Skip to main content

Save or Share this Report

For CMO Professionals

What People Really Need

Building A Needs-Based Product Strategy

February 4, 2010

Primary author headshot


Why Read This Report

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.

Get Access

Already a Client?

Log in to read this document.

Become a Forrester Client

Customers are the new market-makers, reshaping industries and changing how businesses compete and win. Success depends on how well and how fast you respond. Forrester Research gives you insights and frameworks aligned to your role to shorten the time between a great idea and a great outcome, helping your teams win in the age of the customer. Contact us to learn more.

Purchase Report

This report is available for individual purchase ($745 USD).


Table of Contents

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

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

Recommended Research