Understanding Intent
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The document discusses research into understanding human values and motivations. Over 40 years of research across 40+ countries has identified 3 main values modes that influence behavior. Values are deeply held principles that guide attitudes and lifestyles. Values are more stable indicators of behavior compared to attitudes or observed behaviors alone. Maslow's hierarchy of needs shows how values shift from outer-directed and sustenance-focused to inner-directed and self-actualization as needs are met. Different people are motivated to buy products for different reasons aligned with their dominant values mode.
Understanding Intent
- 2. What Have We Found? Data has been collected in over 40 countries by a number of organisations In over 40 years of world-wide research we have discovered only 3 prime values based modes Best summarised by Abraham Maslow in the 1940s and 1950s 2
- 3. Why Values? Values Attitudes Behaviour Principles Lifestyles -Beliefs -Motivations Type of Research: Values Research Lifestyle Research Behavioural Research Fitness of Results: 10 - 20 Years 2-5 Years 0-2 Years 3
- 4. Relationships between Behaviour & Values Behaviour Life Styles Attitudes Values, Beliefs & Motivations VALUES, BELIEFS, AND MOTIVATIONS CAN EXPLAIN CONSUMER BEHAVIOUR 4
- 5. Maslows Hierarchy of Needs 5
- 6. Sustenance Driven Solitary Security Community Family Thrifty Price Roots Local Comfort Escapist Fearful 6
- 7. Sustenance Driven Dependence 7
- 8. Outer Directed Jet Setting Importance Wealth Position Appearance Glamour Keeping Up with the Jones Right Neighbourhood 8
- 9. Outer Directed Independence 9
- 10. Inner Directed Confident Quality Value Knowledge Information Discerning Contacts Individuality People-Focused Risk Takers 10
- 11. Inner Directed Inter-dependence 11
- 12. Satisfying and Creating Needs Changing Values Changing Changing Markets Cultures 12
- 13. Inner Directed Outer Directed Sustenance Driven PENETRATION Innovators Early Adopters Mature TIME 13
- 14. Different People Buy For Different Reasons Im eating less these days because... Sustenance Driven ...food is getting so expensive Outer Directed...I want to wear a bikini on holiday Inner DirectedI feel so much better for it 14
- 15. Values Mode Indicator Space Discipline Acquiescence Indulgent diet Complacent Luddism Respected Non-reflective Bargain hunter Looking good Honesty Distracted Pleasure Distant Sceptical Prudent Showhome Persona Asocial Busy Wrong clothes Close family Tolerant Convenience Reserved Speculate Sensitive Price conscious Local Cheerful Socialist Spiritual Rationality Irresolute Constrained spender Healthy lifestyle Modest unease Impulsive spender Coasting Budget bedlam Bodily ease Ozone friendly Gregarious Car casual WYSIWYG Interconnected Passivity TV casual Listening Solitary Non-acquisitive Artisan Eclectic Sexual awareness Money casual Beauty Self assured Financial morality Exhilaration Solo New family Unplanned Independent Equivalence No sweat Self secure Feeling good Boldness Global A Cultural Equanimity Values Model Adaptable 15
- 16. Pioneer Discipline Acquiescence Indulgent diet Complacent Luddism Respected Group 1 Transitionals Non-reflective Bargain hunter Looking good Honesty Group 2 Concerned Ethicals Distracted Pleasure Distant Sceptical Persona Prudent Showhome Group 3 Flexible Individuals Busy Asocial Wrong clothes Tolerant Close family Group 4 Transcenders Convenience Reserved Speculate Sensitive Price conscious Group 5 Tomorrow People Local Cheerful Socialist Irresolute Constrained spender Healthy lifestyle Spiritual Rationality Impulsive spender Group 6 Now People Modest unease Coasting Budget bedlam Bodily ease Car casual Gregarious Ozone friendly WYSIWYG Interconnected Passivity Group 7 Happy Follower TV casual Listening Artisan Solitary Non-acquisitive Eclectic Sexual awareness Money casual Group 8 Golden Dreamers Beauty Self assured Financial morality Exhilaration Solo New family Group 9 Certainty First Unplanned Equivalence Independent No sweat Group A Brave New World Self secure Feeling good Boldness Group B Smooth Sailing Global Group C Roots Equanimity Adaptable 16
- 17. Prospector Discipline Acquiescence Indulgent diet Complacent Luddism Respected Group 1 Transitionals Non-reflective Bargain hunter Looking good Honesty Group 2 Concerned Ethicals Distracted Pleasure Distant Sceptical Persona Prudent Showhome Group 3 Flexible Individuals Busy Asocial Wrong clothes Tolerant Close family Group 4 Transcenders Convenience Reserved Speculate Sensitive Price conscious Group 5 Tomorrow People Local Cheerful Socialist Irresolute Constrained spender Healthy lifestyle Spiritual Rationality Impulsive spender Group 6 Now People Modest unease Coasting Budget bedlam Bodily ease Car casual Gregarious Ozone friendly WYSIWYG Interconnected Passivity Group 7 Happy Follower TV casual Listening Artisan Solitary Non-acquisitive Eclectic Sexual awareness Money casual Group 8 Golden Dreamers Beauty Self assured Financial morality Exhilaration Solo New family Group 9 Certainty First Unplanned Equivalence Independent No sweat Group A Brave New World Self secure Feeling good Boldness Group B Smooth Sailing Global Group C Roots Equanimity Adaptable 17
