opportunity 21 0f 150 Six underlying consumer needs present significant opportunities for businesses and brands. These six needs, not well understood by consumers themselves, are – certainty, variety, significant, connection, growth, and contribution. How do you feel when you walk down your driveway in the morning and your newspaper is not there? Given that my […]

opportunity 21 0f 150 Six underlying consumer needs present significant opportunities for businesses and brands. These six needs, not well understood by consumers themselves, are – certainty, variety, significant, connection, growth, and contribution. How do you feel when you walk down your driveway in the morning and your newspaper is not there? Given that my local newspaper is the West Australian – I feel good, but I would suggest that most people feel disappointed. How do you feel when you turn on the tap and no water comes out or flick the switch and the light does not come on? How do you feel when your car does not start or the alarm system fails? Not good – I would suggest. These examples highlight the importance of certainty. We want to know that some things, indeed most of the things in our day will occur with absolute certainty. I have…