Are we deliberately turning away from global diversity and true innovation?
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.
- This could also be of interest