For Consumer Product Strategy Professionals

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	February 4, 2010 What People Really Need Building A Needs-Based Product Strategy by James L. McQuivey, Ph.D. with Mark Mulligan, Laura Wiramihardja	Average: 10  (3 ratings)

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Executive Summary

Business and technology innovation has brought us to a point where companies must stop employing internal or industry excuses and finally give consumers what they really need. However, this lofty goal requires answering a deceptively simple question: What do people really need? Despite the mountains of consumer insights that companies generate each year, product strategists are fundamentally ignorant of what makes people really tick. We synthesize decades of consumer research and academic thought to propose four fundamental needs that all consumers have — and that all consumer product strategists must serve in order to succeed. The firms that serve these needs the best while removing the barriers to need fulfillment will create the products, services, and experiences that will shape the future.

TABLE OF CONTENTS

• Consumer Needs Matter More Now Than Ever Before
• Four Fundamental Human Needs Revealed
• How To Meet Consumer Needs

RECOMMENDATIONS

• Hold A Needs-Based Product Strategy Session As Soon As Possible
• Related Research Documents

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