Meeting needs lies at the core of why products and services exist. For human beings, a need is the feeling of lacking something that generates a desire to satisfy it. A person becomes aware of a need either through self-recognition or an external stimulus. The need exists in the individual’s mind. Its origin can depend on social class, as well as on the personal, social, and cultural interactions within one’s environment. Changes in life stages are also an important source of new needs, as they alter our personal, family, and professional roles. When satisfying a need through your product or service, it is essential to target the motivation behind that need.
Needs are generic, but motivations are specific to each individual. The motivation—or drive—is what moves behavior. Two people may share the same need but have completely different motives for fulfilling it. As a result, their choice of product or service will depend on their specific motive, not the need itself. For example, two people may want an electric scooter to move around the city. One is motivated to buy it to fit in with coworkers—since most arrive at the office each morning on scooters with backpacks—while the other is motivated by the idea of gaining schedule flexibility and saving on public transport. The first person will likely look for the same models seen in the company’s parking area, seeking to express status through their purchase. The second will probably research prices and performance online and make a more practical choice.
The core need is met by all products or services within the same category. It is through segmentation of our target audience that we seek to position ourselves around a specific motivation. We do not sell to stereotypical customer profiles; we sell to people with their own motives and aspirations. At the same time, it’s true that consumption trends and lifestyles create patterns of buying behavior among groups of like-minded consumers. The consumer’s motivation fluctuates between their individual self and their social self. Only through personal interaction can we truly understand the real motives behind each purchase.