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DonorDrivers is now under our NeedsInSight umbrella to provide you with more cross-category value.
Out in August: Netherlands Donor NeedsInSight 2026. Book Free Presentation & Training
Get your guide deep into your
customers' hearts and minds
- and their brand and product decisions.
Unlock the hidden value for your customers and your business.
Superior value means fulfilling basic needs—and the ones your customers dream of.
It's robust science made unboring.
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Deep-psychological behavioural economics. Because 95% of decision-making is unconscious.
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Guides cutting-edge teams in over 40 countries and 200 categories for 32 years.
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Loved by Marketing, Brand, CX, Sales, Innovation and Contact Teams.
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The systematic map of your category from your customers' perspective.
Example: NeedsInSight Guide for Donating (Overseas Development Brand)
Every category is typically connected to 20+ specific needs.
We find them, show you which ones really matter and bring them to life for your teams to fulfil better.
Importance: 18%
Brand Fulfilment: 63%
Never just theory. Results. Always.
This is the best research I have seen.
And the results speak for themselves.
Lorna Inman, CEO, Target, 6% category sales increase in eight weeks
A-W Category Experience Examples. Feel free to discuss:
Aged Care Airlines Arts & Culture Automotive Baking Beer Banking Canned Fruit& Vegetables Charities/NGO Cheese Construction Consumer Electronics Credit Cards Dairy Products Employee Engagement Energy Entertainment Fast Food Fish Consumption Franchising Fruit Juice Gov Health Behaviour Change Health Insurance Health Services Intermediaries Internet Investment IT Life Insurance Live Events Logistics Mortgages Pain Killers Paint Pet Food Professional Services Real Estate Retail Soft Drinks Software Sports Participation Spreads Superannuation Supplements Sustainability Telecommunications White Goods Wine
Robust science that inspires.
Elite Academic Lineage:
Co-created with the late Professor Salber, the father of morphological psychology, and his long-term mentee, Barbara Grohsgart.
Proven Psychological Foundation:
Builds on established Gestalt psychology, progressing it to map the complex "weighing up" processes in everyday decisions.
Built for Action:
High-end behavioral science made clear, inspiring, and fun—proudly adopted by strategy, implementation, and agency teams.
Our training workshop experience: Practical. Fun. Gamified.
Empowering & Inspiring your teams: Example:
DonorDrivers, The Donor NeedsInSight Model that's our community commitment globally.
DonorDrivers is currently moving under our NeedsInSight umbrella to give NGOs even more cross-category value.
Tired of dry insights your teams never use again?
Try really satisfying value burgers.
The 'Irresistible Value Burger' analogy really resonated with me. I can see my friends and family in it.
Their needs are not singular. They have a number of dominant needs in our category - and want to fulfil them together.
We need to know them, layer them - and fulfil them in one execution or, like a deconstructed burger, over the journey.
Campaign Manager, USA
Be prepared to be pleasantly surprised.
Your dramatic category psycho:logic captured systematically and simply.
Conscious versus unconscious. Tensions and contradictions. Intrinsic, extrinsic. Rational versus emotional. Weighing up and landing. Category conflict. Artfully integrating categories for family and friends. The admittable and the not so. Self-lies, comfortable and uncomfortable truths.
When I go shopping, I use my velvety pink card and for bills my grey one.
Respondent Australia.
Mmmmmh. Now that I had time here, it's actually very different. But I find it hard to admit it - even to myself.
Respondent Australia.
I am very disciplined with food. But my wife isn't. She always orders these huge muffins she can never finish - and then I have to.
Respondent USA when insisting how disciplined he is with food - just for his wife to give him the perfect excuse.
I already have so many obligations to fulfil and give and give. If anyone wants anything else, thers' got to be something in it for me. Even if it's a talking point at the pub.
Donor interview, Germany. Altruism does not exist.
Before, we only knew parts of the landscape. Now we know the entire playing field and the moves to make.
CMO, Germany.
I thought it'll be just another theoretical framework I can't use. At first I had my camera off and did other stuff.
But,... I love it. I can write to that. It's amazing what impact a few word changes had and how well we can fulfil key needs, but simply didn't know about them.
Copywriter, Canada
This is great. We can really see the needs at work in the 5 needs personas.
Head of Strategy & Communications, Australia
Effective. Affordable.
Immediate implementation. Results fast. Sustainable.
Free Training & Demo
45 minutes
Understand NeedsInSight in your category
We share what we know
Know how to benefit NeedsInSight
FREE
2-hour Team Training
€ 3,000 USD 3,000 AUD $ 4,500
Understand NeedsInSight for your category
Explore your current work
Co-create first solutions
Your Custom Category Model
Get your full needs and driver map.
Know the current and emerging hot-buttons
Understand the customer types
(personas/segments)
Know what action to take.
12x 90-min in depth interview. 4x group. Full quantification.
€ 29,000 USD 29,000 AUD $ 44,000
Donor NeedsInSight
Our community committment
The Four Faces of Giving & their 27 Needs
Ready-made & Globally validated
Get the training
Get your brand quantification. Know your supporter's specific needs to fulfil.
Training:
€ 2,000 USD 2,000 AUD $ 3,000
Full quantitative driver study
€ 7,500 US$ 7,500 AUD 12,000
The ability to track shifts in needs over time and align improvements in needs fulfilment with financial outcomes is really valuable.
Ben Holgate, Head of Brand and Fundraising,
Plan and MS. FIA Fellow and client for over 20 years.
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