Marketing to Mindstates: The Practical Guide to Applying Behavior Design to Research and Marketing by Will Leach

Author:Will Leach [Leach, Will]
Language: eng
Format: epub
Publisher: Lioncrest Publishing
Published: 2018-10-29T16:00:00+00:00

Other Ways to Uncover Motivations

To round out our list of research tactics, marketers should consider using two creative exercises: drawing and role-playing.

In a projected drawing exercise (or any type of fill-in-the-blank exercise), you’d ask this type of question: “Draw for me a situation where you would be a great dad.” If they say that being a great father means showing affection, loving their child, and protecting their family, you know they’re motivated by nurturance and security.

For creative role-playing, place people into situations of authority and power. “I want you to pretend you are the CEO of Walmart,” you could say. “I want you, as a person in a position of authority, to tell us the ideal experience for someone who buys this product. What would make a five-star experience? How about a six-star? Seven?” The more you let people talk and play out the role, the more likely they’ll speak about what drives the ideal experience, and you’ll recognize their underlying motivations.

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