Monday, February 21, 2011
Defining Value Meanings
I am working on definitions for the Value Meanings. The meanings are cluster names from value elements mentioned by 3G consumers during the course of their interviews. The definitions are not saturated in a grounded theory sense, but do come from 2000 data points, of which 60% were about value meanings. Meanings are more inclusive (X includes A, B, C) than definitional (X means Y), and include oppositions (X contrasts with Y). Saturation is recommended in future work for emotion as a central concept and driver of value, and need, which seems particularly atomic. The diagram lines are not meaningful, but indicate primary and secondary colours. Connection between value meanings is unsubstantiated, though value elements combine value meanings to form new instances of value. For instance, safety combines duty, power, time, fun, community. Particularly difficult value elements are sexy and cool. Though I tend to think cool is just colloquial for good. Updates on the meanings to follow...
Draft definitions include:
1.Function: benefits as of a tool, something useful, with potential, including accessories, and contrasted with more frivolous use like fun.
2.Price: benefits and costs relating to payments, credit, bonus or free offers, including tax deductions.
3.Time: benefits and costs relating to convenience, quickness or timely service, and contrasted with delay, interruptions or lack of time.
4.Service/reliability: benefits including personalise, solutions, warranty, phone coverage and contrasted with problems.
5.Newness: including not previously known or used, something learned, or of interest, something important, relevant and with potential, and contrasted with the known, past, and the old.
6.Emotion: feeling or state derived from internal, external or social context, distinct from thoughts, including stress, love, surprise, trust, or excitement.
7.Need: including wants, desires, necessity, or necessary evil.
8.Simplicity; valuable benefits including something easy, with clarity, or certainty, lack of doubt or uncertainty.
9.Duty: including parental or familial, contractual commitments, and contrasted with choice, or own interests.
10.Power: includes control, potential, flexible, freedom and unlimited access to functions, while contrasted with limits.
11.Beauty: sensual benefits including aesthetics, colours, size, style, and looks.
12. Connection/community: social benefits of inclusion, including brand, status symbol, and contrasted with privacy.