The NeedScope framework
The NeedScope model aims to unravel the relationships between consumer needs and brand images.
Consumers have different layers of needs. Functional needs are the outer and most accessible layer. They are, however, often rationalisations for more hidden needs. The next layer includes the social identity needs – the need to belong to and identify with a particular social group, and to fulfil a social role. The deepest needs are the subconscious emotive needs, which are the result of the consumer's psychological make up.
The NeedScope model is based on two sets of archetypes: Affiliation (warm and receptive)...