEXIBLE DEFINITION OF FAMILY
NEW SOCIAL RESPONSIBILITYOPENNESS TOWARD OTHERS
SEXUAL PERMISSIVENESS
FEAR OF VIOLENCE
ADAPTIVE NAVIGATION
JOY OF CONSUMPTION
INTUITIVE POTENTIAL
FINANCIAL CONCERN REGARDING THE FUTURE
PRIMACY OF THE FAMILY
PRIMACY OF ENVIRONMENTAL PROTECTION
UTILITARIAN CONSUMERISM
SPIRITUAL QUEST
PURSUIT OF NOVELTY
PURSUIT OF ORIGINALITY
PURSUIT OF HAPPINESS TO THE DETRIMENT OF DUTY
REGIONAL IDENTITY
REJECTION OF AUTHORITY
REJECTION OF ORDER
RELIGIOSITY
NETWORKING
DISCRIMINATING CONSUMERISM
POLYSENSORIALITY
CONCERN FOR APPEARANCE
FLEXIBILITY OF PERSONALITY
FLEXIBILITY OF GENDER IDENTITY
TIME MANAGEMENT TECHNOLOGYVITALITY LEGACY
MEANING OF LIFE
MEANING OF LIFE=FAMILY
MEANING OF LIFE=MATERIAL POSSESSIONS
RITUAL
INTUITION
ATTRACTION TO VIOLENCE
SOCIAL LEARNING
CONTROL OF PRIVACY
CULTURAL FUSION
CANADIAN IDENTITY
SCIENTISM
CYNICISMGADGET ZEAL
FLEXIBILITY OF AGE IDENTITY
DECELERATION
MUTUAL AID
REGIONALISM
Position of trendson the map
Canadian/US map (www.environics.ca) 2,500 base
CULTURAL DYNAMICSSTRATEGY & MARKETING © Cultural Dynamics Strategy & Marketing Ltd., 2003-2009. All right reserved.
Nature
Openness
Justice
Universalism
Bene
vole
nce
Caring
Loyalty
Tradition
Conformity
Religious
Be SatisfiedRules
Propriety
Security
NationalSecurity
Safety
Power
Control Others
Material
Wealth
Achi
evem
ent
Visible Success
Visible Ability
Hed
onis
m
Fun
Good Time
Stimulation
Adventure
Novelty
Self Direction
CreativitySelf Choice
International map (100+ countries) Schwarz/CDSM
Equanimity
Shrewd
Gregarious
Listening
IrresoluteCoasting
Non-acquisitive
Car casualBodily easeOzone friendlyInterconnected
InquisitiveArtisan
Exhilaration
Sexual awareness
Self assured
Passivity
Solitary
IndependentNo sweat
Financial moralitySoloNew family
EquivalenceSelf secureFeeling good
Boldness
Global
Adaptable
Non-reflective
Distant
Acquiescence
Indulgent diet
ComplacentLuddism
Constrained spender
Skeptical
Honesty
Distracted
Price conscious
Wrong clothesPrudent
Close family
Reserved
Socialist
Respected
Showhome
Looking good
Persona
Pleasure
Bargain hunter
BusyAsocial
Convenience
SensitiveSpeculate
Local
SpiritualBudget bedlamImpulsive spender
CheerfulHealthy lifestyle
Modest unease
Discipline
Tolerant
WYSIWYGTV casual
Money casualBeauty
Unplanned
CULTURAL DYNAMICS
People move this way
Equanimity
Shrewd
Gregarious
Listening
IrresoluteCoasting
Non-acquisitive
Car casualBodily easeOzone friendlyInterconnected
InquisitiveArtisan
Exhilaration
Sexual awareness
Self assured
Passivity
Solitary
IndependentNo sweat
Financial moralitySoloNew family
EquivalenceSelf secureFeeling good
Boldness
Global
Adaptable
Non-reflective
Distant
Acquiescence
Indulgent diet
ComplacentLuddism
Constrained spender
Skeptical
Honesty
Distracted
Price conscious
Wrong clothesPrudent
Close family
Reserved
Socialist
Respected
Showhome
Looking good
Persona
Pleasure
Bargain hunter
BusyAsocial
Convenience
SensitiveSpeculate
Local
SpiritualBudget bedlamImpulsive spender
CheerfulHealthy lifestyle
Modest unease
Discipline
Tolerant
WYSIWYGTV casual
Money casualBeauty
Unplanned
CULTURAL DYNAMICS
New behaviours move this way
Needs summary
UNMET NEEDS
BELONGING
SAFETYESTEEM OF OTHERS
SELF ESTEEM
ETHICAL COMPLEXITY
ETHICAL CLARITY
SustenanceDriven
Outer Directed
InnerDirected
Prospectors – outer directed: need for success, esteem of others then self esteem. Acquire and display symbols of success.
