Benefits map: Extending Maslow’s hierarchy of needs

Benefit-Based Innovation (BBI) offers a unique approach to driving innovation by focusing on consumer benefits.
At the heart of this method lies the Benefits Map, an analytical tool developed from the observation of hundreds of real-world innovations across various industries.

This presentation explains how the Benefits Map categorizes consumer needs into six core areas: Money, Efficiency, Pleasure, Self-Esteem, Personal Growth, and Ethics.
These categories form a comprehensive framework that expands upon Maslow’s hierarchy of needs, providing a more detailed understanding of the drivers behind consumer behavior.

Drawing from sociological insights, the Benefits Map reflects a nuanced understanding of the ways in which products and services impact well-being.
It breaks down these core needs into 36 distinct consumer benefits, making it easier to identify areas where innovation can make the most meaningful difference.

Applications of the Benefits Map include:
• Brand positioning: Aligning product development with the values and desires of target consumer groups.
• Consumer segmentation: Understanding how different sociotypes prioritize benefits, such as cost savings or ethical considerations.
• Innovation strategy: Using the Benefits Map to pinpoint relevant consumer needs and generate concepts that directly address these gaps.
• Problem-solving: Mapping consumer pain points to benefits helps uncover overlooked opportunities for innovation.

Key takeaways include:
• The Benefits Map extends Maslow’s hierarchy by providing a practical framework for understanding how innovations cater to both basic and higher-order needs.
• It allows for the analysis of how consumer desires influence the success of new products or services.
• This approach offers a structured method for exploring the cultural and social dimensions of innovation, enabling more relevant and impactful solutions.

With the Benefit-Based Innovation process, you’ll gain a deeper understanding of how to create products and services that not only meet functional needs but also enhance consumer well-being in a meaningful way.

1. Benefit-BasedInnovation
✓What customer benefits can you build on?
✓How can brands and sociotypes guide your innovation?
✓How can you use the Benefits map to generate concepts?
✓How can you avoid missing the actual pain points?
✓How do you effectively implement a BBI process?
A suggested approach to boosting your innovation
© Michel Guinet

2. Benefits map
What customer benefits can you build on?
Benefit-Based Innovation #1
© Michel Guinet

3. Customersare always looking for ways
to boost or sustain their well-being
BASICS OF A CUSTOMER - PROVIDER TRANSACTION
a pleasant state resulting from the satisfaction
of the needsand desiresof the body and mind
CONJECTURE 1
Providers aim to achieve
an ambitionrooted in their mission
ambition isn't always about money
CONJECTURE 2
Benefit-Based Innovation #1 © Michel Guinet

4. Well-beingcan be categorized
into sixfundamental sets of needs and desires
TYPES OF NEEDS AND DESIRES
CONJECTURE 3
not exactly the same as Maslow's hierarchy
Benefit-Based Innovation #1 © Michel Guinet

5. TYPES OF NEEDS AND DESIRES
MONEY
Saving or earning money
EFFICIENCY
Delivering desired results effectively
PLEASURE
Enjoying moments
SELF-ESTEEM
Feeling valued by others
PERSONAL GROWTH
Realizing one's potential
ETHICS
Acting selflessly
Feel valued
Push personal
limits
Be a benefactor
Enjoy pleasing
moments
Improve result
Make money
Avoid feeling
devalued
Protect yourself
Respect
Avoid hassle
Make the work
easier
Save money
PRESERVE IMPROVEWELL-BEING
Benefit-Based Innovation #1 © Michel Guinet

6. TYPES OF NEEDS AND DESIRES
These six categories of needs and desires can be further
segmented into 36 types of customer benefits
CONJECTURE 4
depending on whether they contribute
to preserving or enhancing well-being
a benefit only makes sense when compared to
an alternative offer for the same use case
Benefit-Based Innovation #1 © Michel Guinet

