Abstract:

Need based segmentations are based on psychological needs or motives present in every one of us. The more fundamental these needs are, the more they can be considered universal: the need for status is present in every culture, as is the need to belong to a group, the need for safety, or even the need to stand out as an individual. A clear map of these universal needs in the context of a specific category can be globally relevant, and provide inroads and inspiration to think strategically about brands as well as products.