7 2) Motivational Research: = Motivational research refers to qualitative research designed to uncover the consumer’s subconscious or hidden motivations It is based on the premise that consumers are not always aware of the reasons for their actions, underlying feelings, attitudes and emotions concerning product, service or brand usage. Some Qualitative Research Techniques used in motivational research are: = Metaphor Analysis (ZMET), Story Telling, Word Association, Sentence Completion, Thematic Apperception Test (TAT), Focus Group and In-Depth Interview| Motivational Conflicts: = Approach-approach Motivational Conflict = Approach-avoidance Conflict = Avoidance-avoidance Conflict = Marketing Strategy based on Motive BundlingInvolvement: = A person’s perceived relevance of the object based on his/her inherent need, value and interest. The level of involvement differentiates the degree of motivation Level of involvement is determined by: = Personal Factors: E.g. consumer’s value, goals, aspirations and beliefs = Stimulus impact = Individual Situations