Consumer psychology says people all want the same things. We categorize these fundamental desires as BASE needs — belonging, appeal, security, and exploration. Humans prioritize these needs differently, creating individual classifications (IC).
In this resource, we break down the five major "BASE-IC" profile types uncovered by LRW researchers. Discover what makes each profile unique - and how brands can refine their segmentation, targeting, positioning, and message development to most effectively reach them.