Efficiency and indulgence, refuge and escape, conformism and showmanship, child-like delight and intellectual growth, the payoffs from technology in personal life are dichotomous, says the latest JWT Brand Chakra study. In work life, technology can facilitate democracy or meritocracy, be a performance leveller or a performance discriminator, foster conformism or creativity. Technology can be functional and symbolic, in the temporary and immediate or in the permanent and the long term. It can help social anchoring or enhance social clout.
Mythili Chandrasekar, Senior VP and Executive Planning Director, JWT, who has worked closely on the study, said, “With more and more young Indians beginning to work in the technology space, consumers will expect clearer messages on how technology translates into superior experiences.”
The study reveals that all depends on one’s orientation, be it one looking to satisfy the need to belong or need to be individualistic. At the very least, technology helps celebrate life, but as one goes up the ladder, it becomes a life-evolving tool. The study identified five types of technology mindsets. The first is ‘The Doer’, who is keen on upgrading quality of everyday life, with a thirst for ease and efficiency in day-to-day life, wants technology to maximise life and help balance different spheres.
Second is ‘The Connector’, who has the strong urge to nurture relationships and stay anchored. Third is ‘The Indulger’, who has the fundamental need for fun and entertainment to cope with day-to-day pressures. Fourth, is ‘The Discriminator’, who is pressured to establish, redeem, conquer, catch up or breakaway to create a distinct identity and distance himself from the rest. And fifth is ‘The Explorer’, who has instinctive thirst for excitement through new experiences and keen to constantly add new facets to his life.
“Technology is no longer just about convenience and greater efficiency, its influence on the average individual is becoming more profound and life defining,” said Chandrasekar. Technology is now the most powerful agent of mental evolution. The power and worth of any technology will increasingly be evaluated in terms of its ability to unlock and express the power of the mind and the intellect.
The study was done through in-depth discussions in Mumbai and Chennai with 25-35 year old early adopters, working in technology companies, and attempted to answer the question “what are the deeper payoffs that consumers seek and are getting from technology in their lives - both personal life and work life?” The study found that technology largely catered to Pleasure and Power chakra needs in our lives. The study identified almost 20 payoffs that technology brands could use to connect with consumers.
Some examples of the summary of most resonant chakra payoffs includes Survival Chakra (Gives a sense of security and stability, reflects one’s spirit of persistence),
Pleasure Chakra (Creates the desire to try out new things, makes me feel attractive,
fills me with vitality and joy and makes me happy with myself and less jealous of others), Power Chakra (Helps me achieve my goals, symbolises my influence over others, enhances my optimism about life, etc.).
The findings are particularly relevant for brands in the personal technology domain like personal computers, Internet connectivity, telecom, mobiles and visual imaging gadgets.