The Intensions® Model provides a new way to understand and harness human motivations. Combining the theory of morphological psychology with behavioural economics, this model allows organizations and brands to finally understand what's driving their customer's behaviour.
The Intensions® Model looks at six psychological drivers that work together to influence human behaviour. These six drivers always exist ‘in tension’ with each other, providing static and dynamic extremes of human motivation, which can be represented in a hexagonal system.
TENSION 1: SAFETY VS. CHANGE
This describes the fundamental human drive for safety, continuity and the desire to hold on to what has been acquired, which exists in tension with the fundamental human drive for change, dynamics and the desire to abandon safety for movement.
TENSION 2: IMPACT VS. STRUCTURE
This describes the fundamental human drive for rules, regularity and the desire to adapt to social expectations and structures, which exists in tension with the fundamental human drive to express individual intent, personal preferences and the desire to influence through action.
TENSION 3: GROWTH VS. SUPPORT
This describes the fundamental human drive for achievement, ideals and desire to attain new levels of accomplishment, which exists in tension with the fundamental human drive for skills, resources and practical appreciation of individual limits and limitations.
BUILDING AN INTENSIONS® MODEL
Through a process of in-depth morphological interviews, our team are able to diagnose how these drivers are influencing customer motivations and behaviour in a market, category or situation - resulting in a customized Intensions® Model.
From food to finance, healthcare to advertising, the Intensions® Model has been used by clients around the world to understand audience motivations, uncover market opportunities, and improve the impact of advertising. If you'd like to learn more about the Intensions® Model, please contact us at: firstname.lastname@example.org.