The Yin - Yang of Technology Payoffs in Consumer Life: New Brand Chakras study

Efficiency and indulgence, refuge and escape, conformism and showmanship, child-like delight and intellectual growth, the payoffs from technology in personal life are dichotomous says the latest Brand Chakras™ study. In work life, technology can facilitate democracy or meritocracy, be a performance leveler or a performance discriminator, foster conformism or creativity.

Technology can be functional and symbolic, in the temporary and immediate or in the permanent and the long term. It can help social anchoring or enhance social clout.

It all depends on your orientation. You could be looking to satisfy your need to belong or your need to be individualistic. At the very least, technology helps you celebrate life, but as you go up the ladder, it becomes a life-evolving tool. The study identified five types of technology mindsets.

The Doer: keen on upgrading quality of everyday life, with a thirst for ease and efficiency in day-to-day life, wants technology to maximize life and help balance different spheres.

The Connector: strong urge to nurture relationships and stay anchored.

The Indulger: fundamental need for fun and entertainment to cope with day-to-day pressures

The Discriminator: pressured to establish, redeem, conquer, catch up or breakaway to create a distinct identity and distance himself from the rest.

The Explorer: instinctive thirst for excitement through new experiences and keen to constantly add new facets to his life.

Download the rest of the report (pdf)