I have been surprised when talking to clients that they have not heard of Abraham Maslow's Hierarchy of Needs. A simple and fundamental guide for thinking about the needs of consumers. It has been much tweaked and extended over the years, but everyone should know the basic idea. It can often form the basis for conversations about many kinds of consumption.
SasCom magazine's blog makes the point that the hierarchy is not just about consumer goods and has a short post about its application to business intelligence. See the WP, which gives a good overview of the hierarchy of needs and lots of detail and links.
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