dentsu X has released its findings from their Motivations Study, to help brands better understand the innermost drivers that influence people to act in certain ways.
The fact files dive into how Motivations play a role in customer decisions, and why traditional data often fails to capture these nuances.
Profiling more than 400,000 people in 70 markets across the world, the study has identified six core Motivations that drive everyone at varying levels: Accomplishment, Affection, Information, Possession, Power, and Protection.
Each core Motivation is comprised of 25 sub-Motivations that are defined by individual statements that help dive deeper into the uniqueness of each person and their drivers.
The Motivations Study is being released as part of dentsu X’s privately owned and operated consumer insight tool CCS. Through CCS, brands can understand audiences on a deeper, human level. This includes understanding media behaviours, lifestyles, passions, favourite brands, and category behaviours.
The Motivations fact files include a deeper look at understanding people’s motivations, highlighting its importance in understanding target audiences, bridging the expectation gap, targeting relevant audiences with creative messages, planning intricate offline events, and breaking biases in product positioning.
Prerna Mehrotra, CEO, dentsu Media APAC, said, “In today’s data-rich environment, for brands to be truly relevant, it is important for them to understand the underline motivations behind audience behaviours. We are excited to share local insights on how understanding motivations can close the disconnect between the product offering and what consumers really want. Even within markets, we see distinct nuances that make the core Motivation different from the sub-Motivation. This report will help our clients understand the human truths about their audience empowering the brand’s planning process across all marketing disciplines.”
Read the report here.
