Motivation mapping
Motivation Mapping Sprint
A sprint-format course to chart tensions, avoidance goals, and situational triggers behind purchase delays.
Program narrative
Motivation Mapping Sprint compresses field ethnography methods into two intensive weeks with async field prompts. Teams practice translating messy voice-of-customer into motivation stacks that creative briefs can reference without dilution.
Included elements
- Sprint rituals borrowed from newsroom and research hybrids
- Audio clip annotation practice with consent-safe samples
- Pair exercises on avoidance goals often missed in surveys
- Facilitation guide for cross-functional readouts
- Lightweight competitive listening frame (public sources only)
- Daily async prompts with mentor voice notes
- Printable wall map for war-room sessions
Outcomes you can evidence
- Complete one motivation map with tension pairs highlighted
- Draft three creative prompts grounded in named motivations
- Run a 30-minute readout using our facilitation script
Lead mentor
Yuri Ahn
Student advisor and ethnography coach for condensed cohort formats.
FAQ
Yes, though pair exercises require scheduling with another participant we match for you.
Participant notes
Motivation Mapping Sprint is loud and fast—loved the wall map—but you must block calendar aggressively.
Jiwon · 4/5
Audio annotation changed how we brief podcast partners; specific module, specific win.
Helena M. · Brand strategist · Consumer electronics · Trustpilot