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Human Motivations Amid Disruption: 5G, COVID-19 & More

Posted by Chris Neal

Mon, Oct 26, 2020

Question: What do a global pandemic, 5G technologies, and puberty have in common?

Answer: Massive disruption as we know it.

Let’s start with the global pandemic. Like everyone, my household has had to adapt drastically in the face of a pandemic. In addition to stocking up on toilet-paper, our family’s digital dependence has sky-rocketed. It has exposed the limits of our internet access and Wi-Fi functionality, and frayed the fragile fabric of our family’s functionality. Our use of streaming video apps is much higher now, and it’s unlikely to go back to pre-pandemic levels long after the pandemic is gone. And we are not alone—in CMB’s COVID-19 tracking research, streaming video app usage across the US has also increased dramatically, and most people don’t expect it to return to pre-pandemic levels even after the virus is contained:

5G Blog COVID Data

Putting this problem into the Fogg model, we see our motivation to try something different/better for our internet access situation has increased dramatically. But, like most zip codes, broadband ISP competition is scarce. Better internet access is competing with toilet paper now in that upper left-hand quadrant of Foggville:

5G Blog Oct 2020 Fogg Model Internet Access-1

And this brings me to 5G technologies, the fifth generation technology standard for broadband cellular networks and the successor to 4G LTE.* This technology will increase the ability of many people to significantly improve their internet connectivity and potential, either as a fixed internet access substitute alternative, or for some households who may want to use 5G cellular connectivity as their only internet access (both inside and outside the home):

5G Blog Oct 2020 Fogg Model 5G-2

Oh, yeah: and puberty? My household is also navigating this pandemic with two teenagers, which is a miserable time of life to be stuck in the house with your parents pretty much 24/7. GenZ is the first generation to grow up not knowing life before pervasive mobile internet connections. One of their first waking memories was discovering the delights of a mobile fart app on the iPhone. And while I personally thought that was the pinnacle of potential for the mobile internet at the time, the industry has since risen to much greater heights. 5G is going to open a whole new world of application possibilities, and GenZ will be key in determining which of these take off. Video-enabled communications with friends (TikTok, FaceTime, Zoom, etc.), and online gaming will benefit most from 5G in the near-term. Usage has gone through the roof since the pandemic, and is unlikely to ever fully return to “normal”. The next wave may well be driven by Virtual Reality and/or Augmented Reality-enabled applications. Coincidentally, GenZ have the strongest interest in VR/AR gaming, and we know this generation is using online multi-player gaming for socialization more than ever during the pandemic.

UNDERSTANDING HUMAN MOTIVATION IN THE FACE OF CHANGING TECH ABILITIES

Any company trying to capitalize on the opportunities presented by a dramatically increased ability to deliver new and better 5G-enabled services to people can benefit by analyzing which specific human motivations are most important for any given new service, and how the pandemic may have altered these.

BrandFx Four Benefits Pillars

Let’s take basic broadband internet access in my household as an example:

  • FUNCTIONAL (what I want to do): our existing internet access is insufficient now that two teenagers are doing remote learning most days and two adults are teleworking: all four individuals are spending much more time on video streaming platforms, often simultaneously. This impacts the adults’ work productivity and the kids’ learning. Additionally, we are all streaming more digital entertainment (TV shows, movies, and online gaming for the kids) now that we don’t go out anymore. The Functional motivation is very clear.
  • SOCIAL (where I want to belong): Other people I know have switched to a 5G internet service. I’ve heard through online forums from people I don’t know about their experiences with 5G.
    • My kids rely on fast internet service with low latency for social connections. Problems with Facetime glitching or high ping/latency while playing Sea of Thieves with friends increases their (already high) sense of social isolation.
  • IDENTITY (who I want to be): I’d like to think I’m smart, leading edge, and open to change. I won’t keep to the status quo just because it’s familiar. And I solve practical problems around the household.
  • EMOTIONAL (how I want to feel): I am very frustrated and annoyed by my current internet service plan: the internet quality and reliability doesn’t meet my family’s current needs during this pandemic, I don’t feel like I’m getting value for the price I am currently paying, and I don’t feel respected when I call customer service.
    • I feel anxious, however, that switching to 5G may compromise the security of my internet access. And I am concerned that it may be unreliable (e.g., glitchy when there is severe weather, because I’ve heard about this with satellite TV connections).

Across many industries and products, we have found that the emotional, identity, and/or social motivations are just as—and often more—important determinants of a new product’s success than the functional ones. And the interactions across different types of motivations can be highly prescriptive for laying successful go-to-market plans in the face of extreme uncertainty.

We are neither soothsayers nor oracles, but we do know how to leverage the power of psychology to help navigate a future that promises to be full of change and more disruption.

