The NeedScope

System
Revealing the innermost drives in
your market
 Consumer
Consumer
Needs
Needs
Outer
Outerlayer
layer

Brand Image - Consumer Needs

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

Brand Image - Consumer 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?

4
 Consumer
Consumer
Needs
Needs
Emotive
Emotivelayer
layer

Brand Image - Consumer Needs

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

4
 Consumer
Consumer
Needs
Needs
Emotive
Emotivelayer
layer

Brand Image - Consumer Needs

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 Consumers relate to products, services
and brands in complex ways - these also
have three layers...
4
 Brand
Brandimage
image
Outer
Outerlayer
layer

Brand Image - Consumer Needs

Product features
satisfy our
functional needs.
Factors such as size,
taste, texture, and
also product form.
Product features
dont usually drive
brand preference -
but they help
differentiate brands.

4
 Brand
Brandimage
image
Social
Sociallayer
layer

Brand Image - Consumer Needs

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

4
 Brand
Brandimage
image
Symbolic
Symboliclayer
layer

Brand Image - Consumer Needs

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

4
 The
NeedScope
Model

Archetypes

Yin and Yang form

the main archetypal
axis
 The
NeedScope
Model

Receptivity Assertiveness
Archetypes
Passivity Dominance

Affiliation Individuality

Yin and Yang form the

main archetypal axis
Yin has feminine traits
while Yang has
masculine traits
 Outward directed
Extroverted
Receptivity Assertiveness
Archetypes
Passivity Dominance

Affiliation Individuality

Inward directed
Introverted

Introverted
 Pleasure Activity
Harmony Drive
Union Aggression
The model in its
fundamental Receptivity Assertiveness
Passivity Dominance
form. Affiliation Individuality

Comfort Structure
Protection Order
Peace 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.
 Relaxation
Meeting your To unwind and
relax
needs with a
coffee.

Imagine going out to a

cafe. A cappuccino
perhaps?
 Stimulation
Meeting your To be
energised and
needs with a uplifted
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
 Individuality
Meeting your To stand out
and show
needs with a discernment
coffee.

Imagine that after-

dinner coffee at
the restaurant.
Would a cup of
weak instant
coffee really be
appropriate?
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
 Relaxation Stimulation Individuality
Meeting your To unwind and To be To stand out
relax energised and and show
needs with a uplifted discernment
coffee.

Coffee offers more

than physical
refreshment...
...it meets a variety of
emotive needs
In this manner, our
system applies to
products and
services.
Affinity Comfort Control
To fit in and To be To regain
socially bond comforted and control and a
soothed sense of order