The Three Faces of LaborDiscovering mental models towards the “inner experience” of
employment
Research Conducted for SEI Center for Advanced Studyby
Stephen D. Rappaport and Howard R. MoskowitzQuestioning Institute
with assistance from Ellen Fu, UPenn
October 25, 2012
DEVELOPED ELEMENTS FOR “Inner Experience” VIGNETTES
ANALYZED DATA
SURVEY
STUDY POPULATION: 16-64
Total Sample
Seg 1 Self Driven Online
Banking Seekers
Seg 2 Technology/
High Security Seekers
Seg 3 Collaborative
Online Seekers
Seg 4 Personal Touch with Technology
Base Size: (267) (105) (50) (59) (53) Constant: 31 34 28 31 26
OC1 Connect online in 'real time' with a customer rep via instant messaging, voice over IP or video conferencing via your computer 0 2 2 5 -13
OC3 Faster loan application process…work in real time online with a loan officer 0 0 -8 12 -8
OC4 Our bank's customer service reps will help you browse and use our online banking services -1 0 -6 10 -10
OC2 Use our online tool to find and schedule at your convenience an online working session with an expert such as investment broker, insurance agent, and/or loan officer -3 1 -11 6 -12
ON3 We will answer all your requests in 'real time' by email, instant or text messaging 1 7 -11 3 -1
ON4 We offer 'On demand' status reports for services requests (e.g., loan application) delivered to you via e-mail, text or instant messaging
1 6 -4 -3 0ON2 No more paper mail... We will send you statements and images of
transactions securely by email -2 5 -17 -5 2ON1 We allow you to pay bills securely using your mobile devices (cell
phone, PDA, Blackberry, etc.) -4 2 -13 -9 -2
BR3 We offer a bank-issued smart card so we can recognize you entering the branch and process your needs faster 4 2 6 -3 13
BR4 Choose a secure eye or finger security scan to identify you immediately in-branch and at ATM 4 3 10 -1 3
BR2 We have the most secure biometric system that identifies you as you enter the branch so we can process your needs faster 2 -1 8 -5 6
BR1 We will recognize our customer's mobile phone signal when entering a branch so we can recommend appropriate bank products, promotions and special services -4 -3 -6 -11 2
Online Collaborative
Online Other
In-Branch Recognition
No more paper mail – we will send you copies of statements by secure e-mail
Securely manage your account by PDA, Internet of automated telephone
Our banks customer services reps will help browse & use our on-line services
Manage all your banking needs with a state of the art kiosk and be confident that live help is available if you need it
No more paper mail – we will send you copies of statements by secure e-mail
Securely manage your account by PDA, Internet of automated telephone
Our banks customer services reps will help browse & use our on-line services
Manage all your banking needs with a state of the art kiosk and be confident that live help is available if you need it
MINDSETS SEGMENTATION WIZARDINTERESTS & EMOTIONS
Recruited through online panel
16-64 Gen Pop
507 completes
Online Panelists Read and Rate
IdeaMap
Respondents Rate Vignettes Two Times:1) How well it describes me, 2) Select an Emotion
©2012. Questioning Institute. Presented to SEI Center for Advanced Study 5
What We Uncovered: 3 Mindsets
Total Sample: “Status Quo”• Worry about future, have support from friends/family, look for
any job.
Segment 1: “I’m Out of Date” (27%)Need to update skills, including social networking;, looking for any job but would like to have one like they had; have support from friends/family,
Segment 2: “I Still Have It” (49%)See themselves as capable and confident, but concerned about future at same time.
Segment 3: “I Can Adapt” (24%) confident in oneself, has social support, willing to change, critical of employer practices.
October 25, 2012
Mental Models are Within People:They are Not Related to Employment Status
And also not related to demographics
Example: Government Job and Career Service Sites
Career Services•Career counseling•Skills assessment•Resume development•Career workshops (such as job
search strategies, networking, interview skills, etc)•Career resource library• Job search resources and job
placement assistance•Referrals to other educational,
training and social servicesSource: http://www.labor.ny.gov/dews-index.shtm
• “Laundry List” of services•One size fits all assumption
What if it were possible to tailor services to mental
models?