7. MONEY
Saving or earning money
EFFICIENCY
Delivering desired results effectively
PLEASURE
Enjoying moments
SELF-ESTEEM
Feeling valued by others
PERSONAL GROWTH
Realizing one's potential
ETHICS
Acting selflessly
➢Love and be loved
➢Enjoy pleasurable experiences
➢Give comfort
➢Please the senses
➢Get a customized result
➢Get higher performance
➢Get better information
➢Enable financial gains
Feel valued
➢Be recognized
➢Be unique
➢Be high-class
➢Feel handsome
➢Lead the field
Push personal
limits
Be a benefactor
➢Push talent
➢Change habits
➢Improve health
➢Help others
➢Feel more responsible
Enjoy pleasing
moments
Improve result
Make money
Avoid feeling
devalued
Protect yourself
Respect
Avoid hassle
Make the work
easier
Save money
➢Reduce anxiety
➢Eliminate discomfort
➢Simplify operations
➢Save space
➢Save time
➢Less physical efforts
➢Buy for less
➢Have an economical use
➢Get payment facilities
➢Preserve my morality
➢Preserve my dignity
➢Preserve health
➢Protect one's work
➢Protect from lack of money
➢Preserve our planet
➢Respect others
➢Respect beliefs
➢Respect social norms
TYPES OF CUSTOMER BENEFITS
BENEFITS MAP
Benefit-Based Innovation #1 © Michel Guinet

8. POSSIBLE USE CASES FOR THE BENEFIT MAP
Brand positioning
Positioning of customer profiles
Benefit-oriented creativity
Identification of pain-points
Innovation positioning
Benefit-Based Innovation #1 © Michel Guinet

9. Benefits map
How can brands and sociotypes guide your innovation?
Benefit-Based Innovation #2
© Michel Guinet

10. POSITIONING OF BRANDS AND SOCIOTYPES
Aligning brand values or sociotypes with customer
benefits can serve as a strategic guide for innovation
CONJECTURE 5
Benefit-Based Innovation #2 © Michel Guinet

11. POSITIONING OF BRANDS
MONEY
Saving or earning money
EFFICIENCY
Delivering desired results effectively
PLEASURE
Enjoying moments
SELF-ESTEEM
Feeling valued by others
PERSONAL GROWTH
Realizing one's potential
ETHICS
Acting selflessly
Feel valued
Push personal
limits
Be a benefactor
Enjoy pleasing
moments
Improve result
Make money
Avoid feeling
devalued
Protect yourself
Respect
Avoid hassle
Make the work
easier
Save money
gourmet nutrition
ingenuity
easier, faster
generosity, love of life
more fun
affordable
accurate, perfectionist
high end
harmony, aesthetic refinement
low environmental impact
BENEFITS MAP
What benefits does the customer expect, according to brand values?
Benefit-Based Innovation #2 © Michel Guinet

12. CUSTOMER EXPECTATIONS
Sociotypes of customer (example in the field of kitchen appliances)
Key
drivers
Dutiful Beginner Price seekers
Healthy
delegator
Cooking
lovers
Status
seeker
Traditionnal
Experts
What are the expected benefits for different types of customer?
Benefit-Based Innovation #2 © Michel Guinet

13. CONSUMER EXPECTATIONS
MONEY
Saving or earning money
EFFICIENCY
Delivering desired results effectively
PLEASURE
Enjoying moments
SELF-ESTEEM
Feeling valued by others
PERSONAL GROWTH
Realizing one's potential
ETHICS
Acting selflessly
➢Love and be loved
➢Enjoy pleasurable experiences
➢Give comfort
➢Please the senses
➢Get a customized result
➢Get higher performance
➢Get better information
➢Enable financial gains
Feel valued
➢Be recognized
➢Be unique
➢Be high-class
➢Feel handsome
➢Lead the field
Push personal
limits
Be a benefactor
➢Push talent
➢Change habits
➢Improve health
➢Help others
➢Feel more responsible
Enjoy pleasing
moments
Improve result
Make money
Avoid feeling
devalued
Protect yourself
Respect
Avoid hassle
Make the work
easier
Save money
➢Reduce anxiety
➢Eliminate discomfort
➢Simplify operations
➢Save space
➢Save time
➢Less physical efforts
➢Buy for less
➢Have an economical use
➢Get payment facilities
➢Preserve my morality
➢Preserve my dignity
➢Preserve health
➢Protect one's work
➢Protect from lack of money
➢Preserve our planet
➢Respect others
➢Respect beliefs
➢Respect social norms
Dutiful Beginner
Price seekers
Healthy
delegator
Cooking
lovers
Status
seeker
Traditionnal
Experts
What are the expected benefits for different types of customer?
Benefit-Based Innovation #2 © Michel Guinet

14. Benefits map
How can you use it to generate concepts?
Benefit-Based Innovation #3
© Michel Guinet

15. From a societalperspective,
innovationis the adoptionof a novelty
DEFINING INNOVATION
CONJECTURE 6
From a providerperspective,
innovation is the capacity to deliver compelling
customer benefitsover alternativeofferings
CONJECTURE 7
advantage offered by the product or service
The nonexistent is whatever we have not sufficiently desired
Franz Kafka
Benefit-Based Innovation #3 © Michel Guinet

