Future Case

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

Go mental, the workshop

with one comment

Every year there is an intercultural festival called Crossing Cultures. It offered by two faculties, Economy & Society – our neighbors – and our ‘s, Communication and Journalism. Our research group was asked to conduct a workshop and I took the task upon me, along with my graduates Niniane Veldhoen and Matthijs Rotte. They are researching mentalities and are progressing significantly. Although we only had six participants – women only – the feedback was good and we have learned a lot. Our aim was to test our research tools that we will use when we go public and ask approximately 300 people (as a first batch) to participate in our research.

After having introduced the topic ‘Go Mental’, we went to work. First of all, the participants had to rank a list of 25 statements that touch mentalities. Niniane and Matthijs put the results in an Excel sheet. Quite an amazing outcome. The mental attitude of the female colleagues ranked high in the desire to be independent and low on wanting to be rich.

The second exercise focused on the participants’ individual mapping of their mentality(ies) by means of six contradictory statements on a gliding scale. Although the participants enjoyed the exercise, we understood that the contents of the tool needs refinement. No problem. I am happy we have tested it.

The third little exercise went as follows. We used the same gliding scale and statements but now showed three times three brands. The workshoppers now had to determine the ‘mentalities’ of those brands.

If As I said, the feedback right after the workshop was very well. People really liked the topic and were interested in our research. May 22, all students working with the research group will present their work to the regular members of the group. After this meeting, I will post extensively about our mentality project. Meanwhile, I’ll keep you posted with bits of info.

I would really like to thank Niniane and Matthijs for their good work and commitment.


Written by Kees Winkel

April 18, 2008 at 13:13

One Response

Subscribe to comments with RSS.

  1. It was our pleasure. And hey!, we learning a lot. Thanks to the participants from our side. And you ofcourse Kees, for al the support. Now back to work on Mentality.


    April 21, 2008 at 13:29

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out /  Change )

Google+ photo

You are commenting using your Google+ account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )


Connecting to %s