Brand Choice
What they
eventually choose
Consumer Needs Mapping Study
We quantified the 99 needs that shape what people buy, so you can see what matters most, what remains unmet, and where your business has the right to win.
Most brands study the wrong end of the chain
We flip the journey and start where it really begins.
Shopping Behavior
How they explore
and evaluate
Consumer Need
Why they enter
the journey
Start with brand choice, and you are already working backward to understand why it happened.
See what's inside the study
Everything brands could ask about human motivation, measured on 10,000 consumers across 3 markets.
Explore the audiences, brands, categories, markets, and data available to you today.
Nationally representative samples
across three markets
across three markets
🇺🇸U.S.4,000
🇮🇹Italy3,000
🇯🇵Japan3,000
We’re continuously expanding the study to include new markets, brands, and categories. We can also work with you to make it your own by adding the brands that matter to you, fielding in additional markets, incorporating your existing typing tool, or tailoring the screening criteria to your target audience. Schedule a call to learn more.
Explore the study from any angle
Pick an audience. Watch the same database reveal a completely different opportunity.
One study, three ways to use it
Unlock the full value of your research with flexible options built to match your goals, team, and timeline.
Explore it yourself
Unlimited access to the Human Needs Platform.
- AI Insights Assistant
- Crosstabs
- Drivers
- Quad Maps
- Opportunity Maps
- Segment Profiles
- PowerPoint Export
Work with Langston
We’ll uncover opportunities, connect the dots, and help your team act.
Executive-ready reporting
Need the story already built? We’ll create executive summaries, decks, and recommendations.
Ready to put human needs to work for your brand?
Get access to the Human Needs Platform and start explore the motivations shaping consumer behavior across brands, categories, and markets.