May 13, 2010 5:24pm
Posted by: Frank Capek
"Remember... you're unique… just like everybody else." Although, it may be a little funny to say it that way, thank heavens for diversity! For as much as we all have in common, our lives are more interesting because we're not all the same. We're interested in different things, we like different music, we're attracted to different kinds of experiences, and we have unique emotional reactions to the situations we're in.
Over the past 25 years, Customer Innovations has worked with a wide range of leading companies on the design of products, services, and experiences that influence customers. In the course of that work, we've helped clients understand how their customers' think, what their customers' feel, and how and why customers behave the way they do. That insight is used to design things that really matter to customers; that make a difference in their lives; that are intuitive easy to navigate; and that influence behaviors that make more money for our clients.
In this post, I will describe one of the key tools we use to do this work, called a Behavioral Portrait
A Behavioral Portrait
is rigorous approach to understanding the important ways that different people are attracted to, engage with, and respond to different kinds of experiences. It also explains why people have widely varying and highly individual emotional and behavioral reactions to the same experiences. The Behavioral Portrait tool is used to identify key behavioral differences between different customer personae (for more information see the following posts:
Personae Driven Experience Design
What is the Difference Between Personae and Segmentation?
measures preferences in five major areas that have a profound effect on the design strategy for influencing customers sensitive to these preferences. These areas are:
- Novelty Seeking.
Describes the degree to which a person is attracted to, comfortable with, and exhilarated by new and unfamiliar experiences. Novelty Seeking includes individual measurements for curiosity, impulsiveness, and extravagance.
- Harm Avoidance.
Describes the ways a person engages with ambiguity, risk, and unpredictable interactions with people they don't know. Harm Avoidance includes individual measurements for anticipatory worry, fear of uncertainty, and shyness with strangers.
Describes a person's preferences for social interactions and connections that influence their experiences and their lives. Social Orientation includes individual measures of introversion/extroversion, sentimentality, attachment, and dependence.
Describes a person's preferred mode of perceiving and interpreting information and then making decisions based on that information. Decision Style includes individual measurements of perceptual breadth, detailed versus conceptual interpretation, and analytic versus synthetic decision-making.
Describes the unique ways a person initiates action, as well as, their degree of focus and persistence over time and in the face of obstacles. Behavioral Activation includes individual measures of energy, directedness, criticality, and single-mindedness.
Customers have different reactions to product, service, and experience design/ execution based on their preferences. For example:
- Higher harm avoidant customers tend to get stressed about elements of the experience that are unpredictable, confusing, or seem risky. Higher harm avoidant customers also tend to react more negatively to any embedded element in the experience that might be perceived as a "violation of justice." For example, in a restaurant, they will react more negatively if people seated after them are served before them.
- More socially oriented customers will go along with the behavior of others and will respond more strongly to social influence. For example, more socially oriented customers will respond more positively to conservation programs that illustrate how their behavior compares with others (e.g., your electricity usage is 57% higher than the average for your neighborhood… or… the blue recycle bins are at the curb for every house on my street except for mine).
- Higher novelty seeking customers will tend to be the early adopters of the latest and greatest new technologies. They'll tend to engage more readily with interesting information about products and services. They'll tend to experiment with alternative medicine. Our research also indicates that they are more attracted to and more likely to return frequently to restaurants that offer a diverse experience or change up their menu.
We've found that by understanding the behavioral preferences for different customer personae allows us to design products, services, and experiences that engage a wider range of customers. You do this by allowing for personae-sensitive pathways. For example, you provide a high-novelty seeking pathway that customers can opt into if they desire that. However, you don't force the low novelty-seeking customers through that pathway because it's likely to make them feel uncomfortable. Customer Innovations has developed several tools for measuring these behavioral preferences. These tools include:
- The full
tool - an 85-question instrument that takes about 12 minutes to complete and provides a reliable measure of an individual's preferences across the 5 dimensions and 17 sub-dimensions described above. This full
tool is used as part of in-depth personae development research. It's also used to provide rich feedback to individuals about their preferences.
- A streamlined
tool - a 17-question set that can be embedded in a quantitative survey in order to correlate a respondent's behavioral preferences to their response to other questions about their experience, their attitudes, or their preferences for new product or service concepts.
If you have an interest in learning more about the approach outlined above or any of the associated tools, please let us know.