FCB study gauges consumers `tech mood' for advertisers

With technology evolving faster than what the human psyche can adapt, the fear of the techno-wave has led to fear among people that they will be left behind. According to a study done by FCB Worldwide, the intensity of this fear is different across people and regions, and India along with EastEuropean countries seems to top the list.

Christened `Tech-Mood', the FCB study claims that this fear among Indians is at a national level and stems from the acceptance that the economy or the standard of living of the common man is not up to the standards of the developed world. Hence Indians believe that if they stay technologically backward, they will never catch up with the rest of the developed world.

`Tech Mood' is meant for marketers and ad agencies, who can use the study for developing communication to focus on all products which have an element of technology in them.

According to Mr M.G. Parameswaran, Executive Director, FCB Ulka, ``Indians feel the need for technology in whatever they use, be it TV, washing machines or cars. At the same time, they have this feeling of being technologically backward. A marketer should thus look at giving products whereby technology can be used to benefit the consumers.''

Compared to what Indians feel with the rest of the world, in the more developed countries, this fear is only at a business level, where it is felt that technologically challenged businesses will not be able to keep up in pace, quality and efficiency and thus will not make it in the increasingly competitive business scenario.

Adds Mr Parameswaran, ``In the West, all consumers treat technology driven products like commodities. They have evolved to such a state that all products have parity. They use technology-driven products for their work or businesses mostly.''

According to the study, fear combined with overall lack of information and knowledge has led to `unhealthy techno behaviour'. With basic inability or lack of desire of humans to filter out the unnecessary, people are getting swamped by the sheer number of technologies. Humans are beginning to use technologies even before they are ready for it.

And this `unhealthy techno behaviour' has revealed the dark side of technology. What usually follows is stress, frustration, anxiety and a feeling of being overwhelmed. Eventually this results in a tendency to use technology to isolate oneself.

The study advises that marketers must make consumers feel in `awe of the benefit' and not in `awe of the technology' itself. They must assuage consumer fears and make the users feel that the technology not only fulfils a real felt need but also is easy to use. If consumers are comfortable with the technology, they will use it optimally and not fall prey to the dark side. This would ensure healthy technological behaviour.