Have you ever wondered why some people strive for power and control in their lives? Or why certain individuals are drawn to specific brands and products? It all comes down to Motivations—the driving forces behind our behaviors and desires.

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 tap into your inner power and discover what truly drives you!

Power: Embracing Control and Autonomy

The Power Motivation revolves around the desire for control and autonomy in our lives. Individuals driven by this Motivation seek to establish boundaries, assert their independence, and influence others. It's not about dominance or manipulation but rather a quest for personal empowerment and a sense of self-determination.

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

To Pursue:

Individuals with this sub-Motivation are driven by the desire to achieve their goals and ambitions. They are determined and focused on attaining success in their personal and professional lives.

To Be Independent:

Autonomy is essential for individuals with this sub-Motivation. They value their freedom and strive to make decisions without being influenced by others. Independence and self-reliance are key aspects of their identity.

To Be Different:

Those driven by this sub-Motivation seek uniqueness and individuality. They are not afraid to stand out from the crowd and often challenge conventional norms and expectations. Expressing their distinctiveness is important to them.

To Control Others:

This sub-Motivation involves a desire to influence and direct the actions of others. It's about taking charge and asserting authority to shape outcomes and maintain control in various aspects of life.

To Be Superior:

Individuals with this sub-Motivation strive for superiority and excellence. They have a competitive nature and seek to surpass others in their achievements. It's not about dominance over others but rather personal accomplishment and recognition.

Power and Luxury Automotive Brands

When it comes to brand preferences, individuals driven by the Power Motivation show a strong affinity for luxury automotive brands. According to our research, the top brands Power-driven people love are Land Rover, BMW, Mercedes Benz, Nike, and Apple, in descending order. The love for luxury cars is evident, showcasing the desire for status, sophistication, and the feeling of being in control. If you're targeting an audience motivated by Power, focusing on luxury automotive brand affinity is a strategic move.

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.