The dark side of human motivation is explored in this presentation which postulates that the most powerful drivers are primeval human passions. Brands that understand and position themselves sharply on these are able to influence and connect strongly with consumers. The assumption that in the "Seven Deadly Sins" lie primeval forces powerful enough to drive behaviour is addressed in this presentation, and used to build a construct to understand motivation and brand positioning.
The dark side of human motivation is explored in this presentation which postulates that the most powerful drivers are primeval human passions. Brands that understand and position themselves sharply on these are able to influence and connect strongly with consumers. The assumption that in the "Seven Deadly Sins" lie primeval forces powerful enough to drive behaviour is addressed in this presentation, and used to build a construct to understand motivation and brand positioning.
Humour and market research do not really have large, directly overlapping areas. If we do a search on Google on the word 'humour' we find that the content that is relevant to our purposes is mainly focusing on the link between humour and psychology. Innumerable psychological models explore the role and significance of humour. Models of psychoanalysis that deal with the role of humour in helping people release tension might be the most well-known of these models, but there are many others too.
Using a key theory of psychoanalysis (Transactional Analysis), this paper analyses the way we run our online panels. It points out that a lot of the problems we are experiencing (declining response rates, professional respondents, etc.) are potentially a direct result of 'crossed transactions' between panel owners and panel participants. It discusses examples of how our relationship could be improved and shows how new technologies may help us realign our relationship to be on a more sustainable (and Adult&Adult) basis.
This paper presents an approach to symbolic jingle analysis. The technique is based on the concept that music plays an important part in deciding the emotional charge of an advertising message, not only reinforcing it but also giving it an exclusive emotional character. It is therefore important to ensure that the evocative content of the jingle, ie. the constellation of affective meanings it calls to the mind of the person receiving the message, are consistent with the symbolic structure of the product and its brand and with the objective of the communication strategy. The jingle analysis technique illustrated is basically an associative technique, based on theoretical concepts drawn from new orientations in psychoanalysis. After presenting . these concepts the paper covers two applications of the technique/ the choice of a jingle designed for a food product message from a set of three, and the analysis of the extent to which the music in a detergent commercial is consistent with the product.
"Life-Psycho-Analysis" is psychological analysis of ordinary people in their daily behavior. This is a method which requires to comprehensively understanding from the perspective of why do they act in their shopping behavior as consumers or their voting behavior. By comprehensively understanding (namely, to follow up and recognize what they have experienced) the psychology of respondents, we would easily succeed in developing a new concept. Therefore, Life-Psycho-Analysis also becomes a method to make a strategical proposal or to plan project through research. For this we do not necessarily need the theory of Freudian phychoanalysis nor systematical theory of phenomenology. An interviewer is required to be superb in his ability as a marketer and researcher at the same time. He has to execute six different roles (ego-functions) in his interview which promise to maintain the high quality of research and to develop new concepts. Interviews are necessary to analyze the psychology of ordinary people; there are two kinds of interviews. One kind is one-on-one and the other is a group interview. When one is just looking at the outer form of the interviews, this seems simple because the form is just that an interviewer sees respondents and talks with them. However, the TRUE nature and essence of an interview is in the structure of recognition and not in its form.
This new material can be analysed in the same way as verbal material. We start with a content-analysis and a symbolic, metaphorical and psycho-analytical interpretation of the signs sent out, just as we would with words. The only difference is that these unlock the door to the imaginary world of respondents and to their unconscious - something that words are less able to do nowadays; and this new material also supplies information on marginal and differentiating factors relating to the phenomena under study.
Born of the recognition of the irrational character of the "buying act", M.R. in its rapid growth raised - and continues to raise - criticisms and sarcasm. At the source of most of these criticisms we find a confusion between M.R. and psychoanalysis (e.g. the paper of R. Guerin on "Vente et Publicite" of June 1957). Our aim is to refute the senselessness of this confusion, while we admit the conceptual and methodological debt of social sciences and of M.R. to psychoanalysis.
Born of the recognition of the irrational character of the "buying act", M.R. in its rapid growth raised - and continues to raise - criticisms and sarcasm. At the source of most of these criticisms we find a confusion between M.R. and psychoanalysis (e.g. the paper of R. Guerin on "Vente et Publicite" of June 1957). Our aim is to refute the senselessness of this confusion, while we admit the conceptual and methodological debt of social sciences and of M.R. to psychoanalysis.