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Conker ID was developed in tandem with Robert Cascio, PhD, a respected faculty member of The College of Business Administration in Florida.
His work has been widely published within Business, Management and Academic literature. Amongst his specialist topics, Robert advises on academic research, data collection and strategic business consulting.
He was also honoured as the UCF recipient of the distinguished American Marketing Association’s Sheth Doctoral Consortium Fellow Award.
It was his academic research on ‘alignment and misalignment within organisations’ that led to him working with Conker on this project. Three key bodies of work were used to create the platform on which the questions were built. The first is Organisational Identification (OI), using studies from Ashford & Mael into the “perception of oneness with or belongingness to” the organisation and from Dutton, Elsbach and Rousseau regarding the “perception of oneself as a member of a particular organisation into one’s general self definition”. We’ve use these studies to derive questions around “Feeling Settled” and “Feeling Positive”.
The second is the Social Identity Theory, which details “that part of an individual’s self-concept which derives from his knowledge of his membership of a social group (or groups) together with the value and emotional significance attached to that membership’’.
We’ve used this work to create questions around “Feeling Proud”. And the final piece was around Attitudinal Organisational Commitment (AOC), which looks into “the relative strength of an individual’s identification with and involvement in a particular organization” by Mowday and Scales. This gave us the basis for questions around “Feeling Purposeful” and “Feeling Optimistic”.
Through these studies, we’ve been able to pinpoint fifteen motivational drivers, as follows;
Security, Flexibility and Equipped
Wellbeing, Compensation and Appreciation
Values & Belonging, Diversity & Inclusion and Social Impact
Personal Fulfilment, Contribution and Empowerment
Forward-thinking, Development & Support and Progression
Two areas of questioning were developed per motivational driver and these, collectively, create a priority list of personal priorities.
A second series of questioning around actual experience (versus simple preference) then creates a positive or negative delta and, depending on the relative size of each delta, clear areas of support become clear.
It is the final category – expectation not met – that our coaching notes have been aimed at addressing to provide some context and direction for these areas of need.
Studies have indicated that two additional features can impact motivations; company size and tenure, so these questions are included at the outset so that they can be investigated further.
And lastly, some additional, optional questions have been asked to provide further research into the relationship between motivational positivity and home life, motivational positivity and physical health and motivational positivity and mental health.