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1、introducing. NeedScope revealing the system the innermost in your market drivers Therefore a need to get beyond the expressed and the rational. Standard research Tangible, easy to express, rational or rationalized reasons Emotional drivers, difficult or impossible to express verbally Expressed brand
2、 identity Linked to brand personality and need function NeedscopeTM Marketing is satisfying consumer needs at a profit NeedScope identifies and measures consumer needs And how well brands meet the needs What Is NeedScope? What Does NeedScope Do? ?Recognises layers of consumer needs and brand image T
3、he Customer Functional Needs Identity Needs Emotive Needs Product Features Social Values Symbolism What Does NeedScope Do? ?Recognises layers of consumer needs and brand image ?Uses a psychological framework for understanding needs and brand image NeedScope Receptivity Affiliation Dominance Individu
4、ality Outward directed Extroverted Inward directed Introverted The Customer Functional Needs Identity Needs Emotive Needs Product Features Social Values Symbolism What Does NeedScope Do? ?Recognises layers of consumer needs and brand image ?Uses a psychological framework for understanding needs and
5、brand image ?Uses projective photosets/collages qualitatively and quantitatively to access the emotive layer NeedScope Receptivity Affiliation Dominance Individuality Outward directed Extroverted Inward directed Introverted The Customer Functional Needs Identity Needs Emotive Needs Product Features
6、Social Values Symbolism What Does NeedScope Do? ?Recognises layers of consumer needs and brand image ?Uses a psychological framework for understanding needs and brand image ?Uses projective photosets/collages qualitatively and quantitatively to access the emotive layer ?Measures consumer needs and h
7、ow brands satisfy them with interactive analysis software NeedScope Receptivity Affiliation Dominance Individuality Outward directed Extroverted Inward directed Introverted The Customer Functional Needs Identity Needs Emotive Needs Product Features Social Values Symbolism How Can NeedScope Give Comp
8、etitive Advantage? ?Build strong brands that meet real needs ?Build loyal relationships with consumers ?Manage global brands and brand portfolios ?Create competitive advantage when products and services are similar ?Identify competitive weaknesses to attack ?Identify new opportunities in the market
9、The Customer Functional Needs Identity Needs Emotive Needs Product Features Social Values Symbolism Revealing Layers of Consumer Needs and Brand Image The Rational Layer Lack Of Loyalty Functional Needs Product Features Consumer Needs Consumer Needs Brand Image Functional Needs; fragrance, price, pa
10、ck size etc Product features; fragrance free, high-tech formulation, average price The Social Layer Values Functional Needs Product Features Identity Needs Social Values Consumer Needs Consumer Needs Brand Image Functional Needs; fragrance, price, pack size etc Product features; fragrance free, high
11、-tech formulation, average price Social character; family, older, female etc Identity Needs; peer group identification, social level, lifestyle The Emotive Core The Driving Force Of Brand Choice Functional Needs Product Features Identity Needs Social Values Emotive Needs Symbology Consumer Needs Con
12、sumer Needs Brand Image Functional Needs; fragrance, price, pack size etc Product features; fragrance free, high-tech formulation, average price Social character; family, older, female etc Identity Needs; peer group identification, social level, lifestyle The brands personality; fun loving, serious
13、Emotive Needs; feeling consumer looking for and what it says about me and my personality Three Layers Of Brand Image GratificationExpressive Identifying The Type Of Emotive Market Drivers The product/brand changes a psychological state The need to feel; Stimulation Comfort Control Harmony Analgesics
14、 Household cleaners Food Gratification Needs The product/brand is a personality aspiration The need to project an image of Powerful Competent Gentle Carefree Apparel Personal care Expressive Needs Alcohol Tobacco Telecoms Banking Expressive Needs Personality Aspirations Gratification Needs Feelings
15、A Psychological Framework To Decode The Drivers Of Consumer Behaviour NeedScope Receptivity Affiliation Dominance Individuality Outward directed Extroverted Inward directed Introverted A Model Of Consumer Psychology Outward directed Extroverted Inward directed Introverted Receptivity Passivity Affil
16、iation Assertiveness Dominance Individuality Core Expressive Needs Fun-loving Carefree Spontaneous Warm Approachable Practical Kind Gentle Sensitive Focused Competent Intelligent Self-assured Assertive Forthright Bold Dynamic Independent Individuality Introverted Affiliation Extroverted Accessing The Emotive Layer The NeedScope Toolbox That Digs Deep Qualitative Photosets ?Symbolic representations of NeedScope archetypes ?Validated for consistent response but analys
