3 ways to better motivate people using self-determination theory

Are you looking to better motivate key customer audiences when it comes to your (or your clients’) products or services?

Or do you wish you could improve motivation levels among some of your work colleagues?

Or perhaps you’re looking to better motivate family members – for example your children?!

For all of the above, self-determination theory can help.

In summary, self-determination theory states that all humans have the following three needs…

…and the more these needs are satisfied the more motivated they’ll be:  

1.     Autonomy

2.     Competence

3.     Relatedness

Let’s look at each need in turn…

1. Autonomy

The first key human need is for Autonomy.

This describes the need to feel ownership and choice over decisions – as well as that one’s perspective matters.

So thinking about customers, if they don’t feel they have some level of ownership and choice when it comes to your products or services, they’ll feel lower motivation towards them.

One organisation good at taking account of customers’ need for Autonomy is IKEA.

For example, through their online planning tool they help customers visualise how different furniture configurations might look. This provides an increased sense of ownership, enabling them to create personalised solutions.

However, one quick note: catering to customers’ need for Autonomy is not simply about providing a greater range of products. In fact, evidence suggests “choice overload” may occur as a result of too much choice…with common outcomes being customer dissatisfaction and inaction.

In market research:

If you’re trying to understand why sales of your product or service have dwindled, Autonomy is a useful “lens” through which to conduct market research.

In particular:

• Try to uncover the extent to which your target audiences feel they are able to exercise ownership and choice over decisions with you – and the extent to which they feel their perspective matters

• If they’re less than positive, explore what types of things they feel would need to change – and perhaps what competitors are doing to provide them with greater levels of ownership and choice

2. Competence

Second, Competence describes the human need to feel effective and capable – and that outcomes expected from behaviours will be achieved.

Therefore, another way to ensure lower motivation is if customers don’t feel Competent when it comes to your products or services.

Dyson is a good example of a business which understands the human need for Competence. Through visual explanations of airflow, suction power and filtration, they make their high-tech vacuum cleaners and hair tools feel accessible and trustworthy.

In market research:

If you’re trying to understand why sales of your product or service are struggling to get off the ground, Competence is a useful lens to deploy with target audiences in research.

In particular:

• Try to uncover the extent to which your product or service makes people feel effective and capable

• If they’re less than wholesome in praise, explore what types of things they would need to feel more capable – including perhaps exploring successful competitor offers

3. Relatedness

The final key human need suggested by Self-determination theory is Relatedness: this describes the need to have good support systems.

Again, when it comes to your product or service, audiences will feel less motivated overall if they don’t feel supported.

Amazon is currently worth around two trillion dollars. Quick resolutions, easy returns, and 24/7 customer service chat help customers feel supported, and are key reason behind the gargantuan levels of success Amazon continue to experience.

In market research:

If you’re trying to understand why sales of your product or service have hit the rocks, Relatedness is a useful lens to explore in market research.

In particular:

• Try to uncover the extent to which your product or service makes target audiences feel supported

• If they’re less than positive, explore what types of things could make them feel more supported

Conclusion

This article has described the following three key human needs suggested by self-determination theory:

1.      Autonomy

2.      Competence

3.      Relatedness

Self-determination theory has been successfully utilised for a variety of challenges…

…from exploring motivation in consumer settings including electric vehicle purchasing intentions and online fashion…

…through to enhancing patient-centred care in healthcare – as well as increasing retention of participants in clinical trials.

Thanks for reading – and if you’re looking to explore Autonomy, Competence and Relatedness in your market research studies get in touch here.