Water People is one example of how Marketing Somatics can be applied to more deeply understand feeling states and in this instance, somatic identity.
The Water People typology was developed using the qualitative METAPHOR STORY© Insights Technique based on 20 one on one intensive workshops across Australia, Singapore (with ethnic Chinese) and Malasya (with ethnic Malays).
The types have been validated for Australia in a survey of 258 male and female respondents aged 16 to 50 which also identified a broader range of somatic states.
The states can come to characterize individuals and how they predominantly experience their sense of self. While many individuals experience a predominant somatic experience – most individuals experience two or more of these states on a regular basis. Some states also have more relevance to some brands and product categories.
For marketers, these states can provide useful background emotions for other feelings that may be important to the brand such as brands trying to leverage a positioning strategy around wellbeing, authenticity, rejuvenation, etc. The Water People technique can be used to explore new twists on tired positionings.
 Rolling Waves - Onwards and upwards
The feeling of the Rolling Wave state is one of momentum - a powerful force that is always on the move. There is no way of stopping it or tying it down.
The power behind the waves might seem violent or frantic at times but this is just expelling energy and emotion. The Rolling Wave state is characterized by energy and ambition, enjoying challenges and overcoming obstacles. There is a sense of urgency and importance associated with completing tasks and goals.
People experiencing this state are animated and lively and prone to exaggeration. They seek diversity and adventure and admire strength and boldness in action.
Rolling Waves are expressive and expansive - their consciousness is directed outwards. Like the ocean, there is no force that can stop them.
Examples of how marketing somatics is being used in ads, packs and other marketing communications.
 Bubbling Brooks – Bubbling up!
The Bubbling Brook state is characterized by energy and excitement. The water looks light and frothy on the surface, almost transparent and when the sun hits it the water positively sparkles!
It’s eye-catching, beautiful – picture perfect but not very deep. What you see on the surface is what you get. There are moments of intense activity and moments of low activity but there is constant movement.
People experiencing the Bubbling Brook state like to be surrounded by friends – a sense of belonging is important. They like to look good and enjoy the good things in life. They are coordinated – symmetry is important and none of their actions are harsh or severe. They are flexible…going with the flow.
They are attracted by fantasy and romance and don’t let responsibilities get them down. Success is important, but they do not strive to overachieve.
Examples of how marketing somatics is being used in ads, packs and other marketing comunications.
 Flowing stream – Controlled energy beneath the surface
The feeling of flowing streams is one of controlled energy. The stream follows along a well worn path – a path not influenced by outside factors, but influenced by solid foundations.
This state is characterized by a clear sense of direction, always moving forward. This flow, continuity and order reflect a systematic approach. There is a steadiness associated with the Flowing Stream state - reflected in the smooth surface of the stream - there is nothing breaking or hindering the flow, its calm movement appears subtle and contained.
People experiencing this state have a steadiness about them. There is a quiet confidence in the way they live their lives, make decisions and reach their goals.
They are often a source of strength to others due to their steady, quietly confident approach to life. They tend to be disciplined and mature, approaching life in a structured fashion. Examples of how marketing somatics is being used in ads, packs and other marketing communications.
 Still Waters – Run Deep
The feeling of still waters is a deep dark pool…you can’t see the bottom. The water is cool and still but very deep.
This state is characterized by a lack of movement or direction. Also by indecision and a desire to escape.
People in this state are seeking the triggers to access the flow – to get moving again – to reach their full potential. They feel something is missing in their lives. They tend to sit quietly in the background not wanting to be the centre of attention. They draw a big distinction between their outer self and inner self although most of the outside world never gets to see that deep inner self.
They can come across as unfriendly or difficult but do shine when they are within their comfort zone.
Examples of how marketing somatics is being used in ads, packs and other marketing communications. | 