- 18. Settler Discipline Acquiescence Indulgent diet Complacent Luddism Respected Group 1 Transitionals Non-reflective Bargain hunter Looking good Honesty Group 2 Concerned Ethicals Distracted Pleasure Distant Sceptical Persona Prudent Showhome Group 3 Flexible Individuals Busy Asocial Wrong clothes Tolerant Close family Group 4 Transcenders Convenience Reserved Speculate Sensitive Price conscious Group 5 Tomorrow People Local Cheerful Socialist Irresolute Constrained spender Healthy lifestyle Spiritual Rationality Impulsive spender Group 6 Now People Modest unease Coasting Budget bedlam Bodily ease Car casual Gregarious Ozone friendly WYSIWYG Interconnected Passivity Group 7 Happy Follower TV casual Listening Artisan Solitary Non-acquisitive Eclectic Sexual awareness Money casual Group 8 Golden Dreamers Beauty Self assured Financial morality Exhilaration Solo New family Group 9 Certainty First Unplanned Equivalence Independent No sweat Group A Brave New World Self secure Feeling good Boldness Group B Smooth Sailing Global Group C Roots Equanimity Adaptable 18
- 19. Transitionals This is the entry-level Pioneer state. They are the most rational and pragmatic of the Pioneer groups, being the most likely to trust tried and tested methods when faced with unfamiliar situations. They are open to new feelings and situations, but are the most closed down of the Pioneers in their desire for close emotional relationships. They are looking to explore mental, emotional and physical boundaries, but safely. In a nutshell life has become exciting, but they are not seen as exciting people. 19
- 20. Concerned Ethicals They need to live a life with a sense of purpose. They believe that to create a better world, which is important to them, they must themselves become better people. Life is more than just honourable behaviour; it is also about honourable intentions. They have a wide and diverse knowledge base and have a view on many subjects. They attempt to see the world in a holistic way, rather than as a set of disparate issues. They have a strongly pronounced ethical view on all aspects of their lives. They have passion for anything they become involved in, yet sometimes lack compassion for others. They can be seen as interesting and formidable rather than caring and compassionate. 20
- 21. Flexible Individuals This Values Mode is the most extreme form of self-reflective individualism. The one word to describe them would be aware. Ethics figure strongly in their lives, but it is more of a situational ethics, rather than the deep ethics found in the Concerned Ethicals. They have a much higher energy level and degree of self-sufficiency than Values Modes 1 and 2. The high energy levels, self awareness and need for growth situations (pushing their own boundaries) creates an eclecticism in their behaviours that can be confusing to others. They must break the chrysalis of reality for their evolving identities to emerge. 21
- 22. Transcenders The leading edge Values Mode. The Transcenders are the most self aware and contented of the Pioneers, but also the ones most likely to push their perceptual boundaries, in an attempt to gain greater harmony with their own value set and gain connection with others and the environment around them. They are the scouts for the rest of the Pioneers, pushing farther, faster, yet with a lightness that is not often felt by the other Pioneers. For the majority of the time, life is fun. They are intrigued by the unknown, and have a need for openness in their lives. Forgiving of themselves, they are the most likely to be forgiving of others. 22
- 23. The Tomorrow People Life is an adventure driven by a new, emerging questioning of all that they formerly held as true. Most individualistic and flexible, yet focused of the Prospectors they are searching for self-esteem, having for the most part achieved the esteem of others. Life is good today and they expect it to as good, or even better, tomorrow. They are pushing their own limits, often to the point of confusion, in their self confident and high energy way. They realize they dont need to be in control all the time and their life is becoming lighter all the time. Their highly developed social skills see them easily belonging to any group to which they aspire. They are looking for situations that create a mystique and a magic in the everyday. 23
- 24. The Now People We want the world and we want it NOW! This could be the motto for these people. They have a hunger for life and want to devour it - to consume it all. Life is a party to be enjoyed and they want to be at the centre of it. They have probably the greatest need for the approval of others and this drives their wonderful set of empathetic social skills. They attract others to them, and the high energy they create, like a magnet. They look for the flash and intensity in all situations. They want the romanticised version of reality. This can create financial bedlam, but they accept the consequences and just go ahead and do it anyway. 24
