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Crossmedia, Social, Mobile, Business Modeling, Marketing, Research and insights

Research on mentality approaches. Let the show begin

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The reason for not having published more over the last weeks is because I have had a very tight time schedule. Now, this week, we have a small vacation. I can proudly say that we have officially started the research program on mentality approachesabout three weeks ago. With we, I mean my students Noora Al-Ani (Finland), Heli Kleemola (Finland), Masoud Banbersta (Iran) as team ‘Jumpers’ and Niniane Veldhoen (Netherlands) and Matthijs Rotte (Netherlands) as team ‘Doves’ and me. Of course, the program will be tutored by Harry van Vliet and undoubtedly I will get support from my fellows. So, what do we mean by mentality approach?

My definition of mentality is: A habitual or characteristic mental attitude that determines how you will interpret and respond to situations[1]. If this is true – the Jumpers and Doves are currently conducting desk research on definitions and scopes of mentality – a mentality approach would be business model(s) to target audiences based on the mentality (mentalities) of consumers. So, basically, this research theme is about new target audience segmentation models. 

The Jumpers (don’t ask me why they are called as such but Jump is the name of a special program in the faculty’s ICM, International Communication and Media) focus on cultural differences in mentality approaches of Amnesty International in Finland and The Netherlands. This team will also study the mentality approaches of the Eurovision Song Contest (o lordy lord). The key question is: Do these institutions use mentality approaches and if yes, what are they and can we determine the cultural differences? 

The Doves will research the SoV – Share of Voice – in primarily spontaneous use of the brand name Dove (personal care products by Unilever) and the sentiment of use in social media. Again, we are looking for mentality issues in SoV (see entry about Brand to Community).  I must say that I am proud to conduct this research (as part of a larger research with Saxxion University and various non-educational institutions) and assist the students in their themes.

As always, if you have any suggestions regarding this research, please tell them. So, let the show begin. I’ll keep you posted.


[1] Source: wordnet.princeton.edu/perl/webwn

Written by Kees Winkel

February 26, 2008 at 13:54

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