*No, this is not another conspiracy blog about how 5G technologies caused the Covid-19 outbreak. They did not.


Christopher NealChris Neal, VP of CMB's Tech & Telecom Practice, has over 20 years of experience in high tech, online, consumer electronics, telecom and media insights, analytics, and consulting.

Follow CMB on Facebook, InstagramLinkedIn, and Twitter for the latest news and updates.

Topics: technology research, strategy consulting, technology solutions, mobile, business decisions, consumer insights, millennials, internet of things, marketing strategy, Consumer Pulse, emotional measurement, brand health and positioning, customer experience and loyalty, growth and innovation, Market research, emotion, Artificial Intelligence, BrandFx, consumer psychology, technology, Gaming, Gen Z, AR/VR, collaborative intelligence, COVID-19, consumer sentiment, Next-Gen Gaming, customer centricity, AI, Habit Loops

Quirk's Brooklyn Roundup

Posted by Julie Kurd

Wed, Mar 11, 2020

Conference attendance looked a little different at last week’s Quirk’s event. We’re used to shaking hands, hugging, standing close in crowded rooms, and yes, sometimes even sharing food and drinks. That was all before the rising awareness of COVID-19*. My favorite greeting was the ‘spock’ hello, which to my surprise, my tongue-in-cheek post on Twitter earned much attention. While we awkwardly navigated the new cultural morays of greetings, and depleted Dynata and WebMD’s hand sanitizer gifts (thank you), we did manage to listen to some great sessions.

Julie Kurd Quirks Brooklyn Spock Tweet

In the most recent GRIT Innovation survey, Bex Carson of Brandwatch said “your next standout researcher is a mathematician & storyteller, scientist & artist, code-breaker & journalist.”  We saw a lot of that type of broad thinking here at Quirk’s:

  • Marc Goulet (Russell Research) and Tanya Pinto (Microsoft) spoke about applying a ‘human lens’ to predict what’s next. They urged us to focus on what people value and reject a culture that values primary research over other forms of discovery. Ultimately, we can broaden and deepen our view as researchers by taking a journalistic approach to data collection and storytelling, increasing our ability to quickly combine and integrate data sets, and looking for adjacencies and patterns (quant, qual, ethno, social, telemetry). While the challenges for insights professionals are complex, Goulet and Pinto’s session provided a much-needed reminder to focus on multiple inputs in business thinking.
  • Carmel Dibner from Applied Marketing Sciences spoke about using Machine Learning as a precursor to primary research. Her convolutional neural networks yield ~2,000 sentences from several million so you can harvest and work from there. ML is faster (processing power), better (overcomes human bias), cheaper, complete (comments from thousands), easier (machine does the work) and relevant (insights at the moment of truth). She shared an example of how machine learning informed product development, and marketing of blenders (mainly because blenders had great sub-types around aesthetics, ergonomics, technology, cleanliness, performance, brand). The machine worked with 18,000 sentences, and from there, machine learning experts identified the sources, trained the algorithm, ran the machine, produced the output and conducted the analysis. In this case, the machine distilled a massive amount of information into 97 unique insights, translated directly into consumer needs. On average, Applied Marketing Science finds there’s between 30-100 needs that can be uncovered in these explorations, providing a fertile hunting ground informing primary research.

AMS_MachineLearning

  • In his Brand Disruption presentation, CMB’s own Mark Doherty spoke about how it’s impossible to build consumer-centric brands with brand-centric research. Using our latest BrandFxSM study, he described the four psychological benefits that brands must provide to drive consumers: Functional, Emotional, Identity, and Social. As consumers become increasingly empower, and industries more fragmented, it’s critical to focus on how brands help people enhance what matters to them, including their self-image and pride, as well as the aspects that connect us.

Mark BrandFx Slide

  • Finally, at Quirks, we pondered some of the holes in our own information vocabulary and knowledge. For those who really want to understand our increasingly complex information ecosystem, it’s time to listen to Kathryn Korostoff, founder of Research Rockstar. Kathryn broke down the myriad types of data sources, ways of categorizing data, and types of quantitative data. When highly-seasoned researchers are walking out of the room saying ”oh my gosh I use ‘first vs second party data’ imprecisely,’ it’s clear that there’s always room to learn.

ResearchRockstar_ComplexInfoEcosystem

Whether you’re laying low, or still traveling, the lifelong journey of learning never ends. Email us directly or click below to set up a virtual conversation.

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*Check out this Forbes article, featuring insights on consumer behavior from our own Erica Carranza, Ph.D., VP of Consumer Psychology.


Julie KurdJulie Kurd is the VP, Business Development at CMB.

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Topics: conference recap, BrandFx, collaborative intelligence, machine learning