Understanding the Relationship between Core Human Needs and Consumer Behavior

When businesses understand why people do things, they are better equipped to build new offerings, improve existing ones, and take responsibility for the meaningful role these experiences play in people’s lives.

The KR&I Human Needs Model offers a unique framework for understanding the ‘whys’ of consumer behavior as they relate to core needs for self-care, social connection, and identity we all experience as human beings. Over the past four years, the model has proven applicable to a range of consumer research topics – from fandom to entertainment to technology to politics – helping us understand how and why consumer experiences help people navigate life as both individuals and as members of society.