Historically, marketers and agencies have placed a tremendous amount of focus on finding the emotional benefit of the brand as it's believed to be the key insight needed to creating meaningful connections with your customers.
Methods like NeedScope by TNS help companies go deep into the cognitive science of psychologist Carl Jung who focused his research on the individual's psyche, creating archetypes to explain the unconscious mind (Wiki). In their approach they position a brand and its competitors across a series of distinct characteristics and then look to identify where there is unmet need and opportunity.
While there is value in this exercise, we at Perfecx believe it's only one side of the coin. In fact, in addition to their emotional needs, people also operate based on a very specific set of functional needs. Taking inspiration from Abraham Maslow, we've identified a core set of 5 differentiators that companies can use as a way to position their business in the market. To find out more about each of the 5 needs, check out our post on differentiating your customer experience.
