motivational research

motivational research

the measurement of attitudes and preferences likely to affect BUYER BEHAVIOUR. Motivational research is concerned with exploring the underlying reasons why consumers buy products, which can range from functional requirements to psychological needs like status and esteem. There are various techniques which may be employed to explore consumers' psychological needs, including in-depth interviews, psychoanalytical tests and group discussions. The results of motivational research can be used to generate ideas for new products, reposition existing products, and design ADVERTISING COPY to appeal specifically to the motives identified. See MARKETING RESEARCH.

Collins Dictionary of Business, 3rd ed. © 2002, 2005 C Pass, B Lowes, A Pendleton, L Chadwick, D O’Reilly and M Afferson