Motivations can be difficult to articulate and therefore strategies based on motivation can sometimes be a little vague or unclear. Synovate Censydiam has developed a framework, which has been validated and can help brands understand people's motivations in relation to their brand positioning and communication. We have created an interactive compass to guide you around the world of human motivations.
Click on an attribute below to get started.
Enjoyment is all about maximising the pleasure I get
out of life and enjoying myself without worrying about the consequences. I go a little
crazy, overindulge myself and lose all inhibitions. I am spontaneous, follow my instincts
and live for the moment. The purpose of consumption is abundance and enjoyment. It is
impulsive and sometimes excessive or even manic.
Conviviality is all about wanting to be connected
with other people. For me, meeting people is a joy. I love having good times with good
friends and loved ones. Interacting and sharing experiences means letting go of any
differences we might have. It is about opening up emotionally, being romantic or allowing
others to be part of your life – on or off line.
Belonging is all about being surrounded by people
who accept me as I am, as an equal and who make me feel welcome. Belonging is about the need
to be part of society or a group. Part of this is linked to following norms and traditions
just because we are part of that culture or group. It is about togetherness, brotherhood,
camaraderie, taking care of others, being taken care of by others, and doing and feeling good.
Security is about the experience of relaxation,
tranquillity and safety. These are the moments one feels the need to retreat and recharge.
One is looking for an experience that soothes, comforts and takes away the stresses and strains
of hectic daily life. These are the times one withdraws to a physical or mental space that is
free from worry or responsibility – an almost childlike state of feeling safe and
cared for.
Control is about keeping myself in check and hiding
my emotions and feelings. It is not that I don't have emotions, I just don't want to let them
out or let them be seen by others. There are times when I want to try to be as cool, calm and
collected as possible. There are also moments when I like to be completely in control, to keep
things in order, have discipline and stick to a routine which feels quite comfortable and safe.
This gives me a sense of stability and structure.
Recognition is about feeling unique, special and ahead
of the pack. The Recognition dimension reflects the need to stand out from the crowd and break
from convention. Recognition is all about being proud of one's own special ability and competence
intellectually, culturally and materially.
Power is about the need to be the best. It relates to
the desire I have to be respected, praised and acknowledged for the choices I make and for the
successes I have achieved in my life. The Power dimension reflects my social status and the need
to be an authority and a leader of others.
Vitality is about adventure, testing your boundaries
and discovering new things. It taps into the need we have to step outside of our comfort zone,
to explore our environment and to achieve independence (away from others). It is when we travel
and experience the exotic and the unusual to be stimulated and excited. Vitality is all about
experiencing freedom, passion and adventure, buzzing about, spending energy, and feeling very
much alive and kicking.
To learn more about Censydiam and how Human Motivations inspire marketing, see our interactive flip book or contact us.