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The needs that drive viewing

The needs that drive viewing

Posted on: November 22, 2022

In this episode, Research Manager Nailah Uddin explains the fundamental human needs driving our video choices and how it can help us when it comes to video planning.

Taken from the study on ‘The Age of Television' conducted in partnership with MTM, it identified eight distinct human need states driving video preferences. These needs are determined by factors such as content, context, and personal or social aspects.

Marketers can use these need states to tailor their video campaigns effectively, focusing on the specific viewing context that aligns with their goals, such as promoting conversation or appealing to shared family decision-making for products like holidays or cars.

You can watch the video above and download the deck for full information.

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