The NeedScope framework

The NeedScope model aims to unravel the relationships between consumer needs and brand images. It is based on two sets of archetypes: Affiliation (warm and receptive) vs.

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)...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands