A Journey to the Centre of the Earth
An understanding of consumers' universal needs
Nic HallResearch International, United Kingdom
INTRODUCTION – THE PROBLEM WITH UNDERSTANDING HUMAN NEEDS
Why do some people have certain hobbies and not others?
Why is it that some people do things that others don't?
Why do some people buy certain products and not others?
All of these questions are about the why part of consumer activity. In marketing, and in quantitative research in particular, we are sometimes tempted to concentrate on who, the what, the whereand the...