Established social/psychological theory tells us that behaviors are the product of fundamental motivations — why people want what they want and do what they do — and while behaviors may change, motivations generally remain the same.
In the 1990s, MarketResponse International developed a research methodology to define and quantify segments based on consumer motivations. Originally designed as a means of understanding brands across the many cultures of Europe, the method can isolate the core motivations that manifest themselves in the behaviors Big Data now tracks. Today, it provides a platform for hosting adaptive or interactive customer experiences.
Getting in front of today’s consumer requires getting to the core motivations of an individual’s needs and self-image. This report defines the four motivational segments that will reveal why your brand or product is missing out on significant shares of the market, as well as your potential path for growth.