Psychological Analysis

Insight from Psychological Analysis

When you sit down to write a strategy statement, the one element that generally proves the most elusive is the promise.

What should you say to make someone buy what you're selling, whether it's a product or a proposition?

Compounding your problem is the fact that most people can't actually tell you why they make certain decisions.

That's why we have designed a behavioural model which helps us get inside their heads.

If they don't 'need' it, they won't buy it
Satisfying needs, whether real or perceived, is what drives human behaviour. Which means we, in turn, must begin any analytical process by accurately identifying then thoroughly understanding the target's need states.

For instance, when a mother considers a cold medicine, her needs might be: I want to do the best for my family (the nurturing need)...I prefer separate night and day capsules (the need for structure and order)...I don't want my colleagues to think I'm lazy (the need for the esteem of others).

Attitudes, perceptions, knowledge
The way people feel about something also affects their behaviour (and, of course, the other way around). The key, however, is realising that consumers possess an innate desire to minimise conflict between their attitudes and behaviour.

To give you an idea. While most people might express a distinctly negative attitude towards banks in general, digging deeper might reveal that good experiences on a personal level make them receptive to certain strategies.

Motivation makes it happen
Most of us need a gentle nudge if we're to fulfil our needs. (From time to time it might even take a vigorous shove.) Thus, discovering the situational cues - or triggers - that motivate human behaviour becomes critical.

It could be an ad they saw on TV, a recommendation from a friend or the discovery that something's on sale - while stocks last, limit 10 to a customer. Any of these situations could be the stimulation for someone to go out and buy a product or service.

That's why our behavioural model can play such a critical role. With it you're much more likely to identify and understand the interrelationship between your target's needs, their attitudes and the motivational cues that finally energise them into taking action.

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