X Marks The Spot: Deloitte’s Model For Quantifying The Value Of Human Experience
X Marks The Spot: Deloitte’s Model For Quantifying The Value Of Human Experience
As marketers become increasingly focused on the value of “X” — as in experience — Deloitte Digital is offering a roadmap for calculating how human values shape how people experience companies, products, services, brands, etc.
In a white paper published today, “Quantifying the Value of Human Values,” the digital-savvy marketing organization offers a simple analytical tool for plotting and calculating the weight and role of various values as a matrix.
“We looked at what had been researched, and we defined four cardinal human values rooted in a sense of personal achievement (Me), belonging (We), curiosity (Unknown), and control (Known),” the Deloitte team explains, detailing the role of each:
- “Me” looks like people who are driven by ambition and getting ahead, whether in or out of the office. They trust most in themselves because they believe they alone are responsible for their own successes and failures. They are motivated by challenges and working on their flaws and weaknesses. They chase after achievement and respond to goal-oriented experiences. An archetype of “Me” might look like a person who pushes herself to the limits to be better than she was (August 11, 2019).
- “We” looks like people who are driven by belonging and the support of others. They trust in the tribe because they believe they are better when they work with others. They are motivated by acceptance from others and enjoy experiences that offer opportunities for teamwork and collaboration. They deeply love the opportunity to make a new friend. An archetype of “We” might look like a person who is accepting of others and is a good neighbor.
- “Known” looks like people who are driven by control and safety. They are conservative and tend to trust in tradition over new ideas because they prefer things that have worked before. They are somewhat risk averse and instead are motivated by proof and enjoy following a routine. They often stick to and seek out tried and true experiences over the unexpected. An archetype of “Known” might look like someone who is deeply analytical and looks for consistency.
- “Unknown” looks like people who are driven by curiosity and creativity. They trust in the ability of innovation to solve problems and tend to be comfortable taking risks and thinking outside of the box. They are motivated by experiences that encourage imagination and enjoy experiencing and developing new ideas. An archetype of “Unknown” might look like a person with a vision for something new, who constantly questions the rules and is not afraid to take risks.
After plotting the role each of these values contributes into a proprietary algorithm processing the responses of 200,000 people to more than 10,000 questions, Deloitte’s takeaway can be plotted as a matrix, but its bottom line takeaway can also be reduced to some fundamental universal truths.
- Be obsessed by all things human.
- Proactively deliver on human needs.
- Execute with humanity.
- Be authentic.
- Change the world.
Good rules to live by as we become increasingly reliant on advanced machine learning, AI and other machine-driven inputs and outcomes.
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