WHAT INNER- AND OUTER- DIRECTED EMOTIONAL NEEDS ARE SATISFIED BY YOUR BRAND?

Inner-Directed Needs

How do products/brands/services
- Reflect Feelings
- Monitor Feelings

  • Create / Enhance Positive Emotions
  • Control Negative Emotions

For example, using a product, brand or service may enhance feelings of:

  • Confidence
  • Security
  • Accomplishment: “reward”, “treat”
  • Emotional Lift: Fun, excitement, indulgence
  • Femininity

Outer-Directed Needs

How do consumers communicate their identity & relationships through products / brands / services that signal, for example:

  • Social Status: Symbolize success, Sophistication
  • Core values
  • Uniqueness: Personality, interest, “taste”/aesthetic
  • Competence
  • Societal Role
  • Maturity or youthfulness

Karen is among the best at 'digging deep' to understand how consumers feel and think. She uncovered insights that helped us make design decisions to support how people can best live their lives in apartments. Not only that, her research provided us with a vocabulary that will help us create messages that will resonate with consumers -- grounded in emotional benefits. I appreciate Karen's thoughtful and thorough approach to research and helping us understand why people say what they say and do what they do. !

Senior Vice President Brand Strategy, Real Estate-MultiFamily REIT Industry