Tap into
what’s
primal & powerful.

Bank on the truth.

It’s tough to pin down why your audience does what it does, chooses what it chooses.

We use the Reiss Model of Human Motivation to more deeply understand the 16 desires that color human preference and drive decision-making.

And we make them work hard for your brand.

16hardwired
desires

Social Contact
Vengeance
Honor
Idealism
Physicality
Romance
Family
Order
Sustenance
Acceptance
Tranquility
Saving
Power
Curiosity
Independence
Prestige

What do desires
look and sound like?

A synthesis of motive, fear and pleasure leads to aesthetic codes for consumers.

Idealism

Motive

Desire to improve society

Associated Fear

Corruption

Intrinsic Feeling

Fairness and compassion

Move them to the core,
move the needle. center-left-box

With desires, you can get more out of the audience data and insights you have, giving way to experiences that resonate with them now—and compel them tomorrow.
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Our work with Desires is inspired by the theory of motivation from the late Dr. Steven Reiss, an Emeritus Professor of Psychology at The Ohio State University.

Continue exploring desires thinking in A Strategy Named Desire.

Or for a deeper dive into each of the 16 desires, read part one, part two, part three and part four.