Motivational Differences Chris Rose chris@campaignstrategy.co.uk

Motivational Differences

Chris Rosechris@campaignstrategy.co.uk

www.campaignstrategy.org

CAMP CAT

Seven important components for effective ‘communications.

context audience messenger programmechannel action trigger

‘message’

CAMP CAT

•Context – where the message arrives•Audience – who we are communicating with•Messenger - who delivers the message•Programme – why we’re doing it

•Channel – how the message gets there •Action – what we want to happen •Trigger – what will make that happen

CAMPCAT

• T = trigger= motivation - why I’d do something

Eg

take part in an activitysupport a charity

‘Healthy Lifestyle’

• Health is a way of life and not something you’re born with (Agree)

• I am like people who make an effort to be full of vitality health and energy (Agree)

• I am willing to give up foods I love, if it means I’ll be healthier (Agree)

• It is important to get regular exercise (Agree)

Health Espouser Terrain – Age 45+

2652 UK adults, aged 45+

Strongly agree

Strongly disagree

Healthy Lifestyle

NATURE PORTRAIT ESPOUSERS (Density)

NATURE – They strongly believe that people should care for nature.Looking after the environment is important to them.

+ -

Strongly agree

Strongly disagree

It’s important that we should all care for nature

Why ?

• Not information• Or knowledge• Or opportunity

But values

Opinion, Behaviour, Values

opinion motivationbehaviour

What they say What they do Why they do it

DRIVERS

Opinion, Behaviour, Values

opinion motivationbehaviour

What they say What they do Why they do it

DRIVERS

consistency meeting needs

What does not work

opinion motivationbehaviour

What they say What they do Why they do it

informationvalues

Opinion, Behaviour, Values

opinion motivationbehaviour

What they say What they do Why they do it

consistency meeting needs

conscious sometimesconscious

Unconscious –‘common sense’

mapping needs = motivations Y + R“seven kinds of people” www.4cs.yr.com

Environics thirteen ‘Social Values Tribes’ www.environics.ca

Cultural Dynamics – 3 Maslow Groups and 12 Values Modes

www.cultdyn.co.uk

Plus Inglehart, Schwartz and others – global surveys

All Maslow based

Sel

f Act

ualis

atio

n

Aes

thet

ic C

ogni

tive

Sel

f Est

eem

Est

eem

of O

ther

s

Bel

ongi

ngS

afet

y

AirFood

Water, Sex

Security C

omfort

Love Acceptance

Recognition A

pproval

Achievem

ent

Beauty S

ymm

etry To Know

, Understand &

Explore

Meta-N

eeds, derived from Integration and Transcendence of all needs

Maslow’s Hierarchy of Needs

Pioneer

Prospector

Settler

CULTURAL DYNAMICS

SETTLER

Security

Family

Price

Local

Escapist

Solidarity

Community

Thrifty

Roots

Comfort

Fearful

PROSPECTORS

Jet Setting

Wealth

Appearance

Keeping Up with the Jones’

Right Neighbourhood

Glamour

Position

Importance

PIONEERSConfident

Value

Knowledge

Discerning

Quality

Information

Contacts

People-Focused

Risk Takers

Individuality

Same behaviour different reasons (MAFF 1980s)

“I am eating less these days because”

• I feel so much better for it (ID Pioneer)

• I diet to stay slim (OD Prospector)

• Food is so expensive (SD Settler)- food was actually cheaper at the time of the survey than it had been for years but it was a rationalization of their behavior.

users

• CISCO, Haagen Daaz, Audi, Skoda, BBC• National Trust, RSPB• Environment Agency• Bedfordshire Police, Shell, Arsenal• CSE, Nestle, Reckitt and Coleman• Natural England• Bass, Whitbread, Unilever• Henley Centre

How is Values Mode Research Different?

