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Unit 9: Motivation and Perception

Observation Notes

Observation of consumers can help in developing hypotheses about human motives. It is easier
to observe consumers in buying situations than in their homes and can be accomplished in-
person or by using video cameras. Video cameras are less intrusive than a person as an observer.
However, observation by human eye or video cameras cannot answer every question. Generally,
observation needs to be supplemented by focus group or depth interviews to fully understand
why consumers are behaving the way they do.

Focus Group

In the hands of a skilled moderator, focus group can be quite a valuable research technique. The
group interview is largely non-directive in style and the group must develop spontaneous
interaction. It is the group excitement and spontaneity that exhibit the behaviours that reveal
underlying motives.

Depth Interview

The heart and soul of motivational research is the depth interview. It is a lengthy, one-on-one
personal interview conducted by a professionally trained motivational researcher. The researcher
relies heavily upon non-directive interviewing techniques. The goal of the researcher is to get
the respondent to talk, and keep talking. The researcher starts the interview by introducing
general topics, rather than asking direct questions. She/he probes by raising eyebrows, by
giving a questioning look, by paraphrasing what the respondent has said, or by repeating the
respondent’s own words in a questioning manner. These techniques are non-threatening to the
respondent.
During the interview, the researcher watches for clues that might indicate that a “sensitive
nerve” has been touched. Some of the clues that the researcher watches for include long pauses
by the respondent, slips of tongue, fidgeting, strong emotions, variations in voice pitch, facial
expressions, eye movements, avoidance of question, fixation on an issue, and other body language
indicators. These “sensitive” topics and issues are then the focus of additional probing and
exploration later in the interview.

Each respondent interview is tape-recorded and transcribed. During the interview, the researcher
makes notes about respondent’s behaviour, mannerisms, physical appearance, personality
characteristics, and non-verbal communication. These notes help the researcher to understand
and interpret the verbatim transcript of the interview. The researcher can also use projective
techniques to evoke additional feelings, imagery, and comment from the respondent later in the
interview. She/he asks the respondent to tell a story, play a role, draw a picture, complete a
sentence, or associate words with a stimulus. The researcher can also use photographs, product
samples, packages, and advertisements as stimuli.

The next step is the exploration of the unique motivations that relate to the product category.
What psychological needs the product or service does fulfil? Does the product have any social
relevance or implication? Does the product relate to one’s status aspirations, to competitive
drives, to feelings of self-esteem, to security needs? Does the product have deep symbolic
significance, etc.? Some of these motives must be inferred since respondents are often unaware
of why they do what they do or do not wish to disclose.

The last important dimension that needs to be understood is the business environment, including
competitive forces, brand perceptions and images, relative market shares, the role of advertising
in the category, and trends in the market place. The respondent is most likely to know only part

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