pedestrians nearly collide in the adjacent park.
they were engrossed in their mobiles. (One of them was pushing a stroller. Not
relevant. I just found it amusing.)
psychologist and author Kit Yarrow shared at a speech I attended awhile back:
She compared browsing the Farmer’s Market to riding the bumper cars at an
with our devices seems harmless enough.
‘Decoding the New Consumer Mind: How We Shop and Buy,’ thinks otherwise.
in our lives is having a deep and profound psychological impact on people.
but what technology is doing to us.
differently,’ Yarrow said.
focused but we’re more adept multitaskers, and we require an increasingly
higher level of novelty and stimulation.
better visually and to prefer ‘visual snippets.’
text and why Pinterest ‘pins’ are 100 times more viral than tweets, she noted.
lends itself to heuristics we use to make decisions.
unprecedented communication potency. For example, waitresses wearing red
receive 16-24% higher tips from men.
feeling more isolated.
ever, we don’t ‘connect’ with people they way we did in the past.
nature and quality of our relationships and interactions with people, by and
large, have suffered as a result of technological mediation.
and not face-to-face today. The former, a pretty recent development, is
displacing the preferred mode of human communication for thousands of years!
use them to text one another.
communication may be non-verbal (body language and vocal intonation).
don’t understand,’ Yarrow said.
engenders feelings of rejection and invisibility, which Yarrow says has among
other things contributed to a rise in disrespectful, rude and rancorous
just causing us to occasionally bump into one another; it’s actually affecting how
we are socialized.
basic human needs since caveman days’the need to belong to a community for
safety, security and procreation, the need to love and be loved, the need to
have a purpose in life, etc.,’ Yarrow explained.
those needs satisfied has also changed. Our brains are malleable. Our
psychology adjusts,’ she said.
lack of a sense of ‘tribal security,’ etc.’Yarrow says our collective anxiety
as a society is up.
bear is chasing us,’ she said.
generation. Yarrow noted Gen Y is particularly wary and guarded.
for human connection.
information and make decisions in new ways.
There are, of course, marketing implications here, but I’ve got research on the brain.
I cannot help
but wonder how what we’ll see and hear at The Market Research Event next week ‘techniques, innovations,
insights’will exploit and/or address these trends.
ABOUT THE AUTHOR/INTERVIEWER
Marc Dresner is IIR USA’s sr. editor and special communication project lead. He is the former executive editor of Research Business Report, a confidential newsletter for the marketing research and consumer insights industry. He may be reached at firstname.lastname@example.org. Follow him @mdrezz.