What does it analyze?


Needs are considered fundamental intrinsic properties associated with each person, the desires they want to fulfill and influence their behavior. The “Map of Universal Needs” (K. Ford), built from Maslow’s hierarchy and Jung’s personality typology, provides 12 needs or preferences that are analyzed and valued: Excitement, Harmony, Curiosity, Ideal, Closeness, Sel-Expression, Liberty, Love, Practicality, Stability, Challenge and Structure.


The universal needs map shows three main dimension pairs, covering six needs.

  • Emotion (excitement) -Familiarity: covers a dimension that ranges from expansion, potential and confidence, to emotional security within comforting limits.
  • Freedom-Structure: it is the contrast of freedom and the exploration of anything new with structure, control and anchorage in forms.
  • Harmony – Challenge: it is the choice between balance, equality and sharing, and winning, overcoming or seeing the self as important and superior to others instead of equal to others.


The ratings are presented in order of priority, from most relevant to least relevant to the person being rated:

  • Excitement: Want to get out there and live life, have upbeat emotions, and want to have fun.
  • Harmony: Appreciate other people, their viewpoints, and their feelings.
  • Curiosity: Have a desire to discover, find out, and grow.
  • Ideal: Desire perfection and a sense of community.
  • Closeness: Relish being connected to family and setting up a home.
  • Self-expression: Enjoy discovering and asserting their own identities.
  • Liberty:Have a desire for fashion and new things, as well as the need for escape.
  • Love: Enjoy social contact, whether one-to-one or one-to-many. Any brand that is involved in bringing people together taps this need.
  • Practicality: Have a desire to get the job done, a desire for skill and efficiency, which can include physical expression and experience.
  • Stability: Seek equivalence in the physical world. They favor the sensible,the tried and tested.
  • Challenge: Have an urge to achieve, to succeed, and to take on challenges.
  • Structure: Exhibit groundedness and a desire to hold things together. They need things to be well organized and under control.