A journey to the centre of the earth. An understanding of consumers' universal needs

More and more companies talk about the idea that putting people at the heart of their marketing is fundamental to the success of their business.

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...

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