- 25. Happy Followers Focused Uncertainty is a phrase that could easily describe these optimistic and ambitious people. They are overcoming their Settler roots and are adopting the Prospector ways. They can get easily confused as to what they really want. They have the ability to pursue their dreams, but still hold out a hope that life is simpler than they are experiencing. They are beyond merely looking for recognition; they want respect. They have a respect for rules, and will use them to gain the wins that will get them the respect from others that is so important to them. This also provides the first steps toward the self-assurance they desire. While gaining respect is their focus, they are uncertain which is the more important; respect from others or self-respect. Their drive and ambition acts against them in many ways because they find themselves so busy, following the latest trends and right things to do, that they find little time just to sit down and sort out their issues. 25
- 26. Golden Dreamers These people see that dreams (aspirations and desires) can come true - they just arent too sure how it can happen for them. They are upbeat about their chances and are willing to try just about anything to achieve the dream. Their try anything mentality means they try out many different personas in an attempt to satisfy their need for acknowledgement, acceptance, belonging and esteem of others. Life isnt that hard anymore - it is more of a game, which they practice all the time. This is a transitional group, between the Settler and Prospector groups. They still hold to some of the Settler ways of thought - one being the desire for clear-cut rules; a perfect script for their lives. They are often conflicted in their desire for financial safety and the need to spend to acquire symbols of value. They are liable to cut corners to ensure they have enough money to buy the dream. 26
- 27. Certainty First In many ways the best adjusted of the Settler group. They know they want to trust the old ways. They very consciously use their experience to adjust to changes in the world, which they really want to just slow down, not necessarily reject. The past is more real to them than the future. They believe they are normal. They want answers not more questions. They are more rational than emotional. They take roles, not personas - i.e. everyone has a part to play and it a duty to perform, not an option. They are attracted to strong, simple explanations of their reality - e.g. ideologies and slogans - and tend to think in the same way. They believe that life can be much simpler than it is at the moment. 27
- 28. Brave New World These people dream, and work hard, to create a better world for themselves and others. This is the mindset that has created the modern world and the very concept of progress. As Settlers they have a basic gritty view of the world as it is. They tend to be attracted to big ideas yet tend to act in small ways. They are looking for the answers that will give them control and, by extension, safety. Life is not seen as holistic - rather it is a set of discrete situations; the smaller the better. Small equals controllable in their minds. They are prudent in their approach to money because that means safety, if they have enough. 28
- 29. Smooth Sailing Life just got better for these people. They have grown out of the Roots Values Mode and loosened-up. They want routines of convenience, routines that they dont have to think about. Rules help them do this. They dislike new ideas and ways of thinking If it aint broke, dont fix it. They know, deep down, they have to look after themselves first and that they will always put their own needs before others, whatever they may choose to say in any given situation. These are people who have an overriding need to ensure the safety and maintenance of their lives in what they perceive to be a harsh world. In brief, a combination of confrontational individualism, a low need or desire for close emotional relationships (listening and hearing others at an emotional level), a low awareness of societys needs, and their own self-limited ambition, creates a person who is still largely self contained. 29
- 30. Roots This is the base of all Values Modes - everything else is a progression from this state. Fundamentally, for them the world is threatening and they must be strong to survive in the face of the odds. Survival is the mark of success. Life is hard but they feel they are extremely self-sufficient - they have to look after number 1. There is strength in their steadfastness, but there is also isolation from others. They have low empathetic skills, as they spend much of their time attempting to control the world around them, even controlling their own desires. They are not self-reflective. Rationality is their main weapon of control. 30