Scribd Logo
Upload

Welcome to Scribd!

  • 11 views

    Articulo Research World March 2019

    Uploaded by

    Ana Milena Gutierrez Pineda

    Copyright:

    © All Rights Reserved
    Download as PDF or read online from Scribd
    Flag for inappropriate content

    You might also like

    Articulo Research World March 2019

    Uploaded by

    Ana Milena Gutierrez Pineda
    11 views3 pages

    Copyright

    © © All Rights Reserved

    Available Formats

    PDF or read online from Scribd

    Did you find this document useful?

    Is this content inappropriate?

    Report this Document

    Copyright:

    © All Rights Reserved
    Download as PDF or read online from Scribd
    Flag for inappropriate content
    Download as pdf
    11 views3 pages

    Articulo Research World March 2019

    Uploaded by

    Ana Milena Gutierrez Pineda

    Copyright:

    © All Rights Reserved
    Download as PDF or read online from Scribd
    Flag for inappropriate content
    Download as pdf
    of 3
    JORGE ALVARADO, MARIA ISABEL BETANCUR, RODRIGO SALGADO AND ALEJANDRO SALGADO-MONTEJO _NETHODOLOC \ How can we go beyond demographics to better understand people? Using profiling science to explain and predict behaviour AA Seca ag, we lied on demographic andit rked. Factors such as income, geographical location, age, and gender were good predictors of how people made decisions. We lived in a demographic bubble, that toa certain degree, determined how and what information we consumed. Demographic based information in turn shaped our way of thinking, our decisions, and thus the way companies developed and offered products. Then, something changed; the rise ofthe internet democratised information access and caused ‘demographic bubbles to burst. The predictive power of ‘demographic variables suddenly diminished and no longer reflected information consumption profiles. In that sense, itisnot that research stopped working; the world changed abas Jorge Alvarado Professor atthe Fonte Universidad Javerana, Bagot, Colombia, Rodrigo Salgado i Piojoct vector Mara abel Betancur i constant and Alejandro Selgede- Monte is Monacing Parner at Nevosketchy and Profesor tthe Universidad le |B Sabana, Chia, Colombia 8! Norwegian Schoo, Norway and with it, the anchor points that explain and predict behavior As we all know (perhaps painfully well), predicting behavior is not an easy task. Law enforcement agencies, teachers, governments, nonprofits, and companies are all, trying to understand people; how they think, what they want, and why they behave the way they do, The key issue Is that there are many interceding factors and itis hard to pinpoint which of these will explain behavior. Therefore, our first tasks to understand how to select those factors that will yield the best predictions. We ae looking for those elements that make us human and atthe same time explain and predict behavioral variability (ie, why people immersed in the same context diverge in their choices). eychographic variables ae interesting candidates to understand and predict how and why behavior changes. While demographics may help understand context and provide a bird’-eye-view of markets, psychographic variables are more suited to predict specific choices and preferences, For instance, psychographic variables can help ‘uncover why people witha similar background can buy. different products or have opposing political preferences The objective then is to complement consumers profiling by incorporating psychographics in order to increase the predictive capacity of segmentation methodologies [A THREE-FACTOR PROFILING MODEL Research over the past 2s years, as demonstrated that in ‘order to understand and predict behavior itis necessary to explore three psychographic dimensions: (1) Emotional processing, (2) sensory and information processing, and (3) sociocultural experience (Boyle Salofske and Matthews, 2015, Measures of Personality and Social Paychologcal Constructs, Elsevier). 1. Emotional processing is related to ou capacity to add a subjective value to information and experiences and is generally divided into three components 2 Emotional dispositions which refers to how genetic factors and upbringing produce bases inthe way we interact with others and ourselves, think about the future look at problems, find solutions and generate first impressions about people, brands and products, 'b. Emotion regulation which involves abilities to ‘maximise o diminish the impact of emotional experiences, recognise emotional states, (reassess the emotions attached to situation, and cope with uncertainty Emotional experience which looks a the emotions, ‘moods, and feelings that are generally flt by an individual across contexts and activities. 2. Sensory and information processing relates to our ‘capacity to sort, filter and organise information from the diferent senses. Ths includes how and what causes aesthetic or hedonic pleasure the nature of our sensory experience (eg, what we lke to experience or how prone we ae to use different senses to further tnderstand an objector situation), how each of us assesses and responds to risk, how detailed- or holistic- We look at how different consumer profiles respond to cultural forces oriented is our processing, and ultimately what captures ur attention. 3, Sociocultural experience focuses on our lifestyle, vices, virtues, belief, past experience, attitudes, as well as on ‘our rationalisation strategies. Furthermore, it addresses hhow much wevalue and invest in social relations, to what degree do we feel the need to belong to a group, and our propensity for altruism and cooperation, Finally, in this dimens.on we look at how different consumer profiles respond to cultural forces and how this relates to specific decision-making patterns. ‘THE IMPACT OF PROFILING The purpose of profiling in market research sto identify which factors at tae same time explain how we react asa species (behaviol range) and what produces variability (behavioral propensity) Fr instance, we know that if Someone is fred om ajo they enjoy they can fel sad and disappointed, as well as anxious, and may focus on solving the current predicament or wallow fora short or Jong time on ther mistakes (behavioral range) the person has good emotional regulation sil they may focus on how to get nev job. In contrast, someone that finds it difficult to cope with the situation may take much longer to actively search fora job as ther feelings will be ‘more intense andlast longer (behavioral propensity). ‘Hence, market researchers can apply profiling to help

    You might also like