Viewing entries tagged
psychology

Love. It’s what makes Subaru’s marketing successful

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Love. It’s what makes Subaru’s marketing successful

Marketers are most effective when they are successful at aligning a product, brand, and/or message with consumers’ inner most values. Values are the driving force behind what people feel, think, believe, desire, consume, experience, and share. These characteristics go deeper than the demographic segmentation that marketers have been doing for ages. Researchers at Zenzi’s Social Values Project have worked to collect unique insights relating to people’s individual social values and how it relates to their buying behavior and preferences.  After extensive research and testing, the team has classified six distinct orientations of values across which most people are distributed.

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Your Values Predict the Stories You Choose

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Your Values Predict the Stories You Choose

Human beings are storytelling animals. A key communications strategy for the post-modern world is learning to tell a company story that resonates with one’s clients deeper motivations. How can research on values help you do that? One of the central tenets of the research we do is that values are not monolithic. Different people value different things and these values predict the kinds of stories that one enjoys. People who value Power, Achievement, Spirituality, Tradition, Conformity, and Security seem to prefer stories that are closer to them, which they can relate to. In contrast, individuals who value Universalism, Self-Direction, Stiumulation, and Hedonism report a greater preference for stories that provide more of an escape from their everyday existence.

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Uncovering Value Types: Prestige vs. Pleasure

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Uncovering Value Types: Prestige vs. Pleasure

Zenzi’s Social Values Project seeks to identify key markers of consumer values in order to allow brands to communicate with their customers on a deeper, value-based level. Two of the value-driven motivational types the project has uncovered are Prestige Seekers and Pleasure Seekers. While these two types are similar, there are also key differences that could significantly impact the effectiveness of messaging targeted to these consumers. First let’s look at a description of both:

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Social Values Project to be featured at FutureM Conference

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Social Values Project to be featured at FutureM Conference

Zenzi Communications’ Social Values Project is being presented at this year’s FutureM conference October 16 – 18. Data Scientist Ravi Iyer will be sharing the game-changing results of The Social Values Project, which leverages the ubiquity of large connected data graphs from sources like Facebook, Twitter, and Ranker to provide a more complete understanding of the modern consumer. The session, “Using Big Data to Reveal Consumer Values and Inform Storytelling,” will take place on Thursday, October 17 from 2pm to 3pm.

The Social Values Project blends cutting-edge psychology, marketing and data science to get to the heart of what motivates people’s behavior. The resulting insights help businesses connect with customers and employees on a deeper level by understanding and speaking to their inner values, needs and desires.

“Data science is most commonly used to optimize ads using a very narrow view of the consumer,” said Iyer. “Leveraging connected datasets to understand the consumer’s deeper motivations is bound to transform the future of marketing and consumer messaging strategies. With more ways than ever before to communicate, values are the missing link to building meaningful connections with people, thereby influencing product preference and purchase decisions.”

This informative session will illustrate how online data can be used to understand the deeper values and motivations of consumers and act upon them. Additionally, techniques will be shared for mining actionable insight from graphs of data. By understanding their lasting motivations, brands can begin to find customers who will resonate with their strengths and tell value-specific stories that will turn customers into advocates.

Ravi Iyer has been heading up the research and data analysis that has become the foundation of the Social Values Project. Mr. Iyer is a data scientist for Ranker and Zenzi who combines more than 15 years of technology industry experience with a Ph.D. in Social Psychology from the University of Southern California. He has authored more than 20 publications in top scholarly journals and his work has been featured in the New York Times, Atlantic, Wall St. Journal, and at South by Southwest Interactive.

FutureM brings a one-of-a-kind experience to Marketing and Media trendsetters by debating the cutting-edge development and future landscape of Marketing. The programs are unique, forward-thinking, and will challenge, integrate and bring to life what tomorrow holds for businesses in the digital age.

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