Have you ever wondered why people keep the box after buying something, even if they have no use for it? Motivations go beyond functional reasons and play a significant role in shaping our behaviors and choices.

By profiling more than 400,000 people in 70 markets across the world, we have identified six core Motivations that drive everyone at varying levels. Accomplishment, Affection, Information, Possession, Power and Protection. These six core Motivations are comprised of 25 sub-Motivations which are each defined by individual statements that help us dive deeper into the uniqueness of each person and their drivers.

In this blog post, we'll dive into the intriguing world of Motivations and explore one of the six core Motivations - Information. We'll uncover its characteristics, share fascinating facts, and demonstrate how understanding Motivations can empower marketers to connect with their target audiences on a deeper level. Get ready to embrace the power of curiosity and knowledge sharing!

Information: Unquenchable Curiosity

The Information Motivation revolves around the innate need to acquire knowledge and share it with others. Individuals driven by this Motivation possess a natural curiosity, fueled by a desire to understand how things work and the reasons behind various phenomena. They find fulfillment in gathering information and have a genuine enthusiasm for learning and sharing it with others.

Let's explore the sub-Motivations that define Information:

To Know

People with this sub-Motivation have an insatiable thirst for knowledge. They actively seek out information to expand their understanding of the world, always striving to learn more.

To Tell Others

Sharing acquired knowledge is a vital aspect of the Information Motivation. Individuals driven by this sub-Motivation find joy in teaching and enlightening others, using their expertise to solve problems and make informed decisions that enhance their lives.

The Dominance of Information

In today's information-driven age, it's no surprise that the Information Motivation is the top core motivation across almost all the markets surveyed. From deciding where to go on the weekend, how to get there, or what to eat, our choices are driven by information. The thirst for knowledge and the desire to make informed decisions are deeply ingrained in our society. Interestingly, the only markets where Protection ranked just above Information were Japan, Hong Kong, and Taiwan.

Understanding Motivations: Empowering Marketing Strategies

Our in-depth Motivations study has revolutionised how our clients approach audience understanding. By unravelling data-driven human truths about their target demographics, we enable marketers to develop strategies that connect on a profound level. Instead of relying solely on demographics and consumption patterns, we now comprehend what truly drives audiences and shapes their decision-making processes. This knowledge empowers marketers to tailor creative messages and plan media and engaging offline events that align with the core Motivations of their target audience, breaking biases in product positioning.

Unlock the Full Fact Files

Curious to learn more about Motivations and how they can transform your marketing approach? Download our comprehensive report to gain valuable insights into the Motivations that drive consumer behaviour.

Embrace the power of Motivations and unlock the potential to connect with your audience in ways you never thought possible.