Using the same interviewing morphological techniques, Duxton can identify and explain all the underlying psychological needs that are in play in any industry or business sector, ie banking, telecoms, insurance, consumer goods, etc.

We then create a Needs map that allows us to understand the dynamics of the sector from a customer’s point of view.

This Needs Map becomes a valuable tool in many ways. We can:

• position brands and products / services based on the needs that they satisfy;

• identify white spaces of needs that remain unsatisfied for innovation and new business opportunity;

• cluster needs to identify segments of users with similar needs and motivations.

Used for:

A valuable strategic base for a myriad of marketing uses.