opportunity 22 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. There is no doubt that consumers want variety. Few of us want to see the same movie over and over again, unless […]

opportunity 22 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. There is no doubt that consumers want variety. Few of us want to see the same movie over and over again, unless of course we are 5 years old. We all love variety and businesses knows it. In business, variety is perhaps the most embraced of the underlying human needs. Indeed, every day there is a new movie – and a new just about everything else. The fact that variety is the most embraced underlying need, does not mean it is the best understood or most effectively embraced. Consider: What constitutes variety is in the eye of the customer Variety might be seen as conflicting with certainty Variety is more attractive in some product categories than others…