What is NeedScope study?
NeedScope is a qualitative and quantitative research approach to help clients build irresistible brands. NeedScope understands the unique needs driving brand choice in a client’s category, sizes growth opportunities and develops a strategy to optimise brand positioning.
What is Kantar NeedScope?
NeedScope is a unique brand planning system to help develop and manage irresistible brands. Using proprietary models, NeedScope uncovers the drivers of irresistibility in brands; and adds value throughout the marketing process.
What is the NeedScope model?
NeedScope Psychological Model At the heart of NeedScope is a psychological model that summarises universal human emotions. The NeedScope model is based on the theory of Archetypes – instinctual. patterns of emotive behaviour which. are common to everyone, everywhere.
Who owns Needcope?
The business is now fully owned by Kantar. NeedScope International is the global centre of excellence responsible for the ongoing development and marketing of NeedScope. We also deal directly with a number of global clients such as Unilever, Coca-Cola, Diageo and Google helping them drive global brand strategies.
What are Kantar’s NeedScope six consumer needs?
We really wanted to get at the emotional state behind the needs, to see how and if search behavior was connected to the six canonical needs of Kantar’s NeedScope: “surprise me,” “help me,” “reassure me,” “educate me,” “impress me,” and “thrill me.”
What is a Needstate?
A need state is something that motivates a consumer to purchase; it is the primary purpose for which a consumer is purchasing a product or solution – the driver.
What did consumers rank as their favorite and most memorable type of brand content?
Video was the most memorable form of content for 21% of consumers and 29% of millennials. Video ranked higher than display ads at 13%, email marketing at 9%, case studies at 4% and text ads at 2%.
What is need state?
So what is a need state? A need state is something that motivates a consumer to purchase; it is the primary purpose for which a consumer is purchasing a product or solution – the driver.
How do you map consumer behavior?
How to Map Consumer’s Needs and Influence Their Behaviours
- Discover Occasions of Consumption with the 4W’s Approach. The first step towards need states mapping is to identify the main occasions of consumption.
- Map Emotions Using the Valence-Arousal Model.
- Putting It All Together.
What are the types of needs in marketing?
5 Types of Needs in Marketing
- Stated. Stated Needs are the ones which are specified clearly by the customer or the market.
- Real. Real needs are at one level above the stated needs and put a boundary on the above.
- Unstated. Unstated needs are which are not obvious but are expected by the customer.
- Delight.
- Secret.
Why consumers follow brands on social media?
Consumers say the main reasons they follow brands on social media are to learn about products/services and to be entertained, according to recent research from Sprout Social. The report was based on data from a survey conducted in February 2019 among 1,011 consumers.
Why choose needscope?
NeedScope understands the unique needs driving brand choice in a client’s category, sizes growth opportunities and develops a strategy to optimise brand positioning. We apply NeedScope throughout the marketing process to evaluate and test elements of the marketing mix and monitor brand performance.
What is the needscope framework?
The framework is a map to help navigate emotion and build irresistible brands. Interactive NeedScope software develops irresistible brand strategies. NeedScope helps clients create irresistible brands by understanding consumers at a deep emotive level. These case studies
What is the needscope AI decoder?
The NeedScope AI Decoder is an innovative tool which helps to analyse clients’ visual assets by providing an additional level of insight