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Introducing the MindSight Motivational Matrix

In: The Science of Why

Author

Listed:
  • David Forbes

Abstract

To understand consumers’ motivations and build products to fulfill those motives we need a comprehensive playbook, a detailed map of the emotional landscape of human motivation. As in any map-making exercise, we first have to identify the names of all the places on the map, and then we need to understand where each is located in relation to the others. In this chapter we will provide the first look at our motivational marketing playbook—the MindSight Matrix.

Suggested Citation

  • David Forbes, 2015. "Introducing the MindSight Motivational Matrix," Palgrave Macmillan Books, in: The Science of Why, chapter 0, pages 25-34, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-1-137-50204-9_3
    DOI: 10.1057/9781137502049_3
    as

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