Need Scope 3i4cq

The NeedScope© System Revealing the innermost drives in your market

Outer Outerlayer layer

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Functional needs are quite tangible and strongly rational. Good examples are price, availability and convenience These are usually covered by traditional research.

Brand Image - Consumer Needs

Consumer Consumer Needs Needs

Identity Needs are all about the groups in society we identify with  Student homemaker or business person 

What status do we wish to present?

Brand Image - Consumer Needs

Consumer Consumer Needs Needs Identity Identitylayer layer

4

 

Emotive Needs are the core needs of the individual Least accessible layer to research They are a product of psychological archetypes. e.g. A need for control

Brand Image - Consumer Needs

Consumer Consumer Needs Needs Emotive Emotivelayer layer

4

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Emotive Needs are the core needs of the individual Least accessible layer to research They are a product of psychological archetypes. e.g. A need for control

Brand Image - Consumer Needs

Consumer Consumer Needs Needs Emotive Emotivelayer layer

Consumers relate to products, services and brands in complex ways - these also have three layers... 4

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Product features satisfy our functional needs. Factors such as size, taste, texture, and also product form. Product features don’t usually drive brand preference but they help differentiate brands.

Brand Image - Consumer Needs

Brand Brandimage image Outer Outerlayer layer

4

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Social Values satisfy our social identity needs the brand signifies where the s fit within the social hierarchy

Brand Image - Consumer Needs

Brand Brandimage image Social Sociallayer layer

4

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Symbolic Value. All brands have a symbolic meaning or personality.  This is generated by the product but also communicated via packaging and advertising

Brand Image - Consumer Needs

Brand Brandimage image Symbolic Symboliclayer layer

4

The NeedScope© Model Archetypes

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Yin and Yang form the main archetypal axis

The NeedScope© Model Archetypes

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Yin and Yang form the main archetypal axis

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Yin has “feminine” traits while Yang has “masculine” traits

Receptivity

Assertiveness

ivity

Dominance

Affiliation

Individuality

Outward directed Extroverted

Archetypes

Receptivity

Assertiveness

ivity

Dominance

Affiliation

Individuality Inward directed Introverted

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Introverted

Pleasure Harmony Union

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The model in its fundamental form.

Receptivity ivity Affiliation Comfort Protection Peace

Activity Drive Aggression Assertiveness Dominance Individuality Structure Order Control

How do everyday products really meet our emotive needs? The NeedScope© model is used as a guide to understand needs in each market. These need expressions will differ from market to market. Here a study has revealed the needs in the coffee market.

Meeting your needs with a coffee. Imagine going out to a cafe. A cappuccino perhaps?

Relaxation To unwind and relax

Meeting your needs with a coffee. Coffee is often used to stimulate us – to wake us up or give us energy. Example: a strong cup of fresh coffee in the morning

Stimulation To be energised and uplifted

Meeting your needs with a coffee. Imagine that afterdinner coffee at the restaurant. Would a cup of weak instant coffee really be appropriate?

Individuality To stand out and show discernment

Meeting your needs with a coffee. Imagine it is a busy day at the office. You need a coffee. A strong one. There...now you can focus on your work.

Control To regain control and a sense of order

Meeting your needs with a coffee. It has been a hard day. The commute home was raining and slow. A soothing cup of coffee would be perfect.

Comfort To be comforted and soothed

Meeting your needs with a coffee. Coffee is a universal social ritual 

Affinity To fit in and socially bond

Meeting your needs with a coffee.

Relaxation To unwind and relax

Stimulation To be energised and uplifted

Individuality To stand out and show discernment

Affinity To fit in and socially bond

Comfort To be comforted and soothed

Control To regain control and a sense of order

Coffee offers more than physical refreshment... ...it meets a variety of emotive needs In this manner, our system applies to products and services.