About NeedScope

Creating irresistible brands

NeedScope is a qualitative and quantitative research approach to help clients build irresistible brands. NeedScope understands the unique needs driving brand choice in a client’s category, sizes growth opportunities and develops a strategy to optimise brand positioning.

We apply NeedScope throughout the marketing process to evaluate and test elements of the marketing mix and monitor brand performance. At the core of NeedScope is an understanding of the 8 drivers of irresistible brands. Emotion is always at the heart driving consumer brand behaviour.

Eight drivers of irresistible brands. Know-how, Momentum, Differentiation, Emotion, Symbolism, Nexus, Alignment and Unity.

How NeedScope works


To get to the emotive drivers of behaviour, NeedScope uses unique tools.

Consumer-brand relationship model:
Irresistible brands tap deep into the heart of what drives consumer choice – emotive needs.
  Psychological framework:
The framework is a map to help navigate emotion and build irresistible brands.

NeedScope Onion


NeedScope psychological framework model


Projective tools:
These tools access emotion in the system 1 brain and are used in both qualitative and quantitative NeedScope research.


Interactive NeedScope software developes irresistible brand strategies.

NeedScope collage sets



NeedScope software screen



How NeedScope helps clients

World class

NeedScope helps clients create irresistible brands by understanding consumers at a deep emotive level. These case studies show the impact of NeedScope on building irresistible brands in all corners of the world.

TVS 2-wheeler case study PES (Pro Evolution Soccer) case study France's national lottery case study
(Shopping precinct Oslo):

Redeveloped a historic shopping precinct
(Global video game developer):

Formed a global strategy for
PES (Pro Evolution Soccer) leading to sales increases and industry awards
La Française des Jeux
(France's national lottery):

Refocused their portfolio of scratchy games to achieve a 45% increase in revenue
(Australasian women’s shoe retailer):

Tapped into the emotive ‘Cinderella moment’ of shoe buying to grow sales and reduce the average age of customer


Experience NeedScope
RANZ conference paper
Social development conference paper