Motivation Research

Why consumer behave as the way they do?

Discover what consumer do not fully understood
about themselves
Unconscious motive that influence consumer
behavior

Examples
Why woman increase expenditure on cosmetics &
apparel after age of 40?
Who does what work?
How we open packages ?
Sparks Campaign
"Feeling Attractive eye wear, fashion, deodorant



Techniques
Observation
Focus Group
Depth Interview
Photographs/ Product Samples/ Advertisement/
Game Shows
Projective Techniques




Goa
Kerala
J&K
Rajasthan
Jaipur
Mysore
Kerala
Pondicherry
Uttaranchal
Bihar
Chennai
Delhi
J&K
Sikkim
Daman & Diu
0
20
40
60
80
100
120
140
Breathtaking Royal Peaceful Dull Mysterious
Association Techniques
Word Association
Personification
Analogies & Metaphors
Words & Pictures
Films & Song titles
Relationships
Completion Techniques
Sentence completion
Story Building
Cartoon Completion
Clues & Scenarios (Treasure Hunt Contest)
Theme Drawings
Enter an Advertisement

Construction Techniques
Brand Mapping
Classification
Collarge
Family tree
Laddering

Expressive Techniques
Role Play
Psychodrama
Psycho drawings
Brand Speaks
Political Speech
Nightmare / Fantacies
Confessions


Creativity Techniques
Random Input
Crossword
Pictonary
Transformation
Re - birth
Choice Ordering
Picture Sorting
Word underlining
Distance from self
Researchers Clues
Slip-of-the-tongue
fidgeting
variations in voice pitch
strong emotions
facial expressions
eye movements
avoidance of a question
fixation on an issue
body language
Researchers Clues
respondent's behavior,
mannerisms,
physical appearance,
personality characteristics, and
nonverbal communications
A typical motivational study, consisting of 30 to
50 in-depth interviews, yields 1.000 to 2.000
pages of typed verbatim dialogue.