The most overlooked truth in marketing is that problems are the origin of
Once one adopts the perspective that problems are the foundation of consumer choice, it becomes clear that studying problems is the best way to anticipate purchases.
...Essentially, if consumers’ entry into the marketplace begins with problem recognition, then knowing the problems consumers want to solve can help predict consumption based on actual consumer needs. Moreover, knowing the nature of consumers’ problems can help marketers and brand managers better target consumers while they are contemplating solutions and seeking information for future purchases....
Via Jeff Domansky