Emotional Motivation and Insights: Perspectives From the 2016 GRIT Report
Here’s where you can find Sentient in the 2016 GRIT Report.
Read Dr. Reid’s Commentary on Page 33
Dr. Reid’s topic for this year’s commentary, “Emotional Motivations and the Long-Term Adoption of Innovative Insights,” is a perfect follow-up to the GRIT Top 50 as he examines the emotional motivations of the list’s “Most Innovative Clients.”
Dr. Reid begins by describing “promotion” and “prevention” focuses in motivational theory. Both motivational profiles—the former giving precedence to achievement and advancement, and the latter to safety and security—live within us all, he notes. What does this mean to the GRIT Top 50? These motivational principles can help us understand why some insights professionals are more successful at getting innovation adopted within their organizations than others.
“This moment in our industry inspires the promotion side of me. I get excited by all of the innovation that is advancing our knowledge of consumer behavior. But my prevention side is activated by this moment as well. To create long-term impact, we must address the safety and security concerns of our ultimate buyers by standing on the shoulders of sound science and demonstrating the business impact of our innovations.”
As Dr. Reid writes, “It might surprise you to hear that it’s not all about achievement and advancement!”
Three Things Innovative Clients Have in Common
So what are the “Most Innovative Clients” doing right? Sentient has over a decade of experience working with some of the Top 50 and Dr. Reid points to three specific things these companies have done:
- created a promotion-focused culture fertile for innovation
- attracted a great proportion of innovative minds
- operated with an implicit understanding of the prevention motivations of the ultimate decision makers
There’s much more to the piece than what we’ve shared here, so be sure to read the complete commentary.
Sentient Debuts on the GRIT Top 50 Most Innovative Suppliers List
The GRIT 50 Most Innovative Suppliers & Clients is always a highlight of the report but this year’s list holds special meaning—we’re on it! That’s right, Sentient Decision Science has broken through at 30.
The list for suppliers ranks how well market research companies leverage innovation as a brand element. Companies are chosen based on perceptions of innovation within the global market research industry. To quote Dr. Reid, Sentient’s inclusion “marks a significant day in our rich history of making insight on emotions and access to the non-conscious practical for any researcher in the world.”
You can find the full bill on page 24.