BehaviourValues

Principles-Beliefs-Motivations

AttitudesLifestyles

Type of Research:

Fitness of Results:

Values Research Lifestyle Research Behavioural Research

10 - 20 Years 2-5 Years 0-2 Years

Adventure

Nature

Control Others

Creativity

Visible Ability

Good Time

Caring

Sexual awareness

Be Satisfied

RulesNational Security

Safety Propriety

Loyalty

Self Choice

Justice

Visible Success

Material Wealth

Unplanned

Hedonism

Convenience

Interconnected

Self secure

Pleasure

Bargain hunter

BusyAsocial

Money casual

Gregarious

Tolerant

Sensitive

Listening

Inquisitive

Self assured

New family

Speculate

Budget bedlamImpulsive spenderHealthy lifestyle

TV casual

Novelty

Bodily easePassivity

Religion

Close family

Equanimity

ShrewdIrresolute

Coasting

Non-acquisitive

Car casualOzone friendly

Artisan

Exhilaration

Solitary

IndependentNo sweat

Financial moralitySolo

EquivalenceFeeling good

Boldness

Global

Adaptable

Non-reflective

Distant

Acquiescence

Indulgent diet

ComplacentLuddism

Constrained spender

Sceptical

Honesty

Distracted

Price conscious

Wrong clothesPrudent

Reserved

Socialist

Respected

Showhome

Looking good

Persona

Local

SpiritualCheerful

Modest unease

Discipline

WYSIWYG

Beauty

Openness

Great Britain - 2007

Adventure

Nature

Control Others

Creativity

Visible Ability

Good Time

Caring

Sexual awareness

Be Satisfied

RulesNational Security

Safety Propriety

Loyalty

Self Choice

Justice

Visible Success

Material Wealth

Unplanned

Hedonism

Convenience

Interconnected

Self secure

Pleasure

Bargain hunter

BusyAsocial

Money casual

Gregarious

Tolerant

Sensitive

Listening

Inquisitive

Self assured

New family

Speculate

Budget bedlamImpulsive spenderHealthy lifestyle

TV casual

Novelty

Bodily easePassivity

Religion

Close family

Equanimity

ShrewdIrresolute

Coasting

Non-acquisitive

Car casualOzone friendly

Artisan

Exhilaration

Solitary

IndependentNo sweat

Financial moralitySolo

EquivalenceFeeling good

Boldness

Global

Adaptable

Non-reflective

Distant

Acquiescence

Indulgent diet

ComplacentLuddism

Constrained spender

Sceptical

Honesty

Distracted

Price conscious

Wrong clothesPrudent

Reserved

Socialist

Respected

Showhome

Looking good

Persona

Local

SpiritualCheerful

Modest unease

Discipline

WYSIWYG

Beauty

Openness

Great Britain - 2007

CULTURAL DYNAMICS Email: mail@cultdyn.co.ukCopyright Cultural Dynamics Strategy and Marketing 2008

Show home

Looking Good

Respected

Persona

Pleasure

Achievement

Visible Success

Material Wealth

Power

Healthy LifestyleLocal

Tolerant

Busy

Convenience

Bargain Hunter

Distracted

Speculate

Visible Ability

Sensitive

Good TimeHedonism

SpiritualismFun

Prudent

Impulsive Spender

Asocial

Romantic Love

Traditional Family

Budget BedlamControl Others

Luddism

Religious

Conformity

Discipline

Acquiescence

Non-reflective

Security

National Security

Distant

Insular

Wrong ClothesIndulgent Diet

Safety

RulesComplacent

Reserved

Honesty

Money Casual

Skeptical

Irresolute

Be Satisfied

Socialist

Passivity

Tradition

WYSIWYG

Coasting

Non-acquisitive

Independent

Adaptable

Universalism

Equanimity

No Sweat

Openness

JusticeEquivalence

Feeling Good

Self-assured

Boldness

Artisan

Cheerful

ExhilarationAdventure

Novelty

Beauty

Listening

Sexual Awareness

Self-secure

Self-direction

Financial Morality

Unplanned

CreativityGlobal

Ozone Friendly

Inquisitive

New Family

Caring

Loyal

Benevolence

Self-choice

TV CasualNature

Shrewd

SolitaryBodily Ease

Constrained Spender

Price Conscious

Modest Unease

Car Casual

Propriety

Stimulation

British values map (8,500 base, 1,000 q’s)

Univeralism

Benevolence

Tradition

SecurityPower

Achievement

Hedonism

Stimulation

Self Direction Pioneersinner directed

CONFORMITY AND EXCLUSION

IDEALISM AND INDIVIDUALISM

OU

TER

-D

IREC

TED IN

NER-

DIRECTED

AIMLESSNESSACCEPTANCE OF VIOLENCE

ADAPTABILITY TO COMPLEXITY IN LIFE

ECOLOGICAL ALARMISM

ANOMIE

APOCALYPTIC ANXIETY

TECHNOLOGICAL ANXIETY

BELONGING TO THE "GLOBAL VILLAGE"ATTRACTION TO NATURE

ADVERTISING AS STIMULUS

ATTRACTION FOR CROWDS

ATTRACTION TO THE SIMPLE PLEASURES OF LIFE

RISK AVERSION

NEED FOR AUTONOMY

NEED FOR STATUS RECOGNITION

NEED FOR PERSONAL ACHIEVEMENT

SEARCH FOR ROOTS

NEED FOR ESCAPE

CONFIDENCE IN ADVERTISING

GOVERNMENT INVOLVEMENT

CONFIDENCE IN BIG BUSINESS

CONFIDENCE IN SMALL BUSINESS

EMOTIONAL CONNECTIVITY

AWARENESS OF MORTALITY

GLOBAL ECOLOGICAL AWARENESS

ECOLOGICAL CONSUMPTION

ETHICAL CONSUMERISM

OSTENTATIOUS CONSUMPTION

EARLY ADOPTION

STRATEGIC CONSUMPTIONCONSUMPTIVITY

CONTROL OF DESTINY

RACING AGAINST THE CLOCK

PERSONAL CREATIVITYSKEPTICISM TOWARD BIG BUSINESS

SKEPTICISM TOWARD SMALL BUSINESS

SOCIAL DARWINISM

DECONSUMPTION

CIVIL DISOBEDIENCE

AVERSION TO COMPLEXITY IN LIFE

EFFORT FOR HEALTH

EQUAL RELATIONSHIP WITH YOUTH

EQUALITY OF THE SEXES

COMMUNITY INVOLVEMENT

ENTHUSIASM FOR CONSUMPTION

ENTHUSIASM FOR TECHNOLOGY

FULFILLMENT THROUGH WORK

SAVING ON PRINCIPLE

EVERYDAY ETHICS

FATALISM

PENCHANT FOR RISK - TAKING

HETERARCHY

HYPER - RATIONALITY

IMPORTANCE OF PHYSICAL BEAUTY

IMPORTANCE OF BRAND

IMPORTANCE OF SPONTANEITY IN DAILY LIFE

IMPORTANCE OF NATIONAL SUPERIORITY

IMPORTANCE OF AESTHETICS

IMPORTANCE OF PRICE

PURSUIT OF INTENSITY ANDEMOTIONAL EXPERIENCES

INTEREST IN THE MYSTERIOUS

INTROSPECTION AND EMPATHY

REPRIORITIZING OF MONEY

REPRIORITIZING OF WORK

ETHNIC INTOLERANCE

NEO - ROMANTICISM

FLEXIBLE DEFINITION OF FAMILY

NEW SOCIAL RESPONSIBILITYOPENNESS TOWARD OTHERS

SEXUAL PERMISSIVENESS

FEAR OF VIOLENCE

ADAPTIVE NAVIGATION

JOY OF CONSUMPTION

INTUITIVE POTENTIAL

FINANCIAL CONCERN REGARDING THE FUTURE

PRIMACY OF THE FAMILY

PRIMACY OF ENVIRONMENTAL PROTECTION

UTILITARIAN CONSUMERISM

SPIRITUAL QUEST

PURSUIT OF NOVELTY

PURSUIT OF ORIGINALITY

PURSUIT OF HAPPINESS TO THE DETRIMENT OF DUTY

REGIONAL IDENTITY

REJECTION OF AUTHORITY

REJECTION OF ORDER

RELIGIOSITY

NETWORKING

DISCRIMINATING CONSUMERISM

POLYSENSORIALITY

CONCERN FOR APPEARANCE

FLEXIBILITY OF PERSONALITY

FLEXIBILITY OF GENDER IDENTITY

TIME MANAGEMENT TECHNOLOGYVITALITY LEGACY

MEANING OF LIFE

MEANING OF LIFE=FAMILY

MEANING OF LIFE=MATERIAL POSSESSIONS

RITUAL

INTUITION

ATTRACTION TO VIOLENCE

SOCIAL LEARNING

CONTROL OF PRIVACY

CULTURAL FUSION

CANADIAN IDENTITY

SCIENTISM