16. Exploring examples of innovation offers valuable insights
into practical means for implementing each of the benefits
These practical means can function as levers for creativity,
contributing to the realization of the associated benefits
IMPLEMENTATION LEVERS OF BENEFITS
CONJECTURE 8
Benefit-Based Innovation #3 © Michel Guinet

17. LEVERS FOR CREATIVITY
Innovative examples showcasing the benefit
IMPLEMENTATION LEVERS OF BENEFITS
How to leverage the benefits map for generating concepts?
Benefit-Based Innovation #3 © Michel Guinet

18. EXAMPLE: INNOVATION CONCERNING FLAT MOTOR BLENDERS
What blender concepts could be imagined by replacing
its conventional motor with a low-voltage flat motor?
Only 2 hours – 3 people
Benefit-Based Innovation #3 © Michel Guinet

19. BENEFITS SELECTION
MONEY
Saving or earning money
EFFICIENCY
Delivering desired results effectively
PLEASURE
Enjoying moments
SELF-ESTEEM
Feeling valued by others
PERSONAL GROWTH
Realizing one's potential
ETHICS
Acting selflessly
➢Love and be loved
➢Enjoy pleasurable experiences
➢Give comfort
➢Pleasethe senses
➢Get a customized result
➢Get higher performance
➢Get better information
➢Enable financial gains
Feel valued
➢Be recognized
➢Be unique
➢Be high-class
➢Feel handsome
➢Lead the field
Push personal
limits
Be a benefactor
➢Push talent
➢Change habits
➢Improve health
➢Help others
➢Feel more responsible
Enjoypleasing
moments
Improve result
Make money
Avoid feeling
devalued
Protect yourself
Respect
Avoidhassle
Makethe work
easier
Save money
➢Reduceanxiety
➢Eliminatediscomfort
➢Simplifyoperations
➢Save space
➢Save time
➢Lessphysicalefforts
➢Buy for less
➢Have an economical use
➢Get payment facilities
➢Preserve my morality
➢Preserve my dignity
➢Preserve health
➢Protect one's work
➢Protect from lack of money
➢Preserve our planet
➢Respect others
➢Respect beliefs
➢Respect social norms
BENEFITS MAP
Which benefits do we want to focus on?
Benefit-Based Innovation #3 © Michel Guinet

20. Main benefit Lever Title Strong promise Technical approach Pending questions
to make the concept realistic
Make the
work easier
Save time After use
> cleanable
Monoblock
dishwasher
The product is completely dishwasher-
safe in a single block
Lightweight, watertight monoblock
product
Check the cleaning quality of a non-
removable bowl
" " " Two parts
dishwasher
Bowl and base (with blade) dishwasher-
safe
Removable bowl and waterproof
motor block with integrated blade
Check that it won't start without the
bowl
" " " Autoclean
Cloclo
Self-cleaning cycle directly under the
tap, safe thanks to low voltage batteries
Batteries in magnetic base
Low-voltage DC power cord
How to handle it in a sink?
Where to find the control knob ?
" Save spaceEasy storage Drawer I can store my entire blender in a
drawer
Oval bowl and detachable motor
base
Check the heights of kitchen drawers
" " Nomadism CordlessIt’s cordless, I can use it on my terrace
or at the beach
Strix-type base with integrated
batteries (and charger?)
What's in it for Brazil?
" Less
physical
efforts
Less energy
required
> fewer steps
Slide I no longer need to lift the blender bowl
each time I want to place or remove it
from its base
Simply slide the bowl on the counter, it
connects horizontally
90° blade?
Flat motor integrated with magnetic
connector
External power supply or batteries
Power transmission via magnetic
connector ?
" Simplify
operations
Handiness >
cordless
Charging
center
A universal induction charging pad:
blender, scale, smartphone...
Universal induction charging pad Space taken up by the blender?
" " Assistance,
suggestion
BartenderThe bowl visualizes the measurements
of your recipes, milkshake, or cocktail
Connected recipe app + quantity
measurer in the bowl
Level or weight sensor?
" " Fit easily >
Accessibility
Pot and pan
cabinet
I can store my whole blender standing
up in my casserole cabinet
Monobloc product that can be lifted
by its bowl
Check the heights of casserole cabinets
Interesting for Japan / Korea?
BRAINSTORMING WORKSHOP (1)
Constraint stimulates imagination
Claude Lelouch
Benefit-Based Innovation #3 © Michel Guinet

