The most effective approach to marketing involves identifying and addressing consumer needs. If you cater for consumer needs and do so better than others you cannot help but succeed. So all you have to do is understand consumer needs and then tailor your offering accordingly. Fortunately many researchers have looked at human needs and a range of […]

The most effective approach to marketing involves identifying and addressing consumer needs. If you cater for consumer needs and do so better than others you cannot help but succeed. So all you have to do is understand consumer needs and then tailor your offering accordingly. Fortunately many researchers have looked at human needs and a range of models have been developed. Further most of these models do not differentiate between consumer needs and general human needs – and neither would I and I will not do so here. The theory that I find most compelling identifies six critical human needs, all of which I believe marketers would do well to focus on. They are not in any way related to Maslow’s hierarchy of needs, which has more limited value in a western world marketing context. These needs are – the need for: 1. Certainty 2. Variety 3. Significance 4. Growth 5. Connection…