It is a fundamental principal of behavioural psychology that all behaviour derives from our attitudes, beliefs and values. When we were Marketing Practitioners we began to train in Behavioural Psychology for two reasons; first, because we were interested in applying psychology to marketing and second, because we were struck by the practical inadequacies of the psychographic and psychometric ‘insight systems’ being developed – that's because we were, and still are, very results oriented.
With existing reservations about the practical value of conventional market research it additionally seemed that fundamentals of behavioural psychology; from Maslow’s Hierarchy of Needs to Schwartz’s Circumplex were being introduced to marketing without clear ideas on how valid theory would be adapted to provide practical objective support.
When you think about how marketing decisions are usually made to encourage positive audience behaviour, they tend to be based on some combination of individual judgements, interpretations of conventional market research and previous experience or results where they are measurable and valid.
Now, what if specific audience values, beliefs and behaviours could be measured objectively into a clear guide of how to frame exactly What to Say and How to Say it – in order to engage, persuade and motivate?
Elicitation of audience motivations can be done face-to-face, over the phone, online or via a paper based questionnaire. Each medium uses the same in-depth interviewing structure, adapted from behavioural psychology, which produces a benchmark of the audience values, motivational hierarchy and structural preferences. The outputs clearly articulate those essential characteristics and provide a robust, objective marketing planning and briefing tool, so that you can directly compare how your communications deliver against each other or the needs of your audience.
Above all, our benchmarketing model is designed to deliver results.