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November 20-21, 2013 | Singapore
Twitter Hashtag #QUAL360
Platinum Sponsor

Media Sponsors

Association Partners
Emotionalizing Performance

Ajay Mohan
1
Emotional Inquiry: Methodological
Approach
Use visualization techniques to Gain a Deeper Understanding of the unarticulated emotional drivers and
motivations behind “performance.”
• Consumer behavior is most often driven by unarticulated, unconscious drivers
• During one-on-one interviews, Brandtrust asked respondents to visualize with their “mind’s eye” pictures associated with
formative experiences in their life
• Using a beginner’s mind, the research team employed a dynamic, indirect probing process to circumvent rational “scripts,”
avoid priming and tap into deeper emotional landscape
• Over the course of the research, Brandtrust identified and isolated thematic patterns that are embedded in the evocative
language and metaphors that respondents used to share their storiesSao Paulo
Brazil
30 in-depth
interviews
were
Conducted
in US

36 in-depth
Interviews were
Conducted
internationally

Munich
Germany

Shanghai
China
2

Further
EM
Deep
Dive
40
In-depth
Interviews
conducted

Lanzhou,
China

Mumbai,
India
Insights are organized by Human & Computer
Performance
Insights about
Human
Performance

Insights about
Computer
Performance

– The Drive to
Perform
– The Transcendent
Performance

Conducted
across 4
different
continents

– Speed and the
Manipulation of
Time

– Open to
Windows of
Potential
Human Performance
Human Performance: The Drive to Perform
Human performance is the process of organizing chaos into order
It is dependent on a person’s ability to harness chaos and make sense out of it so that it can either be minimized or used
in a meaningful way

Participating in specific rituals of preparation provides instruction for how to tame the chaos
Through practice and training, people discipline themselves to perform up to their potential—they learn to focus in a
productive way

Performance is a journey of discipline, not a single event
People talked about performance in three distinct stages:
–

Preparation and training for the performance

–

Giving the performance itself

–

Receiving approval from others

In Brazil and Germany, the entire journey is important but more emphasis is usually placed on the performance itself
5
Human Performance: The Drive to Perform
Human performance is the way to prove something to self and others
-Approval is like a drug—it feels good but one never gets enough approval.
-Germans, Brazilians and Chinese need self approval but they tend to see their own performance from those that
dole out the approval.

The result of a good performance is the transformation of identity
-Americans seek out challenges that will take them to their “personal edge” to become their inspirational self.
- In Brazil, China and Germany, performance did not seems to be part of the consumer transformation journey—a
finding that should be validated further.

6
Human Performance: The Transcendent Performance
Flow is the evidence of mastery over chaos
When a performance is being successfully delivered, people describe this moment as being “in the flow” or “in the moment”.

This hyper-focus on the present situation helps people maximize the investment of preparation time and energy.

Flow allows people to act out of their natural instincts
When people are in a state of flow, they process the environment around them without conscious management.

Flow is born out of self-confidence
The state of flow does not happen at random—confidence and self-assurance due to preparation is required to deliver a
successful performance.
Computer Performance
Computer Performance: Speed and Manipulation of Time
The computer is a portal that transports people away from their everyday lives
When a computer is performing optimally, the user is able to transcend the limitations of time and escape to a state of flow
with the computer.
During these moments, the computer is so responsive to the user’s commands that it creates a separate sense of reality.

A fast computer creates an enhanced experience of time
When the computer facilitates a seamless, undisturbed experience, computer users lose themselves in this experience and
become completely unaware of the passage of time.

Additionally, some people believe that they are able to overcome the limitations of time when the computer works efficiently
because it irrationally gives them more time to do other tasks.

9
Computer Performance: Speed and Manipulation of Time
Speed is not a rational measurement; instead, it is an evaluation of the emotional and qualitative
experience of time
Generally, consumers do not understand how product specifications (i.e., processor speed) will impact the desired experience of flow.
Consumers evaluate computer performance in terms of its ability to create an uninterrupted experience.

When flow is interrupted, the illusion of time instantly disappears
People are consciously aware of the computer’s performance only when it is not performing well.

