BASE-IC Instincts

How to Market to Consumers' Fundamental Needs.

Consumer psychology says people all need the same things— Belonging, Appeal, Security, and Exploration (BASE). We just prioritize those needs differently.  

This simple, useful guide defines the five “BASE-IC types,” and then offers a playbook for how to adapt your targeting, positioning, and messaging to most effectively market to them.


Get Your Guide!

"This is the best piece of research we have seen in years."

SVP, Merchandising 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