What is a Mental model?
- Content Type:
- Glossary
Mental model Definition
An explanation in someone's thought process for how something works in the real world. It is a kind of internal symbol or representation of external reality, hypothesized to play a major part in cognition.
In market research, a mental model represents the thought processes and beliefs that consumers use to understand, interpret and interact with a product, service or brand. It reflects how users expect things to work based on past experiences and influences their decision-making and behavior. Understanding mental models helps researchers design products and services that align with user expectations.
Who relies on mental model in market research?
UX designers, product developers, marketers and market researchers rely on understanding mental models to create intuitive products, user-friendly interfaces and effective marketing messages that resonate with target audiences. Mental models are essential for teams aiming to align their offerings with consumer expectations and preferences.
What are key aspects of mental model in market research?
Key aspects include:
- User expectations: Represents how consumers believe a product or process should work.
- Influences on behavior: Mental models shape how consumers make decisions and interact with products.
- Past experiences: Based on prior interactions with similar products or services.
- Context-specific: Mental models vary across different cultures, demographics and contexts.
- Alignment with design: Understanding mental models aids in creating intuitive products that align with user expectations.
Why is mental model important in market research?
Mental models are important because they provide insight into consumer expectations and thought processes, enabling businesses to design products, services and marketing that feel familiar and intuitive. By aligning with users’ mental models, companies can improve customer satisfaction, ease of use and engagement, which can lead to greater adoption and loyalty.
How do market researchers use mental model?
Market researchers study mental models by observing and interviewing consumers to uncover how they perceive and interact with products or services. These insights help researchers recommend design improvements, refine messaging, and develop user-centered solutions that align with the natural expectations and workflows of the target audience.