MotiveModel

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Introduction

MotiveModels are the foundational building blocks of Apex and your motivational lens through which we conduct all our analyses across our products.

MotiveModels deliver a custom profile of customer motivation for a specific audience so you can influence behavior in a way only your brand can. It identifies the underlying drivers of customer advocacy and purchase decisions and prescribes actions and interventions to influence them.

They are a starting point for deeper, more custom prescriptive intelligence from MotivePath and are optimized and tracked over time with MotiveLoop.

MotiveModels can be built for segments, competitors, and holistic industries and are ready to be applied to your strategies out of the box.

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How it works

1. Select your audience
   Choose a segment, customer type, or even a competitor audience you want to understand more deeply.

2. Measure Motivations Collaborate with us to design a short survey instrument built around our 16 motivational drivers, customized to your category or customer journey. Learn more about our measurement techniques.

   Our options collect data to strategically streamline the process are:

   • We can purchase data from one of our trusted panel providers
   • We can program and field this survey to your audience through our tools or your existing infrastructure
   • We can synthesize data from industry data in certain cases

   We offer optional full turn-key management of this effort.

3. (Optional) Integrate your other data
   Enrich findings by layering in behavioral, demographic, transactional, or geographic data for deeper segmentation.

4. Model and analyze
   We apply machine learning to uncover which motivations are most predictive of real-world behaviors. You get ranked motivators and insight by segment. What-to-do-next recommendations are driven by the open-ended feedback topics we uncover in the data and statistically mapped back to their motivator relevance.

   Receive and explore your results via platform access (MotiveLoop only), expert report, or executive presentation, ready to apply across marketing, product, CX, and operations.

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What it delivers

• A ranked list of the motivational drivers most predictive of advocacy and purchase loyalty
• Segment-level insight on what customer groups need to feel in order to act
• Strategic recommendations across touchpoints like messaging, journey design, or product.
• Expert analysis and presentations for executive alignment

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Who it’s for

• Strategy leaders who need insight into what actually moves customer behavior, not just what they clicked on
• CX, CRM, and loyalty teams aiming for sharper personalization and more emotionally resonant experiences
• Researchers and analysts looking to add a psychological layer to their existing models
• Product teams building features and flows aligned with what people value most

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Why it matters

Most companies know what their customers do but not why they do it. That leads to scattershot tactics, margin-eating incentives, and low-ROI campaigns. MotiveModel corrects this by anchoring your strategies in what people care about most.

When you understand that one group is driven by dependable and authentic, while another is motivated by joyful and relatable, you can:

• Build more relevant campaigns
• Design more compelling experiences
• Influence behavior with confidence and precision
• And much, much more…

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Example Deliverable

MotiveModels are delivered either in a platform instance (with MotiveLoop) or as a standlone report and/or presentation. See the web platform for an example of MotiveModel results. Our analysts will tease out hidden insights from the data and decorate them with tailored narratives.

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Next step: Apply with MotivePath

MotiveModel lays the foundation for advocacy and purchase loyalty. When we are solving for other targets such as reducing churn or increasing engagement, we use MotivePath to simulate, prioritize, and execute the most effective interventions that leverage the top motivators.