Crave Curve
Needs-driven market research
Our guiding principles
Choices are not rational, but intuitive
Although customers tend to believe that their decisions are mostly rational, the truth is that most of the time we make split-second decisions based on latent needs and prior experiences. In fact, people give a second thought to less than 5% of their choices.
People just have a few basic needs
Utilizing the latest findings in behavioral economics, the Crave Curve proprietary research methodology is based on the premise that people have just a few basic needs—everything else is a satisfier.
Addressing the right needs will trigger the right responses
We combine research and proprietary analytical tools to map and identify which stimuli you should be investing your marketing efforts in for more impactful results, by identifying:
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the latent needs of your target group
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how your category and your brand is perceived in satisfying those needs
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which needs your brand or product should address
There are ten, and only ten, human needs (everything else is a satisfier, including your brand).
Predictability
The need to avoid unpleasant surprises. It's the main reason brands exist. Guarantees origin and diminishes risks.
Identity
The satisfaction we have in being the way we are. It can be comprised of role models, beauty values, etc
Subsistence
Self Preservation. These are the very minimal needs the body requires to work and survive.
Belonging
To be part of a larger group, and to feel accepted and recognized for being part of it.
Affection
Friendship and love. Cultivating meaningful relationships with family, friends, or even pets.
Creation
The need to accomplish something creatively, small or big.
Autonomy
To believe our life choices are freely made. To feel empowered.
Understanding
The perception that something new must be learned. Making sense of the world.
Time
The available time we have, and its exchange for everything, including money.
Leisure
Activities primarily pursued for entertainment, comfort, or pleasure.
How does your category satisfy these needs?
Which needs should your brand address?
Needs-driven clients
Since our establishment in 2015, we've worked with over 200 brands worldwide, spanning North America, Latin America, and Europe.
What we offer
Market Positioning
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What are the latent needs of your target group?
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How is your category and your brand perceived in satisfying these needs?
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Which specific needs should your brand or product prioritize addressing?
Portfolio Positioning
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How effectively do your line of products cover all the relevant needs?
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In what areas are you truly competing with competitors?
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What are the strengths and weaknesses of your portfolio?
Brand Tracking
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How are the latent needs of your target audience evolving over time?
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What changes are occurring in the expectations for the category?
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How is the perception of your products and those of your competitors shifting?
Advertising Testing
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Which needs does the advertisement truly target?
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How effectively does the ad promote the intended needs?
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Which version is perceived as the most promising satisfier?
Product Development
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How is the product perceived as a satisfier?
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Which version of the product better addresses the most relevant needs?
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What changes can be implemented to make it even more relevant?
Contact
Us
Headquarters
R. Castilho, 392, 9th floor
São Paulo, SP - Brazil
Our Phone No.
+55 11 39954763
Let us show you how we can help
Share your project or problem with us, and allow us to craft a tailored proposal outlining how we can effectively address it and assist you in achieving your objectives.