10
Computer Performance: Windows of Potential
Multi-tasking is not about doing; it is about connecting with an aspirational, multi-dimensional
sense of being
The ability to multi-task and productivity are less about doing several things at once and more about the desire to connect
with different aspects of their identities.

When people are using Skype, perusing different food websites, and reading news feeds at the same time, they are
declaring that they are open to exploring how they can become better family members and friends, better moms and
cooks, and smarter, more current members of society.

Leaving multiple windows open is symbolic of being open to the multi-dimensional aspects of the
self
Open windows and applications represent “windows of potential,” where people feel free to investigate their different
identities—each expressed within a window left open.

On the other hand, shutting down an application or closing out a specific webpage is synonymous with closing off to that
11
part of themselves.
Patterns Across Emerging Markets: Human Performance
Human
performance is
the process of
organizing
chaos
into order.

Participating in
specific rituals
of preparation
provide
instruction for
how to tame
the chaos.

The drive to
perform at
one's best is
ultimately to
receive
approval from
others

The following insights are consistent across Brazil, China and

When a
performance is
being delivered
successfully,
people
describe being
“ in the flow",
where they
process their
environs
almost
involuntarily &
feel impervious
to failure.
Patterns Across Emerging Markets: Computer Performance
When the
computer
facilitates a
seamless,
undisturbed
experience,
computer users
lose themselves
in the moment.

.

Speed is not a
rational
measurement,
but rather an
evaluation of the
emotional,
qualitative
experience of
time. When flow
is interrupted,
the illusion of
time instantly
disappears.

The following insights are consistent across Brazil, China and
India:
Patterns Across Emerging Markets:
Areas of Misalignment between Brazil and Emerging Markets in Asia:

The use of multitasking while on
the computer in
order to achieve
an idealized,
multi-faceted
version of the self
was a stronger,
clearer theme in
Brazil, as it was
in the United
States and
Germany

Despite a culture with a rich emphasis
on family and social connections,
Brazil had a more individualistic
focus, which was also more closely
aligned with the findings in the United
States and Germany.

While it was a common experience to
value extrinsic validation more than
an intrinsic sense of achievement
across the globe, western
respondents also lent emotional
importance to the cementing of selfbelief through internal validation.
Thank You
Platinum Sponsor

Media Sponsors

Association Partners
November 20-21, 2013 | Singapore
Twitter Hashtag #QUAL360

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Emotionalizing Performance - Intel