21. Main benefit Lever Title Strong promise Technical approach Pending questions
to make the concept realistic
Avoid
hassle
Eliminate
discomfort
No worry
> no noise
Silence A blender that operates quietly.
I can use it in the morning without
waking everyone up.
DC motor
Soundproof bowl
No ventilation openings
Silent and powerful ?
Interesting for Japan / Korea?
" Reduce
anxiety
Security
> stability
StabiloThe world's most stable blender.
I can pour and blend boiling soup
without worry.
Result on the inclined plane testReally significant?
" " Confidence >
demonstration
Shaker A compact blender that can be easily
shaken for a perfect mix.
With built-in battery Weight with batteries?
Cocktail maker ?
" " " SupermixA blender with unparalleled blending
quality thanks to a blade and scraper
that continuously sweeps the entire
bowl.
A stand-mounted blender with
motorization and top-mounted
blade for vertical movement of the
blade and scraper.
Scraper drive: motorized or driven by
ingredient movement?
+ a smooth, microwaveable glass bowl?
" " Reliability
> solidity
SurvivorThe blender withstands all shocks and
environments.
Watertight, lightweight monobloc
product with Tritanbowl and
shockproof casing
But limited by the motor's lifespan?
Enjoy
pleasing
moments
Please the
senses
Viewing
pleasure
> style
InvisibleA surprising product with a minimalist
design: a bowl with an invisible motor
base.
High transparency, motor hidden by
a frosted ring…
Make a draft design to visualize?
" " Viewing
pleasure
> colour, light
OptiblendA luminous ring on the base indicates
the battery charge status.
Either a ring or the entire blender
Voltmeter function?
" " Viewing
pleasure >
transparency
PortholeBetter visibility of blending and
preparation progress thanks to a
transparent lid.
Glass or Tritanlid with hydrophobic
and non-stick inner coating
Effectiveness of the non-stick coating?
BRAINSTORMING WORKSHOP (2)
Benefit-Based Innovation #3 © Michel Guinet

22. Problems map
How can you avoid missing the actual pain points?
Benefit-Based Innovation #4
© Michel Guinet

23. There is an inherent relationship between the problems
consumers face and the benefitsthey receive
CONJECTURE 9
EQUIVALENCE IN TERMS OF PROBLEMS
Benefit-Based Innovation #4 © Michel Guinet

24. MONEY
Saving or earning money
EFFICIENCY
Delivering desired results effectively
PLEASURE
Enjoying moments
SELF-ESTEEM
Feeling valued by others
PERSONAL GROWTH
Realizing one's potential
ETHICS
Acting selflessly
➢Love and be loved
➢Enjoy pleasurable experiences
➢Give comfort
➢Please the senses
➢Get a customized result
➢Get higher performance
➢Get better information
➢Enable financial gains
Feel valued
➢Be recognized
➢Be unique
➢Be high-class
➢Feel handsome
➢Lead the field
Push personal
limits
Be a benefactor
➢Push talent
➢Change habits
➢Improve health
➢Help others
➢Feel more responsible
Enjoy pleasing
moments
Improve result
Make money
Avoid feeling
devalued
Protect yourself
Respect
Avoid hassle
Make the work
easier
Save money
➢Reduce anxiety
➢Eliminate discomfort
➢Simplify operations
➢Save space
➢Save time
➢Less physical efforts
➢Buy for less
➢Have an economical use
➢Get payment facilities
➢Preserve my morality
➢Preserve my dignity
➢Preserve health
➢Protect one's work
➢Protect from lack of money
➢Preserve our planet
➢Respect others
➢Respect beliefs
➢Respect social norms
EQUIVALENCE IN TERMS OF PROBLEMS
BENEFITS MAP
Given that user problems often inspire innovation,
can we create a problem map akin to a benefit map?
Benefit-Based Innovation #4 © Michel Guinet

