Motivation Research- What? How? Where?
While many types of research examine what people do, motivational research examines why they do what they do. This information about the motivations that drive human behavior is used in marketing, social sciences, and a variety of other fields where comprehension and influence of behavior are critical.
Understanding why people behave in certain ways can be challenging, made all the more difficult by the fact that many people do not truly understand their own motivations.
Motivational research aims to elucidate the forces that drive behavior, particularly consumer behavior. For example, why do some trends succeed while others fail? Why are certain age groups more frugal than others? Conscious and unconscious motives, economic needs, cultural factors, and a variety of other variables all influence consumer behavior. Motivation research aims to deconstruct complex behaviors in order to make them more understandable and even modifiable.
Motivation Research Techniques
When it comes to motivation research, there are four widely used techniques. They are as follows:
1. Non-disguised Structured Technique
This technique makes use of a standard questionnaire to elicit information about one’s beliefs and feelings. It is scheduled in advance, and the researcher informs the participant of the survey’s objective and purpose. This is the most frequently used technique in market research.
2. Non-disguised Non-Structured Technique
The questions in this technique are not necessarily ordered strategically; rather, they are more free-flowing. The questions may be asked in any order determined by the researcher. The participant understands why the information is being collected.
3. Disguised Non-Structured Technique
Similar to how the unmasked non-structured techniques work, the questions are not arranged strategically and are free-flowing. Unlike unmasked non-structured techniques, the participant is unaware of the purpose of the data collection.
4. Disguised Structured Technique
This technique employs pre-arranged questions, similar to the non-disguised structured technique, but the participant is unaware of the purpose for which the information is being collected.
The above techniques employ a variety of question types, including closed-ended questions, open-ended questions, mail surveys, telephone surveys, and in-person interviews.
How does motivation research benefit marketing?
Motivation research benefits marketers in a variety of ways. It enables them to comprehend why people may or may not purchase their product, thereby tailoring their marketing. Additionally, it can assist in determining a target audience for various products and services. Finally, this type of research can aid in branding efforts by enabling marketers to determine what will pique the interest and loyalty of their ideal customers.
Motivational research is gaining traction, particularly in marketing and branding. There is no reason for researchers to guess what will satisfy a market; instead, they can develop a more scientific and likely more successful approach. While human behavior was once a mystery, motivation research is deconstructing it through a scientific and logical approach to the subject.
