Bg

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).

LRW_POV-LP-EbookImage_dt_2a

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.

Rectangle_5

Download the paper

"This is the best piece of research we have seen in years."
SVP, Merchandizing Global Apparel Retailer
"Thank you! You made me a hero. Everyone in the room high fived me, and I thought our creative director was going to hug me."
Consumer Insights Leader CPG company
"The level of engagement and insight is something we have never experienced with previous partners."
Senior Marketing Executive Global sporting goods company
"This is like Christmas morning and I just unwrapped my presents!!! Your recommendations totally address our strategic objectives!"
Strategic Insights Manager Global cosmetics company