Over the course of 9+ years pioneering the study of culture on the internet, our team has studied millions of consumers online and identified 17 broad cultural constructs (or themes) that help simplify the results of an ethnography.
Cultural constructs provide a layer of simplification to the results of Lux MotivBase's instant ethnographic analysis, serving as fodder for creative thought.
When you run a search, Lux MotivBase evaluates the connections between thousands of ethnographic factors. Then, Lux MotivBase scores and ranks the 17 themes based on that analysis, serving them alongside descriptors of each theme.
This theme refers to individuals who are focused on appearances, which is manifested through how they connect their self-worth to how well they measure up to mainstream standards of beauty, attractiveness, and desirability. This can be achieved via a focus on both the appearance and lifestyle decisions they make, which they believe make them more desirable (as a partner, friend, co-worker etc.).
This theme refers to individuals who seek to have all of the pieces in their lives (i.e. work, family, leisure, exercise, health) together, in order and harmony. Aiming for this order is purposeful and intentional, whereby individuals within this theme seek to project an image of someone who has the ability to know exactly when and how to go about bringing and maintaining a sense of balance in their lives.
This theme refers to individuals who are preoccupied with the ability to express artistry and individuality in life's endeavors. Often, within this theme are people who seek recognition for individual expression that is imaginative and original. This expression can come in the form of art pieces, decor, fashion, and taste in design, food, and overall cultural trends.
This theme refers to individuals who are imminently concerned with protecting (and even saving) the planet from environmental harm as a result of human consumption. They have varying levels of commitment. Some people seek to alert others to the earth's inevitable decay, while others are intent on dismantling the current economic system in order to save humanity; all, however, share a preoccupation with the environment when it comes to the products and solutions they buy.
This theme refers to individuals who seek out activities and experiences that maximize pleasure in their day to day life. Moreover, should something impede how these individuals experience pleasure in their lives, they seek to remove this impediment via quick solutions and remedies. Here, pleasure can be derived from anything, including the process of buying or consuming something.
This theme refers to people who are focused on achieving a meaningful connection to other human beings. Underlying this theme is a shared anxiety in the loss of humanity occurring as a result of the isolation and individualism spreading in modern society.
This theme refers to individuals who have a preoccupation with making sense of, understanding and/or associating a higher meaning in the variety of experiences they have in their everyday life. These experiences can be related to food, exercise, nature, their relationships, etc. For these people, finding a spiritual connection to such life experiences is paramount.