Unveiling User Needs: From Wants to Deeper Motivations

Deep Dive into Understanding Product Needs: From Want to Need

As product managers, our lives revolve around needs. From gathering and analyzing them to prioritizing, refining, and ultimately fulfilling them, understanding needs is the cornerstone of our work. But often, we fall into the trap of surface-level thinking, mistaking "wants" for "needs." This blog post aims to help you break through those limitations and truly grasp the essence of product needs.

The Classic Case: From Horsepower to Automobiles

A classic example illustrates this point perfectly: The desire for a faster horse. Henry Ford, founder of Ford Motor Company, recognized that users didn't simply want a faster horse; they wanted to reach their destinations quicker. This insight led him to develop the automobile – a solution that addressed the underlying need for efficient transportation.

This example highlights two crucial distinctions:

• External Needs (Want): These are surface-level desires expressed as specific goals or targets. The "faster horse" represents this, focusing on the tangible aspect of speed.
• Internal Needs (Need): These are deeper, fundamental requirements that drive our actions. The need for efficient transportation is a prime example, revealing the underlying desire for convenience and time-saving.

Uncovering Hidden Needs in Everyday Examples:

Let's look at some everyday scenarios:

• Buying Watermelon on a Hot Day: The outward goal is to purchase watermelon. However, the deeper need is to cool down and find relief from the summer heat.
• Using Productivity Apps: While the apparent desire is to accomplish tasks faster, the underlying need might be for greater control over time and a sense of accomplishment.

The Need-Want-Motivation Chain:

These distinctions become clearer when we understand how needs, wants, and motivations interact:

1. Need (Internal): An imbalance or unmet requirement creates a need within us.
2. Motivation: This need drives us to find solutions and act towards fulfilling it.
3. Want (External): Based on our preferences and knowledge, we form specific desires ("wants") that aim to satisfy the underlying need.
4. Demand (Actionable Want): When we have the means to acquire a product or service that fulfills our want, demand is generated.

Applying This Model to the Ford Example:

1. The user needs efficient transportation for business meetings.
2. Experiencing delays due to slow horses motivates them to find a faster solution.
3. They desire a "faster horse" initially, but discover the automobile as a potential alternative.
4. After experiencing the car's superior speed and convenience, their want shifts towards purchasing an automobile.
5. With the financial means, they fulfill their demand by buying a Ford.

Beyond Concepts: Deep Thinking for Product Success

Remember that while various theories like Maslow's Hierarchy of Needs, Kano Model, and "Pain-Pleasure-Itch" provide valuable frameworks, the key to successful product development lies in continuous deep thinking.

Strive to understand the core human needs your products address, analyze user behaviors, and iterate based on real-world feedback. This iterative process, fueled by genuine empathy and a desire to create meaningful value, will ultimately lead you to product success.