Post on 11-Apr-2017
Designing Emotion and reason to markets
7 February 2017Tore Kristensen
Design
• Several meanings• Traditional associations: form/function
Meaning of design
Simon: anyone designs, who devices aplan of action aiming at changing existing states into preferred onesHeskett: design, stripped to its essence, can be defined as the human capacity to shape and make our environment in ways without precedent in nature, that serves our needs and gives meaning to our lives.Evers: strategic design as a way designers can assist in creating shared vision, communication and commitment of multiple actors around product/service innovation
Business model
The business model can be defined as a broad conceptual frame addressing how value is created, delivered and getting paid for, and is characterized by the interdependent nature of its components.
Who designs?
7
Assignment: you design
A solution to keep people from drinking too much, say old people who can afford it but who often get too drunk, find themselves in trouble, wake up the wrong places etc:1. Challenges2. Actionable elements and material anchoring3. Design
foundations
• Embodiment; Woody Allens 80% success is just being there!
• Networkbased communication• Cognitive dissonans; people believe what they see no
reason for doubting • Rumours are easy believed because they are often not contradicted;
”embodiment”
Antonio Damasio The feeling of what happens 2000
From: Damasio The feeling of what happens
2000character content Conscious or
not
High reason Complex, flexible Meaning Conscious
FeelingsSensory pattern, intuition
Pain and pleasure (un)conscious
EmotionsComplex,
stereotyped responses
Primary and background emotions
Unconscious and moody
Basic life regulation
Simple stereotyped patterns of biological responses
Drives and motivations Unconscious
Pleasures of the body• Primarily sensed through the skin,
other sense organs and wholes in the body
• Tonic or positive hedonic state• Relief from unpleasantness
Pleasures of the mind• Stimulates emotions• complex• durable• Stimuli can be implicit or self
generated• Raise expectations (build
excitement)
Kubovy’s pleasures of the mind• Curiosity• Virtuosity • Sociality-embeddedness• Responsibility/taking care of others
Perception
”If you take the time to see, wonders become common place, and commonplace become wonders” Sara Little Turnbull
Embodiment (Clark)
1. Daily agent-environment interactions often do not require the construction and use of detailed inner models of the full visual scene.2. Low-level perception may "call" motor routines that yield better perceptual input and hence improve information pick-up.3. Real-world actions may sometimes play an important role in the computational process itself.4. The internal representation of worldly events and structures may be less like a passive data-structure or description and more like a direct recipe for action.
Are half the ads investments still wasted?
Market offers are speech acts - promisses (Searle)
• Mission statement match visual expression; or does it?
• Not all statements reach their destination or receiver
• Not all visual expressions are understood• Individuals see different things
Variation is in the minds of people; they see different things
Think of a murder, where witnesses see different aspects. Only a smart detective can get the story together and find the guilty
Experiment 1matching visual expression
and mission statement in a promise• Logo for a business school• 5 designers; 5 designs• 300 students and 300 other stakeholders web-based
questionnaire• 3 Thurstone scales = mission statements
– CBS is a dynamic business school – CBS is a credible business school – CBS is an international business school
Design can help markets getting through to an audience
1 st experiment• We want to test the effectiveness of 5 logos for
a business school• It was done by having an intermediate (design
council) to invite designers, brief them and pay a fixed fee for entering a competition
• Various experts attended presentations and decided
Experiment 1 research design• Logo for a business school• 5 designers; with each a design• 300 students and 300 other stakeholders web-based
questionnaire• How many responses did we get?• 3 mission statements =3 scales
– dynamic – credible – international
scales• Bipolar: we make rated paired comparisons• Non-numeric continous scales: asked
respondents to move cursor rather than translate feelings into number
• ”Repeated measures”: each respondent replied many times various choices
Screen dump EX
Screen dump EX
outcomes• 3 scales = mission statements
expressed by the management team – dynamic – credible – international
Estimate U, for each individual
• Uin = Vin + Oin
• Repeated measures• O context, reseach setting constant
Dynamic scale for person 19
Market preferences Credible
Market preferences scale (dynamic)
Market preferences International
How much do subject agree ?
Measure to make it possible to estimate individual preferences
Compare individual preferences of logos with between subject preferences of logos
Rated paired comparison
0% 20% 40% 60% 80% 100%
Dynamic
Credible
International
Sources of variation
Common subject variation Individual subject variation
Red = substantial variation, blue is between subjects
Experiment 2: logo for the east west bus company: transport people along the old Silk Road
between Asia and Europe
Research designDesign was made by Thai design studentConjoint layout with systematic variation
This experiment was conducted on-line in Thailand and Denmark. Missions statements/Scales:1. “ (The bus) arrives in time”2. “ (The bus conducts) safe and responsible driving”3 “ (The bus represents) cheap travel with convenient comfort and service”
4 Positions
3 kind of eyes
3 sizes of mane/tail
3 types of mane/tail
No eyeNo eye
The scales: Denmark
Scale 1 Reliable – no delayScale 2 Safety – responsible drivingScale 3 Inexpensive - good comfort
Scale 2 and scale 3 are highly correlatedScale 1 is different from scale 2 and 3
The scales: Thailand
Scale 1 Reliable – no delayScale 2 Safety – responsible drivingScale 3 Inexpensive – good comfort
Scale 2 and scale 3 are highly correlatedScale 1 is different from scale 2 and 3
Denmark and Thailand are equal
Scale 1 Reliable – no delay Pos2, 3 Pos1 Pos4
Scale 2 Safety – responsible driving
Pos 4 Pos 3 Pos 1, 2
Scale 3 Inexpensive - good comfort
Pos 4 Pos 3 Pos 1, 2
PositionsDenmark Pos 1 Pos 2 Pos 3 Pos 4
Scale 1 Reliable – no delay Pos3 Pos1, 2 Pos4
Scale 2 Safety – responsible driving
Pos 3, 4 Pos 1 Pos 2
Scale 3 Inexpensive - good comfort
Pos3, 4 Pos 1, 2
PositionsThailand Pos 1 Pos 2 Pos 3 Pos 4
Eye Denmark
Scale 1 Reliable – no delay
Scale 2 Safety – responsible driving
Scale 3 Inexpensive - god comfort
No eye
No eye
No eye
Eye Thailand
Scale 1 Reliable – no delay
Scale 2 Safety – responsible driving
Scale 3 Inexpensive - god comfort
No eye
No eye
No eye
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
In time
Safe & responcible
Cheap & Comfordable
Sources of variation
Common subject variation Individual subject variation
horse positions speak
Strongest common on safety & responsibility
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
In time
Safe & responcible
Cheap & Comfordable
Sources of variation
Common subject variation Individual subject variation
eye perception
Strongest common on safety & responsibilityweak on timeliness
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
In time
Safe & responcible
Cheap & Comfordable
Sources of variation
Common subject variation Individual subject variation
Size of mane and tail
Strongest common on safety & responsibilityweak on timeliness
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
In time
Safe & responcible
Cheap & Comfordable
Sources of variation
Common subject variation Individual subject variation
TYPE of mane and tail
Strongest common on safety & responsibilityweak on timeliness
General conclusions• Pragmatic (metaphorical or metonymical) signs can
transfer both problem solving capacity and meaning• Communication has always meta dimension
concerning meaning (Gregory Bateson)• Cultural ideosyncracies can be important, but not
always• Big inbetween variation can cause a market to break
down (Akerlof information asymmetry) • Behavioural segmentation may do the trick (media
habits, “clubs”, social networks, social media