  • 1. November 20-21, 2013 | Singapore Twitter Hashtag #QUAL360
  • 4. Emotional Inquiry: Methodological Approach Use visualization techniques to Gain a Deeper Understanding of the unarticulated emotional drivers and motivations behind “performance.” • Consumer behavior is most often driven by unarticulated, unconscious drivers • During one-on-one interviews, Brandtrust asked respondents to visualize with their “mind’s eye” pictures associated with formative experiences in their life • Using a beginner’s mind, the research team employed a dynamic, indirect probing process to circumvent rational “scripts,” avoid priming and tap into deeper emotional landscape • Over the course of the research, Brandtrust identified and isolated thematic patterns that are embedded in the evocative language and metaphors that respondents used to share their storiesSao Paulo Brazil 30 in-depth interviews were Conducted in US 36 in-depth Interviews were Conducted internationally Munich Germany Shanghai China 2 Further EM Deep Dive 40 In-depth Interviews conducted Lanzhou, China Mumbai, India
  • 5. Insights are organized by Human & Computer Performance Insights about Human Performance Insights about Computer Performance – The Drive to Perform – The Transcendent Performance Conducted across 4 different continents – Speed and the Manipulation of Time – Open to Windows of Potential
  • 7. Human Performance: The Drive to Perform Human performance is the process of organizing chaos into order It is dependent on a person’s ability to harness chaos and make sense out of it so that it can either be minimized or used in a meaningful way Participating in specific rituals of preparation provides instruction for how to tame the chaos Through practice and training, people discipline themselves to perform up to their potential—they learn to focus in a productive way Performance is a journey of discipline, not a single event People talked about performance in three distinct stages: – Preparation and training for the performance – Giving the performance itself – Receiving approval from others In Brazil and Germany, the entire journey is important but more emphasis is usually placed on the performance itself 5
  • 8. Human Performance: The Drive to Perform Human performance is the way to prove something to self and others -Approval is like a drug—it feels good but one never gets enough approval. -Germans, Brazilians and Chinese need self approval but they tend to see their own performance from those that dole out the approval. The result of a good performance is the transformation of identity -Americans seek out challenges that will take them to their “personal edge” to become their inspirational self. - In Brazil, China and Germany, performance did not seems to be part of the consumer transformation journey—a finding that should be validated further. 6
  • 9. Human Performance: The Transcendent Performance Flow is the evidence of mastery over chaos When a performance is being successfully delivered, people describe this moment as being “in the flow” or “in the moment”. This hyper-focus on the present situation helps people maximize the investment of preparation time and energy. Flow allows people to act out of their natural instincts When people are in a state of flow, they process the environment around them without conscious management. Flow is born out of self-confidence The state of flow does not happen at random—confidence and self-assurance due to preparation is required to deliver a successful performance.
  • 11. Computer Performance: Speed and Manipulation of Time The computer is a portal that transports people away from their everyday lives When a computer is performing optimally, the user is able to transcend the limitations of time and escape to a state of flow with the computer. During these moments, the computer is so responsive to the user’s commands that it creates a separate sense of reality. A fast computer creates an enhanced experience of time When the computer facilitates a seamless, undisturbed experience, computer users lose themselves in this experience and become completely unaware of the passage of time. Additionally, some people believe that they are able to overcome the limitations of time when the computer works efficiently because it irrationally gives them more time to do other tasks. 9
  • 12. Computer Performance: Speed and Manipulation of Time Speed is not a rational measurement; instead, it is an evaluation of the emotional and qualitative experience of time Generally, consumers do not understand how product specifications (i.e., processor speed) will impact the desired experience of flow. Consumers evaluate computer performance in terms of its ability to create an uninterrupted experience. When flow is interrupted, the illusion of time instantly disappears People are consciously aware of the computer’s performance only when it is not performing well. 10
  • 13. Computer Performance: Windows of Potential Multi-tasking is not about doing; it is about connecting with an aspirational, multi-dimensional sense of being The ability to multi-task and productivity are less about doing several things at once and more about the desire to connect with different aspects of their identities. When people are using Skype, perusing different food websites, and reading news feeds at the same time, they are declaring that they are open to exploring how they can become better family members and friends, better moms and cooks, and smarter, more current members of society. Leaving multiple windows open is symbolic of being open to the multi-dimensional aspects of the self Open windows and applications represent “windows of potential,” where people feel free to investigate their different identities—each expressed within a window left open. On the other hand, shutting down an application or closing out a specific webpage is synonymous with closing off to that 11 part of themselves.
  • 14. Patterns Across Emerging Markets: Human Performance Human performance is the process of organizing chaos into order. Participating in specific rituals of preparation provide instruction for how to tame the chaos. The drive to perform at one's best is ultimately to receive approval from others The following insights are consistent across Brazil, China and When a performance is being delivered successfully, people describe being “ in the flow", where they process their environs almost involuntarily & feel impervious to failure.
  • 15. Patterns Across Emerging Markets: Computer Performance When the computer facilitates a seamless, undisturbed experience, computer users lose themselves in the moment. . Speed is not a rational measurement, but rather an evaluation of the emotional, qualitative experience of time. When flow is interrupted, the illusion of time instantly disappears. The following insights are consistent across Brazil, China and India:
  • 16. Patterns Across Emerging Markets: Areas of Misalignment between Brazil and Emerging Markets in Asia: The use of multitasking while on the computer in order to achieve an idealized, multi-faceted version of the self was a stronger, clearer theme in Brazil, as it was in the United States and Germany Despite a culture with a rich emphasis on family and social connections, Brazil had a more individualistic focus, which was also more closely aligned with the findings in the United States and Germany. While it was a common experience to value extrinsic validation more than an intrinsic sense of achievement across the globe, western respondents also lent emotional importance to the cementing of selfbelief through internal validation.
  • 19. November 20-21, 2013 | Singapore Twitter Hashtag #QUAL360