Mapping Behavioral Traits

From: Martyn Emery <martyn_emery_at_hotmail.com>
Date: Tue 09 Jan 2001 16:00:40 -0500

Good day to you,

It's day 5 of my new health kick, and those billion
brain cells that I 'lost'due to seasonal alcohol abuse
are arriving back en-mass, hence the blue sky nature
of this posting.

My New Year's resolution for my business is to focus on
the end-user behavioral dimension of the Internet
experience. (An end-user can be an individual, a
corporation or a governmental department.)

When analysing some of the failed Internet projects
I've been involved with over the past 5 years, the
common theme is end-user adaptability rarely
technological failure. Not enough emphasis was put by
me on firstly identifying what steps we needed to
take to modify the individuals behavioral patterns and
provide a roadmap to accomplish a new behavioral
status Quo. And secondly did the end-user actually want
or need to change in the first place.

I would be interested to know how many of the list are
currently involved in mapping the different behavioral
traits of their clients both offline and online.

One behavioral-model suggests that there are four main
types:

1. Internet adverse - Not that keen on technology

2. Internet Controlled - use of the Internet is planned
and productive.

3. Pathological un-controlled and unplanned use,
focused on specific sites and activities such as
frequent email checking, excessive chat room, online
stocks & gambling, sexual gratification sites etc..

4. Pathological dysfunctional behavior, no set pattern,
but very high general usage.

Obviously knowing what types you are attracting or
trying to attract is something that is vital to a
successful e-business strategy.

Anyway, answers on a postcard.

Kind regards

Martyn Emery
GosHawk Communications
www.etailforum.org





Received on Tue Jan 09 2001 - 15:00:40 CST