For years, large marketers with deep pockets have been able to learn and tap consumers’ real, emotional motivations. Now Motiv makes these powerful insights available to marketers of all sizes.

Laverne & Shirley was consistently at the top in TV viewership ratings. But if you asked people directly, almost no one would admit to watching it. People lie in conventional surveys and focus groups because they fear looking dumb. The phenomenon has come to be called The Laverne & Shirley Syndrome, and Motiv was designed to defeat it.

Laverne & Shirley was consistently at the top in TV viewership ratings. But if you asked people directly, almost no one would admit to watching it. People lie in conventional surveys and focus groups because they fear looking dumb. The phenomenon has come to be called The Laverne & Shirley Syndrome, and Motiv was designed to defeat it.

  • Motiv™ is The Crafton Group’s proprietary insight discovery and strategy development tool.
  • Motiv is a generative research technique. It uses open-ended questions and peoples’ own words to discover the real, often hidden, emotions that motivate purchase decisions.
  • We’re then able to quantify the intensity and relevance of those Emotivations™.
  • Armed with those insights, we craft marketing messages, programs and products that will influence people to make decisions in our favor. In other words, to buy what we’re selling.
  • Compared to most other research and strategy-development techniques, Motiv is faster, cheaper and more immediately useful.

Motiv has worked for marketers of all sizes in a wide range of businesses. From farm equipment to pharmaceuticals, finance to fizzy drinks, higher education and high-end dining. Motiv can help you see your customers in a whole new, more profitable way.

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