Settlers - need for security driven: safety, security, identity belonging. Keep things small, local, avoid risk
Pioneers – inner directed. Need to connect actions with values, explore ideas, experiment. Networking, interests, ethics, innovation
Drivers and behaviours – unmet needs
campaignstrategy.org
International aid charitysupporters
What this means for your campaign
Campaign proposition/ ask/
offer
Can it make me / my country/ organisationlook good, be recognized as better or best, successful , materially better off ? Is it fun, enjoyable ? Is it the right answer ?
Can it make me / my country/ organisation/ family safe ? Does authority say it is the right thing to do (rules) ? Is it tradition ?
Is it ethically the right thing to do ? Is it asking the right question ? It is just, global, benevolent, innovative ? Does it increase self-choice ? Does it help me connect, make a difference ?
VBCOP strategyValues
Behaviour
Consistency
Opinion
Politics
Design public engagement which does this – match action ask to values – get the new behaviour – reward and remind
People do this unconsciously
Reveal the opinion. This can be revealed/measured/ made to count
In ways which change this (politicians try to stay ‘in step’ (eg use media …)
What you can do
• Match your proposition to needs ‘feels right’ ‘makes sense’ eg 100 Ideas House for Prospectors
• Find a common denominator (eg being a parent/ children)
• Avoid logjam of violent agreement (‘public’ debate or discussion across all Groups/Modes)
• Utilise emulation dynamic (start new behaviours with Pioneers)
Heuristics
Rules of thumb
eg effort, exchange, consistency
Resources
• www.cultdyn.co.uk – values• www.thechangeagency.org• www.campaignstrategy.org – see
Newsletters • http://www.thesun.co.uk/sol/
homepage/news/special_events/green_week/
Climate Change Example
From www.campaignstrategy.org/whogivesastuff.pdf
For 20 years politicians have heard a lot on climate from a
lot of different people
But these people tend to share common values
such as care for nature, justice, open-ness, caring, self-choice, global thinking, benevolence,
ethics
This is the ethical base – ok not just this lot
We can map these values
CULTURAL DYNAMICS Email: [email protected] Cultural Dynamics Strategy and Marketing 2008
Show home
Looking Good
Respected
Persona
Pleasure
Achievement
Visible Success
Material Wealth
Power
Healthy LifestyleLocal
Tolerant
Busy
Convenience
Bargain Hunter
Distracted
Speculate
Visible Ability
Sensitive
Good TimeHedonism
SpiritualismFun
Prudent
Impulsive Spender
Asocial
Romantic Love
Traditional Family
Budget BedlamControl Others
Luddism
Religious
Conformity
Discipline
Acquiescence
Non-reflective
Security
National Security
Distant
Insular
Wrong ClothesIndulgent Diet
Safety
RulesComplacent
Reserved
Honesty
Money Casual
Skeptical
Irresolute
Be Satisfied
Socialist
Passivity
Tradition
WYSIWYG
Coasting
Non-acquisitive
Independent
Adaptable
Universalism
Equanimity
No Sweat
Openness
JusticeEquivalence
Feeling Good
Self-assured
Boldness
Artisan
Cheerful
ExhilarationAdventure
Novelty
Beauty
Listening
Sexual Awareness
Self-secure
Self-direction
Financial Morality
Unplanned
CreativityGlobal
Ozone Friendly
Inquisitive
New Family
Caring
Loyal
Benevolence
Self-choice
TV CasualNature
Shrewd
SolitaryBodily Ease
Constrained Spender
Price Conscious
Modest Unease
Car Casual
Propriety
Stimulation
British map
Univeralism
Benevolence
Tradition
SecurityPower
Achievement
Hedonism
Stimulation
Self Direction
CULTURAL DYNAMICSSTRATEGY & MARKETING © Cultural Dynamics Strategy & Marketing Ltd., 2003-2009. All right reserved.