25. EQUIVALENCE IN TERMS OF PROBLEMS
MONEY
Saving or earning money
EFFICIENCY
Delivering desired results effectively
PLEASURE
Enjoying moments
SELF-ESTEEM
Feeling valued by others
PERSONAL GROWTH
Realizing one's potential
ETHICS
Acting selflessly
➢Not loving or being loved
➢Not enough pleasurable experiences
➢Not enough comfort
➢Not enough sensual pleasure
➢Result not customized enough
➢Disappointing result
➢Not enough relevant information
➢Need to earn money
Feeling
underappreciated
➢Nothing to be proud of
➢Too banal
➢Lack of class
➢Feeling ugly
➢Feeling outdated
Wasting its
potential
Behaving
selfishly
➢Wasting talent
➢Stay in a routine
➢Not caring about health
➢Don't care about others
➢Not involved in social actions
Lack of
enjoyment
Under-perform
Lose money
Feeling devalued
Taking risks
Despising
Worrying
Lack of
effectiveness
Lack of money
➢Feeling anxious
➢Feeling of discomfort
➢Too complicated to use
➢Waste of space
➢Waste of time
➢Too tiring
➢Too expensive to buy
➢Too expensive to use
➢No money to buy
➢Damage morality
➢Damage dignity
➢Deteriorating health
➢Risking the destruction of one's work
➢Risking a money shortage
➢Contempt for the environment
➢Despising others
➢Despising beliefs
➢Behavior not embedded in culture
PROBLEMS MAP
Given that user problems often inspire innovation,
can we create a problem map akin to a benefit map?
Benefit-Based Innovation #4 © Michel Guinet

26. Benefit-Based Innovation
How do you effectively implement a BBI process?
Benefit-Based Innovation #5
© Michel Guinet

27. BENEFIT-BASED INNOVATION ?
A practical approach to efficientlygenerate
diverseproduct or service conceptsby
focusing on desired customerbenefits.
Example of an innovation process
A key Theme
A Relevant and
Realistic concept
Target refinement
& Solution
selection
Business viability
& functional Proto
Development
Benefit-Based Innovation #5 © Michel Guinet

28. Every concept search session
should be mandatedby top management
who commit to bringing at least one concept to fruition
CONJECTURE 10
BBI EXECUTION WORKFLOW
Participant profile selection should be guided
by targeted customer benefit
CONJECTURE 11
Top-down rather than bottom-up stakeholder initiatives
to improve the relevance of creative proposals
Every innovation preexistsin some form somewhere
CONJECTURE 12
exploring prior art search, idea scouting, and competitive analysis is worthwhile
Benefit-Based Innovation #5 © Michel Guinet

29. Benefit-Based Innovation
We can evaluate four key factors to assess the relevance of a concept
in its early stages :
. The positioningof the concept in the existing market
. The impactof the key customer benefit
. The determinants of technical and economic viability
. The characteristics of the project team
CONJECTURE 13
BBI EXECUTION WORKFLOW
What is the main alternative purchase available to the customer?
Its market size? Changes in customer habits?
Does it create an indisputable value for the customer?
Wow effect?
Probability of technical
and economic success?
Motivation? Experience? Stability?
Benefit-Based Innovation #5 © Michel Guinet

30. PREPARE
BBI EXECUTION WORKFLOW
ORGANIZE
EXPLORE
GENERATE
INSTRUCT
SELECT
INCORPORATE
Create a
Core team

Document
> Previously conducted studies
> Major competitors (direct and indirect)
Define the scope
> Topic, what's at stake, environment
> Target customer, use cases
Make it a top-down approach
> Mandate from top management
> Commitment to selecting at least one concept
Select the benefits to work on
> Strategy, brand identity, target customer
> Use cases or non-use cases, pain points
Structure creative teams
> A multidisciplinary team for each type of benefit
> With profiles suited to the benefit (from MKT, R&D, design, socio, techno experts, quality, methods, digital, HR…)
Aggregate internal and external knowledge on the subject
> Each team explores, based on their targeted benefit type
> Products or services already conceived, patents, direct or indirect competitors, analogies and potentially useful knowledge
Generate concepts
> For each selected benefit, using creativity levers
> In the form of a strong marketing promise/USP, indicating potential technical approaches
Pre-test the concepts
> Preliminary customer tests
based on the concept's promise
Fill in concept analysis grids
> Position the concept vs. competitors: evaluate market size and distance, benefit strength,
probability of technical and economic success, quality of the project team (if identified)
Select the concepts to be explored
> Marketing + Management
> The time horizon (short/medium/long term) and the degree of cross-functionality of the concept must also be taken into account
Integrate the selected concepts into your standard innovation process
> Importance of the project team: motivation, experience, stability
> Ensure sufficient development resources (quality of the outcome is more important than speed)
Do the right projects, do the projects right

Benefit-Based Innovation #5 © Michel Guinet