Presented by Ajay Mohan, Director of Partner & Web Marketing APAC, Intel
at Qualitative360 Asia 2013
19-21 November 2013, Singapore
This event is proudly organised by Merlien Institute
Check out our upcoming events by visiting http://qual360.com/
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.