Chapter events - Mexico

In order to create products, services, and brands that will be successful and profitable we need to have a deep understanding of consumers.

The four pleasures is a framework for understanding people’s needs, lifestyles, values, and desires. It enables us to create products, services, and brands that meet people’s practical needs and that connect with them emotionally, leading to a competitive advantage in the marketplace.

The four pleasures are:


Physio – to do with the body and the senses

Psycho – cognitive and emotional issues

Socio – relationships and social belonging

Ideo – values and aspirations

This presentation will describe both the theoretical basis of the framework and how it can be applied in practice.

Many examples and case studies will be given of well-known products, services and brands that have succeeded through appealing to the four pleasures and tools and techniques will be given for applying the four pleasures to own businesses.