CYNICISMGADGET ZEAL

FLEXIBILITY OF AGE IDENTITY

DECELERATION

MUTUAL AID

REGIONALISM

Position of trendson the map

Canadian/US map (www.environics.ca) 2,500 base

CULTURAL DYNAMICSSTRATEGY & MARKETING © Cultural Dynamics Strategy & Marketing Ltd., 2003-2009. All right reserved.

Nature

Openness

Justice

Universalism

Bene

vole

nce

Caring

Loyalty

Tradition

Conformity

Religious

Be SatisfiedRules

Propriety

Security

NationalSecurity

Safety

Power

Control Others

Material

Wealth

Achi

evem

ent

Visible Success

Visible Ability

Hed

onis

m

Fun

Good Time

Stimulation

Adventure

Novelty

Self Direction

CreativitySelf Choice

International map (100+ countries) Schwarz/CDSM

Equanimity

Shrewd

Gregarious

Listening

IrresoluteCoasting

Non-acquisitive

Car casualBodily easeOzone friendlyInterconnected

InquisitiveArtisan

Exhilaration

Sexual awareness

Self assured

Passivity

Solitary

IndependentNo sweat

Financial moralitySoloNew family

EquivalenceSelf secureFeeling good

Boldness

Global

Adaptable

Non-reflective

Distant

Acquiescence

Indulgent diet

ComplacentLuddism

Constrained spender

Skeptical

Honesty

Distracted

Price conscious

Wrong clothesPrudent

Close family

Reserved

Socialist

Respected

Showhome

Looking good

Persona

Pleasure

Bargain hunter

BusyAsocial

Convenience

SensitiveSpeculate

Local

SpiritualBudget bedlamImpulsive spender

CheerfulHealthy lifestyle

Modest unease

Discipline

Tolerant

WYSIWYGTV casual

Money casualBeauty

Unplanned

CULTURAL DYNAMICS

People move this way

Equanimity

Shrewd

Gregarious

Listening

IrresoluteCoasting

Non-acquisitive

Car casualBodily easeOzone friendlyInterconnected

InquisitiveArtisan

Exhilaration

Sexual awareness

Self assured

Passivity

Solitary

IndependentNo sweat

Financial moralitySoloNew family

EquivalenceSelf secureFeeling good

Boldness

Global

Adaptable

Non-reflective

Distant

Acquiescence

Indulgent diet

ComplacentLuddism

Constrained spender

Skeptical

Honesty

Distracted

Price conscious

Wrong clothesPrudent

Close family

Reserved

Socialist

Respected

Showhome

Looking good

Persona

Pleasure

Bargain hunter

BusyAsocial

Convenience

SensitiveSpeculate

Local

SpiritualBudget bedlamImpulsive spender

CheerfulHealthy lifestyle

Modest unease

Discipline

Tolerant

WYSIWYGTV casual

Money casualBeauty

Unplanned

CULTURAL DYNAMICS

New behaviours move this way

Needs summary

UNMET NEEDS

BELONGING

SAFETYESTEEM OF OTHERS

SELF ESTEEM

ETHICAL COMPLEXITY

ETHICAL CLARITY

SustenanceDriven

Outer Directed

InnerDirected

Prospectors – outer directed: need for success, esteem of others then self esteem. Acquire and display symbols of success.