With a Few Questions, You can Assign Individuals to Segments
Segment 2: Still got itYou See Yourself As ...
Worried about your futureMore capable than your resume showsWill do everything to get through thisOpen to any job you might be qualified for
You Do Not See Yourself as ...Having the skills employers wantNeeding to update your skillsChanging careers Needing to be retrained for today's jobs
What would be the strategy for a person
with this mental model?
How would it differ from the others?
©2012. Questioning Institute. Presented to SEI Center for Advanced Study 9
Conclusions, Implications and Next Steps
We made a big step in identifying mental models and creating a micro-science of the inner experience of employment
Mental models can be used to guide policies, and develop and programs and practices that fit people
Improving chances for people to gain, retain or change employment may require keeping, changing or replacing mental models held by people, and the private and public sectors
Next steps: identify the mental models of employers and policy makers; then make recommendations based on the three studies
October 25, 2012
©2012. Questioning Institute. Presented to SEI Center for Advanced Study 10
Appendix
October 25, 2012
Elements Used in the RDE Research Protocol360 View of the Inner Experience of Employment
Total Sample“Status Quo”
Total Sample: No strong elements that sample agrees "describes them today." Middling support for elements implying a consensus around employment today: that people are worried, have family/friends support, and willing to look for anything. They don't feel that social networks are particularly valuable.
Segment 1:“I’m out of date”
"I'm out of date" - see themselves as needing to update skills and modernize, draw on personal support, looking for anything. Don't "blame" employers; see little value in social networks.
Segment 2:“I still have it”
"I still have it" - unwilling or doesn't see the need to change, confident that the skills they have are enough, yet concerned about the future.
Segment 3:“I need to adapt”
"I need to adapt" - confident in oneself, has social support, willing to change, critical of employer practices. This is the "attitude" the employment community promotes, but it's only 1/4 of the sample.
Segments by Age and Gender
Segments by Education and Region
Segments by Income
Segments by Ethnicity/Race and Marital Status
Sample Demographics: Age, Gender, Education, Combined HHI, Marital Status
Age n %16-17 35 7%
18-24 137 27%
25-34 139 27%
35-44 92 18%
45-54 73 14%
55-64 27 5%
65 and over 4 1%
Female 276 54%
Male 231 46%
Gender n %
Still in High School
36 7%
Some High School, no Diploma or GED
14 3%
High School diploma/GED
106 21%
Some college/No degree
116 23%
Certification from a Community College o training program
17 3%
Associate degree 58 11%
Bachelor degree 117 23%
Master degree 26 5%
Doctoral or Professional degree
17 3%
Education n %Less than $25,000
80 16%
$25,000-$49,999
153 30%
$50,000-$74,999
96 19%
$75,000-$99,999
68 13%
$100,000-$149,999
44 9%
$150,000 - $199,000
17 3%
$200,000 or more
7 1%
Prefer not to answer
42 8%
HHI n %
Single, never married
233 46%
Married 189 37%Divorced or separated
36 7%
Committed relationship
41 8%
Widowed 8 2%
MaritalStatus n %
Sample Demographics:Ethnicity, Marital Status, Kids Under 18, Living Arrangements, Own or Rent Home
White 328 65%Black or African-American
44 9%
Hispanic or Latino
40 8%
Asian 55 11%
American Indian/Alaska Native/Hawaiian Native/Pacific Islander
6 1%
Some other race
3 1%
2 or more races
21 4%
Prefer not to answer
10 2%
Ethnicity n %Single, never married
233 46%
Married 189 37%Divorced or separated
36 7%
Committed relationship
41 8%
Widowed 8 2%
MaritalStatus n %
Yes 224 44%No 283 56%
Kids U18 n %
Own 275 54%Rent 176 35%
Own/Rent n %
Live alone 88 17%Live with spouse or partner
245 48%
Live with friends or roommates
40 8%
Live in parent's home
118 23%
Parents live in my home
16 3%
Living n %
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