Clues — Meaning Powers Movement
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Consumer

Consumer Analysis

Deep understanding of what people truly want.

Search more with AI
Visualization
1
Motivation
2
Unmet needs
3
Segmentation: To acquire
4
To bond
5
To learn
6
To defend
7
To feel
What it is

Go beyond what people say — to what they actually do and what motivates them. Five latent drives.

When to use it

Deep segmentation, brand positioning, product design.

How to apply

For each segment define one dominant drive and one unmet need.

Source: Paul Lawrence & Nitin Nohria

Related frameworks

Strategy
1
Category audit
2
Competitor audit
3
Internal audit
4
Communications audit
5
Customer audit
6
Culture audit

Brand audit checklist

Six lenses every brand should be examined through.

Rebranding
1
Stakeholder interviews
2
Brand & culture audit
3
Competitive benchmark
4
Customer research
5
Trend & category scan

Rebranding — research

Before changing, understand what you have.

Rebranding
1
Positioning
2
Brand story
3
Identity
4
Comms platform
5
Rollout plan

Rebranding — strategy

Phase two — define the new 'what' and 'how'.

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About:

Agencies execute. Consultants advise. And then everyone wonders why the two never add up.

Clues does both. We look for the clues that point to the right path, and then we walk it with you all the way. Because strategy without execution is just a well-paid hypothesis.

We put this library together because we see structured thinking as the foundation of success. Whether you're working on your next campaign or building a brand-new brand.

Share it, use it, build on it. The Clues team.