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Cognitive Models and Adoption Behavior
A cognitive model suitable for use in analyzing the mind of the customer needs to take both the emotional and the rational sides of the human condition. The following diagram shows the model that is used in persona modeling as the persona's 'brain' that determines a persona's response to a new product, service, experience or technology effect.
The components of this model include:
This model is a generic template of a persona. It is ‘instantiated’ as a specific persona when given the parameters of each specific persona. Therefore, each persona will have a different ‘behavior’ with respect to the concept being tested (i.e., the innovation of interest).
Persona models can be instantiated in one of two ways. The simplest approach is to use a spreadsheet. This has the advantage of being well known, simple and relatively straight forward. The results shown in Figure 4 above come from a spreadsheet model. These are useful in evaluating specific solution concepts against the identified personas to get a relative preference.
The disadvantage of a spreadsheet model is that it is not ‘dynamic’. It does not take into account the interaction among ‘agents’ that produce feedback and ‘behavior over time’ – effects which can elemental to innovation. A richer persona model is possible using system dynamics and agent-based modeling tools. These can show the behaviors of personas over time. the figure below shows some possible adoption behaviors that different personas exhibit toward different concepts.
As can be seen, there are many different types of adoption behaviors. The key to determining which adoption curve a specific persona will follow lies in the models linkage between the external effects (the inputs that the persona ‘sees’), and the internal ‘processing’ the persona does using the emotional and the rational sides of the ‘brain’. One aspect of this ‘processing’ is the way in which the persona interprets the input signal (the effect). For this processing, the Kano model provides a good ‘transfer’ function that determines a persona’s reaction to an effect. The Kano model is useful because it has been well studied and, most importantly, it captures the inherent non-linearities in people’s responses. These models have proved to be very effective in gaining insight into the diverse customer base for many different types of products, services or even to determine general customer perceptions and they provide a much richer and more actionable form of segmentation than is normally available.
- Effects (inputs)
- Adoption (outputs)
- Perceptual Filter
- Sensory Processing (outcomes & experiences)
- Cognitive Heuristics (emotional & rational)
- Action Processing (satisfaction & importance)
- Response Filter
This model is a generic template of a persona. It is ‘instantiated’ as a specific persona when given the parameters of each specific persona. Therefore, each persona will have a different ‘behavior’ with respect to the concept being tested (i.e., the innovation of interest).
Persona models can be instantiated in one of two ways. The simplest approach is to use a spreadsheet. This has the advantage of being well known, simple and relatively straight forward. The results shown in Figure 4 above come from a spreadsheet model. These are useful in evaluating specific solution concepts against the identified personas to get a relative preference.
The disadvantage of a spreadsheet model is that it is not ‘dynamic’. It does not take into account the interaction among ‘agents’ that produce feedback and ‘behavior over time’ – effects which can elemental to innovation. A richer persona model is possible using system dynamics and agent-based modeling tools. These can show the behaviors of personas over time. the figure below shows some possible adoption behaviors that different personas exhibit toward different concepts.
As can be seen, there are many different types of adoption behaviors. The key to determining which adoption curve a specific persona will follow lies in the models linkage between the external effects (the inputs that the persona ‘sees’), and the internal ‘processing’ the persona does using the emotional and the rational sides of the ‘brain’. One aspect of this ‘processing’ is the way in which the persona interprets the input signal (the effect). For this processing, the Kano model provides a good ‘transfer’ function that determines a persona’s reaction to an effect. The Kano model is useful because it has been well studied and, most importantly, it captures the inherent non-linearities in people’s responses. These models have proved to be very effective in gaining insight into the diverse customer base for many different types of products, services or even to determine general customer perceptions and they provide a much richer and more actionable form of segmentation than is normally available.
laschmitt |
Latest page update: made by laschmitt
, May 10 2007, 10:01 PM EDT
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