Consumer Needs exploration

The uniqueness of fast moving products is usually fed by brand values and emotional needs, instead of by unique product characteristics. As a result, it is crucial to build innovation on these emotional needs, instead of simply pushing new technologies in product development and packaging.

SKIM helps you to understand these emotional needs by revealing underlying emotional motives for purchasing products. We will clearly show you how your products could satisfy specific consumer needs, and tell you which developments to push in order to trigger consumers to buy your products. Moreover, we will show you which needs to stress when communicating about the new product.

We use laddering or means-end chain analysis methods to explore consumer needs. Traditional laddering methods however, can be complex, expensive and hard to quantify. In case quantification is needed, SKIM applies "Structured Open Association Patterns" (SOAP), a quantitative form of laddering, developed by SKIM, which enables validation of qualitative results.

Read more about SOAP and Laddering in our Methodological Partner section.