Settlers - need for security driven: safety, security, identity belonging. Keep things small, local, avoid risk

Pioneers – inner directed. Need to connect actions with values, explore ideas, experiment. Networking, interests, ethics, innovation

Drivers and behaviours – unmet needs

campaignstrategy.org

International aid charitysupporters

What this means for your campaign

Campaign proposition/ ask/

offer

Can it make me / my country/ organisationlook good, be recognized as better or best, successful , materially better off ? Is it fun, enjoyable ? Is it the right answer ?

Can it make me / my country/ organisation/ family safe ? Does authority say it is the right thing to do (rules) ? Is it tradition ?

Is it ethically the right thing to do ? Is it asking the right question ? It is just, global, benevolent, innovative ? Does it increase self-choice ? Does it help me connect, make a difference ?

VBCOP strategyValues

Behaviour

Consistency

Opinion

Politics

Design public engagement which does this – match action ask to values – get the new behaviour – reward and remind

People do this unconsciously

Reveal the opinion. This can be revealed/measured/ made to count

In ways which change this (politicians try to stay ‘in step’ (eg use media …)

What you can do

• Match your proposition to needs ‘feels right’ ‘makes sense’ eg 100 Ideas House for Prospectors

• Find a common denominator (eg being a parent/ children)

• Avoid logjam of violent agreement (‘public’ debate or discussion across all Groups/Modes)

• Utilise emulation dynamic (start new behaviours with Pioneers)

Heuristics

Rules of thumb

eg effort, exchange, consistency

Resources

• www.cultdyn.co.uk – values• www.thechangeagency.org• www.campaignstrategy.org – see

Newsletters • http://www.thesun.co.uk/sol/

homepage/news/special_events/green_week/

Climate Change Example

From www.campaignstrategy.org/whogivesastuff.pdf

For 20 years politicians have heard a lot on climate from a

lot of different people

But these people tend to share common values

such as care for nature, justice, open-ness, caring, self-choice, global thinking, benevolence,

ethics

This is the ethical base – ok not just this lot

We can map these values

CULTURAL DYNAMICS Email: mail@cultdyn.co.ukCopyright Cultural Dynamics Strategy and Marketing 2008

Show home

Looking Good

Respected

Persona

Pleasure

Achievement

Visible Success

Material Wealth

Power

Healthy LifestyleLocal

Tolerant

Busy

Convenience

Bargain Hunter

Distracted

Speculate

Visible Ability

Sensitive

Good TimeHedonism

SpiritualismFun

Prudent

Impulsive Spender

Asocial

Romantic Love

Traditional Family

Budget BedlamControl Others

Luddism

Religious

Conformity

Discipline

Acquiescence

Non-reflective

Security

National Security

Distant

Insular

Wrong ClothesIndulgent Diet

Safety

RulesComplacent

Reserved

Honesty

Money Casual

Skeptical

Irresolute

Be Satisfied

Socialist

Passivity

Tradition

WYSIWYG

Coasting

Non-acquisitive

Independent

Adaptable

Universalism

Equanimity

No Sweat

Openness

JusticeEquivalence

Feeling Good

Self-assured

Boldness

Artisan

Cheerful

ExhilarationAdventure

Novelty

Beauty

Listening

Sexual Awareness

Self-secure

Self-direction

Financial Morality

Unplanned

CreativityGlobal

Ozone Friendly

Inquisitive

New Family

Caring

Loyal

Benevolence

Self-choice

TV CasualNature

Shrewd

SolitaryBodily Ease

Constrained Spender

Price Conscious

Modest Unease

Car Casual

Propriety

Stimulation

British map

Univeralism

Benevolence

Tradition

SecurityPower

Achievement

Hedonism

Stimulation

Self Direction

CULTURAL DYNAMICSSTRATEGY & MARKETING © Cultural Dynamics Strategy & Marketing Ltd., 2003-2009. All right reserved.

