Tribal Tool-Kit

Having fun with ActionMaps

Towards the end of last year, via our ActionMap tool, we asked ‘how was your weekend?’ and then posted the results. We wondered last time around what the ActionMap would look like in six months. So we asked again, at the beginning of last week, to see if things had changed.

We asked “How was the weekend?”

1. On Friday, we look towards the next two days with certain expectations. How important were these aspects for you on Friday?
2. Now the weekend is over, how satisfied are you with the level of achievement with these aspects?

Below are the aspects and the numbers for the ActionMap key:

1. Socialising
2. Exercise
3. Catch up on home to-do list
4. EOFY (End of Financial Year) preparation (Dec 2009 – Christmas preparations)
5. Catch up on work to-do list
6. Relaxing

Here is what our ActionMap was able to deduce:

This shows us that both ‘socialising’ and ‘relaxing’ were pretty important for most people and that most people were pretty satisfied with each of them by the end of the weekend.

It also shows us that anything to do with work and the end of the financial year weren’t really given too much importance for the weekend and delivered very little satisfaction.

When it comes to ‘exercise’, it seems that this was of moderate importance yet delivered low on satisfaction. Given that it was perceived as being important though, it could do with some attention (for those who participated in the survey at least). Catching up on work at home was also considered of moderate to high importance but also delivered little in terms of satisfaction. Again, it seems that those who completed the survey might want to give a little more focus to this aspect of their weekend.

So how does this compare to our December ActionMap?

What we did in December was almost identical except, where we asked this year about the End of Financial Year preparations, we asked about Christmas preparations. Below are the results from December 2010:

The first thing of note is that the ‘spectrum’ of importance this time around is greater than last time. In summer, it seemed that everything had a reasonable to high level of importance (ranging from a mean score of 3.3 to 5). This time around importance scores range from 1.6 through to 6.0. Satisfaction scores are almost identical to December 2009, ranging from both 3.4 and 3.5 to 5.6.

It seems that ‘work’ and ‘obligatory’ activities (such as preparing for the end of financial year or Christmas) continue to be low priorities. This time around, exercise has become more important but maintains a similar level of satisfaction. This may suggest that most (if not all respondents) came from somewhere in wintery Australia and are less active as a result of the weather – but wish they weren’t.

Work around the house is slightly less important but still derives the same amount of satisfaction as December 2009.

Again ‘relaxing’ and ‘socialising’ derive the most satisfaction for our participants. However, it seems that our current respondents were somehow privy to the December results. Improvements have been made to the level of satisfaction gained from ‘relaxation’ and the benefits of ‘socialising’ appear to have been imparted – bravo new participants!

Though this ActionMap is just a bit of fun, it does demonstrate how a short, simple survey administered amongst your tribe can help you get some answers about your brand’s successes. A short, smart survey can also give you some indications as to where you should focus your attention to help bring your brand into line with where you would like it to be. If you would like to know more about how the ActionMap or any other part of Tribal Tool-Kit can help you and/or your business, contact Tribe Research.

…And with a new week freshly upon us and another weekend fast approaching, perhaps insights we have gained here will help to guide you towards a weekend where you get as much satisfaction as you can from doing all the important stuff (ie: socialising and relaxing!).

What are your priorities for the weekend ahead?