Future Case

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

Archive for June 2008

6 months of research have led to a list of mentalities

with one comment

Niniane Veldhoen and Matthijs Rotte have finished their research on mentalities. That is, they have delivered their paper before the deadline (Friday, 13 June 2008, 17.00). In believe that 6 months of research have led to a list of mentalities which is a very useful tool for further research. Niniane and Matthijs are among the first to graduate in the readership.

Nininane and Matthijs’s theme is ‘A matter of mentality’ and I am proud to say that the two have done a remarkable job. All that is left for them at this moment is undergo their ‘defense session’, as we call it at the faculty. On July 4th, they will have to defend their writings. An ‘assessor’ will ask them difficult questions after they have presented their case.

I have agreed with Niniane and Matthijs that I will not publish the list – and include an analysis and give some remarks – until they have done their defense (it could influence the assessor as my judgment over the work high that I am very happy).

One thing I can publish here is Nininane and Matthijs’s improvement of the IMAB model. There has been discussion about it with Harry van Vliet questioning whether the current model is depicting a linear system. The outcome of this discussion is that the parts of the system are valid but most certainly not linear; The individual parts – Identity, Mentality, Attitude and Behavior influence each other.

I wish Niniane and Matthijs good luck on the 4th of July and hope to do a lot more work with them.

Written by Kees Winkel

June 14, 2008 at 14:25

%d bloggers like this: