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Presented by Sifiso Falala. Introduction. There is a view that the priorities of a individual are a driving force behind an individual’s decisions. Does research measure symptoms or does it measure causes? Can/should causes be measured? If they can, is it possible to project behaviour ?
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Introduction • There is a view that the priorities of a individual are a driving force behind an individual’s decisions. • Does research measure symptoms or does it measure causes? • Can/should causes be measured? • If they can, is it possible to project behaviour? • Psychologists assert that early childhood experiences have a long term impact on the remaining years. • Surely personality is a factor when considering decision making. • But personality is a complex, fluid and contentious subject, which is difficult to pin down. • Expressed priorities of an individual could possibly be an outlet for predicting behaviour without being bogged down with the complexities of personality.
Several theories have been put forward in an effort to explore different aspects of personality. • Some theories have focussed on the issue of the manner in which personalities develop • Other theories have focussed on the individual differences in personality Human personality in contemporary psychology, has mainly been described through the “Big Five” factors of the Five Factor Model (FFM). This model outlines the broad domains or dimensions of personality. BACKGROUND TO PERSONALITY STUDIES The FFM is the product of numerous research studies conducted in the latter half of the last century. The earliest studies mainly sought to expand on known personality traits and factor-analysed hundreds of measures of these known traits. The thrust of this experimental research was the desire to find the underlying factors that contributed to the formation of personality. The FFM in its rudimentary form has been around prior to the 1980s, however it was further developed and most prominently advanced from the 1990s by such academics as JM Digman.
THE BIG FIVE PERSONALITY TRAITS The FFM is a purely descriptive model of personality. However, psychologists have developed a number of theories to account for the “Big Five” factors. The traits that contribute to the formation of the “Big Five” can be summerised as follows: Inventive/Curious vs. Consistent /Cautious Appreciation for art, Emotion, Adventure, Unusual ideas, Curiosity, and variety of Experiences. Openness Efficient/Organised vs. Easy-going/Careless A tendency to show Self-discipline, Act dutifully, and aim for Achievement; Panned rather than spontaneous behaviour. Conscientiousness Outgoing/Energetic vs. Shy/Reserved Energy, Positive emotions, Surgency, and the tendency to seek Stimulation in the company of others. Extraversion Friendly/Compassionate vs. Competitive/Outspoken A tendency to be Compassionate and Cooperative rather than suspicious and antagonistic towards others. Agreeableness Sensitive/Nervous vs. Secure/Confident Neuroticism A tendency to experience unpleasant emotions, such as Anger, Anxiety, Depression, or Vulnerability easily.
GORDON ALLPORT’S TRAIT THEORY In 1936, psychologist Gordon Allport found that one English-language dictionary alone contained more than 4,000 words describing different personality traits. He categorized these traits into three levels: Cardinal Traits: Are traits that dominate an individual’s whole life, often to the point that the person becomes known specifically for these traits. Examples are: Freudian, Machiavellian, narcissism, Don Juan, Christ-like, etc. Central Traits: These are the general characteristics that form the basic foundation of personality. These central traits, while not as dominating as cardinal traits, are the major characteristics you might use to describe another person. Terms such as intelligent, honest, shy and anxious are considered central traits. Secondary Traits: These are the traits that are sometimes related to attitude or preference and often appear only in certain situations or under specific circumstances. Some examples would be getting anxious when speaking to a group or impatient while waiting in line.
HOW PRIORITIES CAN AID MARKET SEGMENTATION Traditional Approach PROPOSED ADDITIONAL DIMENSION What is most important to me? PSYCHOGRAPHICS Personality Values Attitudes Interests Lifestyle + How and when am I going to achieve what is most important to me? DEMOGRAPHICS Age Gender Income Class Lifestyle What are my PRIORITIES?
COMPARISON OF PERSONALITY WITH DEMOGRAPHICS Juvenile Early Adulthood Middle Adulthood Late Adulthood Birth Death • Newborn • Infancy • Adolescence • Puberty 20 – 39 years 40 – 59 years 60 years and older Education Behaviour Income Gender Roles LSM
PRIORITY MATRIX AND HYPOTHESIS • In analysing data from a study of priorities, it is possible to assess the importance of different priorities as well as the extent to which something is being done about them. There is a relationship between priority level and effort expended. High effort priorities result in greater joy or disappointment. State of Frustration State of Anxiety State of Contentment State of Concern State of Mild Anxiety State of Mild Satisfaction Individuals are generally undecided or do nothing about lower priority demands. State of Indecision State of Alertness Proactive State Satisfaction experienced from a high priority need will be directed at the organisation or product that met the expectation. • The Priorities research model therefore helps manufacturers, organizations and marketing companies to have a better understanding of the perception of priorities pertaining to: • Life in General • A Product Field, Brand or set of Brands • Organisations, Companies & Government • An Event • Some Other Abstract Idea The main study of priorities will concern it self with life’s priorities which is a predictor of all others, whether they are short term or transient priorities, or longer term enduring ones. The study results should help companies to focus their time and resources in a manner that addresses those things which will trigger the most positive response from consumers.
