Select your language

Lux Research - The Iceberg Model: Why You Need to Decode the Implied Belief Systems That Are Shaping the Future of Your Business

The Iceberg Model: Why You Need to Decode the Implied Belief Systems That Are Shaping the Future of Your Business

In this webinar, we outline the MotivBase Iceberg Model – a model that gives us a tangible way to think about trends and what they really mean to our respective businesses.

Presenter: Ujwal Arkalgud, EVP and Group Director at Lux Research

Every organization struggles with shiny-object-syndrome. What are shiny objects? They are so-called trends that companies are constantly bombarded with. Most of the time in order to make sense of these trends, organizations study them through various forms of research. The problem is that the majority of these research studies tend to focus on identifying existing manifestations of the trend – i.e. what people are saying and doing in relation to the trend – rather than the implicit belief systems that might be driving the trend.  

Since manifestations are tangible things people associate with a trend, they tend to be easier to identify through any kind of methodology. They are also easier to discuss internally.  

But they can be deadly to an organization’s strategic plans.  

Manifestations often create a false sense of urgency around certain trends that are of less value to a business, and undermine others that might be highly disruptive.  

In this session, Cultural Anthropologist Ujwal Arkalgud will outline the MotivBase Iceberg Model – a model that gives us a tangible way to think about trends and what they really mean to our respective businesses. Using examples across topics like cleaning, sustainability, energy, health and wellness, Ujwal will demonstrate why it is critical to separate beliefs from manifestations to truly decode ‘the why’ behind a trend and understand its actual relevancy to the business.  

A must-attend session if you work in R&D or innovation. 

Please Note:

  • A copy of the presentation slides and the webinar recording will be sent to all registrants after the webinar.
  • If you have any questions, please email webinars@luxresearchinc.com.

Presenter: Ujwal Arkalgud, EVP and Group Director at Lux Research

Ujwal is an award-winning cultural anthropologist and a pioneer in digital ethnography and the study of implicit and symbolic meaning using the internet. In 2015, he co-founded MotivBase, which is the world’s first predictive anthropology research technology that enables the study of meaning and consumer beliefs with big data. He speaks passionately and keynotes on the value of anthropology to corporate innovation across major conferences around the globe and has written two books on the topic. His most recent book, Microcultures: Understanding the Consumer Forces That Will Shape the Future of Your Business, was published in 2020.

Since the acquisition of MotivBase by Lux Research in April 2022, Ujwal serves as the Executive Vice President and Group Director for the Anthropology and Consumer Insights portion of Lux Research’s business.