BASE-IC Instincts

How to Market to Consumers' Fundamental Needs.

Consumer psychology says people all want the same things. We categorize these fundamental desires as BASE needsbelonging, 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.


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