Mapping the ten latent human needs behind consumer choices to guide brand positioning, portfolio strategy and product innovation.
Trusted by global brands across the Americas & Europe
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.
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.
10
Fixed, universal and unconscious. The same for everyone, everywhere.
∞
Infinite and cultural: products, brands, services (including yours).
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:
Mapping
The latent needs of your target group
Perception
How your category and brand are perceived in satisfying those needs
Prioritization
Which needs your brand or product should address
There are ten, and only ten, human needs.
Everything else is a satisfier — including your brand.
The need to avoid unpleasant surprises. It's the main reason brands exist. Guarantees origin and diminishes risks.
The satisfaction we have in being the way we are. It can be comprised of role models, beauty values, etc
Self Preservation. These are the very minimal needs the body requires to work and survive.
To be part of a larger group, and to feel accepted and recognized for being part of it.
Friendship and love. Cultivating meaningful relationships with family, friends, or even pets.
The need to accomplish something creatively, small or big.
To believe our life choices are freely made. To feel empowered.
The perception that something new must be learned. Making sense of the world.
The available time we have, and its exchange for everything, including money.
Activities primarily pursued for entertainment, comfort, or pleasure.
How does your category satisfy these needs?
Which needs should your brand address?
The client experience · Proprietary platform
Every Crave Curve partnership culminates in Crave Insights: our proprietary platform where your research data, competitor benchmarks and internal reports converge with an on-demand AI co-pilot.
Crave Curve · Brand Edge
Position = brand edge index · Bubble size = Crave Potential Score (CPS)
Executive reading · Your brand
Illustrative data. Real dashboards are built from your own study.
Schedule a 15-min platform walkthrough →Five ways to put latent human needs to work across your brand, portfolio and product decisions.
Find the white space where your brand can own a need no competitor satisfies.
Questions we answer
See where your products overlap, compete with each other or leave needs uncovered.
Questions we answer
Follow how needs and brand perceptions shift, wave after wave, before sales do.
Questions we answer
Know which needs your ad really activates before you invest in media.
Questions we answer
Shape concepts and products around the needs that actually move choice.
Questions we answer
Let's connect
Tell us about your brand and challenge. We'll come back with a tailored proposal for how we can help.
Phone
+55 11 3995 4763Headquarters
R. Castilho, 392, 9th floor · São Paulo, Brazil
Serving brands across the Americas & Europe