Test Sample Used for Convenience and Affordability • This was a test than conclusive sample. The Sample Size is 222. • This is split into three groups • Individuals who conduct Interviews for Plus 94 (143) • Permanent Staff working at Plus 94 (22) • Random Citizens (matching demographically the two above combined) (57) • Initial qualitative and quantitative research was done to establish a battery of Priorities. A list of 35 Priorities emerged. • Thus the study focused on the Priorities of individuals to assess if they impacted Media Consumption.
Demographics – Part 1 • The sample size of 222 respondents contains more or less the same demographics across cells. • Slight differences can be seen when looking at the permanent staff category. This is however expected. • Permanent staff earn more money and will thus subsequently also be in higher LSM groups. • 52% of Permanent staff earn more than R8000 a month. • We would thus expect permanent staff to have different priorities as well as different media consumption behavior.
Rating of Media Usage Frequency • TV has the highest usage rating with a mean of 9.3. • Newspapers have a higher usage rating than Magazines. • Internet usage has a usage rating of 6.4, but amongst Permanent staff members of a research company, the mean is 9.2. • Interviewers have less access to internet therefore it makes sense that they receive their information from Newspapers and magazines, hence the higher usage rating in that space.
Importance vs. Satisfaction Total Sample Permanent Frustration Anxiety Contentment Frustration Anxiety Contentment Concern Satisfaction Concern Satisfaction Importance Importance Mild anxiety Mild anxiety Indecision Alertness Proactive state Indecision Alertness Proactive state Satisfaction levels Satisfaction levels Interviewer Citizen Frustration Anxiety Contentment Frustration Anxiety Contentment Concern Satisfaction Concern Satisfaction Importance Importance Mild anxiety Mild anxiety Indecision Alertness Proactive state Indecision Alertness Proactive state Satisfaction levels Satisfaction levels
Importance Vs. Short Term / Long Term Total Sample Permanent Importance Importance Short term vs. Long term Short term vs. Long term Interviewer Citizen Importance Importance Short term vs. Long term Short term vs. Long term
Importance vs. Satisfaction Total Sample LSM 4 - 6 Frustration Frustration Frustration Frustration Anxiety Anxiety Anxiety Anxiety Contentment Contentment Contentment Contentment Concern Concern Concern Concern Satisfaction Satisfaction Satisfaction Satisfaction Importance Importance Importance Importance Mild anxiety Mild anxiety Mild anxiety Mild anxiety Indecision Indecision Indecision Indecision Alertness Alertness Alertness Alertness Proactive state Proactive state Proactive state Proactive state Satisfaction levels Satisfaction levels LSM 7 - 8 LSM 9 - 10 Satisfaction levels Satisfaction levels
Distribution of new groups and Priority Factors Entrepreneurs – 19.4% Family Pillars – 16.7% The 35 Priorities yielded 5 Factors Priority Factors / Sectors Idealists - 24.3% Nation Builders – 21.2% Self Indulgent Souls – 18.5%
Hypothetical Spend of Cash Windfall to present Priorities R 1 000 R 10 000
Rating of Media Usage Frequency • TV has the highest usage with the Idealist Group (9.39) using it the most. • When looking at Radio usage it is interesting to note that the Family Pillars group (7.95) uses this form of media the least. • The Nation Builders group (7.51) uses Weekly Newspapers the most whilst the Entrepreneurs group (6.58) uses them the least. • Daily Newspapers, Internet, and Monthly Magazines have more or less the same usage amongst the groups. • It is once again interesting to note that the Family Pillars group (4) uses Facebook the least. True to logic they do however use Weekly Magazines the most at a mean of 5.32.
