What it does
The “DECODE Reward Map: Visual” KPI evaluates how well the visual information of a marketing asset aligns with core human motivations within the DECODE Reward Map, such as the need for security, excitement, or autonomy. It measures this alignment by analyzing whether the image matches or implies these core motivations. This is achieved by evaluating the semantic fit of each motivation to the image.
Why it matters
- Differentiate the brand: By understanding and addressing the unique motivations of their target audience, brands can differentiate themselves from the competition and establish a distinctive position in the marketplace.
- By addressing these motivations in marketing assets, marketing teams can create more compelling and persuasive messages that resonate with their target audiences.
- Increase relevance: Tailoring messages to specific motivational needs makes the content more relevant and meaningful to the target audience.
- Increase emotional connection: Tapping into deep psychological drives helps create a stronger emotional connection between the brand and the consumer.
- Drive action: When marketing assets align with an individual's motivational needs, they are more likely to inspire engagement, purchase, and loyalty.
How it works
Using a deep learning model, the KPI predicts the semantic fit between an image and each of the core motivations. The model provides a score that indicates how well the visual elements of the image support and convey the motivations.
How to achieve great results
- Adjust visuals or the overall approach to better meet the motivational needs of the target audience.
- If marketing assets lack excitement or novelty, incorporate elements that stimulate the arousal system (e.g., vibrant colors, bold designs, imagery of adventure and exploration).
- Address key motivational systems to enhance the effectiveness and engagement of marketing materials.
- Develop well-rounded assets that connect with the audience on a deeper psychological level.
AI models used
The deep learning model is trained on 400+ million pairs of images and corresponding consumer comments. During training, it learns to abstract from pixels and words to understand the underlying meaning and associations. The model can then assess the congruence between an image and specific human motivations, such as “care”, “excitement”, or “order”.
Science background: DECODE Reward Map
Insights from various scientific disciplines indicates that there are three core motivational drivers of human beings.
- Security: called panic- and fear-system in affective neuroscience, the goal of this system is to avoid fear and to strive for being cared for and for sociability (attachment, trust, togetherness, care, tradition etc.).
- Excitement: The goal of the seeking-system is to avoid boredom by seeking stimulation, change, innovation etc. The motivation to play is closely related to this.
- Autonomy: the rage-system aims to avoid defeat and anger by being superior to others (e.g., status, performance).
Different strands of science independently confirm that these three are the key drivers of human behaviour (see table). Each of these consists of a complex neural network including subcortical (i.e., very old) neural structures.
The “Big 3” motivations drive our behaviour from day one. Taking them one by one in turn,
- in the first few months of life, the proximity to parents, the security and the protection against danger is the most important thing for a baby (security goal). The result is trust and attachment.
- A little later, when a child is crawling, and especially once it can walk, it begins to explore the environment on its own two feet. It wants to gain experience and try out different things. It is driven by curiosity (excitement goal). In doing this, it moves further and further from its mother and father.
- The child already begins, at this point, to explore its boundaries and increase its independence from its parents (autonomy). At the very latest at preschool, it will start to fight over pecking orders; it is then driven by power and by prevailing. The excitement and autonomy systems reach their peak when we are around 20 – 30 year old, while the security system is at its peak both at the very beginning and towards the end of life.
For marketing (strategy) work, the DECODE Reward Map combines these three core motivational drivers to derive a map of six territories of human motivations.
The DECODE Reward Map can be used as a strategic planning tool, to inform and sharpen brand positionings. It provides a systematic approach to understand the implicit drivers of current users and non-users.