Nature
Openness
Justice
Universalism
Bene
vole
nce
Caring
Loyalty
Tradition
Conformity
Religious
Be SatisfiedRules
Propriety
Security
NationalSecurity
Safety
Power
Control Others
Material
Wealth
Achi
evem
ent
Visible Success
Visible Ability
Hed
onis
m
Fun
Good Time
Stimulation
Adventure
Novelty
Self Direction
CreativitySelf Choice
International map (Schwartz)
The point is that almost all of the calls for climate action come from
just one bit of the map …
Nature
Openness
Justice
UniversalismBe
nevo
lenc
e
Caring
LoyaltyTradition
Conformity
Religious
Be SatisfiedRules
Propriety
Security
NationalSecurity
Safety
Power
Control Others
Material
Wealth
Achi
evem
ent
Visible Success
Visible Ability
Hed
onis
m
Fun
Good Time
Stimulation
Adventure
Novelty
Self Direction
CreativitySelf Choice
These are the values of your base
They campaign in these terms
So politicians keep hearing and seeing the same thing from the same group of people
– a minority in almost all countries
Nature
Openness
Justice
Universalism
Bene
vole
nce
Caring
Loyalty
Tradition
Conformity
Religious
Be SatisfiedRules
Propriety
Security
NationalSecurity
Safety
Power
Control Others
Material
Wealth
Achi
evem
ent
Visible Success
Visible Ability
Hed
onis
m
Fun
Good Time
Stimulation
Adventure
Novelty
Self Direction
CreativitySelf Choice
They aren’t hearing much demand or support from other parts of the map …
with values like these
andthese folkhavevotes
CULTURAL DYNAMICSSTRATEGY & MARKETING © Cultural Dynamics Strategy & Marketing Ltd., 2003-2009. All right reserved.
Nature
Openness
Justice
Universalism
Bene
vole
nce
Caring
Loyalty
Tradition
Conformity
Religious
Be SatisfiedRules
Propriety
Security
NationalSecurity
Safety
Power
Control Others
Material
Wealth
Achi
evem
ent
Visible Success
Visible AbilityH
edon
ism
Fun
Good Time
Stimulation
Adventure
Novelty
Self Direction
CreativitySelf Choice
Power versus Univeralism (a key antagonism)Repeated
campaigning in the values terms of the base also sets up debate with those of opposing values, as they feel they threatentheir success
CULTURAL DYNAMICSSTRATEGY & MARKETING © Cultural Dynamics Strategy & Marketing Ltd., 2003-2009. All right reserved.
Nature
Openness
Justice
Universalism
Bene
vole
nce
Caring
Loyalty
Tradition
Conformity
Religious
Be SatisfiedRules
Propriety
Security
NationalSecurity
Safety
Power
Control Others
Material
Wealth
Achi
evem
ent
Visible Success
Visible AbilityH
edon
ism
Fun
Good Time
Stimulation
Adventure
Novelty
Self Direction
CreativitySelf Choice
And these people find climate campaigns are ‘no fun’
CULTURAL YNAMICSSTRATEGY & MARKETING © Cultural Dynamics Strategy & Marketing Ltd., 2003-2009. All right reserved.
Nature
Openness
Justice
UniversalismBe
nevo
lenc
e
Caring
LoyaltyTradition
Conformity
Religious
Be SatisfiedRules
Propriety
Security
NationalSecurity
Safety
Power
Control Others
Material
Wealth
Achi
evem
ent
Visible Success
Visible Ability
Hed
onis
m
Fun
Good Time
Stimulation
Adventure
Novelty
Self Direction
CreativitySelf Choice
And these people don’t like changecampaigns, especially global ones…So …
Nature
Openness
Justice
Universalism
Bene
vole
nce
Caring
Loyalty
Tradition
Conformity
Religious
Be SatisfiedRules
Propriety
Security
NationalSecurity
Safety
Power
Control Others
Material
Wealth
Achi
evem
ent
Visible Success
Visible Ability
Hed
onis
m
Fun
Good Time
Stimulation
Adventure
Novelty
Self Direction
CreativitySelf Choice
Politicians need to hear ‘yes’ on climate action from people with these values too
‘climate’ for Prospectors
Settler, Prospector, Pioneer propositions, + messengers
www.treehouseclapham.org.uk
Will Anderson
Energy independence = safety
Sign of success = power /right stuff to own
Ethically right thing to do