Incidence of Media Usage Read / Listened / Watched Never Read / Listened / Watched
Priority Matrix Idealists Total Sample Frustration Frustration Frustration Frustration Anxiety Anxiety Anxiety Anxiety Contentment Contentment Contentment Contentment Family Love, Responsible behaviour, Health Achievement / Getting a Job Wealth Concern Concern Concern Concern Satisfaction Satisfaction Satisfaction Satisfaction Importance Importance Importance Importance Fun Mild anxiety Mild anxiety Mild anxiety Mild anxiety Leaving the Country Leaving the Country Indecision Indecision Indecision Indecision Alertness Alertness Alertness Alertness Proactive state Proactive state Proactive state Proactive state Satisfaction levels Satisfaction levels Satisfaction levels Satisfaction levels Self Indulgent Souls Nation Builders Achievement / Getting a Job / Justice Family Love, Responsible behaviour, Family Love Power Own Business Patriotism / Marriage After Life Leaving the Country Leaving the Country
Priority Matrix Entrepreneurs Family Pillars Frustration Frustration Anxiety Anxiety Contentment Contentment Family Love Justice Own Business Responsible behavior, Being a role model, Health Responsible behavior Wealth Concern Concern Satisfaction Satisfaction Leaving the Country Own Business Importance Importance Music Holiness Extended Family Patriotism Mild anxiety Mild anxiety Wealth Leaving the Country Indecision Indecision Alertness Alertness Proactive state Proactive state Satisfaction levels Satisfaction levels
Importance vs. Short Term / Long Term Idealists Total Sample Family Love / Achievement / Health Getting a Job Wealth Wealth Romantic Love • Fun Music Long Life Long Life Fun Importance Importance Importance Importance Music Extended Family After Life After Life Patriotism Leaving the Country Leaving the Country Short term vs. Long term Short term vs. Long term Short term vs. Long term Short term vs. Long term Self Indulgent Souls Nation Builders Family Love Health Fun Getting a Job Long Life Fun Romantic Love Wealth Power After Life / Marriage Patriotism Leaving the Country
Importance vs. Short Term / Long Term Entrepreneurs Family Pillars Children Upbringing Getting a Job Sense of belonging Getting a Job Romantic Love Long Life Fun / Music Fun Importance Importance Leaving the Country Own Business Music Extended Family Preservation of Cultures Patriotism After Life Leaving the Country Short term vs. Long term Short term vs. Long term
Conclusion • The fact that an extra cash windfall would be spent on basic necessities is an indication of the economic constraints faced by peoplein the test sample. • Interviewers in particular would be more keen to save the money because of a general shortage of saving opportunities. • There are no differences in TV consumption by employment type. • Part timers listen to the radio a lot more than permanent staff, who are significantly more addicted to the Internet as a sourceof news and information. • Facebook has an indifferentpresence in this segment being more noticeableamongst permanent Staff. Mxit and Twitter have a highly limited role in this segment . • Overall, the most important priorities are family, love, health, employment, achievement, long life, responsible behaviourand independence. This list does not confirm Frederick W. Taylor’s Management Theory that employees are motivated bysuccess, and other considerations not just money.
Conclusion • Interviewers are more content and easier to please then permanent staff although the two have a largely similar distribution of priorities. • Permanent staff set shorter term targets for the achievement of their goals while interviewers are patient and allow for moretime to get the same results. • The factor analysis indicated that there are five distinct groups of priority sets consisting of the idealists, nation builders,entrepreneurs, self indulgent souls and family pillars. • Family pillars if given a cash windfallof R1000.00 would be significantly less inclined to invest it. They would notably spend itongroceries. • With the same amount of cash the self indulgent souls would be more prone to invest, get information and entertain themselves.
Conclusion • Nation Builders are more liable to buy basics, service debt and pay for education. • The idealists would, as may be expected , use the money to invest in savings and education, pay rent and electricity, and get some media knowledge or information. • Entrepreneurs would still buy groceries, invest in savings and education but they will be low on payment of electricity and on entertainment. • The biggest radio listeners are the idealists and the weakest are the family pillars. However, the family pillars are the most prolific group when it comes to reading newspapers, and, the weakest again for the weekly newspapers, internet, weekly magazines, monthly magazines, facebook , twitter and mxit. • Self indulgent souls were noted for their higher affinity towards Mxit. Twitter belonged to nation builders as did weekly newspapers. • Entrepreneurs were weakest on weekly newspapers and highest on the internet. Their facebook usage was second only to that of the Idealists, and their Twittering second to nation builders.
Conclusion • Family pillars are the least content group. They seem resigned to enjoying any of the luxuries of life. Entrepreneurs seem to be just as frustrated, but that might be because of the high goals they aspire for. They are less concerned about the extended family and patriotism. • Nation builders are stirrers. They are mostly anxious, but do experience a level of contentment. • Self indulgent souls are largely content and what they cannot be satisfied with they tend to regard as less important. • Idealists also tend to dispense with the excesses and what they might consider extravagant. They however experiencehigh levels of anxiety from everyday economic realities and challenges. Most of their contentment comes from affliliativeproperties such as love and responsible behaviour, and good health. • Idealists want to get results sooner rather than later, much in line with family pillars. Entrepreneurs have a much longerterm perspective on achievement much like nation builders and to a lesser extent self indulgent souls.
Recommendation • A test sample has indicated the merits of researching underlying priorities as behaviour and preference indicators. Taking into account the near permanent nature of personality and priorities, It is important that such research be taken to a bigger sample to validate the outcome. • Researching priorities does allow for new insights to emerge which are not so apparent from mere demographic analysis. • The resultant segments are distinct, easy to understand and to action, thereby creating greater empathy between the audience and the marketer.
