Microsoft, BBDO & IPSOS recently released a white paper entitled ‘Meet the screens’
As a bit of a synopses, the paper took a sample of people from five countries (United States, the United Kingdom, Saudi Arabia, Russia and China) and queried them about the personality traits they would assign to the various screens in their lives. The outcome is the personification of devices resulting in Archetypes that help to identify the personal role these devices play in peoples lives, with TV fitting both the Everyman & Joker archetypes, PC’s falling into The Sage, & Mobile Phones; The Lover – their most personal and intimate relationship.
All of this provides a terrific insight into the psychological relationships people have with their devices and thus how we, as marketers can utilise different devices to leverage these pre-disposed mindsets. Want to connect on a deep, personal level? Mobile might just be the right channel. Want to provide rich, deep information for high-consideration purchases? An online/digital solution may serve you best.
Whether you buy into this methodology or not, the paper is definitely worth a read for anyone interested in human behaviour and technology.
You can grab a copy of the white paper over here
