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ColumnStimulate "human psychological needs": From the "Communication Motivator Survey"

When we analyzed items related to "human psychological needs" in the "Communication Motivator Survey" according to gender, age, and other attributes, the results showed some prominent characteristics, and offered hints that can be used in planning activities. We will introduce a few examples here.

In September 2009, "The Dentsu Cross Switch Team" announced the "Communication Motivator," a new consumer analysis method. Using the Communication Motivator, you can conduct surveys and analyses of 57 basic human psychological needs based on original consumer analysis indexes. When we analyzed motivation related items from a variety of perspectives, we noted prominent characteristics for each target. We will introduce a few examples of those characteristics here.

The motivators "want to be comforted" and "want to alleviate stress" were highest among women in their 20s

First, let´s look at the differences in motivators by gender and age.
We could see a notable difference between men and women for the items related to "being comforted." Women have a stronger desire than men to be comforted. Out of all the women surveyed, 45.2% responded "Yes" to the item "want to be comforted," compared to only 28.0% of men.
Breaking down female respondents by age, 53.8% of women in their 20s and 51.2% of women in their 30s responded "Yes," indicating that young women have an extremely strong desire to be comforted.
Similar trends can be seen for the item "want to alleviate stress."
Out of all the women surveyed, 42.9% responded "Yes" to the item "want to be comforted," compared to only 30.2% of men. Once again, broken down by age groups, 60.3% of women in their 20s and 52.2% of women in their 30s responded "Yes."

want to be comforted

<want to be comforted>

want to alleviate stress

<want to alleviate stress>

Table of "Yes" responses for motivators (by gender and age)

© 2012 The Dentsu Cross Switch Team

Motivation to "build up savings" was low among men in their 40s, and high among women in their 20s and 30s

Next, we will look at the motivation to "build up savings," which was the strongest motivator of all.
This desire was strongest among women in their 20s, 58.3% of whom responded "Yes."
Conversely, the results were rather low for men in their 40s, at only 23.5%, or less than half of the ratio for women in their 20s. This represents one unique characteristic of modern males.

want to build up my savings

<want to build up my savings>

Table of "Yes" responses for motivators (by gender and age)

© 2012 The Dentsu Cross Switch Team

The desire to "be faithful to the rules" was higher among males aged 12-19 than men in other age groups.

Regarding the motivator "want to be faithful to the rules," 24.5% of males aged 12-19 answered "Yes. This was the highest score among all males. These results suggest that young men in their teens tend to feel very serious about following rules. On the other hand, only 10.0% of men in their 50s responded "Yes," or less than half of the ratio for teenagers.

want to be faithful to the rules

<want to be faithful to the rules>

Table of "Yes" responses for motivators (males, by age)

© 2012 The Dentsu Cross Switch Team

This survey clearly indicated that individual motivators differ depending not only on gender and age, but also on the region of residence, degree of involvement in product categories, personal values, and consumption behaviors.
In order to effectively communicate with consumers, it is increasingly important to think of ways to stimulate the target´s motivations, based on this type of psychological approach.

∇Outline of survey

(1) Subjects : Individual men and women aged 12-64
(2) Sample size : 2200ss
(3) Area : All of Japan
(4) Survey method : Internet survey
(5) Survey period : Mar. 20 (Fri) - 22 (Sun), 2009
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© 2012 The Dentsu Cross Switch Team