Nature

Openness

Justice

Universalism

Bene

vole

nce

Caring

Loyalty

Tradition

Conformity

Religious

Be SatisfiedRules

Propriety

Security

NationalSecurity

Safety

Power

Control Others

Material

Wealth

Achi

evem

ent

Visible Success

Visible Ability

Hed

onis

m

Fun

Good Time

Stimulation

Adventure

Novelty

Self Direction

CreativitySelf Choice

International map (Schwartz)

The point is that almost all of the calls for climate action come from

just one bit of the map …

Nature

Openness

Justice

UniversalismBe

nevo

lenc

e

Caring

LoyaltyTradition

Conformity

Religious

Be SatisfiedRules

Propriety

Security

NationalSecurity

Safety

Power

Control Others

Material

Wealth

Achi

evem

ent

Visible Success

Visible Ability

Hed

onis

m

Fun

Good Time

Stimulation

Adventure

Novelty

Self Direction

CreativitySelf Choice

These are the values of your base

They campaign in these terms

So politicians keep hearing and seeing the same thing from the same group of people

– a minority in almost all countries

Nature

Openness

Justice

Universalism

Bene

vole

nce

Caring

Loyalty

Tradition

Conformity

Religious

Be SatisfiedRules

Propriety

Security

NationalSecurity

Safety

Power

Control Others

Material

Wealth

Achi

evem

ent

Visible Success

Visible Ability

Hed

onis

m

Fun

Good Time

Stimulation

Adventure

Novelty

Self Direction

CreativitySelf Choice

They aren’t hearing much demand or support from other parts of the map …

with values like these

andthese folkhavevotes

CULTURAL DYNAMICSSTRATEGY & MARKETING © Cultural Dynamics Strategy & Marketing Ltd., 2003-2009. All right reserved.

Nature

Openness

Justice

Universalism

Bene

vole

nce

Caring

Loyalty

Tradition

Conformity

Religious

Be SatisfiedRules

Propriety

Security

NationalSecurity

Safety

Power

Control Others

Material

Wealth

Achi

evem

ent

Visible Success

Visible AbilityH

edon

ism

Fun

Good Time

Stimulation

Adventure

Novelty

Self Direction

CreativitySelf Choice

Power versus Univeralism (a key antagonism)Repeated

campaigning in the values terms of the base also sets up debate with those of opposing values, as they feel they threatentheir success

CULTURAL DYNAMICSSTRATEGY & MARKETING © Cultural Dynamics Strategy & Marketing Ltd., 2003-2009. All right reserved.

Nature

Openness

Justice

Universalism

Bene

vole

nce

Caring

Loyalty

Tradition

Conformity

Religious

Be SatisfiedRules

Propriety

Security

NationalSecurity

Safety

Power

Control Others

Material

Wealth

Achi

evem

ent

Visible Success

Visible AbilityH

edon

ism

Fun

Good Time

Stimulation

Adventure

Novelty

Self Direction

CreativitySelf Choice

And these people find climate campaigns are ‘no fun’

CULTURAL YNAMICSSTRATEGY & MARKETING © Cultural Dynamics Strategy & Marketing Ltd., 2003-2009. All right reserved.

Nature

Openness

Justice

UniversalismBe

nevo

lenc

e

Caring

LoyaltyTradition

Conformity

Religious

Be SatisfiedRules

Propriety

Security

NationalSecurity

Safety

Power

Control Others

Material

Wealth

Achi

evem

ent

Visible Success

Visible Ability

Hed

onis

m

Fun

Good Time

Stimulation

Adventure

Novelty

Self Direction

CreativitySelf Choice

And these people don’t like changecampaigns, especially global ones…So …

Nature

Openness

Justice

Universalism

Bene

vole

nce

Caring

Loyalty

Tradition

Conformity

Religious

Be SatisfiedRules

Propriety

Security

NationalSecurity

Safety

Power

Control Others

Material

Wealth

Achi

evem

ent

Visible Success

Visible Ability

Hed

onis

m

Fun

Good Time

Stimulation

Adventure

Novelty

Self Direction

CreativitySelf Choice

Politicians need to hear ‘yes’ on climate action from people with these values too

‘climate’ for Prospectors

Settler, Prospector, Pioneer propositions, + messengers

www.treehouseclapham.org.uk

Will Anderson

Energy independence = safety

Sign of success = power /right stuff to own

Ethically right thing to do