When we talk about understanding those needs it’s not just knowing what the need is, it’s about knowing why that need exists and understanding that it is connected to many other elements and dimensions of a person’s life. It’s also about recognizing that sometimes that need isn’t conscious—it could be biological. And, as we discussed in the section on product/service positioning, utility needs may even have strong unconscious habitual characteristics (in which case we would study the influences of the habit, the context, the perceived outcomes, etc. rather than just the habitual behavior and
...more
